How Restaurants Can Turn Analytics Into Valuable, Actionable Insight

Restaurants aren’t just in the food business anymore. They’re also in the business of collecting valuable information. In today’s technology-driven business climate, tracking data analytics is just as crucial to a restaurant’s success as menus and marketing campaigns. But it’s not enough to simply collect data and be done with it. Once restaurants have enough information, it’s their responsibility to find a way to put it to good use.

One obvious way analytics help brands take their business to the next level is tracking sales. By looking at sales trends and seasonal preferences, restaurants can determine how to save money when ordering inventory. It also enables them to predict which items are going to be big hits with customers and when their popularity will spike.

Another way analytics help restaurants grow is by profiling customers. Restaurants have to be able to understand the people walking through their doors in order to best serve them. When brands know their clients, they’re able to customize coupons and specials. Guests that receive individualized promo emails, texts and flyers for their favorite dish or drink are more likely to use them. That then builds customer loyalty.

One brand that’s taking advantage of customer profiles is MOOYAH Burgers, Fries & Shakes*. The brand recently launched a loyalty program that helps track their customers’ purchases and preferences in order to better serve them.

“With the MOOYAH Rewards App, we can now directly engage with our guests based on their specific purchase history, likes, dislikes, frequency and more,” said Natalie Anderson Liu, MOOYAH’s director of marketing. “For today’s consumers, mobile customer-brand engagement, targeted offers and rewards for referrals are crucial to building loyalty and fostering new devotees.”

Even menus are subject to analytics. Everything from their appearance to their content determines what customers decide to order, and whether or not they’re going to come back again. By tracking what items customers are drawn to, menus can eliminate options that aren’t getting any traction and play up the meals that are bringing consumers back for more. Restaurants can also monitor what menus potential guests are viewing online. If a certain menu is getting a lot of clicks, like vegetarian or gluten free options, brands can add to it and market it in order to cater to those customers.

Franchises can also use analytics to test new store programs and procedures. QSR notes that it’s common for brands to roll out new offers in a handful of locations, and then see how it plays out. If it’s successful, they can move the new system to other restaurants. But if it doesn’t get positive feedback, they can end it before wasting valuable resources by launching a losing program in every location at the same time.

Lastly, it would be impossible to discuss restaurant analytics without touching on social media. It’s no secret that brands need to have a strong presence on platforms like Facebook, Twitter and Instagram in order to directly engage with their fans. Brands that are responsive and are willing to work with their customers outside of their restaurants earn positive reviews, which creates a strong brand identity.

Toppers Pizza* is an example of a brand that capitalizes on its social media following. The company rolled out a new version of its Topperstix, 3-Cheese Garlicstix, on Facebook. Toppers didn’t advertise the new product, and there was no mention of it on its menu.

“More and more, our customers are interacting with us online. We realized we have to live where they live every day,” Iversen said. “We succeed with traditional word-of-mouth, by friends telling other friends about us, but a big place where we can stay ahead of the other guys and be more nimble is in social media. It’s a natural extension of our business to launch this social media-based marketing.”

Restaurants collect more data than they realize—every time a customer reads a menu online or shares something to their Facebook timeline is a moment that creates a potentially invaluable piece of information that can help a business improve. It may feel overwhelming and seem like a lot to take on, but it’s essential for growth.

The National Restaurant Association recommends keeping track of both structured and unstructured data in order to make the most of their feedback. Structured data, like specific sales transactions and information from POS systems, explains what’s going on inside your business. Unstructured data, like social media and customer preferences, helps break down what’s happening after customers close out their tabs. When those groups are combined, restaurants are better equipped to turn their data into successful business strategies.