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Doing data better: 3 key areas to tweak for better sales, engagement

Is your brand's data use doing you the kinds of favors that can make the competitive difference? This article shines the light on three areas where you might be able to realize huge gains from relatively small tweaks in your data use.

February 18, 2019

By Rosnet Director of Business Development Patrick Bobrukiewicz 

It's become clear that in today's restaurant industry landscape, those who refuse to both innovate and optimize the latest data technologies will not stack up well against the competition. But even those restaurant operators who understand the importance of data to smooth operations still sometimes struggle to truly streamline their processes.
 
Below are three dimensions of restaurant operation that can benefit from data integration, with some brand insights from a Del Taco franchisee about that chain's experience with this subject. Likewise, we've included some insights for restaurant operators regarding the risks they face should they choose not to adapt to the rapidly evolving restaurant technological landscape.
 

The real-time difference 
 

Many restaurants are already using large systems with a high level of data flow, such as in-house POS and online ordering systems. But all too often, this data isn't being integrated across all systems, so each channel collects its own data pool instead of injecting into a master system. As a result, operators aren't receiving comprehensive real-time analytics. 

Restaurants that use integrative restaurant management technology, however, have a different experience. Real-time data flow and alerts mean that operators can course-correct the moment an issue — like a malfunctioning freezer or staff member who has crossed into overtime — emerges. As a result, these operators can make changes immediately before issues develop, rather than having to wait for an end-of-day data feed to detect trouble and make changes to ensure smoother operation the next day. 

A three-brand franchise group, known as Schostak Family Restaurants, provided insight into that company's experiences around this critical difference in data use. Team Schostak Family Restaurants Vice President of IT Sandy Reinhardt said data has become a major player at the company, which operates seven Del Taco, 14 Mod Pizza and 27 Olga's Kitchen franchises. 

She said that even when operating multiple restaurants and different types of concepts, her team is able to pull up dashboards that show server rankings, sales and even labor issues, regardless of brand or location. She said that kind of real-time data brings real-time changes.

 
Keys to the kingdom: Guest behavior data
 

In the restaurant space, finding that target customer is key to operational success since operators can then study these key individuals and their sales for more insight into their ordering practices, marketing response and other key behaviors. As a result, this kind of data projects a virtual beam of light onto this type of target customer, which helps restaurant operators better understand their overall audience.

Customers reveal their purchasing habits via debit and credit card use at the point of sale, while social media check-ins relay details about guests' visit frequency and overall guest traffic. In fact, restaurants can now use the data generated from social media and credit/debit card usage to construct data-backed customer personas. 

Data integration is key to creating the most accurate customer personas. And, this type of information can serve as a key roadmap for owners seeking to expand their businesses into new areas.Simply put, knowing the buying habits of your brand's target demographic is fundamental to your success.
 

Taking obtrusive hardware out of the picture
 

Still, regardless of how much technology fills the restaurant space, it remains to be a face-to-face business. That's why the in-store use of extensions like tablets or other bulky technology when engaging with customers can easily leave restaurant staff seemingly disengaged with guests. 

The best of both worlds comes by way of inobtrusive tools like Apple watches or Bluetooth earbuds that can keep store personnel abreast of labor and inventory alerts without detracting from the customer experience. Beyond that, operators can also work to keep operational data in the back-of-house to eliminate all customer distractions. 

For instance, one or more mounted flat screens can display real-time data dashboards with  servers' table assignments, as well as individual and overall rolling sales or each party's time seated. 

After all, restaurant managers today are expected to be active participants in the life of their locations. By keeping live locations metrics accessible, they can be both in the trenches with their teams and available to their customers. 

Photo: iStock