the bottom line: how restaurants and pubs can achieve new marketing insight

The Bottom Line

How restaurants and pubs can achieve new marketing insight

The world of customer data and insight is a fascinating place for marketers.

Thanks to the advent of technology, we are now able to collect more information than ever before

about our customers.

AND, AS WE ALL KNOW... KNOWLEDGE

IS POWER.

Data-driven marketing means pubs and restaurants can analyse the evidence and shape their marketing strategy based on real intelligence about their customers.

HERE’S HOW...

In other words, every customer journey leaves a trail of valuable information, from the research and booking stage, right through to

arrival, ordering, payment and beyond.

There are several ways a diner can book with you:

YOUR BOOKING PLATFORM

A telephone reservation

An online reservation via a third party aggregator

An online booking directly via your

website.

REMEMBER!Bookings via third-party aggregators charge commission per cover. Is

this approach contributing to sales turnover as you once believed?

Marketing efforts may be more effective if they drive more traffic and bookings through your own website.

YOUR BOOKING PLATFORM

All bookings - online or by telephone - should have a date and time against them so restaurants can review customer behaviour.

TIME OF BOOKING

TIME OF BOOKING

REMEMBER!This will help you to build a picture of how far in

advance bookings tend to be made, putting you in a better position to foresee busy and quiet periods.

How will you handle a predicted

shortfall?

What about time-specific promotions to help stimulate demand?

What are your best calendar dates to

promote special offers?

Menu choices and drinks orders can be stored in todays pantry: the EPoS system.

This data can be retrieved and used for future contact.

ORDER INFORMATION

REMEMBER!By linking the popularity of different dishes and drinks to individual customer records, marketing campaigns become more informed. Finally you can draw attention to those parts of your offering that your diners are really interested in.

ORDER INFORMATION

Ask yourself: what’s the dwell time in your pub or restaurant venues? What about return rates?You may have a rough idea, but with the right

technology you can be more precise.

VENUE TIME

VENUE TIME

OFFER

!

REMEMBER!

Create a targeted promotion designed to lure back lapsed or infrequent customers. Use your data to identify and reach these customers directly.

A restaurant booking system integrated with the EPoS system enables record payments and payment methods to be mapped against different customer profiles. This type of restaurant booking system also has the ability to take online deposits, which are automatically redeemed through the system.

Working with an EPoS integration makes it easier for you to identify which customers are spending the most with you and reward them accordingly, in opposition to a manual process which can be time consuming.

TIME TO PAY

Linking spend to customer records allows you to segment your customer database and market to each group.

Why would you focus your “Prime Steak and Red Wine” promotion on those customers who have never ordered steak and red wine in the past, or have specific dietary requirements, such as vegetarian and vegan options?

“Prime Steak and Red Wine Night”

TIME TO PAYREMEMBER!

OK, this issue can never be totally avoided. But analysing the data over time will reveal patterns

and help predict what proportion to expect.

NO-SHOWS & CANCELLATIONS

Marketing and operations can work together on this one:

NO-SHOWS & CANCELLATIONS

REMEMBER!

Operations To facilitate calculated

overbooking according to predicted drop-outs

Marketing To help publicise last-minute

availability through email and social media

DATA-DRIVEN HOSPITALITY MARKETING… IT’S THE FUTURE!

Now that marketers have deep customer insights at their fingertips, there’s no going back. Marketers can use customer feedback after their visit to understand the dining experience they had, before turning this on its head and using insights to improve future visits.

DATA-DRIVEN HOSPITALITY MARKETING… IT’S THE FUTURE!

Promoting a pub or restaurant can now be guided by accurate information about the customers, how they behave, what they spend and what they prefer.

DATA-DRIVEN HOSPITALITY MARKETING… IT’S THE FUTURE!

Your marketing efforts are spent intelligently, with greater chances of making a real and positive impact.

THE BOTTOM LINE?

• Data-driven marketing gives pubs and restaurants the power to shape marketing campaigns more effectively

• Knowledge of the platforms customers use find you and book can help to redirect efforts and improve profitability

• Data on time of booking and order information can help to manage footfall and guide promotions

• A good restaurant booking system allows customers to be tracked, with return visits logged and the ability to target and attract lapsed customers

• Data collected on no-shows and cancellation rates can be used to inform marketing activities aimed at filling last-minute availability

DON’T FORGET:

Want to know more about how data and digital marketing can boost pubs and restaurants?

Essential digital marketing strategies for the fast-moving restaurant industry

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