CRM CRM Marketing & Guest Experience 1 — Questions and Answers
Question 1: Which marketing strategy involves encouraging current guests to share their dining experience on social media in exchange for a discount or free item?
- User-generated content (UGC) campaign (Correct answer)
- Direct mail campaign
- Radio advertising
- Billboard placement
Correct answer: User-generated content (UGC) campaign
UGC campaigns leverage guests as brand ambassadors by incentivizing social media sharing, which builds authentic online visibility at low cost.
Question 2: A restaurant loyalty program that rewards guests with points for every dollar spent is primarily designed to achieve which goal?
- Increase repeat visit frequency and customer lifetime value (Correct answer)
- Reduce food waste
- Streamline kitchen operations
- Lower labor costs
Correct answer: Increase repeat visit frequency and customer lifetime value
Loyalty programs are structured to increase return visits and maximize the total revenue a customer generates over time.
Question 3: When responding to a negative online review, a certified restaurant manager should first:
- Acknowledge the guest's experience and apologize sincerely (Correct answer)
- Dispute every claim publicly
- Delete the review if possible
- Ignore it if the rating is only one star
Correct answer: Acknowledge the guest's experience and apologize sincerely
Acknowledging and apologizing shows prospective guests that management takes feedback seriously and values guest satisfaction.
Question 4: Which metric best measures the likelihood that a guest will recommend your restaurant to others?
- Net Promoter Score (NPS) (Correct answer)
- Average check size
- Table turn time
- Food cost percentage
Correct answer: Net Promoter Score (NPS)
NPS surveys guests on a 0–10 scale to gauge how likely they are to recommend the restaurant, directly reflecting loyalty and advocacy.
Question 5: Email marketing for a restaurant is most effective when messages are:
- Personalized with the guest's name and relevant offers based on visit history (Correct answer)
- Sent daily to maximize visibility
- Written entirely in uppercase for emphasis
- Focused solely on promoting new menu items
Correct answer: Personalized with the guest's name and relevant offers based on visit history
Personalization increases open and click-through rates because guests respond better to content tailored to their individual preferences.
Question 6: A restaurant manager notices that weekday lunch covers are significantly lower than weekend figures. The most strategic marketing response is to:
- Launch a targeted weekday lunch promotion or prix-fixe offer for nearby businesses (Correct answer)
- Close the restaurant on weekdays
- Reduce the menu to cut costs
- Hire additional servers on weekends only
Correct answer: Launch a targeted weekday lunch promotion or prix-fixe offer for nearby businesses
Targeted promotions during slow periods drive incremental revenue without discounting peak times.
CRM CRM Marketing & Guest Experience 1
Which marketing strategy involves encouraging current guests to share their dining experience on social media in exchange for a discount or free item?