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Location Analytics for Improved Restaurant Marketing & Operations

by: Ron Zvagelsky On: December 18, 2019
5 min read

If your location-based marketing campaign doesn’t incorporate location analytics collected through wifi access points, you are missing a huge opportunity to improve the return on investment of your marketing dollars. Likewise, restaurant operations can be greatly improved, and measured, using location analytics.

As any brick and mortar establishment marketer knows, it’s all about the traffic. So, things like what brings your customers in, what drives them to stay, and how can you get them to come back, are powerful marketing nuggets that a savvy marketer can mine from their wifi location analytics. 

What Is WiFi Location Analytics?

Not all social wifi networks are created equal. Some social wifi solutions are great at providing WiFi service for your customers. This is a wonderful advantage and powerful incentive for customers to do business with you. But there are other WiFi marketing and analytics platforms that offer detailed, comprehensive location analytics; rich, behavior-driven data about the foot traffic that enters your location.

location analytics for restaurant marketing

There is an incredible amount of customer data potentially available through WiFi location analytics including customer visits, length of visits, return visits.  

Wouldn’t it be great to know these data, and apply to your email marketing and outreach? And at some point, to incorporate social media and customer engagement based upon your skillful ability to hone your marketing campaigns and restaurant operations based on real-time data analytics.  

A quality WiFi marketing and analytics platform, like Bloom intelligence, can provide these powerful location-based marketing analytics. 

In 2020, location analytics, also known as presence analytics, should be a core business marketing tool for brick-and-mortar businesses. Without understanding how customers are responding to your marketing campaigns and revisiting your location, your marketing will be hit or miss, at best.  

Location analytics using your WiFi access points can be gathered even if visitors do not log into your WiFi.  Yes, read that again…your visitor doesn’t even need to sign onto the WiFi. Anonymous information is captured, including length of visit, traffic patterns, time of day, and even repeat visits.

And Bloom will know when any of those devices return to your location, giving accurate, tangible data to measure you marketing campaign results.

Location analytics are vital for brick-and-mortar marketing to become more efficient, more effective and more profitable. Here are 5 steps to drive more business using location analytics gathered through your WiFi access points:

1) Location analytics can reveal what is driving customer visits

Many marketing campaigns are based partially on fact, partially on experience, and partially on a hunch. You have an educated concept of who your target marketing persona is, and you believe you understand their motivating factors. But how can you know for sure whether your marketing campaign is on target?  

Location analytics can capture traffic data regarding customer visits that you’ve never had access to in the past. Does foot traffic increase when you run the campaign? Does it stay the same? Are you attracting new prospects, or are past customers making return visits?  Even time of day and day of week traffic can be segmented and evaluated. To understand what is driving business, it is critical to measure which marketing message or media is impacting your customers.  And in restaurant marketing, more visits are typically the main goal of your campaign.  More visits means more revenue, and consequently, more customer data. 

2) Location Analytics Reveal What Drives Repeat Customer Visits

Location analytics not only provide a data trail to improve marketing messaging and increase your customer base, they also can reveal return customer data. Campaigns designed to reach first time consumers versus driving return traffic can be measured based upon consumer’s activities.  

Using location analytics, you can easily distinguish when a customer comes back, and over time, this is a fabulous way to define campaigns based upon traffic goals, and then determine whether the messaging is working with accurate, tangible location data.  Without this information, your marketing dollars can be spent on endless campaigns and even repeated campaigns that could be ineffectual. Instead, real-time traffic analytics can validate and support marketing effectiveness.   


3) Marketing campaign messaging can be refined and improved using location analytics

Real-time location analytics provide insight into marketing messaging and whether or not it is effective and engaging. For example, if the ultimate marketing goal was customer retention, location analytics are helpful in providing baseline data, as well as metrics to accurately measure against.

Once a baseline is established, messaging can be refined on an ongoing basis with AB testing.  With real-time behavior analytics, the marketing campaign can be tested and continuously improved while results can be realistically measured in real time. 

4) Revisit campaigns with more efficient offers based on location analytics

Over time, as more data is gathered, you will be able to easily go through your campaigns to find those that are resonating with your various target customer groups. From there, testing other offers can hone in on what is working the best for your business and marketing goals. Inefficient marketing campaigns can be reduced or eliminated, yielding greater return on marketing investment.

For example, it would be best to measure what customer retention is like initially through your WiFi access points. If customers visit, but do not stay long, you’ll know exactly how long they are staying? And then after you have developed and deployed marketing efforts to boost retention rates and dwell times, you can look at the analytics again. Is there an improvement in the numbers? If not, what needs to be done to improve?

This will help improve and enhance marketing efforts in order to drive long-term, sustainable success. And with Bloom, you can have various campaigns being executed simultaneously to each of your different customer personas.


5) Data from location analytics results in improved return on investment

As data are gathered, eliminating inefficient marketing programs will result in cost savings, as well as creating more effective marketing campaigns. This has the effect of improving return on marketing investment while driving customer lifetime values and per-person averages higher. 

Using location analytics through a WiFi marketing and analytics platform like Bloom Intelligence is one of the best ways to gain a direct channel of insight into your customers. It provides a level of insight that is simply not be possible through other solutions. Having access to accurate, comprehensive location analytics will help propel a business to improve and enhance current offerings in a much more targeted way for maximized success.

Are you ready to start growing your business with location analytics? If so, find out how Bloom Intelligence’s WiFi analytics & marketing platform measures offline customer behavior and builds customer loyalty. Call 727-877-8181 or click here to schedule a free demo of the platform.

It’s time to start leveraging your guest WiFi to gain a competitive edge. Then watch your profits grow.

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

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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