• Customer Segmentation
  • WiFi Marketing

Restaurant Customer Segmentation to Improve Your Marketing

by: Robin Johnston On: January 19, 2017
2 min read

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Restaurant customer segmentation is incredibly valuable to a strategic marketing program. When you know who your customers are, you segment them according to their similarities and differences, then your marketing can target each group with appropriate and specific messages that will best engage them. No matter your call to action — a return visit, a Facebook like, or something else — a targeted communication approach will be more successful than blasting the same message to every customer in your database. In addition to calls-to-action, segmentation and target marketing will better engage your customers, build loyalty, increase customer lifetime value, and improve your return on investment.

Here’s how it might work. Let’s say you have identified a customer segment that dines with you once a week. These loyal customers might enjoy a special perk or coupon for referring friends or writing a restaurant review on Yelp.

Customer buying history provides another option for segmentation. Think how special your customers will feel if you communicate to them about the things they purchase from you. For example, a restaurant’s steak lovers will love to hear from you about a new menu item with a unique preparation or cut.

When you integrate customer segmentation data with point-of-sale data you have a golden egg. For example, customers love your gratitude for their patronage. Sending an email thanking a customer shortly after a visit to the restaurant, and including a targeted promotion, will likely yield higher success of the offer than sending the same promotion at a random time.

When you have access to a tool that can show you both customer spending habits and visit frequency, you have all you need to create some simple but powerful campaigns based on basic restaurant customer segmentation. Since your high-frequency / low-expenditure customers are unlikely to increase their visit frequency you can send them offers to encourage them to try new items or add an appetizer or dessert. Meanwhile, promotions for your big spenders can be focused on getting them to return more often.

The more you know about your customers the more ways you can segment your database to appeal to their individual preferences. Targeted messages make for more loyal customers. Loyal customers make for higher customer lifetime values. Higher customer lifetime values make for more profitable restaurants.

Restaurant Customer Segmentation Guide

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 Customer Segmentation?

Customer segmentation refers to the process of subdividing a customer base into specific groups based on similar demographics, psychographics, and/or various behavior data points. Consequently, this information can guide restaurant marketing professionals when developing new marketing campaigns, or optimizing existing ones to personalize the customer experience online or at their physical locations.

Learn More About Segmentation 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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