You likely have guests whose habits you’d like to change: The one who regularly orders delivery from you even though he lives in your neighborhood, or the couple who visits semi-regularly who you’d like to see more frequently. Understanding and mining your data can help transform some of those guest behaviors in the direction you’d like. Allison Page, founder and chief product officer of the restaurant platform SevenRooms, told the Spoon recently that data is changing the game for restaurants by empowering them to build better relationships with guests. When you know the regular customer who orders delivery from you lives nearby, for example, you can entice him with a promotion of his favorite appetizer if he collects his order in person. If you know the favorite dish or wine of the couple who visits you only every now and then, you can invite them to a wine-tasting event or other experience featuring the wine they like along with a new dish you’re promoting. What clues are your guests providing through the data they’re sharing with you?
Using artificial intelligence in your restaurant isn’t necessarily about investing in a robotic chef to flip burgers. Increasingly, it can help restaurants manage the nuances of customer data – something that can benefit any restaurant. A recent report from Nation’s Restaurant News described how the brand El Pollo Loco is using an A.I. product called Merlin to help boost the capabilities of its loyalty program. By using A.I. to sift through reams of customer data, Merlin can help the brand get more strategic with the offers they make to customers – for example, suggesting items past customers are likely to order, but also not offering deals or discounts where it’s not as necessary to retaining the customer’s loyalty.
Mobile loyalty apps will have a significant impact on the industry this year. That was the sentiment of 31 percent of respondents to a recent TD Bank survey of 254 owners, operators and executives of independent and franchised multi-unit restaurants. A separate survey from TrendSource found that diners are more interested in using a restaurant’s app for delivery and pick-up than a third-party app. Part of what makes restaurant-branded mobile apps an easy win for restaurants is that whether you operate a food truck, pop-up restaurant or fine-dining restaurant, there is mobile app functionality that can ease ordering and payment, deliver customized promotions and build loyalty – and at accessible price points.
Imagine craving your favorite sandwich from a local quick-service restaurant on your way home from work, and as soon as you drive into the lot, the restaurant takes a photo of your license plate and can use that image to pull up past orders you have pre-programmed with them. As a result, you can bypass the drive-thru line of customers who don’t yet know what they want and instead collect your order at a separate window and be on your way. As Aaron Allen, founder and chief strategist at restaurant consultancy Aaron Allen & Associates, told Forbes, “There’s a big profit bump just by shaving seconds off drive-thru orders.” Leaders in the space are catching on ― watch for similar benefits to come from McDonald’s in the wake of its acquisition of Dynamic Yield.
If your restaurant shows games or other live events on television, you are likely aware of Tunity, a company that makes it possible for people in fitness centers, sports bars, hotels and other venues to use their smartphone to listen to audio from muted televisions showing live events. The company was onsite at the National Restaurant Association Show to promote its testing of a new feature that may help restaurants target guests with special offers based on their viewing preferences. So, as Nation’s Restaurant News reports, if one of your guests is an L.A. Lakers fan, Tunity’s app can help you send a push notification to entice the person to watch the Lakers’ next game with you — and get a free beer or other offer in exchange.