Restaurant Data Cues: Understanding What’s Driving Customer Satisfaction (or Dissatisfaction)—and What to Do About It

By Jennifer Wiebe

The fastest route to increased revenue? It’s not attracting new customers. The fastest way to increase sales is to get current customers to order more—increase customer satisfaction.

Promotion can certainly help do that, but the most significant predictor of customer loyalty and future purchase activity is customer satisfaction. You know how to improve customer satisfaction, right? Fast, smiling, friendly service. On-time deliveries. Clean tables. Fresh, hot, tasty food. Food that your customers want to eat.

But how do you know what needs improving?

In the MIRUS blog last month, Clay Cloomer from MIRUS Restaurant Solutions, an enterprise reporting partner to SpeedLine, shared 5 Ways to Improve Restaurant Customer Satisfaction with Business Intelligence Software.

At SpeedLine, we talk a lot about the power of seeing inside your business. That’s what Clay is talking about in this post. A deep dive into your customer purchase history, service performance, labor scheduling, and cost of sales to identify problems that may be leaving your customers with a bad taste in their mouths.

Using SpeedLink Enterprise or an integration with a reporting and business intelligence solution such as MIRUS, you can do this type of analysis for multiple locations.

At the store level, you can do the same type of analysis using your SpeedLine Store Manager software:

  1. 1. Analyze your restaurant’s "market basket" with the dynamic Item Sales Summary on the Today Tab, and with the Product Margin report.
  2. 2. Look at service times, late deliveries, driver performance, and more to ensure customers are being served fast.
  3. 3. Compare labor vs. sales, set core staffing requirements, and build future schedules based on accurate sales forecasts to make sure you have optimal staffing for great service.
  4. 4. Once you know what items employees love best, use employee sales reporting to track upselling contests to promote popular side items or desserts.
  5. 5. And track promotions and distribution channels (doorhangers vs. mailers vs. newspaper ads, for instance) to identify your best performing and highest margin offers.

The secret to improving customer satisfaction? Listen to what your customers—and their data—are telling you.

Posted on Thu, Aug 22, 2013 @ 13:08 PM.
Updated on April 16, 2019 @ 3:44 PM PST.

Posted by Jennifer Wiebe

An occasional contributor to On Point, Jennifer led the marketing team at SpeedLine from 2002 to 2018. She loves books, yoga, playing at the beach, and commenting on bad TV with her family.

linkedin | Author's website

Tags: customer loyalty, Restaurant Marketing

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