Introduction
The Guest Segmentation Dashboard enables Restuarant Partners to easily and quickly visualize how lifetime spend and monthly order frequency have changed over time.
Using the robust filtering options, Restuarant Partners can further refine the dashboard to view these metrics for a specific time period or by location, order type, ordering platform, or product.
Finally, each chart or table can also be exported for further analysis outside of the Admin Dashboard.
Limitations
Feature Availability
This feature is available on the New Admin Dashboard only
Data Definition
Orders
Unlike sales-related reports and dashboards that are available on the New Admin Dashboard, the data here includes all orders, including those where a QR code was scanned to accrue or redeem loyalty in-store
Dates
For any date-related fields, the order fulfillment date is used rather than the date on which the order was placed
Lifetime Spend
Lifetime spend is calculated per guest as the sum of all sales, taxes, tips, and service charges minus discounts and loyalty credits
Monthly Order Frequency
For calculating monthly order frequency (i.e., number of orders per month), all patrons whose first order was placed less than a month ago are excluded to avoid skewing the metrics
Data Update Frequency
All metrics are updated every hour
Understanding Data
The segments in the Lifetime Spend and Lifetime Order Frequency tables are pre-defined and cannot be customized by the user
Restaurant Experience
Accessing the Dashboard
Navigating to the Guest Segmentation Dashboard
In the top navigation bar, click on the “Analyze” button
In the side menu bar, click on the “Dashboard” button
Scroll through the page and click on the “Guest Segmentation Dashboard” button
Defining the Dashboard Parameters
Date Range
The dropdown menu can be used to select one of the following pre-defined date ranges: this week, this month, this year, last 7 days, last 30 days, last 3 months, and last year
Alternatively, the date picker to the right of the dropdown menu can be used to set a custom date range
By default, all historical data is shown
Time Zone
In the time zone section, choose which time zone should be used to determine the order fulfillment date and time
By default, EST is selected
Locations
In the Locations (single-brand) or Areas (marketplace) field, use the dropdown menu to select which location(s) or area(s) should be included; multiple options can be selected
Alternatively, you can also type in a location or area name directly in the field. As you type, the drop-down list will show locations or areas whose names most closely match the input. Once you see the location or area you want to pick, click on the name.
Multiple options can be added
By default, all locations or areas are selected
Order Type
Use the dropdown menu to select which of the following order types(s) should be included; multiple options can be selected
Pickup
Delivery
Dine In
Pocket Kiosk
By default, all order types are selected
Platform
Use the dropdown menu to select which of the ordering platform(s) should be included; multiple options can be selected
Android
App Subscription (Subscription orders)
Toast (Scan-to-Pay orders)
iOS
Web
By default, all platforms are selected
Product
Use the dropdown menu to select which of the ordering product(s) should be included; multiple options can be selected
Catering: Catering orders
Direct Order: Non-recurring (i.e., non-subscription) Web and App orders
Pocket Kiosk: Pocket Kiosk orders
Scan for Loyalty: In-store orders for which a QR code was scanned for loyalty accrual or redemption
Scan To Pay: In-store orders paid with Scan-to-Pay
Subscription: Subscription orders
By default, all products are selected
Apply the Parameters to the Dashboard
Once the desired options are selected, continue refining other criteria or click on the “Apply Filter” button to apply the parameters
Please note that clicking on the “Apply Filter” button will apply all changes to reporting parameters
Data Definition
Orders
Unlike sales-related reports and dashboards that are available on the New Admin Dashboard, the data here includes all orders, including those where a QR code was scanned to accrue or redeem loyalty in-store
Dates
For any date-related fields, the order fulfillment date is used rather than the date on which the order was placed
Lifetime Spend
Lifetime spend is calculated per guest as the sum of all sales, taxes, tips, and service charges minus discounts and loyalty credits
It is calculated over the entire lifetime of the guest up to the current date
Monthly Order Frequency
Monthly order frequency is calculated per guest by dividing their order count by the number of months between their first order and today
It is calculated over the entire lifetime of the guest up to the current date
All patrons whose first order was placed less than a month ago are removed to avoid skewing the metrics
Data Update Frequency
All metrics are updated every hour
Understanding the Data
Executive KPIs
At the top of the dashboard, the totals of the following key guest metrics are shown:
Metric | Definition |
Guests |
|
Orders |
|
First Time Orders |
|
Average Visits |
|
Average Lifetime Spend |
|
Average Lifetime Order Frequency |
|
Chart 1: Average Lifetime Spend
Lifetime spend is calculated as the sum of all sales, taxes, tips, and service charges minus discounts and loyalty credits
This chart shows, by month, how the average lifetime spend per guest has changed for the chosen parameters
Hovering over the chart will bring up a pop-up that displays the metric for a specific monthly period
The Export button in the top right corner of the table can be used to generate a CSV export of the data, with the following columns:
Column Name | Definition |
month_fulfilled_at |
|
lifetime_spend_avg |
|
Chart 2: Average Monthly Order Frequency
NOTE: All patrons whose first order was placed less than a month ago are removed to avoid skewing the metrics
This chart shows, by month, how the average monthly order frequency per guest has changed
Hovering over the chart will bring up a pop-up that displays the metric for a specific monthly period
The Export button in the top right corner of the table can be used to generate a CSV export of the data, with the following columns:
Column Name | Definition |
month_fulfilled_at |
|
order_frequency_avg |
|
Table 1: Lifetime Spend
NOTE: Lifetime spend is calculated as the sum of all sales, taxes, tips, and service charges minus discounts and loyalty credits
The Lifetime Spend table shows the following order data for each segment, as grouped by their lifetime spend
Currently, these segments are pre-defined and cannot be adjusted by the user
Column Name | Definition |
Segments |
|
Patrons |
|
Orders |
|
Visits |
|
Check Avg |
|
Sales |
|
Tips |
|
Discounts |
|
Spent Loyalty |
|
Refunds |
|
To order the table by one of the columns, click on the column header of the column you wish to sort by
To rearrange the column order, click on the Settings button in the upper right-hand corner of the table. Then, drag & drop the columns in the order you wish them to appear using the highlighted button.
To adjust which columns are shown, click on the Settings button in the upper right corner of the table and check the boxes next to the column names you wish to see
The Export button in the bottom right corner of the table can be used to generate a CSV or PDF export of the data, with the same column names
Table 2: Order Frequency - Monthly
NOTE: All patrons whose first order was placed less than a month ago are removed to avoid skewing the metrics
The Order Frequency - Monthly table shows the following order data for each segment of cohorts as grouped by their lifetime spend
Currently, these segments are pre-defined and cannot be adjusted by the user
Column Name | Definition |
Monthly Ordering Frequency |
|
Patrons |
|
Orders |
|
Visits |
|
Check Avg |
|
Sales |
|
Tips |
|
Discounts |
|
Spent Loyalty |
|
Refunds |
|
To order the table by one of the columns, click on the column header of the column you wish to sort by
To rearrange the column order, click on the Settings button in the upper right-hand corner of the table. Then, drag & drop the columns in the order you wish them to appear using the highlighted button.
To adjust which columns are shown, click on the Settings button in the upper right corner of the table and check the boxes next to the column names you wish to see
The Export button in the bottom right corner of the table can be used to generate a CSV or PDF export of the data, with the same column names
If you have trouble accessing the export button, please click on the menu bar button to collapse the side menu bar