Late last year, Forbes conducted a survey of 500 consumers in Generation Z – those aged 15 to 24 – to get a sense of how they interact with restaurants – and what promotional strategies work best with them. Not surprisingly, the approaches that resonate with them are far different from those that, on average, appeal to the generation before them. All of this is to say that your marketing strategy should evolve in step with your customer base to ensure it continues to provide a return on your investment – especially at a time when every dollar in your budget needs to count. Many operators are using everything from their website to social media platforms to email lists to market their restaurant to guests. But these channels may not be rewarding your business equally. Managing your restaurant’s marketing data streams via a one-stop social wifi platform that integrates with your existing wifi network can help you determine which channels serve you best. For example, how are people finding your website? What pages do they visit and how long do they stay? Is your email newsletter opened at a higher rate than the blog entry you post on social media? Do people engage more with your Instagram stories than with your Facebook posts? Having a solution that combines your data, helps you deliver content across multiple channels, and then allows you to analyze it in one place can help you adjust where needed and expand on what is already working.
Even as restaurants around the country reopen their dining rooms, the experience of sitting down and enjoying a meal with someone – nevermind as a group – likely won’t be quite the same for a while. But at a time when people are sorely missing the restaurant experience – and operators are straining to make the numbers work – can you assess the best parts of your pre-pandemic service and brand and virtualize them somehow? The chef and restaurateur Barbara Lynch told Food & Wine that she has been developing virtual cooking classes and demonstrations, and is thinking about creating a virtual restaurant concept as a partner business. Virtual reality (VR) dining experiences are even happening – and while they’re currently offered at a high price point, costs are likely to fall as adoption of VR and 5G technology expands. Even if you’re not ready for that, it’s time to assess the elements that make your brand memorable – from your music selection to your servers’ quirky personalities to the art on your walls – and determine how to deliver those things to guests online and in their homes.
Word-of-mouth marketing is any restaurant operator’s goal: According to Nielsen, 92 percent of consumers trust recommendations from friends and family over all other forms of marketing. If you can create the conditions at your restaurant that inspire user-generated social media content, you’re a big step closer to getting that user’s friends and family in the door too. NextRestaurants offers some tactics to help. First, boost your visual appeal. Fresh flowers, unusual interior/exterior design, stand-out artwork, special holiday décor and artful plating of menu items can all inspire the taking (and posting) of photos. You can also try the carrot approach: Offer a free coffee to anyone who posts a photo with your hashtag and geotag. Or, create a contest that challenges guests to submit photos and anecdotes of experiences with your brand, select your favorite entry and reward the winner with a gift certificate. Make it easy for guests to post content. Your brand name, logo and hashtag should be visible on such places as your menu, dishware, tables, decorations and the mirrors in your restroom (a favorite place for selfies, believe it or not). Once guests post content, mention and tag them when you repost it – not only does it help you avoid copyright infringement, but it will also help you forge a stronger connection with your guest.
About 40 percent of people discover food and restaurants through websites, blogs or social media, according to research from Valpak. Tapping into social media influencers can help you get some business from local consumers — but how can you get the right kind of attention from those gatekeepers? An Entrepreneur report suggests avoiding the big fish in favor of smaller, more local influencers who have enough followers to deliver an impact but not so many that they won’t notice you. Take a look at their engagement rates and make sure each one of their posts garners sufficient engagement (e.g. Valpak advises that if only 2 percent of their 100,000 followers comment on or like a post, it may not be worth your while to connect with them). Make an effort to do some background research on the person’s values and overall brand to make sure your business aligns accordingly, and take note of what the person likes and dislikes so you’ll have a sense of who they are before you ask for any favors. On that note, always give before taking. That could mean doing something as simple as sharing the person’s post, or making pertinent comments on their blog posts that help further the conversation in a productive way. If you make a request, respect their time and if you don’t get the kind of response you’d like, be patient and move on until you find the right match.
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.
If your restaurant does not have a blog — or could stand to improve its existing one — now is a good time to work on it. A solid blog presence will make your website more of a destination for consumers at a time when they are eager to interact with restaurants online. (A Technomic survey found that 42 percent of consumers said they would choose one restaurant over another if it offered the ability to order online.) A strong blog can be a hub for your other content, referencing your social media accounts and featuring the kinds of images and personality that infuse your website with your restaurant’s atmosphere. To build engagement via your blog, Next Restaurants suggests you first set it within the right URL structure — i.e. host it on your website via a subdomain or subdirectory. Next, think about the kinds of terms people would use when searching for your restaurant online so that your blog content meshes with what terms people are using to search for restaurants like yours. A search term such as “restaurants with creative cocktails” might spark an idea for a blog about how you weave local, seasonal ingredients into your beverage menu — or a recipe for how guests might make their own version at home. There are some blog post-building tools available online if you need more help in triggering ideas. Finally, don’t be a stranger. While you don’t have to post content daily, you should post at least once a week. Each year or each season, you can take a look at what’s happening on your menu or with events you have planned and then write (or outsource the writing of) a large chunk of related blog content at once. When business is busy and you don’t have time for pulling together a post, you will have a ready supply of content to choose from throughout the year.