Managing Digital Marketing for Restaurants
Communicating with your customers should be a mixture of what you can do for them, what you have available for them, and the measures you’re taking to keep them safe.
Staying connected with patrons is always important for restaurants. But, as your restaurant begins to reopen and adjust to the "new normal" after this COVID-19 pandemic, it is more important than ever. Your loyal customers are likely as eager as you to get back in your restaurant.
Just because you can’t have as many customers dine in with you, it does not mean they cannot still enjoy your offerings. Clearly showcasing to your customers any delivery or take-out options that you have available is vital. As restaurants start to open for dine in services at a reduced capacity, takeout orders will likely continue to be an anchor for the business in the short term.
Engaging with your customers in any way possible will keep your brand top of mind and get them excited for your re-opening. Communicating with your customers should be a mixture of what you can do for them, what you have available for them, and the measures you're taking to keep them safe.
Below are some tactics to consider when creating & implementing your digital response strategies.
Social Media Strategy + Communication
Social media usage and engagement is up since the pandemic began (some studies show increases as high as 61%) which means your restaurant's social channels are a great opportunity to communicate to your loyal customers and entice new guests to try your food. But re-opening your restaurant doesn't mean re-starting your social media accounts and posting similar content that worked well prior to the pandemic. Here's what to be aware of as your restaurant marketing ramps back up:
Post Relevant Content:
Provide updates on any changes to your availability. Encourage online orders by posting photos of popular dishes with links to your pick-up menu.
Paid Advertisements:
With screen time and engagement up, accompanying your organic content with paid ads is a perfect way to expand your reach and begin re-energizing your funnel. Use ads to promote specials and take-out or delivery options.
Try Spotlights:
Go live with videos that allow your audience to engage and interact with your team just as they would in person at your establishment. For example, try a live video of your bartender making signature cocktails for people watching at home encouraging them to follow along and make the beverages themselves. This same concept can be used to showcase your back of the house staff or chef making popular dishes. Another possible option that’s been proven to work well, is a 'cooking class at home' series, where the most popular menu items are created with the help of a live tutorial style videos. If you're trying this, make sure that you give your audience ample opportunity to signup and provide an ingredient list ahead of time, so everyone is prepared. Suggest to your audience to post their results tagging your establishment on social media. You could also consider giving away small prizes for people who participate, like a free appetizer, cocktail or take-out dinner.
Website Content: Specials & Encouraging Online Conversions
Over the next little while restaurants will need shift some focus on communicating the cleanliness and social distancing measures they have in place. Anyone looking for a restaurant will likely want to see it is safe before considering coming in for a sit-down dining experience again.
Pick-up Orders:
With new social distancing restrictions likely to be in place for some time, combined with some consumer hesitation about how safe it is to be dining out in public, take-out orders are now a vital way to maintain some revenue until you can fully reopen your capacity seating. Restaurantsshould view take-out as a foundational part of their service and it is something restaurants will need to adapt to and get comfortable with as quickly as possible. Updating your website and enabling online orders or directing customers to call in an order for pick up or delivery is the first place to start. Make sure these options are indeed visible on your site and easy for visitors to navigate. Scaling down your menu can also help you be more efficient in your operation, especially if take-out was not something you had previously offered. When creating a “smaller menu”, selecting your most popular items is a good idea, but also try and determine which items are your best from a food cost and margin point. Patrons will understand if your menu is scaled back from what they’re used to, but they will be less understanding if their order is wrong, or if it takes too long to make and deliver. Also keep in mind what menu items travel well and how you intend to package and transport your food. Granted food presentation is less important with take-out, but it is still a factor in the overall take-out experience, just like plating is for dining in.
Sell Groceries:
Allow customers to purchase items from your suppliers i.e. meats, produce, bread, dairy products, sanitizers, etc.) This is another great way to supplement your income and it also helps the community. This option can be for curbside pickup or delivery, allowing for limited contact.
Gift Cards:
Gift cards are an instant boost to your bottom line. It allows you to capture the sale upfront regardless of when/if the gift card is redeemed in-store. It also fosters a “support local” spirit and is an easy birthday or anniversary gift.
Open Communication:
Use a combination of social media channels and your website to keep communication happening with your guests. Also edit your Google My Business page with updated hours and phone numbers if those have changed since the pandemic. You should also think about any third party websites that shows your menu, making sure you have updated these accordingly.
Talk About The Measures You Have In Place:
Keep the consumer in the loop with how you're handling all the adjustments. Notify guests of any adjustments in hours, menus, and capacity mandates as we navigate COVID-19.
Health & Safety:
Make sure your customers know what you're doing to help prevent the spread of germs for both staff and visitors. Things such as reduced hours, increased sanitation practices, limiting the amount of people in the dining room, increased space between tables, etc. This can be done through a combination of alert messages on your website, email blasts, social media posts, or even a dedicated page on your site that goes more in depth. Consider adding a print out or an insert to include in take-out orders.
Make it visual and “fun”. As your restaurant begins to reopen, why not implement a practice that reinforces that your team is serious about not spreading germs. Use a timer with a auditable alarm that goes off every twenty minutes, which prompts staff to stop (no matter what they are doing) and sanitize their hands.
Telling someone that your establishment is low risk will take frequent and repeated touch points regarding how your business is operating safely and is likely to include positive user generated content from guests who do come to dine with you. Make sure you monitor social channels for feedback and re-purpose that content on your own social channels and website.
This article was originally written for and published in Business London Magazine