Dive Deeper with Customer Data with Direct Ordering | modern restaurant management

With nearly two-thirds (63%) of Americans now ordering takeout at least once a month, and most of that group ordering online, restaurants are looking for unique ways to win customers through digital channels.

The secret to success on these platforms, however, lies less in the unique new dishes that restaurants promote, but rather in the customer data that they are able to collect. Yet historically, access to this critical restaurant data has been limited, preventing operators from knowing who is ordering from them and what they are enjoying.

To continue to be successful, restaurants need to take ownership of customer data through online direct ordering technology to better manage their digital channels and deepen their relationships with customers.

Rationalization of operations

Customer data is now critical to restaurant operations, and direct ordering can help operators use it to illuminate trends that are driving profitability, customer acquisition cost, and lifetime value.

When a customer orders directly from a restaurant, he agrees to share all his data with this establishment. An operator can then use order management technology to automatically create a complete profile of that restaurant, with insight into how often they order, the neighborhood they live in, and the menu items that turn them on. When replicated across thousands of customers, restaurants can use this data to gain a holistic view of their takeout and delivery operations.

Customer data is the future of restaurants

Location data, for example, could help an operator determine that most orders from the neighborhood west of the restaurant are on weekends and change delivery staff assignments to accommodate. Additionally, better examination of customer ordering habits and spending helps generate more complex insights into menu items. These could include repeat customers being more likely to try wraps or new customers ordering fewer entrees and can help operators place more accurate ingredient orders.

Compare that to third-party ordering, which lets restaurants guess where orders are coming from and who orders when. If a ticket arrives through a third party, an operator cannot tell whether it is a new customer or a regular order for the 50th time unless they recognize that person by her name.

In contrast, direct ordering helps restaurants better manage their digital ordering channels with deeper insights into customer data, not to mention avoiding costly third-party commission fees.

Improved customization

Perhaps the biggest benefit of having full access to online order data, however, is the ability to build closer relationships with customers through personalization.

Direct ordering inherently creates a more personalized experience for the customer, bringing them to a restaurant’s website while helping restaurants track customers with specific characteristics.

For example, online order management technology can help operators automatically tag their “regulars” and big spenders, giving them the ability to present them with unique offers on their favorite menu items or even include a special dessert in their bag when they reach a predetermined spending level. threshold.

This knowledge of customers can also help extend relationships beyond the virtual: since onsite and offsite data is visible on each customer’s profile, an operator can instantly recognize when a valuable online ordering customer is coming to dine on square. Reliable customer information can help servers achieve another level of service, offering those customers on-the-spot recommendations based on their preferred delivery dish or seamlessly accommodating a listed allergy.

Finally, ownership of customer data helps restaurants maintain more consistent and effective communication with their customers by tailoring marketing emails to specific groups. This could take the form of identifying frequent vegetarian customers and only sending that group a promotion for a new seasonal vegetable tasting menu, ensuring that each email resonates with their audience.

Customer data is the future of restaurants

Full access to customer data through direct online ordering is the best advantage for today’s restaurateur. However, operators should always consider a holistic strategy both onsite and offsite to better understand their customers by collecting and leveraging data throughout the customer journey.

Deeper insights into who their customers are, what they order or how many times they have visited provides operators with broader insights that streamline operations, while access to customer preferences can help create unique offers and personalization moments that build loyalty.

Contrary to the consumer myth that restaurants are out to steal your data, smart establishments use it to improve their customer experience, understanding exactly who their customers are to connect with them on a deeper level.

About Imogene T. Bishop

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