Marketing innovation
Harness the power of
social media Restaurants operate in the space of the tangible: smell; taste; and sight are their cornerstones, so it may come as a surprise to find out just how important social media is in terms of restaurant operations. Emily Dyer-Schiefer of restaurant consultancy Kitchen Think, explains how restaurants can harness the power of social media.
SOCIAL MEDIA MARKETING for restaurants is an absolute must. We only get one chance to make a first impression, and with more and more restaurants competing for customers this is more important than ever. First impressions now include online pages. A lot of people will hear about a new restaurant, immediately check them out online and make a decision on whether or not they want to eat there. Social media is by far the most cost-effective way of marketing your restaurant, but requires a plan to get the best results. Social media without a plan or strategy behind it often looks messy and is confusing.
The truth is, restaurants aren’t actually about food”
DEFINE YOUR BRAND MESSAGE What is it you want people to think of when your restaurant comes to mind? Are you trendy and hip? Perhaps you represent a neighbourhood or community? These are very different messages. A good way to start is to seriously ask yourself what emotional response people will have when they engage with your social media.
KNOW YOUR CUSTOMER Where they live, how old they are and (most importantly) what social networks they use. The biggest mistake you can make is thinking you
will appeal to everyone. If you understand your ideal customer, you can tailor your content and channels to them. Age groups use social media differently. Millennials are on Instagram, Generation Z is on Snapchat, anyone older is on Facebook. Don’t even try to market your restaurant on Twitter – it will get lost.
DO IT WELL The biggest mistake restaurants make with social media is thinking anything goes. In this age of social you need to really pay attention to what you are putting out there. My number one tip is to get a professional photographer. Unstyled, blurry
photographs do more damage to your business than not posting at all. A lot of new photographers are happy to do a trade exchange or offer reduced rates to boost their portfolios. Feeds nowadays are looking very polished and curated. Choose a colour palette for your pictures, so they all have a similar look. Pick two or three easy to read fonts and use these on your graphics. It helps everything look professional. If you’re managing your social media yourself check out Canva. It’s an online tool to help everyone create professional looking design.
BE SOCIAL Social media was designed to be social. As social media grew a lot of businesses recognised it as a great marketing tool. As a result, a lot of messages became very brand focussed and forgot about the sharing aspect. People want to know your story. They want to see the people behind the restaurant, and be part of your special moments. Scatter everyday moments into your feed and allow your customers in. A lot of owners make the mistake of focussing on a single part of the experience – the food. Lots of restaurants make great food and they still don’t survive. The truth is, restaurants aren’t actually about food. Restaurants are about delivering an experience to the customer from start to finish, which includes marketing. Kitchen Think – www.kitchenthink.co.za
Full Serv ce | November 2018
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