Restaurant owners are stepping up the competition, through the powerful tool of consumer data, which allows them to improve their services by understanding customer preferences and even dietary requirements via mobile apps and online reservation systems.
Starbucks, one of the biggest chains in the world utilises the mobile apps to improve customer satisfaction. At first their mobile app could only be accessed by Starbucks Rewards loyalty members, although they found that this only obtained the data of existing and loyal customers, which is why they opened the app up to everyone in March this year.
The coffee chain also required customers who visited stores during “Happy Hour” to register on the Starbucks app. As well as introducing email sign-up for customers who wished to access in-store Wi-Fi.
Kevin Johnson, the Chief Executive at Starbucks informed investors that Starbucks obtained data from an additional 5 million customers in just 90 days, increasing their “digital relationships”.He also discussed their ongoing growth, stating:
