?? Restaurant Roundup 11th July 2024

Welcome to this week’s Restaurant Round-Up Marketing News. I’m Dawn Gribble, your host. I'm on a mission to bring you the latest actionable insights to help you Delight Guests and Drive Growth.?

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??? Restaurant Marketing News

• ? Starbucks Fights Design Dispute Over Cannabis Dispensary Logo (CB )
• ?? Shake Shack Launches Party-Ready Burger Promotions (TH )
• ?? McDonald’s Leverages Anime in Latest Sauce Campaign (NA )
• ?? NRN Unveils Series on Emerging Restaurant Chains (NRN )
• ?? KFC Launches New Merchandise Line with BoxLunch (PH )
• ?? Chipotle Partners with American Olympians for Menu Collaboration (SBJ )
• ?? Island Fin Poké Co. Announces Dog-Themed Social Media Contest (QSR )
• ?? Sonic Joins Fast-Food Value Wars with $1.99 Menu (SN )

Google Maps For Restaurants

With its vast user base and advanced features, Google Maps can significantly boost a restaurant’s visibility and attract more customers.

• 46% of all Google searches are location-based.?
• 50% of local mobile searches look for a local business address.
• 78% of mobile local searches prompt an offline purchase.?

(Source: Google)

How Location Search Works

To optimise your presence on Google Maps effectively, it’s helpful to understand how location-based searches work.?

Location-based searches on Google Maps can happen in two ways:

Direct Location Search:?Users enter the location or keywords related to your restaurant into the search bar. For example, someone might search for “Italian restaurant in Boston, MA.”

GPS-based Search:?Users’ devices provide their GPS coordinates to Google, and the search results are based on their current location. For example, someone might search for “Italian restaurant London” or “Italian restaurant near me.”

Both types of searches are vital for your restaurant’s online and foot traffic.

Visual First Search Layout

To enhance the user experience and spark imagination, Google has introduced a new search results interface on Google Maps. This “photo-first” layout prioritises photos and videos associated with business profile listings, providing users with visual inspiration and information.

When users search for restaurants or other businesses, they will see photos prominently displayed above other listing details like the company name, star reviews, address, and phone number.?

With this new layout, restaurants must ensure their Google Maps profiles have high-quality visuals to engage users and entice them to choose their establishment.

Wheelchair-Friendly Update

Every restaurant needs to think about inclusivity and accessibility.?

Google Maps now lets you request stair-free walking routes, benefiting not only wheelchair users but also individuals with strollers or heavy luggage.

If you have the wheelchair-accessible option enabled in your transit preferences, Google Maps will also automatically apply this to walking routes.?

Users can access stair-free directions by tapping the three dots at the top of the screen and enabling the “wheelchair-accessible” option when requesting a walking route.

This 2023 update ensures disabled individuals can easily find and choose wheelchair-friendly establishments, promoting inclusivity and equal access to services.

Google Maps Checklist

Here’s a checklist to ensure your restaurant’s Google Maps profile is optimised for maximum visibility and engagement:

• ?Create and verify your Google My Business account.
• ?Provide accurate and complete information in your profile
• ?Choose relevant categories and attributes
• ?Add high-quality photos and videos
• ?Monitor and respond to customer reviews
• ?Utilise Google Posts for promotions and updates
• ?Engage with customers through messages and Q&A
• ?Monitor insights and analytics to refine your strategies
• ?Take advantage of the photo-first search layout
• ?Ensure wheelchair accessibility information is accurate
• ?Respond promptly and professionally to customer interactions
• ?Make use of Google Maps as a customer service tool

Read the full article Google Maps for Restaurants

Restaurant Review Management Process

Effective review management is the cornerstone of maintaining a positive reputation in the hospitality industry. Whether the feedback is positive or negative, handling it can significantly impact customer perceptions and loyalty.

Timing

• Check the time and date of when the feedback was left.
• Respond as quickly as possible to minimise potential brand damage.

To ascertain whether it's a genuine review or not, check:

The Reviewer

• Has the reviewer been leaving a large number of negative comments?
• Are they targeting similar businesses or brands?
• Do they have connections with a competitor?
• Have they filled in their profile??
• Do they have a Profile Picture?
• Have they written more than one review?

The Content of the Review

• Do they speak in generalisations?
• Does the text read like it's been copied/pasted?
• Are they correctly referencing the goods/services/products you sell?
• If they discuss a time frame (such as "We came in last night"), does it match the opening hours and service?

When reviewing the content of the text, most genuine reviewers will use names such as menu items, dishes and drinks, pricing, and what happened. If these items are missing from the review and the text is vague, it may be a fake review. However, management must make this judgement.?

• If the reviewer has a history of posting negative comments about the type of business, offers no proof that they've stepped foot in the venue, and has an incomplete profile with no personal details, this is most likely a fake review.
• If the reviewer has a history of posting a mixture of reviews, has filled in their details and uses the account for a variety of venues, then it's most likely a genuine review.
• If you've determined the review is fake, flag it as inappropriate or report it for removal; the process will depend on the site where the review is posted.

Links For Reporting Fake Reviews?

• Google
• Trustpilot
• TripAdvisor
• Booking
• Facebook
• Just Eat
• Yelp

Get the Full Guide: ? Feedback Management Mastery: Techniques for Hospitality Marketers & Managers

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