Why Your Best Customers Are More Valuable Than New Ones
If you run a cafe in Bulimba or a restaurant in the Valley, you know the stress of a quiet Tuesday night. You’re paying staff to stand around, the lights are on, and the food is prepped—but the floor is empty.
Most Brisbane business owners make the mistake of thinking they need new customers to fix this. They spend a fortune on Facebook ads or discounted vouchers that eat their margins.
Here is the truth: it is five times cheaper to get an old customer to come back than it is to find a new one. Understanding marketing channels work best for your specific niche is the first step toward sustainable growth.
But you can’t just wait for them to remember you exist. You need a way to tap them on the shoulder and say, "We’ve got a table for you tonight." That is exactly what an email list does. It is a direct line to the pockets of people who already know, like, and trust your food.
The Problem With Social Media (And Why Email Wins)
I’ve seen dozens of local businesses pour hours into Instagram. They post beautiful photos of their burgers or cocktails, but only about 3% of their followers actually see those posts. If you have 1,000 followers, maybe 30 people see your update.
When you send an email, it lands in their inbox. They see it when they check their phone at work or while they’re deciding what to have for dinner. It’s not a "like"—it’s a conversation that leads to a booking.
How to Build Your List Without Being Annoying
Most people don't want to join a "newsletter." Nobody cares about your monthly updates. They care about what’s in it for them. If you want their email address, you have to trade something for it.
1. The "Instant Win" Offer
Place a small sign on your tables or at the counter. "Join our Inner Circle and get a free drink/dessert on your next visit."We worked with a bistro in Paddington that did this. They didn't offer a massive discount—just a free glass of house wine with a main meal. Within three months, they had 800 local residents on their list. Now, whenever they have a slow week, they send one email about a chef's special, and the weekend is fully booked by Friday morning.
2. The Birthday Club
This is the oldest trick in the book because it works. People spend more money on their birthdays. They bring friends. They buy extra drinks.Ask for their birth month when they sign up. Two weeks before their big day, send an automated email with a "Birthday Gift" (like a free bottle of bubbles for tables of four or more). You aren't just getting an email; you're securing a high-value booking. Using marketing automation for SMBs allows you to set these rewards once and let them run in the background forever.
3. Use Your Booking System
If you use something like OpenTable, Resy, or even a simple Square POS, you are sitting on a goldmine. Most of these tools collect emails automatically. If you aren't using those emails to invite people back, you are leaving money on the table.Advanced Tactics: Making More Money From Every Email
Once you have a list, don't just blast everyone with the same boring stuff. To really see the cash flow in, you need to be a bit smarter.
Segment by Spending Habits
If you have a group of customers who only ever come in for Sunday Brunch, don't send them emails about your Tuesday Steak Night. Send them an email about your new seasonal breakfast menu or a "Priority Booking" for Mother’s Day.When people receive emails that actually match what they like, they don't unsubscribe. They show up.
The "We Miss You" Automation
Set up a system where if someone hasn't visited in 60 days, they automatically get an email."Hi [Name], we haven't seen you at the cafe in a while. Come in this week and mention this email for a coffee on us."
This costs you about 50 cents in milk and beans, but it brings back a customer who might have spent $40 on breakfast. It’s a no-brainer. This is one of the most effective data hooks to stabilise ROI because it focuses on retention rather than expensive acquisition.
What This Will Cost You
Let’s talk real numbers. You don’t need a marketing degree to do this, but you do need a bit of time or a small budget.
Software: Tools like Mailchimp or Klaviyo are free for your first few hundred customers. Once your list grows, expect to pay $30–$70 a month. Your Time: Setting this up takes a few hours. Sending a weekly email takes about 30 minutes once you get the hang of it. The Cost of Offers: Yes, a free drink costs you money. But look at it as a "customer acquisition cost." Would you rather give away a $4 glass of wine to guarantee a $60 dinner bill, or spend $100 on Facebook ads that might not result in a single booking?
How Long Until You See Results?
This isn't an overnight fix.
Month 1: You're collecting emails. You might get 50–100 names. Month 2: You send your first few emails. You’ll notice a handful of people coming in specifically because of the email. Month 6: This is where the magic happens. With a list of 500+ locals, a single email can literally pay your rent for the week.
What Most Businesses Get Wrong
I’ve seen many Brisbane owners fail at this because they make it too complicated.
1. They don't ask: If you don't have a sign on the counter or a link on your website, you won't get sign-ups. 2. They email too much: Once a week is plenty. Any more and you're a pest. 3. They make it about them: Don't talk about your new oven. Talk about the delicious pizza that comes out of it and why the customer needs to eat it tonight.
What Should You Do First?
Stop reading and do these three things today:
1. Pick a tool: Sign up for a simple email tool. 2. Create an offer: Decide what you’re willing to give away to get an email address (a coffee, a side of chips, a discount). 3. Print a sign: Put a QR code on your tables that goes to a simple sign-up page.
If you don't have the time to muck around with QR codes and email templates, that's where we come in. We help Brisbane hospitality businesses build systems that fill tables automatically so you can get back to the kitchen or the floor.
Want to turn your quiet nights into your busiest ones? Contact Local Marketing Group today and let’s get your list started.