Why Your Best Customers Are Hiding in Your Till, Not on Facebook
If you run a cafe in Paddington, a restaurant in the Valley, or a takeaway joint in Chermside, you’ve probably felt the frustration of posting a beautiful photo of your weekly special to Facebook or Instagram, only for it to be seen by about twelve people.
Social media used to be a great way to get bums on seats. Now? It’s a bit of a scam. These platforms want you to pay to reach the people who already follow you. It’s like paying rent twice.
I’ve seen dozens of Brisbane business owners waste hours every week on "content" that doesn’t result in a single extra order. If you want to actually grow your business and have a way to "turn on" customers whenever you need them, you need an email list.
Think of an email list as your private direct line to your best customers. When you have their email address, you don’t have to ask an algorithm for permission to talk to them. You just hit send, and they show up.
The Real Cost of Not Having a List
Most hospitality owners think an email list is something only big chains like Grill'd or Guzman y Gomez do. That’s a massive mistake. In fact, small businesses need it more.
Every time a customer walks out of your door without you getting their contact details, you are losing money. You’re essentially saying, "I hope you remember we exist next time you're hungry." Hope is not a business strategy.
If you're currently relying on third-party delivery apps, you're likely losing 30% or more of your margin right off the top. When we look at UberEats vs. doing it yourself, the biggest difference isn't just the delivery fee—it's that the apps own your customer data, and you don't. They can market your competitors to your customers. When you have your own list, you take that power back.
Three Trends Changing How Brisbane Eats in 2024
Before we get into the "how-to," you need to understand why the old ways of marketing aren't working like they used to.
1. The Death of the "Organic" Reach
As I mentioned, social media is now "pay to play." If you aren't spending money on ads, you aren't being seen. An email list is the only asset you truly own. If Instagram disappears tomorrow, your business shouldn't go with it.2. Convenience vs. Connection
People are tired of being treated like a number by big corporate apps. They want to support local Brisbane legends. Email allows you to share the story of your business—the new chef you just hired, the local farmer you get your avocados from, or the fact that you've finally fixed that wobbly table in the corner. This builds a connection that keeps people coming back even when a cheaper option opens up down the road.3. The Power of the "Quiet Tuesday"
Every restaurant owner hates a dead Tuesday night. With an email list, you can send a "Local’s Only" Tuesday steak night offer on Monday afternoon. I’ve seen this pack your tables on nights that would otherwise be empty. It’s the closest thing to a "print money" button you’ll ever find in this industry.How to Build Your List Without Being Annoying
"But I don't want to spam my customers!"
I hear this all the time. Here’s the truth: people only find emails annoying when they are boring or irrelevant. If you send a local resident a 20% discount for their birthday or a heads-up that their favourite seasonal dish is back, they aren’t annoyed—they’re hungry.
The "Ethical Bribe"
You need to give people a reason to give you their email. A sign that says "Join our newsletter" is a waste of space. Nobody wants more newsletters.Instead, try these: "Get a free coffee on your next visit when you join our locals club." "Join the list to get 10% off your first takeaway order."
- "Be the first to know about our secret menu items."
Where to Collect Emails
You don't need fancy tech. You can start tomorrow with: 1. A QR code on the table: Link it to a simple form where they enter their name, email, and birthday. 2. At the till: Train your staff to ask, "Are you on our locals list for the monthly prizes?" 3. Your website: Make sure the offer is the first thing people see when they visit your site.What Should You Actually Send?
You don't need to be a professional writer. In fact, if your emails sound too polished, people will ignore them. Write like you’re talking to a regular across the counter.
The "What’s New" Email: Monthly updates on new menu items or staff changes. The "Last Minute" Email: "We’ve had three cancellations for tonight—first people to reply get a free bottle of house wine with their meal." The "Behind the Scenes" Email: A photo of the kitchen prep or a video of the morning coffee rush. People love seeing the human side of your business.
Let’s Talk Money: Is This Worth the Effort?
Setting up a basic email system will cost you between $0 and $50 a month depending on how many customers you have. If one email brings in five extra tables on a slow Tuesday, the system has paid for itself for the entire year.
In terms of time, you’re looking at maybe 30 minutes a week to write and send one email. Compare that to the hours spent trying to film "reels" for Instagram that don't actually sell anything.
I’ve worked with a bakery in Morningside that started collecting emails at the counter. Within six months, they had 800 people on their list. Now, whenever they have a surplus of sourdough or a new pastry experiment, they send one email and get more customers through the door within the hour. No ads, no fees, just direct sales.
Common Mistakes to Avoid
1. Buying Lists: Never, ever buy a list of emails. It’s illegal, it’s dodgy, and it will get your email account banned. Only talk to people who have actually been to your shop. 2. Sending Too Often: Once a week is plenty. Once a fortnight is fine. Once a month is the bare minimum. 3. No "Call to Action": Every email should tell the customer to do something. "Book a table here," "Order online now," or "Show this email at the till for your discount." 4. Forgetting Mobile Users: Almost everyone will read your email on their phone while they're on the bus or waiting in line. Keep your sentences short and your images small so they load fast.
Your Action Plan for Next Week
If you want to stop chasing scraps and start building a predictable business, do these three things this week:
1. Pick a Platform: Use something simple like MailerLite or Mailchimp. Don't overthink it. 2. Create Your Offer: Decide what your "ethical bribe" is. A free drink? A small discount? Make it worth their while. 3. Print Your QR Codes: Put them on every table and at the point of sale.
Building a list is a marathon, not a sprint. You won't have 1,000 names by Friday. But in a year’s time, when you can fill your restaurant on a rainy Tuesday just by hitting "send," you’ll thank yourself for starting today.
Most Brisbane business owners will read this and do nothing. They'll keep complaining about the cost of living and the price of lettuce while giving 30% of their revenue to delivery apps. Don't be that owner.
If you want help setting this up so it actually works without you having to spend hours at a computer, that’s what we do. We help local businesses get more customers and more bookings without the fluff.
Ready to grow your hospitality business? Contact Local Marketing Group today and let’s get your tables full.