// FEATURE //
ome people eat out earlier
S in the day, some don’ t. Some drink, but visit venues more often. For some, the visit is about convenience and price. Whereas for others it’ s about exclusivity, a sophisticated menu and ambience. These needs differ from person-to-person and are certainly not uniform across all generations either. Additionally, depending on who you speak with, some suggest that targeting Millennials instead of Gen Z is the way towards success. But is this assumption entirely accurate, and how can smaller operators drive true long-term growth?
Who is my customer, really?
For many independent venues, decisions are made based on instinct, familiarity or on what has‘ always worked’. However, with tightening margins, these operators desperately need a clearer picture of who – exactly – is walking through their doors. Is it the Silent generation? Is it a Boomer? Or is it in fact Generation X( GenX), a Millennial or Generation Z( Gen Z)?
What are they ordering? What days and times are they coming in? How much are they spending? Which staff and table locations are they more receptive to? Or, what beer, cocktail or meal is driving revenue at a particular restaurant, bar or pub?
Of course, some venues are purpose-built and designed around the specific needs of the various generations mentioned. However, for many smaller operators, the audience is likely more mixed, and in either instance, guest data informs success.
Without accurate guest profiles and spend data adding the colour and detail to the picture of who a customer really is – Millennial, Gen Z or otherwise – how can operators really tell whether their food and drink proposition is working, and whether or not they need to diversify any of it? Is marketing to Millennials still working for them, for instance, or do marketing horizons need to be broadened or refined?
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CAPTURING THE RIGHT DATA AND USING THE CORRECT TECHNOLOGY IS VITAL.
Intelligent SME. tech
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