[Analyze] Guest Segmentation Dashboard

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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

_SCD__Analyze_Tab_-_Sanitized.png

  • In the side menu bar, click on the “Dashboard” button

_SCD__Dashboard_Button_-_Sanitized.png

  • Scroll through the page and click on the “Guest Segmentation Dashboard” button

_GSD__Guest_Segmentation_Dashboard.jpg

 

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

  • Total number of guests, including those who used scan-for-loyalty for in-store orders

Orders

  • Total number of orders, including in-store orders for which guests used scan-for-loyalty to accrue loyalty points

First Time Orders

  • Total number of first-time orders

Average Visits

  • Average of total lifetime visits among included guests

Average Lifetime Spend

  • Average lifetime spend among included guests

  • Lifetime spend is calculated as the sum of all sales, taxes, tips, and service charges minus discounts and loyalty credits

Average Lifetime Order Frequency

  • Average monthly order frequency among included guests

  • Guests whose first order was within the last month of the selected dates are excluded to avoid skewing the metrics

 

 

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

  • Monthly period (e.g., March 2022)

lifetime_spend_avg

  • Average lifetime spend per guest

 

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

  • Monthly period (e.g., March 2022)

order_frequency_avg

  • The average number of orders per guest per month

 

 

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

  • Range of lifetime spend for the chosen segment

Patrons

  • Number of guests in the segment

Orders

  • Number of orders fulfilled for the guests in the segment

Visits

  • Number of visits by the guests in the segments

Check Avg

  • Check the average of the guests in the segment

Sales

  • Total GMV from the guests in the segment

Tips

  • Total tips from the guests in the segment

Discounts

  • Total discounts applied by the guests in the segment

Spent Loyalty

  • Total loyalty redeemed by the guests in the segment

Refunds

  • Total refunds issued for orders fulfilled for the guests in the segment

  • 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

  • Range of lifetime spend for the chosen segment

Patrons

  • Number of guests in the segment

Orders

  • Number of orders fulfilled for the guests in the segment

Visits

  • Number of visits by the guests in the segments

Check Avg

  • Check the average of the guests in the segment

Sales

  • Total GMV from the guests in the segment

Tips

  • Total tips from the guests in the segment

Discounts

  • Total discounts applied by the guests in the segment

Spent Loyalty

  • Total loyalty redeemed by the guests in the segment

Refunds

  • Total refunds issued for orders fulfilled for the guests in the segment

 

 

  • 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

 

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