Increasing Your ROI through Data-Driven Marketing Using Your Restaurant Menu

It is no secret that we are in an age of personalization as a society. From the ability to personalize consumer-facing applications to meet our individual needs to using data to craft strategically targeted marketing plans at work, the efficiency of technology has evolved past meeting our individual needs and has begun to bleed into our most granular decisions. And while we’ve been immersed in this technological evolution for sometime as individual consumers, it it businesses who are now beginning to see the benefits of using data in daily decision-making, especially when it increases their ROI a whopping +54.72X over their previous efforts. Yes, those are real figures and here at MenuCalc, we’ve cracked to code to give your food business the opportunity to view these numbers as a jumping-off point. And we do this with a unique approach on data-collection that you can’t get anywhere outside of SmartMenu. What’s SmartMenu? We’ll cover that in a minute. Let’s first crack open the case study on what’s already begun to drive ROI percentages through the roof before we teach you how to break that glass ceiling and reap the revenue benefits from every avenue possible.

Point-of-Sale Data is Just the Beginning

Let’s begin with a case study published this year by Personica which captures a FSR chain that desired to increase their revenue through uniquely-targeted email campaigns. This particular brand measured the success of their previous email campaigns and found that they had a standing ROI of 4.58X on a single email campaign and an average conversion rate (defined as transactions/clicks) of 4.0%. For those of you who are not familiar with how email campaigns should perform, according to

“If you just look at metrics across the board, you can get a good idea of how your emails should be performing: Your average email open rate should be between 15-25%. Your average click-through rate should be about 2.5%. Your average click-to-open rate should be between 20-30%.”

Given this example, this particular brand had reason to be concerned with the then-current standings of their email marketing campaigns. As a proposed solution, this restaurant chain made the decision to create a more personalized approach to their email marketing efforts through campaigns customized to their customer’s individual tastes based on the data collected from their point of sale (POS) system. The goal was to begin with burgers and break their existing customer base into groups based upon the way their customers had ordered their burgers and then retarget them based on their personal burger preferences to see if diners would respond more positively when their favorite burger order had been identified via a marketing campaign.

As they analyzed their POS data, this burger chain found that customers typically fell into 3 main groups: Burger A, Burger B and Burger C, with each burger being unique in taste and ingredient characteristics appealing to the 3 audiences differently. Once this data was collected and diners placed into the appropriate campaign buckets, they were then targeted by an email with vivid imagery of their preferred burger choice and a corresponding promotion to encourage them to purchase their order again. And as you’ve already been informed, here were the results:

Personalized campaign efforts for the Burgers campaign yielded an ROI of 59.3X, an increase of +54.72X over the average 4.58X ROI. More specifically, the Burger A campaign had a ROI of 65.8X, Burger B had a ROI of 51.9X, and Burger C had a ROI of 58.6X.

case study

Case study results provided by Personica show the results of the data-driven marketing campaigns and the ROI increase as a result of their success.

Conversion Rates also yielded a major increase. The conversion rate for the Burgers campaign was 26.42%, an increase of +22.42% over the average 4% conversion rate. The Burger A campaign had a conversion rate of 31%, Burger B had a conversion rate of 26%, and Burger C had a conversion rate of 22%.

SmartMenu Provides Access to Untapped Data

It was important for our team to capture the foundational benefits of this Personica case study so we could set the scene for you to visualize what a ROI could look like with even more granular data collection opportunities. SmartMenu opens the opportunity for your food business to collect data before your diners ever reach your point of sale system. According to data collected from our current SmartMenu adopters, a customer tends to make 4-5 changes to their order before completing their purchase. Using a point of sale system, the only data that is available for collection is the final purchase. SmartMenu gives your team a bird’s eye into the mind of your diner before they settle on their final order. Whether it’s the addition or removal of ingredients, dietary preferences, page exits, or demographic/location data, SmartMenu acts as the crystal ball, allowing you to see the logic behind purchase process. This can be accomplished via a simple embed code on your existing menu pages and by getting our hands dirty with your nutritional information page: the holy grail of ingredient data.

The power of your diner conversion, right through your online menu.

Historically, we’ve found that most restaurants don’t understand the power they possess in the form of this nutritional PDF. Clunky, outdated and frustrating to keep updated, most food businesses explain that they don’t want their customers to know the calories in their dishes. But if you can begin to look at your nutritional PDF not as a list of high caloric values, but the one page on your website that contains every item on your menu, allowing it to be interacted with, tracked and collected to retarget your customers. Kind of changes your entire view on this previously frustrating FDA requirement now doesn’t it?

Data Collection Using Your Existing Menu Pages

Now that we’ve got you in the passenger’s seat on your diner’s ordering route, we take things a step further by allowing you to organize your existing data into categories using your nutritional information page. Traditionally, this page is a stagnant PDF that needs many updates throughout the year (which must be made manually through the download and upload of data held in other platforms) and is notoriously not mobile friendly. This is particularly frustrating since 50% of retail purchases are made via mobile phone, and steadily growing. 

With SmartMenu’s interactive nutritional PDF, diners can search your menu by dietary preference, nutritional thresholds and even allergens. And then SmartMenu tracks every click. Now you can know what your diners are looking for before they ever convert, and even have insight as to why they may not convert at all. Then you can take this valuable data and craft customized marketing campaigns that can create the success seen in our previous ROI example, and then some.

But we aren’t finished yet. Finally, we up the ante once last time. Using your existing online menu, we turn your homepage into a mini-CRM. This allows you to collect customer information before they ever enter their credit card details. By means of a customizable slider, you can collect leads, enroll diners into loyalty programs and even A/B test new promotions, menu items or anything else that you need to have a free-form text box for.

If ROI is your goal and you want access to data that far surpasses the conversion data that is confined to a POS system, we invite you to explore SmartMenu and begin experiencing what it feels like to have your revenue success in the palm of your hands.

Contact us for a demo.

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