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R E S TA U R A N T T R E N D S

CONTRIBUTING WRITER

ANNA BOGDANOVA, HEAD OF BRAND, LOYALTYPLANT

5TO CONCEPTS HELP SHAPE YOUR

RESTAURANT CRM IN 2017 it and engage with it, so make sure you continually give reasons for new customers to install it and existing users—to log in. If customers know upfront what they are signing up for and are incented, they’ll be less likely to delete your loyalty app or unsubscribe from communications later on.

Although Millennials spend over 44% of their food dollars on eating out (which is a lot more than just a few years ago), they are not the easiest bunch to turn into regular customers. Older generations even more so due to typically larger income and evolving tastes. 2017 just might be the year of engagement crisis for fast casual restaurants and chains: people are getting really weary of similar marketing campaigns and messages they are constantly bombarded with.

overall activity on mobile devices now accounts for two-thirds of digital media time. So, here are five concepts to consider when defining your 2017 CRM strategy: Incentivize Your Customers to Share Personal Data

The success of your marketing efforts heavily relies on what you know about your customers, and your customer database needs to be a year-round priority. Keep in mind that nobody will fill out guest experience cards these days. What still works really well, Customers want to release their however, is engaging customers personal information on their own on their own terms, and mobile terms and in the easiest and most channels are great for that. 70% of rewarding way. mobile phone users actually want to have loyalty cards on their devices, If you have a mobile app, the and recent research shows that data gets richer as customers use

Food & Beverage Magazine |January 2017

Ideas: Make it a quick and easy experience for your customers to install your restaurant app and register their personal info using your wi-fi access. Offer an incentive like a menu item for the download. Consider an ongoing lottery with a regular prize like a meal for two: restaurant guests are usually much more inclined to share personal data if there is a drawing involved. 2. Get Laser Focused in Your Targeting Use the year end and Q1 to exhaustively analyze which tools your specific audience engages with most and reflect on which campaigns have worked effectively for your restaurant. Then consolidate your marketing to fuel these efforts. Carefully segment your audience for different campaigns


Food & Beverage Magazine January 2017