Restaurant guests are increasingly seeking convenience and frictionless experiences when dining out. Advances in guest engagement, from Wi-Fi marketing integrations to subscriptions, make it easier than ever for visitors to interact with a brand. And, they enable restaurants to determine which messages and promotions will resonate best in the future.
Here are five of the top trends in guest engagement that restaurants can use to get to know more of their guests, keep them active with the brand, and encourage repeat visits.
Wi-Fi marketing integrations
Restaurants that provide Wi-Fi to their guests are sitting on a goldmine of data. By integrating guest engagement platforms directly with Wi-Fi marketing, operators can maximize the reach and effectiveness of their program. Rather than having to transfer data manually from one system to another, restaurants can create a seamless flow of information, making marketing to guests more efficient and effective.
NFC Smart ID
Whether guests place their order themselves at a kiosk or interact with staff at the register, they value convenience—but they still want to be able to earn and redeem rewards for being loyal followers of a brand. To achieve frictionless on- and off-premise experiences, integrate the loyalty program with NFC payment platforms like Apple Pay and Google Pay. They allow guests to participate in the program and pay for their meals with one quick tap.
If a restaurant lends itself to catering, operators are likely already offering it or are at leat thinking about it. Gaining even one new catering client per week can be the equivalent of more than 20 individual customers. Pairing catering with loyalty is a great way to get to know this group of guests and inspire repeat purchases. But in most cases, catering loyalty should be kept separate from the restaurant’s regular program, because having the same rewards structure would result in giving away a lot of free items and an unnecessary loss in revenue.
With modern consumers demanding a frictionless experience, the subscription model provides a perfect solution. Subscriptions can drive repeat visits, boost sales and build loyalty. When guests have already paid for meals, it guarantees return visits. In addition, preselling meals generates immediate revenue and offers additional opportunities to upsell drinks and appetizers, since the base cost has previously been covered.
Integrating subscription-styled services with a loyalty program lets guests continue to earn rewards and enables restaurants to learn more about any shifts in their behavior. And because meals are already paid for and loaded onto an account, guests need only identify themselves at the POS to enjoy a quick and easy experience.
A one-size-fits-all approach no longer works for guest engagement programs, and sending out the same offers to everybody is not going to deliver the impact restaurants need. Individualized offers and promotions provide content that is relevant to each guest and give operations the best possible revenue drivers. Using machine learning and data analytics may even uncover guest preferences that operators might never have noticed otherwise.
By not sending one-to-one offers, restaurants risk cannibalizing profits and even alienating some guests. As operators get to know more of heir customers and learn more about them, though, purchase data can be used to fine-tune marketing strategy beyond just visits, frequency and spend.
Paytronix is a provider of SaaS customer experience management (CXM) solutions for restaurants and convenience store brands. Through its innovative software design and integrations with more than 30 widely used point of sale systems, Paytronix empowers more than 490 brands across 24,600 locations with the flexibility to build unique, revenue-enhancing guest experiences. Customers benefit from big data consumer insights that Paytronix generates through one-to-one engagement with more than 286 million loyal guests—via mobile, social and today’s most innovative digital marketing tools. As a result, customers motivate their guests to increase spend and drive revenue. For more information, visitwww.paytronix.com.