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Let’s start with a reality check: Most restaurants don’t own their customer data.
Why? Because food aggregators, from discovery to delivery, control the entire customer journey. They know who your guests are, what they order, how often they return, and what makes them stay loyal. (because you don’t use a restaurant CRM!)
This insight came to the forefront at the NRAI Food Delivery Summit 2025, where Sagar Daryani, President of NRAI and founder of Wow! Momo emphasized:
“We don’t have the data for our respective brands… It’s not a level playing field.”
And he’s absolutely right. Without guest data, your marketing turns into guesswork. You end up hoping someone returns instead of nudging them back with the right message, at the right time.
But here’s the good news: You can reclaim your customer relationships.
All you need is a Restaurant CRM.
Why Guest Retention > Guest Acquisition
We get it, new guests are exciting. But they’re also expensive. Ads, influencer collabs, delivery platform commissions… it adds up fast.
Now contrast that with regulars:
- They visit more often
- They spend more
- They bring friends
- And they cost next to nothing to re-engage
In fact, acquiring a new guest can cost up to 7x more than retaining one.
So if you’re looking to improve margins, boost marketing ROI, and drive long-term growth, guest retention is the way forward.
What Exactly Is a Restaurant CRM?
A Customer Relationship Management (CRM) system for restaurants is more than just a fancy database. It helps you build real relationships with your diners, just like a maître d’ who remembers your name, your favourite table, and your go-to order.
With the right restaurant CRM, you can:
- Track visit frequency, order history, and preferences
- Integrate loyalty programs
- Send automated, personalised messages (via SMS, WhatsApp, or email)
- Collect and manage feedback
- Segment your audience and measure campaign performance
Unlike your POS (which only logs sales), a CRM helps you keep the guest coming back.
How to Collect Guest Data (Without Making It Awkward)
Here’s the secret: guests don’t mind sharing their info if it adds value to their dining experience.
Let’s look at some non-intrusive ways to start collecting customer data:
1. Tabletop Placards with QR Codes
Prompt: “Scan to check your rewards” or “Earn points on your meal”
Why it works:
- No need for staff involvement
- Collects real-time data with zero friction
Real Example: The Beer Cafe
They use bold yellow placards with QR codes to onboard guests into their Brew Miles loyalty program. It’s simple, effective, and makes every table a loyalty touchpoint.
2. Feedback Forms with Incentive
- Prompt feedback post-meal via WhatsApp or SMS
- Offer points or discounts in exchange for genuine input
3. Free Wi-Fi in Exchange for Signup
- Set up a branded Wi-Fi login page
- Collect mobile numbers or email IDs
4. Takeaway Stickers & Bill Inserts
- Add QR codes to delivery packaging or bills
- Great for linking to loyalty sign-ups, WhatsApp campaigns, or special offers
Real Example: SambharSa, Jaipur
To promote their new outlet, they used WhatsApp-first creatives with QR codes on menus, hoardings, and placards. The result? High footfall and instant loyalty enrollments.
What Happens After You Collect the Data?
Here’s where your CRM does the magic.
It turns raw data into actionable insights and campaigns. Here’s how:
Step 1: Segment Your Guests
Split them by:
- First-time visitors
- Repeat guests
- High spenders
- Lapsed customers
Step 2: Personalize the Experience
- First-timer? Send a welcome message with a 10% off next visit
- Birthday coming up? Send their favorite dessert on the house
- Haven’t visited in 30 days? Send a “We miss you” campaign
Step 3: Automate Loyalty
- Trigger rewards based on visits or spend
- Let customers track their own points via WhatsApp or your loyalty portal
- Introduce tiers like Silver, Gold, Platinum to make guests feel elite
Real Example: Berco’s
They combined customer insights with loyalty to run hyper-targeted campaigns, leading to a 204x ROI using Reelo.
Step 4: Stay in Touch (Without Being Pushy)
Use your CRM to send:
- Friendly thank-you notes post-visit
- Feedback requests
- Subtle nudges when a customer is slipping away
Real Example: Huber & Holly
By segmenting and sending targeted messages via Reelo, they saw 6x higher engagement on their campaigns.
FAQs: For the Curious (and the Cautious)
Ques.1. What if I already use a POS?
That’s great! A CRM complements your POS by using its data to trigger smart campaigns and loyalty programs.
Ques.2. How do I keep it non-intrusive?
Use value-driven nudges. “Get 20 points when you share feedback” sounds better than “Give us your number.”
Ques.3. Do I need a loyalty program to start?
Nope. Start with simple communication: birthdays, thank-you messages, or re-engagement nudges.
Ques.4 Can I use it across outlets?
Absolutely. Multi-outlet brands benefit the most from a centralized CRM, with outlet-wise segmentation and combined analytics.
Final Thoughts
The truth is: You can’t out-discount aggregators, but you can out-experience them.
By owning your data and using a CRM smartly, you turn every table, receipt, and message into a chance to:
- Build relationships
- Reward loyalty
- Drive repeat business
And the best part? You do it on your own terms, not the aggregator’s.
Want to see how Reelo can help you make every guest feel like a regular? Explore Reelo’s CRM & Loyalty Solutions
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