Data and tech are changing the game. Learn how a restaurant booking system can deliver real insights into customer behaviour and preferences, to boost marketing activity.

1. The Bottom Line
How restaurants and pubs can achieve new marketing insight

2. The world of customer data and insight
is a fascinating place for marketers.

3. Thanks to the advent
of technology, we are
now able to collect
more information
than ever before
about our customers.
AND, AS WE
ALL KNOW...
KNOWLEDGE
IS POWER.

4. Data-driven marketing
means pubs and
restaurants can analyse
the evidence and
shape their marketing
strategy based on real
intelligence about their
customers.

5. HERE’S HOW...
In other words, every customer journey
leaves a trail of valuable information, from the
research and booking stage, right through to
arrival, ordering, payment and beyond.

6. There are several ways a diner can book with you:
YOUR BOOKING
PLATFORM
A telephone
reservation
An online
reservation via
a third party
aggregator
An online booking
directly via your
website.

7. REMEMBER!
Bookings via third-party aggregators charge commission per cover. Is
this approach contributing to sales turnover as you once believed?
Marketing efforts may be more effective if they drive more traffic and
bookings through your own website.
YOUR BOOKING
PLATFORM

8. All bookings - online or by telephone -
should have a date and time against them so
restaurants can review customer behaviour.
TIME OF BOOKING

9. TIME OF BOOKING
REMEMBER!
This will help you to build a picture of how far in
advance bookings tend to be made, putting you in a
better position to foresee busy and quiet periods.
How will you
handle a predicted
shortfall?
What about time-specific
promotions to help
stimulate demand?
What are your best
calendar dates to
promote special offers?

10. Menu choices and drinks orders can be
stored in todays pantry: the EPoS system.
This data can be retrieved
and used for future contact.
ORDER
INFORMATION

11. REMEMBER!
By linking the popularity of different
dishes and drinks to individual
customer records, marketing
campaigns become more informed.
Finally you can draw attention to
those parts of your offering that
your diners are really interested in.
ORDER
INFORMATION

12. Ask yourself: what’s the dwell time in your pub
or restaurant venues? What about return rates?
You may have a rough idea, but with the right
technology you can be more precise.
VENUE TIME

13. VENUE TIME
OFFER
!
REMEMBER!
Create a targeted promotion
designed to lure back lapsed or
infrequent customers. Use your
data to identify and reach these
customers directly.

14. A restaurant booking system integrated with
the EPoS system enables record payments
and payment methods to be mapped
against different customer profiles. This type
of restaurant booking system also has the
ability to take online deposits, which are
automatically redeemed through the system.
Working with an EPoS
integration makes it easier for
you to identify which customers
are spending the most with you
and reward them accordingly, in
opposition to a manual process
which can be time consuming.
TIME TO PAY

15. Linking spend to customer records allows you to segment
your customer database and market to each group.
Why would you focus your “Prime Steak and Red Wine” promotion on
those customers who have never ordered steak and red wine in the past, or
have specific dietary requirements, such as vegetarian and vegan options?
“Prime Steak and Red Wine Night”
TIME TO PAY
REMEMBER!

16. OK, this issue can never be totally avoided. But
analysing the data over time will reveal patterns
and help predict what proportion to expect.
NO-SHOWS &
CANCELLATIONS

17. Marketing and operations can work together on this one:
NO-SHOWS &
CANCELLATIONS
REMEMBER!
Operations
To facilitate calculated
overbooking according to
predicted drop-outs
Marketing
To help publicise last-minute
availability through email
and social media

18. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
Now that marketers have
deep customer insights
at their fingertips, there’s
no going back. Marketers
can use customer
feedback after their visit
to understand the dining
experience they had,
before turning this on its
head and using insights
to improve future visits.

19. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
Promoting a pub
or restaurant can
now be guided by
accurate information
about the customers,
how they behave,
what they spend and
what they prefer.

20. DATA-DRIVEN HOSPITALITY
MARKETING… IT’S THE FUTURE!
Your marketing efforts are spent
intelligently, with greater chances of
making a real and positive impact.
THE BOTTOM LINE?

21. • Data-driven marketing gives pubs and restaurants the power to shape
marketing campaigns more effectively
• Knowledge of the platforms customers use find you and book can help
to redirect efforts and improve profitability
• Data on time of booking and order information can help to manage
footfall and guide promotions
• A good restaurant booking system allows customers to be tracked, with
return visits logged and the ability to target and attract lapsed customers
• Data collected on no-shows and cancellation rates can be used to
inform marketing activities aimed at filling last-minute availability
DON’T FORGET:

22. Want to know more about how
data and digital marketing can
boost pubs and restaurants?
Essential digital marketing strategies
for the fast-moving restaurant industry
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