Restaurant Best Practices for Email Marketing Engagement

When you consider that 91% of all U.S. consumers use email every single day, and that emails prompt purchases 3 to 1 over social media, there’s no doubt that email marketing remains a powerful tool for restaurant businesses. That said, there’s an art to sending emails that your restaurant customers will actually open. Here are a few tips for creating engagement with your consumers through your email marketing campaign.

Tailor Restaurant Emails to the Individual Customer

The first and most important aspect of a successfully engaging email campaign is making your messages custom-tailored to the specific individual you are messaging. This is more than just including his or her name in the subject line. This customization also includes different messages and layouts based on factors such as age, gender, purchase history, click-through behavior and location. A recent survey reports that segmenting emails increases open rate as much as 39% and decreases unsubscribes by an average of 27%. Today’s email programs make it easy to segment your marketing messages, and given the advantages of doing so, there’s no reason not to include this level of targeted marketing in your email campaign.

Design Your Emails for Mobile & Social Compatibility

A second major factor that makes or breaks customer engagement in terms of emails is whether or not the email is mobile-friendly, easy to use and easy to share on social channels. Avoid large graphics that don’t render well on smartphones—especially if those graphics contain key details of your advertisement. Make your content clear and to the point. If there is action that can be taken (getting the customer to click-through somewhere) ensure that the bugs are worked out, the process you’re asking them to do is seamless and simple and that your message is easy to share with their friends. Even better—offer an additional incentive for sharing the offer with their own contacts.

Analyze Your Metrics to Fine-Tune Your Restaurant’s Email Marketing Campaign

You’ll hear it everywhere you look in the business world: analyze your metrics. Email marketing is no different. The only way you’re going to be able to tell which messages are working for you is to analyze your data. Use the information that you garner to fashion even better, exclusively targeted messages to your customers. Find ways to alter your approach to those segments that aren’t performing as well. Remember that open rates are just the beginning of understanding your numbers. Technology now enables us to follow the effectiveness of our email offers all the way to restaurant visits.

There’s no doubt email marketing can be a great way to drive revenue and customer engagement while having a high return on investment. Ensure that the emails you send are relevant to the consumer and sent at a frequency that makes sense for what you’re offering. Remember that being inundated or bored are the top reasons people leave mailing lists. Keep your messages targeted, timely and valuable to the consumer. Engagement is key to email marketing success.

Business Building Ideas for Restaurants to Try in 2014

In order to stay ahead in the restaurant business, operators have to be constantly on the lookout for new ways to build and strengthen their businesses. Creativity, flexibility and the willingness to try new things goes a long way in this industry. Here are a few business building ideas to put to use for your restaurant business in 2014.

Put All Our New Technology to Work In Your Restaurant

The restaurant industry is particularly well suited to benefit from the various new forms of technology that have arisen over the last several years. From smartphones, to tablets, to video menu boards, we now have the ability to instantly communicate with and engage our customers at a level that was never before possible. Although the success of marketing campaigns done through social media, email and text varies dramatically from business to business, there’s no doubt about it’s potential power in driving traffic, increasing sales and building loyalty. Nearly 75% of fine and casual dining operators say they plan to devote more resources to these arenas in 2014, with 60% of family dining operators saying the same thing. In all but quick-service, operators feel the next likely marketing and reputation tool will be online review sites; quick-service is favoring Twitter, smartphone apps and texting.

Building your digitally connected community of customers has an added benefit aside from just being a loyalty and brand awareness building strategy. You can also offer your customers discounts during off-peak hours as a way of getting incremental visits from your customer base. Roughly 25% of family and casual dining, and 36% of fine dining operators, are already offering this form of variable menu pricing. The lion’s share in table service believes this will be increasingly popular in the future. As discussed in a previous post, the demand is certainly there.

Look for Opportunities to Expand Your Restaurant’s Off-Premise Presence

Another business building opportunity lies in off-premise marketing. Some 56% of consumers say they would likely order delivery direct to their home or office if the option was available. Another 46% said they would use a curbside takeout from a table service restaurant. Even food trucks could represent a lucrative opportunity—70% of customers said they’d definitely be interested in visiting one if their favorite restaurant offered it. Taking your restaurant off-premise also has the added benefit of increasing your overall brand awareness.

Tap into Restaurant Retail, Travel and Tourism

Travel and tourism is another opportunity area that restaurants can take advantage of. This year stands to be a good year for the industry. International travelers alone are expected to spend over $100 billion on tourism-related goods. Money spent on eating out at restaurants will, of course, be a large percentage of that expenditure.

Restaurant retail is another interesting option to build your business. A number of restaurants have been expanding in this arena over the last few years. About one quarter are currently offering packaged food items for retail sale or have opened a grocery store section.

The take home message is that there are a number of business building opportunities out there for restaurants to take advantage of this year. The key to success lies in the operators’ ability to be creative, flexible and open to opportunity.

3 Restaurant Marketing Trends to Watch in 2014

Marketing in today’s world can feel like a fragmented endeavor, what with all of the various options that are available. Traditional media marketing through television, radio and print remain important cornerstones of successful restaurant campaigns, but modern marketing options through social networks and digital and mobile platforms are equally critical. Rather than despairing over the fragmented nature of all of these options however, restaurant operators should embrace them as an opportunity to shine in multiple avenues and look for ways to implement integrated marketing and branding plans that build consumer awareness in new ways. Here are three restaurant marketing trends you will see a lot more in 2014.

Utilizing Restaurant Industry Applications and Refining Social Media Interactions

Smart phones now account for some 64% of all mobile phones in the U.S. and that figure grows steadily year by year. Consumers increasingly expect to be able to use their phones to interact with your business. Restaurants around the country are rolling out mobile-coupon and mobile-loyalty platforms with great success. Along with payment, loyalty, ordering and reservation functions, several restaurants are also developing games that align with brand messages or give food rewards to players to entertain and engage users. There is as much fragmentation within the type of device on which an application runs as there is in marketing avenue options. So, until there is an ‘ultimate device’ that everyone uses, it’s best for restaurant operators to keep versatility as top priority when developing and improving their applications. 

On the social media front, restaurant operators need to be more mindful than ever about how they look in the eyes of the public, and be prepared to deal with crisis should it arise. Previous years have shown us how quickly a brand’s reputation can get damaged through social media by careless responses from moderators regarding customer concerns. With a number of hot topics, such as minimum wage, poised to make headlines in 2014, restaurant operators should have a response plan of action or think about adjusting their cultural identities to best turn politics to their advantage. 

Old-Fashioned Restaurant Marketing Still Works, Especially on T.V.

With the rise of digital and social marketing, it can be easy think that you can let traditional media marketing fall by the wayside. This couldn’t be further from the truth. Despite the increasing popularity of digital and social marketing, television, in particular, remains a highly influential form of advertising. In fact, 68% of consumers surveyed in September of last year said they take action at least some of the time after viewing a TV commercial. The only thing that inspires a higher action rate than that is recommendations from friends and opinions posted online.  This underscores the folly of neglecting traditional forms of media marketing. 

Restaurants Co-Brand for Greater Reach

There is one final trend to watch in 2014 that we’ll discuss here. That trend is the potential that can be unlocked by partnering with the right companies and getting your research and development teams to collaborate. Such unions can be wildly successful for both businesses. Think of Taco Bell’s Dorito Locos Tacos, Cinnabon lending its signature flavor to Burger King’s breakfast products, as well as bottles of vodka, and McDonald’s and Kraft’s McCafe-branded coffee scheduled to hit grocery stores this year. Looking for ways to partner up and collaborate with other businesses in your area is a smart way to create a win-win situation for everyone, and you can count on seeing more such unions in the upcoming year.

Media marketing strategies will continue to evolve with technology and consumer demand. To be successful in the coming years, restaurant operators should focus on building integrated marketing plans and recognize that multiple media avenues are opportunities for creatively reaching and engaging customers.

Why Your Restaurant Needs a Google Plus Presence

Google’s social media platform, Google Plus, currently boasts around 500 million users worldwide, second only to Facebook in terms of user popularity. While it’s smart for your restaurant to have a presence there for the same reasons it’s good to be on Facebook, Twitter and Pinterest, there are other reasons for having a G+ presence that are even more important.

Get More Visibility for Your Restaurant Across all Google Products with a G+ Profile

The first reason it’s smart to set up your business’s Google Plus profile is that you will automatically gain more visibility across all of Google’s products (Google Maps, Google Search, Gmail, YouTube, Google’s Android platform, Zagat reviews, etc.). Google is big on integrating all of their products to function as a complete ecosystem and obviously they have a vested interest in seeing their social platform be a successful venture. As a result, G+ information frequently shows up first in search results, making it in your best interest to have a well-built Google Plus profile presentation.

However, simply having a G+ presence will not automatically boost your search engine rankings per se. The magic really starts happening when you post frequently, interact with other G+ pages, include descriptions and hash tags and give Google additional relevant content to index. 

Google’s Reviews are the First thing People see When They Search for Your Restaurant

While the function that Google Plus serves in terms of search engine optimization is important, the function that it serves in terms of reputation management is perhaps even more critical. When someone does a Google search for your restaurant, the very first thing they see is a link to Google Reviews from consumers who have something to say about your establishment. These reviews can often make or break a consumer’s choice about whether or not to give your restaurant their business.

While you can’t control negative reviews (beyond doing everything in your power to prevent a poor customer experience in the first place), you can use your Google+ profile as a way to demonstrate that you’re open to hearing people’s feedback and are willing to address any concerns your customers might have. Furthermore, you can use your profile to build relationships with your customers and encourage them to leave positive reviews for others to read. All of this conversation becomes visible to the public through your G+ profile.

Leverage Google Plus Business and Local Pages for Your Restaurant

The final note on using G+ effectively is the fact that Google has set up specific profile types for businesses to use. Restaurants will most likely be best served by building a G+ Local page, which is specifically designed for businesses with a physical location and includes Google maps, reviews, and ratings from Zagat as part of the viewing experience. These pages also allow you to post content, photos and videos, interact with other pages and customer profiles, and even create ‘hangouts’ where you can interact with consumers or pre-record information you want stored on your profile page. It only takes a few minutes to get your Google+ presence up and running and the automatic boost in online visibility it affords makes it well worth your time.

Social Media Demographics and how They Pertain to Your Restaurant Marketing Strategy

When you’re building your online marketing strategy, social media can play an important role in the overall success of your campaign. As of May 2013, 72% of American adults online are using social networking sites of one form or another. Facebook continues to pull the biggest crowd, claiming a whopping 67% of U.S. online adults, while Twitter, Pinterest, and Instagram use continues to steadily rise.

That said, each different social networking site tends to draw a different demographic of users, so it’s important to understand who your primary audience is when designing your restaurant’s social media campaign.

Restaurant Social Media Strategy #1: Understand Who’s Using Social Networking Platforms

Statistically speaking, women are only slightly more likely than men to use social media (74% vs. 70% of online users). Similarly, urban dwellers are more likely than rural folk to participate in social platforms (74% vs. 69%). The 18-29 year-old age range is by far the largest group of social networkers, with some 89% utilizing social media in one form or another.

As you might expect, the percentages steadily decline as age increases with 78% aged 30-49, 60% aged 50-64, and 43% over the age of 65. In terms of race and ethnicity, Hispanics hold the greatest percentage of social media use at 80%, followed closely by African-Americans at 75% and whites at 70%. More than 75% of all social media users, regardless of demographic, have a household income of less than $30,000 a year. Being aware of these statistics helps form a more clear idea of how to target the audiences you want to bring in your door using social media.

Restaurant Social Media Strategy #2: Take a Closer Look at Who’s Using Which Forum

It’s instructive to take a closer look at exactly who is using which of the multiple social media platforms. For instance, while Facebook continues to be the most used social platform overall (with more than 2/3 of all online adults saying they have a presence there), it is especially common among the younger crowd – with the vast majority of users being under the age of 50.

While Twitter also has the largest following in the younger than 50 crowd, those between the ages of 18-29 are by far the most active. Urban residents are significantly more likely to use Twitter than those in both suburban and rural areas. Hispanics and African-Americans are actually about two times as likely to use Twitter than whites.

Pinterest, on the other hand, tends to draw more whites as well as those with higher incomes and more education. Women are also five times more likely to use Pinterest than men, which is the biggest gender difference of any social media platform.

Last but not least, Instagram seems to be most popular with those in the 18-29 age range, more so than any of the others. In fact, this group tends to be twice as active as even the next youngest age group. African-Americans are more than twice as likely to use Instagram than whites.

What All These Demographics Tell Us About Designing Restaurant Social Media Campaigns

The take away point here is that it is important to know who you are most likely to be talking to when you start your social media campaigns so that you can structure your messages accordingly. For instance, the Millennial generation (those between the ages of 18-35) tend to be drawn to coupons, deals and discounts more than any other group. They love happy hours and home delivery options, and are more likely to choose locally-owned restaurants than any other demographic.

Gen-Xers, on the other hand, (currently 36-46 years old) currently frequent restaurants more than any other age group. Time and efficiency is important to this demographic, as is pragmatism and practicality, so marketing messages that are straight-forward and direct are what will resonate most with this generation.

Understanding who is most likely to be using the various social media platforms out there helps you to create more targeted and meaningful campaigns. Taking some time to think about which demographic groups you are trying to appeal to and where you are most likely to find them, will go a long way toward the overall success of your restaurant’s social media campaign.

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Engaging Restaurant Customers with Photo-Sharing Apps like Pinterest and Instagram

Everyone knows the importance of utilizing social media in engaging customers, building traffic, and building loyalty with your restaurant brand. Granted, there’s a mind-boggling variety of social media platforms you could use, and a person would go crazy trying to keep up with them all.

That said, along with the big guys like Facebook and Twitter, a restaurant owner would be remiss not to take advantage of the photo-sharing applications such as Pinterest and Instagram. Such platforms represent an incredibly effective method of user engagement and reputation building, and round out a social media marketing strategy nicely.

Why Pinterest and Instagram are Smart Choices for Restaurants

The old adage that a good picture is worth a thousand words very much applies to why restaurants should be using photo-sharing platforms like Instagram and Pinterest. Pictures establish an emotional connection in a far more visceral way than any words can do. People love to see and share pictures of beautiful food, and encouraging customers to post pictures of their food and experiences with your establishment not only promotes restaurant traffic, but also creates thousands of impressions due to the shared nature of these platforms.

Obviously, casual dining may have a more conducive atmosphere for success with these platforms due to the fact that the décor and service often loom just as large as the food, but quick-service can benefit from using these outlets as well since they are particularly easy to incentivize.

Providing Incentives for People to Interact with Your Restaurant through Photos

There are several easy ways to encourage people to interact with and share photos related to your restaurant. Many businesses run contests where people get entry for a prize for sharing photos of themselves eating at their restaurant or interacting with the brand in some way. If you can get them to include your logo, all the better!

Other businesses focus on building engagement by, say, telling their customers to post a picture of their favorite homemade sandwich,  getting friends to vote on it, and then selecting a winner from the entries to get a menu-item based on their creation named after them.

The sky is the limit, really, when it comes to how you might engage your consumers with Pinterest and Instagram. People love to take pictures and they love to do something fun, so building a promotion around those two facts is a savvy tactic.

Best Practices for Restaurant use of Pinterest or Instagram

Like any social platform, getting your users to engage with you means that you first need to engage with them. That means liking their posts, commenting on content that is placed, and sharing things that are interesting to your consumers rather than being strictly promotional.

It’s also important to utilize these platforms for their market research opportunities. What kinds of pictures are people sharing naturally related to your establishment? Is it the food? Goofing off with their friends while there? Noticing what people are naturally sharing will give you good insight about what aspect of your business that people love as well as areas where you might improve.

Last but not least, pictures present an extremely effective way of capturing peoples’ attention and portraying your brand in the best light. People love to share and look at pictures, so utilizing platforms like Instagram and Pinterest to encourage engagement and interaction with your consumers makes a lot of sense.

Restaurants and Social Media: Responding to Negative Commentary

It’s a fact of life that as a restaurant owner, you’re occasionally going to get an unhappy customer. Unfortunately, in today’s age of social media and online connection, that customer’s negative commentary has the potential to do a lot more damage to your business’s reputation than it ever had in the past. Therefore, learning how to address negative commentary on social media properly is more important than ever.

Having a Social Media Presence for Your Restaurant is Critical, and Encouraging Commentary Is Key

With more than 65% of online adults using social media forums such as Facebook, it would be foolhardy not to create a social media presence for your restaurant. In fact, many restaurants have vastly increased their traffic and customer loyalty through social media campaigns.

Social media presents an incredible opportunity to engage and communicate with your customers, and you certainly want to encourage commentary as much as possible. That said, how you respond to the occasional negative comment that pops up can end up having far-reaching retributions which you may not have considered.

What not to Say When Responding to Negative Feedback about Your Restaurant

The worst thing you could possibly do when responding to negative feedback is to get into an argument or tell the person that they are wrong. Remember, everything you say online is broadcast to the whole world, and once it’s said, it can’t be taken back – it’s forever there for potential future customers to see.

Therefore, it’s crucial to be as professional and diplomatic as possible in all of your online communications. If someone voices a problem, the best thing you can do is thank them for alerting you to the issue and assure them that you will look into it. Apologies are appropriate, denial and excuses are not. The old adage applies here as well – if you can’t say something nice, don’t say anything at all!

Learn to See Negative Commentary about Your Restaurant as an Opportunity

While it may seem counter-intuitive, negative commentary can actually represent an opportunity for you to build relationships with your consumer-base and demonstrate your commitment to creating a quality experience and furthering goodwill. While you might be tempted to simply delete a negative comment, doing so creates a lop-sided conversation that is suspect to your viewers. In some ways, people actually pay more attention to how you respond to negative feedback than they do to the feedback itself.

Allowing the comment to stay and demonstrating how you respond to such feedback shows your followers that you are a real person who sincerely cares about your customer’s experience and that you are comfortable enough with the quality of the service you provide not to be threatened by receiving feedback that may be tough to hear.

Social media truly does have the power to make or break your restaurant’s reputation, and while it can be a powerful tool to build your customer base, it can also be a highly damaging medium if you don’t handle it correctly. Taking the time to respond with sincere, professional responses that demonstrate your commitment to excellence can go a long way toward building the reputation you truly want your establishment to have.

Leveraging Facebook to Drive Sales and Increase Customer Loyalty

By now it’s old news that every business should have a Facebook presence. That said, many businesses continue to flounder in terms of garnering any real results from their pages. To simply have a presence is not enough – nor is attempting to use your page as a mere placeholder for advertisements. You’ve got to have an effective strategy to engage your audience and get them to take action. When it’s done properly, Facebook pages can be a particularly powerful tool for restaurants to both build their customer base AND drive sales. Here are the highlights of how to do just that.

Post Messages that are Fun, Engaging, and Speak to What Your Customers Value about Your Restaurant

Having an effective presence on Facebook means that you have to walk a fine line between providing content that is entertaining versus content that is brand-relevant. You go too far in either direction and you end up, quite frankly, wasting your time. It’s important to consider what your customers really value about your restaurant – not just menu items they might like, but what makes your establishment stand out from the crowd for them. Figure this out and you’ve got your starting point for posting content that is both engaging and relevant to them.

Take a Note from the Big Guys’ Facebook Campaigns

The fastest way to get an effective Facebook campaign up and running for your restaurant starts by checking out what is really working well for other businesses. Chain restaurants have been particularly good at creating effective social media campaigns. In fact, it was just 14 brands that produced the top 100 Facebook posts by restaurants with the most likes, comments, and shares in the first quarter of 2013.

Spend some time investigating brand pages such as Applebee’s, Starbucks, Taco Bell, McDonald’s, Papa John’s, The Cheesecake Factory, Subway, and Red Lobster to get some great ideas about strategies you can implement on your own restaurant’s page.

Facebook Graph Search Changes the Game

Facebook Graph Search was announced at the beginning of the year and promises to be quite a game changer in terms of how people find your business through online search. The idea is that a person can look for say, a nearby place to eat, based on the likes and recommendations of their Facebook friends. The kicker is that the search results for Graph are based on a variety of factors including the number of likes, virtual check-ins, location in relation to the searcher, number of friends’ photos tagged to your restaurant, reviews, etc., and what shows up for one person will be totally different with the next.

Fortunately Facebook Graph Search is still in beta, so you’ve got a little time to get all your ducks in a row and optimize your pages appropriately so that they show up in Graph search results. Facebook Graph Search is going to become a major pillar in how Facebook presents information about businesses, so it would be a savvy move on your part to get started now and get an edge on your competition.

Leveraging Social Media and Mobile Apps in the Restaurant

Everyone knows that social media campaigns can be powerful tools to build your reputation and brand loyalty. Most people are also aware of the ever-increasing role smartphones play in helping potential customers locate businesses and decide whether or not to give them their patronage.

What many businesses are struggling with is the creation of a successful campaign that harnesses these technologies effectively. Not everyone uses mobile tech yet and social media campaigns can be difficult to obtain meaningful metrics from, making it difficult to determine if your return on investment makes your effort worthwhile. Nonetheless, you can’t afford to ignore the potential that either of these technologies offers in terms of customer engagement and the building of brand loyalty. Here are a few things to keep in mind.

Using Social Media Properly Starts With Understanding What It’s Really For

Getting social media to be an effective tool for your business has a lot to do with how you use the technology. The number one mistake that businesses make with social media is taking too strong of a ‘sales’ approach in their attempts to connect with customers. The key point to keep in mind about social media is that it’s meant to be a social platform.  This means that people are using it because they want to connect and share personal experiences with others; they’re not using it so they can be blasted with advertisements and haggled about buying something.

As a business, the best approach to social media is to think about it as a tool to make friends with your customers. It’s a platform where it’s O.K., even expected, to be less formal and more friendly.  Posts should be value-oriented, delivering information you know your customers would be excited to have.

Your posting frequency matters too. In fact, a recent study in the Restaurant Social Media Index 2012 Consumer Report found that brands who published more than six promotional posts per week, had an opt-out rate of 8% from social customers!

The Power of Images in Social Media

Sometimes one good image can be a far more powerful tool to catch people’s attention than any number of text posts could ever be.  Images also have a longer staying power in people’s minds. Think, for instance, how much more likely you will be to remember that such and such restaurant is running a lunch time special on burgers if you actually see a picture of said burger looking totally delectable beforehand.  Platforms like Pinterest, YouTube, and Instagram can be particularly powerful tools toward this end, since they are image-focused and shares are user-driven. Mobile platforms such as Yelp and FourSquare have recently beefed up their image sharing capacities as well, adding to the increased importance of images in restaurant marketing campaigns.

Mobile Apps That Build Restaurant Loyalty and Engagement

Given the increasing use of smartphones and mobile technology, it would be folly not to at least have a mobile version of your website enabled. Even better, build a free mobile app that your customers can download to their devices to stay in constant touch.

Several restaurants are using this technology is very effective ways. Krispy Kreme, for example, has an app that alerts users anytime their ‘hot now’ sign is on at their favorite Krispy Kreme location, allowing people to know exactly when they can show up and get their favorite doughnuts freshly baked and piping hot. Denny’s recently ran a mobile campaign where they gave users a digital ‘badge’ each time they ate at a new Denny’s location. The first user to visit a Denny’s in all 50 states was given free Grand Slam breakfasts for life.

These are just a few examples of how you can utilize mobile technology to inspire engagement and loyalty from your customers. If social media and mobile technology is not yet a well-developed aspect of your marketing campaigns, now is as good a time as any to leverage these technologies to your advantage.

Increase your Visibility with Social Networking

Recent studies indicate that a significant majority of adults who are online make use of social networking websites.  Those numbers have more than doubled in the past three years, and are likely to continue to increase in the near future.  The wise restaurateur will tap into this trend to improve their bottom line and broaden their appeal.  Connecting to social media is easy and potentially profitable.

 

Network with Your Clientele

 

The use of social websites such as Facebook and Twitter has increased across all demographics.  This is particularly true among young women aged 18 to 29 and seniors aged 65+.  By connecting with this growing population, restaurants gain access to large numbers of potential guests with a minimum of effort.  Furthermore, Internet marketing is an essential part of any promotional effort and should be part of the overall plan.

 

The best way to engage individuals who are active in social media is to encourage them to “like” your page.  Just having a page on social websites isn’t enough, studies show.  To gain access to their consumption habits, you have to appear in their personal newsfeeds regularly.  Once the initial connection is made, it is easy to remain in sight.

 

How Effective Is It?

 

A study conducted by comScore and Facebook indicate that Facebook uses are between 40 and 150 times more likely to respond to a message that appears on their own ‘wall’ than they are to go to the company’s page.  That newsfeed is your best chance to make a successful connection with a potential customer.

 

Newsfeeds give you an opportunity to do more than just remind people that you exist.  You can use them to post links to blogs and newsletters, introduce new menus and promote seasonal specials.  Few other forms of media will offer you more marketing bang for your buck.