PERSONALISED DIGITAL COMMS IS CRUCIAL FOR RESTAURANT INDUSTRY SURVIVAL
Consumer dining habits are increasingly governed by trust post-pandemic as diners return to the brands they know and love. A study from marketing platform, Cheetah Digital, reveals that 64% of consumers pay more to visit restaurants they trust, and 73% want personalised experiences and interactions.
The coronavirus pandemic has hugely impacted the restaurant industry and left businesses struggling to communicate with its customers. Following huge loses with drops of up to 85% in revenue during 2020, restaurants need to reach their customers and build effective communications channels.
Cheetah Digital suggests that if restaurants want to maintain their clients, they must offer digital-based communication to cultivate customer loyalty. If not, they can expect a fall in return customers, as 24% of diners say they would not go back to a restaurant if it did nothing to encourage loyalty.
“Any restaurant brand that wants to deliver truly excellent experiences, not just from the kitchen, needs access to all guest data. Wherever it’s collected from, to be effective, it must be seamlessly integrated into a single, 360° view of the guest — that identifies them and matches them with their dining behaviours,” says Tim Glomb, vice president of Content and Data at Cheetah Digital.
Pizza Hut UK is one example of a restaurant business that successfully used zero-party data to offer personalised communications. The data revealed core segments, which enabled customised ads with specific dietary requirements, or family style offers.
Digital marketing tools can be a great way to collect this valuable data. This includes company apps, which 51% of customers say they are happy to download to improve their dining experience. Over 50% say they are happy to exchange their data in exchange for a better experience.