The statistical likelihood of a third visit is still about 42%. The third time they come, the statistical likelihood of a fourth visit is over 70%. You have to market to three visits, not one.
The Three Best Restaurant Tips for Customer Retention
Gary Vaynerchuk

Fascinating. That nonlinear jump between the 3rd and 4th visit is so insightful. I wonder if this is unique to restaurants, or if there’s a slight variation that applies to things like using an AirBnB (2–3 visits), or calling a Lyft (1–3 visits).