CST - Call Systems Technology

Restaurants should shift their focus onto trying to retain existing customers as opposed to introducing new diners to their restaurants, it has been claimed.

According to new research conducted by Retail Active, restaurateurs spend five times more attracting new diners than they do retaining existing ones.

The finding highlights the huge benefits technology can have in boosting dining experience and retaining customers.

Systems such as CST's QSR ConnectSmart line, which incorporates a sophisticated table management system can reduce waiting times and help reduce the number of mistakes staff make.

After surveying 2,044 hospitality firms, Retail Active found that operators should spend much of their time and money encouraging repeat business.

Speaking to Big Hospitality, Julian Chamberlain, managing director at Retail Active, said: "Offering a compelling reason for customers to come back again and again is essential and maintaining high levels of customer service has never been more important."

Jamie's Italian recently received the Brand of the Year Award from the British Hospitality Association for providing "excellent dining experiences".