In Quebec alone, there are over 20,500 restaurateurs according to the figures listed by the Association des restaurateurs du Québec. These numbers are important indicators of the competition to which restaurateurs are subjected. Today, customers do not just want to eat, they also want to live an experience. The restaurant environment is a demanding environment, and the slightest mistake doesn’t forgive.
Many restaurateurs make the mistake of closing their patio at the first cool autumn breeze. This error certainly results in a loss of income due to the decrease in the restaurant’s capacity. In addition, guests who wish to enjoy a beautiful day outdoors will probably eat at a competitor’s place where the patio is still open.
Restaurant owners who take the necessary precautions to offer a pleasant experience to their customers are generally winners and are doing well. The customer experience does not begin when the food is on the table. It starts at the very moment when your customer looks at your restaurant.
Discover our marketing guide for restaurants to distinguish yourself from the competition and put yourself on the right track for your restaurant’s success.
The importance of a professional website
In the past, we passed it along by word of mouth when we discovered a good restaurant. Today, we read reviews on Google and ask Siri to tell us which is the best restaurant nearby. In other words, your website is your most powerful ally to ensure the visibility of your establishment.
At any time of the day, a potential customer could open his Internet, either mobile or computer, to discover your restaurant. It will inspire your future customers to visit your establishment and inform your customers about what you have to offer. When it comes to restaurant marketing, the website is one of the most important elements. After all, the customer experience begins when your customer discovers your restaurant.
In the age of technology, the majority of customers browse the web before choosing where to put their money. Feel free to decorate your website by adding tantalizing photos of your menu as well as professional photos of your interior and exterior layout.
We strongly recommend adding a testimonial section to your website. The positive reviews and comments from your customers have a lot of influence on potential customers. You can also add a booking section so that your customers can make an online reservation. This is a winning option that makes it easier for your customers, but it still requires good organization.
The research intention of your customers
Google and Siri are allies, if you know how to handle them. Most of your customers who come from the internet started their search by simply saying “Google, find me a good restaurant nearby.” It is therefore of paramount importance to be listed in search engine results for your establishment to be an option for your potential customers.
To do this, there are several methods. To start, you need a website. Unfortunately, having a web page is not enough to appear in the search engines. Here are some solutions you could consider for marketing your restaurant on the internet:
- Organic SEO: effective, but slow. This process is hard work and results may be delayed;
- Optimizing your Google My Business page: Add videos, images, write a description and make posts. For photos, we strongly suggest using the services of a professional photographer. However, with a latest-generation smartphone, it is possible to obtain quality professional photos.
For organic SEO, there are some steps to be followed:
- Submit the site map to Google and Bing;
- Optimize the speed of your website;
- Optimize your pages;
- Make sure your website is mobile-friendly, since the majority of internet searches today are made from smart devices;
- External optimization of the site (backlinks)
Some of these tasks require patience, especially if you are just starting out. Therefore, we recommend using a professional web agency to help you with SEO. Otherwise, if you have the time, you can always consult documentation on the subject.
Other solutions are also available to you, such as registering your restaurant on online directories. The Yellow Pages and Yelp are pages that are visited regularly by customers and this solution is simple and fast. It will take you very little time to create your company profile, add photos and write an enticing description to make your future customers hungry.
Good communication: a key element of success
Communication is at the root of any relationship. When you want to buy a product, you want to be informed of all the contract’s fine print before signing. It’s the same for a restaurateur and his consumers. For your customers to be interested in your offer, they must first know your offer!
Good communication is the basis of good restaurant marketing. But how can an establishment ensure good communication with its customers? In addition to using your website, here are some effective ways to keep in touch with your consumers.
Social networks, a powerful marketing tool for restaurants
Twitter, Instagram, Facebook, everyone knows these websites and a large part of your customers, present and future, use them on a daily basis. They are now an integral part of the customer experience and are powerful marketing tools for any savvy restaurateur.
Having a social media presence is a good way to keep an open door between you and your consumers. Whether you are on one or several social networks, make sure you look after your online presentation. We recommend you focus on quality rather than quantity, and maximize your online presence by starting with a single network.
Facebook is the most used platform around the world. It has more than a billion users – so it’s a great starting point for any restaurant that wants to become known in its community. Here are some good tips for getting started on Facebook.
The number of posts
Facebook, like Google, regularly changes its algorithm. Therefore, it is difficult to determine how many posts are ideal for optimal reach. We estimate that 3 or 4 posts per week are a good starting point for any company that wants to start on Facebook. Of course, when you are more comfortable, one post per day is preferable. This allows your page to have a better reach. Ideally, you have someone in-house to look after your social network. Otherwise, you can always hire externally to help you in this growth strategy.
Warning ! Even though regular posting is important, make sure the posted content is of good quality and relevant. A good way to optimize your presence on Facebook is to post content with photos or video. We also recommend creating a unique hashtag (#) for your customers to post content. This is free advertising and your potential customers will be happy to see other users commenting and posting about your restaurant.
Encourage your customers to generate content
Give incentives to your customers. For example, if you want to share customer-created content, you must request permission. Here are some examples of content shared by users:
- Tweets
- Instagram stories
- Sharing photos on your social networks
Another advantage of Facebook is that you can manage your customers’ reviews. Your customers may recommend or discourage your establishment based on the service they received. Although this is not content, we advise you to use the reviews as marketing for your restaurant. Invite your customers to leave their reviews on your Facebook, Yellow Pages or Yelp.
But having reviews is not enough! Take the time to thank your customers who leave positive comments, and respond to those who leave negative reviews to find out what you could have done to satisfy them. Do not ignore negative reviews. Take the time to answer them and show your customers that their satisfaction is important to you. You can also check internally to understand what happened and how you could remedy the situation so that it does not happen again.
Do not neglect your exterior design
As mentioned before, the customer experience starts as soon as your customer discovers your restaurant. If the appearance of your website is important, the exterior design of your restaurant is a key element of your success. The first impression is extremely important and your exterior design could be the element that will tip your potential customer for or against visiting your establishment. Your decor should be inviting and make your customers want to visit the restaurant.
If you have a patio, do not hesitate to invest in it. A beautiful patio draws the eyes of many passersby and will influence more than one to come and sit. Here are some interesting suggestions for your patios:
- Patio umbrellas: Decorate your patio with umbrellas. These umbrellas, in addition to protecting your guests from the sun and offering them shade in the hot season, are definitely underrated marketing tools. Choose colors that catch the eye or fit well with your brand. Decorate your umbrellas with lettering so your customers recognize you quickly. There are so many possibilities to improve your outdoor layout simply by adding umbrellas on your patio.
- Add a banner to your restaurant. Most banners can be used during the 4 seasons because they are wall mounted or suspended from poles. Do not hesitate to consult experts to choose the right banner for your restaurant.
- Install a fixed awning. There are many advantages to having a fixed patio awning. Like umbrellas, these can be personalized with colors and lettering of your choice. You can add your logo or brand and distinguish yourself from your competition. They also allow you to increase your income by increasing the capacity of your restaurant. You can also protect your customers against the sun and the light rains, and to prolong the season, you will only have to add electric patio heaters. Awnings are powerful marketing tools for restaurateurs.
Your interior decor
Here are some marketing tips for restaurants you could benefit from to improve your interior decor:
- Add plants to your decor if your restaurant’s theme allows it. A little greenery is always appreciated and adds an interesting natural touch to your establishment;
- Take the time to consider your lighting design. Brightness is important to create a pleasant atmosphere. We also recommend opting for privacy and betting on candles.
- Optimize your restaurant according to its capacity and the comfort of your customers. Maximize your space while keeping your customers’ comfort first. Having a large capacity is good, but if you neglect your customers’ comfort, they will not come back.
Customer Loyalty
Another restaurant marketing tool is the loyalty program. Having customers is good, but retaining them at your restaurant is even better. To do this, you can collect their email addresses from your website. This allows you to send them offers, discounts and promotions as well as keep in touch with them. There are many tools for email collection, but we recommend MailChimp. This platform is easy to use and will allow you to automate communications between you and your customers in real time.
In order to encourage your customers to give you their email address, here is what you could do. You could give them a discount or a gift like a first drink or a free admission. Ex: We offer you an alcoholic beverage of your choice during a table d’hôte purchase: Stay tuned for our new products, offers and promotions! This offer is valid until December 12, 2019.
When you have their emails, you can then send them your offers, promotions, new menus and special events more easily.
You can also offer a loyalty card. This is an inexpensive option that pays off. For example, after 5 meals purchased, the 6th is free ! It will be up to your employees to offer the reward card at the end of the meal to maximize commitment. You will need to inform your employees about the benefits of the card so they can communicate these benefits clearly to your customers.
We hope our restaurant marketing guide inspires you and we are excited to contribute to your success.
