Imagine this – you find your favorite place to eat, maybe you dine there everyday or invite friends for brunch every Saturday. But one day you notice the sign on the door that says “For Sale”. It makes you sad, doesn’t it? You start wondering what was the failure and why they are closing, even if they seemed great.
Often restaurants miss golden opportunities in front of hungry customers. Competition in restaurant business is huge and marketing strategy can put you on either side of success-failure line.
Not having a clear brand
Decide what your restaurant’s brand is and stick with it forever. Use it in your strategy. Website, social media, apps and in-store materials should show what your brand is.
If your brand is focused on healthy food, bring the message that your food comes from local farmers and how the food tastes better when being healthy. Avoid any other things that might be different from your brand, because it can bring you to a failure.
Missing out on social media
All restaurants should be reachable in a couple of clicks – let it be social media or an app. Even if you, as a owner, aren’t using Facebook, it doesn’t mean that it is not good for your business. Social channels can act as a message carrier, it can help build relationships with your customers and help to stay in their minds.
Not investing (or not enough) on marketing
If you want to avoid failure an to help your name to be recognised, you’re going to have spend some money on marketing.
Report from The National Restaurant Association showed that restaurants typically spend about 3% of monthly revenue on marketing programs, while the perfect amount ranges between 2% and 10%. Spendings and channels may vary by business type, but experts are recommending restaurateurs to focus on digital and mobile marketing – search engine optimization (SEO), social media and apps.
Lack of loyalty program
Loyal customers are power. They act as a message carrier and can help you bring in more crowd. Give customers some love by offering discounts, special offers or free coffee.
Loyalty programs should be customized to fit your restaurant’s brand (see #1) and offer immediate and frequent value to all who sign up.
Not using images to attract attention
Pictures can improve storytelling, especially online and on social media. Most of social media posts now contain images to attract more attention. Photos of delicious looking food can make your customer’s stomach sing. Their mouths water at the mere sight of a juicy fire-grilled hamburger. Skip failure, but don’t skip on investing in high-quality photos of your food and interior to build brand and evoke an immediate positive reaction.
Not going mobile-first.
It’s a big chance that you have your mobile near you while reading this. They are in our pockets all the time. Not only do searches from mobile devices make up over 60% of total search volume, but “Food and Beverage” is the most searched category on mobile devices. 72% of searches in this category are initiated from a mobile device.
In a nutshell – your restaurant should be easy to find on a mobile device – mobile-friendly website, information-rich social media profiles or better – your own app in customer’s phone.
Trusting in old methods.
Adapt or die. To avoid failure, keep an eye on your competitors and restaurant market in general. Your marketing strategy should be modified and adapted to latest trends because everything changes at instant speeds.
Don’t miss out on golden opportunities to grow and you will see how using couple of simple steps your business will flourish. Stay in front by adapting to always changing market and leave your sleeping competitors behind.