 The reach of social media can make it easy to reach people far from where your business is operating – and to be sure, it has helped some brands expand to new audiences as a result. But that opportunity for scale can be a distraction if there is more you can be doing to connect with the people who live in your neighborhood. A recent Forbes report notes that more restaurants are refocusing their marketing on their local communities, while also reaping benefits from technology that can capture business from the area. There is good reason for it because local marketing efforts have a lot of potential power right now: Research has found that nearly half of all Google searches include local intent and 97 percent of users search online to find a local business. When they do, nearly 25 percent of all clicks and mobile taps end up going to the first result listed in a local business search. To take best advantage of potential sales in your community, make sure you’re appearing high up in local online searches. Your Google My Business listings, use of local keywords, and positive guest reviews can all help boost your local SEO. Think of your local community and culture when you are planning your menu, sourcing special ingredients to feature, and considering who can appear at your events and help you get the word out about them. Mine your data to better understand cultural preferences and seasonal demands as you craft promotions. On social media, use geo-targeted ads and engage with the networks to interact with guests and encourage positive reviews. When global events occur that you want to support in some way, act locally by supporting or promoting a related local cause.
 In recent weeks, gas prices have hit all-time highs in the U.S., with the average price of regular, unleaded gas reaching $4.25 per gallon in March, according to AAA. The high prices, along with record-high inflation in general, have started to impact consumers’ buying decisions. A recent Restaurant Dive report said that consumers have been driving shorter distances to go to quick-service and full-service restaurants alike – opting for those within a five-mile drive as opposed to venturing to those over 30 miles away. Gas prices aren’t likely to come down soon, so it’s worth zeroing in on hyper-local guests as you plan promotions. Are there upcoming events in your neighborhood that could generate traffic for you if you offered a related promotion? Does your customer relationship management system have the capability to send offers to people who happen to be within a small radius of your restaurant? If your best guests aren’t located right in your neighborhood, could you explore offering your food at festivals or other venues that feature a wide mix of food options and are more apt to draw people from a distance? It’s also a good time to dial into your neighborhood a bit more and partnering with local businesses and other organizations to demonstrate your commitment to your community – being front-of-mind with the consumers closest to your door could help you stabilize business during uncertain times.
 As the pandemic has called for people to work, learn, eat and shop from home, attitudes about the best places to live have shifted too. The suburbs and some rural areas have experienced a lift as people have left cramped urban quarters behind. A survey conducted by Zillow last spring found that the rise in remote working was generating a property-buying spike in suburbs and smaller cities. What’s less clear is how temporary that suburban shift will be. As a result, it’s become a bit more difficult for restaurant operators to know who their customers are – and how their preferences may differ from those in pre-pandemic times. Your in-store technology should be providing real-time updates to help you manage business day to day, but it’s important to keep an eye on the larger picture too. Datassential’s Firefly database is one new tool that lets users examine the restaurant landscape in any city or geographical region. It pulls from demographic data including average household income, median age and other factors to help operators get a better sense of how their community is changing – and how they will have to adjust as a result. Overall, the suburban shift has much to offer restaurant operators, including greater flexibility with space, lower costs, and less competition from other chef-driven concepts. A recent report from US Foods says succeeding with
current suburban diners is about offering value and variety, while accommodating their interest in being adventurous. |
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