By Janil Jean, Contributor
The restaurant industry is an industry not many can survive in. But you want to be different, right? Whether you’re a new or seasoned restaurant owner, you want to take your dream all the way: Making tantalizing meals for the masses for years to come.
Guess what? It doesn’t have to be as complicated as you imagine. And your personal brand is the key to getting it right.
Yes, marketing is different than just a few years ago, especially during the pandemic. But marketing your restaurant can also be easier.
So, let’s break it down for you. With these six tactics you can experience a new influx of patrons and even better job satisfaction for you and your team. And no, it’s not expensive.
Sounds like a good plan for 2021, right?
Before All of That: Your Restaurant’s Branding
You know your restaurant’s brand can grow. But do you even have a brand to promote?
Many of marketing strategies and techniques require you and your restaurant to be easily recognizable:
You need a specific, unique logo to use in all marketing, so nobody confuses your place with another restaurant.
Let your restaurant logo designer know you need a logo that is appropriate and easy to use online as well as in printed marketing.
People respond to personal service and people’s faces; using your own persona in marketing will ensure people take notice.
With this as your strategy—and if you diligently keep at it—you’ll smile when you look back in 12 months’ time. COVID-19 or no COVID-19, make your brand stand out.
Online Everything
You can’t afford not to be active online these days. Today’s consumers want to feel connected, and a primary way they live out this desire is by engaging online. Make sure your brand is seen in as many places as possible and the hours you invest in digital marketing will draw the crowds you dream of:
Website: Your restaurant needs a website, otherwise some customers may think you don’t even exist. This is where you showcase your brand’s values, look and yourself.
Social media: Once again, this shows your restaurant is active, but it’s also where you’ll communicate with patrons, build relationship, and share new dishes. Connecting and engaging can flourish here.
Mobile responsiveness: Your customers are on their phones more than they browse on their computers. Make sure your website displays correctly on all mobile devices so you’re accessible 24/7.
Apps: Why not create your restaurant’s app? People can place orders via this technology and share their thoughts. It also proves your brand is cutting edge.
Online orders: Consumers want quick solutions and waiting for you to pick up the phone doesn’t work. Give instant solutions and you’ll be the favorite soon. Your brand will also be associated with modern approaches and professionalism.
Email: It’s been around for a long time, but it still works to get the word out. Sending news and specials to a list of email addresses will keep your existing customers coming.
Word-of-mouth is one of the best marketing methods and the modern version of this is if your brand is shared online. Make sure your restaurant brand logo is worthy of traveling the Internet when it’s plastered everywhere.
Also, make sure all these platforms contain the same feel, branding and your personal touch, so consumers start knowing and trusting what your restaurant is all about.
Image: LogoDesign.net
Special Events, Special Nights…Specials (Still) Work
Most people have inherent fears of missing out on something good. That’s why they’re more likely to commit to a sale if the special price is only offered for a short while. What if such an opportunity never comes their way again?
Use this sales tactic by offering certain dishes or special offers only during set times.
Now take it one step further: Associate a brand value such as healthy eating (your latest low-calorie dish) with a special. Or if you specialize in ethnic dishes then make that a special on the national day -- like Indian cuisine. This educates your audience about your menu options and they’ll start associating that value with your brand. You drive up sales AND share your brand identity.
Reviews Are Your Friends, Not Foes
When all these people you attract start talking about you, you’re probably cringing, right? Are you the kind of business owner that tries to ignore public opinion or have you discovered it’s there for your benefit?
Reviews can serve you well, even if the writer had something negative to say. When someone complains on your Facebook page:
Don’t delete the comment.
Showcase your interest in your customers and prove you’re there to serve them.
Talk about the problem and then tell them when you’ve solved the issue.
People love following online discussions and they too will realize you’re trustworthy. This could draw them as new patrons too. Each person reading the discussion will associate your brand, your face and your logo with excellent customer service.
Let Them Taste…and Talk
What is your signature dish? While décor, atmosphere, and location matter, your food should be the center of attraction of your restaurant. Especially, if you’re new in the game it can be difficult to get the word out, so use the age-old winning method -- make it free.
Ask a few locals to try your favorite dish, with the understanding that in return they have to:
Talk about it on social media.
Like your page
Share your page
Now their networks of friends know about it too, getting used to seeing your brand and associating it with good food. Also consider getting local influencers in on the action. Once again, people’s fear of missing out will prompt them to pay you a visit.
Train Your Team
In all of this, your team plays an integral role. They are part of the ‘shop front’ of your restaurant. Do they display your brand’s values when they engage with patrons?
Always being hygienic
Acting professional and friendly
Looking healthy (especially if you’re in the health food industry)
Motivate your staff by telling them their extra effort will help ensure everyone’s future income. When employees feel their actions add to a greater cause they’re bound to put in more effort.
So, follow the recipe, draw up your to-do list, and make your brand known this year and beyond.
Have more questions? Leave a comment below and we’ll get back to you.
