The more you know about your restaurant customers, the better you can serve and market to them effectively. So how can you find out more about your anonymous guests? Try these tools for collecting and tracking customer data.
If you have a website for your restaurant, Google Analytics can provide a wealth of data about who is visiting your site and how they are getting there. Are site visitors all coming from your city, or from a range of nearby towns? If you’re seeing traffic from a range of towns, that can be a clue that you have more potential customers than you think, so it could be worth expanding your marketing efforts in nearby regions. Restaurant Engine has some additional tips on how restaurants can effectively use Google Analytics’ insights.
If you manage a Facebook page for your restaurant, chances are, most of your Fans are regular (or occasional) diners at your establishment. You can use the Facebook Insights tab to collect informative data about your customers, such as their age and gender ratios, and what town they live in. It can also help you track how many people are viewing and clicking on your links, so that you’ll know which types of content and promotions appeal to the largest number of fans.
If you offer table service, but there’s often a long wait for tables, NoWait can be an effective tool for both managing waiting times and gaining access to data about your repeat visitors. This mobile app allows you to track your restaurant seating, alert customers when a table is ready via their own mobile devices, and even keep track of how often particular customers are visiting. You can use it to create guest profiles, collect email addresses, and market to your visitors.
iPad point of sale solutions
A couple iPad point of sale solutions (Instore included) provide the capacity to track customer data including email addresses, home address and phone number, favorite orders, and visit frequency. You can use this data to help keep track of personal information about your regulars when they visit, and use aggregated data about menu orders to track which menu items are most successful and which ones are not selling. These analytics capabilities can help you not only learn more about specific customers, but learn more about your restaurant’s overall performance.
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