Last year, more than 52 percent of all web traffic around the world came from mobile devices, according to Statista. Do your website’s visuals and text come across well regardless of whether a person is visiting your site on a phone, tablet, laptop or desktop computer? As Next Restaurants reports, if you have a traditional fixed website as opposed to a responsive one, your site’s images may be distorted or other content may get cut off altogether when people visit your site on a mobile device. What’s more, Google gives priority to responsive sites. You need one to ensure you’re appearing near the top of web searches. Once you convert your existing site to a responsive one or build a new one, ask an objective source to scroll through your site to ensure your graphics or other visuals don’t make navigation more difficult. Next Restaurants advises you give any important call-to-action items prime position on your homepage — email or loyalty program sign-ups, events or other key promotions should be easily viewable on a mobile device. While you’re at it, make sure your site is optimized for key words and SEO. Thanks to Google, consumers can make very specific searches on the Internet and get accurate results (research from the Hubspot indicates that 50 percent of web searches are four words in length or longer). That means your keywords should reflect that specificity. Instead of keywords as simple as “Italian food,” think “best Italian food in West Village.” For help, The Rail suggests using Google’s AdWords’ Keyword Planner to find popular search terms and to identify words and phrases that your competitors are using.
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.
There is a new way for Google to help you connect with your guests. The company just announced some enhancements to Google Lens, its image recognition software, that may change the consumer experience of eating at restaurants, according to a report from The Verge. Consumers who either have Google Pixel phones or a Google Lens app can point their phone’s camera at your menu, and the Lens will highlight your most popular dishes and be able to call up photos and reviews of individual dishes via Google Maps.
Conventional wisdom says that people who want a harmonious relationship shouldn’t go to bed angry, right? Toast is now applying that logic to negative restaurant reviews. The company commissioned a study that found that 65 percent of one-star reviews on Yelp were posted within one day of a dining experience. To use that one-day window as an opportunity for customer retention, Toast created Toast Guest Feedback, a new guest feedback platform that sends a text to a manager whenever their restaurant gets a one-star review. Often times this will allow the restaurant to correct problems in real time, deescalate customer concerns and avoid losing those customers permanently.
Could your Instagram presence carry more weight than your Yelp reviews? Instagram influencers are surpassing Yelp Elite — the review site’s subgroup of users that Yelp has recognized for their quality recommendations and reviews, among other qualities — according to a recent Eater report. Considering a Fundera poll that found that 69 percent of millennial diners photograph their food before eating it, Instagram’s power makes sense. It is an ideal platform for you to benefit from user-generated content if you create the right conditions for it. To help boost your Instagram presence, Next Restaurants suggests you add some eye candy — have one distinctive visual element in your restaurant that belongs in photos. That could be accomplished with eye-catching flowers or plants, unusual art or wallpaper that serves as a memorable backdrop, seasonal décor, or unique signage. Add photo-friendly lighting, attractive plates and food presentations, and you have the components you need for compelling photos. Then entice guests with a freebie or discount in exchange for posting a photo with your hashtag and geotag, along with tagging your account. When you have a special event or a new menu to promote, up the ante by running a contest that awards a gift certificate as a prize for the best post. When your guests post content, be sure to do your part and like, comment and share their posts (with credit) to build on your connection. If you know of some Instagram influencers who resonate with your target market, it may be worth your while to invite them in for a free dinner when you want to make a big splash for a grand opening or a rebrand.
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.
Everyone loves a game — and concocting some simple ones can help you drive traffic and interest in your restaurant. Have a new menu for 2019? Next Restaurants suggests creating Instagram polls, quizzes, word plays or crosswords to encourage people to guess what new items you’ll be adding. Offer points or discounts to the first x number of people who guess correctly. If you need some contest ideas to incentivize people to engage, challenge people to suggest a new appetizer or creative burger topping, put it to a vote on Instagram and feature it for a limited time on your menu. Or, offer an experience that would make for a fun night out with a group: A cooking class with your chef, a food photography workshop with a professional, or an evening of food/wine tastings with a sommelier.