​Can they trust you with their data?

We’re swimming in a growing pool of consumer data – and increasingly, that data will help you understand your customers better, offer them new conveniences and predict what menu items and promotions they will love. But consumer protections around their data are growing too, requiring people to “opt in” to what you offer (and simultaneously reminding them that you are tracking their preferences). When customers use your technology, whether it’s to place an order or join your loyalty program, be clear about how you plan to use their data and what the benefit is for them. Will it make their ordering process lightning-fast? Enable you to bring a packaged order outside as soon as the customer approaches your driveway? Put your intentions in plain English as much as possible and mention that they can opt out (and help them understand why they wouldn’t want to).