Being in the restaurant business is already hard enough. With Atlanta’s vibrant culinary ecosystem, each restaurant is a unique act, fighting for the attention of millions of people in a show that runs round the clock. As a restaurateur, your job goes much beyond just cooking food. Your decisions in your restaurant’s location, menu items, decor, prices and how you interact with your customers all determine your role in Atlanta’s culinary orchestra.
In a digital era where the curtains never really draw close, extending your restaurant’s narrative beyond the brick-and-mortar, onto the virtual stage is imperative. This piece is your backstage pass to orchestrating a compelling digital presence that not only keeps the seats filled but turns first-time diners into returning customers. From transforming your restaurant into a community hub to mastering the art of social media engagement, we’ll go through 7 actionable digital strategies that promise more than just a fleeting applause. So, as the lights dim and the audience settles, are you ready to captivate the crowd and keep them coming back for an encore?
1) Become an Event Center
In the heart of every community, there are spaces where residents gather – sometimes to celebrate and other times to network or even just hang out. With the right preparation, your restaurant could be that place. By transforming your restaurant into an event center, you can unlock possibilities that extend beyond the daily routine of serving meals.
With all events, you now have another reason to communicate value to your audience. When looking to promote your restaurant, you’ll find much more success with promoting an offer or event than you will looking to promote your general business.
Types of Events
- Birthday Parties – Celebrations of any kind a significant part of our lives and birthdays are an ievitibility – Luckily for you, restaurants play a pivotal role in hosting birthday parties. Offering a festive environment for birthdays not only enhance your restaurant’s social profile through the social media posts of your patrons, but can also grow your revenues directly by hosting larger party sizes, upselling with birthday menu items, and even renting dedicated rooms for private events. Promote your space as the go-to spot for birthday celebrations by offering special birthday menus or discounts and engaging with customers who tag your restaurant online.
- Business Events – Local businesses are always on the lookout for welcoming spaces to hold meetings, training sessions, or networking events. Tailoring your restaurant to accommodate such events (especially during off-peak hours) can foster strong relationships with the local business community and provide a steady stream of revenue. In addition to building your restaurant business, you’re also opening the door for catering opportunities by catering to your new found business clientele.
- Themed Nights – Themed nights are also a fantastic way to keep the engagement lively in your restaurant. Whether it’s a food and beverage themed night like ‘Taco Tuesday’ and ‘Wine Down Wednesday’ or a night dedicated to trivia or live music, themed nights give patrons something to look forward to and a reason to return. Bonus points if you have an event calendar that you maintain and fill with events.
Hosting Themed Nights
Creating a calendar of themed nights is a great way to keep your patrons involved with your restaurant. It also promotes a sense of action and excitement as things are always happening. As mentioned earlier, the themes could range from culinary adventures like “Family Friday” or “Whiskey Wednesday” nights’ to entertainment-focused themes like Triva Night’ or ‘Local Bands Live.’ Be as creative as you want with these nights, because your objective should be to slowly fill your restaurant’s calendar with engaging activities for your patrons that fit your restaurant’s brand and aesthetic.
Promoting your themed nights effectively is crucial for success. Make use social media, collaborate with local businesses or personalities, and even consider paid advertising to spread the word.
With the pandemic, we say higher adoption of QR code menus. We recognize tabletops, and other places inside of your restaurant, as prime promotional real estate. Utilize this space to also promote featured menu items as well as promote your event calendar. The more buzz you create, the higher the attendance and engagement you can expect.
Deciding Which Plaforms to Use
With everything, there is a time and place – but especially with the promotion of your restaurant. This is why your choice of social media and promotional platforms matter. While it may feel better to be everywhere all at once, it’s also a recipe for neglect. We find it to be much more effective to be both selective and intentional so that you can dedicate yourself (or one of your employees) to the building and nurturing of your social profiles individually by REALLY engaging with your audience. Overtime, you can increase your investment into each platform as you discover which ones drive the most success for your business.
Platforms like TikTok and Instagram are obvious platforms for promotion because of to their large user bases, but platforms such as TripAdvisor and DoorDash are dedicated food apps while platforms such as Meetup and Eventbrite specialize in events – so users may have higher than average intent to engage with each specific context. Take this into consideration when developing a digital marketing strategy.
Sharing behind-the-scenes food prep, testimonials from satisfied customers, and highlights from past successful events can do well on social platforms like TikTok and Instagram. Themed nights do well on event platforms like Meetup and EventBrite. Ultimately, nothing draws a crowd like a crowd. Encouraging your customers to create content in your restaurant can showcase the fun, camaraderie, and unique experiences that people can expect from your restaurant, but will also boost awareness for your future events while elevating your restaurant’s brand.
2) Step up your Social Media Game
Obviously you need to utilize social media – We’re not here to insult your intelligence. But we can’t stress enough that in today’s digital age, social media is not just a casual hangout spot; it’s where everything happens – both people and businesses interact on a personal and professional level. As more platforms are created, the landscape and best practices change as well. For many local restaurants, understanding the social media landscapeis not merely an option; it’s essential for getting the word for your restaurant out and building a loyal customer base.
Current Landscape of Social Media Platforms
This is a vast topic that we’ll try to cover fairly briefly. While Facebook and Instagram continue to be the juggernauts of influence with their massive user bases and ad products, platforms like Yelp, Zomato, and TripAdvisor are restaurant-centric hubs where people come with food in mind. Each platform has its own etiquette and potential for your business. For instance, Twitter can be a great place for real-time engagement and showcasing your restaurant’s personality, while LinkedIn can connect you with local businesses and professionals. Understanding the nuances of each platform will help you tailor your strategy to reap the maximum benefits
Content Themes and Planning
Creating a social media content calendar is akin to crafting a delectable menu; it requires a blend of creativity, strategy, and a touch of spice. Your content should whet the appetite of your audience and keep them coming back for more. But it should definitely be planned out. Here are some content themes you might consider:
- Conversational Posts – Engage your audience with questions, polls, or food-related trivia. It’s about sparking a dialogue and getting to know your followers. Many social media algorithms reward engagement with more engagement, so put some thought into it.
- Promotional Posts – Showcase your specials, discounts, or new menu items. But remember, moderation is key. Overly promotional content can be a turn-off. However, if you invest a lot into your audience, promotional material will be well received when it is presented.
- News/Trending Posts – Join the conversation on current events or trends, showing your brand’s personality and staying relevant. If there are relevant events happening in your genre of food (sushi, mexican, pizza, etc), you can share them with your audience. If you have an event calendar, you can also share them with your audience as news posts.
Planning your content in advance with tools like Hootsuite or Buffer can save you time and ensure a consistent posting schedule. It also allows you to analyze and adjust your strategy based on the performance metrics of your posts.
Growing Your Audience and Driving Sales
The allure of social media lies in its ability to build a community around your brand. You HAVE to resist the temptation to spam your audience. Instead, make sure to deliver real value In order to convert your online following into loyal customers. Here are some tips:
- Engage, engage, engage – Respond to comments, direct messages, and mentions. Show appreciation to your followers and make them feel valued. Again, nothing draws a crowd like a crowd. If your page is where the action is, that’s where the actions seekers will show up.
- Utilize Local Influencers – Collaborating with local food bloggers or influencers can provide a significant boost to your visibility and credibility. By identifying common interests, you can begin to think about how to bring value to your audience
- Promote High Performing Content – If a particular post is receiving a lot of engagement, consider boosting it with a small advertising budget to reach a wider audience. Investing in your highest performing posts is a smart way to spend your budget – the analytics already show you what works!
Analyzing Your Performance
In the culinary world, the proof of the pudding is in the eating. Similarly, analyzing your social media performance is crucial to understanding what resonates with your audience and what doesn’t. Platforms offer in-built analytics tools that provide insights into engagement rates, follower growth, and the effectiveness of your promotional campaigns. Dive into these analytics, learn from them, and tweak your strategy for better results.
Social media marketing is a dynamic domain that requires a good mix of creativity, strategy, and engagement. By understanding the landscape, planning your content, engaging with your audience, and analyzing your performance, you can turn your social media channels into powerful tools for building a strong brand presence and a loyal customer base.
3) Foster Loyalty Through Reward Programs
With the invention of the punch card, customer loyalty was forever changed. Even in today’s digital landscape, this sentiment still holds true. While you can’t buy friends, you can absolutely invest into a profitable customer loyalty program. Today, loyalty programs have morphed into several flavors and variations, each looking to be indispensable tool for restaurants striving to cultivate a faithful clientele. Essentially, the essence of a loyalty program is to identify and reward your patrons for their recurring orders, nurturing a mutually beneficial relationship.
Broad Spectrum of Loyalty Programs
The landscape of loyalty tools provide a spectrum of options, each with escalating control over your program.
- Traditional Punch Cards – The old-school charm of punch cards still holds sway in many local eateries. It’s a simple, tangible reminder for customers to return and reap the rewards of their loyalty. Printing up a couple of loyalty punch cards is a low cost way to give your customers something they can hold on to.
- Third-party Apps – Platforms like Yelp, Fivestars, or Belly provide ready-made loyalty programs that can be tailored to your restaurant’s needs. POS systems like Toast and Clover have loyalty programs built into their platforms. Regardless of which you use, they usually always offer a digital interface for tracking visits, points, and rewards, ensuring a seamless experience for both you and your patrons.
- First-party Apps – Giants like Starbucks have pioneered the way with their bespoke apps, fostering a direct channel of communication and rewards with their customers. Your choices here would be to build your own app using no-code or low-code tools, use a third pairy app builders (like Olo, or hire an app development agency to have full control of your brand’s app experience. While it requires a significant investment, having a dedicated app opens the door to a plethora of marketing and engagement opportunities.
Facilitating Loyalty Programs
Loyalty programs can be as simple or as complex as you’d like them to be. Ultimately, your goal with the initiation of a loyalty program should be to get to know your customers and reward your most valuable patrons. Take social media for example – the benefit of having a massive amount of followers is to maintain a relationship with your audience at scale. When elevating your digital marketing programs, the same approach of maintaining customer relationships can be applied to distribution channels that you have more control over as well. A few channels to consider:
- Email Marketing – Regular engagement through email updates or even a branded newsletter can keep your customers informed about the latest offers, events, and loyalty rewards. With proper strategy and content, email marketing programs can be a direct driver to revenue – especially when geared toward your loyalty program.
- SMS Marketing – A text message is a direct and personal mode of communication and running marketing programs to collect phone numbers to text can lead to direct revenue. Sending texts about special discounts, rewards redemption, or upcoming events can foster a sense of exclusivity and appreciation among your loyal customers. But be careful not to overdo it. If your customers trust you enough to give you their phone numbers, be sure to bring value and not abuse your new relationship.
- Utilizing Third-party Apps – Many food delivery apps have the ability to offer some sort of volume discount or even a loyalty program for repeat customers. Explore the features of third-party apps and choose one that aligns with your restaurant’s brand and operational flow. These third-party apps often come with built-in analytics to gauge the effectiveness of your loyalty program.
- Branded First Party Apps – Choosing to develop and manage your own app can feel like a daunting task, but it can allow for much more control over your loyalty program in it’s entirety. Chick-Fil-A is has a world class mobile app, and their Chick-Fil-A One is a branded rewards program is best in class.
Regardless of where you choose to start, each of these initiatives are solid enough to drive significant change in your restaurant. As you begin to get a feel for one of these strategies, you can begin to double down by adding another – or even all of them to your marketing playbook. Ultimately, your goal should be to identify your best customers and communicate with them in their method of choice.
Email List and Customer Relationship Nurturing
Beyond the scope of structured loyalty programs, maintaining an active and engaging email list is a valuable initiative in itself. Regular communication, tailored offers, and personalized messages can go a long way in nurturing a strong bond with your clientele. It’s not merely about promoting offers; it’s about crafting a space into the mind and hearts of your customers through your restaurant. Many brands that are doing this correctly have a loyal audience looking forward to email communications.
Recognizing and rewarding your most valuable customers with offers, birthday discounts, or personalized messages can really make them feel appreciated, propelling them to continue patronizing one of their favorite restaurants.
The act of cultivating a loyal customer base is a long-term investment that pays dividends in the form of repeat business, positive reviews, and word-of-mouth referrals. With a well-run loyalty program and an engaging customer relationship strategy, you are not just serving meals; you are building lasting relationships.
4) Online Food Ordering Apps: The New Drive-thru Window
In the restaurant business, adaptation is key. The rise of online ordering apps has emerged as the new normal in what we see as the modern-day drive-thru window for restaurants. For many restaurants, these platforms are not only trendy, but a necssecity to stay competitive and cater to the evolving preferences of the consumer base. These apps offering a convenient platform for customers to explore, order, and enjoy meals from the comfort of their homes, but come with their costs to both restaurants and customers.
The Evolution of Online Ordering
Online ordering apps have come a long way fairly shortly, transforming from a novelty to a necessity for many restaurants. Platforms like UberEats, DoorDash, and Grubhub have become household names, changing the way people experience dining. Up and coming platforms like ChowNow, Toast and Slice are also looking to connect restaurants with customers. The convenience these platforms offer has only been amplified in the wake of the pandemic, setting a new standard for food delivery and take-out.
Nobody Likes Cold Fries:
Pros and Cons of Partnering with Third-party Apps
While these platforms provide an extended reach and ease of use, there are certainly costs involved. Commission fees can take a chunk out of your profits, you have less control over the dining experience, and the competition on these platforms is fierce – not to mention hidden costs that are passed along to the customers. In extreme cases, we’ve even seen upset delivery drivers take their frustrations out on unsuspecting customer orders. Even with all of this considered, the exposure and additional customer base these platforms can provide are undeniable.
Choosing the Right Platforms
Not all food ordering platforms are created equal. Each has its unique features, commission structures, and customer bases. It’s crucial to choose platforms that align with your restaurant’s brand, operational capacities, and financial considerations. Some platforms may also offer promotional opportunities to further boost your visibility. Your choice of exclusively partnering with an ordering app or deciding to be everywhere all at once will have a drastic impact on your restaurant’s outcomes. Our advice is to try them all and develop your own relationship with these platforms – from there you can decide which ones make the most sense for your business.
Optimizing Your Online Listings
No matter what platform, a well-optimized listing can significantly enhance your visibility and appeal on your platform of choice. Consider investing in professional photography to showcase your dishes in their best light. High-quality photos, accurate menu descriptions, and competitive pricing are essential. We’ve personally opted out of online orders because we weren’t able to make the personalizations to my dish that we’re used to making in-store. Take all of these things into consideration when optimizing your restaurant’s online listings.
Investing in Promotions and Advertising
Some platforms have built in ad-networks that allow for promotional opportunities to boost your visibility among the myriad of listings. A well-placed promotion or a sponsored listing can drive more orders, ideally making the investment worthwhile. As with all advertising, make sure to track your spend and your conversion results to ensure profitable ad campaigns.
Analytics: The Mirror to Performance
Like most digital platforms, online ordering apps provide analytics that can offer valuable insights into your performance, customer preferences, and areas of improvement. Regular analysis can help tweak your offerings and strategies for better results – we love charts and graphs.
Online ordering apps are a modern-day marvel for both restaurants and customers, providing a convenient way for your food to find customers who may not want to leave their home or dine inside of your establishment. By taking advantage of these tools, you can turn your digital drive-thru window into a robust channel for growth and customer satisfaction.
5) Leverage Influencer Marketing
The term ‘influencer’ might seem like a buzzword, but the strategy behind it is very real. In the age of social media, word-of-mouth has morphed into influencer marketing, and it’s a domain that’s ripe with potential for restaurants. Atlanta is a special place filled with talented people – people who influence their friends, families, and followers. Collaborating with local influencers, especially those with a food-centric following, can significantly amplify your restaurant’s visibility and credibility in the community.
Identifying the Right Influencers
Not all influencers are created equal. Food critic, Keith Lee has single handedly shaken up the culinary landscape in Atlanta. If your customer’s feedback isn’t constantly praising your establishment, it may not be the best idea to amplify their messages quite yet. Finding the right match for your restaurant is crucial and with so many ocal food bloggers, vloggers, and Instagrammers here in Atlanta, you’ve got plenty to choose from. Look for influencers who have an engaged following, a style that resonates with your brand, and a genuine love for food and local eateries. Micro-influencers, those with a following of 1,000 to 10,000, are often a great place to start because they often have higher engagement rates, a close-knit community that trusts their recommendations, and may be more accessible than influencers with massive followings.
Collaborating with Influencers
Once you’ve identified potential influencers, it’s time to reach out and propose a collaboration. This could range from inviting them to try out your menu on the house, hosting a ‘meet and eat’ event, or even long-term partnerships where they regularly feature your restaurant. It’s essential to be clear about expectations, deliverables, and any compensation involved from the get-go to ensure a successful collaboration.
Measuring the Impact
Like any marketing initiative, it’s vital to track the effectiveness of your influencer collaborations. Monitor the engagement and traffic generated from influencer posts, as well as any increase in followers on your social media channels. Utilizing dedicated landing pages, affiliate links, or dedicated promo codes can also help track the ROI of these collaborations. Over time, this data will provide invaluable insights into what works and what doesn’t, allowing for optimized influencer marketing strategies.
6) Optimizing Your Website
Your website is the online gateway to your restaurant. It’s where potential patrons get a taste of what you have to offer before stepping into your establishment. It’s also where social media followers end up when doing their research. A well-designed and optimized website can make your restaurant easier to find online as well as enhance the user experienceby providing an appetizing digital preview of your restaurant’s ambiance and offerings. Here’s how to refine your website to ensure it’s enticing and user-friendly:
Mobile Optimization
In a mobile-centric world, ensuring your website is mobile-friendly is paramount. A mobile-optimized website adjusts to different screen sizes, loads quickly, and offers easy navigation on different smartphones and tablets. Utilize responsive design to ensure your site is accessible and attractive on various devices, enhancing the user experience and potentially boosting your search engine ranking.
Appealing Visuals
First impressions matter, and high-quality, appetizing images can make a significant difference. Invest in professional photography to showcase your dishes, interior, and the overall vibe of your restaurant. Also make sure that they’re up to date – as technology gets better, low resolution images don’t flatter your food. These photos can be used on your website as well as your menu and social media profiles. Ensure your website’s design is clean, modern, and reflective of your brand’s personality, creating a visually pleasing experience that entices visitors to come dine in.
Updated Menus and Pricing
Keeping your online menu updated is crucial. Ensure that your menu is easy to find, read, and that the pricing is accurate. An outdated menu can lead to misunderstandings and disappointments, which can tarnish your restaurant’s reputation. Consider integrating a PDF menu or an interactive menu on your website, allowing visitors to browse your offerings effortlessly. Make sure that personalizations are consistent with your expectations. If it helps, attempt to order from your restaurant using your website to truly understand the user’s experience.
Online Ordering Functionality
Providing an online ordering option directly on your website can be a game-changer, especially in the current landscape where takeout and delivery are in high demand. Implement a seamless online ordering system that is easy to navigate, providing a convenient and efficient process for your patrons – all without the surcharges that third party apps may add to your customer’s bill. This feature not only caters to modern consumer preferences but also offers an opportunity to gather valuable customer data for future marketing campaigns.
Event Calendar
A digital calendar is a view your restaurant as an event center. It’s where patrons can quickly glance at your upcoming themed nights, special promotions, or community events. By having a well-maintained event calendar, you provide a sense of anticipation and a reason for customers to keep coming back. As we mentioned, the events listed could range from ‘Taco Tuesdays’ to live music weekends. Having the calendar on your website is a great reason for your customers to revisit your website again and again. A well-populated event calendar is not just a schedule, but a testament to your restaurant’s commitment to creating a vibrant and engaging dining atmosphere.
Utilizing Customer Feedback
Consider incorporating a feedback section or a simple survey on your website to gather insights from your patrons. If menu items aren’t being ordered, consider relocating it on your menu or removing it from your menu all together. If you’re seeing several customization requests for a particualr item, consider adding it as a premium menu item. Understanding their experiences and preferences can provide valuable data to further optimize your website and improve your restaurant’s overall service.
7) Restaurant Advertising: A Diverse Playbook
With the restaurant business as competitive as it is, advertising can play a pivotal role in amplifying your reach to build and establish your brand presence. The objective is not just to create awareness but to drive action and foster a loyal customer base for your restaurant. There are entire books dedicated to the topic, but let’s briefly discuss a few key advertising channels for your restaurant to consider:
Advertising Channels
- Google & Search Engine Marketing – Platforms like Google Ads offer a direct way to reach potential customers by placing your restaurant at the top of search results for relevant queries. Utilize keywords that resonate with your offerings and local area. Explore the various ad formats available, such as Search, Display, or Video ads. Utilize local search ads to appear in the “Local Pack” on Google Maps, driving more foot traffic to your establishment.
- Social Media Advertising: Platforms like Facebook, Instagram, and TikTok have very powerful ad platforms that provide extremely engaging ads. Promoting your best performing organic content just makes sense. Delve into the various ad formats, targeting options, and creative strategies to craft compelling campaigns. Utilize Carousel ads to showcase multiple dishes or Stories ads for time-limited offers. Tailoring your campaigns to the behavior and preferences of your target audience can significantly enhance effectiveness.
- Third-party Food Delivery Platforms: Platforms like DoorDash, UberEats, and Grubhub also offer advertising options. Understand the promotional features available on these platforms. Explore options like featured listings, promotional deals, or even in-app advertising to enhance visibility and attract more orders. Promote special deals or your signature dishes to stand out among the multitude of listings.
- Local Advertising: Get the word out by supporting local media like newspapers, radio, or even local TV ads. Sponsoring local events or sports teams can also be great ways to build a brand by being a great neighbor. Try different things to really understand the reach and impact of different local advertising channels.
- Influencer Marketing: As previously discussed, partnering with local food bloggers or influencers can be a rewarding advertising strategy, enhancing credibility and reach. Whether you’re looking to collaborate with someone with 100 followers or 100 million, teamwork makes the dream work.
- Email Marketing: Collecting user email addresses and sending out promotional emails to your existing customer base can drive business. Email is always going to be in style. I’m sure Atlanta’s very own Mailchimp would agree.
Investing in Advertising
Investing in advertising is an essential step towards achieving a sustainable and growing customer base. Allocate a portion of your budget to test different channels, analyze the results, and optimize your campaigns for better performance over time. With a strategic approach, advertising can significantly boost your restaurant’s visibility, customer engagement, and ultimately, revenue.
Remember, advertising in the restaurant industry is not about a one-size-fits-all approach. It requires a mix of different strategies tailored to your restaurant’s unique brand, location, and customer base. It’s about finding what works best for your restaurant and doubling down on those strategies to maximize results.
Conclusion
In a landscape teeming with culinary adventures, standing out requires a blend of exceptional fare, memorable experiences, and savvy digital engagement. From transforming your restaurant into a lively event center to leveraging third party food ordering apps, we hope these 7 digital marketing strategies help you lay down a robust foundation for a thriving restaurant business. As the digital realm continues to intertwine with our dining experiences, embracing these modern marketing avenues is not just about keeping up with the trend, but about carving a unique niche and finding what works for you. Each interaction, whether it’s through a tweet, a themed night, or a swift online ordering process, is a step towards fostering a loyal patronage and etching a lasting impression in the vibrant culinary tapestry of Atlanta. So, as you marinate in these insights, remember that the essence of a successful restaurant goes beyond the delightful dishes served; it’s about creating a symphony of memorable experiences, both online and offline.
As always, feel free to reach out to us here at Adlanta. We love hearing from you.
