Britney Ziegler pivoted from plans to open a restaurant to building Panso after recognizing severe data fragmentation in hospitality. Panso is a CRM platform that pulls data directly from a restaurant's existing systems and acquires first-party reservation data from partners like OpenTable. The platform compiles spending patterns, most-ordered menu items, and event attendance to create a comprehensive guest profile. Restaurants can use these profiles to run targeted email and SMS campaigns. Panso enables segmentation such as VIP tagging for higher spenders and supports tailored outreach and gift strategies to drive guest engagement.
When life gives you lemons ... make a CRM? Initially, Ziegler's plan had been to start her own restaurant - a "future-proofed restaurant model," as she described it, that effectively functioned as a ghost kitchen with vendors and employees sourced from the local community. But when she started looking at the tech and software needed to support a hospitality business, she saw a different opportunity. "I realized I needed seven platforms just on the guest experience alone," Ziegler said.
Panso gives restaurants a comprehensive view of their guests, including spending patterns, their most ordered menu items and even what events they've attended at the venue. Restaurants can use this information to send targeted and personalized email and SMS campaigns. For example, higher spenders might be tagged as members of a VIP audience and receive gifts like a nice bottle of wine tailored to their tastes and emails before big milestones encouraging them to celebrate at the restaurant, Ziegler said, while customers that spend
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