CRM (Customer Relationship Management) is customer relationship management. Literally, it means that enterprises use CRM to manage the relationship with customers. In different industry backgrounds, CRM may be a management term or a software system. This is one of the most widely used information systems in all industries in the world. It mainly helps enterprises to collect and manage customer information, and helps enterprises to formulate marketing strategies and means based on accurate and scientific customer data analysis. CRM is a business strategy to select and manage valuable customers and their relationships. CRM needs a customer-centered corporate culture to support effective marketing, sales and service processes.

The application penetration rate of CRM in developed countries in Europe and America has reached as high as 85%, while the average application penetration rate of various industries in China is only 40%. As the catering industry with the largest customer audience and the highest consumption frequency in China, the application penetration rate of CRM now only accounts for 20%. In fact, catering CRM is not a new term in developed countries in Europe and America, but more as a standardized or excellent management tool for catering enterprises.

Looking at and analyzing the success of world-famous catering enterprises, although the background and path of success are different, CRM is the mentioned factor without exception.

Because of the particularity and complexity of catering industry, CRM serving catering industry is different from CRM in other industries. The so-called "catering CRM" is to help catering enterprises only serve its customers, that is, consumers. For catering enterprises, catering CRM is no longer just a software system, but takes CRM software as a tool, membership cards and POS machines as carriers to build a complete customer relationship management system and operation mechanism for enterprises, and uses member marketing means to care for and maintain customer sentiment, improve customer loyalty and satisfaction, improve customer consumption experience, and make enterprises gain profits and brand get comprehensive promotion.