How does your restaurant manage customer relationships? Most employ a suite of disparate tools. From managing your reservation system to cataloguing customer data and running marketing campaigns, the behind-the-scenes operations of your restaurant can be a lot of work.
Fortunately, restaurant CRMs are here to make a difference. These all-in-one tools offer a wealth of operational, marketing, and communication capabilities—all in a single, easy-to-use platform.
If you haven't explored the world of CRM systems for restaurants, it's time to start. Read on to learn all about these customer relationship management tools, what to look for, and why to use them.
What is a restaurant CRM?
CRM stands for customer relationship management. As the name suggests, these tools are designed to manage every aspect of a business's relationship with customers, from customer data to marketing, one-on-one communications, and more.
Restaurant CRMs hold all information related to diners. This may include data like phone numbers and dietary restrictions, historical and future reservations, and customer preferences. They're also the primary tool through which restaurants communicate with customers, including sending reservation reminders, receiving customer feedback, and addressing issues or concerns.
Ultimately, restaurant CRMs are a valuable marketing tool. A restaurant CRM can be used to send targeted marketing campaigns that encourage repeat business and drive growth.
CRM features every restaurant should look for
Restaurant CRMs are not all created equally. When selecting CRM software, look for these key features:
Guest segmentation
Marketing and communications are most effective when they speak directly to the experiences and needs of your customers. For instance, you would communicate with a frequent diner differently than a first-time visitor.
The best restaurant CRMs make this easy through a feature known as guest segmentation. Using centralized customer data, your CRM will automatically segment guests based on visit frequency, dietary preferences, or any other relevant data points.
Using these segments strategically can significantly enhance your business. Consider one of the following campaigns using guest data:
- Win back lapsed customers by offering a special discount to guests who haven't dined with you in over a year.
- Thank VIP guests for their repeat business by inviting them to an exclusive dinner featuring a curated menu.
- Encourage repeat business by sending personalized thank you notes to first-time visitors.
Customer profile management
Personalized service is an effective way to enhance customer satisfaction and foster customer loyalty. Restaurant CRMs enable you to build comprehensive profiles, incorporating guest data such as customer behavior, dining preferences, birthdays, and other personal details.
You can use this information to deliver personalized services. An unexpected dessert on a customer's birthday is sure to drive repeat business for years to come.
Automated marketing
In the daily push of restaurant operations, marketing can easily slip through the cracks. Look for a CRM that offers marketing automation. Use this to create targeted marketing campaigns, such as welcome emails, birthday rewards, reservation reminders, and more. Not only can marketing automation save you time, but it can also increase customer engagement.
Loyalty and rewards program support
A strong CRM for restaurants doesn't just store guest data; it also automatically tracks guest behavior. Use your CRM to track guest data and expenses. Then, create a customer loyalty program to reward repeat customers accordingly. You can even use your CRM to track offer redemptions and learn which loyalty offers are most effective.
Reservation management
Another key feature to look for in a CRM is reservation management capabilities. This feature is unique to restaurant CRM systems and won't be found in just any CRM. By centralizing your guest data, communications, and reservations into a single platform, your business operations will run more efficiently.
Feedback collection and tracking
There are many ways to collect and track feedback through your restaurant CRM system. Not only can the best restaurant CRMs automatically send surveys and gather valuable guest feedback, but some systems can also track online reviews from the most popular restaurant review platforms.
With this key CRM feature, you can easily follow up with unhappy guests and identify areas for improvement throughout front of house (FOH) and back of house (BOH) operations.
Reporting and analytics
A CRM solution that offers reporting and analytics has a wealth of information to boost your restaurant business. Managers can use CRMs to track customer habits and identify trends, such as the busiest times, the most popular menu items, or the highest revenue-driving days of the week. CRM analytics enables data-driven decisions about menus, promotions, and staffing to streamline operations and enhance profitability.
Seamless integration with existing tools
Your restaurant already has a suite of tools in place, including point-of-sale (POS) systems, online ordering platforms, social media profiles, and more. When selecting a CRM, look for one that integrates with the tools you already rely on. Again, this can boost efficiency and save your team from having to learn multiple new systems at once.
Benefits of using a CRM for restaurants
A CRM system can boost your business in so many different ways. Here are the benefits of using a customer relationship management platform, you can:
Deliver personalized service
Providing personalized services can have a profound impact on customer loyalty and retention. With the help of a restaurant CRM system, you can store customer data to enhance future service. Simply remembering guest preferences can improve satisfaction and keep them coming back.
Boost customer retention
Customers have a wealth of options when it comes to choosing a restaurant, and a restaurant CRM can help keep yours top of mind. Set up automated marketing campaigns that boost business without requiring manual labor. For example, you can automate email marketing efforts to communicate with diners at the best time.
Increase revenue
Not only can a CRM system keep guests coming back, but it can also enable restaurant owners and managers to make data-driven decisions about business operations and menu items. As a result, businesses can boost revenue and improve profitability.
Simplify restaurant operations
As the number of tools your business uses increases, so does the complexity of your operations. A good CRM platform can replace your marketing, loyalty program, guest feedback, and analytics tools, streamlining and boosting operational efficiency. A streamlined CRM workflow helps keep all your data in one place.
Create better marketing strategies
Without data and analytics provided by CRM solutions, it's challenging to measure the effectiveness of your marketing campaigns. Your CRM platform unlocks valuable data behind your marketing campaigns, allowing you to refine your marketing strategy.
How to choose the best CRM system for your restaurant
When choosing the best CRM software for your restaurant, consider the following CRM tips:
- Current tools. Take a moment to carefully consider your current suite of tools, including those you can't part with and those you'd like to replace. Then, look for a customer relationship management system that integrates with the must-haves and replaces the others.
- Budget and capacity. A few CRM systems will meet your needs. Think about which fits your budget best while still being able to handle the current and future capacity of your restaurant.
- Interface. It's essential to choose a restaurant CRM software that's intuitive and easy for your team to use. Look for a user-friendly interface that doesn't require a lot of time to get up and running.
- Data security. When storing guest data, security is essential. Make sure your CRM has measures in place to protect sensitive information.
Simplify restaurant marketing with the right CRM
In the bustling restaurant industry, time is precious. With the help of restaurant CRM software, your restaurant can streamline operations, enhance marketing efforts, boost guest satisfaction, and improve profitability—all while saving time and resources.
For a CRM that offers marketing automation, stores relevant customer data, offers refined customer segmentation, and integrates with your existing tools, there's no better choice than Mailchimp. Discover why restaurants across the country choose Mailchimp for their customer relationship management.
Key Takeaways
- Restaurant CRMs handle every aspect of customer relationships, from customer data to marketing automation, granular analytics, communication tools, and more.
- It's vital to find a CRM that offers the capabilities your restaurant needs and integrates with existing tools you're not looking to replace.
- By using a CRM, you can foster customer loyalty, streamline restaurant operations, and boost profitability.