Should I have a CRM in my restaurant?

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First of all: CRM stands for Customer Relationship Management . In other words, the purpose of the tool is to be a database where you store information about your customers — so that you can understand them better and, therefore, have a closer relationship with them and increase sales.

Basically, the role of this tool is to collect, analyze and present your customer's behavioral and transactional data . With the tool collecting this customer information, you can create strategies to use this data in a way that your consumer becomes loyal and receives more personalized service, always returning to your restaurant.

To register customers and collect this data, you can use usages of telemarketing database ready-made forms that the customer fills out when paying the bill or use automated tools.

Below, we have listed some benefits of implementing a CRM in your restaurant. Learn about them all and adapt the ones that fit your target audience and objectives to your establishment.


1) Know your customers
With customer data in hand, you can define your target audience and understand common characteristics so that you can develop more assertive actions. For example, you can understand whether your customers are mostly women or men, their average age, demographic information, average ticket, volume of visits, among other more specific information such as vegan and vegetarian customers. This way, you can create promotions that bring more results.

2) Conduct satisfaction surveys
Taking advantage of the fact that you can have information such as your customers' phone numbers and emails in your database, getting their feedback on dishes, for example, becomes much easier. This is important to understand customers' opinions, respond to them when possible, and make them feel more heard and, consequently, more valued by your restaurant.

3) Build customer loyalty
Customer loyalty is very important for restaurants that want to improve the consumer experience through closer relationships. CRM is essential for you to be able to contact these people and win them over so that they return to your establishment. With the information available, you can send offers and promotions automatically and in a personalized way.

4) Increase sales
According to a study conducted by Bain & Company (“ The Value of Online Consumer Loyalty ” ), customers considered loyal spend, on average, 67% more than new customers. With a good CRM tool, you can, for example, see which customers have not returned for more than 30 days and create specific promotions for this group of people.

Extra: Take care of customer data as if it were your own
The General Data Protection Law (Law No. 13,709, of August 14, 2018) or LGPD was created so that user data is treated more ethically and with consent. Therefore, be sure that all customers give consent to the collection and processing of their data, as well as the sending of marketing campaigns. The goal is to provide more transparency in the way the data provided is being used.

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