8 Restaurant Lead Generation Strategies to Improve Table Turnover Rate

Table turnover rate is an important metric for restaurant success. Optimizing your space, attracting the right number of customers, and efficiently getting diners in and out can be tough.

Lead generation strategies like targeted outreach and streamlined booking systems can help. With the right practices, you can get the ideal customers in the best seats at the perfect time.

Here’s how.

What is table turnover rate?

Table turnover rate (TTR) measures how many people you’ve seated in a specific timeframe.

Calculating TTR is simple.

1. Pick your specific period —this could be a full day or a two-hour window.

2. Count the number of parties you served during this time

3. Count the number of tables in your restaurant

4. Divide the number of parties by the number of tables

Let’s say you want to know your table turnover rate from the Saturday evening golden hours —6 pm to 9 pm. You served 60 parties during that specific time, and you have 20 tables.

60 ÷ 20 = a table turnover rate of 3.

You can use this formula to calculate your table turnover rate across an entire week, peak hours, or lazy Monday lunches. This can help you set and monitor specific targets.

How effective lead generation improves table turnover rates

So let’s talk about lead generation, a powerful sales methodology that can help you improve table turnover rates.

Targets the right customers to optimize table occupancy

The size of your restaurant, the number of seats at your tables, and the number of employees working all impact the number of customers you can realistically seat. Targeting customers by party size can help you optimize your space better.

For example, a family restaurant with large tables and plenty of seating can benefit from generating leads from families. A more intimate venue with many two-person tables can optimize space by targeting couples, people on dates, or small business lunches.

Drives traffic during slower periods for balanced customer flow

Slow months and off-peak hours cost money, but lead-generation strategies can help. Targeting specific leads during slower periods can help fill those woefully empty tables. 

You can host happy hours on weekday evenings or discounts for retirees during traditional working hours, generating leads from customers who wouldn’t normally visit.

Captures information and integrates reservations to reduce wait times

Capturing lead information gives you valuable data that can streamline customer reservation systems. Potential customers only need to input their details once, meaning faster booking and a less frustrating customer experience.

Nurtures loyal customers for repeat visits and faster turnover

Loyal, repeat customers are every business’ bread and butter. Those loyal customers become even more important when you're a local restaurant. Customer loyalty is the backbone of a small business growth strategy.

Lead generation ensures you’re targeting the leads most likely to convert – the ideal customer who wants what you’re offering and will keep coming back for more. These leads are easier to convert and build lasting relationships with. 

8 Strategies to boost table turnover rate with lead generation

If you want to try some lead-generation strategies to improve your table turnover rate, we’ve compiled the best ones to get you started.

Optimize and simplify your online ordering system

Customers who pre-order don’t sit for 30 minutes deciding what they will eat.

Allow your online booking system to let customers order food ahead. Ensure your system is easy to navigate and user-friendly, with a full menu to browse and up-to-date meal availability.

Develop a loyalty program to reward repeat customers

Create a loyalty program and reward repeat customers with discounts, free stuff, and priority table booking. This encourages customers to become repeat customers, as you offer them more value every time they dine.

Loyalty programs can also provide data and insights into your most loyal repeat customers. This information lets you hone your lead-generation strategies and build stronger relationships with your most valued customers.

Implement an efficient and user-friendly reservation system

A user-friendly reservation system streamlines customer booking, allowing your restaurant and customers to plan. You get a more accurate overview of each sitting, and customers can see availability and even pre-order meals.

You can find a variety of reservation software online for every type of business on any budget. 

Enhance and maintain an engaging social media presence

Social media is a powerful lead-generation tool. Make sure you:

• Open accounts on the platforms your customers use

• Think about what your brand represents

• Get to know your customers

• Develop a unique brand voice that represents you and your audience

• Post a mix of content – images of your food, educational content, videos, influencer partnerships, discounts and offers, etc. 

• Create engaging, relevant content that appeals to your audience

• Respond and engage with your audience, and encourage them to engage with you

Maintaining a presence on social media builds brand awareness, authority, and deeper relationships with customers.

Collaborate with local food bloggers and influencers

You can find influencers in a few ways:

• Using keywords like “city you’re in” + “food blogger” or “food influencer” in web searches

• Using social media platforms’ build-in search function and narrowing by location

• Following relevant hashtags

• Looking at who your local competitors follow and interact with

When you’ve chosen some influencers to partner with, follow them and get to know them before you reach out. 

You want to make sure that the influencers you partner with are the right people to represent your brand and share a similar target demographic. 

Deliver highly targeted promotions via delivery apps

Delivery apps let you create promotions and apply custom fields for targeted delivery. You could target new customers, customers in a certain area, or lapsed customers with discounts or free delivery promotions.

Leverage email marketing for customer engagement

Leverage email marketing to send interesting and informative newsletters promote new food or locations, and target customers with discount codes or limited-time offers.

A good email campaign can create buzz, and a well-placed discount can entice customers trying to decide where to eat tonight.

Host themed events and promotions to attract crowds

An event can draw in a crowd, is fun to promote, generates leads, and offers customers a memorable experience. Here are some event ideas:

• Wine or beer tasting

• Seasonal events for Christmas, Halloween, Valentine’s, etc.

• Charity events for local causes

• Singles night for a spot of speed dating

The opportunities are endless.

Best practices for following up with potential restaurant leads

When a lead interacts with you somehow, it means they’re interested. Following up with engaging, insightful, and relevant outreach can entice leads into becoming customers.

Respond quickly to initial contact to show attentiveness

Initial contact might be a social media post tagging you, an email sign-up, or a message on one of your virtual contact centers asking about gluten-free options.

By responding quickly to lead outreach, you’re showing that you care. A reply to a social media post, a welcoming email newsletter, a new customer discount, or a follow-up phone call can turn an interested lead into a loyal customer. 

Tailor messages based on individual lead interests

When responding to leads, tailor your replies to their needs, queries, and interests. If they’re specifically looking for an afternoon of family-friendly fun and you have a two-kids-for-the-price-of-one Sunday lunch special, direct them to the most personalized service.

Deliver value by sharing insights and resources to build rapport

Thought leadership is a powerful lead-generation tool. You’re an expert in your field, and sharing knowledge and insight with others gives you and your brand authority. It lets people know they can trust you.

You could share insights on more sustainable food sourcing and food waste management. Or share cooking techniques, such as preparing food for specific dietary requirements. These could take the form of videos or even in-person events.

Handle objections proactively with direct and confident responses

Customers value proactive support, especially if they have something negative to say. Respond quickly, confidently, and amicably if a customer or lead reaches out with a critique. You want to resolve this critique before it escalates and affects your reputation.

For example, if a lead complains about your booking system, address that. Tell them you’re sorry for the inconvenience and promise to get your tech team working on a fix ASAP. This kind of proactive support goes a long way to fostering trust in your brand.

Leverage CRM tools to track and manage lead interactions

Customer Relationship Management software streamlines customer outreach and support by gathering interaction data across the entire customer lifecycle – from lead generation to conversion to lasting customer relationships.

Summing up

Table turnover rate is an essential metric for restaurants, and improving it means more customers and increased revenue. 

Lead generation can help you boost your TTR through targeted marketing, consistent outreach, streamlined booking and ordering, and data-driven optimization. If you want to target your ideal customers and start building stronger relationships with them, these eight lead-generation strategies can help you find success.