Personalization is a long-sought buzzword in the market these days. It’s not just a trend, but a necessity today!
Particularly in the fast food or QSR industries where even the smallest details, like the menu or the toppings on your order, may be customized!👩🏽🍳
But, let me tell you, the right kind of personalization is not confined to food, rather it extends to the entire dining experience & the hospitality.
Consider this, if you are a single diner, you would never appreciate a ‘Table for two’ Communication. Or what if you are pure vegetarian but the brand starts sending you ‘Chicken Wings’ food recommendations?
Would you be willing to visit again? Hell No! Any consumer would have these very fundamental expectations. And it’s funny how brands still keep on making the same mistake leading to a missed opportunity.
Gone are the days when greeting your customer with their first name & their order number was believed a synonym for personalization.
One of the arguments I hear brands making is they do not have “relevant data”. Why? Because most restaurants today rely heavily on third-party aggregators (or delivery apps) for orders. This is a huge mistake.
But what do brands have to lose? Let’s find out.
Why F&B brands should not rely on third-party aggregators?
Third-party aggregators have become an essential part of the food and beverage (F&B) industry. These platforms allow restaurants to reach a wider audience and take orders online. However, every coin has a flip side!
Third-party aggregators only have a limited view of your customers:
They may not capture all customer touchpoints or have limited access to specific customer segments. In fact, they don't have information about your customers' past orders, their preferences, or their demographics.
Third-party aggregators share a limited amount of data with the brand owners:
For eg: They may tell you how many orders you've received, but they won't tell you anything about your customers' demographics, purchase history, or preferences.
The crux here is: to implement the right kind of personalization, data becomes a necessity.
And because many brands rely heavily on Third-party aggregators for their data, these restaurants lag behind data collection, hence compromising on their Repeat Sales!
What made this Fine-Dine Restaurant take charge of Data Collection?
This Indian restaurant chain has more than 20 outlets in the country and is known for its authentic Indian cuisine, its warm and inviting atmosphere, and excellent customer service.
Just like every other F&B brand, this fine dining restaurant was trapped in a similar bubble and was facing the same problem.
It came to a point where the brand realized that its data collection was as low as 20%. Therefore they decided to take charge of the situation to design a custom data collection process & kickstart their CRM Program.
How this Fine-Dine Restaurant kick-started the CRM Program
To achieve the data collection goals, the fine-dine restaurant decided to implement a CRM solution. This is when Xeno came into the picture and implemented the following processes:
Step 1: Setting up a data collection ecosystem:
The restaurant chain developed a customer data collection process along with Xeno that allowed them to capture data through:
- Real-time reporting
- Right tagging of orders in POS
- Maintaining transparency across all outlets
As a result, over a time period of 12 months, the brand was able to boost its data collection by 120%.
Step 2: Creating 360* customer view:
The brand created a 360-degree profile for each of its million-plus customers with the help of Xeno’s next-gen-CRM capabilities. These 360* customer profiles gave insights into each customer’s behavior like their favorite food item, preferred marketing channel, discount-seeking, tendencies, etc.
Step 3: Running Personalized & Predictive Campaigns
With the foundation of a robust CRM system and a comprehensive understanding of their customers, the restaurant chain was ready to deploy personalized & predictive campaigns. The campaigns generated 26% repeat sales.
What are the campaigns that led this Fine-Dine to generate 26% Repeat Sales
Dormant Re-activation
The brand identified the customers who haven’t visited the restaurant or made a purchase in a while and targeted them with specially curated videos of their signature dish that would leave them hungry.
Result: The campaign was a huge success generating 121% dormant win back.
New Product Launch
Most of the fine-dining restaurants have their menu suited for large gatherings, making them less suitable for people who wish to visit solo or in pairs. However, to change that and expand its target audience to those who visit solo or in pairs, this fine-dine restaurant introduced small portion sizes. They targeted their customers according to their geographical location (based on the nearest store)
Product-Based Segmentation
There can be multiple customer segmentations that any retail brand can do based. However, the most basic one among these is the segregation in the restaurant industry is, between Vegetarian & Non-Vegetarian customers which most brands do not get right. To launch its signature thali, the brand segregated its customers based on their preference for Veg over Non-veg & targeted them with relevant communication.
Key Takeaways
If you'll take one takeaway from this article, it should be that Personalization is essential for brands who want to increase repeat sales. In the food and beverage industry, personalization is especially important because customers are more likely to return to a restaurant that they feel knows them and their preferences. They want to feel like they are being treated as individuals, not just another order number.
However, many F&B brands rely on third-party aggregators for their data. These aggregators only have a limited view of a customer's purchase history & preferences, which limits the ability of brands to personalize their marketing campaigns. As a result, these brands are less likely to see repeat sales from their customers.
To implement the right kind of personalization, brands need to collect their own data. This data allows them to create tailored experiences and offerings that resonate with individual customers on a deeper level. This will ultimately lead to increased customer satisfaction, loyalty, and revenue growth. Restaurant brands who invest in their own data collection ecosystem without depending on third-party aggregators witness a 5X more revenue growth than their competitors.
Start your journey of personalization with Xeno’s next-gen CRM, book a Demo now
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