In an era where the aroma of freshly baked bread and the sizzle of a pan can be virtually shared, you can make a customer come only thanks to social media. Where almost every hungry person uses Google Maps to find the nearest or best-rated restaurant in the neighborhood. It's important not to let that customer into the restaurant next door!
#1 Understanding the need for digital visibility
Imagine walking down a street lined with restaurants, each inviting you with the promise of a meal that could become an unforgettable memory. Now transpose this physical experience to the digital world. The internet is that street, crowded, noisy and full of endless options. A solid marketing strategy allows your restaurant to stand out on this digital boulevard, just as an inviting smell or a warm smile would in the physical world. It's all about ensuring that, as potential customers scroll through their options, your restaurant not only appears, but draws them in, enticing them to walk through your virtual door.
People today are willing to travel a few kilometers to eat at the restaurant that caught their eye on social networks, to visit THAT famous restaurant that has been recommended by so many, and sometimes even just to take THE Instagrammable photo... Times are changing, and your digital presence should be almost as important as the finalization of your signature dish.
#2 Building your community
One of the most beautiful aspects of food is its ability to bring people together, to create communities around common tables. Your digital marketing strategy should aim to replicate this warmth and sense of belonging online. Platforms like Instagram, Facebook and Twitter aren't just channels for broadcasting your menu or promotions; they're places for storytelling, for sharing the passion behind your dishes, the inspiration for your décor and the vision for your culinary journey.
In concrete terms, set up an editorial calendar with several themes. For example, you might decide to share your most beautiful photos of dishes on Mondays, while you share a recipe video with your tips (not your secret ingredient, of course...) on Wednesdays and share a photo of your team on Fridays. The options are endless, the idea being to make your restaurant attractive without even smelling your food.
In addition to building your online presence, this will also build loyalty among your customers, who will naturally advertise with you. Today, 69% of millennials take photos of their food in restaurants, so it's worth going all out, because a dish shared on social networks means extra potential customers. Some people even avoid having no digital presence or no Instagram account.
#3 Understanding the role of Google Maps & SEO
In the journey from hunger to satisfaction, discovery plays an essential role. A well-referenced presence on Google Maps and a solid SEO strategy guarantee that your restaurant will appear when potential customers embark on this journey. The aim is to reduce the friction between discovery and dining as much as possible, so that it's easy for someone to find your restaurant, be attracted to your offering and decide to dine with you, all within a few clicks.
For that you should use SEO best practices, such as optimizing your website with relevant keywords like your type of cuisine, your location and your unique offerings (are you vegan friendly, locavore, specializing in meat, fish...).
Make sure your Google My Business (GMB) listing is complete and attractive. A Google My Business listing is not just an opportunity to improve your visibility and local SEO; it also allows you to interact with your customers and web users in a direct way, for example, by responding to reviews and comments left by your customers.
In fact, 90% of your customers search for you on Google before coming to the restaurant. To make sure you're on the right track, check your address, opening hours, contact details, services offered, description and so on. Make sure that your restaurant's information is consistent across platforms (GMB, Facebook, TripAdvisor...), as Google will tend to rank it better, as it gains credibility.
#4 Navigating online reputation
The digital age has amplified the power of word-of-mouth, with online reviews now one of the most influential factors in restaurant decisions. By actively managing your online reputation, responding to reviews whether positive or negative (especially negative it's important not to let these comments go unanswered, be fair in your response) by doing so, you show that you value their feedback and are committed to providing them with an exceptional dining experience.
This not only builds trust with potential customers, but also provides valuable feedback on areas for improvement, directly from the people you want to serve.
At its core, a restaurant isn't just a business; it's a place where memories are made, comfort is served on a plate, and every meal can be an experience.Your marketing strategy is the bridge that connects the heart of your restaurant to the digital world, inviting people to take part in the experiences you offer. Today, this bridge is a necessity, enabling your restaurant not only to survive, but to thrive.
We can help you implement this marketing strategy, tailored to your unique needs, so don't hesitate to contact us: contact@starts.consulting.