How Big Data Will Transform the Restaurant Industry_Data Analyst Exam

Two years ago, ordering with IPDA was a novelty for the restaurant industry. But two years later, that novelty is just as big. Recently McDonald's surprisingly introduced the program of creating their own burgers in the Chinese market, providing consumers with 24 kinds of ingredients, allowing them to mix and match their own food on a large PAD of half a square meter, and then swipe their cards to pay. Eating Ronald McDonald's burgers into China for 25 years, has never been done like this.

McDonald's is also just a case in point. In the mobile Internet, Internet + and other hot concepts, we have never felt that dining such a familiar consumer scene is actually very "cool" very "cool". Because to eat in the restaurant before only UnionPay card, now WeChat, Alipay and other more convenient payment has been gradually killed. In the past to go out to eat, we can only honestly go to the restaurant, and even busy times still have to queue, but now we can use the phone easily call a takeaway, or use the phone in advance to book a table, and by the way, the dishes ordered, the bill settled, to the restaurant after the dishes have been full of on the table.

The transformation of digitalization in the restaurant industry has generally arrived. But behind these digitized experiences lies a big space - the use of big data.

Data, has permeated every industry now. The mining and utilization of massive amounts of data by enterprises heralds the opening of a new port of growth. What exactly is big data? In the apparel industry, for example, a multi-billion dollar enterprise, its consumers are at least a million. If these consumer data can be captured one by one through the system, and well analyzed, it will allow apparel companies to understand the consumption needs of consumers in different regions, so that enterprises can conduct more targeted R & D in production, and more accurately put personalized products on the market to serve consumers.

Relative to the apparel industry, even if the same brand of food and beverage different stores of the same dish may have taste differences, so food and beverage is not a standard consumer goods. Some people may wonder how meaningful big data mining can be in an industry with a high degree of discretionary spending.

We might want to start by extrapolating the usefulness of big data in the restaurant industry from the trajectory of other industries. To collect big data, the first step is to generate customer account information. This account information can record the guest's evaluation of the restaurant's output and service; it can record the consumer's special consumer preferences, spending power and even the consumer's waiting time, dining time and other data. These data can provide a basis for the restaurant to make reasonable recipe recommendations to the guests.

Specifically, some of the following consumer scenarios may be touched upon. For example, if a restaurant introduces a new beef dish, the system will automatically push the information to the cell phones of consumers who have a preference for beef. For example, if a restaurant finds that one of its dishes is particularly popular and wants to develop it into an industrialized product for the home, the system can accurately find consumers who like the dish for feedback and consumption testing, and even this group of consumers is likely to be the first batch of seed users of this new product in the future.

In short, the significance of the application of big data in the catering industry lies in saving costs for catering enterprises, enhancing management, improving customer sources and performance, and improving the service experience of consumers.

But there is a point of concern. The so-called big data, now for the catering industry is only a small lotus is only the tip of the spear. Now many catering companies have collected data from the membership management system, but the collection of information is only the first step, there is still a lot of data analysis work. And this piece, most catering companies do not know how to do. In addition, to make these data really play a role in the efficacy of the need for a refined stage of operation, which may require a relatively long cycle to see the results. This, even McDonald's such a mature restaurant chain also admitted to the author, its current use of big data is still only in its infancy.

But let's think about it. One day on your way home from work, you are hungry, and are about to call for a spicy bacon PIZZA takeout home to eat, but the restaurant operator may tell you: "Ma'am, we suggest you order a different PIZZA to try? Because the background monitoring that you have a throat inflammation two days ago went to the hospital." And if you are hesitant about what PIZZA to order, the operator may remind you, "Ma'am, you've ordered cheese PIZZA several times before, do you want to continue to order cheese PIZZA or try the new flavors we've recently introduced?" After you place your order and report your home address, the operator may remind you again, "Ma'am, according to the location information shown on your phone, you are about 300 meters away from our nearest store, if you choose to pick up your order from the store, you will have your PIZZA half an hour earlier than our delivery."

This consumer scenario may seem a bit "scary", but it's not impossible in the future.

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