Do You Personalize Guest Experiences?

Why it matters

Guests notice when they are treated like a number. McKinsey’s Next in Personalization 2021 report found that 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this does not happen. In a restaurant, that frustration can be as small as being asked about the same allergy every single visit.

Personal service is also good for business. The Twilio State of Customer Engagement Report 2024, covering 6,300 consumers in 18 countries, found that consumers spend on average 54% more with brands that personalize experiences. For a restaurant, this often shows up as guests who come back more often, order with more confidence and bring friends.

How to check where you stand

• Do you keep a record of guest preferences, allergies or special dates?
• Can a server see that information before the guest sits down?
• Do your regulars get greeted by name by more than one team member?
• Do you use what you know to suggest dishes or wines a guest is likely to enjoy?
• Do you ask new guests a simple question that helps you serve them better next time?

How to improve step by step

1. Decide what to remember. Keep it short and useful: name, allergies, dietary needs, favorite table, favorite drink and special dates. Too many fields means nobody fills them in.
2. Pick one place to store it. Use the guest notes in your reservation system or a cloud POS if you have one. If not, a shared and secure digital notebook works to start. What matters is that the whole team uses the same place.
3. Ask, do not guess. When taking a booking, ask “Is it a special occasion?” or “Any allergies we should know about?” At the table, notice what the guest enjoys and add a short note after service.
4. Brief the team before each shift. Spend two minutes going through the bookings of the night. Point out returning guests, birthdays and allergies, so everyone is ready before the door opens.
5. Use small gestures. A note on the table, a favorite wine already chilled, or a dessert candle for a birthday costs little. The goal is to show you remember, not to give things away.
6. Follow up in a personal way. After a visit, a short thank you that mentions the occasion feels warmer than a general newsletter. Only send messages to guests who agreed to hear from you.
7. Respect privacy. Store only what you need, keep it secure, and let guests ask you to delete it. In Europe this is part of following GDPR, and it also builds trust.

How AI assistants see this

AI assistants like ChatGPT, Google AI Overviews, Gemini and Perplexity cannot see your guest notes. What they can see is what guests write about you afterward. Reviews that say “they remembered my daughter’s allergy” or “they had our usual table ready” describe a restaurant that cares about people. These details help AI tools describe you as attentive and welcoming when someone asks for a place for a special occasion or for diners with dietary needs. You can also help by stating clearly on your website that you handle allergies, celebrations and special requests.

Common mistakes to avoid

• Collecting a lot of guest data and never using it during service.
• Making personal gestures that feel scripted, like reading a name off a screen in a cold voice.
• Keeping guest notes in one manager’s head, so the knowledge disappears on their day off.

Key takeaways

• Personalization starts with remembering a few useful details, not with expensive tools.
• Guest information only helps if the whole team can see it before service.
• Small, sincere gestures matter more than big, costly ones.
• Good personal service shows up in reviews, which shapes how people and AI tools describe you.

Frequently asked questions

Do I need a CRM to personalize the guest experience?

No. Many reservation systems include guest notes, and that is enough for most independent restaurants. A CRM (customer relationship management software, a database of guests and their history) becomes useful when you have many regulars or several locations.

Is it creepy to remember too much about guests?

It can be if you use details guests did not share with you. Stick to what they told you or what you noticed during service, and use it to make their visit easier, not to show how much you know.

How do I personalize for first-time guests?

Ask one or two friendly questions when they book or sit down, such as the occasion or their taste in wine. Then use the answers right away and save them for next time.

Sources

1. McKinsey & Company, Next in Personalization 2021 Report: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
2. Twilio, State of Customer Engagement Report 2024: https://www.twilio.com/en-us/press/releases/socer-2024