A restaurant marketing campaign would be a lot easier if you know the exact client set you have to target, the campaign’s mediums to use, and the most effective promotions to be chosen. If captured and interpreted correctly, customer data can help you develop an effective marketing strategy. Customer data is valuable and can help businesses in various ways; no wonder Clive Humby, the British mathematician and data science entrepreneur, originally coined the phrase “data is the new oil.”
Point of sales (POS) and Customer relationship management (CRM) software has made it possible for the restaurant to collect extensive and detailed customer data that can be used to launch a targeted marketing campaign and boost restaurant sales.
Client data is more than just numbers; it contains valuable information that can be tracked and used to improve performance, gain a competitive advantage, align products and services with consumer preferences, and increase revenues.
Creating a rapport with clients
Using client data such as the location of residence, the frequency and most regular hours of their visits to the restaurant, you can learn about the client’s preference. Personalising the service of regular clients allows you to form a stronger bond with your consumers and, as a result, enhance sales in the long run.
To make them feel appreciated, you may use information such as their birthdays, anniversaries etc. Personalised letters engage clients more than any marketing tactic on birthdays, anniversaries, and other special occasions. As a member of the front-line crew or even the restaurant manager, you can use this information to improve the overall experience and increase customer loyalty and retention.
You can analyse the choice of the dishes ordered, the peak and the lean timings of the restaurant through the client data. You can also differentiate the best selling and the least popular dishes through this type of information. While analysing the client data, a restaurant can get a 360-degree view of the footfall in the restaurant, the lean period and the peak timings. To enhance sales, food businesses can extend additional discounts when restaurants experience low footfall.
A restaurant management software platform allows you to collect and store your customer feedback forms. These feedback forms may seek customised feedback based on the food and drinks served and the service rendered. These forms of feedback could be used in real-time. In the event of negative feedback, the owner is notified immediately and has the opportunity to correct the situation by taking immediate action. Taking such measures will help maintain customer satisfaction and help improve sales figures.
When you use an ideal POS, you get a platform to serve all of your customers with a feedback form, not just your regulars. Unlike traditional feedback forms, which took a more general approach, these forms are generated automatically in the POS and tailored to each customer’s order. You usually get more information than with traditional feedback forms. Handling negative feedback on the spot with these forms also protects your restaurant from negative publicity on social media.
Client data can help launch personalised marketing campaigns like sending SMS and emails on the birthdays and anniversaries of the client. Sending SMS and emails to clients extending special birthday discounts will make the client feel special and create a unique brand image. Likewise, discounts can be extended to high worth clients who have not frequently visited your restaurant.
Reduce food wastage:-
Client data on the food ordered will help a restaurant analyse menu items in demand and those with low or seasonal demand. Certain food items have a limited shelf life and cannot be stored long. Using the client data based on demand, the food business can work out an intelligent stocking strategy and minimise wastage.
Customer data can help restaurants prepare a marketing strategy for their clients and help reduce wastage and improve the restaurant’s day-to-day operations.