When it comes to running a successful Food and Beverage (F&B) business in Singapore, attracting new customers is undoubtedly important. However, equally crucial is retaining your existing customer base. Customer retention plays a vital role in ensuring the long-term success and sustainability of your F&B venture. But what exactly constitutes a good customer retention rate for your F&B business in Singapore?

In Singapore’s highly competitive F&B industry, where consumers have a plethora of dining options, maintaining a loyal customer base can be challenging. According to a study done by Statista, the average global customer retention rate of restaurant industry is 55%.

Does your F&B business retain more customers than the industry standards, or is it able to match? Regularly calculating your customer retention rate enables you to gauge your F&B business’s performance against industry standards and make informed decisions to enhance customer retention and overall success.

Let’s dive into the article to understand more about this very important metrics that every F&B business should measure.

What is Customer Retention Rate?

Customer retention rate is a metric that measures the percentage of customers a business is able to retain over a specific period. It provides insight into the effectiveness of a company’s efforts in keeping its existing customers and fostering loyalty.

This metric takes into account both the number of customers at the beginning and end of a particular period, enabling a comparative analysis of customer retention performance. 


A high customer retention rate signifies several positive aspects for a business:

  1. Customer Satisfaction: Customers are satisfied with the products, services, and overall experience provided by the business. It implies that the business has met or exceeded customer expectations, resulting in a strong desire to continue doing business with them.
  2. Customer Loyalty: It reflects that customers have developed a level of trust and attachment to the brand, leading them to choose the business repeatedly over its competitors. Loyal customers often become advocates, recommending the business to others and contributing to its growth through positive word-of-mouth. Read more about customer Loyalty Programs here.
  3. Competitive Advantage: It indicates that the business has established a strong position, attracting and retaining customers despite the presence of rival companies. This can lead to increased market share and a stronger foothold in the industry.
  4. Revenue Stability: that business can enjoys stable revenue streams. Retained customers make repeat purchases, generating consistent revenue and reducing reliance on acquiring new customers. This stability provides a solid foundation for growth and financial sustainability.
  5. Cost Efficiency: Retaining existing customers is generally more cost-effective than acquiring new ones. A high retention rate signifies that the business is effectively utilizing its resources by focusing on customer satisfaction and loyalty, reducing customer acquisition costs and maximizing profitability.

Therefore, tracking Customer Retention rate should be the key metrics for your F&B business.

How to calculate the customer retention rate for your F&B Business

To calculate the customer retention rate, you need two key pieces of information: the number of customers at the beginning of a certain period and the number of customers at the end of that period. The formula for calculating the retention rate is as follows:

Here is a step by step process to calculate Customer retention rate:

  1. Determine the time period: Decide on the specific period for which you want to calculate the customer retention rate. It could be a month, quarter, or year, depending on your preference and the availability of data.
  2. Collect necessary data: Gather the required data for the chosen time period. You will need:
    1. the number of customers at the beginning of the period (A)
    2. the number of new customers acquired during that period (B), and
    3. the number of customers at the end of the period (C).
  3. Calculate the number of retained customers (D) with this formula: D = C – B.
  4. Calculate the retention rate. The formula is: Retention Rate = (D / A) * 100.

For example, if you start the month with 500 customers (A), acquire 100 new customers (B) during the month, and end the month with 450 customers (C), the calculations would be as follows:

D = C – B = 450 – 100 = 350 retained customers

Retention Rate = (350 / 500) * 100 = 70%

Therefore, the customer retention rate for that month would be 70%.

Regularly calculating the customer retention rate using this method allows you to track trends, make comparisons, and evaluate the effectiveness of your customer retention efforts over time.

How to improve this metrics?

Now that you have the formula, we are sure that you are eager to calculate the customer retention rate of your business. If you have already calculated, here is how you can improve it:

1. Understand your Customers

Gain a deep understanding of your target audience and their preferences. Conduct market research, analyze customer feedback, and use data analytics to identify their needs, tastes, and expectations. You can easily automate this task with the help of a CRM. 

2. Personalization

Tailor your offerings to meet individual customer preferences. Implement systems to capture customer data and utilize it to personalize their experience. This can include customized recommendations, special discounts, or personalized messages. Click here to read more about Importantce of Personalisation, and what makes it the future of B2C Marketing

3. Loyalty Programs

Implementing a loyalty program to reward and incentivize repeat business is the proven and most important strategy to increase the customer retention rate. Offer points, cash backs, freebies, or rewards based on customer loyalty and spending. You can also create a membership program to offer exclusivity to your customers. This encourages customers to choose your establishment over competitors. Checkout Advocado’s loyalty program features here.

4. Targeted Marketing

Use targeted marketing campaigns to reach out to existing customers with personalized offers, promotions, and updates. Segment your customer database based on their preferences and send relevant messages to maintain their interest and engagement.

Advocado is a one-stop-solution for understanding customers, offering personalisation, loyalty programs and doing targeted marketing to reach out to your audiences. Checkout Avocado’s marketing Automation feature here.

5. Continuous Improvement

Regularly assess and improve your offerings, ambiance, and overall customer experience. Stay updated with industry trends, embrace innovation, and make adjustments based on customer feedback to remain competitive.


In summary, tracking customer retention rate is vital for F&B businesses as it provides insights into customer satisfaction, revenue generation, cost-effectiveness, competitive advantage, feedback for improvement, and long-term sustainability. By prioritizing customer retention, you can cultivate loyal relationships with customers and drive the success of your F&B venture. If you know your numbers, you can easily calculate the customer retention rate in an excel sheet and monitor the improvement.

However, if you are busy business owner with multiple tasks on hand, you can also deploy a CRM that will automatically calculate the numbers of new and returning customers just on the click of a button. 

At Advocado, we specialize in providing solutions to address your real business challenges and streamline your operations. We understand the importance of customer retention and can offer you a comprehensive CRM solution tailored to your F&B business. We invite you to take the next step by clicking here to contact us and arrange a complimentary demo. During the demo, we will showcase how our CRM can effectively track and analyze your customer retention rate, empowering you to make informed business decisions and drive growth. Let us simplify your customer retention process so you can focus on what you do best – serving your valued customers.

For any further information, have a chat with our experts to see if Advocado suits your business.
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