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Running a successful restaurant can be a challenge. There are plenty of statistics online suggesting most restaurants fail within the first five years. However, there are also plenty of reasons to be optimistic about running a restaurant.
For the majority of the past decade and a half, the National Restaurant Association’s Restaurant Performance Index, which measures the overall health of the U.S. industry, has been above 100, suggesting fairly consistent growth in the market.
Of course, making sure your restaurant is one of the success stories means executing well and marketing effectively.
Even if you nail it from an operations and food quality perspective, restaurant marketing can be difficult. Many general digital marketing tips need to be modified to fit the restaurant business model.
Here, we’ll explore the unique challenges related to restaurant marketing, suggest some restaurant marketing ideas, and dive into the marketing tactics that will help you implement them.
A restaurant has geographical and time-based constraints that many other businesses don’t have to worry about. This makes restaurant promotion a mix of local marketing, small business marketing, and digital marketing you won’t find in many other business models.
While an e-commerce site can sell effectively 24/7 to anyone across the globe, restaurants simply don’t have that luxury. Let’s take a look at some of the key considerations to keep in mind when developing your restaurant marketing plan.
When you run a restaurant, your serviceable market is limited to people who walk through your doors or live within your delivery radius. This is why everything from coupons to social media marketing for restaurants is a little different.
Unless you live in a tourist hub, the vast majority of your business will be local.
In addition to being geographically constrained, your customer base will be further determined by the type of restaurant you run. The target customer for a quick service restaurant (QSR) is significantly different than a fine dining establishment.
If you’ve ever worked in the restaurant business, you know there is an ebb and flow with the days of the week, time of year, and holidays.
You know some periods will be slower than others, and some days are almost guaranteed to be packed. This should help you build strategic campaigns that either help you compete in busy times, such as with Valentine’s Day specials, or drive foot traffic on slow days with a Tuesday night discount.
Having looked at the specific challenges you’ll face when learning how to market your restaurant, we can explore specific marketing strategies and tactics you can use. With each of the steps, we provide actionable tips to help you get started.
Website marketing can be easy for restaurants to overlook. With the daily grind of running a restaurant and most clientele being local, a website can become an afterthought. The perceived technical complexity of launching a website creates additional barriers for teams with no dedicated IT staff.
However, an effective website can serve as a 24/7 marketing tool for your business, and it doesn’t have to break the bank.
Just how important can a website be? An OpenTable study found 86% of diners check menus online before eating out.
Making sure your website is the one they land on when they search helps you ensure the information is up to date and provides an opportunity for you to use promotions to nudge them to make the trip.
What do you need to do to help create an impactful website for your business? Let’s take a look:
Social media marketing for restaurants can have a huge impact. In fact, a frequently cited Empathica research indicated 72% of consumers used Facebook to make a restaurant or retail decision.
In 2021, Facebook certainly isn’t the only game in town, but the general point still holds. Social media can have a major influence on dining decisions.
By building a strong social media following, you can stay in touch with your customers and benefit from network effects as content about your restaurant is shared.
How you use social media will depend on your target audience and goals. In general, find the platforms your customers use the most and build connections with your target audience.
Love them or hate them, online reviews are a big part of running a restaurant business.
In fact, according to a TripAdvisor study, 94% of US diners indicated online reviews influence their dining decisions. This means your reviews on platforms like Yelp and Google My Business can have a major impact on your restaurant's growth trajectory.
Hopefully your restaurant is already taking care of the two biggest aspects of getting positive reviews: good food and good service. If not, other steps won’t matter much.
However, assuming you’re nailing the foodservice side of things, here are a few tips for the marketing side:
In general, an email list is one of the most cost-effective tools you can add to your marketing toolbox.
However, like with other marketing channels in the space, restaurant email marketing requires focusing on the unique challenges restaurant marketers face.
In a nutshell, restaurants need to put a more local and targeted spin on many email marketing best practices.
When building your email list, you need to get people to sign up, provide them with relevant content, then rinse and repeat.
Of course, that’s easier said than done. Much like with social media marketing, quality trumps quantity when it comes to the size of your email list.
Focus on getting your target customer to subscribe, then keep them engaged. Here are four tips to help you get started:
In the digital age, it can be easy to look down on “snail mail”, but don’t be too quick to do so. Statistics suggest direct mail can be more effective than digital marketing in some cases. Case in point: The Data & Marketing Association found that direct mail had a 29% median ROI.
Of course, context matters. Different marketing channels will have greater or lesser effect depending on your business model.
In the case of direct mail and restaurants, there are clear geographical benefits that can make a direct marketing campaign worthwhile.
Getting started with direct mail generally starts with a partnership with a direct mail company. Do your research and select one with a good reputation.
Doing so will help ensure your mailing list is up to date and can make these three tips easier to implement:
A lot of food decisions start with a search engine. As a result, SEO (search engine optimization) and content marketing can be effective restaurant marketing tactics. SEO is highly competitive, so small businesses need to be strategic in their efforts.
So, how can you get started with content marketing and SEO? Here are three tips:
The day-to-day grind of running a restaurant is a lot to handle. That’s why using software, like email marketing software or a CMS, to help streamline marketing operations is important. It’s also a big part of why you shouldn’t overwhelm yourself by trying to do everything at once.
We’ve covered a lot of ground here, but it doesn’t mean you need to start with each tip. Pick a few tactics that make sense, see how they perform, and iterate based on what you learn.
By measuring your success, you can build on what works and get rid of what doesn’t.
Our Small Business Expert
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