Starting from single page views, re-tweets, menu clicks and Facebook posts, restaurants obtain various pieces of data every single day. Here lies the biggest problem, of restaurants not being able to easily access most of it. There also is a fear amongst owners and managers when it comes to “analytics” and “big data” although importance of analytics for restaurant is undoubtedly high.
Owners and managers should look at this data as an opportunity instead of being scared of it. This information could be used as a key tool in increasing profitability for their restaurant. Not making the most of it can ultimately cost them money and opportunities through ludicrous menus, marketing campaigns that are not well targeted, and social media posts that are not aimed at the right customers.
At Canadian Honker in Rochester, their management had no idea that their customers were looking to the restaurant for gluten-free dishes until owner Powers Ventures started using Brand Hoot to develop new websites for its brands and provide analytics consulting. That’s when they got to know that their top 10 pages viewed was its gluten-free menu, which at the time was more of an afterthought.
Another fact that the restaurant got to know was that their vegetarian items were a big search hit and thus they accordingly came up with a new menu and began marketing itself to that customer base.
“In the restaurant business, any time you can get a little smarter, it goes a long way.”
In the end its just data that we are talking about. If you choose to do nothing with it and just let it be, then it’s all pretty useless. Also, you don’t need to get overwhelmed that you have loads of data. The best bet to go about it is to start with one or two pieces that matter and start from there.
In most cases restaurant owners have a difficulty in creating a profile for their ideal customers, mostly because they think everyone is their customer. Instead, owners should think about who their best customers are and refer to the data that informs how those people interact with the brand.
“Look at who you’re trying to communicate with and where they’re looking for you or your competitors.”
Referring and researching Google Analytics for restaurant yields valuable information such as how people are landing on the restaurant’s website, what searches are generating traffic, and if posts on Facebook and Twitter are resulting in cross-linking from those sites.
Knowing and defining your “ideal/best customer” profile is beneficial as it helps you form effective social media strategies across various platforms. You also exactly know which one deserves your immediate and utmost attention.
There are many tools for various things that can be used to optimize your business but the right way is to first work on effectively using one tool than have a poor presence on 10 tools.
Another prominent mistake that many restaurants make is to not know what they should really be talking about on social media. Restaurants should analyze their Facebook data on a weekly basis. Consider and research their post performance and then aim at engaging to more fans and reach more customers.
CirQ Point Of Sale is proven to be a fantastic tool in helping the restaurants understand their audience and make the most of their data, in an ever-changing industry.