What is First-party data for restaurants?
First-party data is information a restaurant collects directly from its customers: name, phone, email, order history, and preferences. Unlike third-party data (like delivery app data), this data is owned by the restaurant.
Why it matters for restaurants
- Send personalized promotions without relying on external algorithms
- Identify high-value customers and reward their loyalty
- Build owned audiences for social media advertising
Example applied to a restaurant
A coffee chain in Peru discovered that 67% of their app orders were from customers they didn't know. They implemented direct orders with mandatory registration. In 6 months they accumulated 4,200 owned contacts with purchase history, allowing segmented offers with 23% redemption rate.
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