The restaurant business is booming like never before. But both the nature of the business and the ways in which it can be marketed have evolved dramatically over the last decade – largely as the result of online content and communication.
Social media food snaps, culinary bloggers, and “foodie-holiday” fans have turned the evening meal into something worth travelling for, tweeting about, and paying top dollar for – even if just “for the ‘gram”.
So how can you make the most of your marketing budget to generate a buzz and put yourself on the map? If you’re looking for some ideas, check out the list below to get you started.
What is Your Story?
The key to marketing any business in the fast-paced world of social media content is distinguishing your service (novelty always helps) and delivering it with an impact. This means communicating your story, making it personal, and sticking in people’s minds.
What experience are you selling and why? Do you serve authentic Italian cuisine? Is your grandmother Italian, do you use her original recipes from the old country? Do you import the finest, freshest ingredients from your unique supplier? Do you serve best darn pizza this side of Naples?
If you think about these details and communicate them to your audience, it gives them something to talk about. So when the question of where to eat comes up, they can go: “Well, there’s this exciting new place I just heard about…”
Invest in Your Website
The first thing a prospective customer will do after hearing about an interesting restaurant, is check out their website. It is their first contact with your business. And they won’t just be scrolling through the menu or drooling over mouth-watering photos of the dishes (though these are extremely important).
You will also be judged on the visual aesthetic and user experience of your website. And these days – it’s almost as important as the decor of your actual premises.
So it is worth investing some real time and money on making your website stylish, easy-to-use and “on-brand”. Again, it’s all about telling a coherent, unique story and demonstrating attention-to-detail.
Because there’s a wealth of choice out there, and if your website doesn’t cut the mustard, prospective customers will move onto something more exciting.
Put Yourself on the Map – Literally
This is a simple one – but it’s pretty important. If you haven’t done so already, get your restaurant on Google Maps.
Not only will this open up lots of opportunities in terms of delivery services and food apps (DoorDash, PostMates, UberEats, to name a few), it will also help customers locate you quickly and easily, even if they don’t know the area.
Getting your restaurant on Google Maps is easy. Either ‘claim’ an existing listed business and update the information, or go to Google.com/business and get yourself registered.
Google can also help you optimize your Search Engine Optimization (SEO) – a method for increasing your ranking on popular search engines. This means when someone googles: “local Italian restaurant” you’ll be nearer the top of the search, rather than ten pages deep.
Make Use of Social Media
Facebook, Instagram and Twitter are a marketing dream for any new business. If you’re not already acquainted, get yourself set up on each platform, check out what your competitors are doing, and start posting some content.
One of the great advantages of the restaurant business is that people never tire of looking at pictures of delicious food. But the real trick is getting your customers – or better yet, bloggers and influencers – to share pictures for you. They will have a bigger, fresher following, and might have the power to turn a visit to your restaurant into a must-see event.
So reach out to the right people, offer a free meal in exchange for some coverage, and make sure your food looks beautiful! Because if it catches the eye, it will be shared that much wider.
Get To Know the Locals
Will all this talk of global social media, it can be easy to get distracted from your core customer base – your locals.
There are a number of reasons why it’s worth investing real time and money in local customers and business owners. Not only will an impressed local invite visiting friends for dinner, and recommend your restaurant to colleagues and customers, they may also be able to introduce you to useful contacts and suppliers.
But most importantly of all, a restaurant which is loved and respected by the local community will have a warmer, more welcoming atmosphere. It will be full all year round. And it will provide an authentic experience for out-of-towners that will make it worth the visit.
So offer discounts and tasters to local community leaders, help them out when you can, and ask them to spread the good word. Because it’s just as important to embed your business in the local area as it is to promote yourself online and beyond.
- This post has been written by an outside source – See Disclosure Policy
