SevenRooms, a DoorDash-owned customer relationship management platform, now pulls guest third-party delivery consumer data to boost restaurants’ on-premise traffic. The practice showcases off-premise-level personalization tactics applied to drawing in reservations.
The platform announced the capability for partner restaurants to search hundreds of millions of DoorDash and Deliver customers July 21, one of several new targeted-promotion and guest-intelligence tools rolled out across the platform.
SevenRooms formally introduced the Global Guest capability to search customer data from DoorDash and its U.K.-based subsidiary just over a year after being acquired by the U.S. market-share-leading 3PD platform. The feature enables restaurant staff to recognize guests at check-in, even for first-time visitors.
“Hospitality has always been about knowing your guests, but as restaurants grow, delivering that level of personalization consistently becomes more challenging,” Allison Page, founder and chief product officer at SevenRooms, said in a press release. “These tools turn fragmented guest information into something a host or server can actually use, such as recognizing a regular by sight, knowing their usual order, or catching that their last few visits all ran slow.”
SevenRooms’ new Client Insights automatically compiles guest information into profile-like insight for restaurant staff without manual research, including spending patterns, reservation history, guest notes, staff feedback and past experiences.
The personalization-dense features come at a time when reservations are up on off-peak days: 11 percent higher than average on Mondays and Tuesdays and eight percent on Wednesdays, according to survey findings reported June 23 by Toast. Just under 45 percent of survey participants noted a preference for seating options when booking, demonstrating customization is now expected across other aspects of the guest experience.
SevenRooms is one of several firms offering white-label online reservation systems for first-party digital channels, where guests appear more comfortable booking; Toast reported that 65 percent of diners surveyed went directly to restaurants’ websites for reservations. More than eight of ten guests said they would likely wait longer if offered a complimentary drink.
The slate of tools announced July 21 by SevenRooms included one that surfaced targeted incentives, like complimentary cocktails, within booking flows to fill off-peak time slots. The class of new features also consisted of artificial-intelligence-powered automatic tightening and loosening of table capacity depending on traffic.
