The Playbook for Predictable Sales Growth:Understanding and Leveraging Guest

Behavior

Helen BaptistVP, CRM & Loyalty Analytics

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Today’s Agenda

Why is understanding guest behavior important?What is the underlying methodology?Introducing the Life of a Guest.How to leverage guest data to grow your business.Q&A

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Why Should Restaurant Marketers Care About Guest Behavior?

Increased marketing effectiveness

Increased market penetration

INCREASE REVENUE PREDICTABLY & PROACTIVELY

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Restaurant Executives Need To Answer Questions Like These

How can I increase Same Store Sales?

What is the value of each guest?

Who are my best customers?

How do I increase guest frequency and/or spend?

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Where Does the Data Come From to Answer These Questions?

Personal Life

Level of Satisfaction

Food Preference Level of Engagement

Degree of Influence

Dining Behavior

enterprise email

ROI

promotions manager

local store marketing

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What is the Underlying Methodology?

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Understand Guest Behavior -- Drive Sales

Measure their performance on an ongoing basis and adapt marketing strategies to optimize revenues.

annu

al s

pend

guests

Marketable

Anonymous

Start by understanding your guests. Who are they?• Anonymous: Mass marketing audience• Marketable: Guests for whom you have permission

based contact information and can develop an understanding of their dining behavior.

Determine their dining behavior today.• Segment these guests along key behaviors:

frequency, recency, and spend.• Segment on other guest dimensions: demographics,

psychographics.

Leverage what you know about them to grow sales• Develop marketing strategies and tactics by segment.

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Trends in Casual Dine

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Client Benchmarks

# of Visits

Guests 1.38

Members 2.10

Delta 50% more visits from members than guests

Average Annual Frequency

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Client Benchmarks

1x Visitors % of Sales

Guests 78% 52%

Members 60% 42%

Percent of 1x Visitors and Associated Sales Contribution

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Client Benchmarks

Sales Contribution from Top 10% of Customers

Sales

Guests 35.6%

Members 46.2%

DeltaTop 10% of members contribute 30% more annually vs. the top

10% of guests

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Client Benchmarks

10+ Visitors % of Sales

Guests 0.7% 4.7%

Members 2.0% 10.2%

Delta The Top 10% of members contribute 30% more annually vs. the top 10% of guests

Percent of 10+ Visits and Associated Sales Contribution

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A Day in the Life of a Guest:

Introducing Emerson J. Digby

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Digby’s Dining Behaviors

Visited 4 times

Avg. Check: $34

Avg. Covers: 2.35

Last Visit: 32 days ago

Latest Check: $67

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We Add Demographic Data To His Profile

Age: 48Lives in AlexandriaHH Income: $77K

Marketing ManagerMarried2 Children

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We Know His Wife is Also a Member, So We Tie the Two Profiles Together

Visited 2 times

Redeemed Birthday Offer

Total Net Sale: $396.32

Ordered to Go: 1 (work lunch)

Member since: 6.4.2011Last email opened: 9.12.2014Last offer: 8.22 - Birthday

Mrs. Mary Digby

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Their Profiles Add Additional Context

Mary’s Largest Check: $289.57

Tim Digby’s (son) soccer team

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The More Information You Have, The More Effective Your Marketing Will Be

Mary, Avid Fundraiser Donator

Dogby (family pet)

Various Humane Societies

Layla Digby (daughter)

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Use Guest Knowledge To Focus Your Marketing Efforts

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Acquire New Customers Based on Guest Profiles

Determine profile and value of guests by marketing channels/spend. Find more guests that are profitable at a lower cost per acquisition.

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Grow Your Marketable Audience

Convert Guests Into Marketable Members

Unknown Guests Valued Guests

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Increase Spend With Segmented Marketing Programs

Sample Segmentations

Best Guest RecognitionFrequent Diners (>4x/yr.)who spend >$200/yr.

Diners with FamiliesWomen>30 with children<10who dine on Friday

Use Discount to Attract Low Value Guests

increased frequency >check average

ReactivationGift Card purchasers who haven’t

bought in the last 6 months

Yield ManagementLunch diners who have never

been in for Happy Hour

$$$$$$$$$$

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Summary:Why Should Restaurant Marketers

Care About Guest Behavior?

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Summary

Increased marketing effectiveness

Increase net sales lift through more relevant marketing

Right Customer → Right Channel Right Message → Right Time

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Summary

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Increased market penetration

Evaluate current market saturation levels & determine new location opportunities

Right Customers → Right Locations

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Summary

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INCREASE REVENUE PREDICTABLY & PROACTIVELY

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How Do I Get Started?

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Thank you for participating in our webinar!

Now we’ll answer your questions.

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Next Steps

Learn more about how we can help drive your business. Contact your Fishbowl rep about your marketing goals and challenges.

Additional Resources

Read our blog.

Read our case studies.

Get the latest restaurant marketing tips! Subscribe to

The Fishbowl Digest. Ask your rep to sign you up.

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