Customer Retention: Mimi’s Mouth-Watering muffins
By Elizabeth Brinton
When it comes to marketing, some companies miss the mark while there are others that “get it” like Mimi’s Café. They operate in 22 states and get it right in so many ways within their restaurants and online… let me share with you my recent experience with Mimi’s…
My husband and I decided to try a new restaurant for breakfast on Saturday so we chose Mimi’s Café. Once seated, our waitress asked if we had ever been there before and we hadn’t. She was slightly surprised because they “don’t advertise much.”
Our first meal there was delightful: the food, the atmosphere, our waitress - all excellent. As we were finishing our meal, the manager came to our table to personally thank us for visiting Mimi’s. She presented us with a box of 4 big, delicious, warm muffins and invited us to come again. They may not have done much to get us in the door; however, they certainly know how to keep us coming back for more.
Mimi’s Café seems to “get it” within their restaurant. They might not do much advertising, but every time I drive by a Mimi’s I notice their parking lot is packed. You see, they don’t need to do a great deal of advertising. They focus on retaining existing customers. Acquiring a new customer can cost up to 5 times more than satisfying and retaining current customers. Instead of advertising, Mimi’s provides an excellent experience to its customers and then their customers spread the word. I’ve told at least 10 people about it and now I’m blogging about it as I’m eating one of those delicious muffins.
Mimi’s also “gets it” online. Like many places, they have an online club. But unlike other places, they send you a coupon for a free breakfast entrée just for signing up! (Completely free, no additional purchase necessary.) This may sound crazy-- giving something for nothing. However, they know that if they can get you in the door you will be a lifelong customer. Additionally, if you sign up online just after your birthday, they will even send you a belated birthday gift. Mimi’s respects you and your email so they don’t flood you with pointless advertisements. Instead, they continue sending you valuable coupons for savings and free food throughout the year.
Mimi’s “gets it”. They understand the importance of building relationships with their existing customers. If you keep them happy and even at times surpass their expectations, they will return again and again inviting others to do the same.
What about your company, do you “get it”? Do you understand how to retain your customers and make the most out of your communication streams? If keeping customers is a problem, give us a call. We can help. 602.692.3818.
Elizabeth Brinton
I.R. Gilyeat & Co.
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