Despite the world shifting to technology for almost everything, the restaurant and hospitality industries continue to rely on personal connection and personalization.
This personalization is one of the top ways hotels and restaurants build relationships and customer loyalty.
So, do we drop technology from the equation altogether? No, we don’t have to. Technology can help increase customer loyalty and retention in the restaurant industry.
Research by Sender found 90% of marketers saying “personalization significantly contributes to business profitability.” In addition, it can improve “marketing spend efficiency by up to 30%.”
But that’s not all. Personalization can also decrease customer acquisition costs (CAC) by as much as 50%.
But what does personalization look like? It usually comes in the form of personalized marketing, particularly personalized messaging and communication.
In this article, we’ll cover what personalization is, why it’s important, and what it looks like in the restaurant industry. We’ll also offer some tips on how to create personalized messages with WhatsApp.
What is personalization in marketing?
McKinsey defines personalization in marketing as “when seller organizations use data to tailor messages to specific users’ preferences.”
In other words, it’s that personal touch you give to your communication with guests. Personalization can be a powerful opportunity, or a tool, to create memorable dining experiences for your guests.
Done right, personalization can be the reason guests keep coming back to your restaurant or concept.
However, to do it right, you need to understand your guests’ unique preferences so you can tailor the experiences accordingly.
Why is personalization important?
You may be wondering, does personalization really matter that much?
According to the research by Sender, “companies that thrive at personalization earn 40% more money from these activities than the average competitor.”
Now, that’s a major benefit of personalization. However, it’s not the only one.
Here are more reasons to consider using personalization in your marketing and restaurant.
The following benefits apply to other industries as well.
Understanding customer preferences
To create a personalized marketing strategy, you need to learn more about your guests’ preferences and analyze this data. You can do so through a restaurant reservation and table management system, which automatically collects this data from your guests.
For example, collecting data such as order history, dietary restrictions, food preferences, favorite dishes or beverages, dining patterns, can all be used later to create personalized campaigns. Restaurants can use this data to tailor their messages.
Tailored promotions and offers
Using data and personalization, you can tailor offers based on customer preferences. For example, you can send a personalized restaurant email campaign with a special promotion on a guest’s birthday, creating a sense of exclusivity.
Offering special deals based on past order history encourages repeat visits.
Personalized communication
Using a person’s name in an email or SMS is the most common example of personalized communication. Although customers, or even readers, no longer find this impressive, it can still add a personal touch.
You can take it a step further and mention something personal based on data you’ve collected. For example, you can send a personalized WhatsApp message like this one:
“Happy anniversary, Sarah!
One Orchid wishes you a splendid day with your loved ones. Join us between August 10-20 for a 20% off dinner for two.
Book your reservation here [add link]”
Try it! Transform your communications with WhatsApp Marketing for Restaurants
Enhanced customer experience
One way to improve guest experiences in your restaurant is by training guests to recognize and greet repeat customers.
Using a table management system with an advanced restaurant CRM can create that unique dining experience. Using the CRM, servers can see previous guest orders, survey comments, allergies, dietary needs, among others.
They can also use this information to suggest meal customizations.
Data-driven marketing
Using the data collected from previous visits, restaurant operators can make decisions based on data.
It’s best to collect data from the CRM and the restaurant point-of-sale (POS) system. For example, you can review restaurant reports to add or remove menu items.
Restaurant operators, managers, and marketers can also make marketing decisions such as deciding to add new social media platforms, using a channel to send personalized messages, among others.
Restaurant cans also experiment with various restaurant marketing ideas to see which works better.
Feedback and surveys
Restaurant surveys are a great way to collect data, reviews, and ensure guests are heard. Surveys can also help you identify issues or weaknesses like finding out that guests prefer one venue over the other because of the level of service.
If you’re using a reservation or seating management software, like Servme, you can send automated guest surveys.
Based on the data collected from each survey, you can track a guests’ reviews, see if your staff has handled issues from previous visits, or even use the feedback to create new menu items.
What does personalization look like in a restaurant?
For restaurants, there are several ways you can create personalized experiences.
Personalized dine-in experiences
For a dine-in experience, a server or host may point out to a guest if a certain dish has an ingredient that’s in conflict with their allergy or dietary restrictions.
Similarly, the host may ask the guest if they want a specific type of coffee or beverage based on their previous order history.
Personalized marketing
There are many ways to add personalization in your restaurant marketing strategy.
Sending a ‘Happy birthday’ message, or email, to a guest and offering them a special discount or free dessert, is a great example of a personalized restaurant marketing idea.
Depending on the information available, you can do the same for events like an anniversary or even Valentine’s Day.
Choosing the guest’s preferred method of communication also counts as an example of personalization. Like using your restaurant’s WhatsApp messaging account to send personalized messages to your guests who use WhatsApp.
After all, you’re not just sending out messages and keeping your fingers crossed. You’re messaging guests based on preferences and previous behavior.
How to create personalization in your restaurant with Servme and WhatsApp
Using personalization in your restaurant can significantly enhance customer loyalty by creating a sense of individual value and connection.
One way to do so is using WhatsApp business for restaurants. WhatsApp is one of the most personal and direct ways to connect with customers. With over 2.78 billion monthly active users worldwide, WhatsApp is the world’s leading communication platform.
Compared to email and SMS, WhatsApp boasts an open rate of 98%. Coupled with restaurant reservation management software, like Servme, WhatsApp Business offers a multitude of opportunities for personalization and direct communication.
WhatsApp is also a more cost-effective marketing option for restaurants.
Using WhatsApp Business in combination with Servme’s reservation and guest experience management software, F&B concepts can
Automate guest communications including reservations, confirmations, cancellations, and reminders
Create and customize WhatsApp messaging templates
Preview and send test messages before sending them to guests
Share payment links for reservation deposits and prepayments
Help guests find your venue by sharing Google Maps location links
Personalize their Sender ID with restaurant image and logo
However, that’s not all WhatsApp Business for restaurants is good for. Coupled with Servme’s reservation system, you can combine all WhatsApp business features with your restaurant’s CRM and guest profiles. You can also benefit from Servme’s auto-tagging feature to further personalize messages.
Auto-tags are tags servers and hosts add to guests’ profiles as means of segmentation. They are like pre-defined attributes automatically added to a guest profile when guests make certain actions.
For example, if a restaurant has a ‘top spender’ auto-tag for guests who spend over $200 per visit, every time a guest reaches or passes this number, they get the top spender tag.
Using WhatsApp business, Servme, and auto-tags, you can create a complete personalized messaging strategy for your restaurant that increases sales and boosts retention.
Restaurants can create any number of tags and use them to create personalized marketing campaigns and messages.
You can personalize by location, brand, and auto-tags all in one. For example, you can create a WhatsApp messaging campaign for frequent visitors, who visit your Abu Dhabi venue, and spend over AED 400 per visit.
Invite them for a special event, let them know of an upcoming seasonal menu before everyone else,…etc.
Just make sure you have your guests’ approval to send WhatsApp marketing messages so they don’t label you as spam.
Want to see how Servme’s reservation management, CRM, and WhatsApp Business can transform your restaurant and marketing campaigns? Book a quick personalized demo to learn more.
Nada Sobhi
Marketing
