The Restaurant Group Blog

5 Great Marketing Ideas for your Restaurant in 2016

Marketing Ideas for your Restaurant

 

Restaurant Marketing

 

As a busy operator making decisions about how to best market your restaurant brand often takes a backseat to the day to day business of running your operation. And, in a marketing world that is constantly evolving, learning the ins and outs of new strategies is difficult. Moreover, figuring out how to deploy them for your restaurant may seem overwhelming and impossible. But, armed with a few new and emerging ideas and some straightforward implementation ideas, restaurant managers and owners can leverage the best of the current marketing trends to raise brand awareness and increase traffic and revenues.

Let’s explore 5 powerful, cutting edge ideas and strategies and how you can put them to work for your restaurant.

 

Get Visual

Visual content in the form of videos, animated GIFS and short-form looping videos such as Vines allow restaurants to engage their target audience in a completely new and interesting way. Restaurants have a unique opportunity to create rich visual content through action videos both in the front of the house and the kitchen and through special events, cooking classes, charity tie-ins and community involvement for example. By promoting their own branded video content on their website and on social media, restaurants can create brand building campaigns that raise awareness and invite customer interaction in ways not possible before.

Email marketing, which remains one of the most effective and cost friendly marketing methods for restaurants, takes on a entirely new dimension with the addition of quality, short animation and video content. Look to an email service such as MailChimp or Constant Contact to make creating robust email campaigns easy.

 

Restaurant Marketing Ideas 1

Get Mobile

The mobile movement isn’t coming. It’s here, and it’s here to stay. In fact, mobile searches surpassed desktop searches well over a year ago (see graph) and searches for local businesses make up the majority.

Consumers are making buying decisions on the go making it especially important for restaurant websites to be mobile-friendly. It’s not enough to just be found when potential customers are looking for a restaurant to visit. You must have a website that offers up the information they are seeking in an easy to navigate, “thumb-friendly” format. Your menu, location, hours and contact information must be easily accessible and your website experience must be seamless and smooth. Make it hard for your online visitors and they will bounce off your site and move on to your competitor.

Mobile websites are easily attainable and a responsive site, meaning one that adapts to the device being used to access it, can accommodate simple and inexpensive online ordering and reservation applications.

 

Restaurant Marketing Ideas 2

Get Content

You’ve no doubt heard the phrase, coined by Microsoft founder Bill Gates, “Content is King” and, without a doubt, it still holds true.

There is no substitute for quality content on your website in optimizing your site for search and reaching your target market. Great content is characterized by its laser focus on specific groups and their interests. It must be original, interesting, informative and easy for your potential restaurant customers to digest. Being well written and free of misspellings and grammatical errors goes without saying.

The time and/or money spent creating or acquiring great content is well worth the investment but savvy marketers are finding new paths to great content by encouraging user generated content on their sites. Content generated by your website visitors or social media followers can come in the form of comments, tweets, images, video clips, reviews, etc. Either way, good quality content is imperative to make a solid mark on the digital landscape.

 

Restaurant Marketing Ideas 3

Get Social

Restaurants that fully engage a social media strategy can connect with their customers in a very direct and personal way. Having a strategy for social media doesn’t mean employing every form. It involves choosing which platforms will be most effective for your brand and utilizing social media as part of a larger marketing strategy for your restaurant.

Each platform offers something unique and has certain attributes that fit with particular brands. Facebook is well suited for restaurants because of its wide appeal and range of features such as photo and video sharing, event creation, reviews, groups, chat and presence technology which allows members to see which contacts are online and, most recently, where they are located.

Creating a page gives you the ability to promote your restaurant through both organic means and affordable paid advertising. Creating events allows you to publicize, invite guests and track those planning to attend.

Live-streaming video through Facebook and other applications such as Periscope and Meerkat is a great way to tap into your audience in a spontaneous and meaningful way. You can use it to share live events in your restaurant or action in the kitchen such as cooking demos for example.

Followers can interact with your brand in a variety of ways and the ability to connect social media to your other marketing efforts exponentially expands your reach.

 

Restaurant Marketing Ideas 4

Get Personal

The days of the anonymous customer are over. Our connected society is digitally engaged in each other and the brands they are interested in. How you interact with your customers must transcend the transaction and enter into the relationship status if you want to create brand ambassadors. Getting to know your customers and what resonates with them is the key to developing an effective marketing strategy for your restaurant.

How do restaurateurs gain an understanding of what motivates their community of customers and personalize marketing to them? By mining information from their POS systems, social media interactions and other data which is now easy to access and understand.

Tools such as Google Trends allow you to access data at a local level in order to understand what’s on the minds of your target market. Google Trends is a dynamic and easy to use platform that will only cost you, as a restaurant operator, a little of your time. From this data you can gain valuable insights to help you chart the course of your marketing months ahead and keep your concept relevant, fresh and on the cutting edge.

In the future personalized, relationship oriented, data-driven marketing will become increasingly important so start thinking about how you will connect with your customers in this way.

 

Restaurant Marketing Ideas 5

Get Going

The marketing world around us is evolving rapidly and while it may seem too complicated to engage and understand the long term success of your restaurant depends on you not just keeping up but getting ahead of it. That being said, you don’t have to recreate the wheel in order get onboard. Chances are by better utilizing the tools you already have and adding in some new and exciting applications you can create a compelling and effective marketing plan. Take some time to add some new ideas and applications to your marketing toolbox and watch your business grow in 2016 .

 

For More Restaurant Marketing Advice Contact TRG Restaurant Consulting.

Menu Development – Increase Your Restaurant Revenue

Increase Your Restaurant Revenue During Off-peak Hours  Menu Development

Snacking is not just for in-between meals – Menu development for the next generation

 

Over the past decade, eating habits are shifting in response to a shift in the American culture and lifestyle. In 2014, Bloomberg did a study that indicated people are spending almost as much money dining out than eating at home. The possibilities for increasing profits may lie in the way people are eating today. The demand for quick, healthy snacks are on the rise among people who like to eat a few small meals a day.

 

Changing Menu Preferences

The Technomic 2016 Snacking Occasions Consumer Trend Report highlights the importance of snacking and reveals some opportunities for restaurants to increase market share in this space by capitalizing on the trends. The report indicates that 60 percent of consumers snack at least twice a day and 37 percent would like more restaurants to offer mini-sandwiches that they can eat as a snack or light meal. These trends had double-digit increases and suggest that restaurants may need to revise their menu development.

Some of the key takeaways of the report are diners want healthy snacks in place of, or to go with full course meals. The trend has rapidly changed as 40 percent of consumers are eating healthier foods between meals, more than they did just two years ago. According to the 37 percent of respondents, if bundled mix-and-match snacks were available, they would order them. These diners are not looking for a typical meal. Proper menu development is critical in this aspect because studies show that 49 percent prefer snacks that are different from breakfast, lunch and dinner fare. 

 

A Transforming Culture And Demographic

Having to conform to a hectic lifestyle, dual income parents and single parents are eating outside of the home at least once a week. Additionally, many parents want to provide healthy snacks for their children in between meals. However, the real “snackies” are the millennials. There are three defining characteristics about this group. They are budget conscious, they want healthy food and eat a few small meals a day and they prefer to eat at off-peak times. As their purchasing power increases, restaurants will have to rethink their menu development in order to capture their business.

In the Technomic 2016 Snacking Occasions Consumer Trend Report, some of the responses by millennials were not that surprising. If available, 44 percent of millennials would order snack delivery from restaurants. Additionally, 54 percent of this group prefer unique flavors and pairings in their healthy snacks.

 

Where The Opportunities Lie

The report also generated some interesting information that has the potential to drive more revenue and increase market share in the snack category. A restaurant consultant can help you with your menu development to capture these missed opportunities.

While 56 percent of snack purchases are planned, 44 percent of people attribute their snacking to an impulse buy. Restaurant consultants can help catch that impulsive buyer with better placement and creative menu design. Leveraging the restaurant consultant’s knowledge can also help restaurateurs take their share of the snack market. With statistics that demonstrate consumer snack buying behavior favoring 77 percent of snack purchases at retail locations and only 23 percent bought snacks at restaurants there is room for growth. Work with a restaurant consultant to develop an atmosphere that grabs some of the 72 percent of people eating their snacks at home.

Learn more about how menu development can help transform your snack business on our TRG consulting service pages.

Resources:

2016 Snacking Occasions Consumer Trend Report [Technomic]

Americans spending on dining out just overtook grocery sales

How Restaurants Can Appeal to Millennials

Restaurants Millennial-01

Millennials are the rising tide of the economy. This demographic, which ranges in age from 18 to 33 make up about one-fourth of the US population and spend approximately $1.3 trillion annually. Many marketers are vying for the attention of this group and for restaurateurs capturing their business is essential as millennials eat out more than any other generational demographic.

Who is the Millennial?

So what is the millennial looking for in a dining experience? To understand how to serve this customer you must understand what the millennial is looking for in a restaurant. There are key characteristics of this demographic that make them more unique than other generations. These customers value the relationship they have with the brand and they have particular needs to meet their lifestyle.

A taste for fast casual

The industry has expended a great deal of resources trying to understand this misunderstood generation. Recent studies indicate that while the restaurant chains fluctuate, categories are consistent; casual dining and fast casual industry establishments. Some of the notable chains in the casual category include Olive Garden, Applebee’s and Chili’s. In the fast casual sector, millennials embrace chains like Chipotle, Panera Bread and Pei Wei Asian Diner. Additionally, fast food franchises such as Subway, Jimmy John’s and Jersey Mikes.

Health Conscious with Customization

The millennial wants fresh, healthy and artisan food. They may occasionally eat at McDonalds, but they consider most fast food as unhealthy. For the millennial, fresh food is healthy food and choice of having it their way is important. As a result, according to a recent Nielsen study, millennials are 74 percent more likely than average to visit Chipotle. The same study indicated that when it comes to fast food, the chain of choice is Subway because it is fresh and inexpensive. The study also concluded that 73% of millennials said they planned to eat at Subway again.

Socially Conscious

In the case of the millennial and brand relationship, the reciprocity principle applies in two areas. This generation is socially aware and they want to patronize companies who give back to the community and to their customers.

Companies such as Panera Bread and Chipotle have programs that donate heavily to good causes. Panera with its Panera Cares® community cafes provides meals to those who can’t afford it. Through this program, the company also partners with other non-profits to offer job training.

The Chipotle Cultivate Foundation donates over a million dollars to non-profits that promote everything from food literacy to improving farming. Some of the organizations receiving money include International Rescue Committee’s New Roots Program, The Kitchen Community the Ecology Center in Orange County. 

Social Media Conscious

The second part of the reciprocity principle applies to social media and brand feedback. Millennials, who are foodies will post their opinions online, with pictures. If the experience is good, you can expect them to sing your praises; a bad experience will be posted as well. As many restauranteurs have learned, Yelp can either boost your business or kill it. The by the Pew Research Center reported that 87 percent of online adults in the US aged 18 to 29 use social media sites. So you can expect that they turn to their friends on social media for recommendations on where to eat.

Technologically Conscious

It goes without saying that the millennial is the most tech-savvy of all generations. According to Nielsen, more than 85 percent of millennials in the US own smartphones. Millennial need to connect to restaurants via their smartphone to make a reservation, place a takeout order or find a promotion or pay online. Additionally, free Wi-Fi for this group is a necessity, not a luxury.

Beside the characteristics listed above, it is also noteworthy to mention, millennials expect value because they can and do use technology to find the best deal. Moreover, these busy people eat on their time schedule. They seek breakfast at lunchtime and enjoy late night dining.

Restaurant chains of all sizes and types are catering to this foodie generation who is the largest group of people who dine out regularly. It is critical to the food industry to understand and embrace this demographic like never before in order to be successful entrepreneurs.

Sources: Nielsen, bcg.perspectives, Food, Drink and Franchise, Pew Research Center

Millennials: What Restaurants Need to Know

Millennial Marketing for Restaurants

Millennial Marketing for Restaurants

Marketing to Millennials is a huge undertaking and requires consideration. As a generation, Millennials are more likely to be computer savvy, to have disposable income and to be more decisive when it comes to food than their parents’ generations. Currently, Millennials are the largest consumer generation group in the United States, comprising age groups ranging from eighteen to thirty-four. They are spending money, although they are doing it more carefully and basing their decisions on several factors. Instead of using the desire to eat or hunger as a driving factor, Millennials are more likely to consider a restaurant’s brand value as well as their impact on society and the environment.

How To Improve Your Restaurant’s Online Experience

Let’s face it. When it comes to restaurant operations, in order to insure optimal success, restaurateurs must go beyond the typical physical amenities such as, menu design, kitchen and bar design, and the fine wine or craft beer list that will ultimately be offered in conjunction with your other dining complements. But just as important as the physical aspects of designing a new restaurant with artistic flair, an important element of restaurant management that must not be ignored is the marketing mix of your budding food enterprise.

Online Marketing for Restaurants “do’s and don’ts”

Restaurant Marketing

Currently, the top marketing trend for restaurateurs involves the use of social media sites. Facebook of course heads the list of the top most popular and successful sites to advertise on.

However, Google+ and Twitter have become equally as important. The key to making these sites work for you is in making a commitment to maintain and follow up with key information on a daily basis; otherwise like any other tool when not utilized properly results will be unstable at best. While many business owners see this as just another chore, having a successful Facebook presence can increase revenue as well as your customer base. If done right, using social media for marketing can be easy and profitable.

Choosing A Restaurant Name

Restaurant Sign 2
What’s in the Name?

When opening a restaurant, an ideal location is important. So is a finely-tuned concept with a quality menu and well-trained staff members who implement impeccable customer service. These are all crucial elements. What also has a tremendous impact on the short-term and long-term success of the establishment is the name.

The Importance of an Effective Press Release

Restaurant press release

You only have one chance to make a good first impression. This adage is especially true in the case of writing and distributing a press release to the media. Sloppy, inaccurate and pointless releases are the first to hit the bottom of a reporter’s trash can. To make sure yours isn’t one of them, consider these suggestions:

Accuracy Counts 

It is better to not send a press release at all than distribute one that is plagued with typos and inaccuracies. Make sure you thoroughly proofread the copy and provide the necessary contact information.

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