Customers are demanding tailored experiences across sectors, and the restaurant industry is no exception. A recent study found personalization is the second leading driver of restaurant reorders, which means catering to individual needs is the future of dining.
While customization was once seen as a costly burden, proactive restaurant leaders can now spark profitability and growth by strategically adapting to this trend. Let’s explore three ways restaurant leaders are embracing personalized food experiences today.
Embracing Limited Menus with More Customization
Vegetarian, keto, dairy-free—odds are, you’re getting more guests with strict dietary preferences as consumers increasingly pursue health and sustainability goals. Limited menus provide the flexibility you need to cater to these diverse customization requests.
Why is menu shrinkage a win for guest satisfaction and operational success? Diners gain the power of choice; BOH employees get to focus on easy substitutions (and smaller inventory) instead of a wide array of meals. At Nong’s Khao Man Gai in Portland, simplicity allows the business to offer unique swaps for its signature Thai chicken and rice dish, such as tofu and broccoli for vegan diners and gluten-free alternatives.
Fast-casual joints like Chipotle and Cava also provide successful examples of limited yet highly customizable menus. However, even fine dining restaurants can leverage the trend. Trestle in San Francisco accommodates guest food preferences—meat or fish, chocolate or fruit, etc.—on a small prix fixe menu that combats labor shortages and space limitations while keeping profit margins high.
Leveraging Data to Personalize Offers
The power of data cannot be understated. Modern restaurants are embracing technology—POS systems, mobile apps, guest management systems—to track customer preferences and interactions, enabling memorable experiences.
Panera Bread’s loyalty program, for instance, tracks purchases over time to deliver personalized freebies, discounts, and birthday surprises. Their highly profitable strategy lets members earn more rewards with more visits—regardless of what they buy—creating customer-led experiences.
Noodles & Company uses machine learning algorithms to provide personalized recommendations on its app.
Data can create more cohesive experiences, too. For example, bartaco uses customer intelligence systems to create searchable guest profiles across locations. When diners make reservations or join a waitlist, FOH teams can pull up data about past items ordered, visit frequency, and other preferences to make guests feel valued and maximize sales opportunities.
Building Teams That Surprise and Delight
With the right technology in place, restaurants no longer need to rely on their staff’s memory to make regulars feel appreciated. However, human interactions are still the heart of an excellent dining experience—and great hospitality teams know how to personalize customer service in real time.
Training staff members to actively listen and adapt to what they see and hear is key to maximizing guest satisfaction. FOH employees can cement loyalty by serving a free dessert to guests who mention a special occasion, like an anniversary or graduation, or simply offering blankets to patio diners who appear chilly.
At Maple & Ash, staff members know to print custom menus for birthdays, bachelorette parties, promotions, and many more occasions. These keepsakes have turned the steakhouse chain into a premier destination for celebrations.
Get creative about what your employees can offer, and your restaurant can also stand out.
Elevating Personalization with a Skilled Management Team
Personalized food experiences are invaluable for loyalty and growth—and optimizing them starts with a strategic management team. Experienced leaders can identify new opportunities for customization, leveraging data and technology to build innovative menus and elevate your staff’s capabilities.
When you partner with Gecko Hospitality, our recruiters—who have restaurant management backgrounds themselves—can connect you with top talent across the U.S., Canada, and U.K. Whether you’re running a casual fast food chain or a high-end establishment, we have qualified restaurant leaders ready to transform your operations and personalize your customer experience.
