• Restaurant Marketing

Maximize Your Marketing ROI: Harnessing Guest Data for Optimal Impact

by: Allen Graves
6 min read

In the hospitality industry, particularly in the restaurant sector, understanding and connecting with your guests is the cornerstone of success.

As the restaurant industry evolves with technology, the ways in which establishments can interact with and understand their guests have expanded. Capturing guest data is no longer a simple sign-up sheet at the counter.

Instead, modern restaurants use a combination of tech-savvy methods to gain insights into their customer base.

Here, we explore various channels through which restaurants can collect guest data and how to leverage this information for segmented  targeted restaurant marketing campaigns that drive higher ROI and ultimately, more revenue.

guest data for restaurant marketing

Collecting Guest Data

Collecting guest data is integral for businesses aiming to personalize their offerings and enhance guest experiences.

Various methods can be employed to gather this invaluable information, however the simplest way is to utilize the power of a restaurant customer data platform (CDP) that can gather the data automatically and aggregate it into one easy platform.

Using a CDP, you can gather rich, clean guest data in these various ways:

WiFi Logins

Offering free WiFi is now a standard in many restaurants. A login page, also known as a captive portal, can request basic contact information, such as an email address, which then can be used to send marketing communications. Additionally, WiFi systems can often track the frequency of visits, allowing restaurants to identify and reward regulars while discovering their churned guests.

Online Ordering Platforms

When customers place orders through an online system, restaurants can record their menu preferences, ordering patterns, and typical spend. This data is a goldmine for creating personalized offers and understanding which dishes are hits.

Online Reservations Platforms

Reservation systems like OpenTable provide insights into dining habits, special occasions, and even guest feedback. They also make it easier to remember guest preferences for future visits, creating a personalized experience that encourages loyalty.

Website Forms

By incorporating forms for newsletter sign-ups, contact inquiries, or even blog subscriptions, restaurants can gather a variety of data points including name, email, and interests.

POS Systems

Modern Point-of-Sale systems are more than just cash registers. They are comprehensive data collection tools that track sales patterns, item popularity, peak times, and individual guest spending habits.

Loyalty Programs

Loyalty programs can track what guests buy, how often they visit, and what promotions they redeem. This information is critical in tailoring loyalty rewards that resonate with guest preferences.

guest data sources for restaurant marketing

Harnessing Guest Data for Targeted Marketing Campaigns

In today’s digital age, generic marketing campaigns often fall on deaf ears. The consumers of today, more informed and discerning than ever, gravitate towards brands that recognize and cater to their individual preferences.

For restaurants, guest data stands as a powerful tool in designing marketing campaigns that genuinely resonate. Here’s how restaurants can harness this data for more precise and impactful outreach.

Understanding the Customer Profile

Before launching any campaign, it’s crucial to understand who your customers are. Guest data can reveal:

  • Demographic Information: Age, gender, location, etc.
  • Behavioral Insights: Peak dining times, reservation habits, or feedback.
  • Contact Information: names, email addresses, phone numbers.

With this composite profile, restaurants can craft campaigns that appeal directly to their core audience’s characteristics and preferences.

Guest data, when used strategically, can transform marketing campaigns from broad-strokes to finely-tuned works of art. It bridges the gap between restaurants and their patrons, fostering loyalty, increasing engagement, and ultimately driving business growth.

By understanding and acting on guest data, restaurants can navigate the competitive landscape with agility and precision, ensuring their messages hit the mark every time.

Customer Segmentation

Once you’ve gathered a sufficient amount of guest data, the next step is segmentation. This involves dividing your customer base into distinct categories based on shared characteristics.

These categorized groups are often referred to as customer segments or buyer personas. Equipped with this insight, you can design marketing campaigns that are meticulously tailored to align with the unique characteristics of each segment.

The act of dividing a customer base into specific clusters based on shared demographics or behavior patterns is termed customer segmentation.

This data serves as a roadmap for restaurant marketers, aiding in the creation or refinement of marketing initiatives, ensuring a personalized guest experience both online and in physical locations.

Furthermore, this data is instrumental in evaluating the potential success of new offerings, be it services, products, or menu additions, before they’re introduced to the public.

Tapping into these advantages can amplify ROI and bolster your overall profitability long term.

ROI Improvement through Segmentation and Personalization

Why should you segment your customer base? The answer is simple.

Segmented, targeted marketing is much more effective in terms of engagement and ROI. Here are some examples:

  • An article from CMO.com stated that targeted advertisements are, on average, almost twice as effective as non-targeted ads.
  • eConsultancy.com reported that 74% of marketers say targeted personalization increases guest engagement.
  • In a study by The Direct Marketing Association, segmented and targeted emails generated 58% of all marketing revenue. And 77% of ROI comes from segmented, targeted, and triggered campaigns.

The major benefit of executing targeted personalized marketing campaigns is that you are sending your message to guests who are more likely to engage and respond.

With the ability to collect guest data like contact information, demographics, physical behavior, guest ratings, purchasing habits, and other targeted information, you can deliver this type of highly effective messaging to help your business grow.

The ultimate goal of collecting guest data is to improve ROI by driving more business and enhancing the guest experience. By segmenting and personalizing your marketing campaigns:

  • Higher Engagement: Personalized emails have been shown to have higher open and click-through rates than generic ones.
  • Increased Loyalty: Recognizing and rewarding a guest’s preferences can foster loyalty and repeat business.
  • Efficient Spending: Instead of blanket marketing campaigns, targeted efforts ensure that marketing dollars are spent more efficiently, reaching those most likely to convert.
  • Enhanced Experience: By understanding and catering to individual preferences, restaurants can provide an unmatched dining experience, leading to positive reviews and word-of-mouth referrals.

When you use customer segmentation and launch targeted marketing campaigns, your guests recognize the personal touch in your communication.

Modern customers demand personalized advertising, marketing, and messaging. When they experience this personal touch, their engagement rises, strengthening their loyalty to your brand.

As customers connect with your tailored message and engage more, they’re much more likely to revisit your store.

Bloom Intelligence provides an affordable yet potent solution for this. If you aim to foster greater guest loyalty and expand your business, then Bloom Intelligence’s restaurant marketing platform is the answer you need.

guest data for restaurant marketing

Discover Bloom Intelligence

Bloom Intelligence is an AI-powered restaurant marketing platform that includes a powerful customer data platform, automated data collection, marketing automation, and reputation management tools.

Guest data is collected from many different sources and aggregated into one single platform, making it simple and easy to analyze and segment your restaurant’s guest personas for your restaurant digital marketing.

Data is collected from sources like WiFi logins, online reservation systems, online ordering platforms, POS systems, website forms, social media and more.

Bloom makes guest data collection effortless, allowing you to quickly execute the strategies listed above, saving you time, increasing customer lifetime values, attracting new guests, improving your reputation, and boosting your bottom line.

Click Here to Schedule a Free Online Demo, or call 727-877-8181 to see how we can help you save time and drive tangible results for your restaurants.

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


What our happy customers
are saying

“SaaS that covered so many bases for us instead of having to use multiple software products. Bloom Intelligence has simplified our responses to reviews, customer feedback, and more. I highly recommend Bloom Intelligence.”

Robert Sanderson

“Bloom Intelligence really is a step ahead in terms of marketing software and metrics. Their product is reliable, fast and innovative and has helped the company I work for really grow.”

John Marchetti

“Working with Bloom Intelligence has been amazing. They assist you every step of the way and work with you hand in hand to make sure you are optimizing your advertising potential. We are excited to use this tool to help learn more about our customers so that we can personally engage with them and understand our strengths/weaknesses.”

Ariel Ramirez

“In these challenging times, it has been a pleasure working with Bloom Intelligence to help facilitate our service offering to our clients. They were extremely responsive and provided support to mitigate risk and minimize revenue loss. Great partner!”

Stefan Kim

“We’re extremely pleased with the wealth of customer data that we’re able to gather, at a very attractive price.  In addition, we’re able to communicate our new product promotions by using  the landing page as a digital billboard.  A “no-brainer” for anyone working with limited Marketing $$.”

Bob Cross, Vice President of Operations

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