Serving Authenticity: The Possible Recipe for Restaurant Marketing in 2024
Jay Ashton ??????
Canada's Restaurant Guy | Fortune 50 Branding, Marketing & AI Integration Expert | Restaurant Coach | Co-Host of The Late Night Restaurant Show | Founder of The Late Night Restaurant Network
Canada's Restaurant Guy, Jay Ashton
Our recent podcast on The Restaurant Show, with Technomic has given me plenty of food for thought. From the imperative of authenticity in an age of digital diners to the challenges of economic shifts, we're set to explore the gamut of marketing trends that will possibly define our industry in 2024.
The Resurgence of Authenticity in 2024: A Dive into Raw Realness
With the restaurant industry burgeoning, there's been a marked shift in diners' preferences. In a world saturated with media, genuine stories stand out. Think about the small Italian trattoria where Nonna's voice echoes every time a dish clatters to the table, or the local cafe that sources its produce from the farmer next door. The imperfections, the unfiltered moments, the genuine laughter—these form the core of dining experiences that diners yearn for in 2024.
The New Era of Transparency: Technomic’s research indicates a 35% increase in patrons choosing restaurants that share behind-the-scenes content. This is the age of knowing where your food comes from, who makes it, and the love that goes into it.
Stories that Resonate: Every restaurant has a story. Whether it's about the origin of a dish, the history of a vintage wine, or the journey of an establishment—it's these narratives that make diners choose you over the next restaurant. Once again, I vote that all restaurants have a podcast!
Economic Shifts: Reading Between the Lines on the Menu...
Economic turbulence, inflation rates, global events—they all intertwine to create an environment where diners are more selective with their choices. As the dinners are looking for additional value, there's a discernible shift towards valuing authentic experiences. It's no longer just about food; it's about interconnecting dining.
Trust is the New Currency: In unpredictable times, trust becomes paramount. Restaurants that maintain transparency, uphold quality, and engage in genuine dialogue with their patrons stand out.
From Transactions to Relationships: The key lies in evolving beyond mere transactions. With loyalty programs, interactive feedback systems like Foodback ,and community events, restaurants can foster lasting relationships with their clientele.
Crafting Genuine Content: Balancing Quantity with Quality
Gary Vaynerchuk mantra, "Document, don't create," has never been more relevant. While the frequency of content is essential in keeping the audience engaged, the essence of that content is what creates a lasting impact.
A post that sparks dialogue, a story that invites shares, or a tweet that becomes a trend—these are indicators of genuine engagement. It’s about creating content that becomes a two-way conversation. Once again user generated REAL Content will be key again in 2024. Have your amazing customers post the experience!
Celebrating User-Generated Content (UGC): Nothing screams authenticity louder than a patron's candid review, a selfie taken at your establishment, or a story highlighting their favorite dish and the amazing experience. Embracing UGC not only amplifies authenticity but also strengthens community bonds.
Authenticity: Navigating the Digital Labyrinth
Search engines have evolved. They no longer just skim for keywords; they analyze for content depth, engagement rates, and user experience. For restaurants, this heralds an era where authenticity can organically drive SEO rankings.
Content that Captivates: Stories that resonate naturally encourage shares, comments, and high engagement levels—all factors that boost SEO.
User Experience as Priority: A well-structured menu online, engaging blog posts about the culinary world, or even a seamless reservation system can enhance user experience, thereby favoring search engine algorithms. Don't forget about AI too... Start to play with ai and review what your experiences can be for your guests beyond your imagination.
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Social Media Playbook 2024
Social media isn't just a platform; it's a pulsating digital universe where restaurants can craft their narratives. From spontaneous Instagram Lives in the kitchen to Twitter (X) polls about the next dessert special, being authentic and real has never been more rewarding and will only gain steam in 2024.
Trending Platforms: TikTok has emerged as a culinary haven. Quick recipe videos, behind-the-scenes kitchen tours, and interactive challenges can elevate a restaurant's presence immensely. Just be authentic in all your content!
Engagement is King: Comment back, initiate dialogues, host AMAs (Ask Me Anything) sessions, or even run a meme day—every interaction counts.
Wrapping Up the Feast
2024 beckons us with myriad opportunities. As we navigate this dynamic year, let's remember that the heart of the restaurant industry lies in genuine connections. In the words of Gary Vee, "It's about the marathon, not the sprint." Embracing authenticity, understanding economic nuances, and crafting genuine narratives will be our compass.
Stay inspired and until next time
For a deep dive into these insights and to hear industry experts discuss the future, tune into our chat with Technomic.
Let’s dent the future of dining together!
Check out our Podcasts...
The Restaurant Show
MENU Unplugged Podcast