?? Food for Thought: 7th February 2024
Dawn Gribble
?? Hospitality Marketing Expert | MIH | MCIM | Founder HospitalityMarketingHub.com ?????
Serving Up Industry Insights and Expert Advice for Restaurants & Foodservice
?? Google to Scale Back Its Restaurant Ordering Feature
Google is scaling back its Order with Google feature, redirecting customers to third-party ordering sites or the restaurant's website instead of allowing them to order directly via Google search or maps.?
Launched in 2018, this feature aimed to make ordering food more seamless and beneficial for customers and restaurants. The search engine found that most customers prefer completing their orders on partner sites or directly with the restaurant.??
From 30th June 2024, when customers click on a restaurant's "Order" button, they will be directed to third-party sites like DoorDash, Grubhub, Uber Eats, and Toast or the restaurant's website ordering page.?
?? To take advantage of this change in direction, restaurants should prioritise the digital customer experience and path to purchase on their websites.?
? Starbucks to Capitalise on Record Loyalty Membership with App Improvements
Starbucks saw a significant surge in its loyalty program, with a 13% year-over-year increase. To enhance customer engagement and foster repeat visits, the company leverages its Deep Brew data analytics and AI platform to identify customer segments and then tailor personalised shopping incentives.?
Plans for app improvements include features like using personal cups and providing accurate order wait times for mobile orders. An innovative pilot program with delivery provider Gopuff led to the introduction of overnight orders with delivery in about 30 minutes, expanding accessibility for all customers. This strategic move and ongoing personalisation enhancements aim to elevate customer experiences.?
?? As customers live increasingly curated lifestyles, Starbucks continues to inspire with its personalisation strategies. How are you creating personalised moments for your customers??
?? IHOP Targets Frequency with New Pancake of the Month Promotion
IHOP has launched a new Pancake of the Month program, offering a rotating selection of flavours and incentives for loyalty members who try all options. The incentives include:
The campaign begins with chocolate strawberry pancakes for February.
?? Frequency is critical in restaurant marketing as it directly influences customer retention and brand loyalty.?
Frequency taps into the law of familiarity, the psychological principle that people tend to express a preference for things simply because they are familiar with them. Familiarity can lead to a sense of comfort and perceived trustworthiness, which in turn influences decision-making and judgments.??
Offer a weekly or monthly special to keep customers coming back on a regular basis.?
?? Prosecco DOC Campaign Receives Backlash
Consorzio Tutela Prosecco DOC's "This is not Prosecco" marketing campaign in the UK has sparked controversy by criticising the packaging of Prosecco in steel kegs and aluminium cans. In one poster, a steel keg was depicted with the text: “This is not Prosecco. Do not call it Prosecco. It is a common effervescent wine”.?
This has prompted a debate about the traditional image of Prosecco and the acceptance of alternative wine packaging, such as kegs and cans, with one producer saying “I think it’s incredibly shortsighted to advertise that Prosecco is not available in more sustainable packaging than heavy single-use glass bottles.”
While the campaign aimed to differentiate Prosecco as a premium product, its backlash has generated substantial publicity.?
?? This story is a great example of how marketers must find the right blend of tradition and innovation,? especially when changing how people perceive a heritage product.?
?? Krispy Kreme Doughnuts' Valentine's Day Campaign Unveiled
Krispy Kreme is celebrating Valentine's Day with heart-shaped doughnuts, including flavours like cake batter, chocolate, and strawberry.?
They also offer a special gift package called Dough-Notes Dozen, which includes the new heart-shaped doughnuts and Original Glazed doughnuts and provides space for a personal note.?
Customers can order the Dough-Notes Collection for catering events and purchase Valentine's Day gift cards online.
?? A great example of seasonal marketing from Krispy Kreme, the addition of the notes is a nice touch and taps into the demand for personalisation.
?? How to Maximise Your Restaurant's Online Presence
A restaurant’s digital presence goes beyond its website and social media. It encompasses all the digital touchpoints a potential customer might interact with, including online reviews, search engine results, social media recommendations, local forums and more. In my experience, the best channels to be present on are Google Maps, Facebook, Instagram and TikTok. YouTube is also popular in many cities and for tourists who want to explore a destination before they arrive.
The better your online presence, the easier it is for people to find you, learn about what you do, and become your customers.
Why is a Digital Presence Important?
Increased Visibility: A strong online presence makes your restaurant easily discoverable to a local, national and global audience. It’s the digital equivalent of having a prime location with loads of footfall in the physical world.
Customer Engagement: Digital platforms provide opportunities for direct interaction with your customers. You can engage with them through comments, reviews, or direct messages, creating a sense of community and fostering loyalty. I’ve found that getting involved in community discussions is a really effective way to build your online community.?
Online Reviews and Reputation: Online reviews significantly influence customer decisions. A good online reputation can help you get new customers and keep existing ones. Make sure you respond to all reviews, both negative and positive.?
Online Ordering and Reservations: With the pandemic accelerating the growth of online food delivery and reservation systems, your online presence has never been more vital.
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Crafting an Engaging Restaurant Website
Digital presence starts with your website. It’s where potential customers can explore your menu, make reservations, order food, and learn more about your story and values.
Appealing Visuals: High-quality images and videos of your dishes, ambience and location can entice visitors and give them a glimpse of what to expect at your restaurant. Google has just made it easier for customers to find food using visual search, so update these pics now if you still need to.
Accessible Menu: Your menu should be easily accessible and up-to-date. Include detailed descriptions and photos of your dishes, including allergy and nutritional information, to engage health-conscious customers.
Online Reservation and Ordering System: Deploy an easy-to-navigate online reservation system to make booking seamless for your customers. If you offer food delivery, integrate an online ordering system as well. Google is phasing out its Ordering system as it found that customers prefer to order food directly from the website, or from a delivery partner.
Search Engine Optimisation (SEO)
SEO improves your website’s visibility in search engine results.?
With effective SEO, you can drive organic traffic to your website, increasing visibility and attracting more customers; over time, your page authority and reputation will help improve your rankings, meaning you may not need to spend so much on Paid Search Ads.?
Keyword Research: Identify the keywords potential customers might use when searching for restaurants like yours. Include these keywords into your website content, e.g. Looking for the best chicken dinner in London?
Local SEO: Optimise your website for local searches. This includes using location-based keywords and ensuring your restaurant’s name, address, and phone number (NAP) are consistent across all online platforms. Having a Google Maps entry is essential.
Mobile Optimisation: Ensure your website is mobile-friendly. Most people use their mobile devices to search for restaurants and make online reservations or orders.
Website Speed: Slow website speed can deter visitors and negatively impact your SEO. Aim for a load time of under three seconds.
Content Creation: Regularly create and publish unique, high-quality content. This can include blog posts, recipes, or news about your restaurant and team.
Social Media
With social media platforms, you can reach and engage with a lot of people. They can showcase your menu, share updates, engage with customers, and even take reservations or orders.?
Pick a platform that’s right for your audience. Instagram and Facebook are popular choices and should be included in any restaurant's social media strategy. You should also establish a presence on TikTok.
Brand Consistency:?Make sure all social media platforms are branded consistently. This includes your logo, colour scheme, tone of voice, and overall aesthetic.
Engaging Content: Post interesting content regularly. This can include delicious photos of your dishes, behind-the-scenes glimpses into your kitchen, or customer testimonials. Gen Z has a preference towards raw content, so don't worry about your pictures not being perfectly polished.
Customer Engagement: Engage with your customers by responding to comments and messages, sharing user-generated content, and running contests or giveaways. Get your employees in on the action too; they can be your best ambassadors!
Promote special offers, events, new menu items and even secret menu items. Exclusive deals for social media followers can incentivise people to follow and engage with your profiles. Use ephemeral content like Stories to promote last-minute availability.
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Tips For Managing Your Online Reputation
A single negative review can significantly damage your restaurant’s reputation. Online reputation management involves monitoring and responding to online reviews, addressing negative feedback, and building a positive online image.
Monitor Reviews: Regularly monitor reviews on platforms like Google, Yelp, and TripAdvisor. Be aware of what customers are saying about your restaurant. A lot of customers are now using Review Sites to discover new restaurants, so make sure your listings are up-to-date.?Use AI to check out summaries of your latest reviews to identify strengths and weaknesses in service.
Be prompt and professional when you respond to reviews.?Reward positive reviews and address negative ones.
Encourage satisfied customers to leave reviews.?This can be done through in-person requests, email campaigns, or social media posts.
Manage Negative Feedback: If you receive negative feedback, address the issue promptly and professionally. Apologise if necessary and offer solutions to resolve the problem.
Monitoring Performance and Adapting Strategies
Keeping up with restaurant digital trends and continuously monitoring and adapting your strategies are vital for maximising your online presence.?
Use tools like POS Reports, Google Analytics and Meta Business Insights to track your performance and gain insights into your audience’s behaviour.
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Key Metrics To Monitor
Website Traffic: Monitor the number of visitors to your website, where they are coming from, and what pages they view.
Social Media Engagement: Track likes, shares, comments, and followers on your social media platforms. These metrics can provide insight into what content resonates with your audience.
Online Reviews: Keep an eye on the number of reviews, overall rating, and common themes or issues mentioned in the reviews.
Conversion Rates: Track how many website visitors or social media followers convert into customers. Online reservations, orders, or enquiries could measure this.
Use these tactics to maximise your restaurant’s online presence, attract more customers, and stay competitive.?
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Here's to Your Success ???