Does 3rd Party Delivery Make Sense for Your Restaurant?

An increasing number of companies are thriving through the rising of 3rd party delivery services. Like many other trends in the hospitality industry, the development of this one has been driven by changing customer expectations.

In this case, the demand comes not only from the younger generations (ages between 18 to 34), but surprisingly older generations are showing interest. Being able to respond efficiently to the needs of your customers is vital to increase profitability and customer retention.

Being able to respond efficiently to the needs of your customers is vital to increase profitability and customer retention.

However, investing in this trend can be an intimidating step due to its cost and high competition. The main questions to ask are: Is this trend going to last? Does 3rd party delivery make sense to your restaurant? Should you avoid or master this tool? I hope this article will help you make that decision.

Is This Service Trend Going to Last?

This is always a difficult question to ask, especially in the hospitality industry There are a few pieces of evidence and statistics that can suggest an answer.

The outsourced delivery service trend can potentially be one of the greatest modern disruptors in the restaurant sector.

To understand if it will last, it is important to analyze what kind of customers are driving the changes that the industry has been undertaking.

Millennials’ Expectations Are Different

Millennials are the main demographic responsible for the current changes in the food delivery industry.

A survey has found that 21% of customers are preferring third party delivery services, a number that increases to 30% when considering only ages between 18 to 34. While the rise of casual dining has so far been a blessing for restaurants and chains, millennials are now preferring to savor their favorite dishes from the comfort of their homes.

The Decision Process

A study suggests that potential customers won’t be looking specifically for your restaurants on third party delivery platforms. Moreover, the choice is often driven by the reviews of other consumers rather than the actual offer.

So, it is important to create an effective relationship management strategy, especially as there is no physical interaction with your customers.

What Is the Market Like?

Dining patterns have been developing and changing over the past few years. Today the delivery service industry is worth $90 billion globally.

Depending on the type of product your restaurant is offering, trying to get a share of this market can be vital. For instance, for franchise restaurants, it is a must today to rely on a third-party service for a large portion of their profit.

The Companies

Globally, an increasing number of 3rd party delivery service companies are thriving thanks to this trend. The scene is dominated by famous names like Deliveroo, DoorDash, and GrubHub.

However, private transport companies are also expanding in this area (Uber Eats or Grab Food). This makes it easy to find a delivery services vendor that fits your needs, but don’t forget that they do charge high fees for each delivery!

The Industry’s Reaction to The Trend

While restaurants have been able to serve takeaway food for a long time, there has been a resistance in accepting this new trend.

It is understandably difficult for mature restaurants to let go of the direct and personal interaction with the customer. Moreover, hospitality trends come and go quickly and a little hesitation in investing in this one is expected.

Hospitality trends come and go quickly

The Future of Third-Party Delivery

While the whole food delivery industry has bloomed in only a few years, this is only the beginning of it. Figures are rising constantly. Not investing in this trend could lead to a great loss of income and customers.

While there are other viable options, 3rd party delivery services are the modern answer to increased market share and visibility that doesn’t require a major initial investment to see results.

Should Your Restaurant Use A Third-Party Delivery System?

The decision of investing capital in the services of a third-party delivery system can be extremely rewarding.

However, it is important to have a deep understanding of your business’ identity and customer base to predict whether the expenditure will be beneficial. In case you decide that the investment is right for you, this analysis will help you pick the right platform.

What’s Your Business Identity?

Are you the owner of a small family-run restaurant, specializing in particular dietary requirements or part of a larger chain? The size of your business matters in this case, as you would have to balance the investment with the potential profit deriving from it.

The size of your business matters

Also, statistics suggest that for specific types of businesses, such as late-night food vendors or pizzerias, it is vital to be included in one or more third-party systems.

What Is Your Customer Base?

By including your restaurants in a third-party delivery service platform, you are likely targeting a market share made up by Millennials and younger generations.

They are often tech-savvy and will base the decision to order from a specific place on reviews and scores. So, for instance, if yours is not a casual dining restaurant marketing to Millennials, you might neither see any positive result nor target the customers you wish to attract.

Promoting Your Restaurants

If you have just opened a new restaurant or outlet, while it is a considerable investment, could be beneficial to affiliate yourself with a third-party delivery service to improve your business’ visibility.

These platforms will let you enhance your marketing strategy, create promotions and offers. This is great to create an initial customer base and spread the word about your new business in no time!

Are You Looking to Expand?

Third-party delivery systems can be extremely beneficial if you are looking at expanding your customer base and fill in the gap between demand and supply.

With an in-house delivery system, it is possible to meet the needs and expectations of only a limited number of customers, depending on your resources. Oppositely, third-party platforms can deliver your food to a larger number of consumers and increase your revenue. 

Should Your Restaurant Avoid Using Third-Party Delivery Platforms?

While many franchises and chains are affiliated with third-party delivery vendors, it doesn’t mean that this is the right decision for you!

It is important to consider the risks associated with this investment, to avoid overlooking other essential factors of your business, such as customer loyalty.

The Price

An analysis of the costs associated with third-party delivery systems has found that it can be a significant investment to undertake for a restaurant.

Often the platforms are charging between 15 to 30% commissions for their services, in addition to a delivery fee for the customer. This can limit the budget of daily operations and be a burden for smaller companies.

Limited Control Over Your Customer Service

If you are using an outsourced delivery service, the only personal interaction a customer would have when buying from your restaurant is with the provider’s personnel.

This can limit your control over the customer service you are wishing to offer and affect your customer loyalty. Outsourced delivery systems are convenient for the customers but, providing a fast-paced service, often don’t meet consumers’ expectations.

Difficulty in Retaining Customers

If you are looking at retaining your clients and improving your restaurant’s customer loyalty, an external delivery service might not be the best option for your business.

Oppositely, with in-house promotions, offers, and contests it is easy to gather customer data, through which hospitality businesses are able to create personalized services. Moreover, often the data that could help you retain your best customers is passed over to the third party, which will use it in their favor.

Often the data that could help you retain your best customers is passed over to the third party, which will use it in their favor.

In-House Delivery Systems

This is a great option if you are hesitant about buying a third-party delivery service. While this could mean an initial large investment, your business would be able to maintain direct interaction with current and potential customers.

Moreover, the guests that have already been visiting your restaurants will see in your delivery staff a point of reference for constructive feedback.

Few Things to Consider 

The initial investment would be greater than the one required for an outsourced delivery service, but your business will have lower ongoing commission fees to cover.

The initial costs will have to cover the cost of vehicles, insurance, packaging, dedicated personnel, and food storage and transportation facilities. However, through budgeting an analysis, this has been proven to be more rewarding!

Bottom Line

The delivery service industry is continuously growing and offering unmissable opportunities for anybody in the hospitality sector. However, it is important to understand if using a 3rd party service makes sense to your restaurant.

While this is can be a major investment, it could lead to increased visibility and profitability, as well as being able to offer your product to a larger customer base. But, if you are looking at retaining your returning clients and better your customer service, an in-house personalized delivery system could be a better solution.

Was this article helpful? We’d love to know. Let us know by emailing info@longitudebranding.com


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.

In fact, in many areas, restaurants that don’t offer delivery are closing down.

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.

In closing

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.

Restaurant Technologies That Build Brand Loyalty

Some of the most popular technologies that build brand loyalty may surprise you. After all, you likely already know about some of the more popular ones like mobile apps or email coupons.

But stay with us throughout this informative article to find ways that will enhance your brand and keep your customers coming back for more.

Restaurant Website Improvements

You might shake your head at how obvious this one is, but don’t underestimate the power of websites when you are building your brand. A well-designed, easy to read and mobile optimized website is going to be a huge win for your customers. It can absolutely make or break a business.

don’t underestimate the power of websites when you are building your brand.

One survey by Deloitte titled The Restaurant of the Future: Creating the Next Generation Customer Experience indicated that 85% of customers took a look at restaurant’s menu online as they were deciding whether or not to visit for the first time. The ones who do return are likely to spend more money at your establishment, also.

The critical component here is to make sure that your online menu scales to fit smartphones and works well on mobile browsers. Do not include any tabs or drop-down menus, as these tend to obscure text on your page. Use neutral colors that are easy to read.

Customers also really care about ingredients and what’s in what you are making. Do your best to list what each and every dish entail and denote if it is inclusive for a dinner with a dietary need: gluten free, wheat free, vegan/vegetarian to name a few.

Restaurant Mobile Apps

You can use these technologies for a wide variety of promotions and deals that will entice customers, such as menu viewing, food order placement, and even delivery.

The same survey we mentioned earlier showed that a great majority of those who responded-70%, in fact, looked for apps that delivered offers that were personalized.

Nearly half of diners in the USA enjoyed using on-demand food delivery that they access through the use of an app.

Customer loyalty programs, reviews, and other tools can also be performed through the use of an app. Most of the time, these apps are found in really huge restaurant chains, but it may behoove you to seek out a developer who may be able to create an app if your establishment has enough business, or is a regional chain, for example.

Using an app makes it way easier to attract new customers, too. After all, many people like to see what you offer first before they step inside. Be sure that if you do develop an app, you keep it clean and uncluttered.

Reward the customer when they open the app with a discount or free item once a dollar amount is reached. Engagement options are virtually limitless with mobile apps.

Restaurant Social Media

Here is a huge opportunity to connect with your customers using a method they already know about. The chances for you to interact with your clientele are numerous, and there are a few different and great ideas you can use to get your brand off the ground and into the heads of the people you want to bring in.

For starters, ask some questions. Show you really care about what people think. Occasionally inviting your diners to provide feedback might be a little scary, but you are able to tap into what your consumers are thinking and see where their minds are when they think about your establishment.

In this manner, you can find out ways to improve your operation and foster brand loyalty at the same time.

You can ask fun questions like:

  • What do you love about eating out?
  • What’s your favorite drink?
  • What charity should we sponsor?

You can also use Social Media to create a hub of information for your guests. Post news about your establishment, talk about specials and post photos of your new and tasty meals.

People will eventually see it as a place to get information and continue to come back as a means of finding out what’s new.

Chatbots for Your Restaurant

Chatbots are becoming pretty mainstream when it comes to the industry. They offer answers to all the basic questions without being super intrusive to customers.

They are designed to interact with customers in a way that is both meaningful and helpful, and they can be integrated with a variety of interfaces like Facebook, Telegram or Slack.

Customer retention and loyalty are critical to the solvency of a business, especially ones that are based in hospitality and/or service.

Therefore, it is necessary that you exceed all expectations especially when you are talking about customer service. When it comes to ordering some items, making a reservation, or even asking about ingredients, it is nearly impossible to make every customer happy which can give a negative image to your restaurant’s brand.

But using a chatbot means customers don’t have to make a call to the establishment. They can simply talk to an AI bot which can be programmed to make reservations, answer basic questions, order food and then takes the payment for said food.

This frees up your staff to focus all their attention on the customers already inside your restaurant. Plus, chatbots never close and work around the clock.

Augmented Reality in Restaurants

Imagine if your customers were able to project an image of a meal you create using their smart device.

That burger, sandwich, cupcake or steak might look pretty appetizing and entice them to order.

That’s what’s currently happening at Magnolia Bakery in New York, where customers can check out the catering menu by projecting virtual images of the pastries offered via their mobile devices. It has proved to be very popular.

This tech is making its rounds, and soon you might see more than a few hungry customers staring at their devices, visualizing what they would like to eat.

Large corporations like Coca Cola and even regional chains like Bareburger in NYC have paired up with AI companies to bring a new experience to customers and get them interested in what’s offered.

Put the Power in Their Hands

Touchscreen tablet menus are a huge hit with young customers, especially those aged 24-35. One study by Accenture Loyalty found that over half of customers in that age bracket are more loyal to brands that were letting them create something that was unique and tailored to their individual needs.

Tablet menus are indeed great. You can make it very easy for customers to create and customize just what they want to eat with just a few easy taps and clicks.

And unlike printed menus, you can utilize an endless amount of space to make your words count and tell diners all they need to know.

Some technology even includes prompts that offer popular add-on products and upsells to customers for different menu items.

Tablet menus are designed to stay right at the table while your customer dines. When they want another app or desire another drink, all that has to be done is touching the “reorder” button instead of having to wait for a server to come by again.

Plus, this method is great if your establishment tends to be rather noisy or features live music.

Simplifying Payment Experience

One great way to engage guests is to make their payment experience a breeze. The vast majority of guests desire a payment experience that is smooth and lacks any sort of friction. But only a few of us have the tech to make it happen. What can we do to change this and in turn boost brand loyalty?

The vast majority of guests desire a payment experience that is smooth and lacks any sort of friction.

Your POS system is a big factor here. If you have upgraded to an mPOS, you are able to process card payments right at the table as well as NFC mobile or “contactless” methods of payment. By using a mobile POS, you can scan a diner’s smartphone and take their Apple Pay or Samsung Pay to settle the bill.

Having this great tech can also help you make the payment process go a lot faster. If a guest is ready to leave, they really hate waiting around to get their check and then wait for the server to come back with their credit or debit card.

Tablet menus are great because guests can simply pull up the bill, pay at the table, tip their server and leave on their own terms, which is a huge win.

Text Messages

We shall close this article regarding popular restaurant technologies that build brand loyalty by going back to the basics and talking about text messages.

Text messages are great for a variety of reasons. You can get customers to sign up for text alerts by offering them a free product for signing up. By sending them a coupon that gives them a free app, dessert or other coupons, you increase the chance they will come back.

The chain Texas Roadhouse, for instance, garnered over 60,000 subscribers to its mobile subscription list over a year thanks to its loyalty calls to actions, says Retail Dive.

In Closing

What do you think? What technologies will build brand loyalty? Email us your thoughts (info@longitudebranding.com) or ask us a question – we’d love to hear from you!

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.

Chatbots

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.

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.

Plant-Based Marketing

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.

Conclusion

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