How Restaurants

'
Introduction
Restaurants are under continual pressure not only to make
sales, but to increase them. With thin proft margins always
a worry, it's crucial to fnd a smart solution to manage the
most mission-critical aspects that lead to making the sale:
customers and costs.
This is where customer relationship management, or CRM,
comes in. This white paper explores the nature of CRM,
its business and technical benefts, and Revel Systems'
unique method of using an integrated CRM/point-of-sale
system to help businesses continue to build.
CRM
Understanding
1. WHAT
IS CRM?
lmplementing technology to organize, automate and
synchronize sales and marketing as well as customer
service and technical support, CRM helps structure
the way a business deals with both current and future
clientele. lt involves all types of customer interactions, with
the purpose of increasing proft, attracting new customers
and offering a better customer experience
in order to retain patrons. This is particularly
crucial as nearly 60 percent of customers
in retail and restaurants don't come back.
However, if a customer does return for a
second time, there is a 70 to 80 percent
chance that they will continue to come
back.
1
Businesses use CRM systems in order to manage
contacts, maintain sales leads and harvest the data
necessary to best serve their customers. This is done
electronically and is often cloud-based to allow offsite
employees to continue managing the business.
Businesses are increasingly turning to CRM to help
personalize and improve their offerings, thereby bettering
the bottom line. As of 2011, an estimated 51 percent
of North American companies had adopted CRM, as
opposed to 34 percent a year earlier.
2
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1
victor Ho. Do You value Customer Relationships Like You Should? http://www.
inc.com/victor-ho/do-you-value-customer-relationships.html
2
Ann All (October 24, 2012j. CRM lnvestment on Upswing." http://www.enterpri-
seappstoday.com/crm/crm-investment-on-upswing.html
51% of
North
American
companies
have
adopted
CRM
2.
How Can CRM
Help my Business?
ln essence, CRM systems allow restaurants to solicit
information about customers, build a database with those
details, and use them in order to offer a more individualized
experience to loyal clientele while simultaneously working
to grow a customer base.
Personalized
Customer
Experiences
and Grow
Your
Customer
Base
3.
Rea| Benefts of ORM
for your bus|ness
Just as CRM systems offer customer-related benefts to
businesses, they also offer technical advantages. The
powerful opportunities provided by CRMs include:
1. Development of stronger communication channels
2. ldentifcation of new sales possibilities
3. Professional appearance - pixels, not Post-lts
4. Better time management
5. Convenience of information sharing amongst employees
6. More easily tracked team performance
The technical capabilities of CRM systems ensure that data
is productive, easily shared and secure, either in a central
database or the CRM provider's server, with security that is
easily backed up.
Know
Your
Customers
On the whole, CRM can beneft businesses by:
1. Heightening fnancial stability
2. Facilitating cross-sales of new products, thereby cutting
promotional costs
3. Providing a more easily managed customer base
4. Offering a customizable, easily personalized client
experience
5. Producing a higher growth rate over time
As an industry driven by the customer experience and
word-of-mouth promotion, the restaurant business
particularly stands to beneft from the prowess of
CRM. Today's competitive marketplace demands that
restaurants not only distinguish themselves from others,
but remain nimble enough to meet rapidly changing
eating habits and dietary preferences. CRM systems
equip restaurants to maintain a database of customer
needs, preferences and habits in order to better tailor the
experience. ln turn, heightened customer satisfaction leads
to increased profts. What's more, mobile campaigns can give
businesses a substantial boost
1
. lt's estimated that nearly half
of all customers would like to see mobile loyalty programs at
their favorite stores - and prefer establishments that offer such
programs. Mobile campaigns can prove extremely effective -
approximately 42 percent of U.S. customers prefer text offers
and nearly all will read a text message within 15 minutes.
Forrester Research predicts that by 2016, there will be a billion
smartphone users - 257 million in the U.S. alone, as well as
126 million tablet users.
2
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4.
Add|tona| Benefts
1
Matt Kates (October 2, 2013j. Three ways for marketers to grow, maintain, and drive
business with mobile CRM." http://www.eprize.com/insights/news/articles/three-ways-
for-marketers-to-grow,-maintain-and-drive-business-with-mobile-crm.html
2
Sam Gustin (February 14, 2012j. One Billion Smartphones by 2016: Here Coms the
Mobile Arms Race." http://business.time.com/2012/02/14/one-billion-smartphones-by-
2016-here-comes-the-mobile-arms-race/
Higher
Customer
Satisfaction
5.
Spec|fca||y,
Restaurants Can
Beneft from ORM by:
1. Developing and maintaining a loyal customer base
2. Offering specials for customers on meaningful days
such as birthdays or anniversaries
3. Keeping a list of customers with contact information,
favorite meals and drinks, and favorite tables
4. Offering senior discounts and other benefts to regular
customers
5. Using email to conduct promotions
6. Collecting and analyzing customer feedback

Restaurants
6.
POS Gives CRM
a Boost:
The fexibility, security and customization offered by CRM
systems make them a powerful prospect for businesses,
particularly restaurants. But how could CRM systems be
even more useful?
Enter Point of Sale systems, or POS. POS systems take
businesses to the next level with heightened operations
control, improved effciency, a more easily modifed
business model and a better bottom line. While the
traditional cash register never provided detailed and
informative reports, POS systems do this and much more.
As retailers, the restaurant industry typically uses simpler
POS systems because they have less variation of product
and also tend to complete transactions at a single time. As
with the rest of the hospitality business, restaurants vary in
their POS needs depending on their classifcation. Casual
restaurants have effciency at the forefront and therefore
use POS systems in large part to communicate orders
to the kitchen. Meanwhile, table-service and fne-dining
establishments also need to be able to identify which
servers are covering which tables along with creating and
storing open checks.
Flexibility
Security &
Customization
7.
How can POS
Systems Beneft
my Business?
1. lncreased productivity, with paperwork, sales
calculations and inventory drastically reduced
2. Streamlined and more accurate ordering process
3. Cost savings from minimized waste, theft and misuse of
inventory
4. Assurance that items are being sold for the correct price
5. Generation of detailed sales reports that help managers
determine top-selling items
6. Simplifed tracking of inventory, historical data and sales
trends
7. Collection of customer data for targeted promotion
8. Deployment of frequent diner and special rewards
programs
Coupled with the powerful capabilities of CRM systems,
POS systems empower restaurant owners and employees
to monitor all aspects of the business while simultaneously
giving a boost to productivity and accurate sales
techniques.
Empowers
Owners &
Employees
8.
Reve| Systems: A
POS Revolution
With both tableside and delivery aspects, running pizza
restaurants and other take-out establishments is a
multi-layered task. Revel Systems seeks to streamline
this process through its development of the frst-ever
iPad POS, featuring a fully integrated Delivery Driver
Management Console that allows for easy and effcient
tracking and management of all deliveries.
This delivery management system ensures that all orders
arrive on time and at the correct location - a vital goal for
any restaurant that offers delivery service. lt also tracks
driver location and monitors employee productivity, a must
for any business of this type, and allows businesses to
build a customer loyalty base by storing detailed order
histories for all clientele.
9.
Delivery Management
Console
The Revel POS Delivery Console facilitates:
1. Assignment of orders to drivers
2. Clocking of drivers in and out
3. Tracking of delivery preparation and arrival times
4. Updating of tip information
5. viewing of detailed reports in real-time
6. Running of detailed analytics on all drivers
Cloud-based and completely secure, Revel's iPad POS not
only meets but exceeds standards set for PCl compliance.
lts Always On mode ensures the safety of data even in
the event of an lnternet outage, and third-party integration
offers complete customization.
Bottom line: The future is for business is the combination
of the CRM and the POS. For your business to stay
competitive and provide better user experiences, consider
the benefts of a CRM and a POS that can work together.
Revel Systems provides a powerful iPad Point-of-Sale
that combines with a robust CRM for your business, with
a support staff to empower you to use it for the greatest
beneft for your business.
CRM +
Delivery

About Reve| Systems
Revel Systems iPad POS was founded in 2010 in San Francisco,
CA with the goal of changing the point-of-sale market. Founders
Lisa Falzone and Chris Ciabarra developed a quick, intuitive and
secure iOS-based point-of-sale system by combining cloud-
based technology and the mobility of the iPad. Revel Systems
software offers a feature-rich POS solution for restaurant, retail
and grocery establishments with integrated payroll, inventory
tracking, customer relationship management and more. With the
introduction of the Revel Marketplace, Revel iPad POS users can
now integrate directly into third-party enhancements, including
mobile payments, online ordering, gift or reward cards and
advanced fnancial software suites.
CONNECT WlTH US:
Web: revelsystems.com
Blog: revelsystems.com/blog
Twitter: @RevelSystems
Call: 855.738.3555