The document discusses how pubs and restaurants can use customer data and digital marketing to improve their business. It explains that customer data collected from booking platforms, order information, dwell times, payment methods, and no-show rates can provide valuable insights. This data can help businesses predict demand, tailor promotions, incentivize return visits, and reduce no-shows. When combined with the right technology, customer data gives marketing efforts powerful knowledge to positively impact sales and customer experience.

1. TURNING CUSTOMER DATA
INTO MARKETING INSIGHTS
The
Bottom Line:

2. Customer data is gold
dust for marketers in
every industry.
And innovative technology
means we’re now able to
collect more information
than ever before about
our customers.
And, as we all know... knowledge is power.

3. Data-driven marketing means
pubs and restaurants no longer
need to make assumptions
about their customers. They
can analyse the evidence and
shape their marketing strategy
based on real intelligence.

4. Just like Hansel and Gretel, every customer leaves breadcrumbs
throughout their journey. From research and booking, right
through to arrival, ordering, payment and beyond, there’s
valuable information to be found at every stage.
Here’s how...

5. YOUR BOOKING PLATFORM
There are several ways a diner
can book with you, such as:
A telephone
reservation
An online reservation
via a third party
platform
An online booking
directly via your
website

6. YOUR BOOKING PLATFORM
Remember!
Bookings via third-party providers incur a commission
per cover, eating into your hard earned profits.
Marketing efforts are likely to be more effective when
they drive traffic and bookings through your own website.

7. YOUR BOOKING PLATFORM
All bookings – online or by telephone –
should have a date and time against them so
restaurants can review customer behaviour.

8. YOUR BOOKING PLATFORM
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.
What about time-specific
promotions to help
stimulate demand?
What are your best calendar
dates to promote special
offers and occasions?
How will you handle a
predicted shortfall?

9. ORDER INFORMATION
Customers’ spend is stored
in EPoS, allowing you to build
a detailed picture of their
buying preferences over time.
This data can be retrieved and
used to craft future marketing
messages and promotions.

10. 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.

11. VENUE TIME
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.

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

13. TIME TO PAY
A restaurant booking system
integrated with EPoS enables
payments and payment methods
to be mapped against different
customer profiles.
Whereas manually segmenting customers
according to how much they spend is a
laborious task, EPoS integration makes it
easier for you to identify which customers
are spending the most with you and
reward them accordingly.

14. TIME TO PAY
“Prime Steak and Red Wine Night”
Linking spend to customer records
allows you to segment your customer
database and market to each group.
For example, why would you focus
your “Prime Steak and Red Wine”
promotion on customers who have
never ordered steak and red wine
in the past, or have specific dietary
requirements, such as vegetarian and
vegan options?

15. 2. Analysing your data over time helps you
find patterns to predict what proportion of
diners are likely to cancel or not turn up.
1. Sending friendly email and
SMS reminders to customers
helps to reduce the no-show rate.
It’s impossible to avoid this issue –
but you can reduce the impact.
NO-SHOWS AND
CANCELLATIONS

16. NO-SHOWS AND
CANCELLATIONS
Remember!
Marketing and operations can
work together on this one:
to facilitate calculated overbooking
according to predicted drop-outs
to help publicise last-minute availability
through email and social media
Operations
Marketing

17. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
Now that marketers have
deep customer insights
at their fingertips, there’s
no going back. Business
owners and marketers
can use customer
feedback to understand
their dining experience,
and use these insights
to improve future visits.

18. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
Promoting a pub or restaurant can now be guided
by accurate information about customers, how they
behave, what they spend, and what they prefer.

19. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
The Bottom Line?
Your marketing efforts are
spent intelligently, with
greater chances of making
a real and positive impact.

20. Data-driven marketing gives pubs and restaurants the
power to shape marketing campaigns more effectively
Knowledge of the platforms customers use to 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 throughout their journey, with return visits logged
and lapsed customers incentivised to revisit
Data collected on no-shows and cancellation rates can be
used to inform marketing activities aimed at filling last-
minute availability
DON’T FORGET

21. Want to know more about how data
and digital marketing can boost
pubs and restaurants?
Get your eGuide
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