Grass Roots Growth: Quickly Reach 1,000 Raving Fans For Your Restaurant
This is one of the most effective and creative ways I’ve seen to grow a business. It’s very “grass-roots” and involves some grinding, but if you’re consistent with it you will quickly have 1,000 Raving Fans.
I went to a local high school to talk to a group of students about business and the journey I was on – starting my own hospitality consulting business. At the end, we opened up the discussion for questions. One student said he was starting a car detailing business, and he asked if I had any ideas on how he could get the word out about his new endeavor, so I taught him this tactic. Some people might call it a trick or a hack, but those words seem to either sound negative or are so overused they’ve begun to mean little or nothing. I showed him how to access other people’s networks by giving.
Quick side note: my philosophy of networking is not “let me meet people to see what I can get from them” (like a sale), but rather I’ve flipped that on its head and decided that I am going to find as many people as possible and help them. This has really helped me grow a strong network quickly. At some point in the near future I hope to give some more specifics on how you can make this your networking strategy, but for now, let’s look at this one example, then we’ll see how to apply it to your restaurant.
Back to the student… I told him he needs to think about those he knows or has some connection to, that have significant networks.
So, I asked him, “What about the Superintendent? What do you think would happen if you approached Dr. Wilson and told him that you want to detail his car for free? Do you think he’d let you? What do you think would happen when you were done?”
We decided that Dr. Wilson would probably take a picture of him and the great job that he did, post on social media, and tag his business page. Then he’d probably even post it on the school district’s social media pages too. I told him to quickly set up social media pages so that his business can be tagged by name. A young man is taking initiative, putting the things in to practice what he’s being taught, and showing kindness and generosity to others. That story will go! What did it cost him? A few squirts of product and a couple of hours of time.
Now, think of people in your community that have significant networks or reach. Make a bulleted list, and get creative. Here, I’ll give you a head start: hairdressers/barbers, the mayor, school teachers and administrators, pastors, business owners, lawyers, hospital administrators, first responders, heads of non-profits.
This networking-accessing strategy works for nearly every industry, but what might it look like for your restaurant? First, think of your demographic. If getting in front of teachers helps you reach your demographic, then offering them a half-priced lunch on Mondays might not work. They probably don’t have enough time to get to your place, eat, then get back to school on a short lunch break. Still, let’s focus on teachers for this example. Everyone loves teachers, and many feel they are underappreciated and underpaid. You now have the opportunity to show kindness to this group, and all it will cost you is two meals. With a food cost of 25%, two $9.99 meals will cost you a whopping $5 (plus time and possibly mileage).
Call the principal of the local high school. Take note of his assistant’s name. Schedule a day to bring both him and his assistant a free lunch. Make sure to ask for any dietary restrictions like food allergies or vegan dishes. Tell them about your signature dish and ask them if that’s okay with them. Maybe have a couple of choices ready. Also, have your social media pages set up ahead of time. When the day comes to drop off the meal in person. Take this opportunity to tell the principal that with his blessing you’d like to show kindness to his teachers by bringing lunch to one teacher and a friend each month. He can choose whatever teacher he wants for whatever reason. He can even use this as an opportunity to set up a Teacher of the Month program if he likes. You can deliver this meal to school or offer a gift certificate. I expect both will get a social media shoutout from those you’re blessing.
Now, that’s one school. Reach out to the junior high, elementary schools, etc.
I do want to offer a word of caution here, though. I challenge you to have pure motives in this. What do I mean? Although our strategy here is to grow your network and spread the word about your restaurant, it’s possible, and even likely, that there will be times when there is no social media tagging, liking, or sharing, and all you did was give away free food. You need to be okay with that. Why? Because unmet expectations are the expressway to bitterness. Just give, and enjoy the process. It feels good to give, right?! You’ve seen Ellen give elaborate gifts to deserving people, haven’t you? Now you get to do that. You get to be Ellen, just on a smaller scale. If all you end up doing is showing kindness and generosity to one person at a time, then that’s not such a bad deal, is it? And it will actually still get the word out about your restaurant, just one person at a time.
Who will want to frequent the restaurant that nice lady owns who gave their neighbor a free meal? Lots of people! Who will want to frequent the restaurant owned by that nice guy who dropped off a free lunch to her hard-working husband? Lots of wives! I’m a dreamer, but it’s in the realm of possibility that this could be your entire marketing plan. Wouldn’t that be cool? What a story that would make!
Here are a couple of other examples if you’re trying to reach different demographics or audiences.
Professional Audience – If I had a restaurant at the bottom of a skyscraper in downtown Chicago I would choose a different business near me every week. I would either call the office building and offer a free lunch to the person I’m speaking with and their boss on a day that week or ask them if there is someone in their office that deserves a free meal for whatever reason: they’re a great worker or life is hard right now and a free meal would be nice. I would drop it off in person, shake hands, kiss babies, take pics if they ask.
College-aged Demographic – If I had a restaurant in a college town and wanted to reach a younger demographic, I would start by looking for influencers on Instagram. Instagram is great for food pics and restaurant marketing. Same idea: offer them a free meal to them and a person of their choosing who deserves it. Maybe it would be a student who just paid tuition and is tapped out, or maybe a favorite professor (for extra points). Not everyone goes to college. Find a business that 20-somethings frequent: record store, head shop, tattoo shop, clothing store. Walk-in, introduce yourself to the first worker you see, tell them you’d like to bring them and the boss or another employee a meal the next time they work.
Who are your customers?
Where are your customers?
Who has a significant network?
How can you get your product or service in front of them?
If you want some more creative ideas like this for your restaurant or business, just reach out to me and we’ll brainstorm. Now, go grow your business with kindness. Good luck!
Digital Marketing Checklist for Restaurant Owners
Congratulations – you’ve decided to start your own restaurant. Now that you are a restaurant owner, it is important to put time and effort into your digital marketing for your restaurant, as this is a key component of customer acquisition for restaurants. Digital marketing for restaurants is complicated, but it is an essential component to your overall success, in addition to providing excellent food and service.
We’ve written this checklist as a jumping-off point, to help you start thinking through some of the elementary components of digital marketing for your restaurant. You’ve likely started to brainstorm on each of these as you began thinking about opening your restaurant, but this checklist will help you flush out each in more detail to set you up for success.
1. Develop a Strategy
It isn’t enough to simply have social media accounts, send emails, and build a website. There must be a strategy behind these components in order to make them effective. A marketing strategy typically contains your company’s value proposition, key messaging about your brand, data on your target audience, and any other high-level elements that make sense to include, such as how you expect your employees to treat your customers. We also highly recommend including a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to help you clearly see areas where you can focus your marketing strategy in order to build a competitive advantage.
Once you’ve thought about your strategy, it is time to write it down. This is critical to get everyone on your team on the same page, as well as help you check in with yourself periodically regarding the strategy you’ve created. Once you’ve written your strategy, remember it is not set in stone. It can be readjusted and reevaluated as time passes and your business needs change.
A marketing strategy is critical because it connects all of the components of your marketing and keeps them in alignment.
A marketing strategy is critical because it connects all of the components of your marketing and keeps them in alignment. It is also a fundamental part of building a winning marketing strategy that will help you stand out against your competitors.
2. Understand How Much a Customer is Worth
Once you have a strategy in place, it can seem like the next logical step is to start choosing channels and launching all of your marketing efforts. However, before you start investing time and resources into specific marketing initiatives, you need to have a clear understanding of how much each customer is worth. This will help you have a very clear understanding of which marketing efforts make sense for your business and customer acquisition – and which ones don’t.
There are already thin margins within the hospitality industry, and many hospitality ventures fail. If you are offering a discount or promotion to customers to bring them in, and also losing a significant amount of profit from each customer due to overall marketing costs, you might not be getting anything, and that is obviously not sustainable for any business, but especially a new business.
Therefore, it is important to calculate how much profit your business generally receives from each customer. Then, you’ll need to figure up how much of that revenue you want to invest in your marketing efforts. One of the best parts of digital marketing instead of traditional marketing is that you can typically track how much you are spending per lead or per purchase, and have a very clear indication if something is working or not. If a margin for a particular channel is too high, it is also fairly easy to turn off that channel to avoid spending too much. You also have a lot of opportunities to test in digital marketing, which does not exist in traditional marketing.
3. Invest in Brand Identity
Now that you have a good indication of how much you can reasonably spend on marketing, the next steps are to invest in your brand identity. You will use the components of your brand identity to build all of your other marketing components, so it’s important to invest a good amount of your budget in this arena.
Your restaurant’s brand identity includes your logo, your website, your interior and exterior designs, your signs and your menu design. This is one area that many restaurant owners outsource, especially in the beginning, so that they can be sure they are starting out as competitively as possible. Because your brand identity will be the foundation for all of your marketing, it is not something to take lightly or rush through.
Because your brand identity will be the foundation for all of your marketing, it is not something to take lightly or rush through.
Take a look at other similar businesses for inspiration on your own brand identity. This can also help you make sure that your brand identity ideas are aligning with your overall restaurant concept and the market you are entering.
4. Procure Photography
We eat with our eyes first. As a restaurant owner, you know your food’s presentation has to look good. But this concept actually starts well before your customer’s orders. In your advertising, on your website, on your social media channels, and anywhere else your potential customers interact with your brand – they will expect to see pictures of your food.
Just like the other components of your brand identity, you will want to make sure you invest in your photography. You will want to hire someone who specializes in food photography for restaurants, as it is considerably different than other types of photography. Depending on your budget, you may also consider hiring someone who is familiar with food staging for the photoshoot.
You’ll want to get pictures of multiple dishes – ideally, everything on your menu. Even if you do not have plans to use an item in your promotions right away, that may change later on and it will be much easier if you already have these photos ready to go.
In addition to the menu, you’ll also want to have plenty of pictures of the inside and outside of your restaurant.
5. Launch Your Website
Once you have your overall strategy, brand identity, and some amazing photography, you’re ready to dive into digital marketing efforts. The first major component of your digital marketing mix is your website. Most of your other efforts will connect to your website, and it will be the hub potential customers use to find out the answers to their questions and determine whether or not they will go to your business.
For restaurants, it is critical that your website is mobile-friendly. Most people who are researching where to eat are doing so on-the-go. If your website doesn’t load well or is not easy to navigate, you will lose potential customers.
For restaurants, it is critical that your website is mobile-friendly.
You’ll also want to make sure your website contains many great photos as well as your menu. Answering potential questions is also very important for your site. Your restaurant’s location, hours, and prices are all common inquiries your guests might have before deciding to come to your restaurant.
Depending on your type of restaurant, you may want to include information about whether or not you accept reservations and if private spaces are available for parties or groups. Think about the questions you typically have before visiting a new restaurant, and ask friends and acquaintances what they would want to know in advance – and put all of it on your website, in an easy-to-navigate format. You can also browse other restaurant websites to see what information they include and add anything to your own website that you might have missed.
6. Claim Social Media Channels
Once your website is set up, it is time to claim your social media accounts. Even if you do not plan to be incredibly active on a particular channel, you’ll want to set up an account so that you can be aware of any conversations happening about your business on that channel and also to avoid someone else taking an account you might want later.
The most popular channels for restaurants include Facebook, Pinterest, and Instagram. Depending on your target demographic, you might also consider platforms like Snapchat or Twitter.
Again, you’ll want to set up these accounts on each channel, but then you will choose which channels make the most sense to update regularly in alignment with your overall strategy. There are multiple social media management tools that can help you manage multiple channels at once, and even schedule social media posts in advance.
Your food photography investment will be critical on social media – especially the more visually-focused platforms like Pinterest and Instagram.
7. Optimize Local SEO and Online Listings
Similar to social media, you’ll want to claim your restaurant, or add it, to any online listing platforms. One of the most important is Google My Business. This is the listing that pops up to the right when searching for a particular business. It includes information like your hours, what you serve, where your restaurant is located, and what the price point is. This is a very attractive search placement for a business, and should not be ignored. It is very straightforward to create or claim a listing. Then simply follow Google’s prompts to ensure everything is filled out properly.
You can also add pictures of your restaurant to these listings to attract more attention and to give anyone searching a better idea of what to expect from your restaurant.
Additionally, it is important to optimize your website and social media channels for Local SEO. While that sounds like it could be a complex process – it is actually straightforward. It simply means including your location (City, State) in multiple places on your website and tagging the location on your social media channels. This will ensure your restaurant is included when people search for things like “restaurants in Miami, Florida.”
8. Prepare for Reviews – Good and Bad
When claiming online listings, you should also take management of your business on review sites such as Yelp, TripAdvisor, and UrbanSpoon. If your business has not yet received any reviews and hasn’t been added to that website, you can add it yourself to encourage customers to start leaving feedback. Taking ownership of your business on these sites will allow you to add any information that may be missing, correct anything that isn’t right, and respond to any new reviews you receive.
And you should plan to respond to all of the reviews your restaurant receives. Being responsive to positive and negative reviews is one way to attract additional reviews. It is also a way to get in touch with customers who may have had a bad experience but were not able to adequately communicate that while they visited the restaurant.
Many restaurant owners are nervous about online reviews. They worry that unhappy customers may trash their business and keep new customers away. They are concerned that competing businesses will create “fake” negative reviews in order to damage their reputation. And they worry that satisfied customers may create negative reviews in order to take advantage of their business. While all of these concerns are valid and do occasionally happen – it is far more likely that they won’t.
You should develop a strategy to handle any reviews – especially the negative ones. We recommend that restaurant owners simply ask a negative reviewer to reach out to a specific phone number or email address to resolve the problem. If the person reaches out, try to make it up to them in a way that makes sense. “Fake” reviewers will likely not reach out to you directly, but you will appear to third-parties that you have made an effort to make things right – which is crucial in the hospitality industry.
Some restaurant owners fear that they will have trouble responding to reviews without being defensive. In these situations, it can be a good idea to assign review management to a marketing person or a manager. Provide the person who is responding to reviews with clear guidelines on how to handle specific situations, and then stay off the review sites!
9. Advertise Your Business
Once your website and social media channels are set up, it is time to start advertising your business. This is one place where it is absolutely critical that you understand the value of your customer. Social media advertising as well as paid search advertising, for example, will provide you with a very clear cost per lead metric. You’ll want to make sure that the cost per lead is appropriate for the overall value of the customer.
There are dozens of advertising options to consider, but for restaurants, we highly recommend Google Search and Facebook. For Google Search, you’ll want to make sure you appear at the top when people are searching for restaurants near your location. Facebook advertising has a lot of options that allow you to provide a notification when someone is near your business. You can also target people who live near your business in a highly-specific way, which makes Facebook a great platform for restaurant marketing.
It is critical that you test different ads
Once you set up advertising, it is critical that you test different ads. Test different pictures, ad types, copy, offers, and platforms. Discover what works well for your business and what doesn’t.
10. Consider Messenger Marketing
Facebook Messenger Marketing is one of the newer paid social media channels restaurant marketers are attempting to capitalize on. Working with a restaurant marketing agency (Such as Promotable Media) is a great way to leverage this tool and get more customers in your seats. Messenger marketing is engaging on a highly-personalized level, making it one of the more effective channels, when used properly. There are multiple ways a restaurant can approach marketing through Messenger, but some of the more common include:
Showcasing your menu
Offering discounts for birthdays or anniversaries
Depending on the goal you want to accomplish and your type of restaurant, you may want to invest in a Chatbot that can handle a majority of the inquiries and conversations for you.
Because Facebook Messenger Marketing is relatively new, there is a lot of areas to capitalize on for relatively low cost. It is definitely a channel restaurant marketers should be considering.
Additionally, there are a lot of other digital marketing efforts restaurant owners can take advantage of once they have tackled the basic concepts on this list. For example, there are delivery partnerships that can help restaurants get in front of new and younger audiences, depending on the type of restaurant and the target market. There are also other types of digital advertising to consider such as Instagram or Google Display. Restaurant owners can also set up remarketing efforts to encourage customer loyalty which includes combinations of social media marketing and email marketing efforts.
Hopefully, this checklist has provided you with a starting point for your digital marketing efforts. Marketing strategy involves a lot of components, which is why so many restaurant owners often choose to invest in a restaurant marketing consultant or restaurant marketing agency. It can be overwhelming, especially if you are just starting out in the restaurant industry or as a business owner. Even if you have managed the basic components on this list on your own, advancing to the next level and knowing how to achieve growth through digital marketing channels is another challenge that can be difficult for even the most seasoned restaurant owners.
Take your digital marketing efforts one-at-a-time, and stick to your foundational strategy. If you do need help, guidance, or support along the way, reach out to a restaurant marketing professional who can help.
Restaurant Marketing Ideas for 2020
The restaurant industry has historically been among one of the most competitive industries. In today’s digital marketing landscape, this has never been truer.
When advertising your restaurant online, you’re not just competing against other restaurants to get your ads in front of your potential customers. You’re competing against millions of brands that are targeting the exact same individual.
This article showcases 7 ways you can get in front of potential customers and keep your existing customers loyal in 2020.
1. Messenger Marketing
With modern technology, wearable devices, and a phone in every pocket, it should be a no-brainer that restaurant marketing tactics should evolve as well. The days of generic direct mail campaigns to the masses are gone. These types of marketing campaigns were very difficult to track, and would often result in wasted money.
Messenger marketing for restaurants is a great new way to engage with your audience, track their behavior and purchases, and bring in predictable revenue on a monthly basis. Using applications like ManyChat or MobileMonkey you can set up these campaigns for your own restaurant. They can be fairly complicated, however, so it may be worth working with a restaurant marketing agency to get help.
We recommend working with a restaurant marketing agency such as Promotable Media to get your messenger marketing program up and running.
If you aren’t offering Wi-Fi in your restaurant – or you are just freely giving it away – you are making a huge mistake.
Don’t charge your customers money for the Wi-Fi. Instead, they require them to sign up with their phone number and email address.
This is a fairly inexpensive way to boost your customer remarketing list – plus offering Wi-Fi is another perk for your customers. On your form, you can notify them that they’ll be opting into email communications automatically, but they are free to unsubscribe any time. Then you can send emails about sales, new menu items, and friendly reminders about how awesome your restaurant is.
You can also ask them if they would like to receive text messages from your brand.
3. Text Message Marketing
Text message marketing has been on the rise for a few years now, but brands are still trying to figure out how to use it to their advantage. The key with text message marketing is to hit your customers frequently enough that they keep you top of mind, but not so often that you become a nuisance.
There are also a lot of privacy laws that apply to this type of marketing, so it is critical that you get your customers’ permission (and a second opt-in) before you start utilizing this channel.
Once you have a customer list, you can advertise your sales or promotional menu items. There are a lot of third-party text messaging providers to choose from. Several of them are budget-friendly. Some of them may even integrate with your POS system. It is critical to shop around for the best bang for your buck with any technology platform – but that is especially true for text message marketing.
4. Push Notifications
If your restaurant has an app, you are likely already utilizing push notifications. However, if it doesn’t, or you aren’t, here are a few examples for when to use them:
When a customer is near your restaurant
When you have a sale or coupon code
When you release a new or promotional menu item
When they have not visited your restaurant in a specific amount of time
If you do not have an app and are not interested in creating one, you can set these up as browser notifications. Browser notifications are slightly less effective because they are designed for the desktop instead of mobile. However, if you’re mostly serving a lunch crowd – it could be worth sending a lunch reminder push notification out to your potential customers.
Delivery is king in the restaurant industry at this time, and there are no indications that that is going to change in the next couple of years. Some restaurants are attempting to fight the inevitable, and it isn’t going well for them. Still, others are doing the bare minimum by simply pairing with a 3rd-party food delivery service but that may not be a great strategy either.
Delivery is king in the restaurant industry at this time
Yes, you should consider partnering with a food delivery service, but you must also make sure your food (or at least the food you allowed to be ordered through the service) is still delicious when it arrives. Too many restaurants are offering their entire menu without any modifications, and it is preventing their growth.
If the budget allows, it is also worth offering promotions or even purchasing ads through these delivery services so that your restaurant is sure to be seen. Many of the delivery services will remind customers of restaurants they have ordered from or browsed in the past so that extra marketing boost can help offset the cost of the service.
Several restaurants also offer promotions for new customers, such as free delivery. You’ll want to explore your promotional opportunities with each third-party vendor before settling on one specifically.
6. In-Store Kiosks
Several fast-food chains have started incorporating in-store kiosks already, and this is another trend we expect to see growth over time. Customers enjoy being able to customize their orders without having to talk to a person. They also help increase accessibility at your restaurant.
Additionally, in-store kiosks give you the opportunity to collect additional data that restaurant owners have not had access to before. For example, you can collect data about the most-viewed menu items, even if they aren’t ordered the most. That type of insight encourages you to change an ingredient in that menu item to make it more appealing.
Many in-store kiosks also partner with the POS for aggregate data about specific customers. This means you can personalize your marketing efforts in a new way. Imagine being able to send an email or text to a specific customer, advertising a discount on an item you already know they love.
Although the initial cost is high, there is also a decrease in labor costs associated with a kiosk. It is certainly something worth looking into this year.
7. Community Events
People are also placing higher importance on brands who do “good” and restaurants do not fall out of this category. While it’s great if you can source all local ingredients and recycle practically everything, that may not be realistic.
Another route to consider is utilizing brand activation ideas such as getting involved in local community events and sponsoring charity events. These can seem like losses, but they can do a lot to boost your reputation in your local community.
If you aren’t sure where to start, contact your local school systems and see if they are interested in doing a “Dine and Donate” event. Basically they pick a day and anyone who brings in a flyer for the event on that day (or mentions the promotion if you don’t really want to collect dozens of flyers) your restaurant would donate a percentage of the check to the organization.
While you certainly shouldn’t do this too often so that it isn’t sustainable, it can be a great way to get in front of new customers while building goodwill and a solid reputation in the community.
Things to Keep Doing
We’ve also put together a shortlist of items that you should already be doing by now. If you aren’t, make these marketing efforts urgent priorities. While you may not be able to incorporate all of them right away, you’ll certainly want to tackle a majority of them by the end of 2020.
Advertise Your Restaurant on Social Media
Yes, there are a lot of brands advertising on social media already. However, most social media advertising platforms do offer pretty specific targeting options, which means you have a good shot of getting in front of your customers.
Because competition is so high, social media advertising should not be your only marketing strategy. However, it definitely needs to be part of your restaurant marketing mix.
Facebook is the largest social media marketing platform – and for good reason. Facebook also has the most users. One of the best parts of Facebook advertising is the audience targeting options. You can choose customers based on their locations, and/or their demographics. If you have an idea of who your target market is, this can be invaluable.
You also have the option to target an audience based on their interests. That means if you’re a vegan restaurant, you can target users who have expressed interest in veganism. If you are a burger and fries place, you can target users who love a good sandwich.
Another great component of Facebook advertising specifically is that you also have the ability to create specialized ads when a potential customer is near your restaurant. This can mean if they are a few blocks away to within a certain zip code. This type of targeting is great because it can also help you get in front of potential customers who may just be visiting the area instead of only those who live nearby.
Local SEO for Your Restaurant
Make sure your website is optimized for local SEO. This means optimizing your website so that you always rank in localized searches. This means making sure you’ve completed your Google My Business profile, and embedding a map on your site. You’ll also want to include your city name and state in titles, headers, and meta-descriptions within your site. While this sounds like a complex strategy, once you understand the concept of local SEO, it can be fairly straightforward to implement.
Online reviews greatly influence decisions when it comes to choosing a new restaurant to go to. While you can’t/shouldn’t delete negative reviews, you can respond to the guest’s comments and try to make bad experiences better.
You should also respond to positive reviews. This will create a relationship between your brand and the customer, which may encourage them to share their experience with your restaurant with their friends and family. You can also consider services such as Ovation to help you easily capture and manage feedback from your customers.
Restaurant Loyalty Programs
If you don’t already have a loyalty program in place, get one. There are several options out there. You might look to see if your POS system has one already. If your POS system does not, there are several third-party vendors you can try. Most of them are pretty affordable – and it is easy to calculate your return on your investment once you start tracking your loyal customers.
Some examples of third-party loyalty programs include Preferred Patron, ReUp, and Upserve.
There are several restaurant discount apps out there such as ChowNow or Restaurant.com. You might even consider running a promotion on Groupon. This is an excellent way to draw in new customers as well as to remind past customers to come in again.
Print Advertising & Coupons
For almost all industries, print and coupons seem to be dying off. The two industries where that doesn’t seem to be the case are restaurants and grocery stores. If you are already sending coupons out to local residents, continue doing so. In fact, there are now several services available where you can send specialized coupons or letters to those who have just moved into your city or within certain zip codes.
If you haven’t implemented this strategy already, consider it. There is likely a coupon circulation in your area designed for local restaurants to advertise in.
If you are interested in any of these marketing tactics but aren’t exactly sure how to set them up or which ones to prioritize, consider hiring a restaurant marketing agency or restaurant consultant. Restaurant consultants have likely worked with several restaurants in your area. They are already familiar with how to best get in touch with your target market.
A restaurant consultant can help you create an overall marketing plan for your business. Some restauranteurs consider hiring a general marketing firm to handle the promotion of their restaurant. However, they quickly discover that marketing or PR firms can be too expensive for one single restaurant. Your consultant will either handle your marketing directly or come up with a promotion and brand strategy utilizing outsourced agencies that the consultant is familiar with and trusts.
This marketing strategy can include everything from the overall restaurant concept to web design and the social media strategy. You will discuss your current marketing efforts and any that you wish to include in the upcoming year, and your restaurant consultant will balance your budget along with the typical efficacy of each tactic before helping you decide on a perfect strategy. Hiring a restaurant consultant can be an excellent way to boost your brand quickly, without having to make any marketing mistakes in the process.
What is a Ghost Kitchen?
A ghost kitchen, also known as a ghost restaurant, a virtual restaurant, or a cloud restaurant, is a food business that exists solely to provide delivery. In these restaurants, food is intended for off-premise dining only.
In a typical ghost restaurant model, the food is made in a rented kitchen, while being ordered and delivered through a third-party delivery service.
Ghost kitchens are often found in high-rent areas, like college towns. Instead of drawing in foot traffic, virtual restaurants work well anywhere as long as their delivery service can easily access customers.
Ghost kitchens are a fairly new concept, although some pizza places have already had carry-out and delivery-only options for years, however, they still maintain a brick-and-mortar location, which ghost restaurants do not.
Why are Ghost Kitchens Gaining Popularity?
In most cities, the restaurant business is already incredibly cutthroat, meaning there is very little room for new players. Delivery is also increasing in popularity because customers want convenience.
Many traditional restaurants, start-ups, chains, and third-party delivery services are looking into ghost kitchens as a way to manage the demand for delivery while increasing market share.
How Do Ghost Kitchens Work?
Ghost restaurants typically operate through a third-party delivery platform.
From the customer’s perspective, he or she finds a restaurant to order from after browsing through a favorite third-party delivery app, such as GrubHub, UberEats, or DoorDash.
The customer places an order and receives the delivered food from the third-party vendor.
From the restaurant’s perspective, the restaurant receives the order and fulfills it in a kitchen that does not offer a storefront. It then hands the order off to the delivery partner.
The Pros of a Ghost Kitchen
There are many pros to the ghost kitchen model. The first is that the ghost kitchen model reduces the need for start-up costs and resources. This allows new players to enter the restaurant scene in a given location without as much of a barrier to entry.
For example, if one is attempting to open a food truck, there is a cost to secure a truck and procure the right kitchen equipment for the truck.
This also opens up more opportunities to experiment. If one model fails, it is fairly inexpensive to switch gears and try something different.
Ghost kitchens also do not require new restaurants to compete over high-traffic locations, since customers do not visit the location itself. This also means that these restaurants aren’t renting dining space that isn’t being utilized.
Another benefit is that the ghost kitchen model does not require an existing customer base. Your restaurant will find hungry customers through a third-party platform.
Ghost kitchens also have fewer overhead costs because the kitchen is rented. There can also be reduced labor costs because the only staff required is the kitchen staff.
Unlike a food truck or a traditional restaurant, there is also less variability based on the weather. A restaurant with a separated parking lot or a food truck may experience a decrease in sales if the weather is poor.
The Cons of a Ghost Kitchen
The biggest problem with a ghost kitchen is that these restaurants often have to pay a high fee to third-party delivery services, sometimes as high as 30%. There can also be additional costs associated with premium placements on the third-party vendor’s site or app.
Another factor against ghost kitchens is that they don’t have that brick-and-mortar or truck for visibility and brand recognition. This is why digital branding even more important for Ghost Kitchens.
It can also be a bit more challenging for these types of restaurants to receive licensing, especially if your business is the first of its kind in the area. Inspectors may not be used to this type of business model and maybe more reluctant to license the business.
Location can be a negative factor for kitchen staff and business owners because rentable kitchens are not always in the most easily-accessed locations.
Lastly, because it is such a new model, it is a major risk.
Getting Started with a Ghost Kitchen
If a ghost kitchen sounds like a venture you’re interested in trying, there are a few key steps you’ll need to take. There’s a lot that needs to be considered when opening a new restaurant, even a ghost kitchen.
Gain access to rentable commercial kitchen space
What many new-to-restaurant-owning entrepreneurs fail to realize is that food that is sold to consumers must be produced in a licensed commercial kitchen. This isn’t the major hurdle it once was as there are now many shared-use kitchens or commercial kitchens you can rent by the hour, day, or month. Think of this as a coworking space for chefs, caterers, food trucks, and other food producers without traditional kitchen spaces.
You’ll need to gain access to a rentable commercial kitchen in your area before you begin. Prepare for a somewhat lengthy process when it comes to starting out, as the kitchen will want to vet you and your business before agreeing to rent to you.
Apply for inspection
Once you’ve locked down your kitchen, you’ll need to apply for your inspection with the health department. Many health departments will need to visit you in the commercial kitchen space before you start selling your food.
When the health inspector comes for the inspection, they will want to see your production methods, food storage areas, and general flows. You will also need to have these written out for your final inspection and to receive your license, so it is best if you can provide that to the health inspector when they visit as well.
The most important thing to communicate with your inspector during your inspection is that you are producing food safely and legally. Walk them through your menu, your production process, how you plan to hold time and temperature, and what third-party service providers you plan to use. This includes any national or local food distributors and suppliers, as well as your delivery service.
Select your third-party service provider
There are many third-party service providers to choose from. Tech-enabled ordering platforms will charge you a fee in exchange for providing one of the most critical aspects of your business – so you need to choose wisely.
When looking at providers, you should find out what your options are and evaluate them based on the average delivery times, reliability, and customer service. Look at their customer reviews and interview your top contenders. This should be a partnership, and it will be an incredibly painful process if you select the wrong vendor.
Sometimes these delivery services charge a painful commission fee – as much as 30% of the order. However, it is still going to be considerably less cost than trying to deliver yourself, and your customers will be able to find you through their platform, instead of you having to find all of your customers through your own marketing efforts.
Plan for delivery
One of the biggest cons for chain restaurants who are starting to offer delivery is that their food is not made for that type of distribution. It doesn’t hold up well to being transported.
As you plan out your menu, make sure your food is temperature-controlled and holds up well to travel. You don’t want your food to arrive cold, soggy, or overly messy. If it does, you’re almost guaranteed to lose customers quickly.
As you think about your menu, keep it simple – especially to start. Consider reusing the same ingredients in different ways to keep costs down.
You’ll also want to train your staff to make sure quality is consistent.
Have a loyalty plan in place
Loyalty is critical for the success of any local operation – especially food service. Check with your third-party delivery provider for the ability to add a loyalty program or coupon codes. Then you can distribute these codes to your customers when their orders are delivered.
Loyalty is critical for the success of any local operation – especially food service.
You can also build up loyalty on your social platforms. Perhaps run a contest for customers who post pictures of your food where they can earn a discount on their next order. Contest or not, be sure to reward customers for formally reviewing your business or even sharing it on social media. Word of mouth and referrals are just as critical to your ghost restaurant’s success as loyal customers are, if not more so.
Identify your niche
Again, this applies to nearly any type of restaurant, not just ghost kitchens. You need to have a niche – whether that means you are appealing to an underrepresented demographic in your area (like working parents or the elderly) or filling a void for a specific type of food (Thai in a city that does not have many Thai restaurants, for example.)
If you’re feeling stuck, have conversations. Chances are, your friends, neighbors, and relatives have ideas for what they “wish they could have” in your area. Once you come up with a concept, test it conversationally as well. One person’s opinion may not mesh with the overall landscape.
Digital branding is king
Since you don’t have a brick and mortar or a truck for customers to immediately identify with, you will need a strong online brand. You might even consider hiring a marketing consultant or firm to help you get started if this isn’t something you are already familiar with.
Since you don’t have a brick and mortar or a truck for customers to immediately identify with, you will need a strong online brand.
One of the most important brand components is a strong name. Make sure it isn’t too similar to another restaurant in your area, and it should also align with your menu and the type of cuisine you offer. If “Buckey’s Burger Palace” only sells tacos, that is probably not a model that will be set up for success.
You’ll also need a solid website. Make sure your site looks professional, and functions well. Include a lot of pictures of your food, and a unique logo that is clear to read.
A strong social media presence is also critical. Facebook, Instagram, and Snapchat are the most common platforms for food companies and restaurants to connect directly with customers. Again, make sure your social media accounts have a lot of high-quality pictures of your food so that these channels showcase what you have to offer.
Make sure your website and your social media channels direct your potential customers to order from your chosen third-party vendor, so your potential customers can easily locate you. Because ghost kitchens are a relatively new concept, this may be a new process for your customers too, so walking them through it can set you up for success.
You should also include your menu on your website and your social media channels. This will entice customers to order from you, even if they are unfamiliar with ghost restaurants or your chosen third-party vendor.
Ghost restaurants are certainly worth considering if you’ve been interested in getting into the restaurant business but start-up costs and capital have been a barrier for you. However, you should know that as a new concept, these types of businesses are still risky and may not be immediately successful. It may also be too new in your area, and therefore you may not have access to a rentable kitchen space in your area at this time.
Be sure to choose a great name and focus a lot on your restaurant’s branding
However, if you do decide to give it a try, be sure to choose a great name and focus a lot on your restaurant’s branding. It is also critical to choose an excellent third-party ordering and delivery service.
By taking these steps, it is possible to see success through this new restaurant business model. To help ensure your new business venture is successful, it may be worth hiring a restaurant marketing agency. These types of professionals will have a much better idea for how to appeal to your target audience as well as what will be successful and what may not be.
It’s the Small Things: Restaurant Micro-Experiences
The use of micro experiences is what makes a restaurant experience so unique, and it’s these experiences that create a more memorable dining experience for your guests, and fully activate your restaurant brand.
A guest will always keep in mind the quality of your customer service and the taste of your food, but it’s in the small and subtle details that the true essence and soul of your restaurant experience is put on display.
Imagine, for instance, walking into a new restaurant. You see and hear familiar sights and sounds; the melody of your songs and the aroma of your favorite food. You look up and are greeted with a warm smile by your server.
These moments are short and may not seem important, but these tiny moments will add up to create a lasting impression of the restaurant in your guest’s mind. The customer may not associate the positive thoughts about the restaurant back to that specific moment, yet still, it created a memorable restaurant experience.
Top 8 Ideas for In Restaurant Micro Experiences
There are a number of ways for a restaurant to use micro experiences to improve their guest’s experience. In fact, there are even marketing agencies who specialize in helping you create these “micro-experiences.” Here are my top eight suggestions for creating positive micro experiences for your restaurant’s guests. If you utilize these eight ideas, you are sure to obtain guest loyalty, helping you create a reliable source of business from repeat customers.
Not only that, but happy customers will share their experience with others, attracting even more new customers. Even if your business is already doing well, these eight tips can still help you create an even better experience for your customers.
1. Engaging Your Staff
Micro experiences can be implemented in almost every area of your restaurant, but one of the simplest ways to create a more memorable micro experience is by training your employees.
Now, I don’t mean that you simply teach them to do their job duties. You are likely already doing that. What I mean is that you should train your employees on how to create great impressions through micro experiences.
To do this you will need to explain the concept of micro experiences to them and provide them with real-life examples of how they can use the concept on the job. That way each of your staff members can create micro experiences that will induce guest loyalty.
You could put a reward system or program in place to encourage your staff to work on improving their communication with the guests. Or, reward employees for providing exceptional customer service and extending kindness towards customers.
Be sure that you help them see how a better guest experience can translate into their paycheck also. After all, happier and more loyal guests often will translate into higher check averages.
Another benefit of this would be keeping your employees happy and engaged. Employees who are engaged tend to care more about their job and work harder at it. After all, it’s really difficult to ask un-engaged and unhappy employees to create positive micro experiences.
2. Your Atmosphere & Service
Your restaurant should certainly have a good vibe and soul. A personal style goes a long way when it comes to creating a memorable dining experience for your guests. It’s just another subtle thing that will contribute to your guest’s overall impression.
Having a personalized style may seem like a minor detail, but it makes a huge impact. This alone could be the thing that sets your restaurant apart from the hundreds of others. A unique interior and aesthetic can make a customer excited to return. If you’re dining experience has evoked certain feelings that they don’t get anywhere else, then they’ll always return to you to feel that way again.
Maybe it’s the personalized style of decoration or a personal theme that provokes feelings of excitement, joy, and interest in your guests. Or it could be the way that your guests are greeted, and served that makes them feel at home. But remember, there’s a difference between providing great service and providing great hospitality. Hospitality is everything when it comes to building a memorable restaurant experience.
Danny Meyer put it well when he said,
“Service without soul, no matter how elegant, is quickly forgotten by the guest.”
Danny Meyer, Setting the Table
The guest’s surrounding and overall vibe of your restaurant can greatly impact the way the guest feels regarding your establishment. This can help your establishment to stand apart from the rest.
3. One-Of-A-Kind Menu Options
Of course, your food will leave an impression on your guests, but that’s not what I’m talking about here. I’m talking about the restaurant’s ‘signatures.’
I’m sure you can think of a restaurant that features one item that you can’t find anywhere else. McDonald’s “Big Mac,” Burger King’s “Whopper,” Red Lobster’s cheddar biscuits, or Taco Bell’s “Dorito” tacos are just a few examples.
People tend to know what they want before selecting where they will eat dinner.
By offering one of a kind menu options along with guest favorites, you will encourage customers to select your restaurant.
Once you create that one delicious item that only your restaurant can provide to guests, you will inspire your guest’s loyalty. They will flock to your restaurant to get that one of a kind item. These signature items are what makes your restaurant your own.
Your guest trying that one of a kind menu option is a micro experience in its own way. They will remember that signature item, how it made them feel, and associate it with your restaurant. So, you better make sure it’s good!
4. Beverage Programs & House Speciality Drinks
If your restaurant serves alcohol this is the perfect way to create memorable micro experiences. Serve house drinks or feature specialty drinks. Provide affordable alcoholic beverages. You could even host a happy hour.
People love to drink and have a good time. If you can do two things for them, those guests will be loyal to your restaurant for life. First, create a fun, laid back environment. Second, serve premium, great-tasting, and affordable alcohol.
It’s easier to create positive micro experiences when the guest has had a drink. They can be more relaxed, open, and open to dialogue. It will create a lasting impression of your restaurant.
People generally love alcohol, so if you can serve the guest’s favorite alcohol at an affordable price, you will attract a ton of business. If you can create a positive dining experience through the use of micro experiences, you will keep those guests coming back for more fun.
5. Unique & Comfortable Furniture
The furniture should fit your restaurant’s style but should also stand out and make a statement. It needs to to be comfortable, visually appealing, and different. Furnish your establishment with pieces the guest will remember fondly.
Your guest probably won’t dwell on the appearance of the furniture; they will just briefly consider it. However, in most instances, micro experiences can occur in just a short amount of time. On the same token, if your furniture is uncomfortable, odd-looking, or predictable and mediocre, the micro experience your guest will have will be a negative one.
In the brief moments that your furniture grasps the customer’s attention, the guest should feel positive about the appearance and comfort of the piece of furniture.
That positive thought will work alongside the alcohol, food, and atmosphere to create the guest’s overall full impression of your restaurant. Remember, the overall guest experience is just a collection of micro experiences that lead the guest to feel a certain type of way.
6. Quirky Fixtures & Decor
You’re probably wondering what I mean by quirky accessories. I’m referring to every non-furniture item in your restaurant. Decorations, wall decor, table pieces, etc. All of these FF&E elements throughout your restaurant will make an impact.
These small pieces can invoke certain feelings or be conversation starters. The restaurant fixtures and decor will contribute to the unique furniture and atmosphere. They should seamlessly blend in but stand out, or feel out of place.
To create a great micro experience with these quirky fixtures and decor you need the guest to first notice the piece. Then note that it is intriguing, cute, or different. The piece should ideally make the guest laugh, smile, ponder, or point it out to their dining companion.
These quirky accessories should be unique to your establishment. This is another micro experience idea that can set your establishment apart from the rest. The most successful restaurants utilize this idea; sometimes it comes naturally, but other times it takes some thinking to get it right.
7. Utilize Atmosphere & Ambiance
Before you can use an atmosphere to maintain positive micro experiences, you must create the atmosphere. You can customize your restaurant’s atmosphere with ambiance, sounds, scents, and textures. The atmosphere has to be felt by the guest.
You can do this by selecting a certain type of music that works with the restaurant theme. The ambiance, or lighting, plays a key role in creating an atmosphere.
Even the scent of your restaurant is important. In fact, there are companies that solely focus on “scent-marketing” such as Scent Air. This is a very interesting way to create an experience because studies have shown that 80%+ of customers are willing to spend more time in a place with a pleasant scent. Also, emotions are generated, in large part (75%), by specific scents we recall.
An enjoyable atmosphere will create an initial impression, but it will also contribute to the effect of each one of the guest’s micro experiences throughout their stay.
The atmosphere will affect everything, including your guest’s impressions of other people. Your atmosphere plays a big part in showing off the heart and soul of your establishment.
Ultimately the atmosphere of your restaurant will color the restaurant experience in a certain shade.
8. Keep it Clean!
Your goal is to create a positive dining experience, which involves a guest enjoying food. Because of this, your restaurant has to be clean.
Most people don’t really notice when a space is clean, however, they always notice when it is dirty.
That said, this idea is more about preventing negative micro experiences than creating a positive one. When serving food, cleanliness is the gold standard.
Think of this scenario, your guest has just received their food and they complement the server on its speedy delivery. Their mouth is watering as they inhale the delicious aromas. The guest and server exchange a smile.
So far, so good, right? Unfortunately, not, because the guest just picked up their fork and there was a hair sticking to it. The guest will now have to wait for a new fork and eat their meal with the memory of the dirty fork lingering on their mind.
That dirty fork just ruined an otherwise ideal micro experience. Had that fork been clean this guest would have had perfect restaurant experience.
3 Restaurants That Utilize Micro Experiences Well
The most successful restaurants utilize micro experiences in creating positive guest experiences. Theses restaurants who do this are able to stay relevant, popular, profitable and most importantly, in business.
Below are a few restaurants that utilize micro experiences well. Let me walk you through a guest’s experience at each establishment. Then you should review how they create great dining experiences through micro experiences.
Cracker Barrel is a home-style restaurant that prioritizes the guest’s experience. The restaurant chain’s motto is ‘Pleasing People.’ The chain does such a great job at this, that they have one of the largest percentages of return customers.
Cracker Barrel is a home-style restaurant that prioritizes the guest’s experience. The restaurant chain’s motto is ‘Pleasing People.’ The chain does such a great job at this, that they have one of the largest percentages of return customers.
The restaurant pleases people by focusing on micro experiences. A guest walks in the front doors, entering the restaurant’s country store. The store features countless unique items, most of which are created solely for the restaurant.
An employee greets you at the door with a huge smile and inquires how you’re doing. You follow the sign pointing to the hostess station. At which point the host reviews the daily special and featured items.
As you are led to your seat, you notice the old fashion signs decorating the walls and lit lanterns at every table. You sit down on a wooden table, which features a homemade peg game.
The menu consists of country style favorites that are meant to remind you of sit-down meals, enjoyed with family. There are a few select meals like Grampa’s Breakfast and Uncle Herschel’s Favorite.
The restaurant has a personalized style that follows a central theme, and they extend their style into their decor and accessories. Cracker Barrel offers one of a kind menu option. They create an atmosphere with their friendly customer service and cozy table-top lanterns.
Rooster’s claims to be, ‘A fun, causal joint.’ The restaurant features chicken wings but offers a variety of other American Foods. This restaurant is what it claims, pretty casual.
Upon entering the restaurant, you are greeted by a cashier, who will lead you to your seats. You’ll likely notice the high ceilings and light wooden furniture. The huge party table will stand out and the televisions will roar with the latest in sports.
You will definitely admire the sports memorabilia that covers the walls, but it will be the hilarious sayings displayed in black print on the square, white signs that capture your attention.
As you survey the menu, you’ll love the large selection of wing sauces, and intriguing list of appetizers. There is also a robust alcohol menu, that always includes bargain-priced featured drinks.
When you order, you’ll have to order the dumpster fries, or tots, as an appetizer. They are truly mouthwatering and come with a signature sauce.
Even the servers are casual in jeans, or jean shorts, and a blacktop. The bench tables are long enough to accompany a family or group of friends.
The restaurant uses micro experiences perfectly. They have a personalized style that contributes to the atmosphere of the restaurant. The funny signs are a great example of quirky fixtures and decor. The dumpster fries are one-of-a-kind menu option that you’ll have to try. Plus, bargain drinks are a great way to inspire guest loyalty.
The Cheesecake Factory
The finest of all the dining establishments on the list is The Cheesecake Factory. From the moment you approach the building, you will notice the attention to detail. The building itself has the shape of a factory.
In the winter this restaurant features fire heaters on the patio for waiting guests. When you enter the restaurant, you are greeted by a romantic style ambiance. There is both a bar and bakery located near the hostess station.
The host takes your name and seats you at the first available table. As you walk to your table you are navigated through an array of fancy tables with coat racks. When you take a seat, you can’t help but notice how comfortable and intimate your table is.
You can order a drink from an extensive beverage menu, which includes alcohol. Then you have a huge variety of meals to choose from. You can’t beat their signature chicken marsala.
The meal will be incredible and the service delightful, but the most impressive part of the evening will be the dessert. They don’t call it “The Cheesecake Factory” for nothing! You can select a huge slice of cheesecake from almost fifty options!
The server will box up any remaining food for you to take home with you. These restaurants are almost always located near shopping centers.
The Cheesecake Factory creates a memorable dining experience by creating micro experiences. They include the personal touch of the warmer, which extends caring thoughts towards their guests. The restaurant features exquisite furniture, one of a kind menu option. Come on, fifty types of cheesecake? Plus, the restaurant features a personalized style and atmosphere.
As you read through the list of ideas and restaurants that utilize the ideas perfectly to created incredible micro experiences that lead the guest to have a memorable dining experience, do you notice anything?
Each of these items has to do with the way the guest feels. That is the key to creating great micro experiences.
You have to make the guest feel something positive and the stronger that positive feeling is the better.
When a guest associates positive feelings with your restaurant, you are successfully creating memorable micro experiences. This is how you obtain guest loyalty and customer satisfaction.
Do you notice how these three restaurants create micro experiences? Every aspect of their establishment is geared towards their potential guests. These establishments have put a large amount of thought into what will grab their customer’s attention and invoke certain feelings.
If you want to improve your guest’s dining experiences, you will need to create great micro experiences too. The guests will create them with or without your help. You will need to gear their attention towards things that will reflect your establishment in a positive light.
Restaurant micro experiences create a memorable dining experience for your guests. You need to make sure their micro experiences are positive and fulfill the guest’s expectations for your establishment.
10 Brand Activation Ideas for Your Restaurant
As a restaurant owner, you are likely always looking for new ways to draw more people to your restaurant’s food and services. However, restaurant branding, and marketing can be more difficult than you think. Not only do you need to draw them, you also need to keep them coming back for more.
This is where brand activation comes in. Brand activation is key to getting consumers from simply browsing your menu to actually visiting your restaurant and eating your food.
In this article, we will discuss ten brand activation ideas to help drive more consumer action to your restaurant. If you want to find out how to elevate your restaurant’s marketing impact, keep on reading.
What Is Brand Activation?
Brand activation is a relatively new marketing idea. Essentially, it is the idea of motivating consumer action through a variety of experiences. In other words, it is about drawing attention to brands by creating unique interactions that result in long-term connections with consumers.
Brand activation typically occurs in the form of activation events.
Activation events are one-time, exclusive events that encourage consumers to interact with a brand, see a brand in a new way, and draw more in-store or in-restaurant activity. The key is that brand activation events have to be unique, memorable, and shareable.
It should be said that brand activation events or campaigns can utilize a variety of methods, such as:
Whatever method you use is up to you and your circumstances. Just remember that the goal is to create a distinct experience that ups the notoriety of your company or restaurant.
1. Utilize Social Media
Social media is easily one of the most definitive aspects of our daily culture. As a matter of fact, 54% of social media users use social media to research products and interact with a brand. So, if your consumers are not talking about your restaurant or brand on social media, you are definitely not connecting with them well enough.
An easy way to generate some attention on social media is to get consumers to post about your brand. This could be anything from simply sharing a photo post about your food and reviews to sharing promotional content.
For example, Sonic did an experiential campaign at Coachella. They sold square-shaped milkshakes during the music festival that could only be purchased through Instagram.
Another great idea is to use social media to hold contests or giveaways.
Domino’s held a fun giveaway on Instagram called the Piece of the Pie Contest. Essentially, Domino’s fans or consumers had to take a photo that showed they are a super fan. The most elaborate photo won a grand prize of $10,000, but Domino’s gained more fan interaction than ever before.
Social media is a great avenue for boosting your brand’s followers and visibility. Fun, interactive social media campaigns are an exciting way to get more consumers to try your food.
2. Leverage Common Problems
The basis of selling any type of product, including food, is that you are solving some common problem or need. The same idea can apply to brand activation events for your restaurant.
For example, when summer festival season hits, the heat can be a major downer on any person’s day. However, bring awareness to your own brand by supplying guests with refreshing drinks or a fun way to cool down.
Vitamin water put a clever spin on this idea by providing music festival guests with a fun misting station. With this quirky, interactive idea, consumers got to cool down and Vitaminwater was able to gain more exposure for their brand.
You should also consider getting a stand at your local farmer’s market. If your restaurant is offering new menu items, this is a great opportunity to offer samples and build up interest in your restaurant.
3. Create Fun & Unique Consumer Experiences
Like we mentioned above, the key to a successful brand activation campaign is that it is unique and cannot be easily replicated.
The events you create surrounding your restaurant have to be unexpected and something your customers have not experienced before.
One great way to create a unique restaurant branding experience is to make use of pop-up shops or cafes. Pop-ups are essentially temporary retail spaces that give companies an opportunity to sell their product in a completely personalized space. For restaurants, it is a great opportunity to present their food or service in a fun new way.
For example, Subway set up a pop-up outdoor salad bar. Subway’s goal was two-fold: encourage healthy eating and to promote their new Salad of the Day menu option. It was a smart way to promote their new menu while also playing on consumer’s desire for healthier and more readily available produce.
Another fun twist was Quaker’s pop-up breakfast vending machines. This unique play on the traditional pop-up shop featured a large vending machine with two workers dressed as robots doling out free breakfast. To make the experience even better, each oatmeal dish was specially prepared according to each consumer’s taste.
Remember, the key here is that you want consumers to activate or act on your brand. You want to create activities that will put the product in your consumers’ hands so they can get a well-rounded experience.
That also means ensuring that your event does not stagnate. For example, if you have a large event, try to intersperse smaller activities or experiences while people are waiting around. Try to aim for collaborative activities as it will encourage a more light-hearted, open environment at your event.
4. Make Learning About Your Company Fun
If you want more people to care about your brand, it is important that you share its roots. Sharing the who, what, why and how of your brand is important to help consumers connect with your brand’s values. However, instead of just trying to tell people about your brand, one of the best restaurant marketing ideas is to teach them more about your restaurant methods, such as cooking classes or recipe development.
A cool example is Haagen-Daz’s sensory dessert schools. Haagen-Daz set up their two-day dessert school to teach how sight, sound, and scent contributed to tasting ice cream. However, Haagen-Daz elevated the pop-up event with talks by major social media influencers and Haagen-Daz ice cream tester, Alison Gray.
Nespresso did the same with a sensorial coffee club pop-up. The Nespresso Connoisseur Club is a traveling culinary adventure, featuring taste tests and classes by Michelin starred chefs. It is an opportunity for Nespresso to share their brand in a new upscale light that is deeply immersive and informative.
Bringing consumers into the fold of what your brand does behind the scenes is a great way to establish a trusting relationship with them.
Not only do they get to learn about your specific restaurant and your products, but they also have a growing appreciation for your work.
5. Make Your Events VIP
A simple way to develop stronger relationships with consumers is to make your brand activation events exclusive. Now, it seems counterintuitive at first. By making an event exclusive to a specific group of consumers, you are obviously excluding other consumers.
However, making events VIP will help you develop stronger emotional connections with consumers. Those consumers who are a part of the exclusive group will feel more valued and will develop a stronger bond with your brand. This way they are more motivated to share your brand with other people.
Moreover, on a logistical note, making events exclusive is also a smart, budget-friendly idea. If you don’t have a huge marketing budget, all you can afford is a short-term branding event.
However, influencers and local media are more drawn to short-term events, especially if they are fresh and creative. This way the more tight-knit an event feels the more people want to be involved or in the know. And, as we said, the more exclusive an event is the more likely people feel the need to share it online.
6. Be Spontaneous
If you truly want to be remembered by consumers, do something memorable and completely unexpected. For example, Lipton Iced Tea completely took London by surprise when they stuck a 100-meter, bright yellow water slide in the middle of the morning commute.
The day-long event encouraged people to come out and bring their swimsuits and pool inflatables with them. And all throughout the even, Lipton employees handed out samples of a variety of Lipton products while also promoting the Daybreaker event series.
This is the time to think out of the box. The more creative you are the better because it will help you stand out from your competition.
From using slip and slides to using flashmobs, you don’t have to stick with a basic food service setting to promote your brand.
7. Utilize Technology
The heart of brand activation events is their face-to-face interaction that digital marketing can overlook. However, this does not mean you should completely discount technology. As a matter of fact, your restaurant branding events should be so memorable that your consumers can’t help but whip out their phones to share it.
If you are holding a pop-up shop, encourage attendees to share pictures, videos and to even make a hashtag. However, you can take your branding game to a whole new level by making social media an active part of the event. Take, for example, Marmite’s positivity recording pop-up cafes.
Marmite opened up a Twitter pop-up shop that used social media as a means of payment. When patrons would enter the shop, they would give their social media handle. The pop-up cafe then uses a “Love-O-Meter” to analyze tweets to see if they are sharing positive or negative messages online.
If you are identified as a positive, loving spirit, you are given a sample of a Marmite summer snack. This is a great twist on using the power of technology and social media. Here, technology and social media actively play a part in the success of the branding event.
You can even go simpler than that. If you are holding a cocktail party, provide a variety of photobooths and award the most creative photo at the end of the event.
You can host a food scavenger hunt and have participants hunt down food-related clues. When they find the answer, they can just snap a picture and send it via text.
Whatever method you choose, you can be sure that technology will help your brand interact with consumers in a fun, immersive way.
8. Get Your Team & Staff Involved
If you really want your brand to stick out, it is important to get your team on board with branding events. Due to their close relationship with your company and brand, they are easily one of your best promotional resources.
Try to get your team involved from the very beginning. Inform them of your idea and get their feedback. They might have some cool ideas that could improve your idea.
Bringing your team in on brand activation ideas is integral to having a successful and memorable event. First, well-informed staff will ensure that the whole event is flowing like a well-oiled machine. In turn, you can ensure all guests or consumers are getting the best experience.
Secondly, getting your team involved is a great way to have them brush up on their knowledge of the brand. Their ability to share the history and roots of the brand and cool, hidden details can help build brand loyalty with consumers. Moreover, it can build brand loyalty within the team itself.
9. Communicate Your Brand’s Values
A successful branding event gets consumers to understand and align with a brand’s values.
Shared values are the basis of establishing a strong bond with your consumers.
That being said, if you are struggling to think of brand event ideas, go back to your roots and build off of your values.
As one of the most value-driven brands, Ben & Jerry’s does this particularly well. During the Big Ice Screening Film Festival, Ben & Jerry’s established a bike-powered pop-up outdoor theatre.
For three days, consumers could engage in a multitude of childhood games and get food and drinks from a variety of stalls. However, the highlight of the event was Ben & Jerry’s effort to use renewable energy for the entire event.
The event had stationary bikes that were used to power the movie screen. In addition, they also employed green energy, hybrid power source provided by Firefly.
The entire event was really to promote Ben & Jerry’s newest ice cream flavor. However, it was further bolstered by the brand’s commitment to environmental causes.
Although elaborate, outlandish ideas are sure to draw attention to you, working off of your values is sure to keep people around. And committing to those values consistently only shows consumers that you are a reliable and dedicated company. In turn, people will only want to support and interact with your brand more.
10. Help Your Consumers Help Others
An excellent way to get your consumers to interact with your brand and to further promote your values is to help your consumers help others. More often than not, people see issues that they want to help with or change but do not know where to start.
This is a great opportunity for your company to step up to the plate and bridge the gap between important issues and potential solutions.
One great example of this is Skittles’ Holiday Candy Pawnshop Pop-up. The four-day branding event allowed consumers to bring in their unwanted items and trade them for candy. All of the collected items were then donated to a Goodwill ReUse center.
This could easily be replicated for your restaurant branding. Maybe during the holidays take canned food donations in exchange for a meal at your restaurant. Another great idea is to get the community involved in a huge potluck for the local homeless shelter.
Not only does your brand gain more visibility, but it also gains visibility for positive reasons. Moreover, this will make people more attracted to your brand because they know if they are supporting your brand, they are also supporting a good cause.
As technology and digital media continue to evolve, learning to market for your brand continues to grow more complicated. Fortunately, brand activation events give you an opportunity to get your brand on the front-lines without the risk of blending in with the competition.
Activation events allow you to repackage your products and share them in a whole new way. Moreover, activation events bring your in-store or in-restaurant traffic to new heights and allow you to build more meaningful relationships with your consumers.
So long as you focus on your audience and focus on making your experiences unique and shareable, brand activation events can help you ride the tide of changing trends.
The Greatest Restaurant Grand Opening Ever
If you are getting ready to open up your new restaurant, you might think the hard part is over. You’ve considered the location. You have nailed down your concept. You have financed it, after weeks and weeks of applications, letters, meetings, and presentation of your ideas.
You have sent the menu to the graphic designers and they have sent back a menu that would make Gordon Ramsay hungry. The staff has been hired, from the host all the way to the chef.
You are ready, right? Not so.
This is not meant to discourage you or prevent you from feeling the well-deserved joy that you will experience as the doors open and customers with empty stomachs come by.
This is meant to make sure that you cross that finish line like a true champion-that is, by hosting a grand opening that will leave a positive impression on the minds of your customers and keep them coming back week after week.
Stay with us as we discuss various ways to start your business with a bang and keep it booming.
The Basic Steps
At long last, it is time to throw a fun party because it’s true: The really tough stuff is done. So, what are the basics of throwing a memorable grand opening? Let’s take a look.
1. Figure Out the Sort of Event You Want, And A Budget for It
When you think about all that has gone into starting this business up to this point, it can be extremely tempting to handle the opening of your establishment as just another day; a relatively minor thing.
However, having a well-mapped out restaurant grand opening is a huge part of your overall restaurant marketing strategy. The key to opening a restaurant with a bang is relatively easy; you are going to need to know how to get people in the door, and throwing a great party is a way to make it all happen.
However, this does not mean you have to go crazy and spend heaps of money as a way of holding a super grand opening. It is better overall that you do not do this, as there are going to be lots of other expenses that come your way once the business gets up and running.
There are lots of ways to get a restaurant grand opening going. You can actually roll out a “red carpet” to make guests feel like VIPs. You can set up a buffet of samples and then tempt customers with a special offer, like buying an entree and receiving a percentage off the second one.
You can also offer some refreshments or feature live music. You might also print up some coupons in the form of fliers that guests can use on a future visit.
Make yourself a comprehensive list of all the expenses needed for your opening and be sure the total cost is budget-friendly. Once you have thought about and priced fliers, music, decor, food and any giveaways or promo products, you can see if you need to modify your budget or celebration in any way, whether you are under budget or need to take it down a notch.
having a well-mapped out restaurant grand opening is a huge part of your overall restaurant marketing strategy.
2. Allow Ample Time for Yourself
Give yourself plenty of time to plan. A month to three months will be sufficient. You may wish to print up fliers, or invitations, depending on the type of establishment you are opening. You will need time to mail the invites/fliers to the local area, or at least time to hang them in public areas where everyone can see them.
Delegate tasks to your staff members, or the restaurant PR firm so that duties and deadlines are met and filled. Be sure that you keep track of everything you do, and how much money you spend. Use Excel spreadsheets or checklists so that nothing is overlooked. And be sure that you check in with all of your help so that everybody’s on the same page.
You may even consider doing a dry run. You might start doing business before the grand opening takes place so your employees know what to do, are well trained, and any little bugaboos or issues can be worked out ahead of time.
3. Know Your Target Audience
The art of launching a restaurant has many facets, and one of them is knowing the demographics of people you would most like to reach. Your restaurant’s grand opening needs to draw in your customer base, but also the restaurant supply companies you are working with as well as the local media. It is a chance for you to show off your new restaurant and enter your community with a bang.
Let the local media know that you are new in town. This is a great way to get some publicity, before and after the grand opening takes place. About three weeks before your grand opening is scheduled, contact your local media by phone. You can also mail out a press release if you like. (We will discuss shortly how to do well when using a press release).
If you can, ask a local celebrity like a popular radio host or the mayor to come in for a meal and drink, and also give him or her the honor of cutting the ribbon if you plan to do such a ceremony. Be sure that you also inform the media as well. This can result in photos being sent to the local newspaper or a social media site, along with a column about your new eatery.
Preparing for the media is just as important as planning your grand opening. Be sure that you have that press kit available-and this is not nearly as complicated as it sounds. You can simply pick up some pocket folders and include your business card, a copy of the menu and some questions and answers about your restaurant, and some other helpful facts about your business.
The art of launching a restaurant has many facets
4. Be Sure the Event Is Restaurant-Friendly
For a restaurant, you will want to do things like give away free samples of the food you are offering, as well as have menu copies available so customers always know what great meals you offer.
You might have a staff member offer to show guests around if you have varying areas of the restaurants. For instance, if you cater to families, show off the banquet rooms or areas designed for groups with little kids or babies.
If you are running an upscale establishment, show off your intimate table settings and bar areas. Your goal is to sell your establishment as the place your target demographic would like to be when it’s time to go out to eat.
5. Make Sure Your Expectations are Realistic
Remember, things don’t happen overnight. Your grand opening will be a great way to get your restaurant off on the right foot. But restaurant marketing must be a top priority as your business grows and expands.
Some great ways to keep the word going about your great eatery include:
Fun giveaways, like magnets with your phone number and a photo of your signature dish
Keychains (perhaps shaped like a food item you offer) or can koozies customers can use to advertise for you
Email newsletters or loyalty programs that keep customers coming back for good deals and specials
Praising and showing off your hardworking staff on social media
Asking grand opening attendees to tell a friend or family member about your place
Restaurant marketing must be a top priority as your business grows and expands.
Regarding Press Releases
Okay, so you have sent out some press releases to your local papers, magazines, Pennysaver, and other media outlets, like radio or television. But there have been no callbacks! What is going wrong? What can somebody do to increase their chances of being published?
First, do not assume that you have completely missed the boat on this one if you haven’t heard back from the people and outlets you have contacted. There have been stories published in some major newspapers and magazines long after the press releases have been sent in. However, we sometimes don’t have that much time to wait. Try again, revising your submission in such a way that appeals to the readers of the publication you seek to advertise in.
When you send out a press release, consider who you are sending it to, and how newsworthy it is. The editors of your local paper have to publish things that appeal to their readers. Therefore, you want to make sure your press release appeals to the people in your local area. Be sure you read and revise your press release over before sending it so that it conveys interest to the editors of your local publications.
Do your best, and perhaps have your PR specialist go over it. They can help you be unique and appealing with the way your release is presented. Don’t use buzz words or try to sound like something you’re not; most editors usually edit the release so that it fits the target audience. Make your headline attention-grabbing so that the editor stays hooked and doesn’t simply put your release at the bottom of the pile.
Make your release sound more like news than anything. Promotion is what editors find most annoying; your goal is to make your release sound like useful info, entertainment, or relevant news.
Remember, keep on keeping on. One publication may want nothing to do with your establishment, but another one will take joy in publishing your story. Editors are always seeking some news. Just keep it short, sweet and to the point while still telling why your restaurant is important and valuable to the community.
Make your release sound more like news than anything. Promotion is what editors find most annoying.
Generate Some Hype
One important aspect of any restaurant start-up event is getting people ready for your establishment. Get them amped and excited to come down and give it a try!
In this portion, we are going to talk about how you can use some marketing strategies to get the word out and get people excited about your restaurant.
Keep an eye on your presence when it comes to social media. Social media is a huge deal in today’s world. Sure, you can slip some menus under the door and mail out some coupons, but that’s not enough. Restaurants that have a strong social media presence tend to do well. Start up a Facebook page before you open that shows off your planned Grand Opening festivities, menu, and photos of meals you plan on serving. You can even use your Facebook page as a place to share savings opportunities, promote news and let people know your hours. You can also use this as a place to promote the positive press your company gets!
Promote visual content with Instagram. Show off the front of your establishment so people will know what to look for when they come looking for it. If you are a steakhouse, upload photos of the meat cooking on the grill or the fields from which your beef grazes. If you specialize in family dining, upload photos of families who happily celebrated birthdays or special events at your establishments, thanking them for their business. Make hashtags fun again-you can use old favorites like #TBT or create some of your own. Photos of food, employees working hard and more will appeal to customers.
Keep Your Menu Easy to Navigate & Functional. Do not make it hard for users to locate your menu. Publish one that is easy to read, accurate, and current. Be sure you include what dishes are good for those with dietary restrictions: gluten free, vegan/vegetarian, diabetics. Customers today NEED to access menus online, or they will take their business elsewhere.
Get People Inside
The whole town will not be able to make it to your grand opening, unfortunately. So, what can you do to get people in the door once they have time to come down?
This section ties in with our previous discussion of generating some hype. This portion is all about enticing the customers into your establishment.
Invest in Photography. Photos are what your clientele sees before they even set foot in your restaurant. Your website should feature top-notch photos of your food, settings, and bar area. Try to hire a food photographer if you can, and, combined with your fun Instagram photos, put them all over social media and in your fliers/commercials to get people excited about what you sell.
Have Regular Events. This is dependent upon your restaurant. You might bring in live music, have a wine tasting event where you collaborate with a local winery, or bring in a face painter or balloon artist for families with kids. You can even host events that correlate with big movie releases or concerts and invite people to dress up as their favorite character or wear a band t-shirt to get a percentage off their bill.
Be the Hangout Spot. Is there a major sports event coming up? Be sure you can broadcast it and offer drink and appetizer specials in honor of the occasion. A lot of people like to go out and share the joy of sports with friends and they don’t have to be in charge of cleanup. Large groups of people will eat, drink and linger while they watch the event for a few hours.
Encourage Repeat Business
Great food and amazing service from your staff are the key drivers in making sure your customers keep coming back. But what are some other methods you can use once your grand opening is over?
Keep the Menu Fresh. Fresh foods are loved by diners everywhere, but for this scenario, we mean keeping it changing. Restaurants always offer daily specials, and this makes the experience exciting for customers. You might even have the chef make up some samples and distribute them to diners, imploring them to try. You can then let them know it will be served next week, so be sure to stop by again. Ask your chefs what their specialty is. If your chef perfectly replicates his Italian grandmother’s lasagna, for instance, make sure it appears as a special one of the nights and you advertise on social media.
Have a reward system in place. Everyone and we mean everyone, loves a good deal. Giving away a free item once in a while is a good way to bring diners back. Families and couples alike always look for ways to save money. Cards that can be stamped toward a free meal or appetizer are surefire winners. Email lists are a great and unobtrusive way to offer customers deals and get them coming back for more. Send these out before special days like Super Bowl Sunday or Mother’s Day so that they can plan to come to your restaurant and celebrate. You might offer a free dessert or 50% off the purchase of a second meal on these special occasions.
Summing It Up
Keeping your restaurant at the forefront of everybody’s mind is going to be tough, but you can absolutely do it. Plan ahead, budget accordingly, and of course, have confidence in your staff, food, and ability to provide excellent service. Your community will be enjoying your eatery for decades!
Longitude is a hospitality branding and concept development agency. For questions, please reach out to Jeremy Wells at firstname.lastname@example.org.
Location Isn’t Everything – 7 Ways Your Restaurant Can Still Thrive Despite a Bad Location
If you are planning to run a food-related business, you will almost always hear about how crucial location is. Many restaurateurs say that if you cannot open at the right location, you might as well not open at all.
Unfortunately, the perfect location may not be attainable for you. Space might already be occupied. The rent might be too steep. The neighborhood may already be too saturated by competitors. Or worse yet, you may find yourself in a bad location as you read this.
So, what are you going to do? Are you going to let this stop you? Should you go for it? Or just give up and blame it on your location?
Yes, there are times that a bad location can kill your restaurant. However, there are times when you can overcome this shortcoming. In fact, given the right strategy, you can use a bad location to your advantage.
What Is Considered as A Bad Location for A Restaurant?
Any location can be a good location for a food business. Why? Because people need to eat. And, there are people everywhere. However, to make a restaurant work, you need enough people to eat at your restaurant so that you can cover your expenses and hopefully make a profit.
Here are some reasons that a location could be considered “bad.”
Population & Neighborhood Type
When there are simply not enough people in the neighborhood, that may not be a good location for you to open a restaurant. For example, if the available space is in a residential area, that could potentially be a bad place for a restaurant.
Your lunch service is probably going to be non-existent because people are either in school or at work. You may still generate some profit if people choose your place at dinnertime, but you have to attract a lot of these people in order for your restaurant to survive.
Accessibility & Parking
Poor accessibility is another setback for a restaurant location. If the building where you plan to open does not offer any parking space, you will definitely turn off a lot of potential customers. For rooftop restaurants, a building with no elevator is not something you’d want to consider.
Market Profile & Demographic
Even if the area where you plan to open sees a lot of foot traffic, if your theme doesn’t suit the market’s needs, that is still a bad location. For example, if you are planning on opening a fine-dining restaurant and are offered a space near a university, you will probably not be seeing a lot of patrons.
Dispelling the Myth About Location Being Everything
One thing that you have to remember though is that location is just one of three major things to consider when opening a restaurant. Some great establishment has been known to thrive despite being situated in some hidden nook.
How did they become successful? They focused on the other two factors: food and service. If you have no other choice but to get a space that is not the most ideal for your type of food establishment, you need to make sure that your food is excellent and the service that you offer is impeccable.
A good example of a restaurateur who has succeeded despite location challenges is Joseph Gidman, owner of Cafe Cusco and Van Gogh’s Eeterie.
Both of his restaurants are located in a part of town that has battled perceptions of being dangerous, run down, and depressed. Yet, his two restaurants have been experiencing overwhelming success because he decided to not use his “bad location” as an excuse.
I sat down with Joseph to ask him a few questions about what he attributes his success to, and here is an excerpt from that interview:
“When it opened it was a terrible location because the area felt dangerous and run-down. There was a perceived danger because it was a low-income area.” But he didn’t let the negative stigma bother him, and decided to take a different approach.
“We basically made a point to always, always, always, accentuate the positives. We knew there were negative thoughts and views, but we ignored the negative and only focused on the positive aspects of the location.”
Another aspect that he attributed his success to is the fact that his restaurants were “so unique and different. There wasn’t another place or option to get that style of food.”
He acknowledged, “sometimes the location is the factor, but,” he says, “sometimes you need to look around you. Sometimes people stay in their doors and think it’s the area and not them.”
Joseph also suggested that if other restaurants in the area are succeeding, then it may not be a location, it may be you. “People have to be open to acknowledging what they are doing is failing and change their mode of operation.” Yet, the bottom line, Joseph says, is that “a bad business is going to fail no matter where it is – no matter if it’s a good location or bad location.”
This is just one example of a restaurant who didn’t let a “bad location” stop them from experiencing success, and I’m sure there are many, many more. But if your restaurant is struggling and you think your location is the big reason, here are some ideas that could help.
1. Fine-Tune Your Restaurant’s Unique Selling Point (USP)
What makes your restaurant concept unique?
What sets you apart from the other establishments that are already in the neighborhood? You need to focus on this instead of dwelling about the site where your restaurant will be situated.
Take time to sit down and pretend that you are a customer. Think of all the reasons why that customer will choose your establishment over another. One of the first things that you need to consider is a special service that you can offer your clientele.
Can you offer valet parking if the location has issues with parking space? Do you want to have a “money back” offer should the customer not be fully satisfied with the quality of your food?
How about your food? What makes it special? Will your restaurant offer the best wine selection in the area? Will you be using special ingredients? Some restaurants stand out because they use ingredients that have been specially imported from certain locations.
For example, some restaurants import real Kobe beef from Japan. This is a huge pull for patrons who are interested in trying this type of meat.
Don’t forget about the ambiance. Some patrons come to a food place simply so they could take pictures of the interesting interior.
Is it great for an intimate dining experience or will you be catering to large groups? Will there be unique items on display? Is there a theme? Consider these for your USP and lean into it.
Once you have your USP in place, you can use it to craft your marketing plan. Remember, your unique selling point needs to be “unique”. Additionally, you need to be able to back this up.
If you promise to use the freshest, imported ingredients, you need to really use the freshest imported ingredients in your dishes. Otherwise, your patrons will not make the effort of visiting you in your not-so-ideal location.
2. Serve Great Food and Provide Amazing Service
Since your business is about food, your success will actually hinge on your food. You can be situated in the middle of a high foot traffic location with great visibility but if your food is not good, you will still fail.
Know that if people discover how amazing your food is, they will make the time and effort to visit your restaurant no matter where you are.
Additionally, being unique can only take you so far. Serving something that patrons haven’t tried before will be enough to attract first-time customers. However, it is the quality of your food that will make them come back.
Instead of putting all your money in rent, why not invest in hiring great cooks?
Invest in better ingredients. Hire knowledgeable servers.
By providing your customers with the best dining experience, they will no longer remember the inconvenience of getting to your establishment. You can be situated at the top of a building with no elevator and you will still have patrons lining up to get in.
Work on creating a signature dish that is not offered by any other restaurants nearby. Have your servers learn the names of your patrons.
Tell them to go the extra mile in giving the customers what they need. These are the thing that will have customers coming back no matter how bad your restaurant’s location is.
3. Invest in Effective Marketing
Even restaurants that are situated in great locations still need to employ great restaurant marketing strategies because there are so many other food establishments around. If you have a bad location, you need to work harder to get the word out about your food establishment.
Again, instead of forcing yourself to pay exorbitant rent, use the rent money you’d save to aggressively “sell” your restaurant.
Luckily, you don’t have to work too hard or spend too much on marketing forever. You can ease up on marketing once the customers discover your establishment.
Start with marketing on a grass-roots level. Target the people who are already in the vicinity of your restaurant. Distribute fliers and put up posters within a few miles of your area.
You can even take help from a restaurant marketing agency. Will cost you some money but it works. They will be able to give some good restaurant tips, that will help you in the long run. Also, you will get to know about restaurant technology and different restaurant trends.
If your restaurant will be situated in a hidden location, you need to make your signage really very visible. Creative signages that attract attention will serve you well.
Work on incorporating your specials, promos, and discounts to convince anybody who would see it give your joint a try. You don’t have to limit yourself to static signages.
Invest in eye-catching paper bags and, if you are going to offer food delivery, invest in signages for your delivery vehicles.
Don’t forget to invest in online marketing. In fact, this could be the most important aspect of your marketing campaign. Establish a good social media presence. Post pictures of your dishes, your restaurant’s interiors, and your customers on Facebook and Instagram.
Encourage your customers to post reviews about your establishment. List your joint on Yelp and Zomato. Pay for a good website. You can post promo coupons and tie this site with your loyalty programs.
4. Consider Offering Delivery Options
If you are going to be situated at an out-of-the-way location, it is a must to give your patrons another way for them to get to your food. If they cannot come to you, bring the food to them.
This is why it is important for your restaurant to have a website. This way, your customers can opt to get their food delivered by ordering online. You can also have a phone line installed so that customers can phone in their orders.
There are now so many delivery services offered that you don’t even have to buy your own delivery vehicles. But if you do decide to invest in that, make it work doubly hard for you by equipping it with good signage.
Consider also offering delivery guarantees and other promos that will encourage more customers to keep on buying food from your establishment.
You can offer free side-dishes if they reach a certain amount per order. Or you can give them discounts if the food doesn’t reach them in a timely manner.
5. Establish A Loyalty Program That Is Worth the Customer’s While
Having a loyalty program will give your patrons extra reasons to keep coming back to your establishment. Of course, you have to first give the customers a reason to come back besides the chance to get free meals.
Once people know that you provide great food and good service, you will be able to entice them to join your loyalty program.
Make the offers worth the customer’s time and effort. You can offer free meals for a certain number of visits. You can also offer special dishes only to the people who are members of the program.
This also cultivates a sense of exclusivity. When people see other patron’s getting served special dishes, they’d be compelled to join your program.
How do you do it? You can have an application made where your patrons can create an account and sign up for your loyalty program. This is probably the most effective way to enforce a loyalty program as it eliminates the need for a customer to bring physical cards.
Additionally, since people are always on their phones, you can easily remind them about your promos. You can also go the traditional punch card route and give your customers a physical card which they have to show every time they dine at your establishment.
You can offer free meals or desserts for a certain number of ‘punches”. There are also automatic reward systems that you can explore. Although this may have an additional cost.
6. Collaborate with Other Businesses in Your Area
Developing ties with other businesses in your area is a good idea if you want to beat the competition and overcome the barriers posed by your bad location.
For example, you can provide food for a late screening at a nearby cinema. You can also cater to special events at nearby schools or libraries.
This is a good way for people to discover your restaurant. While there, you can distribute flyers and promo pamphlets that can encourage your potential customers to give your joint a try.
7. Know Your Market by Doing Extensive Research
Before committing to a location, find out why the space is available. Inquire about what happened to the other business that closed up. Learning from the failures of others can help you avoid doing the same thing.
Find out what cuisine people enjoy in that area. Make sure that your menu corresponds to that. For example, if you plan on opening near a school, make sure that your food and price point suit the taste and budget of your possible patrons.
If you find out that the lunch crowd is going to be your meal ticket, adjust your food lineup and bolster the number of your servers during that time.
Determine what type of food is already being served in your area. This will help you identify what will make your establishment stand out. If there are already two or three vegan restaurants in your neighborhood, what can you do to make your food stand out?
While having a good location is ideal, it is not very easy to come by. This does not mean that it is the end of the line for your restaurant dream.
There are so many things that you can do in order to overcome this shortcoming.
Remember to focus on your food and service. Give your customers enough reasons to seek you out no matter where you are.
Top 8 Restaurant Marketing Trends in 2019
Restaurant marketing trends are rapidly changing as tech, consumer desires, and food choices change. Thankfully, it will only take a little information and social media know how to stay on top of the greatest restaurant trends in 2019.
Read on to find out our top 8 methods for you and your team to stay on top and increase your establishment’s traffic.
For lead generation, the future lies in chatbots. This tech tool is on the rise and is taking over customer service for many brands you already know and love. One firm, Gartner, predicts that by 2020 85% of customer interaction will be handled by chatbots.
Give a try to this feature using SMS and Facebook Messenger. You can set up this option for your restaurant on Facebook and setting up an autoresponse message. You may also want to work with a restaurant marketing agency that specializes in these programs, such as Promotable Media.
Are you getting lots of inquiries about operating hours for holidays or about reservations during the busy season? Include a response that has this information contained, plus any other of your restaurant’s frequently asked questions.
If you do not have an answer to your question, set up an auto-message with an instruction to call the restaurant directly or include wait time for response.
Bots are not only a great way to scale communication, but they are also around the clock solution for your customers and audience.
In addition to increasing customer satisfaction, they will bolster your response rate on Facebook, which in turn improves SEO and the chance that your restaurant is recommended by other patrons.
Transparency in What’s Offered
Another critical component of restaurant branding this year is ensuring that your consumer base is clued into what is offered at your restaurant.
With the amount of information available online from reviews to images of food, diners are more aware than ever of shortcomings regarding meals sold at restaurants and brand experiences.
It is critical to your restaurant’s good health that all photos of your meals are updated and accurate on your website as well as other social media channels.
Furthermore, ensuring accuracy and understanding the way you describe the “vibe” or ambiance of your place in the “about” and “history” areas of Facebook and other review sites like Yelp and its competitors can help you see if you have really captured the attention of your patrons.
Mobile is King
If you want your restaurant to soar, and be as popular as possible, optimize your site for mobile. Lots of consumers are checking out their eating choices on the go, not having the time to sit at a desktop or crack open a laptop.
The search engine algorithms of Google value mobile performance for your website. In this manner, you should devote the bulk of your restaurant marketing efforts to keeping your site and app running in top form.
You can also broaden your options for digital restaurant marketing too. For instance, you can set up in-app contests for free food, promos and other special discounts inside your restaurant.
Your best bet is to adopt the following strategies:
Take a minimalist approach. Even though tech in advance and phone screens are huge, you should avoid clutter and unnecessary menus. Avoid drop downs because other content gets blocked.
Make your design focus on the image. Avoid bright colors and lots of text and details. Put an emphasis on the food itself, and make use of simple, contrasting hues.
Go the extra mile for a great hosting service. Do not allow your site to crash or load slowly. A low response rate coupled with lots of content leads to a negative impact on SEO.
Let Me Upgrade You…On Social Media
Every piece of content that is on your website should also be present on your social media pages. Some might argue that social media advertising is on the decline, but more than half of restaurants use social media platforms as a means of advertising.
It is still the most popular solution for advertising against any other form of outbound marketing. One great way to increase your influence on social media is to complete different tasks onto different platforms.
Many marketers in the restaurant and hotel branding industry advertise their businesses in the same way on every social media platform. However, you should separate different varieties of content to make them work with one another, instead of against one another.
Some strategies include:
Use Facebook for posts and text. This is the one that is least focused on brevity and visuals in terms of content. Use this platform for your more informative content.
Instagram, on the other hand, is visual in nature. 2019 will be huge in terms of visual representations of food. Upload short videos and show the “vibe” of your place through video.
Twitter can be used to pose questions and conduct polls to your target audience.
LinkedIn can be used for written content. Recruit new team members and bring in other industry professionals using this platform.
Visuals of Food
It’s okay to outsource some tasks. In marketing, we sometimes think it is better to save money by not spending it when it’s not really necessary.
But given what we know about 2019 being a huge year for visual food representation, a photographer will be a worthy investment. Do not save a few dollars now and miss out on spending from customers of the future.
Take all the chances you get to make your restaurant more enticing to consumers. On your ads and social media be sure you include photographs that are high-quality and professional. After all, food cannot be experienced from afar.
Photographers know what makes something visually memorable. Work with them to make your food look as appealing as possible. This will also give your restaurant something of a luxury vibe-so don’t be afraid to display them proudly on social media platforms.
Furthermore, do not be afraid to recycle old content and re-use photos. People will take note of your brand and your attention to great detail in doing so.
Dive into Content Marketing
Hotel marketing and restaurant marketing need content marketing sectors. You simply cannot avoid them. Offering top quality food is meaningless if you cannot direct your audience to it.
As a means of increasing brand awareness, place your brand so that people will always be directed to it.
You can do this in many different ways.
Put written content that correlates to the food you are selling. Connect the act of eating with culture and create a feeling for your consumer.
Provide top-notch descriptions and high-res pictures for each dish on your restaurant’s website.
Provide other creative content. Do video tours of your banquet rooms, show your method of making a signature dish, interview your staff and have them give recommendations.
Nutrition for the Masses
One thing consumers care about now more than ever is their health and well-being. If you want to improve repeat business, show them that you care, and you are in the loop too. People now really care what their food is made of as well as how it tastes.
Customers want dishes that are nutritious and taste great at the same time. This change in what matters to consumers means you must adjust your marketing to fit the needs of your audience. Many famous restaurants have incorporated messages about health and nutrition into their advertising campaigns.
To aid in your quest of attracting more customers that value nutrition, have a look at these ideas:
It is important to include calories, fats, and other nutritional guidelines. However, people do not respond to this information as much as they used to anymore. Make your ads something that connects your food to good health, positive feelings and wholesomeness of ingredients.
Put the human element into your advertising. People who are in good shape and smiling about your food will make consumers feel good about coming to your dining establishment.
Nature is one way to show off the natural good taste and ethical sourcing of your food. You can photograph your food in a natural setting, or even place it on a stump or chunk of wood as it adds an organic and natural feel to the entire ad.
Be sure to do your photos in such a way that is minimal – meaning light and colors are focused solely on your food’s natural colors and textures.
In the same vein as natural and organic food, many consumers are seeking a plant-based option for dining. This has been on the rise globally, moving from being a niche market to a mainstream fixture in recent years.
Different regions handle this in different ways, and in 2019 it is predicted that the normalization of plant-based diets will be prevalent. This means less talk of health and more focus on eating foods like burgers, nuggets and other comfort foods like pizza that are plant-based.
There will also be a large influence from vegan culture and greater interest and desire for dairy-free products like almond milk and coconut ice cream.
Tell us what you think what will be the biggest restaurant marketing trend in 2019? We would love to hear from you and get more ideas. Join us on our private Facebook Community: Restaurant Owners Startup & Growth!
7 Ways to Study Your Restaurant’s Competition for Your Benefit
When considering competition, most business owners have a negative reaction. Your competitors are the bad guys who are intentionally trying to keep members of your target audience – your customers – from choosing you. When looking at the competition through that lens, it can be difficult to see how any positives could come from a competitor’s existence.
However, competition can be a positive for your business, from the right perspective. It is through competition that you can thrive, innovate and grow. Knowing who the competition is, what makes them stand out, and what people dislike about them is one of the best ways you can achieve a competitive advantage and begin to dominate the market.
Many restauranteurs believe their establishment already stands out from the competition. However, few do enough research to validate those feelings of superiority. By blindly assuming that there is nothing to improve, or that the only things to improve are those that are in response to customer complaints, they can lose out on the opportunity to take their place as one of the best restaurants in their city.
Trying to do what your competitors are doing but basically a little bit better is probably not going to be the winning strategy. The problem is finding what your competitors wouldn’t even consider doing. – Jamais Cascio
When researching your competition, you want to learn as much as you can. You need to know what they offer, how much they charge, what are a customer’s options for obtaining their food (i.e. delivery, take out, eat in), their marketing and branding strategies and tactics, any loyalty or perks they offer to customers, what their customers say they do well, and what kind of promotions they offer. Throughout the research process, you’ll want to keep track of any ideas you have, what your competitor’s strengths are, as well as what their weaknesses are.
Make a List of Your Competitors
The first step in studying your business’s competition is to figure out who they are. Start by making a list of restaurants near your location. You can also check online for restaurants that compete in the same areas as you. For example, if you are a diner serving American cuisine, you’ll want to look at any other restaurants that serve American cuisine, as well as any that provide a quick sit-down option.
You may not want to limit yourself to only your city. Many customers will travel nearby to high-quality restaurants.
Lastly, you can check the Better Business Bureau. Look for the top performing restaurants in your area, as well as new competitors who you may not even be aware of yet. By looking at the top performers and the latest restaurants, you can get a sense of what the newest trends are as well as what makes a restaurant thrive in your market.
Check out Social Media
Once you have your list, you can use the Internet to start your research and scope out the competition. Social media can be full of information. Look at each of their social media accounts and see how they promote themselves. You can also look at how many likes, followers, and how much interaction they have on their accounts.
This can be another way to rank your competition and see which the best are to emulate, especially if the Better Business Bureau does not provide much information. This step in the process may provide a lot of ideas for you to use to promote your own business. Be sure to keep track of those ideas so that you can implement them later.
Read the Reviews
In addition to social media, you can look for other online reviews. See what your local newspapers and magazines have written about your competitors. View review sites online such as Yelp. Make notes of both the positives and the negatives – each will be able to help you develop a competitive advantage.
Also, pay attention to how the competing restaurant reacts to reviews – especially from customers. Are they responsive to everyone? Do they come across as argumentative when receiving complaints? How can you use their examples to improve your own review responses?
Compare Marketing Materials
Online is not the only space where your competition advertises, though you should do a short audit of any digital properties like social media and websites that your competition has. Pick up local marketing materials such as newspapers, magazines and restaurant guides. See if you can find local flyers, coupon handouts, mailers, and other types of advertising. Looking at what your competition is doing well in restaurant advertising, as well as what could be improved, can help you shape a more effective campaign in your market.
Ask Your Customers
Talk to your loyal customers. Do not give them a long paper survey, but casually ask them where they go when they aren’t at your restaurant and what they like about other places. While this information is hard to quantify, it can be helpful.
Use this information to understand your own customers better. What attracts your customers to other restaurants? What do they like at other places that you could potentially utilize in your own business?
You can also uncover ways that your customers find out about other restaurants that you may not be aware of. Besides word-of-mouth, do they use apps or other forms of media? You can use that information to discover other places where you may want to advertise your restaurant in order to reach other customers who are similar to your most loyal ones.
Attend Local Food-Themed Events
Many cities offer food programs such as Taste of the City, or events focused on one particular type of cuisine. Attending these types of events can help you see, in real-time, what your competition is doing and what makes them stand out.
Again, you can ask your own customers for suggestions during the event. What do they enjoy the competition? What do they think you could do better? It can be hard to ask for this type of honest feedback, but if you can listen without taking the critique too personally, it can help your business grow exponentially.
Hire a Restaurant Consultant
Competitor analysis is time-consuming, and it can be difficult to be unbiased. Sometimes it can also be overwhelming to figure out what you should do, and how to prioritize those suggestions. Sometimes when comparing yourself to the competition, it can be too tempting to only focus on the places where your restaurant already excels.
In these types of situations, hiring a restaurant consultant may be helpful. A restaurant consultant will be able to perform a competitive analysis for you. They will help you understand the key differentiating factors that make your competitors stand out, and what you can emulate or even improve on. Restaurant consultants are also already familiar with the competition in your area. This means they will likely already have insight into where restaurants advertise and how they obtain customers. This insight may not be as easy for you to obtain, especially when you are already focused on running your own business.
Restaurant consultants can take their research and other insights to help make a plan. They will help you prioritize, and possibly even implement, the recommended changes. By developing a plan for you, you can more easily use the competition analysis to become one of the best restaurants in your area, without having to do as much of the research yourself.
Once you’ve studied your competition through different channels, or received insights from a restaurant consultant, you can use the different types of information to make improvements to your own restaurant.
Exceed the Positives
Take the things your competitors are doing well, and do not simply emulate them – excel (where possible). Do your competition’s customers appreciate that they can place a very custom order on a competitor’s website? You can build an ordering system on your website, and an app as well. Do customers love the fact that they get a free meal on their 10th visit through a punch card loyalty program? Maybe you can offer a free meal for every nine visits through a digital rewards program.
While it is not possible to exceed every positive you discovered for your competition, even choosing one or two can make a substantial difference.
Exploit the Negatives
Every business has areas where it can make improvements. Outperform your competition in the areas where they are weak. For example, if a competing restaurant has a lot of negative reviews about their employee’s attitudes and behavior, make sure you train your employees to be polite and positive. Offer training materials that teach your employees how to respond to negative feedback. Create policies for refunding money to customers and making mistakes right.
If customers complain about the wait times at your competition’s restaurants during the lunch rush, maybe you can simplify or streamline your own lunch menu so that you can become known as a quick (and delicious) option.
While there are downsides to customers having the option to choose restaurants that aren’t yours, you can utilize this competition to your advantage. If you pay close attention to what others are doing, you can use it to make your own restaurant the best it can be.