During the current coronavirus pandemic, restaurant brands have adopted new practices and processes to meet today’s customer's ever-changing needs. We expect some of these changes to be more long term than first predicted, especially as we are still unsure what “normal” post-pandemic will look like.
While the restaurant industry used to be almost entirely service-focused, today’s restaurants all look a little different. Some are only offering pickup or curbside, others are allowing dine-in, and others are focused on delivery. Similarly, some use third-party delivery apps, while others opt for their own online ordering platform.
And, while things are still uncertain, a new way of operating is becoming apparent.
As Tillster CMO Hope Neiman said in Forbes, “The brands that were agile in their menu execution, their in-store and digital operations, and their willingness to rethink the approach to food service during the pandemic are the ones thriving. The winners have been overt in their communications, direct with their consumers and built and leaned into a strong digital game.”
For some, this pivot to digital was effortless as they already had processes in place to do so. For others, this was an overhaul in how they do things as “nice to have” online ordering tools became an absolute necessity for success.
We’ve seen customers from all generations turn to online ordering and delivery during this time, which makes it more apparent that these ordering methods are here to stay.
So, how do restaurants best utilize them for results? The answer is always data. With metrics, brands can create loyalty, expand their audience and grow incremental revenue. Here are some of the metrics that help brands see results:
· Average check size;
· Frequency of visit;
· Customer lifetime value;
· Yield on individual items;
· Reclaiming Trailing Customers.
Armed with digital tools and helpful customer analytics, restaurant brands can better understand what’s successful and not working. They can see which orders and customers are the most profitable, build programs for high-value customers, adjust efforts to drive incremental visits, encourage traffic during slow times, and more.
Find out more about how restaurant brands can find success, even during a pandemic, in Neiman’s full article at Forbes, and for more information about Tillster’s solutions, contact our team.
