When It Comes to Customer Data, What Do Restaurants Really Need to Capture?

Host Barbara Castiglia discussed all things modern restaurant
management with Peter Klayman, quick service restaurant (QSR) and
practice lead at Bottle Rocket.


Klayman focuses on consulting QSR companies that haven’t utilized
technology to help them modernize and adjust to an industry that
is now very digital forward. Bottle Rocket serves clients like
Fiesta Restaurant Group, Dunkin Donuts and their claim to fame
Chick-Fil-A.


“The Chick-Fil-A you see today is very much build on that
internal prowess and internal team that we helped stand up and
enable,” Klayman said.


Like many other industries, QSRs quickly realized the need for
efficient technology during the pandemic to serve their
customers. However, pandemic or not, the goal is always the same:
ensuring the customer experiences a frictionless interaction
pathway regardless of which path they choose.


A few factors to achieving this goal are:


Strive to be at least at par with the top competitor


Hire managers and employees that embody the company


Invest in employees’ career and training


Build a robust customer loyalty program


Utilize data captured for strategic marketing


Make the localized experiences personalized


Think about your long-term goals when investing in technology


At the end of the day, customers should always have the same
brand experience that’s easy and convenient to the customer
because, as Klayman said, “Every touch point should be made to
feel like it was designed for each guest.”