As a restaurant owner, you know that the success of your restaurant extends beyond the kitchen. Engaging with your community, especially new movers to the area, is a key ingredient in building a loyal customer base. Individuals and families who have recently moved to a new area are seeking to discover local dining options and by targeting this audience, you can ensure your restaurant is top of mind when.
In this guide, we will explore the concept of mover marketing and how restaurants can leverage this strategy to increase their visibility, attract new patrons, and ultimately elevate their dining establishments to new heights.
Why Target New Movers?
Fresh Audience
New movers represent a fresh and untapped audience for restaurants. They are likely unfamiliar with the local dining scene and are actively seeking new places to eat. According to research, 64% of new movers dine out 1–4 times per week, making them open to trying out different restaurants, including yours.
Higher Spending
New movers often have higher spending habits during the initial months of their move. They are settling into a new area, exploring their surroundings, and are more likely to dine out frequently as they may not have fully stocked kitchens yet.
Loyalty Opportunity
If you can impress new movers with exceptional food and service, you have the opportunity to turn them into loyal, long-term customers. Building that initial positive impression can lead to repeat business.
Word-of-Mouth Marketing
Satisfied new movers can become advocates for your restaurant within their social circles. They can recommend your establishment to friends, family, and colleagues who are also new to the area, further expanding your customer base.
Reduced Competition
New movers may not yet be aware of existing popular dining spots in the area. This reduces the competition for their attention and increases the chances of them choosing your restaurant.
6 Strategies for Restaurants to Target New Movers
1. Direct Mail
Extend your welcome to the mailbox! Direct mail marketing adds a tangible touch to your strategy, delivering enticing visuals of your signature dishes right to new movers’ doors.
Craft a mouthwatering postcard with an exclusive welcome offer, introducing them to the flavors awaiting at your restaurant. The tactile experience of a well-designed mailer enhances the sense of anticipation, making your establishment stand out in the physical and digital realms.
2. Exclusive Welcome Offers
New movers are 2.6 times more likely to try new restaurants than established residents. Roll out the red carpet for new movers with exclusive welcome offers.
Whether it’s a special discount, a complimentary dessert, or a curated welcome menu, providing an exclusive incentive creates a positive first impression and encourages new movers to choose your restaurant.
3. Personalized Culinary Experiences
Personalization isn’t limited to marketing materials; extend it to the dining experience. Consider personalized menus, chef recommendations, or even a ‘New Mover Special’ that showcases your restaurant’s signature dishes.
Making new movers feel valued and catered to enhances their overall experience.
4. Leverage Local Partnerships
Forge partnerships with local businesses to amplify your culinary outreach. Collaborate with moving companies, real estate agents, or community organizations to ensure your restaurant is top of mind when new movers are exploring their local dining options.
5. Digital Engagement through Social Media
Utilize the power of social media to engage with new movers digitally. Share mouth-watering visuals of your dishes, showcase behind-the-scenes glimpses, and run interactive campaigns to create anticipation and excitement around your restaurant.
6. Feedback and Improvement
Actively seek feedback from new movers to understand their preferences and expectations. Use this valuable information to refine your culinary offerings and enhance the overall dining experience.
Staying ahead and attracting new patrons for your restaurant is vital for continued success. Mover marketing strategies offer a fresh and effective approach to achieving just that.
By targeting individuals and families who have recently relocated to your area, restaurants can tap into a dynamic audience with higher spending habits, loyalty potential, and word-of-mouth marketing opportunities.
The ability to make a positive impression on newcomers can translate into lasting customer relationships and a robust local presence. So, as you elevate your restaurant’s marketing strategies, consider the untapped potential of new movers – they might just become your most loyal and enthusiastic diners, helping your establishment thrive in the ever-evolving culinary landscape.
For more information and ideas to help you fuel your customer acquisition programs, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online. 
