How Restaurants Can Use Customer Data to Drive Revenue

By: Sam Kusinitz

3 Minute Read

Jun 26, 2018

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trophy1Offering rewards to new and loyal customers is a great way to show them that you appreciate their business and to incentivize them to return to your restaurant. Restaurants that have a POS system with an integrated customer database can collect guests' contact information and order history, giving them the means to reach out to their customers and to offer a variety of personalized rewards.

There are lots of ways to segment customer data to create unique rewards and promotions. Here are 5 rewards ideas to get you started:

Generic Rewards

Once you’ve captured your guests' contact information, you have the opportunity to engage them beyond your restaurant to drive repeat visits. You can also use the information in your customer relationship management (CRM) system to identify new and returning customers and reward them both. You can send your first-time guests emails that include a free appetizer or a discount on their next visit to encourage their return. You can also reward your regular customers to show your appreciation for their continued business while also encouraging another visit.

Personalized Discounts

When a restaurant has a POS system with an integrated CRM, they have easy access to detailed information about their guests' order history. This data can be used to identify a guest’s favorite menu items. Rather than sending a generic discount or reward, restaurateurs can use this data to create highly personalized marketing and promotional campaigns. Instead of offering a group of customers a free appetizer on their next visit, use the information in your CRM to offer guests a free order of their favorite appetizer on their next visit. Personalized marketing campaigns have proven to be far more effective than generic campaigns. Among businesses using personalized campaigns, 70% reported increased response rates and 67% reported increased sales.

Spontaneous In-House Rewards

Why not reward your best guests or try to create new regulars by giving out some spontaneous rewards to your guests while they are at your restaurant? Instead of simply sending guests an email with a promotion, show your guests how much you appreciate their business in the moment using spontaneous rewards. Make it a policy that you reward all new customers who return to your restaurant for a second time within a set time period. When guests pay, your servers will be able to see their history in the CRM system so they can easily identify the second time visitor and deliver the surprise reward to the unsuspecting guests. Everyone loves surprises, right?

Encourage Off Hour Visits

Maybe your restaurant is really busy during the lunch and dinner rush, but is struggling to get guests through the door during the interim afternoon hours. Using the data stored in the CRM system, restaurant owners can identify the guests who are most likely to visit the restaurant during the off hours and reach out to them with discounts that are only available during that time period to help fill tables.

Bring in Your Best Guests on Your Busiest Holidays

On your busiest holidays, you know that all of your tables are going to be filled so why not make sure that they are filled with your biggest spenders? Using the detailed customer data in your POS system’s CRM, you can provide your best customers the opportunity to book tables first or you can offer them extra incentives to ensure that they spend the holiday at your venue.

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