"It's remarkable that most restaurants miss out on a golden opportunity by failing to get to know their customers and, using a few simple tools, draw them back to their tables over and over," he says. "Yet, at the same time, they spend money on untargeted advertising that doesn't bring in new or repeat customers and drains their wallet."
Restaurants spend inordinate amounts in a misguided effort to get anyone through the door. The best ROI is always marketing to your best customers and having them create new customers for you.
(hat tip: Lindsay)