The Hospitality industry has one of the most complex IT infrastructures, needing to combine data from systems covering a broad range of services including: Recipe Management; Menu and Stock Control; Reservations; 3rd Parties and Experience Partners; POS and Operations; Mystery Dining; Rotas and HR; Marketing and Customer Profiling; and Finance, Budgeting and Reporting. The number and diversity of systems – both in-house and in the Cloud – can make it difficult to provide management with the cross-functional perspective it requires for driving sales and profitability, and ensuring that new initiatives achieve their goals.
Analytics has a major role to play, providing insight into many areas. For example, from projects completed by Casacolori Consulting, stakeholders questions addressed include:
- Customers: How successful are we in encouraging customers along the customer journey? What ‘segments’ of customers are the most profitable? Where are guest satisfaction and repeat visits falling short?
- Reservations: What are the platforms and channels that generate the most first time customers? What type of discounts and offers work best?
- Recruitment: Are we training, retaining and rewarding the best people?
- Operations: How well are staff numbers aligned with demand? What is the true profitability of the different channels to market?
- Restaurants: What are the similarities and differences between sites (e.g. menu and drinks mix and covers; staff productivity), and where are the opportunities for fine-tuning the offer?