How Tech Powers Guest Retention
What if every interaction with a restaurant guest could be smarter, faster, and more personal? At this year’s European Foodservice Summit, leading experts tackled the ways technology is transforming the guest experience—from the first reservation to the final check-out.
Moderated by Victor Lugger (Big Mamma Group), the panel brought together Ludwig Jamet (Hey Pongo), Georgio Ntontos (SevenRooms), and Ana Munoz (Toast) to explore practical innovations across the entire guest journey. The discussion focused particularly on practical solutions, relevant KPIs, and priority measures to improve service quality—in both fast casual and fine dining segments.
Top 5 Key Learnings
- Loyalty Gap: Untapped Opportunity
While consumers frequently visit restaurants, only about 15% participate in a loyalty program for foodservice, compared to 90% for airlines and 50% for credit card programs. This gap signals a substantial opportunity for restaurateurs to deploy targeted loyalty schemes and address repeat business through digital means. (Ana Munoz, Toast) - Data Integration Connects the Dots
Guest data in restaurants often resides in isolated silos—POS, WiFi, QR, app, loyalty scheme, etc. By integrating these touchpoints, operators can identify up to 62% of guests, as demonstrated by Grupo Mimmo, enabling more precise marketing and engagement, and building a comprehensive, actionable guest database. (Ludwig Jamet, Hey Pongo) - Technology Enables Operational Excellence
Modern POS and guest management solutions act as operational backbones, not just transaction platforms. Ana Munoz emphasized that features such as handheld order-taking, real-time prompts, and efficient order routing directly reduce service friction, aid staff training, and support both front- and back-of-house efficiency—critical advantages in multi-location and busy venues. (Ana Munoz, Toast) - Personalization Drives Measurable Returns
Data-driven automation powers scenario-based communication (e.g., reminders about favorite visit times, loyalty nudges, or personalized promotions) yielding measurable returns. At Grupo Mimmo, such personalized outreach prompted 20,000 guests to return and generated €400,000 in incremental revenue—demonstrating the concrete impact of personalization in hospitality. (Ludwig Jamet, Hey Pongo) - Ownership of Guest Data
A defining distinction in today’s tech landscape is who owns the guest data. Platforms like SevenRooms follow a model where the operator, not the provider, owns all guest data. This empowers direct marketing, enables cross-property offers, and reduces reliance on third-party aggregators, ultimately protecting the restaurant’s long-term commercial interests. (Georgio Ntontos, SevenRooms)
Data and Numbers Shared
- 15% of restaurant guests are in a loyalty program; 90% airline/train; 50% credit card; 25% fast-food (Survey from panel discussion, Victor Lugger)
- Grupo Mimmo (Hey Pongo customer): 62% of guests now identified, 20,000 guests returned, €400,000 additional revenue from personalized communications in a few months
- Toast: 150,000 restaurant locations globally supported
- Group Bertrand: Loyalty/pay-at-table app became #2 food app in France; 25% of visitors joined loyalty
- Big Mamma Group: Adjusting reservation slots led to an 8% increase in topline revenue; dedicated marketing drove an additional 2% increase
