// FEATURE // guest engagement platform. Or, when guest profile data is integrated into a payment platform like Square’ s POS, this customer data becomes even richer, providing insight about what has actually been purchased during visits to a restaurant, bar or hotel. This enables operators to instantly see how often someone visits, what the average spend per head is, drink and food preferences, or whether they responded to a particular promotion.
What is key within this scenario is that the data being captured is centralised and easy to act upon, providing insight to marketing teams about their next steps.
Data-led diversification is not an option
The Guardian spoke with CGA research recently. CGA points out that during 2025 the number of pizza restaurants had fallen from 5,000 to 3,750. Within this same piece, The Guardian reports Domino’ s Pizza Group’ s Chief Executive announced he had‘ stepped down with immediate effect’ and explained that,‘ it was‘ pretty obvious’ the group should broaden its menu’, in order to compensate for rapid growth in the fried chicken market.
While this example focuses on a larger operator, it highlights a wider truth affecting the entire hospitality sector: when customer
preferences shift, the businesses that fail to respond are the ones to quickly feel the impact.
For SMEs, the stakes are often even higher. A handful of poorly performing menu items, or a missed shift in demand, can have a significant impact on profitability. However, with reliable guest data, restaurants, pubs and hotels can track emerging patterns: ranging from falling interest in specific items to rising demand for alternatives, enabling them to diversify with confidence.
Data doesn’ t pigeon-hole customers by generation either. Instead, it reveals what they value and desire. This insight provides operators the clarity to evolve marketing, outreach and guest engagement in ways that meet every guest and generation’ s needs.
Assumptions can be tested and clarified. And, in a market where behaviours are shifting quickly, diversification guided by real data – not guess work – offers the most reliable foundation for growth for SMEs and / or independent operators.
Finally, instead of guessing whether to market to Millennials or Gen Z, or the various other generations available to connect with, perhaps it is time for SME hospitality businesses to let data be their guiding light? �
Intelligent SME. tech
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