Which second venue to suggest to members who visit only one
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for a hospitality group with a wine bar, a taqueria and a wood-fired pizzeria. It looks at members who added a second venue in the past two years and what they chose.
- Wine bar members who added a venue: 61% chose the pizzeria
- Taqueria members: 54% chose the pizzeria
- Pizzeria members: 47% chose the wine bar
What the data shows
The pizzeria is the most common second venue, and pizzeria members most often add the wine bar.
What it means
Guests pair a casual dinner with a drinks venue. Members who added a second venue spend 2.6 times as much a year.
What to do
Invite single-venue wine bar and taqueria members to the pizzeria, and pizzeria members to the wine bar, with a welcome drink.
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Why it matters
Members who use two venues are usually worth far more than single-venue members, but a generic invitation to the whole group rarely moves them. Matching each member with the second venue similar members chose gives a personal suggestion that is much more likely to work.
Frequently asked questions
How do you choose which venue to recommend to a guest?
Look at what similar guests did. Members who started at the same venue and later added another show the most natural next step. Recommend that venue, with a reason to visit that fits why they enjoy their first one.
Why are members who use two venues worth more?
They have more occasions to visit, such as dinner at one venue and drinks at another, and they are more attached to the group. Part of the gap reflects keener guests, so track spend before and after the second venue too.
What is a good offer for trying a second venue?
Something small and welcoming, such as a drink on arrival, works better than a big discount. The aim is to lower the barrier to a first visit, and the venue itself should then give the member a reason to return.