Data Sashimi

Despite the abundance of data sashimi in restaurants, few establishments harness the power of raw data effectively.  Failure in this regard can be attributed to a number of causes; ineffective collection mechanisms and inappropriate analytic methodologies provide but two examples. Because the process of data analysis involves several steps, it is far too broad to investigate in a single post.  So let's start at the beginning -- data collection at the individual restaurant level.

From the moment a guest enters a restaurant, the data collection process begins.  Formalized collection may occur by requiring walk-in guests to provide their full names and informal collection may take place through observations of a guest's behavior.  Further data becomes available once guests are seated and have ordered their meals, which are typically entered into POS systems such as Micros. Throughout the dining experience, severs and managers may speak with guests and inquire about the quality of their experience, providing additional data pertaining to a number of critical metrics (e.g. food quality, service quality, atmosphere...).  At the conclusion of the meal, guests may have the opportunity to complete a comment card, enabling the restaurant to capture key insights into meal quality as well as contact information that can assist with targeted marketing efforts.  

Clearly, there is plenty of data to be captured from a single dining experience.  And fortunately for restaurateurs, much of it is automatically collected through systems such as Micros.  Yet opportunities exist to further refine collection processes, particularly in terms of observational data and contact information.  Throughout the course of a given service, both servers and managers will likely observe a number of issues related to both food and service quality. Instead of simply taking note of these issues, staff should formally record, code, and track them through a database.  Furthermore, individual guest preferences (an issue in of itself) that are observed by staff should be recorded and included in guest notes.  While tempting to ask for upfront, contact information should be obtained at the end of the meal; walk-in guests are likely to be irritated that they need to provide personal information before even being sat for dinner.  True, response rates might be lower at the end of the meal but at least you don't risk souring the diner's experience before it has even begun.

The very nature of service industries make data collection tricky. Since customers act as co-producers in restaurants, the potential to negatively impact their experience by forcibly extracting data from them is omnipresent.  Thus, restaurateurs must carefully balance their desire to obtain useful data with their need to provide an excellent experience for their guests. By effectively utilizing all resources at their disposal (e.g. systems and personnel), restaurateurs can ensure that their data sashimi is as fresh as can be.