McDonalds Must Collect and Analyse Individual Customer Data
McDonalds on the Hosur Krishnagiri Road at the HPCL Petrol Bunk is fairly a busy outlet considering it is on the highway alongside other eateries in the same location. My friends and I were driving to Chennai on a Friday afternoon. We stopped by to add fuel in our car. But, I decided to eat an ice-cream the moment I saw McDonalds while one of my friends chose to eat a Dosa in the South Indian eatery.
I have visited this McDonalds outlet in the past a couple of times. On the previous visits, I ate a burger or two and something else too which I do not remember but did enjoy eating them. Now, the reason am making this point is because McDonalds do not have this data and as a happy customer I myself do not remember. Am like many customers who remember the experience but do not remember the exact dish that we ate but would love to eat the same dish after knowing what it was.
Customer Data Patterns is Gold today. Why?
Customer data i.e. mobile number, name, email address and birthday are not entirely helpful to a business. Most of the businesses today SMS or EMAIL their customers to bring them back to from their eatery or any business for that matter. But, that has become too clichéd. Lets take an example - A customer walks into 10 different eateries or retail outlets and all of them have his contact details. After a week or two, each of these businesses send the same customer an SMS or EMAIL of an offer or reminder to come back. This results in customer deleting the SMS after reading or without reading it. So, the cost of today's SMS i.e. between 24 Paisa and 30 Paisa becomes a waste in addition to the cost, time and effort put in by the sender on behalf of the business.
Scroll Down To Read About Customer Behaviour To SMS
The purchasing patterns of a customer is GOLD today to a business. Why? Let me quote an example. Lets assume, I am a customer and visited my favourite eatery Smoke House Deli (a fine dining restaurant) or McDonalds (a QSR/fast food joint) for 3-5 times in the last 6 months and also visited other eateries. The former may have my contact details but the latter doesn't. And in addition, both of these eateries do not know my previously ordered history. Reasons:
- They do not want to know about their customers' tastes and preferences
- High Attrition rate and reasons are plenty. So, waiters and managers won't know about the eatery's regular customers' choices
- There is no system to track a customer's purchasing pattern
- There is a POS in a restaurant that allows to input a customer's contact details and also track the ordering history but the management is not interested in incorporating this process either because of lack of interest and intent or the customer refuses to share his contact details
- The eateries genuinely aren't bothered to look at customer retention or even serve the customers better
The Future of Customer Data Patterns and how it could help business increase customer retention, customer loyalty and increasing revenue through their regular customers.
Picture this in the future - You walk into your favourite restaurant or bar and order for a Red Label Whisky or the Hamburger. A staff/waiter asks your contact number or a code to identify you and then says "Thanks Mr Roger, I know that you usually order that at our outlet but I also notice that you like Malt Whisky or Chicken Wings, would you like me to order that too today?"
"Thanks Mr Roger, I know you like a Malt Whisky (usual price Rs 1000/-) too so shall I upgrade your drink from Red Label (Rs 300/-) for the price of Rs 200/- extra?"
What happens by doing this?
The customer not only feels special that he is being given an offer or recommended his favourite drink but he also ends up spending more. This way the business also makes more money and the customer is also happy.
My Experience at McDonalds
I went in to order an ice-cream. But, I also ended up buying chicken nuggets. While it took nearly 6 minutes for the food to come, I quickly had a chat with the staff who took my order. I asked him "what if you knew that I also like a particular burger or I ordered on my previous visit, would it then aid you to up-sell/suggestive sell easily?" And he quickly said "yes, it would definitely help me regardless of the busyness we have but the customer data should appear on my POS." And I also asked him "how helpful it would be if he knew what his customers also eat at other burger outlets or fast food joints." And he said "it will be definitely helpful to recommend my own customer dishes in the menu based on what he ate at other similar outlets."
So if the staffs have the intent or interest or are incentivised by the eatery for cross selling or up-selling, businesses could benefit more. They can woo their customers, increase customer loyalty and improve the customer relationship. Hence Customers' Data patterns are gold and not just their contact details.
Sales Experience at Burger King in Cardiff UK
When I worked at a couple of outlets at Burger King, I was involved in plenty of activities that included cooking, cleaning, training the staff, cash management, et cetera. Whenever I was on the till taking orders from the customers, I tried up-selling so we could make more business. Sometimes, I even advised/recommended customers what to buy based on their tastes and preferences or budget.
On certain occasions when I saw a regular customer, I would either give something FREE or suggest a higher priced meal based on his taste and preference so the customer feels special and not taken for a ride. In most cases, the customer agreed. So, if we had a feature on the POS that indicated to me about my customer's profile, it could have aided me to sell more.
Yes, the turn around time could take a bad hit. But, am sure there is a solution or will be in the future to beat that.
Would be amazing to tell a customer "Sir, we know you love Chilli Cheese Bites and/or Strawberry Cheese Cake, would you like me to order that too?"
Research - Customer Behaviour to SMS in India
20.7% of the respondents strongly agreed to receiving SMS advertisements on their mobiles; 43.6% of the respondents agreed to the statement; around 20% of the respondents were undecided; 10.1% of the respondents disagreed to receiving SMS advertise- ments and 5.7% strongly disagreed to receiving SMS advertisements. Furthermore, around 50 % believed that SMS ads are misleading, 22.7% of the respondents were neutral and 27.3% of the respondents did not agree to the statement. It also reveals that around 60% of the respondents thought that SMS ads focus basically on premium products, while 22.2% were neutral and about 18% did not agree to the statement.
Am guessing that the above percentage is increasing in India and that the attitude of the people towards SMS advertising vary from person to person and reasons could be terms of privacy, irritation, prior permission, time of sending, consumer preferences et cetera.
Solution to this problem:
- Personalised messages
- Marketing Campaigns - Customised Offers based on customers' tastes, preferences and behaviour patterns
More Photos from the McDonalds Outlet
Hpcl Fuel Station Shoolgiri Highway, Bangalore to Chennai Highway, NH 7, Hosur Krishnagiri Road, Chennai, Tamil Nadu 635109