• Restaurant Marketing

10 Powerful Ways To Use Captive Portals to Grow Your Business

by: Allen Graves On: December 27, 2021
6 min read

Running a restaurant requires more than just serving great food and assuming you’re giving guests exactly what they expect.

You need to know what your most loyal patrons expect so you can keep them coming back, rather than giving their business to competitors.

While you may already gather data through your POS system, it’s not always thorough enough to know what is most important about your guests.

But how do you find the time to collect more thorough guest data?

If you already offer free WiFi to your restaurant patrons, you can turn it into an intelligent data-gathering system using a captive portal.

A captive portal is a page that users are automatically taken to when they attempt to access the internet. On the page, they are asked to enter certain data points – such as their name and email address – prior to gaining access.

captive portal page

In addition, you can implement progressive profiling. This means that every subsequent time that guests log into the WiFi, the captive portal will ask them for a different data point, such as their date of birth, postal code, gender, and other information.

Over time, you will have a database of rich, clean customer data to use for segmentation, marketing, and making operational decisions.

You’ll be able to capture data you couldn’t receive from POS technology and have new methods to do more targeted, less-expensive marketing.

Here are ten best practices for captive portals to use for your restaurant marketing.

1. Monitor Customer Traffic for Better Marketing and Operations

Do you really know how many people come and go from your restaurant each business day? Maybe you know about a few loyal customers, though what about those you don’t know well?

When customers opt in to allowing you to collect their data by choosing to log in, you’ll know exactly who’s coming in, how long they’re staying, and when they leave. If they’re leaving too early, you can then adjust your restaurant marketing strategy, or to tap into other data to see why.

You’ll be able to make marketing and operational decisions with actual customer data and monitor effectiveness. You’ll be making intelligent, data-driven decisions to improve your business and lower costs.

2. Study and Improve Your Guest Churn Rate

It’s normal to see guests churn in the restaurant industry, though you don’t want a high churn rate.

Acquiring mobile data can help you determine some of the more specific reasons why the churn rate is higher than normal.

Does it relate to the wait staff in your restaurant? Or maybe it has to do with your menu and customers wanting some changes. Restaurants that take guest data seriously can study that data for insights into why a churn rate is high.

A WiFi customer intelligence platform like Bloom Intelligence will monitor the visit rates of each individual customer in your database. Using machine learning, it will determine when a customer is at risk of churning and will automatically send them a message to help lure them back.

It is all done behind the scenes. All you have to do is monitor the campaign reporting and tweak your messaging as necessary.

3. Understand How Many Guests are Returning?

Some customers you don’t know well may keep returning to your restaurant without your knowledge.

By studying their data, you can start treating them like VIPs with personalized marketing messages. Likewise, letting them know about special restaurant deals in real-time while in the local area can bring them in immediately.

Studies show that finding new guests is much more expensive than retaining the ones you already have. Get a grasp on your returning guest traffic and you can address return guest management in marketing and operations strategies.

It all starts with collecting customer data using your captive portal and WiFi sensors.

captive portal data to save churning guests

4. Promote Your Loyalty Program

Another best practice is to use the customer data to start a loyalty program for customers you value. You may already have one in place, but mobile data captured automatically goes toward creating more personalized programs.

You can also use your captive portal page to showcase your mobile app or loyalty program, complete with links and information.

Doing more targeting lets you send discount offers to segmented customers based on the things they like and their specific demographics. This will improve guest engagement and help lower marketing costs while improving customer lifetime values.

5. Re-Market to Customers Who Haven’t Visited in a While

It’s inevitable you’ll encounter loyal customers who don’t visit for a long while due to various circumstances.

If you gather data on them with a captive portal, you’ll know how to entice them back with re-marketing efforts. Restaurant re-marketing is sending targeted advertisements to your previous customers only.

You can do this by creating new Google and Facebook ads and target those you know are familiar with your brand, increasing advertising ROI while saving costs over sending mass advertising.

6. Send Offers/Promotions to First-Time Customers

How should you market to a first-time customer visiting your restaurant for the first time?

Capturing their data when they first visit can enable you to put together special offers and limited-time offers you know they’ll like and engage with.

While it might take several visits to gather more data, you can learn a lot about what a first-time visitor enjoys based on their behavior and spend during their visit.

Bloom can easily automate a message to go out to first-time customers to encourage them to return and become loyal guests.

captive portals can help customer loyalty programs

7. Optimize Staff Scheduling and Purchasing

Another best practice for capturing data through a captive portal is to use it to make more profitable business decisions. One of those includes staff scheduling.

Analyzing actual guest data behavior you captured from customers can help you bring in only the staff you really need on certain days and at certain times. Now you can save money on staffing you later realized you didn’t need.

Likewise, knowing your daily guest counts and visit times will help you optimize your food purchasing, eliminating the need to waste food, or have to 86 a menu item.

8. Closely Understand Marketing ROI

Creating content or offers for your restaurant may need A/B testing first. With captive portal data available, you can narrow this down faster so you don’t have to test as long.

Nevertheless, it’s always a best practice to do marketing tests on a consistent basis. Improving your offers can occur faster thanks to the thorough information you’ll have available.

Bloom’s detailed reporting modules can show you how many messages were delivered, how many customers opened and clicked the message, and who came back to your location and redeemed any offer you may have included in the message.

With testing and monitoring these metrics, you can optimize your messaging over time to get the most from your efforts. Best yet, it can all be automated using Bloom’s automated marketing suite of tools.

9. Compare Franchise and Chain Store Data

Those of you owning a restaurant franchise want to know what’s going on in each of your locations.

WiFi technology and captive portal data can help you compare performance at each location. You can easily load metrics from multiple stores and compare them side-by-side to see which stores excel in specific areas.

Then you can compare the marketing efforts from each location and perhaps optimize for locations that are not performing well in certain metrics.

Since the data is stored in the cloud, you can easily access it on your own mobile device to compare how many customers visit each location, and their behavior and spending habits.

The same best practice principles apply to chain restaurants. This could entail a lot more data since your chains may extend across state lines, and even international lines.

Bloom can show you not only the postal codes your customers are visiting from, but also the average income of each postal code area. This data can be used to optimize messaging and send specific messages only to guests from a specific postal code.

What’s important is to equip each restaurant in your chain with a captive portal WiFi system. You’ll finally see a big picture of what’s occurring in all of your stores without having to continually second-guess yourself. It is rich, clean guest data from your actual customers.

Bloom Intelligence captive portals guide

10. Discover Bloom Intelligence

What you have read above is only a fraction of what Bloom Intelligence can do to save you time and money while finding new customers, keeping them coming back, and improving your revenue on autopilot!

Call today to schedule a free demo. Discover all the ways Bloom can help save you time and grow your business. Call 727-877-8181 or click here to schedule a demo online.

Restaurant Marketing FAQs

What is Restaurant Marketing?

Restaurant marketing is the process of getting people to visit your restaurants. Restaurant marketing creates loyalty, provides data to research, analytics, and allows restaurants to gain a better understanding of their ideal customer profile. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising.

Learn More About Restaurant Marketing Here

What is WiFi Marketing?

WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door.

Learn More About WiFi Marketing Here

What is Restaurant Reputation Management?

Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. It is a very important aspect of running a successful restaurant business.

Learn More About Restaurant Reputation Management Here

How Does Bloom Identify and Bring Back Lost Customers?

Bloom Intelligence uses machine learning to identify at-risk customers. When one is recognized, the system will send them a message with an incentive to get them to return and re-establish their visit pattern. Bloom users are seeing up to 37% of churning customers return.

Learn More About Saving At-Risk Customers Here

SAVE TIME, INCREASE CUSTOMER LIFETIME VALUES, CREATE NEW CUSTOMERS

What our happy customers
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Austin Eggleston
Bob Cross, Vice President of Operations
Ron Murray
Matt Thompson, Managing Partner
Jacqueline Martin

“I highly recommend restaurants, dental/medical offices, and other businesses look into Bloom Intelligence as 1) their marketing technology is very powerful and 2) their team is AWESOME. As a marketing agency, Bloom has helped several of our clients grow their businesses via building their database and re-targeting them at the right time. Thanks Again!”

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Atlanta Bread Company

“This is an integral part of our local store marketing program. We use the e-mails we collect to tell our existing customers about various promotions, specials and discounts, and the analytics tools are amazing at capturing and displaying smart device activity in and around our store.”

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They go above and beyond to make sure our team and customers stay connected while helping us with our marketing efforts.”

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“I am currently working with Bloom Intelligence with Matt Ronay and Edward Kennedy. They are great to work with, respond quickly, and provide great support for noth my company and my clients. I have used other WiFi platforms but never received this level of service. I was looking for a service that would make it easy for me to sell WiFi lead generation and analytics to my clients without a lot of problems. They have provided this above and beyond. I highly recommend them to any agency looking to add this type of program to your services.”

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