Hello, this is Matsubara, CRM Evangelist.

"We hope you'll come again."

Anyone who runs a restaurant has this thought.
Improving the quality of the food, enhancing customer service, and promoting on social media—these efforts are all valid.
However, without data on "who came, when, what kind of experience they had, and when they are likely to come again," it's impossible to determine the direction of our efforts.

LIBERALE PASTA, part of the Arcus Japan Group, uses EMOROCO CRM Lite to design relationships with its regular customers.
You might think, "CRM in restaurants?", but in fact, restaurants are one of the business types where the principles of CRM 4.0 can be best utilized.

What is LIBERALE PASTA?

LIBERALE PASTA is an Italian restaurant specializing in pasta, operated by Arcus Japan Group (and its wholly owned subsidiary, YMLiberty Co., Ltd.).
Based on the concept of "nurturing connections between people through food," we operate our restaurant with an emphasis not only on the quality of the food but also on the "quality of the customer experience."

Instagram:https://www.instagram.com/liberale_pasta_/?hl=ja
eating log:https://tabelog.com/osaka/A2701/A270201/27134018/

What makes the difference between a restaurant that makes customers think, "I want to come back again," and one that doesn't?
In addition to factors such as taste, price, and location, the experience of being remembered is one of the biggest factors in creating regular customers.

Many clients repeatedly use our second-floor space for business networking events and farewell/welcome parties.

CRM in restaurants: The structure of the challenge of "increasing the number of regular customers"

The challenges of customer management in the restaurant industry are somewhat different from those in other industries.

CRM characteristics of restaurants:

• The more frequently a customer visits, the more contact they have (high-frequency contact: once a week to once a month).
• Personal information such as "favorite menu items," "allergies," and "anniversaries" is important.
• Businesses with high staff turnover require a well-structured handover process.
• It combines the management of reservation information, group visits, and individual visits.

The core of restaurant CRM lies in shifting from a situation where "veteran staff remember the preferences of regular customers" to a situation where "even new staff can serve regular customers."

Design using EMOROCO CRM Lite

Field Design: Eight fields specifically designed for restaurants.

Workflow Design: Four Essential Workflows for Restaurants

Workflow ①: Regular customer visit interval exceeded alert

Workflow ②: Preparing the announcement one week before the anniversary

Workflow ③: Follow-up two weeks after the initial visit

Workflow ④: VIP guidance for emotionally charged, hot customers

Designed so that even new staff can handle regular customers.

The most important benefit of using CRM in the restaurant industry is "transforming the intuition of veteran employees into organizational knowledge."

Even if a veteran staff member knows that "Mr. Tanaka always orders carbonara, doesn't like spicy food, and mentioned that he had a baby last month," that's just their personal memory.
This cannot be handed over to new staff members.

If you record this information in the narrative memo of EMOROCO CRM Lite, any staff member can have the conversation, "Mr./Ms. Tanaka, happy birthday to your child."

Operation upon arrival:

1. Customer information is verified via CRM during booking confirmation (takes 30 seconds).
2. Check your favorite menu items, previous conversation topics, and anniversaries.
3. After visiting the store, update your emotional temperature and add memorable episodes to the narrative.

This 30-second confirmation and 30-second recording creates a customer experience where they feel, "This store knows me."

Group Reservation Management – ​​Designing Business Lunches and Entertaining Clients

At LIBERALE PASTA, managing customers who use our restaurant for business purposes (lunch meetings, entertaining clients) is also important.

The company representative (organizer) is managed as a customer record, and information such as "what kind of group this person usually comes with" and "what their needs are when using the venue for business entertainment" are recorded.

For company representatives who use our services for entertaining clients, maintaining a warm and positive emotional connection is the top priority.
If a customer thinks, "I'll have my next business dinner here too," they become a high-spending and frequent customer.

Summary: You can create a "restaurant customer return" experience using data.

Restaurants that make customers want to return always offer an experience where the staff feels like they know them personally.
This isn't a matter of the veteran staff's memory; it's a design flaw.

EMOROCO CRM Lite allows you to record regular customers' preferences, visit patterns, anniversaries, and narratives, and then use workflows to design proactive actions at the right time—this system transforms customers from "just happened to come back" to "decided to come back again."

Building customer loyalty in restaurants is about designing emotions. The CRM 4.0 concept of "resonating with customer emotions" works in exactly the same way in human relationships across a table.

You can try it with a 30-day free trial.
Digitalization and AI Implementation Subsidy 2026 Compatible Tool Number: DL07-0022934
Product Info:https://www.emoroco.com/

Related article

• How to use EMOROCO CRM Lite to prevent customer churn and manage customer visit cycles for beauty salons and hair salons.
• How to manage repeat guests and corporate banquets for hotels using EMOROCO CRM Lite
• What happened to a company that continuously used Emotional Temperature for a year? — The compounding effect of CRM 4.0
• Reasons for Choosing EMOROCO CRM Lite: Real Voices from 10 Companies That Have Implemented It
• Why SMEs should be aware of LTV (Customer Lifetime Value) and how to cultivate it with EMOROCO CRM Lite