Marketers Advice for Opening a New Restaurant

Restaurant ownership today is far different than restaurant ownership even 20 years ago. Digital technology and social media make it easier in some ways to run a restaurant, but it also requires more diligence when it comes to marketing. Remembering the statistic that 60% of restaurants fail within their first year of business, you need to do everything in your power to ensure yours isn’t one of them. That involves having a solid marketing strategy. Take a look at some of the best advice from such marketing experts on opening a new restaurant.

Share Photos on Social Media

Social media isn’t going away any time soon, so if you haven’t embraced it yet, now is the time. People want to see what you have to offer, not necessarily read about it unless it is in the form of a menu or an online review. Food pictures are all over Instagram, for example, with people bragging about how great their meal was at an establishment or even complaining about it in the form of pictures. You want yours to be the meal they brag about, so post pictures of your dishes on social media and encourage your customers to do the same by awarding a random number of them with a free appetizer or promotional products for doing so.

Create a Loyalty Program

If you’ve ever heard the saying, “There’s an app for that,” it should be no surprise that there’s even an app for rewarding loyal customers. Punch cards are great, but apps are even better for younger audiences who don’t even know what life was like before smartphones. Consider partnering with an application that encourages people to visit your restaurant and then rewards them for visiting. In addition, you can also simply reward customers in person by offering a non-food item for their loyalty or for their birthday. You can easily and affordably order custom uniform bulk t shirts with your logo on it to give out as prizes. Consider it free advertising if the shirt is attractive enough for them to wear out and spread the word of your business.

Make Sure Your Online Details Are Up-to-Date

Even if someone discovers your restaurant by walking past it, they’ll likely do some research on their own in terms of finding out details such as your hours of operation, payment methods, and menu. Make sure all of that is visible online so they don’t waste a trip by stopping by when you’re closed and so they don’t show up to order without a valid payment method. One visit like that can leave a bad taste in their mouth before they even try your food. In addition, you’ll have to be prepared to receive online feedback. A bad review is scary, but facing it in the public eye shows that you care and that you took steps to make the customer happy. If someone leaves a bad review online, respond to it immediately by apologizing for their experience, even if it wasn’t your fault. Take emotion out of the equation and focus on the facts. For example, “I’m sorry this happened. Please contact me so we can make it up to you.”

Spotlight Your Staff

The human element of customer service is slowly dwindling. The restaurant business is one business, however, where human interaction is expected, and each experience needs to be positive. Show off your staff by taking photos of them enjoying their jobs and posting them online. Happy employees say a lot about a business and can give the impression that your restaurant is a place where people go when they want to be happy. Consider spotlighting an “Employee of the Month” on social media or on your website with a photo of them and a brief summary of their personal interests, and highlight the good things they do for your establishment. In the photo, encourage them to wear something that represents your brand, even outside of work, by giving them free or discounted embroidered company work clothes.

Develop Your Restaurant’s Brand Identity

This might sound like a no-brainer, but so many restaurants try to do too much without having a true identity. If you’ve ever visited a pizza joint that has everything from wings to sushi on the menu, you likely understand the confusion when a customer wonders, “What are you good at?” Don’t make your menu too broad. By doing so, you’re less likely to make anything really well. Instead, focus on dishes that you specialize in and that aren’t available anywhere else nearby. Build your brand around your target customers by considering what they are interested in. Advertise those interests on social media and via promotional material. For example, if you promote healthy eating, invest in promotional items like water bottles or custom company mugs instead of something like beer glasses.

You want to run a restaurant most likely because you enjoy cooking and interacting with people. Chances are the word “marketing” is a four-letter word in your eyes, and that’s normal. You aren’t expected to be an expert at it, and you may even want to outsource it so you can focus on doing what you enjoy and what you do well. If that’s the case, don’t be afraid to enlist the help of the experts, at least to get you started. When you’re still up and running five years later, you’ll be glad you did.