What would you ask your guest data?

What does my guest base look like right now, split by active, lapsing, inactive and churned? How has that mix shifted against this time last year?

How much of this year's revenue came from returning guests, against first-time guests?

How many of my guests visit more than one venue in the group, and how much more do they spend each year than single-venue guests?

How much revenue would we add if 10% of our weekend-only regulars visited once a month midweek?

Which venues are growing covers but shrinking spend per head?

Are we relying more on offers and happy hours to fill venues? Show me offer redemption against full-price visits over the last three years.

Which suburbs and catchments are growing in guests and revenue, and which are quietly declining?

How many people in my paid social audiences have already visited one of our venues?

Are we tracking to budget this quarter across the group? If not, which venues are behind and why?

If guest lapse continues at the current rate, what does my active guest base look like in 12 months?

We are opening a new venue. How many of our existing guests live within 5km of it, and which of our venues do they visit now?

Which acquisition source produces guests who come back for a second visit?

Show me revenue by venue for each financial quarter over the last two financial years, on our financial year.

What is average spend per head by venue and by session, and which way is it moving?

What did our offers and happy hours cost in discount last quarter, and how many of those guests came back at full price?

How much discount went to guests who were already visiting every week?

What share of each venue's revenue comes from Friday and Saturday, and which venues are most exposed?

Which venues sell the highest share of low-margin items? Is that driven by the menu or by the guest mix?

What is a new guest worth in their first 12 months, by the venue they first visited?

What did no-shows and late cancellations cost each venue in lost revenue last quarter?

Based on how last year's cohort behaved, what will the guests we acquired this quarter spend over the next 12 months?

What happens to revenue and margin if we drop midweek offers next year?

Which guests visit often, spend well and only ever book on a Friday or Saturday? Group them by venue.

Which of our city diners live closer to one of our suburban venues, and what do they usually order?

Which of my regulars are going quiet, and what were they worth to us over the last 12 months?

Build a winback audience: guests who visited at least three times last year, have not been back in 90 days, and opened an email in the last six months. How many people is that?

Of guests who made their first visit in the first half of last year, what share came back within 90 days?

Which guests have visited two of our venues but never our newest one?

Which existing guests are sitting in my paid acquisition audiences? Build me a suppression list.

Which campaigns in the last 90 days drove the most return visits, and which attribution method did you use?

Which offers drove visits but gave away margin to guests who would have come in anyway?

Who booked for Mother's Day, Valentine's Day or Christmas last year and has not booked with us since?

Which guests have a birthday next month, and which venue do they visit most?

Push my weekend regulars segment to Mailchimp, Meta and Google Ads.

Build a lookalike seed from my highest-value guests, seeded on annual spend across the group.

Which guests gave a low survey score after their last visit, and have they been back since?

Which guests book at full price, and which only come in for an offer?

Rank my lapsing guests by how likely they are to respond, ahead of how much they used to spend.

Rank our venues by revenue over the last 12 months, and separately by new guests acquired.

How many of this venue's guests are regulars, and how many visits does it take a first-timer to become one?

Which day and session is quietest at my venue, and which of our guests already go out at that time somewhere else in the group?

Which guests have no-showed more than twice in the last six months?

How far ahead do guests book at each venue, and has that window shortened this year?

How do walk-in guests compare with guests who book ahead, on spend per head and return rate?

We closed a venue. What happened to its guests? Did they move to our nearest venue, or stop visiting?

Compare our new venue against the group average for its first six months: revenue ramp, spend per head and return rate.

Which venues have the most regulars at risk of lapsing next quarter?

Which venues have the lowest survey scores, and does it show up in return visits?

How does spend per head change with booking size at my venue?

Give me a covers forecast by venue and session for the next four weeks.

Which dishes or drinks do guests order on the visits before they become regulars?

Rank menu items by margin contribution rather than sales. Which items are popular but barely profitable?

What share of dining guests add a dessert, a second drink or a side, and which venues lead?

Which venues have the highest wine attach rate on food orders, and where is the upside?

Which menu launches brought in new guests who came back, and which only sold to existing regulars?

Which items could we take off the menu, and how many regular guests order them every visit?

Which guests always order cocktails? Build an audience for our new cocktail list.

Did the set menu lift spend per head, or pull guests down from à la carte?

What do my highest-value guests order that my average guests do not?

How did spend per head on the winter menu compare with summer, by venue?

Which items are trending down early enough for me to change the menu before the season turns?

Which guests attended a function at one of our venues and have never come back as a diner?

Which guests have hosted a function with us before, and when are they likely to book the next one?

Which ticketed events bring in new guests who return within 90 days?

Build an audience of guests likely to book a Christmas party, based on who booked large groups last November and December.

What is average spend per head at functions against regular dining, by venue?

Which corporate bookers book functions at more than one of our venues?

Which venues turn the most event attendees into regulars?

Which regular diners look most like our past function bookers?

This function enquiry came from a guest we already know. What have they spent with us, and at which venues?

Which months have spare function capacity, and who booked with us in those months last year?

Members against non-members: visit frequency, spend per head and 12 month return rate. What is the actual value gap?

What is the overlap between my members and my offer-only guests? Am I rewarding loyalty or subsidising discounts?

What do member rewards cost us each quarter, and which tier earns it back?

How many members joined in the last six months, and at which venue?

How many members signed up and never visited again?

Do members visit more venues in the group than non-members?

Of members who have stopped opening our emails, how many are still visiting?

Which members are most likely to lapse before they reach their next reward?

What is a new member worth over time, and how long until they earn back the cost of the joining offer?

For members who only visit one venue, which second venue should we introduce them to?

What share of last year's guests have booked another stay, and how long do they usually wait between stays?

Which guests stayed with us in peak season but have never come back in the shoulder season?

Which guests have stayed at more than one of our properties, and what do they spend per trip?

Which guests spend on dining, activities or spa on top of the room rate, and what do they have in common?

Which guests booked through an online travel agent last year but have booked direct with us before? Build an audience to win their next stay direct.

Where do our guests travel from, and which drive markets are growing?

Which guests book early at full rate, and which wait for a last-minute deal?

Which families are likely to book the school holidays with us again, and when do they usually book?

Which guests rated their stay highly but have not rebooked? Build the audience.

Which past guests are most likely to book a stay in the next 90 days?

Marketing wants a list of guests by visit frequency and average spend for each venue. Can they do this themselves?

What share of POS transactions at each venue can we match to a known guest?

How many guests appear across our booking, POS and loyalty systems under different email addresses, and how were they matched?

Show me the definition and the calculation behind our active guest count so I can check it.

Which of our recurring venue reports can be replaced by a standing question?

What is our average spend per head this financial year, excluding staff meals and comps?

What did last week's email drive in bookings and spend, and which attribution method did you use?

How was the covers forecast produced, and what assumptions does it rest on?