Founderology Forum
Make your guests count to increase your guest counts
November 20, 2025 by Kathleen Wood — Founder, K. Wood Partners
The economy is shifting, guests spending is changing, and the marketplace continues to be dynamic. One metric that matters the most in this environment is guest counts. Let's look at all the restaurants struggling with sales, declaring bankruptcy and closing locations. There are many reasons for their collapse; however, at the heart of it all is declining guest counts. We all hear the same thing," I can't remember the last time I was there; I used to go there five years ago," or "The last time I tried, it wasn't very good!"
Guest counts have always been at the heart of a healthy business: more guests, more sales, more growth. As our economy and marketplace continue to shift and tighten here are four strategies you can utilize right now to make and increase your guest counts. Here's the best part: it doesn't require you to spend more or increase your expenses to make a guest count
Experience is the new currency
Guests don't just want a meal. They want a story. A moment. A reason to choose you over everyone else.
- Recognize your guests: At the door, at the table, or at their special moments of celebration.
- Build relationships through hospitality touchpoints: A handwritten note on a to-go bag. A chef's table experience. A "secret" menu item for insiders. It's not a fluke. Starbucks is bringing Sharpies to write notes on cups.
- Respond to their needs: If they need fast food, then deliver it with friendly service. Not losing hospitality is the golden ticket — no one wants to be a number.
- Reward with surprise and delight: Small gestures create big loyalty. A free appetizer, a sincere welcome or a personal thank-you when your guest leaves. It truly does not take much to surprise and delight a guest!
You don't need a budget to deliver to hospitality!
Deliver value beyond price
When the economy tightens, guests don't just look for "cheap" — they look for value.
That means:
- Quality: Guests want food and service that's worth their money. No cutting corners on portion size, ingredients or the overall experience.
- Convenience: Make it easy — fast online ordering, efficient takeout, and seamless reservations.
- Extras that are meaningful: Meal bundles, family deals or exclusive experiences make spending feel smart, not excessive.
Keep the guest choosing you, and deliver an experience that feels like a win every time.
3. Build unshakable loyalty
Loyalty isn't just about points — it's about connection. Give guests reasons to stay committed to your brand.
- Loyalty programs that deliver: Go beyond discounts—offer VIP access, early reservations, or specials that are special. Make guests feel valued, not just marketed to with texts and emails.
- Personalization wins: Use data to tailor offers—send birthday perks, suggest favorite items, and create experiences just for them.
- Turn guests into raving fans: Engage on social, highlight regulars, and make every guest feel like they're part of your restaurant's inner circle.
Loyal guests spend more, visit more often and bring their friends. Loyal guests also become your best brand ambassadors!
Dominate digital or get left behind
Like it or not, your next guest finds you online first. Are you meeting them there?
- Your website is your best salesperson: Is it fast, mobile-friendly, and easy to order from? If not, fix it — NOW.
- Be where they scroll: TikTok, Instagram, Google Reviews—your guests are there. Are you? Social proof sells.
- Leverage AI and automation: From automated reorders to personalized emails, use tech to stay ahead and stay relevant.
In today's market, all connections count when we make them count both in real life and digitally!
Bottom line: When you make the guest count, you increase your guest counts. Think about this: how much does it cost to recognize a frequent diner, to show kindness even on a slow day, or to make a guest's day with a random surprise and delight? Your best brand ambassador is the guest who knows they count on you!
Bold Founders focus on what matters most — winning guest counts every day — every way!
About Kathleen Wood
Kathleen Wood is the Founder of Kathleen Wood Partners (KWP), an innovative and award-winning growth strategy firm dedicated to propelling Founder-led businesses to new levels of success. Kathleen and her team work with Founders in scaling and accelerating their visions into actionable results through strategic growth solutions, operational excellence, competitive sales strategies, and transformative leadership development. The KWP expertise includes range of Founder-led businesses in the restaurant, hospitality, technology, and manufacturing industries.
