Overview

About Chez Suzette & the Project

Chez Suzette is a French-inspired restaurant and café located in Singapore, known for its warm hospitality, elegant ambiance, curated wine selection, and signature French cuisine. The brand focuses on creating a “home away from home” experience while building a strong community around food, wine, and memorable dining experiences.

The Challenge

Scattered Guest Data Limited Repeat Engagement

Guest information was scattered across multiple booking platforms with no centralized database, limited visibility into repeat customer behavior, manual follow-ups consuming staff time, inconsistent event attendance, and previous guests not being effectively re-engaged.

Strategy & Execution

A Centralized CRM With Automated Guest Workflows

A centralized CRM platform was implemented to manage reservation data, guest preferences, event registrations, customer feedback, and purchase history, paired with segmentation and automated retention campaigns.

1
Segmented guests into first-time diners, repeat customers, wine enthusiasts, corporate attendees, and VIPs
2
Automated reservation workflows including confirmations, reminders, and post-visit feedback
3
Guest retention campaigns featuring birthday offers, anniversary reminders, and seasonal promotions
4
Automated event marketing for wine tastings, private dining, and VIP events
5
Custom reporting dashboards tracking reservation sources, repeat rates, and customer lifetime value
Measurable Results

The Numbers That Prove the Model Works

31%
Reservation conversion rate, up from 18%
46%
Growth in repeat customer visits
58%
Increase in event registration rate
39%
Improvement in email engagement rate
72%
Growth in the customer database
65%
Reduction in manual follow-up time
Key Outcomes

What the Brand Actually Achieved

  • Delivered timely, personalized guest communications
  • Increased repeat visits through automated loyalty campaigns
  • Significantly boosted wine tasting and private dining registrations
  • Built a complete, centralized view of every guest relationship
  • Reduced operational time spent on manual follow-ups
Conclusion

The Bigger Lesson

The Core Principle: Personalization Drives Repeat Visits

Implementing CRM and marketing automation transformed how the team engages with guests. A clearer understanding of customer preferences enabled more personalized experiences while saving valuable operational time, and repeat visits and event participation exceeded expectations.