Successful businesses know that the key to success is customer retention. Getting new clients into your restaurant is a must, but the real money-makers are the clients that repeatedly visit your restaurant.
Your business model should focus on forging great relationships with customers through rewards, great personalized service, and targeted marketing. One way to do this is with restaurant CRM software.
Let’s take a look at restaurant CRM, how it impacts customer satisfaction, what to look for in your CRM system, and our picks for the best CRM systems on the market.
What is Restaurant CRM Software?
Restaurant customer relationship management (CRM) software helps businesses develop long-term relationships with clients. This software will offer tools and functions that aim to bring in new clients, engage with old ones, and get them to return for more.
Loyal customers spend 67% more than new customers. Even if return customers only make up a small fraction of the client base, they are responsible for up to 80% of all revenue for most restaurants. A CRM system taps into this potential to create customer retention and increase restaurant sales.
Restaurant CRM software acts as a customer database with key features like behavioral insights and customer communications. The data and tools of the CRM system make it easy to engage with and retain customers, learn more about behavioral patterns, and create personalized marketing campaigns.
What to Look For in Your Restaurant CRM System
When choosing a CRM, there are a few features to expect and be on the lookout for. Let’s dive in!
Customer Data
Restaurant CRM collects and stores customer data. Information like birthdays, emails, phone numbers, and payment methods are kept in a centralized customer database that you can easily access.
Advanced CRM will also have additional data sets, including information like food allergies or dietary preferences.
Client History
Client history is the key to customer relationship management. Most restaurant CRM systems create a customer profile with detailed order and experience tracking. Staff can also enter customer-specific data, like the type of service the client enjoys or how they like specific food. You can then create personalized service to improve the customer experience.
Point-Of-Sale Integration
Restaurant CRM systems should offer POS system integration. Customer information, like orders, should easily flow between the POS and the CRM system. If there is no POS integration, it can be hard to track metrics like sales trends.
Loyalty Programs
Most CRM systems will have the option to create a loyalty program or integrate it with restaurant loyalty software. Combining CRM and a loyalty program is one of the most effective ways to reward and encourage loyal customers.
Marketing Campaigns
A restaurant marketing plan is crucial for your success. One of the biggest benefits of CRM is the addition of marketing campaigns. You already have the data from your CRM system!
All you need to do is create targeted marketing campaigns that boost repeat business. Advanced CRM will also have powerful features like automated marketing campaigns.
Campaign Tracking
Integrated restaurant CRM tracks everything, including marketing campaigns.
While there will be some variation between restaurant CRM software tracking capabilities, all should offer insights into the conversion and open rate of campaigns and emails.
Campaign metrics will give you all the data you need to improve marketing campaigns. You’ll also know which clients would like even more dining or reward options from your restaurant.
4 Best Restaurant CRM Systems
Now that you know what CRM is and what to expect, let’s take a look at the best restaurant CRM software on the market.
1. Toast
Toast is a POS system, although it offers a variety of restaurant CRM software services. Known for its impressive and flexible nature, the software is a great basic CRM option for restaurants that already run Toast software in other sections of the business.
Main Features
- Email and sales integration
- Automated email marketing campaigns
- Campaign metrics
- Loyalty program options with loyalty reporting
- Gift card program
Cons
- No SMS marketing
Pricing
Starting price is $69 per month. There is also a Toast Demo available.
2. OpenTable
OpenTable has been running since 1998 and offers restaurant owners a comprehensive but easy customer relationship management system.
The restaurant CRM software helps you create tailored communication with customers and profiles on VIPs and influencers. The software also has weekly guest reports, server reviews, and insights to better understand your clients.
Main Features
- Client profiles with server notes and preferences
- Customizable and automated communication options
- Marketing ROI tracking
- Detailed customer spending and order history reports
- Server scorecards and feedback
- Competition analysis
- POS integration
Cons
- No marketing automation
- No guest surveys
Pricing
OpenTable has three pricing tiers, with the basic one starting at $39 a month. They do offer a 30-day free trial.
3. EatApp
EatApp is a cloud-based restaurant management system that includes restaurant CRM software. The easy-to-use reservation software provides many advanced features that help restaurants segment and customize the dining experience.
Main Features
- Manage multiple locations
- Cloud-based software
- Comprehensive client profiles
- Targeted marketing campaigns
- Guest database segmentation capabilities
- Guest tagging and auto-tagging
- POS integration
Cons
- EatApp is more expensive than most CRM because it is part of a larger management system.
Pricing
EatApp’s CRM system starts at $209 a month.
4. POSist
POSist has two options for clients: an all-in-one restaurant management system with built-in CRM or dedicated CRM software. According to their metrics, restaurant owners see a 300% increase in guest satisfaction after integrating the CRM system.
Main Features
- Manage multiple locations
- Cloud-based software
- Client data and profiling capabilities
- Guest segmenting capabilities and guest tagging
- Email, SMS, and ad marketing automation and management
- Targeted and retargeted marketing campaigns
- Loyalty programs and ROI capabilities
Cons
- Reviews indicate the pricing can be expensive
- Reporting can be difficult to understand
- Customer service is spotty
Pricing
POSist doesn’t provide clear pricing as costs are determined by the customer's unique needs.
Conclusion
The restaurant industry thrives off repeat customers. If you haven’t tapped into the power of loyal customers, now is the time.
With the help of CRM software, you can create guest profiles and targeted marketing campaigns, gain insight into customers and servers, add metrics to clients' preferences throughout the year, and much more. It’s an easy and effective way to increase revenue and brand retention.
Perfect Venue is one of the best event management software options for restaurants. Even if you don’t host events, Perfect Venue has high-quality CRM functionality that can be used for all types of food businesses. Why not try it for free?
