Some have baptized Big Data like atomic energy or oil XXI century, I honestly do not know if it's for both, but what is certain is that the volume of data flowing in digital environments grows exponentially every second.
But, What is Big Data? Sorry to disappoint you if you're thinking it has something to do with the Big Mac or the new proposal of a chain of American restaurants, nothing to do.
Big Data is the data revolution, which allows adding and analyze for trends, patterns or behaviors that help streamline and simplify a process.
I am not referring to the extracted information from a survey or form between customers of a restaurant, are data obtained by the use of different technological devices and allow us to make decisions reducing the degree of uncertainty.
One of the great contributions of digital transformation process has been access to vast amounts of data and information. Now we enter a new dimension, a new innovation, a new challenge, real-time analysis and interpretation of these data.
Today technology plays a key role in the restaurant industry, the various programs and applications are collecting information on all processes that happen in a restaurant, the customer what you eat, what you pay for, the waiting time, The preferences, the menu, inventories, the margins, the cost of staff, returns, payment types, etc. The analysis of these data can be used to improve the customer experience and increase profits restaurant.
The restaurant industry is already starting to think how can I leverage this data, from the simplest decisions, as may be the interaction with customers, the most complex, the adoption or change of a new business model.
The three main areas that are already innovating in the sector within the Big Data are as follows:
1.- Big Data's business strategy restaurants
Analysis of large amounts of data through different conversations that customers share in social networks It is helping the industry find areas for improvement to attract and retain the new customer.
In many cases these data are being analyzed while customers are in the restaurant itself obtaining a real-time experience of this.
The data allow us to determine which items are more attractive to customers and generate more efficient commercial marketing or campaigns that are, offering a product or right offer at the right time.
There are hundreds of factors that determine when a person goes to a restaurant, Big Data will help us study these variables in real time. We can learn a lot about our customers, their names, your preferences, the frequency of visits, the money they spend, consuming wine, etc., Thanks to these data we can get memorable experiences for our customers.
An example is the case of American chain Dickey’s Barbecue Pit, which it operates more than 500 restaurants, where its CEO Roland Dickey has created a plan called "Barbecues and Big Data, let’s make this work!” (“Barbeques and Big Data, We will do this job!”), where analyze each 20 minutes a huge set of data from different sources as outlets, customer response programs, social networks, stocks, opinions online, etc. This analysis allows them to take immediate decisions in real time and conduct a meeting every morning to react to specific deviations from the plans of the company.
For example, if sales have not met estimates for lunch at a particular restaurant and has in stock a lot of ribs, launch an invitation or offer this product to customers in proximity to the restaurant in order to reduce inventory and improve sales.
2.- Creating charts and menus for restaurants thanks to Big Data
Big Data is possible to create new ideas cards and menus restaurants based on a number of parameters set. Identifying the most popular tastes and needs that exist in specific locations in order to incorporate dishes on the menu or products that are customer taste, not only in terms of product mix but also at the right price.
Suppose we wanted to open a restaurant in a specific area of Madrid and knew the most consumed dishes, the preferred sauce, the more successful wine or the prices they are willing to pay, These decisions will no longer be part of the intuition of hotelier.
An example of this is the list created by NewBrandAnalytics based on the analysis of conversations that customers move to Twitter, OpenTable, Yelp, Facebook, TripAdvisor, Zagat o Urban giving their opinion about your dining experience at the restaurant.
3.- Improved efficiency in restaurants with Big Data
Big Data is also being used to achieve greater efficiency in the sector. McDonald's is analyzing large volumes of data in order to optimize the time in the service process, those anticipating higher demand products, tracking the store traffic and measuring customer interaction.
Another interesting example is the case of Brian Bordainick, CEO and founder of DinnerLab based in New Orleans but doing cenas pop-up in 25 US cities. He created this club around the idea that data could be used to improve the restaurant industry.
During and after each experience, They are asked diners to give their opinion on all aspects, from the food to the atmosphere, with the aim of making each event a unique experience.
These examples are the first steps the industry is taking place in the infinite field of Big Data, with the main objective to improve the customer experience. The next generation of restaurateurs It will base its decisions on the data analyzed, decreasing improvisation.
Big Data is a revolution that is based on analyzing what happened yesterday, to improve what will happen tomorrow, it will change the operation of restaurants along with technology, the two major levers of innovation in the sector's future.