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Cookies for Thought Edition 1 December 2011

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An Overview of E-Marketing and Site Analysis for the Restaurant Industry

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From the Editors Welcome to this month’s special digital edition of Cookies for Thought! We all know that digital is everywhere, Facebook dominates our mobile internet services and Google can proved billions of results on less than one second! How are we supposed to keep up? Digital can bring tremendous benefits to the restaurant industry if it is used effectively. There’s no reason why you can’t use your website to develop relationships with your diners, show off your seasonal dishes or even launch competitions. You just need to know how to do it, and see some examples of who does it well.

Contents

• Industry Overview •Digital Marketing Mix • What Makes Good Content? • SEO & Traffic Building •Restaurant Comparisons • Meta Tags • Online Value Proposition •Dynamic Design & Personalisation •Customer Orientation • Aesthetics •Page Design •Copywriting •Navigation & Structure • Interaction •Social Media •Usability

That’s where we come in. Sit back and get comfortable, this is your guide to designing a great, interactive website that will keep your customers clicking and ultimately, walking through your door! Enjoy! Cookies for Thought Team

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The Restaurant Industry Overview The restaurant industry is a very competitive market to become part of, therefore the first thing to consider is the current market and current trends. This will help identify a possible gap in the marketplace and can ultimately lead to creating a successful business.

Firstly it is important to understand that around 24 million UK consumers will eat out for a special occasion, approximately 19 million will eat out because they feel like it, whilst 15 million eat out for a regular treat. Eating out or ordering a takeaway is no longer considered a luxury by the majority of the British population, but has become an embedded habit which is driven by convenience and the numerous choice that they have.

Recently, due to the recession although around half of consumers haven’t changed their eating out habits, approximately a third have either reduced their expenditure on eating out per month or reduced the frequency of visits. (Mintel, 2011) However, eating out is the most popular leisure activity across all demographics and although its market value has decreased slightly during recession, it has retained its strength. It has to also be noted that It is six times harder to attract new consumers than to please your loyal consumers. However in 2009 The UK Restaurants Market Development Report highlighted how the next five years will see the value of the restaurant industry increase to £5449 million. Therefore this shows there is a high possibility of creating a successful restaurant. There are a number of aspects which can affect this, however this magazine will focus on just one‌ Digital! It will identify how using digital can increase the chance of a profitable business and how you can create a great restaurant for you and your customers. We have included examples of four restaurants which are based upon the Italian and Pizza theme. However all elements can be used for any type of restaurant from fast food to American, so read on and enjoy! 4


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The Digital Marketing Mix The Digital Marketing Mix is important as: It affects all aspects of the business The elements need to be effective  If the correct audience is being targeted.

Place

Let’s Mix It Up... When deciding to start a business online, the main consideration is whether your marketing mix will be affected and how. It is important to know that in fact ALL the elements of the mix will be affected by the online world. The emarketing mix is CHANGING as products are becoming services, services are then becoming customer driven and customers are creating communities that are extending the brand into new online experiences.

This is CRUCIAL to the success of any online business. The principle of place is to increase your REPRESENTATION and make it widely available and attractive to the target customers. You will need to think about MULTI-CHANNELS for distribution rather than one specific type to attract the correct consumer.

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Partnerships Many believe that with an online business a new P is added to the marketing mix, ‘Partnerships.’ This is due to 64% of the UK top 1000 companies confirming they have partnership marketing in place. These partnerships can open doors to vast new markets, and will be a great advantage to your business. However skilled management is necessary to succeed with a partnership. Restaurant owners could possibly build partnerships with well known food brands /suppliers such as; Heinz or 7 Waitrose.


What Makes Good Content? Organisation

Simply the best...

Frequent Updates CRABS

You’re competing with millions of other websites and thousands of restaurants when you put your business online. We’ve looked into how to drive traffic to your site, but what can you do to make your customers stay? And importantly, come back again? Here are a few tips about your content and how to make it as effective as possible.

Information Architecture  

This is the way you organise, label and allow navigation on your website. Ensure it takes only 3 clicks for users to get where they want to be. Update frequently

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Search Engine Optimisation 301 Redirect Ensure your website runs from one domain, this enables that one domain to achieve a greater ranking, as a posed to multiple domains with poor rankings. Assigning yourcompany.com as the primary address and redirecting www.yourcompany.com and any other domains you may use will greatly enhance the ranking.

Well Linked It is important not to forget that ensuring all parts of your site are accessible, all pages and sub pages should be easily navigable and abide by the ‘three click rule’.

Good Content It may sound simple, but ensuring your site has good content is key. Search engines will scan paragraphs for keywords and make judgments about its content from that therefore the more concise and well structured you make it the higher your site will rank in search results.

Social Media Marketing Advertising Correctly placed advertisements online can help traffic to your site tremendously. Treat online marketing like any other type of marketing, use your research. It’s easy spending money on small campaigns because they’re so easy and cheap, placing your adverts in the right places with the right keywords is key. “It’s imp ortant to rememb that whe er n directin g traffic your site to , that you tar right aud ience an get the d ensure your site accomm odates them”. (Ashley Ktorou Develop Web er)

In modern times there hasn’t been a more powerful tool for traffic building and that’s social media marketing. Using social media cleverly can increase people’s interaction with the brand and therefore generate more traffic.

Affiliate Programs Utilize programs and schemes whereby people can be rewarded for promoting your site with an advert or banner on their blog, site or other online resource.

Traffic Building


Restaurant Comparisons The Famous Four....

 Founded in 1958 in Kansas, USA  Temporarily changed name to Pasta Hut to promote new pasta menu  Over 11,600 restaurants worldwide  Owned by Yum! Brands Inc.  Founded in the early 1990s in the UK  Sells Italian wines from small producers  Over 80 restaurants in the UK  Owned by Tragus Group Founded in1965 London, UK  First to bring pizza to the UK high street  Over 440 restaurants worldwide  Owned by Cinven  Founded in 1960 in Michigan, USA  The world’s largest pizza delivery company  Over 9,000 stores worldwide  Owned by Domino’s Pizza Group Ltd 10


Meta Tags EASE OF USE = Structure + Navigation + Page Layout + Interaction Keep It Simple

Three Clicks! Hip Hip… Don’t forget the three click rule, its important to note users should be able to find what they want within three clicks, otherwise the site’s flow-ability may prevent users coming back.

Be Consistent Use Signposts

Pizza Express Meta Tags      

Pizza express pizza express pizza express uk Pizza express locations pizza express locations pizzaexpress restaurants

     

pizzaexpress jazz pizza express jazz pizzaexpress gift card pizza express gift card pizzaexpress club pizza express club

Pizza Hut Meta Tags  pizza hut restaurant  pizza hut  pizza hut menu

   

pizza hut deals book a table Order online Pizza Deals

Bella Italia Meta Tags Bella Italia Italian restaurant Pizza

 Pasta  London restaurant

Domino’s Meta Tags Pizza Online pizza Pizza delivery

Local pizza

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Online Value Proposition Online value proposition is simply what a site can offer:  That is different to its competitors  That is better than the real-world. That benefits the customer

Loud & Clear!… and Strong With such a huge choice online not only is good content, ease & speed important, but so is having a clear proposition. The services offered and credibility to deliver should be shown in the proposition

Dominos New products advertised across site Easier to order online than going into store but both options available Core Product is key benefit

Pizza Express Combines quality dining In store and at home Find, Book, Order Online or through their mobile app Core Product


Pizza Hut New products and deals shown across site Exclusive offers that need printing to be claimed in store Delivery, collection, dine in store all options are catered for

Bella Italia Family dining, restaurant locator View menu online & book table No surprises when visiting and helps plan

So which webpage is the best for OVP? Domino’s is definitely the champion for online value proposition as it provides the consumer with a clear proposition of what they can offer them, using moving image on the webpage to highlight deals and offers. WINNER! 10/10 Closely following second place is Pizza Hut. They consistently use their website to promote offers both online and in store. They also provide different choices to the customer such as; delivery, collection and dine in store which the other websites do not. They also have two different WebPages depending on the consumers need. 9/10 Pizza Express also have a good online value proposition as they have created an application that can be downloaded by iPhone users. This is a clear advantage over their competitors as it means the site is more accessible and easier to use. There core product of quality products both instore and dining out is also a key benefit. 8/10 Bella Italia website lacks online value proposition, it has similar aspects to their competitors and does not promote a key benefit to their site. They need to create something unique which will improve their OVP and appeal to their 13 consumers. 2/10


Dynamic Design & Personalisation  Cookies are the key to web personalization.  Customized website content for each customer.  Sell, Serve, Speak and Sizzle

It’s Getting Personal... Remembering customer names and their needs is a personal thing. It is vital for websites to get personal. With the combination of web technology and database technology any number of customers can be recognized, their preferences remembered and served immediately.

COOKIES Cookies are a vital tool within web personalisation, when a new visitor arrives at a website a cookie or small text file is placed on their computer which is personally identified to them, on their next visit, this is recognised and a personalised message will be displayed. Cookies will remember previous information about how they used the particular service and what they are most likely to want from the website. Restaurant websites use cookies to remember what their customers last ordered, where and when they last booked a table and what offers and deal will relate to them. By using this personalisation method, their customers are more likely to return to the restaurant and order from the website again.

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> SELL, SERVE, SPEAK AND SIZZLE This makes it easier for customers to select their products or services that they require and to have this remembered on their next visit. Pizza Hut and Dominos personally remember your last orders and address for delivery. Pizza Express and Bella Italia remember the customer on their next visit to the website & show when and where they last booked a table. Each website requires general personal information to be entered, which then will be remembered on their database. This all appears on the customers next visit to the website. -Customer name -Location -Customer Preferences -Offers and deals specific to customer All websites offer an opportunity to receive the latest deals and offers via email relating to recent searches, 15 locations and up to date news.


Customer Orientation Customer Orientation Provides: Easy Access Appeal to a range of people Familiarise the audience

It’s Easy Peasy... It provides easy access to the content and services on the webpage for a range of different consumers, it should appeal to a wide range of people. The website should familiarise the audience about the organisation, their products and the website as a whole.

Pizza Express Generally couples, older customers and families on occasions.  Does not familiarise the audience with their services. Homepage does not present any the food or services they are offering. The audience need to navigate to the ‘our food’ section. Presents booking a table in an easy way.

Bella Italia Pizza Hut Families, children and students due to its value for money approach. The option for takeaway is a quick and easy method of purchase. Connect their audience with the information they need. It is easily accessible for all types of audiences and easily identifies a customers need.

 Families with younger children.  Customers needs are addressed promptly as there is an option to view the menu, book a table or find a restaurant immediately.  It familiarises the audience with the products it serves, by using images and also their brand by using a large logo.  It promotes a child friendly atmosphere.


Domino’s  Families and students due to their promotions and deals presented on the homepage.  It efficiently connects their audience with the information they need.  It is easily accessible for all types of audiences.  They conveniently check that the customer can receive their services by allowing them to enter their postcode.

So which webpage is the best for Customer Orientation? Bella Italia provides a website which appeals to a range of different people, they make it easy for children and adults to achieve their needs whether it is to book a table, look at their food or find a restaurant. This is definitely the WINNER! 10/10 Pizza Hut follow closely behind Bella Italia as it provides excellent customer orientation due to ease of use, familiarising the product and brand to the customer and also addressing their main needs immediately. However the layout of this is not as easy as Bella Italia, therefore it has to take a worthy second place. 9/10 Domino’s have created a great customer orientated website which allows customers with a specific menu depending on their postcode as many Domino’s restaurants provide different products. However there is not an option to look at the menu without having to create an order which is inconvenient for some consumers. 7/10 Pizza Express was considered the worst website for customer orientation due to the fact that it does not appeal to children, whilst the others do. It does not familiarise their food immediately and navigation is needed to address the need of the audience whereas elsewhere it directly tackles them. 3/10

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Aesthetics Site Personality  Site Style  Colour and Typography

It’s all about your image.. Effective website design includes both form and function, this covers both the visual design layout and interaction, navigation and structure of the website. To help communicate a brand’s essential values and what they offer a website must portray powerful aesthetic appeal.

Aesthetics = Graphics + Colour + Style + Layout and Typography

SITE PERSONALITY A website’s personality must be consistent with the brand, what they want to perceive and how they want to be represented is shown through the design style, colours and layout.  Pizza Hut and Dominoes highlight a sense of fun, excitement and value for money through their website design. The bright colours used throughout both emphasis this. Pizza Hut presents itself as an informal restaurant in comparison to Bella Italia and Pizza Express and since Dominoes is a delivery service they highlight their services through their quick and simple layout on their website. Bella Italia and Pizza Express present a more formal and elegant approach, highlighting good quality, high end service and a place for special occasions. 18


Dominos use graphics, loud colours, animations and large text to capture the audience, make the website exciting and get to the point as quick as possible. Like their service they want their website to represent a quick, easy and exciting brand.

SITE STYLE Information Intensive vs. Graphic Intensive Information intensive sites may appear cluttered because they have a lot of text but the intention is to provide a lot of information to the visitor and come across more formal and usually more expensive. On the other hand graphic intensive sites contain lots of images, animations to create an instant impression. ďƒźInfo intensive = Pizza Express and Bella Italia: although both websites have images and few graphic animations, they offer vast amounts of information to highlights events, what they offer and other forms of promotional activity. ďƒźGraphic Intensive = Pizza Hut and Dominoes thrive on grabbing their visitors attention through colour, animation and images. This shows simplicity, to the point information about the brand as well as making it exciting and fun to look at.

Bella Italia have articles and large amounts of text information for their customers to read. They want to keep their visitors on their website for as long as possible.

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Page Design The page design aspects which need to be considered are: Visually pleasing layout Emphasis on different content Consistency

Pizza Express  Company name and logo clearly at the top of home page and is coherent through every page navigated to.  The navigation bar along the top is consistent.  Simple headings create ease for visitor.  The traditional layout of the website allows the customer to access all information easily.  Black and white are the main colours used.

Time for a makeover... There are many page design aspects that a restaurant website must consider whilst in the constructing stage. A good page design will have the following; a visually pleasing layout, emphasis of different content types, clear navigation options, prioritisation of marketing messages and finally consistency throughout the website. If these are applied correctly the restaurant will achieve effective web as well as being attractive to the audience.

Pizza Hut  Consistently used the company name, logo and navigation bar.  The website is graphic intensive as the visual appeal is of high importance.  More information can be accessed by clicking on the different graphics.  The background uses moving image, each highlight a different message. 20


Domino’s  Company name and logo clearly at the top of home page.  The navigation bar along the top is consistent.  The layout is kept the same throughout each webpage.  The main colours red and blue are used to relate the webpage with the brand logo, it also helps make it visually appealing.  However this website does not promote the Domino’s marketing message to the audience.

Bella Italia  Homepage layout is very busy, with many different aspects presented on the webpage.  The navigation bar at the top and the logo are consistence throughout.  They have good emphasis of different content using moving image.  The colours used are mainly neutral however the bold colours are used to highlight important sections to catch the consumers attention.

So which webpage is rated highest on Page Design? The Pizza Hut webpage design is the clear winner, they provide consistency, visual appeals, use moving image to convey their marketing messages and the layout is simple, even though it is busy, everything is placed nicely. However they should pick a prominent colour to use throughout each page. 9/10 Domino’s should be proud of their webpage design even though a few things should be included to improve such as; presenting their marketing messages more effectively all their other aspects are great, the layout is the best, using a simple design consistently with each page. 7/10 Pizza Express page design is similar to domino’s, they layout of the images and text is consistent throughout each page, they also have coherent colour scheme which is used throughout. However it lacks marketing messages to the customer, they should also include moving image to portray this. 6/10 Unfortunately, Bella Italia has been rated worst restaurant for page design. Even though they have many aspects which are positive, such as moving image and consistency, however the homepage is very cluttered which makes it less visually appealing to the audience. 5/10 21


Copywriting ed text s very limit a h a li a es It Bella It assum . e it s b e h the on its w miliar wit fa re a ir visitors xplain the e ’t n o d hey brand and culture. T r o e g a l brand im nd socia a g in is ert should use adv y, but il v a e h site to media of the web re o m . te dedica business is e th t a h w explaining relevant, is g n ti t Copywri ly brief bu in a rt e c d n asy to accurate a sy to be e u b o to is the site text. gh chunky scan throu

Score: 4/10

Grab their attention.. When users land on your website, they tend to scan for information they can read quickly. You need to made sure the writing on your website is chunky, relevant, accurate, brief and easy to scan. And never, ever assume your visitors know about your company! Pizza E xp what it is ress provides inf a homepa nd what it does ormation abo ut ge. The succinc tly on th provides website e s text is ‘PizzaEx ubstantial infor brief ye mation. press’ t and ‘piz The wo which re rds za’ are levant a used a nd bene ficial for lot SEO. Score: 6/10

Score: 4/10

a’ d ‘pizz n a e Score: 7/10 is n am SEO. It es its e s s u a e r ’s c Domino in its text to in separated into tly s is frequen can as text heading r a le c s h d easy to aragraphs wit s are also use p c li t a n ts poin . releva s and it t y e in k o p t t e h t h at and bull elps highlig ggests u s h e e g which homepa itors know th e th , r vis be Howeve e assumes tion can a n it la s p b x the we although an e y ss’. compan er ‘The Busine nd found u

Pizza Hu t’s copyw ritin each pag e but is n g is relevant to ot chunky brief. It is and too however easy to headings scan as have bee n written visitors w in bold so ill easily fi nd what th The news ey want. section ha s not been for almost updated ay in 2008, w ear and the timelin e ends ebsite sho uld be ke date so re pt up to gular visito rs have a return. reason to

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Navigation and Structure EASE OF USE = Structure + Navigation + Page Layout + Interaction Keep It Simple

Don’t get lost...

Be Consistent Use Signposts

Users need to be able to create a mental map of your website as they use it; this will ensure they find it easy to navigate and find what they want quickly and easily.

Mini Navigation & Structure Review Bella Italia are more of a dinning experience, locating a restaurant, booking a table and viewing the menu can be done from multiple areas. Similarly, buttons contrast to show user of their location within the site.

Mini Navigation & Structure Review Dominos have a simplistic page structure that compliment the brand and the business. As dominos don’t do tables all food is for delivery or collection. The site takes you from the main screen with postcode input, to a menu that follows you through the order. Sections brighten to indicate your position in the site.

Mini Navigation & Structure Review Pizza express has a deeper structure than the previous sites, a menu bar is displayed across the top which like the others changes to indicate position on the site, they however have a sub menu that appears depending on whether the page has sub links to further pages.

Mini Navigation & Structure Review Pizza hut have a simplistic first page that rivals domino’s site. Greeted with whether you will be dinning or getting a pizza delivered. From the user’s choice the site then takes you to the appropriate side. Where the takeaway is very similar to dominos and dinning typical of the restaurants seen so far.

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Interaction Reinforce Brand Values Create an experience on your website  Conduct research from interaction

Get involved.. When a customer lands on your homepage, you want to engage them. The best way to do this is to interact with them and create two-way communications. This will make them feel more involved and in control of their experience with your restaurant. Interaction ranges from a simple mouse click to a web chat between an employee and a customer.

The Buying Process  

 

Learning: simulations, geographical tailoring, e-mail a friend, testimonials “What kind of restaurant is this?” Deciding: interactive sales advisor, chat facility, on-site search engines, email a friend, location-based menus “Is this the right place for my celebration/ business lunch?” Buying: location selection tool, promotional offers, book a table tool “I would like to eat here.” After sales support: e-mail follow up “I’ll go there again!”

8 Score:

/10

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Bella Ita lia interactio ’s website focus es n. are enha Most options on on nc the webs ite or by rela ed by the ability to ting the input de page to Twitter. tails Faceboo Interacti k v ity is pro or seems q minent b uite one ut it -sided a could en nd Bella courage Italia custome conversa rs to hav tions wit e h the co website. mpany th rough its

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Score: 8/10

es tuniti r o p p any o egularly m s r r nd s offe media is sharing a s e r E xp with in e ocial Pizza ract. Its s e is blog ’s a genu e e er to int d and th ns. Ther te a a d te tio upda enting op ant to cre isitors an t. v w n comm that they the online restaura basis e e sens nship with ce into th ouse click n r o e relati is experi tly on a m menus o th n os take tion is m drop dow c a Inter re are few e as th features. r hove

Score: 4/10 Domino’s is a very intera ctive website because it is used to orde r pizza online collection or for delivery. Th e site design excels in this area. Drop d own menus click-through and advertising has been uti However, th lised. ere aren’t an y additional interaction fe atures, like social netwo and the enq rking, uiries page is basic and n informative. ot

Pizza Hut has a highly interactive online presence. Not only have they used social media but there are many options to register to the site, tell a friend and enter competitions. There’s also a kids’ section so children can interact with the brand.

Score: 9/10 25


Social Media: Friend or Foe?

Social Media in Business 30 Ways to Use Social Media Making Use of Social Media

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What do people really think? You really want to know...?

Domino’s is definitely the easiest to use. It’s really simple, especially compared to Pizza Hut where there was so much going on. I think the other two were pretty similar: go to the website, see menus and sign up for newsletters.

I found Domino’s and Bella Italia the easiest to use. Pizza Express and Pizza Hut required more clicking to get where I wanted to go but I think all these websites are quite good. David, 49

They’re all really easy to use and have lots of clear links so it’s hard to get confused.

Ben, 30

I fou n arou d it hard n to d page , thin Pizza Ex move gs pr up a nd th seeme ess’ d to en d cou web ld use B isappea pop si r. e butto te thoug lla Italia I h, ju ’s ns to s you whe click wh t simple re yo i u wa ch take nt to go!

Paulette, 52

Grace, 19

yself I found m st on bit lo getting a ut’s Pizza H website. Monica, 26

Can’t say that I struggled with any of them, they’re all straightforward. Maybe they should try harder to be more unique.

Robbie, 23

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