Learn how to transform your guest data into insights! Join Fishbowl’s VP of CRM, Helen Baptist, for an insider’s view of the playbook on how to use data to drive predictable revenues. Helen will pull back the curtain and highlight insights from some of her real world case studies.

1. The Playbook for Predictable Sales Growth:
Understanding and Leveraging Guest Behavior
Helen Baptist
VP, CRM & Loyalty Analytics

2. Today’s Agenda
• Why is understanding guest behavior
important?
• What is the underlying methodology?
• Introducing the Life of a Guest.
• How to leverage guest data to grow your
business.
• Q&A
2 Company Confidential

3. Why Should Restaurant Marketers Care
About Guest Behavior?
Increased marketing effectiveness
Increased market penetration
INCREASE REVENUE
PREDICTABLY & PROACTIVELY
3 Company Confidential

4. Restaurant Executives Need To Answer
Questions Like These
How can I increase
Same Store Sales?
What is the value of
4 Company Confidential
each guest?
Who are my best
customers?
How do I increase guest
frequency and/or spend?

5. Where Does the Data Come From to Answer
These Questions?
Food Preference Level of Engagement
5 Company Confidential
Personal Life
Level of Satisfaction
Degree of Influence
Dining Behavior
enterprise email
local store marketing
ROI
promotions manager

6. What is the Underlying Methodology?
6 Company Confidential

7. Understand Guest Behavior -- Drive Sales
annual spend
Anonymous
Marketable
Measure their performance on an ongoing basis and adapt
marketing strategies to optimize revenues.
7 Company Confidential
guests
Start by understanding your guests.
Who are they?
• Anonymous: Mass marketing audience
• Marketable: Guests for whom you have permission
based contact information and can develop an
understanding of their dining behavior.
Determine their dining behavior today.
• Segment these guests along key
behaviors: frequency, recency, and spend.
• Segment on other guest dimensions: demographics,
psychographics.
Leverage what you know about them to grow
sales
• Develop marketing strategies and tactics by segment.

8. Trends in Casual Dine
8 Company Confidential 8

9. Client Benchmarks
Average Annual Frequency
9 Company Confidential
# of Visits
Guests 1.38
Members 2.10
Delta 50% more visits from
members than guests

10. Client Benchmarks
Percent of 1x Visitors and Associated Sales Contribution
1x Visitors % of Sales
Guests 78% 52%
Members 60% 42%
10 Company Confidential

11. Client Benchmarks
Sales Contribution from Top 10% of Customers
11 Company Confidential
Sales
Guests 35.6%
Members 46.2%
Delta
Top 10% of members contribute
30% more annually vs. the top
10% of guests

12. Client Benchmarks
Percent of 10+ Visits and Associated Sales Contribution
10+ Visitors % of Sales
Guests 0.7% 4.7%
Members 2.0% 10.2%
Delta The Top 10% of members contribute 30% more annually
vs. the top 10% of guests
12 Company Confidential

13. A Day in the Life of a Guest:
Introducing Emerson J. Digby
13 Company Confidential

14. Digby’s Dining Behaviors
Latest Check: $67
Last Visit: 32 days ago
14 Company Confidential
Visited 4 times
Avg. Check: $34
Avg. Covers: 2.35

15. We Add Demographic Data To His Profile
Age: 48
Lives in Alexandria
HH Income: $77K
15 Company Confidential
Marketing Manager
Married
2 Children

16. We Know His Wife is Also a Member, So We
Tie the Two Profiles Together
Ordered to Go: 1 (work lunch)
16 Company Confidential
Visited 2 times
Redeemed Birthday Offer
Total Net Sale: $396.32
Member since: 6.4.2011
Last email opened: 9.12.2014
Last offer: 8.22 - Birthday
Mrs. Mary Digby

17. Their Profiles Add Additional Context
Mary’s Largest Check: $289.57
Tim Digby’s (son) soccer team
17 Company Confidential

18. The More Information You Have, The More
Effective Your Marketing Will Be
Mary, Avid Fundraiser Donator
Various Humane Societies
Layla Digby (daughter)
18 Company Confidential
Dogby (family pet)

19. Use Guest Knowledge To Focus Your
Marketing Efforts
19 Company Confidential

20. Acquire New Customers Based on Guest
Profiles
Determine profile and value of guests by marketing
channels/spend. Find more guests that are
profitable at a lower cost per acquisition.
20 Company Confidential

21. Grow Your Marketable Audience
Unknown Guests Valued Guests
Convert Guests Into Marketable Members
21 Company Confidential

22. Increase Spend With Segmented Marketing
Programs
Sample Segmentations
Diners with Families
Women>30 with children<10
who dine on Friday
Best Guest Recognition
Frequent Diners (>4x/yr.)
who spend >$200/yr.
Use Discount to Attract
Low Value Guests
increased frequency >check average
22 Company Confidential
Reactivation
Gift Card purchasers who haven’t
bought in the last 6 months
Yield Management
Lunch diners who have never
been in for Happy Hour
$$$$$$$$$$

23. Summary:
Why Should Restaurant Marketers Care
About Guest Behavior?
23 Company Confidential

24. Summary
Increased marketing effectiveness
Increase net sales lift through
more relevant marketing
Right Customer → Right Channel
Right Message → Right Time
24 Company Confidential

25. Summary
25 Company Confidential
25
Increased market penetration
Evaluate current market saturation levels
& determine new location opportunities
Right Customers → Right Locations

26. Summary
26 Company Confidential
26
INCREASE REVENUE
PREDICTABLY &
PROACTIVELY

27. How Do I Get Started?
27 Company Confidential

28. Thank you for participating in our webinar!
Now we’ll answer your questions.
Company Confidential
28

29. Company Confidential
Next Steps
Learn more about how we can help drive your business. Contact your
Fishbowl rep about your marketing goals and challenges.
Additional Resources
 Read our blog.
 Read our case studies.
 Get the latest restaurant marketing tips! Subscribe to
The Fishbowl Digest. Ask your rep to sign you up.
29