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A Streamlined Operation That Delights Guests and Builds Loyalty

Kristin Lynch, Paytronix
Kristin Lynch, Senior Director of Strategy & Analytics, Paytronix

Restaurant operators report that a top feature influencing their POS purchases is integration with other systems — can you speak to the benefits of seamless integration for restaurant operators?

Seamless integration makes the process better for everyone. It saves time on the operational side, and it gives guests and amazing experience. When things work smoothly, rewards get redeemed both in store and on the mobile app, and guests see an updated menu when they order online. 

That same great experience should extend through to the third party aggregators, so the same information in the POS menus must update partners like DoorDash and Uber Eats as well. 

This way when a guest places an order on any platform they have the experience they expect. 

Then there are the operational efficiencies that keep things running smoothly, like having complete control over order flow through the third-party operators. If a unit is having a particular busy time, managers can control the flow of orders, thereby managing guest expectations. 

Using data to better understand guest preferences is a top business driver — how has that process become integral to restaurant operations?

Quality data isn't just informative; it's transformative. It empowers restaurants to offer personalized guest experiences and make informed high-level decisions. 

Our most advanced clients are segmenting audiences and creating targeted offers, based on specific behavior patterns. So rather than trying to appeal to the biggest possible market, they create targeted programs designed to reward or encourage specific behaviors. These prove far more cost effective and add greatly to revenue.

This way, if a guest purchased a meat-lover’s sandwich we can show them communications with that as an image, while showing the veggie sandwich to someone who is more like to purchase that choice. Then, when the brand rolls out a new sandwich that appeals to the meat lover’s segment, the promotion goes to those who are more likely to enjoy it. 

This is just the beginning. We’ve all been hearing about generative AI tools like ChatGPT, and as those become prevalent in the hospitality ecosystem, the data will just increase in importance.  

Digital engagement with customers is more important than ever. Can you speak to best practices and benefits? 

Digital guest engagement happens when you follow the overall integration patterns. Guests today have been trained by the major brands across all of retail to expect great experiences. It’s not enough to just provide a mobile app or a web interface, brands must meet guests where they are. And today their expectations are remarkably high. 

At the core of the best practice is ensuring that the systems align so the guest experience overdelivers on expectations. This includes loyalty, CRM, messaging, payments, and digital ordering. otherwise your internal team is tied up with menial tasks like literally typing loyalty promotions into the digital ordering platform, rather than doing the work that can truly advance the brand. 

The bottom line? A streamlined operation that delights your guests and builds brand loyalty.

Kristin Lynch has more than 20 years of experience in marketing for consumer goods and retail brandsincluding such household names as 9Lives Cat Food, Kleenex Facial Tissue, Craftsman Tools, Pyrex, Thorntons, and Round Table Pizza. Today she helps Paytronix clients build data-driven guest engagement programs that build brand affinity and revenue. 

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