Restaurants are always trying to get more from their limited resources. With already slim margins, brands are constantly negotiating with suppliers, promoting off-peak dayparts and streamlining in-store operations to incrementally improve the bottom line. Yet, many overlook the pent-up value locked within their own guest email database.

Email is already among the most effective marketing channels, despite the fact that 55% of consumers do not open and read messages regularly because of lacking relevance. In other words, more than half of email marketing’s potential revenue is lost because marketers do not cater to their audiences effectively.