Restaurant Technology

Modern technology has a great number of benefits. For you, as a restaurant owner, it offers insight into your business within seconds. How? Learn to harness data from your restaurant POS system. Below we reveal the types of data you can use to:

  • Predict patterns
  • Increase revenue
  • Create effective marketing campaigns
  • Optimize performance
  • Customer Information Data
  • Your customers are your lifeblood, and the more you know about them, the more effective your marketing campaigns can be.

Most retail stores collect data on their customers and send follow-up emails on birthdays and holidays. These emails almost always include a promotion or discount, and the customer response is strong. The chances are high that you have been a recipient of such emails, and you might have been intrigued by a promotion and purchased an item or service.

If so, then you know, from the first-hand experience that when the promotion targets a specific need or desire, it is extremely persuasive. With the data that you collect, your restaurant can have the same effect on customers.

Getting your restaurant customers’ information doesn’t have to be an imposition, either. If you are upfront about your intentions (such as planning to send a birthday coupon to email recipients), customers won’t feel put out when asked for their details. You will start a new relationship with customers that benefits everyone.

Types of Personal Data Restaurants Should Be Collecting from Customers:

Customer’s personal data might be the most valuable commodity a restaurant owner can harness. From a customer’s favorite menu item, to what causes they care about; this information can boost your restaurant marketing program to new levels when leveraged correctly.

Emails

Street addresses

Birthdays

Size of families

Favorite dishes

Holidays celebrated

Some POS systems help you to collect customer data, and other systems log information. Aggregated information allows you to create targeted promotional outreach programs (through coupons, promotions, and specials) that entice customers back to your restaurant. And that is the ultimate goal. With enough customer data, you can send targeted emails or conduct specific social-media campaigns that attract repeat business. With the collection of data, you have correctly identified what your customers want.

One example of a restaurant with excellent and extensive promotional marketing is the Brazilian steakhouse brand Texas de Brazil. When customers submit their data, they receive a coupon for a significant discount on their next meal at the pricy restaurant. Additionally, a birthday coupon is emailed out, redeemable for a few weeks around their birthday. It’s a simple outreach program, and with several locations worldwide, the company is very successful with it. Use them for inspiration when you start building your own marketing campaign based on customer data. (See: 4 Tips for Creating Compelling Restaurant Marketing Emails)

How to Request Customer Data without Pushback

By using an integrated POS system, you can request customer data such as email, name, address, etc. at the time the check is presented on a mobile POS system. Offer a freebie in exchange for information, such as a birthday coupon, or a discount.

Alternatively, you can prompt customers to join a loyalty program through your POS system for long-term data collection that leads to repeat business.

Customer Experience and Restaurant Performance Data

Use the metrics on your restaurant POS system to get all the information you need to optimize operations and improve the guest experience at your restaurant. The following metrics are important to measure when trying to give customers the best experience:

Length of time, customers wait to be seated once announcing themselves to the host.

Table turnover. (If you see turnover is low, here are four tips to improve your table-turnover rate.)

The average number of reservations made per day, week, and month.

Time of day the most orders are placed.

What is the average number of customers seated per table?