If you offer your guests free wifi, you could be collecting valuable data as a result. Are you? As NextRestaurants reports, your wifi marketing can take off if you ask guests connecting to your wifi to log in using their email address or social media account information as opposed to a universal password. While it may feel Big Brotherish to some, this system can help you forge stronger connections with visitors who log in. (Upon signing on, visitors are taken to a landing page where you can offer them a discount on food or drink, or introduce them to your loyalty program.) This system can give you a much deeper understanding of who your guests are, how often they come and how long they stay, and what your most popular days and times are — particularly if you are able to integrate this data with your POS and build targeted marketing campaigns from it. (Need a wifi solution? Team Four can help with that, contact us anytime).
The images of menu items you share online need to sing — or at least motivate people to pay you a visit. While it can help to have a professional photographer do it, a couple of pros recently shared some food styling tips with Edible Manhattan that are easy for amateur photographers to implement. When setting up a shoot, try having an ice bath on hand to keep vegetables and herb stems looking fresh. A brush of olive oil can help food glisten. Use natural light when available and, to minimize shadows, a piece of white cardboard, or even a white cutting board or plate can serve as a makeshift reflector. While the colors in your dish are a focal point, you can accent them with table linens or glassware in similar (or complementary) colors. If there is a memorable spice or other seasoning used in the dish, accentuate it by adding seeds, sprigs or other natural elements to your photo setup.
Consumers tend to focus on negative reviews. As the New York Times article “You Can’t Really Trust Negative Reviews” points out, such reviews may help us better “understand risk and reduce our losses.” But on the flip side, such reviews may include inaccurate or vague recollections, represent a small cross section of guests, or be downright fraudulent. They also make it more difficult for restaurant operators to make amends. Hospitality Tech advises operators to use their own technology to quiet the noise of large online review sites. Prompt guests for feedback immediately after the meal, then share that feedback immediately with the pertinent people involved. Soon you’ll have hundreds of reviews at your fingertips (not just a handful of extreme reviews on Yelp). Connect those reviews with a server, product, and time of day and you will quickly be able to see patterns — and get a more accurate idea of what needs attention. You’ll be able to update menu items more confidently, adjust staff training, better reward great service and potentially resolve guest complaints before a guest even leaves your restaurant, salvaging your relationship with that person.
Your restaurant’s online presence can have just as much power as its in-person presence — particularly if guests check out your restaurant via your website, social media or online reviews before their first meal with you. To ensure you’re managing your online presence effectively, Restaurant Insider recommends you monitor and measure it like you would any advertising initiative. For example, by controlling your Google listing (companies like Menufy can help you make certain links more prominent), you can steer people in search of takeout food toward the provider that serves you best instead of spreading business across several of them. Second, use your reviews to build business. While a good review is always welcome, your professional and calm response to a bad review can send a positive message about the service you deliver and your dedication to improving upon the experience you provide. Finally, your most loyal patrons (not so much the ones finding fault with a meal) should take priority when it comes to being offered free drinks or other special deals on menu items. Use your online loyalty program to take care of the people who already support you and are much more likely to continue to give you their business. While sometimes it’s necessary to offer a freebie to a guest who has had a bad experience with you, it’s just as important to make sure the person feels you have heard their feedback and are committed to making their next experience with you more positive.