At MURTEC 2025, industry experts came together to discuss the power of real-time data in restaurant operations. The panel, featuring Clark Matthews, SVP and CIO, El Pollo Loco, Tom Seeker, CTO, Ziggi’s Coffee, and Meredith Laurans, Accounting Systems Manager, SPB Hospitality, explored how different restaurant brands are leveraging data to improve inventory management, labor efficiency, and customer engagement. While real-time data is a game-changer, the panelists emphasized that its effectiveness depends on how it is collected, standardized, and applied.
Defining Real-Time Data: Context Matters
One of the key takeaways was that “real-time” is not a one-size-fits-all concept. For some brands, like Krystal Restaurants, real-time means next-day data due to multiple point-of-sale (POS) and back-office systems. Seeker noted that real-time data varies widely between mom-and-pop operations and enterprise-level chains, stressing the importance of understanding how data is consumed before determining how to collect and store it. Matthews highlighted that at El Pollo Loco, real-time insights help manage labor compliance, particularly in states like California, where break time regulations require close monitoring.
Standardizing and Aggregating Data Across Systems
Many restaurant brands operate with multiple POS systems, making data standardization a challenge. Laurans explained that Krystal Restaurants has been working toward defining data in a uniform set to create a more accurate and actionable view. Seeker echoed this sentiment, emphasizing the goal of achieving a “single pane of glass” where all data is aggregated, manipulated, and reported in one place. “Cash is not king—data is king,” he said, emphasizing that having consolidated data allows brands to make strategic adjustments without manual intervention.
Turning Data into Actionable Insights
The discussion also covered how restaurants can transform data into meaningful action. Matthews shared how El Pollo Loco uses real-time menu sales data to create competition among locations, showing restaurants how they compare in selling specific items like chips and guacamole. Discount reporting was another focal point—by analyzing discount usage across divisions, brands can identify discrepancies and ensure promotions are being applied effectively.
Seeker highlighted a common challenge in marketing: evaluating the profitability of coupons and promotions in real time. “If your restaurant is filled with coupon customers who would have paid full price, you’re losing revenue,” he explained. By analyzing coupon usage and customer behavior, restaurants can adjust discount strategies dynamically.
External Factors and Predictive Insights
Beyond internal operations, external factors such as weather and local events also play a significant role in sales forecasting. Seeker shared how Ziggi’s Coffee uses historical weather data to determine the best times to promote cold drinks like Dirty Sodas in Colorado. Similarly, Matthews noted that El Pollo Loco considers community events, such as swap meets, to anticipate sales fluctuations.
Laurans added that Krystal Restaurants tracks major events like the Super Bowl and NBA championships to correlate traffic and sales volume. However, Seeker warned that anomalies—such as an unexpected surge in guests after a local high school team wins a big game—can create misleading trends if not properly contextualized. “Real-time data is only as good as your ability to compare it,” he said, urging restaurants to measure consistently and refine their approach over time.
The Role of AI and Automation in Data Analysis
Panelists also discussed how AI and automation are reshaping data analysis. Seeker shared that Ziggi’s Coffee employs AI tools to analyze customer feedback, identifying trends such as growing demand for almond milk. While customer feedback is valuable, he cautioned that operational changes should always be balanced with financial viability. “Making customers happy is great, but losing money to make them happy generally isn’t,” he said.
At El Pollo Loco, Matthews highlighted the use of internal software to extract and analyze data, while Seeker noted that Ziggi’s has been leveraging Microsoft-based automation to pull data into a centralized warehouse. Standardization, he emphasized, is crucial—when data systems are aligned, it becomes easier to integrate best-in-class tools without overhauling existing infrastructure.
Looking Ahead: The Future of Real-Time Data
As restaurants continue refining their data strategies, Matthews expressed a desire for real-time labor scheduling that accounts for weather-driven sales fluctuations. Seeker encouraged brands to start thinking ahead, evaluating their current data environment and planning for standardization. “We know what the right thing to do is, but we don’t always do it because it’s too hard,” he admitted. However, investing in a structured data approach today can yield long-term benefits in operational efficiency and profitability.
The session underscored that while real-time data holds immense potential, its true value lies in how effectively it is analyzed, standardized, and acted upon. Restaurants that prioritize data-driven decision-making will be better positioned to optimize operations and stay ahead in an increasingly competitive landscape.
