21 Jun

Posted at 16:09h in Restaurant Marketing, Social Media Marketing

If you’re a local restaurant owner, we feel your pain. It’s been a tough year and a half dealing with the COVID-19 pandemic, and now that the nation is beginning to reopen, there is a lot of pressure to bring more clients through your doors. But, where do you spend your limited advertising budget? You could produce lots of fancy TV and radio ads or advertise in local newspapers and magazines; however, all of these channels are expensive and hard to track. Social media is an affordable channel that you can control. With a bit of originality, you can leverage social media to bring the diners back.

 

 

Three Facts About the State of the Post-COVID Restaurant Industry

The rampage from the pandemic hit the restaurant industry more than any other sector of the economy in 2020. The National Restaurant Association reports that sales were $240 billion below the pre-pandemic forecast before the pandemic hit. More than 110,000 eating and drinking places closed temporarily or for good. At the peak of the pandemic, over 8 million workers were laid off. The good news is that most of the bad news is behind us, and the economy is surging back despite particular food, equipment and labor shortages.

Benefits of Using Social Media for Your Restaurant

Benefits of Using Social Media for Your Restaurant
The days of depending on a good location and splashy billboard are over. Consumers are pickier than ever, and they look to their friends and neighbors to suggest new places to eat and drink. Today, social media networks connect hundreds of millions of computer users and are used daily to obtain news, shop for products and suggestions for places to eat. Social media users love to share restaurant reviews and often record videos and audio recordings — or podcasts — to make their opinions heard. You can spread the word by posting articles on social media sites like Facebook, post images on Instagram, videos on YouTube and reviews on Yelp. All of these networks are free to use. If you want to increase your reach, social media advertising is a cost-effective way to put your message in front of your future patrons.

How Viral Videos Can Put Your Restaurant on the Map

When social media users like something, they share it. When enough people share an article or view a video, it spreads like wildfire or, in other words, goes viral. While many people may not prefer that term, viral videos generate a life of their own, often becoming their own story. YouTube and TikTok are the two most popular video networks. When videos go viral, traditional media and cable networks create their own stories or broadcasts based on the social media phenomenons. Many people like to visit restaurants and share their thoughts with their video articles or vlog. You can create your own video blog or encourage your better customers to record their own. Some vloggers become so popular that they get sponsored by restaurant chains or food brands to cover their production costs.

Restaurant Marketers Can Create Their Own Social Media Campaigns

It’s easy to create a social media page or share messages on Twitter. It’s free to create an account and easy to write short posts about food-related topics. Direct promotion is often frowned on by social media audiences. Be sure not to make the mistake of being overly promotional and attract bad reviews, which can have a negative effect on your business.

Social Media Advertising vs. Traditional Media Advertising

There was a time when advertising your restaurant on the local radio station or newspaper guaranteed a way to bring in traffic. But today, social media has surpassed traditional media for researching products, and global social media ad spending has grown by 50% in a single year.

Social Media Attracts All Generations

There is something for everyone in social media, and market research shows every generation uses social media to some extent. Social posts and ads are most popular among millennials and the younger “Generation Z.” Creating fun, trendy posts will draw the attention of young, upwardly mobile consumers willing to spend their money and share their experiences.

Make Social Media a Part of Your Restaurant’s Growth Strategy

Now is the best time to start your social media campaign. You can begin with free posts to your inner circle of friends and customers and ask them to share your posts. Then, you can graduate to public posts and eventually to paid advertising, where you can target the types of customers you believe will be likely to patronize your eatery. Use fun, trendy topics and take great photos and videos of your food and ambiance. Don’t be afraid to experiment, and — most importantly — spread the word to anyone willing to listen. You never know; you may soon find your tables full with a line of people waiting outside your door sharing their experiences on social media.

Contact Webociti to learn more about Social Media Marketing and how to promote your restaurant.

09 Jun

Posted at 15:19h in Digital Advertising, Restaurant Marketing

How to Differentiate Your Restaurant Brand

Navigating the food and beverage industry while ensuring your brand stays relevant is no simple task. Whether your products have been around for decades or are just entering the scene, regularly assessing how effectively you reach your target audience is critical. By keeping an eye on shifting diner trends and evolving consumer preferences, your brand can stay ahead in the marketplace and secure a loyal customer base.

In today’s dynamic food and drink landscape, diners are more aware of ingredients and demand transparency from the brands they support. Studies show that consumer preferences have shifted to reduce the intake of common ingredients like sugar and beef. To dive deeper into consumer preferences, check out this insightful guide from the National Restaurant Association on restaurant industry trends. To remain relevant, restaurants and food brands must embrace these changes while finding innovative ways to differentiate themselves.

Here are some actionable strategies to create and maintain a successful and memorable restaurant brand.

Differentiation Is Key

To thrive in the food and beverage industry, establishing a strong brand identity is essential. A compelling brand identity distinguishes your business from competitors and resonates with your target audience. It’s more than just a logo or tagline—it’s the mission, values, and unique experience you deliver to your customers.

Tips to Build a Unique Brand Identity

  • Define Your Mission: Clearly articulate what your restaurant stands for and the value you bring to diners.
  • Engage Through Storytelling: Share your brand’s origin story or highlight the journey of your ingredients. Authentic narratives resonate deeply with diners.
  • Optimize Visual Elements: Invest in professional logos, packaging, and interior design that reflect your brand’s personality.
  • Simplify Your Messaging: Make your messaging clear and easy to understand, ensuring it appeals to a wide range of audiences.

Pro Tip: Your brand’s story is a powerful marketing tool. Use it to emotionally connect with your audience and stand out in a crowded marketplace.

Know Your Diners Inside Out

Understanding your target audience is a cornerstone of a successful marketing strategy. How can you serve diners effectively if you don’t know what they want? By actively listening to your customers, you’ll uncover valuable insights that can shape your offerings and messaging.

Ways to Understand Your Diners

  • Leverage Social Listening: Monitor social media platforms to see what customers are saying about your brand and competitors.
  • Encourage Feedback: Use in-store surveys, online reviews, and direct interactions to gather insights.
  • Analyze Trends: Stay informed about emerging food trends and dietary preferences.

Pro Tip: Data-driven decisions based on consumer behavior will help you remain agile and responsive to changing diner expectations.

Align Your Brand With a Cause

Modern diners are not just looking for great food—they’re also looking for brands that align with their values. Supporting a cause authentic to your brand can deepen customer loyalty and attract socially conscious consumers.

How to Align With a Cause

  • Choose a Relevant Mission: Support a cause that connects naturally with your restaurant’s story, such as sustainability, local farming, or food insecurity.
  • Highlight Impact: Share stories of how your efforts are making a difference, whether it’s through sourcing practices or charitable donations.

Did You Know? Over half of today’s consumers identify as belief-driven buyers, prioritizing brands that share their values.

Embrace E-commerce and Digital Solutions

The rise of e-commerce has transformed how diners interact with brands. Even if your restaurant primarily operates in a physical location, establishing a strong online presence is vital. This includes offering online ordering, delivery options, and an optimized website.

Steps to Elevate Your Online Presence

  • Create an Intuitive Website: Ensure it’s mobile-friendly, visually appealing, and easy to navigate.
  • Partner With Online Platforms: Collaborate with delivery services like Uber Eats or DoorDash to expand your reach.
  • Offer Unique Digital Experiences: Develop exclusive online offers or promotions to encourage digital engagement.

Pro Tip: A seamless online shopping experience, including attractive packaging and a smooth delivery process, can boost repeat customers.

Invest in Multichannel Marketing

Reaching diners through various platforms ensures maximum visibility for your brand. By adopting a multichannel marketing strategy, you can engage with customers wherever they spend their time—whether on social media, email, or in-app notifications.

Strategies for Multichannel Marketing

  • Social Media Advertising: Use platforms like Instagram and TikTok to showcase your dishes with mouthwatering visuals.
  • Email Campaigns: Send personalized offers or updates to your subscribers.
  • Analytics Tools: Utilize tools like Webociti’s Audience Activator to gain insights into customer behavior and preferences.

Did You Know? Engaging customers across multiple platforms increases brand recall and builds stronger connections.

Create a Memorable In-Restaurant Experience

While digital presence is important, the in-person experience is equally critical for leaving a lasting impression. Diners remember how they felt during their visit, so every detail counts.

Tips for Enhancing In-Restaurant Experience

  • Personalized Service: Train staff to deliver exceptional customer service tailored to individual preferences.
  • Unique Atmosphere: Use music, lighting, and decor to create a distinct vibe.
  • Interactive Elements: Incorporate elements like open kitchens or tableside preparations to engage diners.

Conclusion

In the competitive food and beverage industry, building a memorable restaurant brand requires a combination of authenticity, innovation, and adaptability. By differentiating your brand, knowing your audience, aligning with meaningful causes, and embracing digital solutions, you can create a powerful and enduring presence in the market.

Need Help With Your Restaurant’s Marketing Strategy?

At Webociti, we specialize in helping businesses like yours thrive through personalized marketing solutions. From social media advertising to sales analytics, we’ll guide you through every step of the process. Contact us today at (678) 892-7157 or to schedule your free consultation and take your restaurant brand to the next level.

08 Apr

Posted at 12:46h in Digital Advertising, Marketing Consulting, Restaurant Marketing

To say that the last six weeks has been devastating for restaurant owners would be an understatement. From the nightmarish landscape of having to close indoor dining locations to the sudden drop-off in diners, restaurant owners and managers from around the country are struggling to see a future for their business with no sure end to the corona virus quarantine in sight.

With the first estimates of closures being relatively mild, no one truly expected the unbelievable impact on the American economy. Even if diners wanted to eat out Restaurant Marketingsimply as a way to escape the four walls of their homes, small businesses are shuttered — draining the country of much-needed revenue and families of their excess income. In a time when it seems everyone is hunkered down waiting for the storm to pass, it may feel as though there is little hope for the future for individually-owned restaurants and small chains that don’t have the massive funds to support their business over this “break”.

With all of this negativity, it can be difficult to even consider marketing your restaurant, but now is the time to take a deep breath from the helter-skelter work of running a fast-paced restaurant and be strategic with your funds.

Are you confident that you’re getting the return on investment from newspaper ads or community billboards? How much traffic do you think those radio ads truly drive? What about expensive coupon mailings — are you getting a significant number of diners for the cost of the promotions?

If not, here are five ways you can create new revenue for your restaurant and prepare for the coming onslaught of diners when the country is finally re-opened for business.

1. Reassure Your Customers About Restaurant Safety

One of the biggest challenges that restaurants face is the idea that diners cannot control the individuals that were in the restaurant before them — making every Marketing meal feel like a potential risk. When you share with your diners and the community that your restaurant is taking extraordinary measures to maintain sanitation, you are greatly reducing the risk . . . and increasing the possibility that they are willing to partake in take-out, delivery or drive-thru options even under quarantine. Once the quarantine ends, there will still be a lingering concern around contagion. Combat this with practical actions such as sending an email to customers with your new sanitation measures, having individuals very visibly cleaning tables with extra care after each diner leaves, posting signs and hand sanitizer stations (when available!) and reinforcing the message everywhere your brand is active: on social media, on your website and via email. Plan for shifting tables further apart and updating your restaurant’s reservations policy in an effort to limit groups gathering for tables in the lobby.

When you make the cleanliness and an abundance of caution part of your brand, you’re reinforcing your message of personal caring for your diners.

2. Identify New Opportunities for Cost Savings and Review Government Stimulus Packages

As you’re sheltering during the storm, now is the ideal opportunity to dig deep into the analytics of your business and leave no stone unturned for cost savings. Food waste is one of the largest problems that restaurants have, so perhaps there are some menu items that could be refreshed to limit waste?

When you partner with nearby restaurants, there may be opportunities to share costs or even create great synergies. During this time, there truly are no competitors — simply a community of restaurant owners attempting to stay afloat during an unbelievably challenging time.

Fortunately, there are some bright spots, such as these resources that we’ve gathered to help:

Resources:
– Find your local Chamber of Commerce
– Hospitality Cares, a non-profit for hospitality operators
– The National Restaurant Association’s COVID-19 resource page
– The US CDC’s resource page for Businesses and Employers

This is also a good time to review your marketing dollars, to be sure that each valuable penny spent on marketing is able to deliver a significant return on your investment.

3. Review Your Menu Offerings for Delivery-Friendly Options

Family-style restaurants offering high-end meals might be in for a challenge when they attempt to retool their menu to work with delivery-minded diners. However, many restaurants are finding that delivery allows them to provide enough revenue to maintain operations during the COVID-19 crisis and provide a springboard of customers that are grateful to them for staying open. It didn’t take long for people to be bored with their own cooking and offering the ability to enjoy a meal cooked outside the home during a stressful time will provide additional points for your brand when the crisis has ended.

GrubHub and other delivery options are expanding throughout the U.S., allowing restaurants unprecedented opportunities to engage with a new audience of diners in their local areas.

4. Target your Local Audience

With “delivery” the word of the day for restaurant owners, finding your local audience is more important than ever before. Even restaurants that have a significant email database are only capturing a small portion of the individuals that dine with them on a regular basis. 5 Ways Restaurant Are Maintaining Operations Capturing this information, storing it and then being able to actively leverage it in the future with appropriate outreach often requires a great deal of time and technical resources that are outside the reach of most restaurant chains.

This makes it particularly difficult for locally-owned chains to compete with massive restaurant groups with near-unlimited resources and extensive marketing budgets. With limited experience in local marketing, many restaurants are simply relying on Google reviews and expensive newspaper or magazine ads to drive business. Major restaurant chains are able to take advantage of software solutions that can target audiences that live and work in the area through a variety of methods, where local chains are able to reach a much more limited audience through social media and word of mouth.

5. Hyper-Personalize Your Marketing Messages

Social media campaigns and email campaigns are all excellent uses of marketing dollars, but what if you could take it a step further and personalize your offerings? Discovering the specific audience members that live or work within a 5-mile radius of your restaurant isn’t information you can expect to get from simply an email address. Making your marketing hyper-personalized starts with having the best possible information about your audience, and that means tapping into their visits and activities in your geographic area.

Whether that means going to the bank down the street before they grab lunch at your restaurant or heading to your place a few evenings a month for a special dinner out, when you have a greater knowledge of their activities you can more appropriately market to your diners. Restaurants around the country are turning to mobile-based marketing tools that allow you to gain a greater understanding of your diners so you can serve them more effectively.

With Audience Activator from Webociti, you accomplish two goals: maximize your marketing dollars and provide a better experience for your diners. When you are capturing valuable information about your best diners (and those of your targeted competitors!), you’re able to develop a more comprehensive view of your audience activities. This helps you target your marketing messages to those that will be most valuable, which helps you pull in repeat business at a faster rate.

Data Gathering for Restaurants
This type of next-generation, connected marketing may sound too good to be true. The reality is that you can create new revenue for your restaurant by shifting your marketing dollars to this targeted new paradigm. Many restaurants find that they will not even need to increase their marketing budget in order to achieve these results — it simply requires a shift in strategies to bring in more diners when you need them.

 

Contact the Webociti team today at 678-892-7157 to receive your free initial consultation. Our team of digital restaurant strategy professionals will work with you to refine your business goals and determine the ideal mix of strategies to exceed your expectations.