Encouraging your visitors to subscribe to "Be the first to know" is one of the the secrets to being able to encourage them to return more frequently.
You have already invested a LOT of your precious Time, Money and Energy into attracting the footfall in the first place, and now your customers know where you are and what you offer, so if you can capture their contact details and invite them to return, your marketing costs will be dramatically decreased, and your revenue and Net Profit will significantly INCREASE.
Statistics show that 70% of diners NEVER return to the same place, unless enticed.