In today’s digital world, data has become the backbone of our economy, driving decisions and transforming industries. If you’re not using the massive amount of data your restaurant receives to gain insights into your customer’s behavior, market trends, and operational performance, you’re missing out on a wealth of information. This information isn’t just nice to have; it can significantly impact your bottom line and your guests’ all-important experience.
So viral is this resource that’s been called the “new oil.” While unusable in its raw state, it becomes rich with value once refined and processed. As a restaurant operator, are you using your data to its full extent?
Nation’s Restaurant News recently came out with its Market Leader Report for January 2025. If you’ve been following our train of thought, you know it’s about cold, hard data, Texas crude.
They explored the latest data strategies and how 430 restaurant operators are using them in 2025 to drive profits. Let’s see what they had to say.
Where is the Data Coming From?
Over 80% of respondents said the quality of the data they were collecting was decent or good. Of course, those who optimized their data were much more satisfied with its quality.
Interestingly, the number one source for collecting data comes from online reviews and ratings, with 58% of operators collecting and analyzing these reviews. They also use social media listening and customer surveys to analyze consumer sentiment and guest satisfaction—over 30% plan to invest in a social media management tool.
Additional top resources include email campaigns and engagement, online and in-house order history, loyalty programs, and text campaign engagement.
Operators also monitor their competitors, with 59% collecting their social media mentions and comments. Over 40% keep an eye on their menu prices and conduct market research on menu trends. Over 30% research consumer preferences and industry sales. Nearly 30% collect data on search engine trends for their brand or location.
What Data Is the Most Useful?
When asked what data sets have the most significant impact on their bottom line, labor, and menu optimization took the lead. The other top-tier metrics with the greatest potential to impact their business included staff development, customer analytics, supply chain optimization, and enhanced forecasting.
What Tech Investments Do They Anticipate in 2025?
Operators are leaning toward these investments to help enhance their data-driven decisions:
- Social Media / Online Reputation Management
- Digital Marketing Platforms
- Customer Feedback / Voice of Customer Platforms
- Digital Loyalty Programs
- Point-of-Sale Systems
- Labor Management
- Data Analytics
- Inventory Management
- Digital Ordering and Delivery
What Are the Challenges?
As you would expect, the two greatest challenges to applying data are their staff’s abilities in this segment and monetary constraints when investing in technology. The third biggest challenge is data silos and the lack of integration among their tech partners. Almost 50% said the best approach for setting up a tech stack is end-to-end solutions, reducing integration issues by working with fewer technology vendors.
What Are the Digital Touchpoints?
Operators are looking to expand their sales coming from digital touchpoints. On average, about 28% of sales come from these touchpoints. By the end of 2025, the average goal is 39%.
These digital ordering platforms include third-party online ordering (45%), mobile apps (36%), and first-party online ordering (32%).
What About Loyalty Programs?
Almost half of all respondents offer a loyalty program, and another 25% would like to adopt one. An average of 28% of sales can be attributed to these programs. The goal in 2025 is to raise that percentage to 41%.
What Are the Most Popular Marketing Metrics?
The top three metrics respondents use for marketing and segmentation purposes include customer satisfaction (36%), customer frequency (33%), and customer spending (28%).
Data In Action
One of the most interesting findings in the Nation’s Restaurant News survey was how operators used the data they received and the strategies they adopted based on their analysis. The top five adaptations include:
- 46% removed or added items to their menu
- 45% changed menu prices
- 29% reallocated labor
- 28% improved staff training
- 23% managed inventory more efficiently
Collecting Data on Menus and the Market
One element that stood out in this survey was the respondents’ approach to competitors and keeping an eye on menu trends and pricing. While seemingly quite an undertaking, there is a way to collect this data in real-time effortlessly. It’s called F&B Insights.
This platform helps you identify pricing opportunities and ensures you’re in the sweet spot by providing the world’s largest menu database. You receive information on your competitors and market pricing by accessing local and national menus. You also receive real-time competitor pricing alerts, letting you know anytime they make a change.
This platform offers just one of the many opportunities your brand has to use information that results in reliable and accurate data-driven results.
