• Restaurant Marketing

Improving Restaurant Operations Using WiFi Analytics

by: Ron Zvagelsky On: November 27, 2019
3 min read

Perhaps you’ve used analytics before in your business, but how thorough and easy to understand were those analytics? And were they a simple snapshot in time? WiFi analytics solutions include improved technology that goes beyond basic information to give you true, real-time insight into your restaurant business and its patrons.  

Are you still using an outdated data collection strategy to understand who your customers are and predict future in-store traffic?

As innovative as Wifi marketing and analytics is, you may want to take a deeper look at the location analytics and other data available through in-store analytics generated through your social WiFi network for some great restaurant marketing ideas.

For operations managers and marketers, the information available can make a huge difference in how and why you launch specific marketing campaigns, schedule staffing and execute data-driven purchasing and food-prep.

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Using Real-Time Data to Determine Future Demand

With real-time analytics collected through your guest WiFi access point(s), you now can determine how much demand your marketing campaigns are creating. As Harvard Business Review notes, this helps control costs on buying inventory and planning menu items.

In many cases, once a customer logs into your WiFi network, you can easily and passively offer deals and other customer loyalty incentives.  You can invite your customers to be a Facebook follower or a Twitter follower and more thoroughly engage with your most loyal customers. 

Even more valuable is the ability to use data analytics from multiple store locations. You’ll know what time of the day is popular with marketing niches, and what target demographics are frequenting which locations. Then you can plan menu offers and specials accordingly.

Customers who visit multiple locations, by virtue of their shopping habits, can contribute to the information used to appeal to other potential loyal shoppers with similar demographics. And real-time data lets you know whether the marketing campaign you’ve created requires optimization or should become abandoned to save money.

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How WiFi Analytics Can Aid in Restaurant Operations

While marketers can gain a lot of insight from in-store analytics, consider the impact on your restaurant operations manager(s). If you’re using WiFi analytics, your operations team should always be involved in reviewing and studying your metrics. In helping them predict foot traffic, they can schedule staffing, inventory buys and even investigate potential changes to operating hours to accommodate customer demand.

Factors such as competitive pricing may be less important than offering store hours that correlate to customer shopping preferences.  If you don’t lower prices, you aren’t sacrificing margin. Through Wi-Fi technology, you’ll be able to track customer traffic, return visits and customer churn rates. With Bloom Intelligence, many of the anonymous metrics can be collected even if customers don’t log into your WiFi.

Better Staffing Schedules

A major aspect to in-store analytics is knowing how much staff you may need at a given time. By carefully tracking foot traffic and seeing when your peak hours are, you’ll be able to schedule staffing with greater accuracy.

Now you can eliminate scheduling too much staff to cover during parts of the day when foot traffic is at its lowest. You eliminate waste this way and bring in more profitability while not spending money on something unneeded.

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Bringing a Better Overall Customer Experience

Using WiFi analytics to determine how customers behave at your locations lets you shape things for a more meaningful time on your premises. Since these metrics determine how effective your visual merchandising is, you’ll know whether your in-store product placements and advertisements are really working.

By adjusting to what customers prefer, you’re giving them a better in-store experience. And through A/B testing, you’ll determine how personal your store marketing should become while always keeping your customers’ favorite items in stock.

To discover the power of wifi marketing and analytics, and how you can apply them to your marketing and operations, schedule a free demo of the Bloom Intelligence platform. You’ll quickly see that this relatively new technology can be a boon for your business, and a catalyst for improving customer loyalty and spend.

Schedule a demo here, or call us at 727-877-8181

 

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
are saying

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!”

Austin Eggleston

“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

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.”

Ron Murray

Atlanta Bread Company

“They have always been attentive through whatever needs and questions we have.

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

Matt Thompson, Managing Partner

Madison Social

“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.”

Jacqueline Martin

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