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Process walkthrough · Hospitality and local services

Hospitality and local services: from “near me” to the customer who comes back every month

The local customer decides in a few minutes, on their phone. The place that wins appears first, looks real and makes booking easy, then brings people back with genuine reasons.

The pain points this process addresses

  • Empty tables on weekdays.
  • Bookings that are not honoured.
  • Negative reviews left without a reply.
  • Dependence on delivery platforms and their commissions.

From cold traffic to LTV, stage by stage

1. Cold traffic

People who don't know you see you for the first time.

Strategy

Be found when someone searches “near me”.

Tools

  • Google Business Profile
  • Google Maps
  • Local Instagram and TikTok
  • Small-radius Meta Ads
  • TripAdvisor

Execution

  1. A complete Google profile: hours, menu, current photos, correct categories.
  2. Short clips of the signature dish or service, filmed on site.

Metrics tracked

  • New visitorsPeople reaching the site for the first time, by source.
  • CTRThe share of people who clicked after seeing the ad or the search result.
  • CPMThe cost of 1,000 impressions.

2. Interest

They come back, read, watch and compare.

Strategy

Show the atmosphere, the menu and the prices, so there are no surprises.

Tools

  • Mobile-fast website
  • Online menu
  • Reviews
  • Event posts

Execution

  1. The menu and prices are on the website, not only in a PDF.
  2. Reply to every review within 48 hours.

Metrics tracked

  • Engagement rateSessions in which people read, scrolled or interacted, out of all sessions.
  • New reviews and average ratingHow many genuine reviews appear each month and how the rating moves.

3. Lead

They leave a signal: an enquiry, a booking, a sign-up or a basket.

Strategy

Booking or calling takes a single tap.

Tools

  • Booking button
  • WhatsApp Business
  • Call from Google
  • Booking system

Execution

  1. The call and booking buttons sit at the top, visible on mobile.
  2. Automatic confirmation by SMS or WhatsApp, with consent.

Metrics tracked

  • Conversion rateThe share of visits that become an enquiry, a booking or an order.
  • CPLThe cost of one lead: an enquiry, a booking or a subscriber.
  • Time to first responseHow long it takes from enquiry to first contact.

4. Qualification and offer

You check the fit and make the proposal.

Strategy

Confirm the booking and reduce no-shows.

Tools

  • Automatic confirmation and reminder
  • Clear cancellation policy

Execution

  1. A reminder 24 hours before.
  2. For groups and events, a written offer with menu and deposit.

Metrics tracked

  • Show-up rateAppointments or bookings honoured, out of those made.
  • Offer acceptance rateOffers or plans accepted, out of those sent.

5. Customer

The first order or the first contract.

Strategy

The first visit should be worth talking about.

Tools

  • Till system with customer data, with consent
  • Loyalty card

Execution

  1. Staff ask for consent to the newsletter or loyalty scheme naturally, without pressure.
  2. Note the customer's source: Google, Instagram or a recommendation.

Metrics tracked

  • Average valueThe average value of an order, a bill or a contract.
  • CACCustomer acquisition cost: everything spent on marketing and sales, divided by new customers.

6. Delivery and activation

The customer reaches the first good result quickly.

Strategy

The experience at the table or in the salon is the product.

Tools

  • Service checklist
  • Short survey
  • QR code for reviews

Execution

  1. A review QR code on the bill.
  2. Review themes are discussed weekly with the staff.

Metrics tracked

  • New reviews and average ratingHow many genuine reviews appear each month and how the rating moves.
  • NPSHow likely a customer is to recommend you, on a scale from 0 to 10.

7. Retention and expansion

They come back, renew and buy more.

Strategy

Bring the customer back with real reasons: events, seasons, benefits.

Tools

  • Brevo (email and SMS)
  • Loyalty programme
  • Instagram and a regulars' group

Execution

  1. A monthly calendar of events and seasonal menus.
  2. A birthday message with an invitation, only for those who gave consent.

Metrics tracked

  • Repeat purchase rateCustomers who buy again or renew within a given period.
  • ChurnCustomers lost in a period, out of those at its start.

8. LTV and referrals

Value over the whole relationship and new customers brought by existing ones.

Strategy

The loyal customer brings their friends.

Tools

  • Referral programme
  • Private events
  • Gift cards or subscriptions

Execution

  1. An offer for private events sent to frequent customers.
  2. Measure how many visits a customer makes per year and how much they spend.

Metrics tracked

  • LTVThe margin a customer brings over the whole relationship.
  • Referral rateNew customers who came through referrals, out of all new customers.
  • LTV : CACHow much a customer brings compared with what it costs to win them.

Copywriting on the industry's pain points

The same message written in five different frameworks. We use each at the right stage and test them against each other.

AIDA

Cold traffic ads and landing pages. · Cold traffic

Attention
What are you eating on Thursday evening?
Interest
Every Thursday the chef cooks a seasonal menu from local producers' ingredients.
Desire
Four courses and a calm meal, without rushing.
Action
Book a table for Thursday.

PAS

Ads and emails, when the pain is clear and recognised. · Interest

Problem
You want to go out, but you don't know if there will be a table.
Agitation
You arrive, you wait, you leave.
Solution
Book in 30 seconds and get the confirmation on your phone.

FAB

Product pages, technical sheets and offers. · Qualification and offer

Feature
A covered, heated terrace.
Advantage
You can sit outside on cool evenings too.
Benefit
A relaxed dinner with friends, however changeable the weather.

BAB

Case studies, retargeting and nurturing emails. · Lead

Before
Tired evenings, the same places, the same menus.
After
A meal that changes with the season and people who recognise you.
Bridge
The seasonal menu and the monthly events programme.

4U

Headlines, email subject lines and the first lines of ads. · Cold traffic

“A seasonal menu every Thursday: four courses from local ingredients, booked in 30 seconds”

  • Useful
  • Urgent
  • Unique
  • Ultra-specific

Proposed A/B test

Hypothesis
A reminder with a rescheduling option reduces no-shows.
Variant A (control)
“A simple reminder with the booking time”
Variant B
“A reminder with “Confirm” and “Reschedule” buttons”
Primary metric
Show-up rate

Language and visuals adapted to the industry

Lexical field

  • taste
  • atmosphere
  • booking
  • seasonal menu
  • terrace
  • event
  • local ingredients
  • chef
  • table
  • evening

Words to avoid

  • the best restaurant in town
  • unique culinary experience (without detail)
  • authentic (without proof)

Word family

to taste

  • taste
  • tasty
  • tasting
  • tasteful

Language structure

Sensory and concrete: ingredients, preparation, people. Short sentences, clear invitations, a warm tone.

Visual structure

Real photos of the dishes in natural light, a full dining room, the chefs at work, a menu that is easy to read on mobile. No stock images.

Calculator: from budget to LTV

Change the values and see how CAC, LTV and the payback period move.

Monthly results

Visits
1,250
Leads
125
New customers
87.5
CAC
€6
LTV (margin)
€324
LTV : CAC
56.7 : 1
CAC payback (months)
0.4

The calculator values are an example calculation for the chosen industry, not a client's results. Enter your own figures.

Visits = budget ÷ CPC · Customers = visits × conversion 1 × conversion 2 · CAC = budget ÷ customers · LTV = value × purchases per year × margin × years · Payback = CAC ÷ monthly margin per customer

The metrics, in plain words

New visitors
People reaching the site for the first time, by source.from Google Analytics 4
CTR
The share of people who clicked after seeing the ad or the search result.clicks ÷ impressions
CPM
The cost of 1,000 impressions.cost ÷ impressions × 1,000
Engagement rate
Sessions in which people read, scrolled or interacted, out of all sessions.engaged sessions ÷ sessions
New reviews and average rating
How many genuine reviews appear each month and how the rating moves.per platform, monthly
Conversion rate
The share of visits that become an enquiry, a booking or an order.conversions ÷ visits
CPL
The cost of one lead: an enquiry, a booking or a subscriber.cost ÷ leads
Time to first response
How long it takes from enquiry to first contact.average, in hours
Show-up rate
Appointments or bookings honoured, out of those made.honoured ÷ made
Offer acceptance rate
Offers or plans accepted, out of those sent.accepted ÷ sent
Average value
The average value of an order, a bill or a contract.revenue ÷ orders
CAC
Customer acquisition cost: everything spent on marketing and sales, divided by new customers.total cost ÷ new customers
NPS
How likely a customer is to recommend you, on a scale from 0 to 10.% promoters minus % detractors
Repeat purchase rate
Customers who buy again or renew within a given period.repeat customers ÷ customers
Churn
Customers lost in a period, out of those at its start.lost ÷ customers at the start
LTV
The margin a customer brings over the whole relationship.value × purchases per year × margin × years
Referral rate
New customers who came through referrals, out of all new customers.from referrals ÷ new customers
LTV : CAC
How much a customer brings compared with what it costs to win them.LTV ÷ CAC

Further reading

Other industries