First-party data is the information you collect directly from your customers — think names, emails, order history, loyalty activity — through your own website, app, or ordering platform. Unlike third-party data, which comes from external sources (often bought or shared), first-party data is reliable, permission-based, and fully compliant with privacy laws like GDPR and CCPA.
Why does it matter? Because in a world where third-party cookies are disappearing and privacy regulations are tightening, first-party data is your restaurant’s secret weapon for building genuine customer connections that last.
If you’re using an online ordering system like MOBI or a loyalty programme, you’re already collecting first-party data. Every order, sign-up, and interaction adds valuable info:
Contact details (email, phone number)
Order frequency and average spend
Favourite menu items and categories
Loyalty programme status and redemptions
Device used, order times, and locations
This data isn’t just numbers—it’s a roadmap to smarter marketing that speaks directly to your customers’ preferences.
Ordering through platforms like Uber Eats or DoorDash might feel like easy exposure, but there’s a hidden cost: you don’t get access to your customers’ contact info or behaviour insights. That means:
No ability to remarket directly to those customers
No way to personalise offers beyond what the aggregator provides
No chance to build long-term customer loyalty
By contrast, owning your platform means owning the customer journey—from first click to repeat visit—and the valuable data that powers it.
With your own customer data, you can:
Send targeted re-engagement offers to guests who haven’t ordered recently
Promote your highest-margin dishes to loyal frequent buyers
Launch location-based flash promotions during quieter hours to boost traffic
Automate personalised SMS and email campaigns that convert
According to research from Braze and BCG, brands using first-party data well see up to a 2.9x revenue increase and 1.5x better marketing efficiency. That’s real growth powered by smarter marketing.
Collecting data directly means you control how it’s gathered, stored, and used, making it easier to comply with privacy laws like GDPR and CCPA. You can ensure customers have opted in and that their info is handled responsibly, building trust that keeps them coming back.
Our platform captures valuable customer insights through your ordering system and loyalty programmes. With built-in marketing automation, you can easily craft personalised SMS and email campaigns that boost repeat business—all while staying compliant with privacy standards.
As privacy changes reshape marketing, first-party data is your best chance to connect directly with your customers, build loyalty, and increase sales. If you want to cut through the noise and grow your hospitality business sustainably, owning your data isn’t optional—it’s essential.
HungryHungry is here to help you capture, understand, and use that data to make every customer interaction count.