New Benefits From POS

Point-Of-Sale (POS) systems, familiar tools for processing restaurant orders, are being increasingly used by creative restaurateurs to bring more customers through the door. Traditionally used for processing customer orders and tracking sales, POS data is now seen as a tool to track guest data, such as demographics and purchasing habits to produce marketing campaigns that generate results at little or no additional cost.

Operators can use the data to determine which menu items are the most popular and build food-based promotions around them. They can also offer guests “bounce back” incentives tied to the best-selling appetizers and desserts, enticing them to return to the restaurant sooner rather than later.

If a POS report shows lagging sales on a given night, the operator can use the information to develop a promotion that targets that specific night to increase patronage.

The most valuable POS benefit may well be its ability to provide data on the restaurant’s most loyal guest. Following the old adage of “fish where the fish are biting,” operators can identify guests who are frequent patrons, creating programs that keep them returning for more.

Most POS systems are capable of printing promotional messages directly on receipts, another avenue to market directly to patrons and to track their responses.

Most in industry experts agree that incentives can boost sales and generate loyal patronage, but strongly discourage discounting menu items because the practice suggests to guest that the food or drinks aren’t worth paying full price. Instead, they suggest, offer no-strings-attached promotions such as a free drink or dessert.

POS systems have also made the old punch card promotion obsolete. A POS system can instead monitor cards swiped through it, collecting data on guests eating habits. They can also be used in a Reward Card concept, which can lead to attractive “up selling” opportunities. Some systems are also capable of identifying infrequent visitors and issuing an incentive for them to return sooner.

POS-related information is even more valuable when paired with a customer’s email address. Restaurants are increasingly utilizing email to communicate quickly and cost-effectively with guests through marketing materials, newsletters and special promotions.

The industry is also finding new technological applications, such as a service called Gomobo.com, which enables guests to send text messages to preorder their meals. The service is fully integrated into the restaurant’s POS system and allows the order to be charged to a credit card number already on file. Restaurants are also employing cell telephones to notify guests of rewards and promotions they are eligible for, simply by submitting their cell phone number.

The benefits of technology are increasing almost daily, and SRI stays on top of developments to share with clients. Contact us at 916 649-7250 and we’ll be happy to share the latest innovations with you.