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Trade in your convoluted way of managing and understanding data. There’s a better way.
 
By the time your average customer enters your restaurant, they already know a lot about it from the reviews they’ve read, social media posts they’ve seen, and word-of-mouth information they’ve gathered from friends. It all seems a bit out of balance when you consider just how little you know about your customer.
 
According to the Hospitality Technology 2018 POS Software Trends Report, 35% of restaurateurs said that using data to understand and predict guest behavior is a business driver for POS upgrades in 2018.
 
Collecting data on your customers doesn’t have to be difficult, boring or cross any privacy lines. In fact, when you automate the collection and management of your customer data, your guests will ultimately have a better experience in your restaurant.
 
So why is it important to automate your guest data instead of painstakingly gathering it manually from several sources?
 
  1. Time. First of all, you’re too busy to gather information from a dozen different sources. When was the last time you had an hour or two of free time to run numbers and analyze them? Data that’s automatically gathered and analyzed for you means that it’s always ready when and where you need it.
  2. Sourcing Success. It’s likely that you don’t currently have the data that you need to improve your guest visits. Most business owners either have too little or too much data. Finding a solution that takes complicated data and transforms it into simple, usable, actionable information, is the goal of every entrepreneur. An automated system will gather everything into one easy-to-use dashboard with charts that show if campaigns are working or need improvement.
  3. Ability to Personalize/Customize Offerings. Today’s customer seeks out restaurants that personalize offers that relate to them. The only way this is possible is by analyzing and targeting specific customers.
 
The good news is, you won’t need 20 bits of information from 30 different sources in order to make a noticeable impact in your restaurant. Five key pieces of business information, all available from a single analytics dashboard, can get you moving in the right direction.
 
  1. Sales Analytics. At a glance, see your restaurant’s total sales, visits, and average ticket size.
  2. Competitor Data. How do online reviews from your competitor down the street compare with yours? Your dashboard can show you a side-by-side comparison so that you can adjust where needed.
  3. New vs. Returning Customers. Are you seeing mostly new customers or returning customers? Analytics will show you how many of your guests are repeat visitors and which have never been there before. This type of data can quickly signal if a new mover campaign is working, or if your efforts to bring back old customers is on track.
  4. Email Marketing Data. Imagine sending, tracking and analyzing all your email campaigns from one dashboard. Since your calendar events and promotions are in the dashboard, you can easily integrate them into emails and follow their success from send to redemption.
  5. Social Media Engagement. Along with your in-store sales and customer data, you’ll also want to be able to track social media engagement and reviews. All of this is available from a single/unified platform so you can save time by avoiding signing in to 25 different social media and online review sites, learn and make improvements based on guest comments, and respond quickly.
 
To recap, here’s how a single/unified platform can help you grow and improve your business.
 
  1. Information at a Glance. All of your most vital and actionable business information will be available with a click or tap.
  2. A Bigger Competitive Edge. You’ll have some real numbers to look at when comparing yourself to the business next door or two towns away. Armed with demographic and zip code data, you can even figure out where to open that next location. Insider knowledge about the competition helps level the playing field and gives you the knowledge needed to improve systems and operations.
  3. The Ability to Make Quick Changes. When you’re able to see up-to-the-minute data on sales, mail campaign success and new and returning customers, you have a secret weapon in your business success tool kit. You’ll do less guessing and more targeting. And you’ll more likely see a return on your effort and marketing spend.
 
At the end of the day, you don't have time to crunch more numbers, nor do you want to. Using a system connected with your POS that can automate your marketing data takes a complicated task and makes it easy. Streamlining your marketing process with a single/unified platform means more usable data for your restaurant, and less headaches for you.

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