Data Firms Partner on Reservations and Table Management
Beanstalk Data, which designs customer relational management tools using Software as a Service (SaaS) for business-to-consumer companies, is partnering with NexTable, an SaaS reservation and table management platform for full-service brands.
Beanstalk Data's SaaS platform, CRM Marketing Master, allows brands to merge all of their existing CRM software and customer data into one user-friendly database, allowing brands to segment, launch targeted campaigns, and analyze results in real time. Beanstalk Data is already known in the quick-service and fast-casual segment, used by brands such as Taco Bell, Frisch's Big Boy, and Pollo Tropical.
The company is looking to move into the full-service sector by partnering with NexTable, which complements the CRM Marketing Master platform with an SaaS reservation and table management system that can be operated from an iPad.
The union will benefit full-service restaurants by creating a better customer experience in terms of bookings and wait times, as well as better marketing data for restaurants. The platform, which will allow booking on an iPad, systemically captures customer info—phone numbers and email addresses, as well as behavioral information such as frequency of visits, number in party, turnover times, and birthday reservations.
Scott Nowokunski, CEO of Beanstalk Data, says the list is endless for what full-service restaurants could use the platform for, such as directing a campaign at adult customers who routinely make reservations for more than five people, or targeting people who tend to eat faster.
“The benefit to full-service restaurant brands is obvious—they will be able to trigger the most accurate, personal, targeted campaigns possible today, because they will be based on the finest data capture and segmentation platform available,” Nowokunsk says.
Founded in 2011, and designed in part by restaurateur Phong Luong, NexTable is an OpenTable competitor that eliminates the need for a PC; all booking is done via the iPad.
"Participating restaurants will improve their bottom lines by significantly increasing both repeat customers and customer engagement, producing a measurable increase in the total value of a customer over a lifetime,” says NexTable CEO Phong Luong.
By Joann Whitcher