What is an active customer?

What is an active customer?

 Active Customer Base

  • Customers who have ordered from your restaurant or registered in the last 12 months.
  • Classified into:

Active:

Active customers are those who placed their most recent order within the active window, which is defined as the period during which 90% of customers typically place a repeat order. 


At Risk:

Customers in the bottom 10% of ordering frequency, indicating they might stop ordering soon but still have the potential to return.

Lost Customers:

  1. Customers who fall outside the active and at-risk categories.
    • These customers are classified as lost, they are statistically very unlikely (0.2%) to order again.



An active customer is anyone who has ordered from your restaurant in the last 12 months. They could have ordered through the website, App or even through Switchboard. 


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