Insights

Happy restaurant guests are willing to splash out extra on food and beverages

The service industry has always been measured on various parameters, and the restaurant on the golf course is no exception. Its quality often mirrors customer satisfaction, and Players 1st data shows that this satisfaction, or lack thereof, is strongly linked to how much money golfers are willing to spend.

Emil Riisberg
May 15, 2024

Let's just agree on something. As a golf course operator, there's nothing you want more than to offer your players the best of the best. And if you can do that while running a profitable and healthy business, well, that's a win-win for everyone, right? 

The restaurant might be the place to put your focus, as Players 1st data shows an interesting statistic regarding food and beverages, and how putting just a little effort into this area might potentially result in profitable benefits in the long run. 

It turns out that golfers who are more satisfied with your food and beverage tend to spend more money in the restaurant when swinging by. 

Yes, that’s right! Players who leave with smiles on their faces after a delicious meal are more likely to open up their wallets a bit wider. 

It is assumed that golfers, like any regulars of a dining establishment, highly value fresh, flavorful, and well-prepared meals that not only satisfy their hunger but also delight their taste buds. And catering to these expectations calls for a sense of trust and reliability among customers, which seems to have an impact on your restaurant revenue. 

Our data based on more than 38,000 responses from guest players reveals a clear link between perceived satisfaction of the restaurant and the amount of money each individual player is willing to spend during their visit. Happy guests place larger orders in the restaurant and, on average, spend nearly a quarter more than those who dislike their restaurant experience.
Players 1st

Promoters are heavy spenders compared to detractors 

Hold on, it's not just about the numbers; it's also about understanding the underlying patterns and dynamics. Because a high Net Promoter Score (NPS) reflects more than just customer satisfaction. It also comes with both loyalty and advocacy. 

Promoters, your passionate supporters who sing the restaurant's praises, are not only willing to return but also eager to recommend your food and beverages to friends, family, and colleagues. And as we know now, they are even more willing to spend an extra coin in your restaurant, and their increased spending is a testament to their loyalty and the value they get in the dining experience.  

On the other hand, we have got the detractors, those less enthusiastic customers who rate their experience among the lowest scores on the NPS scale, only spend approximately 77% of what promoters do in the restaurant.

The average spending comparing detractors with promoters. The results are based on more than 38,000 responses from Danish golfers
The average spending comparing detractors with promoters. The results are based on more than 38,000 responses from Danish golfers

Guests will repay a first-class treatment 

We have previously touched upon how increased restaurant satisfaction was linked to the share of visitors in the restaurant, but these results show that there is even more to gain from happy guests in the dining room. 

As said, golfers who are categorized as promoters of the restaurant based on their NPS typically show a greater willingness to spend more, but what exactly does that mean? 

The data reveals that promoters are leading the charge by spending a remarkable 23% more than detractors on food and beverage, which highlights the real impact of customer loyalty on financial success in the restaurant. 

But it does not stop there, and the numbers speak volumes, as the data concludes another exciting insight; for every 10-point increase in restaurant satisfaction, there is a corresponding 3.2% uptick in average spending. 

Figure 2: The relationship between development in spending and development in NPS in 2016 and 2018. The results are based on 85 clubs in Denmark and over 70,000 responses. Source: Players1st.
Figure 2: The relationship between development in spending and development in NPS in 2016 and 2018. The results are based on 85 clubs in Denmark and over 70,000 responses. Source: Players1st.

This data point underlines the powerful influence that improvements in customer satisfaction can have on the bottom line. 

What are restaurant improvements really about? 

The findings that this article revolves around should be motivation to turn some detractors into promoters, but what can restaurant owners and managers really gain from these insights?  

It's clear that prioritizing customer satisfaction can bring significant financial benefits. By focusing on improving the overall F&B experience, from food quality and ambiance to service excellence, restaurants can not only attract but also retain loyal customers who are willing to invest more in their culinary journey.  

No matter what, there are plenty of ways to improve conditions for guests, and maybe it doesn't have to be all that expensive to make these improvements. After all, the Players 1st dashboard can, for example, help you figure out where you can optimize, whether it involves a more diverse menu, stepping up the service, creating a cozy vibe, or even throwing some Mexican-themed nights with an abundance of tacos.  

At the end of the day, it's all about keeping the customers happy, and in this case, your golfers, who'll definitely repay your efforts in the restaurant. 

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