[Analyze] Guest Metrics Report

minute read

Introduction

In planning marketing campaigns, Restaurant Partners often need to generate a report with guest information and their ordering history (e.g., number of orders, lifetime spend, loyalty accrual history) so that they can target the campaign at guests who would find it appealing and/or relevant.

The Guest Metrics Report shows a comprehensive list (20+) of guest metrics on all patrons, with the ability to search by individual patron or filter by specific locations.

 

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

Data Update Frequency

  • All metrics are updated every hour

Restaurant Experience

Accessing the Report

  • Once in the Redesigned Admin Dashboard, click on the “Analyze” tab on the top navigation bar

_SCD__Analyze_Tab_-_Sanitized.png

  • Click on the “Reports” button in the menu bar

Reports_Button.jpg

  • Navigate to the “Marketing” section and click on the “Guest Metrics Report” button

_GMR__Guest_Metrics_Report_Button.jpg

 

Defining the Reporting Parameters

First Order Date Range

  • Use the First Order Date Range to filter the report by patrons' first order date

    • For example, if the “Last Week” option is chosen, the report will only show guest metrics for patrons who received their first orders during that period

  • 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 are shown

 

Timezone

  • 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

 

Patron Name

  • The Patron Name field can be used to look up the guest metrics for specific patron(s) by their name(s)

  • Click into the Patron Name field and begin typing the name of the patron(s) you wish to look up. As you type, the drop-down list will show names of patrons that match your input. Once you see the name of the patron you want to add, click on the name to add to the report.

  • There are no limits to how many patron names can be added

 

Patron Email

  • The Patron Name field can be used to look up the guest metrics for specific patron(s) by their email address(es)

  • Click into the Patron Email field and begin typing the name of the patron(s) you wish to look up. As you type, the drop-down list will show email addresses that match your input. Once you see the email address of the patron you want to add, click on the email address to add to the report.

  • There are no limits to how many patron emails can be added

 

Location

  • Location fields can be used to select guests that are relevant to specific locations

  • In the Select field, choose one of the following options:

    • First Order Location: Show guests whose first order location is included in the “Locations” field

    • Last Order Location: Show guests whose most recently ordered location is included in the “Locations” field

    • Favorite Order Location: Show guests whose most frequently ordered location is included in the “Locations” field

  • 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

 

 

Apply Filter

  • 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

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

New Guests

  • Number of first-time guests

Returning Guests

  • Number of guests with 2 or more orders

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 Check

  • Average order value among included guests

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

Average Lifetime Orders

  • Average of lifetime number of orders among included guests

Average Spent Loyalty

  • Average loyalty redemption among selected guests

  • When an item is redeemed as a reward, the retail price of the item is recorded as spent loyalty

Average Current Points

  • The average number of available loyalty points that included guests hold on their accounts

Average Total Points

  • Average lifetime earning of loyalty points among included guests

Average Current Loyalty

  • Average of available credits that included guests hold on their accounts

  • Excludes guests with zero current credits

Average Total Loyalty

  • Average lifetime earning of credits among included guests

  • Excludes guests with zero total (lifetime) credits

 

 

Data Table

  • The report includes the following data:

    • Currently, all columns below will be shown even if they may not be relevant to the Restaurant Partner. For example, the “Kiosk Orders” column will be shown even if the Restaurant Partner does not use Lunchbox Pocket Kiosk. In these cases, Restaurant Partners have the option to hide these columns. For more information on how to do so, please refer to the Adjusting Which Columns Are Shown section of this page.

Column Name Description

Name

  • Patron Name

Email

  • Patron Email

Phone

  • Patron’s phone number

First Order

  • Fulfillment date of patron’s first order

First Location (Single-Brand) or First Area (Marketplace)

  • The location where patron’s first order was placed

First Order Type

  • Order type of patron’s first order

First Platform

  • Ordering platform (e.g., web, iOS) where patron’s first order was placed

First Product

  • Product (e.g., Direct Order, Kiosk, Subscriptions) through which patron’s first order was placed

Last Order

  • Fulfillment date of patron’s most recent order

Last Location (Single-Brand) or Last Area (Marketplace)

  • The location where patron’s most recent order was placed

Favorite Location (Single-Brand) or Favorite Area (Marketplace)

  • The location where patron has placed the most orders

Favorite Item

  • Most frequently ordered item

Orders

  • Total number of orders fulfilled

Pickup Orders

  • Total number of pickup orders fulfilled

Delivery Orders

  • Total number of delivery orders fulfilled

Kiosk Orders

  • Total number of Pocket Kiosk orders fulfilled

Web Orders

  • Total number of web orders fulfilled

App Orders

  • Total number of app orders fulfilled

Catering Orders

  • Total number of catering orders fulfilled

Monthly Frequency

  • Number of orders per month

Cart Size

  • The average number of items in cart

Spend

  • Total lifetime spend

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

Check Average

  • Average GMV per order

Sales

  • Total Sales to date

    • Includes item subtotals (i.e., GMV) only

Tips

  • Total tips to date

Discounts

  • Total discounts applied to date

Spent Loyalty

  • Total loyalty redemptions to date

  • When an item is redeemed as a reward, the retail price of the item is recorded as spent loyalty

Refunds

  • Total refunds to tdate

Current Points

  • Current loyalty points balance

Total Points

  • Lifetime loyalty points accrued

Current Credit

  • Current credit balance

Total Credits

  • Lifetime credit earned

Tier

  • Name of loyalty tier

 

 
  • In addition, for Marketplace (multi-brand) Restaurant Partners, the following metrics are included:

Column Name Description

Favorite Brand

  • Brand from which the guest ordered most frequently from

Brand Size

  • The average number of brands included in each order

 

 

Navigating and Adjusting the Table

Navigating within the Table

  • The scroll bars at the bottom and the right end of the table can be used to scroll horizontally or vertically

  • The previous and next buttons as well as the page number field in the pagination bar can be used to move between multiple pages

_GMR__Data_Table_Pagination_-_Sanitized.jpg

 

Sorting the Columns

  • To order the table by one of the columns, click on the column header of the column you wish to sort by

  • By default, the table is ordered alphabetically in ascending order by guest name

 

Adjusting Column Orders

  • 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.

 

Adjusting Which Columns Are Shown

  • 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

 

Creating Filters

  • One or more filters can be set up to further refine which patrons' information is shown in the report

  • To create filters, click on the Filter button in the upper right corner of the table and specify which columns you wish to filter the table by

    • To add multiple filtering criteria, click on the “Add filter” button

 

Exporting

  • 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

 

Was this article helpful?
0 out of 0 found this helpful

Comments

0 comments

Please sign in to leave a comment.