For many independent food and drink businesses, data can feel like something reserved for large chains with dedicated analysts and complex software. If you’re running a cafe, restaurant, pub, bakery or takeaway, you’re probably more focused on serving customers, managing staff and keeping costs under control than diving into spreadsheets.
The hospitality industry has always operated on tight margins. Rising food costs, fluctuating customer demand and ongoing economic pressures mean business owners can no longer afford to rely solely on instinct. With reports that one in five hospitality businesses fear collapse within the next year, Zempler Bank’s latest research into the state of UK hospitality has also found that only 24% of operators are confident about growth.
As Mark Hughes, Director of Growth at CreatePay highlights “realistically, a business might be open ten to twelve hours a day. They’re only optimising their revenue four to six hours a day. Within the space of about three months, you can see if a business is going to be successful or not. The businesses that succeed are the ones that use the data, not gut feel.”
The good news is that you don’t need a degree in data science to start making smarter business decisions. Most operators already have access to valuable business data. The challenge is knowing where to find it, what it means and how to use it confidently.
With CreatePay One, those insights are available at your fingertips. The app gives you access to clear, easy-to-understand reports that help you track sales, monitor payment trends, view transaction history, and identify your busiest trading periods. Whether you’re checking daily performance, comparing results over time, or looking for opportunities to improve efficiency and profitability, CreatePay One turns your payment data into practical business intelligence, helping you make informed decisions without the guesswork.
Zempler Bank’s research also shows that 46% of operators are now investing in technology to connect Electric Point of Sale (EPOS), inventory and accounting systems to gain a near-live view of performance.
Data is the story your business is telling you. Once you know how to listen, it can help you make better decisions about staffing, stock, pricing, marketing and growth. Experience and intuition remain important, but data provides evidence to support decisions.
Instead of wondering why profits seem lower this month, your systems can help identify whether the issue is food waste, reduced footfall, changing customer habits or something else entirely.
Step 1: Understand what data you already have
One of the biggest misconceptions is that businesses need to invest in expensive software before they can begin using data effectively. In reality, most businesses already collect data through things like:
- Point of Sale (POS) systems
- Booking and reservation platforms
- Stock management software
- Delivery apps
- Loyalty programmes
- Accounting platforms
- Card payment systems
- Social media and website analytics
These systems are generating useful information every day. The challenge isn’t collecting more data, it’s using the data that’s already available.
Ask yourself questions like: What are my best-selling products? Which products deliver the highest profit? What are my busiest days and times? When do I have too many staff scheduled? Which marketing activities generate sales?
If you can’t answer these questions confidently, your existing systems probably hold the answers.
Step 2: Focus on a few key numbers
Another common mistake is trying to analyse everything at once. Start with a handful of metrics that directly affect profitability.
Sales by product
Understanding which items sell most frequently is a simple but powerful starting point. You may discover that a menu item everyone loves talking about represents only a small percentage of sales, while a less glamorous item quietly drives significant revenue.
Gross profit
Popularity doesn’t always equal profitability. A dish may be your bestseller but deliver relatively low margins because of ingredient costs. Looking at profit alongside sales helps you understand which products genuinely support the business.
Labour costs
Staffing is often one of the largest overheads in hospitality. Reviewing sales alongside staffing levels can reveal opportunities to schedule more efficiently during quieter periods.
Stock waste
If food is regularly thrown away or ingredients expire before use, your data can help identify patterns and improve ordering decisions.
Customer visits
Tracking repeat customers helps you understand loyalty and whether marketing efforts are encouraging guests to return.
Step 3: Start asking simple questions
Data becomes useful when it helps answer real business questions. Instead of staring at reports and hoping insights appear, approach data with curiosity.
For example:
“Why are Tuesday sales lower than Friday sales?”
You might discover:
- Reduced footfall during certain hours
- Fewer delivery orders
- Inconsistent marketing activity
- Overstaffing affecting profitability
“Why is food cost higher this month?”
You might find:
- Increased ingredient prices
- Greater food waste
- Changes in supplier pricing
- Incorrect portion control
“Which products should I promote?”
Data might reveal:
- High-margin items with low sales
- Seasonal opportunities
- Products customers often purchase together
Simple questions often lead to the most valuable discoveries.
Step 4: Build a weekly data habit
One reason data feels overwhelming is that people try to review months of information in one sitting. Instead, create a simple weekly routine. Set aside thirty minutes at the same time each week and review:
- Total sales
- Best-selling products
- Labour costs
- Stock usage
- Customer numbers
Look for changes rather than perfection. Small, regular reviews make trends easier to spot before they become bigger problems.
Step 5: Turn insights into actions
Data only creates value when it leads to action. You don’t need lots of actions at one time. Even one improvement each month can have a meaningful impact over time. It’s also always important to remember that any personal data processed complies with applicable data protection laws.
For example:
Insight | Action |
Lunch sales peak between 12pm and 2pm | Adjust staffing levels during those hours |
One menu item has high sales and high margins | Feature it more prominently |
Some ingredients generate significant waste | Reduce ordering volumes |
Email campaigns drive bookings | Increase marketing activity |
Mondays are consistently quiet | Introduce a targeted promotion |
Step 6: Use data to predict, not just report
Many business owners think data is purely about understanding what happened last week, last month or last year. While that’s important, the real value comes from using data to anticipate what’s likely to happen next.
Look for patterns
Your systems may already reveal recurring patterns such as busier weekends at certain times of year or a seasonal menu item that always perform well. Once you can spot these trends, you can plan rather than react at the last minute. For example, if your POS data shows that sales increase by 15% every December, you can schedule staff, place orders and prepare marketing campaigns with greater confidence. If Tuesday lunch trade has been declining for several months, you can investigate and respond before it has a significant impact on revenue.
Turn data into a planning tool
The most successful hospitality operators don’t just ask: “What happened?”
They also ask:
- “What is this telling me about next month?”
- “What should I prepare for?”
- “Where are the opportunities?”
Even simple forecasting can help reduce waste, improve staffing efficiency and identify growth opportunities before competitors do. The goal isn’t to predict the future perfectly, it’s to be better prepared for it.
Don’t aim for perfect
Perhaps the most important takeaway is this: don’t wait until your data is perfect. Many operators avoid using data because they believe their systems aren’t sophisticated enough or their reporting isn’t completely accurate.
But imperfect data that’s used consistently is far more valuable than perfect data that sits untouched. You don’t need dashboards packed with charts or advanced forecasting models. You just need enough information to make slightly better decisions than you made yesterday.
Over time, those small, informed decisions can add up to higher profits, lower waste, better customer experiences and a stronger, more resilient business.
The businesses that thrive in the years ahead won’t necessarily be the ones with the most data. They’ll be the ones that learn how to turn the data they already have into action.
Zempler Bank works with hospitality businesses across the UK. They support restaurants, cafes, pubs, food trucks, and more. Their business accounts come with built‑in tools to help you stay on top of cashflow — from £0 per month.
They also know that running a hospitality business takes resilience, creativity, and commitment. Their hospitality hub is packed full of practical guides on cashflow, tax, licencing and banking for UK restaurants, cafes, pubs and food trucks.
This article does not constitute guidance, advice or a communication from Zempler Bank. References to Zempler Bank, its products or services are included for information purposes only. Zempler makes no representations or warranties, express or implied, as to its accuracy, completeness or suitability for any particular purpose. To the fullest extent permitted by law, Zempler Bank accepts no responsibility for the content or any reliance placed upon it. Any action taken using such content is strictly at the user’s risk. Zempler Bank Limited (“Zempler Bank”) is registered in England and Wales at Cottons Centre, Cottons Lane, London SE1 2QG (No. 04947027). Zempler Bank is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority under Firm Reference Number 671140.