Customer reports
Who is ordering, whether they come back, and how much of your business runs through guest checkout.
Restaurant → Analytics → Customers
The figures
| Figure | Meaning |
|---|---|
| Customers | Account holders who ordered in the period. |
| New customers | Whose first order was in this period, as a share of the whole. |
| Returning | The rest — the ones who came back. |
New against returning
The chart splits the period into the two cohorts, and the balance is the diagnosis:
- Mostly new, few returning — you are good at attracting and poor at keeping. Look at the food, the timing and the packaging before spending more on reach.
- Mostly returning, few new — a loyal base and no growth. This is the safer of the two, and the one that ends slowly.
- Both healthy — the only combination that compounds.
Accounts against guests
The chart that surprises most restaurants. Orders placed by guests without an account are invisible to loyalty, invisible to your customer list, and unreachable afterwards.
A high guest share means most of your customers are strangers you cannot contact again. Guest checkout is a conversion feature and worth having — but if it is carrying most of your orders, that is the number holding your repeat rate down.
The other charts
- Customers per day — distinct account customers ordering, day by day.
- Top customers by spend — collected spend in the period.
The customer table
Per customer: orders, spend, loyalty balance and last order. Sorted by spend, the top of this list is a small group worth treating well — most restaurants find a handful of people account for a surprising share of takings.
When it doesn't work
The numbers are lower than my order count
Only account holders are counted. Guest orders appear in the accounts-vs-guests chart and nowhere else here.
Everyone is new
Either you genuinely are new, or the range is too short to contain a second visit. Try a quarter.
Top customers looks wrong
It ranks by collected spend in the period, so a big order that was refunded does not appear.