Restaurant groups can view diners' order history

Harrods, London's most iconic department store, is partnering with restaurant-technology company SevenRooms to capture key data about their customers. This includes whether they showed up to their booking, what they ordered, and whether they're big spenders.

SevenRooms' software allows restaurants to take online orders, manage bookings, and gather feedback from guests about their visits — and then use the data from this to advertise promotions and market events.

They can even personalize diners' restaurant experience by recommending wines they know they like or remembering their allergies.

Harrods is rolling out the software at 14 of its food and beverage outlets, and data collected at each restaurant will be shared with the others.

"Our aspiration is to tailor every element of the experience to our customers' needs, so the more information we have the more successful we can be in this," Ashley Saxton, director of restaurants at Harrods, told Insider.

"This could be one of our head chefs surprising a returning guest with a birthday cake, the staff inviting customers to return for an annual celebration, or even something as simple as their favorite newspaper waiting for them at their routine morning booking," he said.

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