​How direct is your marketing?

In the competitive environment restaurants are operating in right now, there is constant pressure to have a consistent presence on social media, provide enticing offers that encourage loyalty, convert business from third-party delivery apps – the list goes on. But in the rush to change consumer behaviors, there is also a lot of noise. Amid the constant promotion of restaurants, what’s often missing is a clear, compelling call to action. At each step of your outreach to the public, what are you hoping your guests and followers will do? As you gain followers on Instagram, for example, what is the next action you want people to take? Download your app? Then provide a visual guide in a form of a quick video or carousel of images that shows them exactly how to do it. Join your loyalty program? Tell them why it’s a good idea and how they can sign up. Place an order? Provide them with brief directions on the most friction-free way to do this. With everything, focus on compelling visuals and succinct text. Your restaurant should have its own internal calls to action. When you receive orders from third-party delivery companies, how are you taking steps to convert them to direct business? Consider placing a note in each bag that encourages them to order directly from you next time – and why that helps you and them. When they follow up by ordering from you directly, respond to that business with a prompt, personalized offer that immediately demonstrates a guest benefit (and minimize your involvement with automation tools – Bikky is one example – that can help you engage guests after an order).

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