?? Restaurant Roundup - 28th March 2024

Whether you're looking to enhance your marketing efforts, stay informed on the latest consumer trends, or keep abreast of the freshest restaurant and foodservice marketing developments, you've come to the right place.

Get the scoop on the hottest hospitality trends. I’m your host, Dawn Gribble, an independent hospitality marketing strategist with over 20 years of international experience.

In this week's Restaurant & Foodservice Marketing News

• ? Starbucks' NFT Plans Shelved
• ?? Panera Bread's Sip Club Price Increase
• ?? KFC's Exclusive Lunchtime Deal
• ?? The Hidden Menu Debate: Should Fast Food's Best-Kept Secrets Be Public?
• ?? Dunkin Donuts' Naming Saga: A Branding Genius or a Faux Pas?
• ?? How To Create a Restaurant Social Media Marketing Strategy

? Let’s Check In!

? Starbucks NFT Plans Shelved

Starbucks has discontinued its metaverse and NFT rewards program, Starbucks Odyssey, as part of its strategic realignment. Launched in beta at the end of 2022, the initiative aimed to offer customers unique rewards through collectable "Journey Stamps" (NFTs) and Odyssey Points, unlocking new benefits and immersive experiences. However, the program will officially end on March 31, with participants having until March 25 to complete any outstanding activities. (QSR )

?? The initial excitement around NFTs offered a unique way to engage customers. However, the complexity and limited reach might have been downsides. For restauranteurs, this is a learning experience! Keep an eye on innovative loyalty programs, but remember—simplicity and value often win. Focus on creating a program your customers love and understand. Explore hybrid models offering digital and physical rewards.

?? Panera Breads Sip Club Price Increase

Panera Bread's Unlimited Sip Club, first introduced in 2022 for $10.99 per month plus tax, recently increased its monthly subscription rate by $3, making it $14.99 plus tax. However, the annual subscription rate remains at $119.99 plus tax. This makes the yearly program a better deal for those who frequently purchase drinks at Panera Bread. Sip Club members can access over 20 beverages, including hot and iced coffees, teas, lemonade, and fountain drinks. It also includes all the perks of the free rewards program, such as free delivery for the first 30 days. Some beverages, such as cold brew and espresso, are not included in the membership. (RB )

?? The primary benefit for customers is the substantial savings and convenience for frequent Panera visitors. For Panera, it encourages daily visits and increases customer loyalty by integrating seamlessly with its free rewards program. This model can drive consistent foot traffic for restaurants, boost sales of non-included items (like food or premium drinks), and strengthen customer relationships. Consider a similar subscription program, offer tiered options (monthly/yearly) and factor in customer needs. Maybe a "heavy sipper" plan with premium drinks could be your recipe for success!

?? KFC New Lunchtime Deal

KFC has recently launched a new lunch-only meal deal starting at ￡5.49. Customers can choose between the Kentucky Mayo Twister Wrap or Fillet Burger for their main course and either a packet of Walkers MAX crisps or a milk chocolate chip cookie as a side. The meal also includes a choice between a carbonated soft drink or a bottle of water. This offer is available every day from Monday to Friday until 3 PM at any KFC location, drive-thru, or via click-and-collect service.? (QSRM )

?? KFC's new lunch deal offers busy people a quick, convenient, and budget-friendly option. Customers win with a value-priced lunch, and KFC boosts midday sales. Restaurants can take inspiration from this idea to drive more targeted promotions during off-peak hours by introducing similar customisable grab-and-go deals at different times of the day or using limited-time offers to gauge customer preferences for future menu developments.?

?? The Hidden Menu Debate: Should Fast Foods Best-Kept Secrets Be Public?

A recent viral TikTok has sparked widespread interest in a hidden McDonald's menu item. Leiela Kapewa-Latu, a mother from Texas, shared her discovery of the $12 "Dinner Box" on the social media platform, which includes a variety of menu items not listed on the regular menu. The video quickly gained over 12 million views and sparked a frenzy among McDonald's fans. However, diners from different states revealed diners from different states revealed discrepancies in pricing and content. In response, McDonald's clarified the existence of bundled deals but noted that they may vary by location. (RW )

?? Customers love a deal, and the mystery element adds intrigue. Secret Menu deals create an exclusive insider experience for customers, encouraging them to share their discoveries on social media and generating free marketing. However, sudden increases in demand can create operational challenges for individual stores.?

Experiment with a secret menu for your restaurant. To create excitement, offer limited-time bundles or "chef's choice" options. Promote the dishes using ephemeral content like Stories, which disappear after 24 hours. But keep it consistent! Confusion = frustrated customers.

?? Dunkin Donuts Naming Saga: A Branding Genius or a Faux Pas?

Dunkin' has sparked controversy by giving one of their popular iced coffee drinks a new name for the spring season. The coffee chain has renamed their small iced coffee to "Short King" - ?a phrase used to praise men who are confident and proud, regardless of their height. The change has sparked much discussion and mixed feelings among fans on the internet. While some appreciate the attempt to connect with younger audiences, others criticise the move, suggesting the brand might be trying too hard to stay trendy.?(FH )

?? Dunkin' renaming its small iced coffee to "Short King" is an excellent example of the challenge of balancing trendiness with authenticity—Prioritise brand alignment when considering name changes or menu updates. The key to success is to remain true to your brand voice while incorporating creative elements into your campaigns. It's much more effective to be authentic than to try to be trendy.

How To Create a Restaurant Social Media Marketing Strategy

To develop an effective restaurant social media marketing strategy , follow these steps:

Defining Your Goals

Start by setting clear and measurable goals for your social media efforts. Consider what you want to achieve, whether it’s increasing brand awareness, driving website traffic, boosting customer engagement, or generating more online orders.?

Define your objectives effectively using the SMART goal framework (Specific, Measurable, Achievable, Relevant, and Time-bound).

Identifying Your Audience

?When you’re creating content, you need to know your target audience. Analyse your current customers and consider their demographics, preferences, and online behaviour. Utilise social media analytics tools to gather insights about your followers’ demographics, interests, and activity patterns. You’ll use this info to tailor your content and choose the right social media platform to reach your audience.

Selecting The Right Social Media Platforms

ach social media platform has its own user demographics and content format. Consider the preferences and characteristics of your target audience when choosing the platforms to focus on. Some popular platforms for restaurants include:

• Instagram: Ideal for visually showcasing your food, ambience, and behind-the-scenes experiences. Instagram has a predominantly younger audience, makes it perfect for attracting millennials and Gen Z.
• Facebook: With a wide demographic reach, Facebook is a versatile platform. You can post many types of content, like photos, events, and long videos. Reviews and recommendations are also popular on Facebook.
• TikTok: A rapidly growing platform known for short, engaging videos. TikTok is popular among younger audiences and can showcase menu items, share cooking tips, and highlight the dining experience.
• X (Twitter): A platform for quick updates, news sharing, and customer engagement. X encourages conversation and can be used to build relationships with your audience and address customer queries.

Creating Engaging Content

When you’ve defined your goals and chosen the right platforms, it’s time to create engaging content.

Here are some content ideas for restaurant social media marketing:

• High-Quality Food Photography: Showcase your dishes in enticing photographs that make viewers crave your food.
• Seasonal and Daily Menus: Share your daily specials, seasonal offerings, and limited-time promotions to create a sense of urgency and excitement.
• User-Generated Content: Encourage customers to share their dining experiences and tag your restaurant. Repost user-generated content to showcase social proof and build a community around your brand.
• Behind-the-Scenes Sneak Peeks: Take your audience behind the scenes and show them the hard work and passion that goes into creating their dining experience.
• Employee Spotlights: Highlight your employees, including chefs, servers, bartenders, and others, to humanise your brand and showcase the people behind the scenes.
• Recipes and Cooking Tips: Share recipes, cooking tips, and culinary insights to provide value to your audience and establish your restaurant as an authority in the industry.

Engaging With Your Audience

Social media isn’t just about broadcasting your message; it’s about engaging your audience and building relationships. Respond to comments, messages, and reviews promptly and professionally.?

Show genuine appreciation for positive feedback and address any negative feedback with empathy and a commitment to improving the customer experience.

Analysing And Adapting

Regularly analyse your social media performance using the platform’s analytics tools. Keep track of critical metrics such as follower growth, engagement rate, reach, and website traffic.?

You can use these insights to refine your strategy, figure out what works best for your audience, and adapt your content.

Best Practices For Restaurant Social Media Marketing

To help you make the most of restaurant social media marketing efforts, here are some best practices and tips to keep in mind:

• Aim to post at least three times per week on each platform you choose to focus on. Schedule posts in advance and stay organised with social media management tools.
• Show your restaurant’s personality, values, and unique selling points. Be transparent about your offerings, pricing, and customer experience. Building trust with your audience will ultimately increase customer loyalty and advocacy – play the long game!.
• Encourage your customers to share their experiences, tag your restaurant, and use branded hashtags. Promote user-generated content and build relationships with your customers by reposting it (remember to ask for permission first!).
• Gain credibility and reach a wider audience by partnering with social media influencers. Find influencers with a following that aligns with your brand values. Reach out to them through social media messaging or business emails and propose mutually beneficial collaborations.
• Invest in high-quality food photography and videos that showcase your dishes, ambience, and unique dining experiences. Experiment with different formats, such as Instagram Stories, reels, and TikTok videos, to tell compelling stories and engage your audience.
• Monitor and respond to online reviews promptly and professionally. Show appreciation for positive reviews and address negative feedback with empathy and a commitment to resolving issues. Use reviews to learn and improve your restaurant’s offerings and customer experience.
• Collaborating with local businesses can help amplify your social media reach and create valuable partnerships. Consider hosting joint events, cross-promoting each other’s social media accounts, or running coordinated marketing campaigns to tap into each other’s audience.
• Track and measure your social media marketing results regularly. Use platform analytics tools and website analytics tools like Google Analytics to understand the impact of your social media activities on website traffic, conversions, and overall business goals. Adjust your strategy based on the insights gathered.
• If you’re new to social media marketing or need expert guidance, consider seeking assistance from social media strategy or restaurant marketing consultants. These professionals can provide tailored strategies, insights, and industry best practices to help you achieve your social media marketing goals.

Take-Away?

Social media for restaurant marketing increases your brand visibility, expands your customer base, and fosters meaningful connections.?

Stay authentic, engage with your audience, and analyse and adapt your plan to maximise your social media marketing efforts.

Do you need Expert Marketing Support? visit hospitalitymarketinghub.com