In order to be ahead of other stores the restaurant uses big data to survive a tough competition

ByCorinne Moncelli

With the development of IT technology, the wave of application of big data is spreading also to the food industry such as restaurant. Although it is an effort to survive other competitors and to survive in a tough competition by setting out the method of cooking and services of customers' favorite from a huge amount of data and customer information, the restaurant industry as a whole is not necessarily using the restaurant industry as a whole It does not seem to be.

To Survive in Tough Times, Restaurants Turn to Data - Mining - The New York Times
https://www.nytimes.com/2017/08/25/dining/restaurant-software-analytics-data-mining.html

Management in the food industry using POS systems and databases is becoming commonplace now. In the era where customers make reservations to stores through the Internet, orders are entered into handicaps owned by clerks, and payments are made with credit cards, all information is tied in a trackable state and a huge amount By accumulating data, new services that have not existed in the past have been born.

Quick service type food chain based in Los AngelesTender GreensErik Oberholtzer who launched, "Silicon Valley is working to find inefficient parts of the world, and they are now in the food industry that is looking at them."

ByEugenuity

In the past, to track sales in restaurants, memos were used that recorded books, personal preferences and allergies. After that, the order system was computerized, it got more useful and sophisticated data than before, but there is no integrated system such as reservation ordering, sales, customer management, etc. That was a problem.

I started a business in Manhattan in 1999AveroIt is a system that can provide data analysis of the next generation that satisfies such needs. "Avero software" translates "the data in a form that makes it easy to understand, and by acquiring external data it is possible to unitarily manage stock inventory, material costs, sales, customer management, reservation management and customer trends. And now, there is no need for such "translation", you can grasp the operation of the restaurant with one analysis softwareSalidoA system like this is born.

What these tools are trying to provide is that "the restaurant is still small and returns to the era when it was not as big as it is now." It is aimed to be somewhat inconsistent with this aim, but this is to make it possible to provide fine-grained service by grasping customers efficiently. Oberholtzer of Tender Greens says, "What I am aiming for is" What would you like to do if you own a small restaurant and you know where all the customers are known? " It is to utilize technology to realize it. "

Mr. Oberholtzer who operates about 30 stores, for cash register managementBrink, For accepting and delivering net orders from mobileOlo, And to manage customer accounts and order historyPunchhAs it is said, we are managing data by combining three systems. By introducing these systems, Mr. Oberholtzer says, "Which customers are using regularly, who is not visiting in the opposite direction, and can grasp the preferences of each customer." I will. For customers who ordered Nice style salads always, we propose a special menu using Hariibat of fish, we do not promote sheep roast never to vegetarian guests, we offer special offer based on customer's needs, I'd like to offer it from here before being told.

ByBoris Tassev

Michelin starred restaurant in ChicagoOrioleThen,UpserveBy introducing the system, we are finding out the top 100 customers by the number of visits and payment. Furthermore, in this system, it is said that customer accounts are also created for customers who reserved for the first time. Normally, in the case of a restaurant that does not know who will become a fixed customer, we do not necessarily create an account for each new customer, but in this store the system is responsible for it.

In addition, in the case of customers who do split at the time of payment, accounts are also created for accompanying travelers. Upserve can provide customers with their credit card information, visit date, food they eat, etc. Based on these information, it is possible to create their profile from accounts such as Google, Facebook, LinkedIn and others. By doing so, at the next visit, even if the person himself does not make a reservation, it becomes possible to call customers visiting customers, and it is possible to provide surprises to customers.

Even credit card types are important clues. When paying with an airline card, this customer judges that there are many trips and generates information. Also, in the case of sports related cards, customer preferences are converted to data.


Not only customer management but also cuisine is done with similar data. Upserve offers the menus that the store offers are "Greatest Hits" (great hits), "Underperformers" (unexpected), "Hidden Gems" (hidden gems), "One Hit Wonders" It has the function of "Magic Quadrant" (4 division of magic) to classify into four. As a result, by classifying cooking according to hidden characteristics such as "Hidden Gems not popular with fixed customers but Mr. seemingly does not ask" and "One Hit Wonders that many people ask but not repeat," initially, It becomes easy to manage.

Although it is possible to manage very detailed data, it can be said that there are users who feel that this system feels bad. In that case, it is possible to opt out by taking the method of paying by cashing and doing the reservation without entering it. On the other hand, more information will be provided to customers who have accepted the system.

From January 2015, we can reserve restaurants all over the worldOpenTableWe are now offering "Recommended" customized for each user. This is similar to displaying products and content according to my preferences on Amazon and Apple Music, and when a user logs in to OpenTable, the application acquires the user's location information and is nearby It is possible to propose a restaurant that seems to fit the user's taste. This not only allows users to find restaurants, but also leads the restaurant to find new customers.

Restaurant information and online booking | OpenTable [open table]


However, there seems to be a case where there is a gap from actual operation if it depends too much on the system. In such a case, "Please disregard the data with knowing the danger," Mogavero of Avero says. It can be said that such a system is suitable for a type of store that deals with large quantities of customers with a large number of customers, but in a type of store that offers high-end cuisines and services, the value of use There is not much. Will Guidara, who runs a Michelin high class restaurant in New York, said, "When you face the customer in a face to face, such a system is not necessary, which is different from our approach," I will talk.

Michelin Star Star Restaurant in Northern CaliforniaManresaIn the store of Mr. David Kinch which operates David Kinch's store, when you make a reservation from a customer, you use Google etc. to do research on customer's occupation and interests, but there is a concierge with a high skill from there And services by staff such as sommelier are the most important things. "We regularly receive proposals for such systems, everyone says" for the customer "I think that it is far from the fact that at my store, We put emphasis on eye contact and smile with our customers, "Kinch says.