7 gastronomic marketing strategies that will boost your business – WAU
If you are an entrepreneur or a marketing professional who deals with small and medium businesses, you know that each branch of activity is specific and that you will need to adapt your strategies for differentiated segments. With the various television programs and the media’s insistence on spreading types of food, cooking has […]
If you are an entrepreneur or a marketing professional who deals with small and medium businesses, you know that each branch of activity is specific and that you will need to adapt your strategies for differentiated segments.
With the various television programs and the media’s insistence on spreading types of food, cuisine has had a prominent place in the lives of Brazilians.
However, renowned chefs and large restaurants are responsible for only 36% of the revenue of food establishments in London.
That leaves 64% billing for small and medium entrepreneurs, who need to feed the population and who generally do not have well-defined advertising strategies.
It is a huge niche that has only just begun to be discovered by its powerful upward working curve.
However, to make an efficient gastronomic marketing campaign, it takes practice in the area of marketing and knowledge in the management and operation of restaurants.
We created this post to serve as a guide to good practices in gastronomic marketing. Check out:
1. Be present at local events
Your restaurant needs to be seen, and your food needs to be offered so that the customer can understand the cost-benefit of entering your establishment.
Therefore, participation in local events that are directly related to your company’s target audience – the persona – are so important.
This is the time to take a short menu with a maximum of 1 starter, 1 main dish and 1 dessert. You can market them in a combo or separately.
Make sure the quality of the food, the taste and the compatibility between the environmental conditions of the event (outdoors, duration, climate, among others) with what will serve.
Delivery time is essential, given that, at most events, the attractions are many and people don’t want to spend a lot of time waiting to eat – unless, of course, it’s a gastronomic event!
In this case, the sales strategy has to include the analysis of the average time that other restaurants will take to deliver the dish as well.
2. Promote charitable actions
Being a volunteer, in addition to doing good to others, is fashionable. Especially when it comes to food.
Promote a charity event at your establishment, serve extraordinary food and create a special dish just for that day.
Machete marketing upon the event in advance, sell advance tickets and promote public engagement in the action.
You can collect the names on the day of the event at your restaurant, turning visitors into leads. A small video showing the entity that will benefit is also interesting.
Take the opportunity to transform this moment into more actions by transmitting the delivery of money or goods collected in one live content social, like on Facebook or Instagram.
Take photos of the delivery and mark the profiles of those who contributed. Most people like thanks.
3. Use geolocation to segment and attract your audience when taking digital actions
Check if your restaurant is present in the main geolocation applications, such as the iFood, O Kekanto it’s the TripAdvisor. Confirm the location and claim ownership. This strategy helps to attract customers.
To improve the visibility of your company, try to set up Facebook Wi-Fi in your business. So, to use the service, the customer will have to check-in.
This attitude, in addition to telling your customers’ friends that they are at your restaurant (a social validation tool), helps rank Google, which will categorize the business as “many people move around here”.
4. Be thorough in your internal advertising
Certainly your restaurant has a visual identity manual containing the most relevant information about your brand, such as:
It is essential that you follow this manual when advertising in your establishment. Be detailed and make sure everything fits the message that your restaurant wants to convey.
One aspect that must always be renewed, for example, is the menu. Dirty, long and difficult to handle menus are unacceptable in the customer’s hand.
Create a modern menu, highlight promotions and use an innovative outfit that speaks to the restaurant’s visual identity.
Depending on the audience, consider inserting the digital menu or providing tablets or cell phone apps to waiters to replace the old commands.
Customize as much as you can, from cup holders to dessert plates.
Keep a banner with your logo behind the mini-stage of the live presentations and, if possible, create a totem pole so that customers can take pictures.
5. Focus on good customer relationships
Serving the customer well is not the differential of your establishment, it is the obligation of your staff. Without attendance, there is no public, no order, no 10% and, therefore, no job.
This chain needs to be clear to your team not as a way of pressure or embarrassment, but as a way of encouraging better work.
And serving and relating well with the customer is a marketing process that combines online with offline.
In the digital world, transform social networks and WhatsApp marketing as channels of relationship with your customer. Create groups, segment personas and chat with people.
Respond to all positive and negative comments made on your fan page. At first, thank; in seconds, solve the problems indicated and invite them to come back to see how that criticism was positive for the change in your company.
In the offline world, send the maitre d ‘to pass all tables collecting customer information. Make sure that he makes himself available for any eventualities and shows concern to serve them well.
In other words, show the customer that their opinion is important, whether in the digital world or in the traditional world.
6. Integrate digital food marketing with your physical establishment
Advertising a promotion and promoting values on social networks are excellent tools to attract more customers. However, the customer needs to find exactly what you promised in your restaurant.
If the dish is on sale, there can be no shortage of ingredients to produce it. If a photo of a special table was shown in the light of yellow candles, the table must be there and the candles must be yellow.
7. Use added value to offer differentiated products
Launching a new dish, offering a different ingredient or spreading a drink that is now available at your establishment needs a marketing strategy.
The most used is that of added value. See 2 examples of how to use it:
- a new drink: choose the flagship and assemble a combo with the new drink;
- a new dish: put a price with less profit in the novelty and sell it along with the best selling dessert at the normal price.
And now, ready to set up gastronomic marketing planning? Enjoy the visit, read about persuasion and get more customers.