• Restaurant Marketing

The Cost of Customer Data is Rising: Or Is It?

by: Allen Graves
4 min read

In today’s restaurant industry, customer data is more valuable than ever. Businesses of all types and sizes are constantly looking for new ways to collect data so that they can better understand their customers and target them with more relevant messaging – none more so than restaurants.

Knowing who your guests are, what they like, and how they behave online and offline can help you make more informed decisions about everything from menu design to laser-targeted restaurant marketing campaigns.

customer data collection from Bloom IntelligenceWith the right data, restaurants can gain a deep understanding of their guests’ needs and wants, and they can use this information to tailor their marketing efforts accordingly.

Not only do restaurants have to invest in the technology and infrastructure needed to collect and store all this data, but they also have to invest in the staff needed to manage it.

Save Your Budget With a Restaurant CDP

Fortunately, for restaurants, gathering the right data can be done for much less than the significant investments that other companies are required to make.

With a quality restaurant customer data platform (CDP), restaurant marketing professionals can collect and use the exact type of data required for successful and profitable restaurant marketing campaigns. Moreover, it can be done at pennies-on-the-dollar compared to other data collection and marketing platforms or using multiple platforms.

A restaurant CDP like Bloom Intelligence gathers data from multiple channels, giving you deep guest insights and a full 360-degree view of your guests. This is also known as a restaurant’s single customer view.

Having a single customer view allows you to create marketing campaigns specifically targeted to specific guests, or groups of guests. With Bloom, you can easily divide your guest database into various guest personas, known as guest segmentation.

Then you can create messaging that will resonate with and engage each segment. This will provide a much higher ROI than simply sending a single message to your entire database.

restaurant customer data segmentation guide

The Value of Clean Data

Bloom also cleans and verifies the data you collect in real time. This prevents guests from entering bogus emails, phone numbers, birth dates, and more.

According to an article written by Thomas Redman for Sloan Management Review, the cost of bad data is an astonishing 15% to 25% of revenue for most companies.

“Better data means fewer mistakes, lower costs, better decisions, and better products. Further, I predict that many companies that don’t give data quality its due will struggle to survive in the business environment of the future,” according to Redman.

The value of guest data is immense, but the the value of clean and verified guest data is even higher.

Measuring the Cost of Customer Data

restaurant owner analyzing customer dataThe cost of guest data can be divided into two main categories: the costs of collecting and storing the data, and the costs related to using the data.

The first category, the costs of collecting and storing the data, is fairly self-explanatory. In order to gather guest data, you need to invest in tools like point-of-sale and online ordering systems.

These tools can be expensive to purchase and maintain, and they also require dedicated staff to operate them effectively.

In addition to the direct costs of collecting and storing customer data, there are also a few indirect costs such as training, paper supplies, printer ink, and labor.

The cost of guest data can add up, but the potential benefits often far outweigh the costs.

The Bloom restaurant marketing and customer data platform is very inexpensive when compared to other data collection methods and enterprise platforms.

Plus, when managed properly, guest data can give you a strong competitive edge, help you make intelligent decisions about your business, improve guest lifetime values, and boost your bottom line.

If you’re not already investing in tools to collect, store, and take advantage of guest data, now is the time to start.

To find out more about Bloom’s restaurant customer intelligence platform, and how it can grow your business, schedule your free demo below.

Bloom Intelligence Customer Data Platform

If you are ready to start building your own powerful restaurant customer data platform, take a look at Bloom Intelligence.

By building your own restaurant customer data platform you will take control of your own guest data, and unlock guest insights that will improve the success of your business.

Then, combine this with our unified WiFi marketing automation and reputation management to save time with automation, and money with the consolidation of services into one unified platform and increase your guest lifetime values.

In today’s competitive environment, we can give you the competitive edge for success!

If you’d like to see the Bloom restaurant marketing platform in action, and discover how you can grow your business through guest intelligence and marketing automation, schedule a free demo or call 727-877-8181.

Bloom Intelligence Restaurant Customer Intelligence Platform

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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