• Restaurant Marketing

How Restaurants Can Boost Revenue Using Customer Profiles

by: Robin Johnston On: June 21, 2018
3 min read

There is more to building a successful restaurant than just preparing great food, having a good price, or specializing in a particular kind of cuisine. It’s also about marketing, because you need to bring new people through your doors and maintain the customers you already have. One tool in doing this is keeping customer profiles, including demographics, their behavior including the kind of food they buy, how they pay, and how often they visit, and other places they visit. Here are a few of the many benefits of creating and maintaining customer profiles. 

Create the Best Loyalty Program

There is no doubt a loyalty program can be beneficial to your restaurant, and if you keep a customer profile of your customers it will be easier to create the best one. More than 75% of customers participate in a loyalty program, and those who do, spend 70% more money than those who don’t. Loyalty marketers earn about $12 for every dollar they spend on marketing. The profile you keep can help you uncover what your customers want the most. You can gather information about them by letting them log into your restaurant WiFi through social media or requiring an email address to do so.

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You can also provide an app for your restaurant. On the app, or your restaurant website, you can provide a survey that asks your customer’s preferences and what they like and dislike about your business. If a customer downloads your restaurant app, you can determine:

  • How often they visit.
  • When they are in the area.
  • What special items they buy.
  • The discounts they use. 
  • What meals they buy most often. 
  • How often they will likely visit in a lifetime.
  • How often they participate in promotions or discounts.  

By finding these things out, you can cater discounts to the customer, especially promotions for new items or items you know they might like, special events, membership cards, and punch cards, offering free or discounted items. 

Improve marketing roi

How well do you know your customer demographics? It pays to know such things as: 

  • Your customer’s social media profiles
  • Contact information
  • Their purchasing behavior
  • The age and gender of your customers
  • Your customers’ area and zip codes
  • Marital status
  • Educational background
  • Occupation

You can do a lot with this information. It is easy to use this valuable data in an analytics dashboard to compile and organize data reports. You can use this information to apply to future marketing campaigns. If you have your customer’s contact information, it will be easy to email him or her with discounts, specials, and other information your profile has already told you he will find useful. 

Tips for developing customer profiles:

Create a Customer Map

Your simple customer map of individual customers can help you understand them better, such as their ages, educational background, whether they would rather come on the weekend, during the week, at night or for lunch, how much they want to pay, and whether they would rather have light meals, salads, sandwiches, or full dinners. Knowing these things can help you plan your email marketing campaign to reach them best. You should update the profiles at least every year, although every six months would be better. 

Use surveys 

One of the ways to create the best profiles is through surveys. You should have five to ten questions at most. Offer a percent off coupon, free dessert or appetizer, or some reward for participating. Only ask what you really want to know. Put the surveys on your app, website, or wi-fi landing page and give them at the completion of a meal. Ask questions related to demographics, their dining and discount preferences and anything you really want to know. 

Segment Your Customers 

What is segmenting? It is specifically targeting a specific group of customers to increase sales. This can separate you from your competitors and bring customers back for a return visit. This can include your most loyal customers, those in a specific neighborhood or area, those who like a specific type of cuisine or menu item best, those who have special preferences, such as gluten-free, and those who haven’t reviewed your restaurant yet. 

As you can see there are huge benefits to maintaining customer profiles. Have you started creating yours yet? 

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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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