(Nearly) Nobody cares about the dinner special.
(typed on mobile so pardon the inaccuracies)
Something really needs to be said about the content that is being used to market your business. Creative, or pictures, video, any type of collateral that’s posted should have a much broader effect and intent than shouting from the roof today special.
Nobody cares about the lunch special. Even in the best of economic times, the number of people that may come in because of today’s pot roast is cannibalizing the attention and much return.
Every piece of creative or picture that was posted on any social platform needs to represent your brand identity and individuality. A cup of drab looking liquid or a lunch item with monochromatic bread and tater tots is going to do shit for your foot traffic. There are so many opportunities to take a basic image and enhance it just a little to catch people's attention. I can talk about this for 20 days and 20 nights.
You just have to remember every piece of content that is pushed out from a restaurant needs to embody the restaurant's personality, story, and appeal to the guest..
If I was marketing a restaurant in today’s times I would focus my posts predominately on Facebook and Instagram and they would consist of:
✅ focusing on streamline family-style menu items
✅ I would showcase the house specialties with beautifully crafted pictures and a little backstory on the item
✅ I would reiterate and focus through pictures and video online ordering and is a pick-up. This would be a constant messaging topic presented in two or three different ways throughout the day every day
I understand the grave situation many restaurant tours and operators are currently in. I’ve seen so many posts reminding everybody to support local restaurants and they need help. While I would probably do the same thing in that situation I would also try to appeal to the guest via value and offering rather than guilting them into adding my location into their dinner pick-up weekly cycle.
I would include a pre-written and personally signed thank you note and every order, I would do follow up phone calls and follow up on orders, I would ask for feedback and suggestions on what they would like us to offer or would like to see us make available for delivery or pick up.
✅ Another thing I would do to mark myself at a point of differentiation would be included with any kids meal a Crayon package and a couple printed coloring pages. It’s little things like that that are going to make you top of mind and much more likely to get a second or third-order oppose from somebody just doing the bare minimum.
Check out some of the images below for an example.
All About the #Hashtag
I have a lot of friends throughout the country that is deeply invested in restaurant and foodservice operations from food trucks to resort properties and everything in between.
I’ve been putting together a COVID specific 2020 2021 restaurant marketing plan that I should have done by tomorrow. It’s time to get back to basics and I think out of the box and the mantra needs to be “tell your story”. The point of differentiation needs to be focused on the story within your four walls.. ￼
One of the ways operators can segment potential guest attention is by the use of #hashtags. Every social media post should have 8 to 10 targeted and relevant hashtags without exception. I thought of some below that initially would be good but they could be customized for individual locations.
If anybody needs help with creativity or messaging let me know.
Hashtags for Initiatives to Politically
Support Local Restaurants
#TooSmallToFail - Campaign to urge restaurant customers to call lawmakers and lobby for help on behalf of independent restaurants
#SaveAmericanHospitality - Used by chefs and restaurant owners who are organizing political efforts
#SaveRestaurants / #RestaurantRecovery - Campaign for restaurant customers to call on Congress to help on behalf of independent restaurants
Hashtags for Providing Assistance and Community Support to Local Restaurants
#ReliefForRestaurants - Used by restaurants and hospitality professionals seeking assistance
#RallyForRestaurants - To help social media users search for restaurants to support
#SupportLocalRestaurants /#SupportLocal /#SupportLocalBusiness -
Campaigns to bring awareness to local restaurants and small business
Hashtags for Increasing Awareness of Takeout Meals by Local Restaurants
#CarryOut / #OrderIn - Used by restaurants to indicate they are open for takeout orders
#CurbSide / #CurbSidePickup - Used by restaurants to indicate they are for pickup meals, literally at the curb
#DineLocal - Campaign to encourage the community to keep dining locally
#StillOpen / #WereOpen - Awareness about restaurants who are still open
# txfinedining #txseafood # txsteakhouse #stayhome
I’ll keep adding to this list