The following is a guest post from our friends at Venga.
Guests can be defined across several metrics, all of which are specific to the individual needs of the business and their guests. In this report, we focus on four metrics that impact the DC Restaurant Group guests, and distinguish the guests at each location from one another:
How often do guests visit the restaurant?
Do guests also visit other restaurants?
Do guests dine with large parties?
Do guests provide feedback to the restaurant?
These identified metrics help Venga to build unique profiles of every guest visiting each restaurant in the DC Restaurant Group. Our direct OpenTable POS allows Venga to also unlock any additional actionable visit, purchase, social data so your restaurant can nurture every guest experience.
These profiles drive restaurants like DC Restaurant Group to develop more targeted marketing campaigns. Here’s more on how they did it….
Let's dig in (pun intended, of course) on how DC Restaurant Group analyzed the trends in their guests’ profiles, resulting in a streamlined engagement strategy that included segmented and focused messaging.
Restaurants that see more guests return during the year have a larger base of “regulars." On one hand, regulars are great—they drive more business with fewer marketing dollars. More regulars can be driven via targeted email marketing campaigns to your existing marketing lists. On the other hand, it may be a sign that fewer first-time guests are being brought through the door.
Guests who visit multiple locations
Regulars to the ABC group are some of your most valuable guests. Expanding your marketing pool to include guests at all six restaurants can create a huge boost in targeted marketing. The Chinatown corridor attracts the most guests loyal to the ABC brand—over 20% are visiting more than one location each year!
Guests who dine with large parties
Large parties are some of your most valuable guests. With higher cover averages and lower per cover turn times, driving more large parties correlates directly with driving more revenue. Large parties are more frequent at ABC locations outside of central DC.
Guests who provide feedback
Two-way communication is a sign of an engaged customer base. Guests who leave feedback are going to spend more time socializing their experience and perhaps inciting others to visit.