How to Leverage Data for Targeted Restaurant Marketing

Let’s Talk About Your Customer Data

Your restaurant is probably sitting on a goldmine of information about your customers. Every order, every visit, every special request – it’s all valuable stuff!

Here’s something interesting, our recent Restaurant Trends Survey found that:

While 75% of restaurants are collecting customer data (good job, everyone!), most are just storing it in basic Excel sheets. And only about 35% are actually using this gold mine to create those special, personalized experiences that make customers feel like VIPs.

It’s kind of like having a superpower but only using it to open jars!

Think about it – if you’re in that 75% collecting data but not really using it, you’re not alone. But you’re also missing out on some amazing opportunities to make your customers feel special.

Want to know more about what other restaurants are doing with their data? Check out our full Restaurant Trends Report – it has some eye-opening insights.

What Should You Actually Keep Track Of?

Think of it like creating a recipe book for each customer. Here’s what really matters:

What They Order

Not just their favourite dish, but all those little details that make their experience unique. Like how John always swaps his fries for a salad (health-conscious much?), or how Maria loves extra sauce on literally everything. These preferences are gold – they tell you what kind of promotions might catch their eye, what new menu items they might love, and even how to make their next visit extra special.

When They Visit

Are they early birds grabbing breakfast or late-night regulars? Weekend brunchers or weekday lunch folks? This isn’t just about timing – it’s about understanding their lifestyle. A customer who always comes in for weekend brunch might love to know about your new mimosa flight, while your weekday lunch crowd might be more interested in your quick-service menu items.

How Much They Spend

Here’s where it gets interesting – it’s not just about the total bill. Look for patterns:

• Do they splurge on drinks but skip dessert? Maybe a happy hour deal would be right up their alley.
• Are they always ordering appetizers? Time for a sampler platter promotion!
• Do they only come in during restaurant week? They might be perfect for your value-menu marketing.

Special Days

Sure, birthdays and anniversaries are obvious ones. But let’s get creative:

• Celebrate their 10th visit with a surprise treat
• Remember their favourite table and try to keep it open during their usual times
• Note if they’re usually part of a group or a solo diner
• Keep track of their favourite servers – this builds amazing customer connections

Turning All This Information Into Real Results

Now for the fun part – using this information to make your customers super happy while growing your business. Here’s how:

1. Understanding Different Types of Customers

Instead of treating everyone the same, try grouping them like this:

By Lifestyle:

• The Health Nuts: Always ordering salads and grilled chicken, asking about calorie counts, and loving your gluten-free options
• Family Groups: The ones with kids’ meals and sharing platters, usually coming in earlier in the evening, maybe looking for quick service
• Business Crowd: Large tables during lunch hours, expense accounts, might need private areas or quick service
• Special Occasion Folks: Don’t come often but spend big when they do, love your premium menu items, might be interested in special tasting events

By Behavior:

• Adventure Seekers: First to try your new menu items, love chef’s specials, always asking about seasonal ingredients
• Seasonal Visitors: Show up for your summer specials or holiday menus, might need extra reminders when their favourite season is coming up
• Social Butterflies: Love sharing their meals on Instagram, respond well to photo-worthy specials, might be great for influencer partnerships
• Deal Hunters: Always using your promotions, great for filling slow periods, respond well to limited-time offers

Download our free Restaurant Buyer Persona Template—easy to use and built to help you attract the right customers!

2. Creating Promotions That Actually Work

Here’s where a good system (like Reelo) really shines. Instead of sending the same deal to everyone, you can get creative:

Start Small and Build Up:

• First try: “Miss you! Here’s 10% off your next meal”
• If they don’t bite: “How about 20% off your favourite dish?” (And yes, you know their favourite because you’ve been tracking it!)
• Still nothing? “Okay, here’s a free appetizer with your next meal!”

Pro tip: Track which offers and finally bring them back – that’s valuable info for next time

Smart Suggestions: This is where it gets fun:

• For your craft beer lovers: “Love our IPAs? Our new beer-battered onion rings are made with your favourite brew!”
• For your spice enthusiasts: “Loved our Thai curry? Try our new spicy Korean wings – first order 30% off!”
• For your healthy eaters: “Our new quinoa bowl has your name all over it – here’s 20% off to try it!”

3. Make Your Menu Work Harder

Use what you know about your customers to make smart menu decisions:

Popular AND Profitable:

• Track which dishes people come back for again and again
• Look at your margins on these items
• Consider creating variations of your most successful dishes
• Use this info to design seasonal specials that are likely to succeed

Customer Reactions:

• Watch how different groups react to menu changes
• Track which seasonal items get requested even when they’re off-menu
• Notice which modifications are requested most often
• Use this feedback to evolve your menu

Price Sensitivity:

• Notice who orders from your value menu vs. premium items
• Track which promotions work best for different groups
• Understand when people are willing to splurge (hint: special occasions!)

Quick Success Story: BLR Brewing Co.

Ever wonder what happens when a popular brewing company gets serious about its customer data? Here’s a cool story: BLR Brewing Co., one of Bangalore’s favourite spots for craft beer and great food, was growing fast but had a challenge. How do you keep that personal touch when you’re expanding to multiple locations?

Enter smart data solutions through Reelo. Instead of sending generic “Hey, come visit us!” messages, they started creating super-personalized campaigns based on actual customer preferences and behaviours.

The results? Mind-blowing. We’re talking about a 218x return on their marketing investment and an average campaign revenue of ₹3.6 Lacs. 

Want the full scoop on how they did it? Check out the complete BLR Brewing Co. case study 

Wrapping It Up

Look, the restaurant game is changing fast. Having good food isn’t enough anymore – you need to make your customers feel special, even when you’re serving hundreds of them. The good news? Tools like Reelo make this way easier than it sounds.

Whether you’re running a tiny café or a bunch of restaurants, it all comes down to this: understand your customers, treat them like individuals, and make every visit count.

The future of restaurant marketing isn’t rocket science – it’s just about serving the right thing to the right person at the right time. And with today’s tools, anyone can do it.

Want to see how? Give Reelo a try sign up for free and see the difference it can make for your restaurant!