Hotel Digital Concierge in 2026: Route Guests to Your Restaurants, Not Competitors

The Concierge Desk Is Dying. Here's What Replaces It.

There is a scene that plays out thousands of times every evening in hotels around the world. A couple finishes getting ready for dinner, picks up a phone, and opens Google Maps. They search "best restaurants near me," scroll past a dozen options they have never heard of, and book a table at whatever has the best photos and most recent reviews.

Your hotel had three restaurants. A curated list of eight partner restaurants within walking distance. A chef's table experience launching next week. The guest never saw any of it.

This is the concierge problem in 2026. It is not that guests do not want recommendations. It is that they are getting those recommendations from Google and TripAdvisor instead of from you. And every time that happens, revenue walks out your front door.

The digital concierge is the technology category designed to solve this. But most digital concierge tools on the market today are making the problem worse, not better, because they are built to answer questions rather than route guests.

This guide covers what is broken about the current approach, what a guest-routing digital concierge actually looks like, how to implement one from check-in to restaurant table, and how to measure whether it is working.

The Traditional Model Is Fading

The traditional hotel concierge desk is one of hospitality's most romantic institutions. A knowledgeable local expert behind a polished counter, ready to secure impossible reservations and offer insider tips with a knowing smile.

It is also in serious decline.

According to the American Hotel & Lodging Association, concierge desk usage has declined 40 percent since 2019 (AH&LA Lodging Survey, 2024). The pandemic accelerated a trend that was already underway: guests prefer to self-serve on their phones rather than walk to a desk and talk to a stranger.

This is not a generational thing limited to younger travelers. A study by Mews and OnePoll found that 80 percent of travelers across all age groups prefer digital or automated services when interacting with their hotel (Mews/OnePoll Traveler Preferences Survey, 2025). The preference is strongest for information-gathering tasks, exactly the kind of work a concierge desk handles.

Why the Desk Stopped Working

Several forces killed the traditional concierge model:

Staffing economics. A full-time concierge is an expensive line item. Many hotels eliminated the role during the pandemic and never brought it back. The ones that did struggle to fill the position with someone who has genuine local expertise, not just a stack of brochures.

Guest behavior changes. Modern travelers research on their phones before they ask anyone in person. By the time they would approach a concierge desk, they have already formed opinions from Google, TripAdvisor, and Instagram. The desk is a backup option, not a first choice.

Operating hours. The concierge desk is staffed 8 to 12 hours a day. Guests make dining decisions at all hours. A couple deciding on dinner at 9 PM is not going to wait until the desk opens tomorrow morning for a recommendation.

Inconsistency. Even when the desk is staffed, the quality of recommendations depends entirely on who is working that shift. One concierge might have deep relationships with the best restaurants in the neighborhood. The next shift might have started two weeks ago and barely knows the area.

What Is Replacing It

The replacement is not a single technology. It is a combination of tools and touchpoints that collectively do what the concierge desk used to do, available 24/7, personalized, and scalable.

The digital concierge market has reached $509 million globally and is growing at a 7.4 percent CAGR (Grand View Research, Digital Concierge Market Report, 2025). That growth reflects real demand from hotel operators who recognize the gap between what guests need and what the front desk can provide.

Canary Technologies reports that 60 percent of routine guest inquiries can be handled by digital concierge tools without any staff involvement (Canary Technologies Hotel Operations Report, 2025). Things like "What time does the pool close?" and "Where is the nearest pharmacy?" are resolved instantly, freeing up whatever front desk or concierge staff you do have for higher-value interactions.

But handling inquiries is table stakes. The real opportunity is not answering questions. It is influencing decisions.

The Problem with Generic Digital Concierge Tools

Most hotel digital concierge products on the market today fall into one of three categories, and all three share the same fundamental flaw.

Category 1: The FAQ Bot

These tools are glorified FAQ databases wrapped in a chat interface. Guests can ask questions and get pre-loaded answers about hotel amenities, hours, policies, and nearby points of interest.

The problem: FAQ bots are reactive. They answer what the guest asks but never proactively suggest anything. A guest who does not think to ask about your chef's table experience will never hear about it. The bot sits there waiting, and most guests never initiate a conversation because they already have Google in their pocket.

Category 2: The City Guide

These tools provide a curated directory of local restaurants, attractions, and activities. Think of a digital version of the old three-ring binder that used to sit on the concierge desk.

The problem: city guides treat all recommendations equally. Your hotel's own restaurant sits next to the competitor restaurant down the street. There is no priority, no routing, no strategic intent behind the recommendations. The guest sees a flat list and picks whatever looks good, which is exactly what they would do on Google anyway. You have just replaced one undifferentiated list with another.

Category 3: The AI Chatbot

The newest category uses large language models to have natural conversations with guests. Guests can ask anything and get a surprisingly articulate response.

The problem: AI chatbots are trained on public data, which means they recommend whatever is popular in the area according to the internet. Your hotel's outlets may not even appear in the chatbot's recommendations if they do not have a strong independent online presence. The chatbot might enthusiastically send your guest to a competitor restaurant because it has better Google reviews. The irony of paying for an AI tool that recommends your competitors is not lost on the operators who have tried this approach.

The Common Flaw

All three categories share the same fundamental flaw: they are designed to help the guest find anything, instead of being designed to route the guest toward outcomes that benefit both the guest and the hotel.

This is not about manipulation or hiding options from guests. It is about curation. A great human concierge did not hand guests the Yellow Pages and say "good luck." They said, "Let me tell you about three places I think you will love." Those three places were always strategically chosen.

A digital concierge should do the same thing, at scale, 24/7, personalized to each guest.

When Your Concierge Recommends Your Competitors

This is the scenario that should keep hotel GMs up at night.

According to TripAdvisor's own research, 73 percent of hotel guests choose restaurants based on Google or TripAdvisor rather than hotel recommendations (TripAdvisor Dining Discovery Study). That means nearly three out of four guests are making their dining decision through a channel the hotel does not control.

The Revenue Leak Is Enormous

Think about the math for a 200-room hotel at 80 percent occupancy with an average of 1.8 guests per room.

That is 288 guests per night. If 73 percent of them choose dining through Google or TripAdvisor, that is roughly 210 guests per night making dining decisions without any input from the hotel.

If those guests spend an average of $50 per person on dinner, that is $10,500 per night in dining spending that the hotel had zero influence over.

Over a year, that is $3.8 million in guest dining spend that could have been routed to on-property outlets or commission-earning partner restaurants.

Even capturing 20 percent of that leaked spend would be worth $760,000 annually. For a hotel group with 10 properties, you are looking at $7.6 million in recoverable revenue.

Why Guests Default to Google

Guests do not ignore hotel recommendations because they distrust hotels. They ignore hotel recommendations because hotels make it too hard to find them.

Here is the typical guest experience today:

1. Guest checks in. Front desk mentions "we have a great restaurant on the second floor" while handing over key cards.
2. Guest goes to room, unpacks, takes a shower.
3. Thirty to sixty minutes later, guest is deciding on dinner. They have already forgotten what the front desk said.
4. They pick up their phone, open Google, search "restaurants near [hotel name]."
5. Google shows them 10 options. The hotel's restaurant might be one of them, but it is competing on equal footing with every other restaurant in the neighborhood.
6. Guest picks based on reviews, photos, and distance.

The hotel had one chance to influence this decision (step 1) and it was a throwaway comment during a 90-second check-in interaction. By step 4, the hotel is out of the conversation entirely.

The Partner Problem

It gets worse for hotels that have informal partnerships with local restaurants. Many hotels maintain relationships with nearby restaurants for overflow dining, guest recommendations, and sometimes commission arrangements.

But those partnerships only generate revenue when guests actually go to the partner restaurants. If the concierge desk is closed, if the guest never asks, if the front desk forgets to mention it, the partnership generates nothing.

A 200-room hotel might have partnerships with six excellent restaurants within walking distance. If none of those restaurants appear in the guest's discovery flow, those partnerships are dead weight.

Even "Digital" Concierges Send Guests to Competitors

Here is the part that really stings. Hotels that have invested in digital concierge solutions are often making the problem worse. Their AI chatbot cheerfully recommends the competitor steakhouse down the street because it has 2,000 Google reviews and a 4.7-star rating. The hotel's own steakhouse, with 300 reviews and a 4.3 rating, does not even come up.

The technology is working exactly as designed. It is just not designed to serve the hotel's interests. You have essentially paid for a tool that accelerates the revenue leak.

What a Guest-Routing Digital Concierge Looks Like

A guest-routing digital concierge is fundamentally different from a generic one. Instead of being built to answer any question a guest might have, it is built to proactively guide guests toward specific dining and experience outcomes.

The Core Principles

Priority hierarchy. Recommendations follow a clear priority order. On-property outlets first, then strategic partners, then general area recommendations. This does not mean hiding options. It means leading with the best options, which happen to be the ones the hotel has the most control over and earns the most from.

Proactive, not reactive. The system does not wait for the guest to ask. It pushes relevant recommendations at the right moment. A dinner suggestion at 4 PM. A spa offer when the guest's calendar is open. A brunch recommendation the morning after check-in.

Personalized by guest profile. A business traveler gets different recommendations than a family on vacation. A couple celebrating an anniversary gets different suggestions than a group of friends on a golf trip. The digital concierge should use the guest data collected at booking and check-in to tailor its recommendations.

Trackable. Every recommendation should be measurable. Did the guest see it? Did they click? Did they make a reservation? Did they show up? Did they spend? Without this tracking loop, you have no way to optimize the system or measure ROI.

What the Guest Experience Looks Like

Here is the guest-routing concierge experience, step by step:

Before arrival: The guest receives a pre-arrival message with a curated set of recommendations. "Here are three dining experiences we have reserved exclusively for our guests this week." The emphasis is on exclusivity and curation, not on a generic restaurant list.

At check-in: The guest is offered a digital pass (wallet pass) that serves as their concierge for the stay. One tap to add it to Apple Wallet or Google Wallet. No app download required.

During the stay: The wallet pass and associated digital touchpoints proactively surface recommendations based on time of day, guest profile, and what they have already done. Had breakfast on-property? The system does not recommend breakfast again. It is 4 PM and they have not made dinner plans? A push notification arrives with three dinner options, led by the property's signature restaurant.

At partner restaurants: When the guest redeems an offer or checks in at a partner restaurant, the hotel earns a commission or at minimum captures the data. They know exactly where their guest dined, what they spent, and whether the experience met expectations.

Post-stay: The data feeds back into the guest profile. Next time this guest books, the hotel already knows they prefer Italian, they went to the spa, and they loved the rooftop bar. The next stay's recommendations start from a smarter baseline.

The Difference Is Intent

A generic digital concierge answers: "Here are 20 restaurants near the hotel, sorted by rating."

A guest-routing digital concierge says: "Based on your anniversary trip, we think you will love our Chef's Table experience tonight (two spots left), or for something more casual, our partner restaurant Osteria Mare has a terrace table reserved for our guests."

The first is a search engine. The second is a concierge.

Implementation: From Hotel Check-In to Restaurant Table

Implementing a guest-routing digital concierge is not a single software purchase. It is a workflow redesign that touches check-in, guest communications, F&B operations, and partner management. Here is the step-by-step playbook.

Step 1: Audit Your Current Recommendation Flow

Before you build anything, map out how guests currently discover dining and experiences at your property. Walk the guest journey from check-in to checkout and document every touchpoint where a recommendation could happen:

• What does the front desk say about dining options?
• Is there printed material in the room?
• Does the in-room TV have dining information?
• Does the property have a website or app page for guest recommendations?
• Is there a concierge desk? What hours is it staffed?
• How do guests currently find partner restaurants?

You will probably find that the current flow is fragmented, inconsistent, and largely passive. That is the baseline you are improving from.

Step 2: Define Your Priority Restaurant List

Create a tiered list of dining recommendations:

Tier 1: On-property outlets. Your hotel's own restaurants, bars, and F&B experiences. These generate the most revenue and you have full control over availability, quality, and pricing.

Tier 2: Strategic partners. Restaurants you have a formal relationship with. Commission arrangements, reserved tables for hotel guests, special menus or pricing. These generate partner revenue and strengthen the guest experience.

Tier 3: Curated local picks. Restaurants you genuinely recommend based on quality, even without a formal partnership. Including these maintains credibility. A concierge that only recommends places the hotel profits from will feel transparently self-serving. Guests sense when recommendations are motivated by commission rather than quality.

For most full-service hotels, you want 3 to 5 Tier 1 options, 6 to 10 Tier 2 partners, and 5 to 10 Tier 3 picks. This gives guests genuine choice while creating a priority hierarchy that benefits the property.

Step 3: Build the Partner Infrastructure

For Tier 2 partners, you need formal agreements in place:

• Commission structure. Typically 10 to 20 percent of the referred guest's check. This can be tracked through unique reservation codes, wallet pass redemptions, or manual reporting.
• Reserved inventory. The best partner arrangements include reserved tables or priority seating for hotel guests. This gives the hotel something exclusive to offer, which dramatically increases guest conversion. A guest is far more likely to visit a restaurant if you can say "we have a table held for you at 7:30" versus "here is the phone number, call and see if they have availability."
• Quality standards. The hotel's brand is attached to every recommendation. Partners should meet clear quality, service, and cleanliness standards. Audit quarterly.
• Data sharing. Ideally, the partner shares guest check data back to the hotel so you can track spend and calculate RevPAG accurately.

Step 4: Choose Your Digital Delivery Channel

This is where most hotel digital concierge implementations succeed or fail. You can build the most beautiful curated restaurant list in the world, but if guests never see it, it is worthless.

The options, ranked by effectiveness:

Hotel app: The deepest functionality but the highest friction. Only 14 percent of hotel guests currently use digital keys via hotel apps (IDC FutureScape, Hospitality 2026), which tells you app adoption rates are low even for core functionality. Asking guests to download an app for dining recommendations is a losing proposition at most properties.

SMS/messaging: Higher engagement than apps because there is no download required. But messages are ephemeral. A dinner recommendation sent at 2 PM might be buried under other texts by 6 PM when the guest is actually deciding.

In-room tablets or TVs: Visible but passive. Guests have to be in the room and actively navigate to the dining section. Data from hotels with in-room tablets shows most guests use them for TV controls and checkout, not for dining discovery.

Wallet passes: The highest-engagement, lowest-friction option. A single tap at check-in adds a pass to the guest's phone. The pass persists on the lock screen. It can surface timely recommendations via push notifications. It requires no app download. And it feels native to the phone rather than like hotel marketing. This is the channel we will cover in depth in the next section.

Step 5: Train the Front Desk

Technology is the delivery mechanism, but the front desk is the onramp. The check-in interaction is where you enroll the guest into the digital concierge experience.

Front desk staff need to be trained to:

1. Briefly introduce the digital concierge concept during check-in.
2. Offer the wallet pass (or whatever digital channel you choose) with a clear value proposition: "This has our best dining picks and some exclusive offers for your stay."
3. Mention one specific recommendation that is relevant to the guest. "If you are looking for dinner tonight, our rooftop restaurant has a tasting menu that just launched."

This takes 15 to 20 seconds. It is not a sales pitch. It is a hospitality touchpoint that makes the guest feel taken care of. The key is to frame it as a service, not a technology. "Let me set you up with our digital concierge" sounds better than "Do you want to scan this QR code?"

Step 6: Measure and Iterate

From day one, track these metrics:

• Enrollment rate: what percentage of guests add the wallet pass or engage with the digital concierge
• Recommendation view rate: what percentage of enrolled guests look at dining recommendations
• Conversion rate: what percentage of viewers make a reservation or visit a recommended restaurant
• Revenue captured: total revenue generated at on-property outlets and partner restaurants from concierge referrals
• Guest satisfaction: dining experience scores in post-stay surveys

These metrics tell you whether the system is working and where to optimize. Low enrollment? Fix the check-in flow. High enrollment but low views? Your push notification timing or content needs work. High views but low conversion? Your restaurant lineup or offer structure needs adjustment.

Wallet Passes as the Delivery Mechanism

Wallet passes deserve their own section because they are the most effective delivery mechanism for a guest-routing digital concierge, and most hotel operators do not fully understand what they can do.

What a Wallet Pass Actually Is

A wallet pass is a digital card that lives in Apple Wallet (iOS) or Google Wallet (Android). You have seen them used for boarding passes, event tickets, and loyalty cards. In hospitality, they are the ideal container for the digital concierge experience.

A single wallet pass can:

• Display dynamic content (restaurant recommendations that change based on time, day, and guest profile)
• Send push notifications (a dinner suggestion at the right moment)
• Update in real time (new offers appear without the guest doing anything)
• Store offers and redemption codes (trackable through to the point of sale)
• Trigger location-based alerts (a notification when the guest walks near the spa or a partner restaurant)
• Persist on the phone's lock screen (visible without opening any app)

Why Wallet Passes Beat Hotel Apps

The math is simple. To use a hotel app, the guest must:

1. Find the app in the App Store or Play Store
2. Download it (requires Wi-Fi or data, plus storage space)
3. Create an account or log in
4. Navigate to the relevant section

To use a wallet pass, the guest must:

1. Tap a link or scan a QR code
2. Tap "Add to Wallet"

Two steps versus four or more, and zero download required. This is why wallet pass enrollment rates consistently outperform app download rates by 3 to 5x in hotel settings.

IDC projects that 25 percent of major hospitality brands will have unified digital wallet environments by 2030 (IDC FutureScape: Worldwide Hospitality & Travel 2026 Predictions). The early movers are deploying them now. The laggards will spend the next four years watching their competitors capture guest attention through a channel they do not own.

The Guest-Routing Wallet Pass in Action

Here is how a wallet pass serves as a digital concierge during a typical hotel stay:

Check-in (Day 1, 3 PM): Guest taps a QR code at the front desk or clicks a link in their check-in confirmation. A branded wallet pass is added to their phone in under 10 seconds. It shows a welcome message and highlights tonight's dining specials at the hotel's signature restaurant.

Pre-dinner (Day 1, 4:30 PM): A push notification appears on the lock screen: "Tonight at [Hotel Restaurant]: Pan-seared halibut with spring vegetables. Reserve your table." The guest taps, sees the full menu and a photo of the dish, and books a 7 PM reservation directly from the pass.

Next morning (Day 2, 8 AM): The pass updates to show breakfast options on-property plus a partner coffee shop across the street that offers a complimentary pastry with any coffee for hotel guests. The guest walks over, shows the pass, and the pastry is comped. The hotel earns a commission on the coffee purchase.

Afternoon (Day 2, 2 PM): The guest has not booked dinner yet. A notification surfaces three options: the hotel's Italian restaurant (Tier 1), a partner steakhouse with a reserved table (Tier 2), and a popular local seafood place (Tier 3). Each has a one-tap reservation link. The Tier 1 and Tier 2 options appear first, with a subtle "Hotel Pick" badge.

Spa proximity (Day 2, 3:15 PM): The guest walks through the lobby near the spa entrance. A geo-triggered notification offers 15 percent off a 60-minute massage for hotel guests, valid today only. The guest books.

Departure morning (Day 3, 9 AM): The pass shows a late checkout offer and a "Save 10% on your next stay" incentive. After checkout, the pass transitions to a post-stay loyalty pass that keeps the guest connected to the property for future visits. The hotel now has a persistent marketing channel that does not depend on email open rates.

Every step is tracked. Every recommendation is measurable. Every conversion is attributable.

Implementation With Regulr

Regulr provides the infrastructure for wallet-pass-based guest routing. Hotel groups use Regulr to:

• Create branded wallet passes for each property in the portfolio
• Load curated restaurant recommendations with priority tiers (on-property, partner, general)
• Schedule time-based push notifications timed to dining decision windows
• Track guest engagement from recommendation to redemption
• Manage partner restaurant commissions and reporting
• Aggregate data across multiple properties for portfolio-level RevPAG insights

The result is a digital concierge that lives in the guest's wallet, proactively routes them toward your highest-value dining and experience options, and gives you complete visibility into what is working and what needs adjustment.

Measuring Digital Concierge ROI

Investing in a digital concierge only makes sense if you can measure the return. Here is the framework for quantifying it across three dimensions.

Direct Revenue Metrics

Incremental on-property F&B revenue. Compare F&B revenue per guest before and after digital concierge implementation. Control for seasonality, rate changes, and group business fluctuations. A well-implemented guest-routing concierge typically drives 10 to 15 percent incremental F&B revenue per guest within the first six months.

Partner commission revenue. Sum of all commissions earned from guest referrals to partner restaurants and experiences. This is pure incremental revenue that did not exist before the program. Track it monthly and report it separately so leadership can see the partner program's standalone value.

Upsell revenue. Revenue from spa packages, experience upgrades, and premium dining offerings that were promoted through the digital concierge. Track total upsell revenue and attribute what percentage came through the concierge channel versus organic walk-up.

Recovered revenue from previously leaked spend. The hardest to measure but most conceptually important. Estimate total guest dining spend using industry per diems, then calculate what percentage you are now capturing versus baseline. This number frames the digital concierge as a revenue recovery tool rather than a cost center.

Efficiency Metrics

Guest inquiry deflection. Percentage of front desk or concierge inquiries handled by the digital tool. Based on Canary Technologies data, this can reach 60 percent for routine questions (Canary Technologies, 2025). Calculate the labor cost savings from reduced inquiry volume. A front desk agent fielding 15 fewer questions per shift is worth real money over the course of a year.

Staff time reallocation. With fewer routine inquiries, front desk staff can focus on higher-value interactions: resolving complaints, upselling suites, creating personal connections with VIP guests. This is harder to quantify but shows up in guest satisfaction scores and service quality ratings over time.

Guest Experience Metrics

Dining satisfaction scores. Survey guests specifically about their dining experience. Did they feel well-informed about options? Did they visit on-property outlets? Were partner recommendations helpful? Track these scores monthly and correlate them with concierge engagement data.

Overall stay satisfaction. Track whether overall NPS or guest satisfaction scores improve after digital concierge implementation. Properties that guide guests to better dining experiences tend to see halo effects on overall satisfaction. A guest who had an incredible dinner recommendation from the hotel rates the entire stay higher.

Repeat booking rate. Over time, track whether guests who engaged with the digital concierge are more likely to return. Personalized, helpful recommendations build loyalty in ways that generic service does not. The guest remembers the hotel that led them to an unforgettable dinner, not the one that handed them a brochure.

The ROI Calculation

Here is a simplified ROI model for a 200-room hotel:

Investment:

• Digital concierge platform (annual): $24,000 to $48,000
• Partner program setup and management: $12,000 to $24,000 (staff time)
• Front desk training: $5,000 (one-time)

Annual returns:

• Incremental F&B revenue (10% lift on $1.5M base): $150,000
• Partner commissions (15% on $300K referred revenue): $45,000
• Labor savings from inquiry deflection: $30,000 to $50,000

Net annual ROI: $170,000 to $220,000 on a $41,000 to $77,000 investment.

That is a 3x to 5x return, conservatively modeled, in the first year. For hotel groups operating 5, 10, or 20 properties, multiply accordingly. A 10-property group running this program consistently could expect $1.7 to $2.2 million in annual incremental value.

The RevPAG Connection

Digital concierge ROI ties directly to the RevPAG framework we covered in our RevPAG guide. Every dollar of incremental F&B revenue, every partner commission, every upsold spa package flows through to RevPAG. Hotels that track both RevPAG and digital concierge metrics can isolate exactly how much of their RevPAG growth is attributable to the concierge channel.

This creates a virtuous cycle. RevPAG tells you the total opportunity. The digital concierge gives you the lever to capture it. The measurement framework proves the connection and justifies continued investment.

What Gets Measured Gets Managed

The most important thing about measuring digital concierge ROI is not the exact numbers. It is the act of measurement itself. Once you are tracking where guests dine, how they discover restaurants, and what influences their decisions, you have a feedback loop that lets you continuously improve.

Most hotels today have zero visibility into guest dining decisions. They do not know if the guest ate on-property, went to a partner, or ended up at a competitor. Installing a digital concierge with measurement infrastructure gives you that visibility for the first time.

That visibility alone, even before you optimize anything, changes how you think about guest revenue and your property's role in the guest's total trip experience.

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The concierge desk is not coming back. The question is whether your hotel replaces it with a generic tool that answers questions or a strategic system that routes guests toward experiences that benefit everyone.

Guests want recommendations. They want to feel taken care of. They want to discover great restaurants without doing research. That has not changed. What has changed is the delivery mechanism.

A wallet-pass-based digital concierge that proactively surfaces your restaurants, your partners, and your curated picks at the moment of decision is the 2026 answer to a problem the industry has been ignoring since smartphones replaced guidebooks.

The hotels that solve this will capture more guest spending, build stronger partner networks, and deliver better experiences. The hotels that do not will keep watching their guests walk out the door and into whatever Google recommends first.

Regulr Team

Hospitality Technology Strategy

I spent 8 years running two restaurants in Denver before joining Regulr. I write about customer retention because I've lived every mistake in this guide.

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