With high-quality customer data, QSRs can personalise a customer’s engagement at every point of the buying journey, from their first in-store purchase, to follow-up offers, to their next order.
McDonald’s has bet big on customer data, paying a reported $300m to acquire Israeli big data start-up Dynamic Yield. Using data from previous orders, the business is able to tailor specific offers to each customer and recommend additional purchases they might like to make.
Customer data supports upselling at POS, the creation of targeted campaigns with the right meal offers at the right time of day, sent to the right individual. This creates a unique customer experience which helps inspire customer loyalty, which leads onto our next point…
Loyal customers are crucial for QSRs survival. Without repeat business, they can’t hope to sustain an income. That’s why using customer data to provide incentives has become so popular for casual dining venues.
According to this Paytronix study, over 57% of users said they would spend more with a loyalty programme. This is why companies like Starbucks offer a rewards programme – because they recognise that, ultimately, personalised offers will convert to increased sales.
Customer data doesn’t just help improve customer experiences, but can streamline operations for restaurants too.
By predicting and dynamically changing menus to match consumer trends, QSRs can ensure that they aren’t over or underusing ingredients, and can make stronger predictions about when they need to stock up. This means that they are able to better track customer behaviour and prevent unnecessary costs and food waste.
The QSRs mentioned have all realised the benefits of customer data. But they also understand that it’s not enough to just collect customer data. It’s about ensuring that you have a single, integrated view of your customer data.
It’s about having high-quality data that they can trust, allowing them to engage with each customer in a way that resonates, accurately track trends and make their operations more efficient.
That’s where Comma comes in. We connect QSRs with Customer Data Platforms like Redpoint Global's rgOne™ which allows them to create an accurate view of each customer and drive real-time personalised customer experiences.
Download our mini-guide to explore why a CDP is key to QSR’s continued survival.
Download our guide, Customer Data: Why should casual dining be lovin’ it?, to find out what Quick Service Restaurants need to do to understand, organise and use the customer data at their disposal. If casual dining venues don’t embrace the industry's digital disruption, and tackle their customer data head on, they could end up on the chopping block...Download now