Learn what restaurant CRM is, discover its benefits, and see practical examples for applying the tool in your operation.
When it comes to sustainable growth, restaurant CRM ceases to be a tool used only by large chains and becomes a daily ally for any operation, whether in delivery or on-site service.
This way, instead of relying solely on promotions and delivery apps, the establishment can organize customer data, personalize offers, and maintain active relationships, thus increasing order recurrence.
In this guide, you will find how a CRM works when applied to the restaurant sector, the benefits it brings to attract and retain customers, and examples of strategies that fit your daily operations. Follow along.
What is a CRM for restaurant?
To begin with, it’s important to understand that CRM stands for Customer Relationship Management or Customer Relationship Management.
That said, in the case of restaurants, it is a system that centralizes information about customers, from contact information and order history to gastronomic preferences and feedback, enabling the business to offer more personalized and efficient service.
In other words, unlike a simple contact spreadsheet, a restaurant CRM is a tool that helps record interactions, automate communications, and measure results.
Thus, it allows the manager to understand the customer lifecycle. For example,
- when they place the first order,
- which channel they use – delivery iFood, WhatsApp, or on-site,
- how frequently they return,
- and how much they spend on average per purchase.
It’s from this information that the establishment can build a solid relationship base and make decisions that directly impact sales growth.
Key features of CRM software in the sector
As mentioned above, good CRM software for restaurants goes far beyond registering complete customer data.
After all, it should integrate various functions that simplify marketing management, service, and sales. Thus, among the main features are:
- Order history and preferences, with favorite flavors, most common ordering times, allergies, special dates like birthdays, and the most relevant feedbacks.
- Audience segmentation, to create customized lists like loyal, inactive, or new customers for the development of specific actions.
- Message automation, sending emails, SMS, or WhatsApp messages with promotions, reminders, and thank-yous.
- Integration with delivery platforms like iFood, to centralize information on orders, reviews, and customer recurrence from the app.
- Reports and indicators, to analyze metrics like purchase frequency, average ticket size, time between orders, and return rate.
- Campaign and promotion management, allowing the tracking of marketing actions’ results and seasonal campaigns like Mother’s Day and Christmas.
In summary, these functionalities make the CRM an indispensable tool for managers seeking to make data-driven decisions and build genuine relationships with their customers.
How restaurant CRM helps attract customers
Undoubtedly, attracting new customers to restaurants doesn’t rely solely on ads or promotions but also on strategic and personalized communication.
And it’s in this context that CRM comes in, offering valuable insights, helping to understand the ideal consumer profile, and directing campaigns more assertively.
For example, by analyzing consumption data, the restaurant might notice that certain dishes are ordered more on specific days of the week and which channels generate more sales or reservations.
From this, it’s possible to adjust menus, timings, and offers to attract new customers and increase retention.
Additionally, when continuously updated with audience data, CRM helps optimize campaigns in digital channels like Google Ads, Meta Ads, or automated emails.
Finally, another great advantage of restaurant CRM is referral marketing.
After all, satisfied customers tend to refer the restaurant, and the tool helps identify these promoters to encourage referral actions with rewards, thus expanding brand reach organically.
How CRM aids in retention
Retention is the true differentiator for standout restaurants. Retaining customers costs less than acquiring new ones, and this is precisely where restaurant CRM shines.
With a good customer management system, it’s possible to
- Offer personalized experiences, since knowing each customer’s favorite dish helps surprise them with specific recommendations or discounts, for example.
- Maintain constant contact, through automating thank-you messages, special date reminders, and menu updates.
- Create smart loyalty programs, and offer rewards based on achieved goals.
- Reduce inactivity, by identifying customers who haven’t ordered in weeks and sending return incentives.
- Analyze feedback and improve processes by understanding what needs improvement in service.
With this information, the restaurant builds a solid relationship base where each customer feels unique and valued.
Without a doubt, this feeling is what turns an occasional consumer into a brand promoter.
Examples of CRM strategies for restaurants
The practical application of CRM can happen in various ways depending on the type of restaurant and the service channels.
Thus, we have selected some real examples below of how it can be used to assist your establishment’s operation. Check them out.
1. Personalized birthday campaigns
To begin, the system can be configured to automatically identify the month’s birthday celebrators and send a special coupon or free dessert as the date approaches.
Aside from increasing customer flow, this type of action reinforces the emotional bond as the customer feels remembered on a special occasion.
2. Offers for inactive customers
Additionally, the CRM can be used to send automatic messages to those who haven’t ordered for a certain period, for example, 30 days, with an incentive to return like an order with a 20% discount valid until tomorrow.
3. Integration with iFood and WhatsApp
With a CRM integrated with iFood, the restaurant can centralize order and review data, while WhatsApp automates post-sale messages or incentives for new purchases.
Thus, the customer feels supported throughout their journey.
4. Preference-based campaigns
Noticing that a group of customers often orders vegetarian dishes, the restaurant can create a specific campaign for this audience, with a personalized menu and targeted promotions.
5. Loyalty and ROI reports
Finally, by cross-referencing CRM data with revenue, it’s possible to calculate how much revenue each customer generates over time, a valuable indicator for marketing and operational decisions.
In other words, all these strategies show how CRM goes beyond contact management.
Thus, it becomes a business intelligence tool capable of guiding actions that truly increase revenue and engagement.
In this way, we can see that CRM for restaurants is much more than just software.
It’s a strategy that puts the customer at the center of decisions and transforms sales into long-lasting relationships.
FAQ: Frequently asked questions about restaurant CRM
Before finishing, we’ve gathered some of the most common questions on the topic to help managers and entrepreneurs who are starting to explore the use of this tool in their daily operations. Follow along.
iFood is a sales and delivery platform, while CRM is a relationship system that organizes customer data, including those from iFood, to generate insights and promote loyalty.
Yes. Even small restaurants or local businesses benefit from CRM, especially for building relationships and increasing order recurrence.
There are various options like HubSpot, Pipedrive, RD Station CRM, and specific solutions for food service such as Repediu. The ideal choice is based on integrations and ease of use.
Yes. Some systems have direct integration with iFood, allowing the import of order and review data to improve relationships with app customers.
It provides data for more assertive campaigns, allows customer segmentation, and automates the sending of personalized messages, reducing manual effort.
Not necessarily. Today, there are intuitive and easy-to-use solutions, many with free or low-cost plans, as well as tutorials and automated integrations.
Yes. By understanding customer behavior and creating personalized strategies, CRM helps increase the average ticket, reduce customer loss, and improve campaign returns.
Not at all. It complements service, making it more strategic and personalized, but human contact remains essential in the gastronomic experience.
