Mastering Social Media for Restaurant Success
Harnessing Facebook, Instagram, TikTok, and Twitter
In the digital age, social media has evolved into an essential tool for businesses of all sizes. For restaurant operators, platforms like Facebook, Instagram, TikTok, and Twitter offer a plethora of opportunities for marketing, customer engagement, and reputation management. A testament to the power of social media, according to the 2022 Dining Trends Report, 57% of Gen Z diners have tried a restaurant solely based on positive social media feedback, 72% of Millennial diners have ventured into new eateries because of positive online reviews, and a significant 39% of Gen Z diners have explored new culinary experiences solely due to the recommendation of an online influencer.
Restaurant Marketing
Marketing on social media platforms provides a medium to showcase the restaurant’s menu, ambiance, and special promotions.
Facebook: For example, a post announcing a new menu item can draw customers' attention. "Introducing our new Truffle Mushroom Pizza! Come in this weekend and try it for yourself! #NewMenuItem #FoodiesWelcome."
Instagram: This platform is perfect for showcasing high-quality images of your food and drink. A post might read, "Our Chef's Special Dessert for this week: Chocolate Lava Cake served with homemade vanilla ice cream. #DessertGoals #InstaFood."
TikTok: A video of a chef preparing a dish or the behind-the-scenes process can create buzz. "Watch how our chef artfully prepares our signature dish! #FoodPrep #BehindTheScenes."
Twitter: Announce limited-time offers or events. "Happy Hour just got happier! 2 for 1 cocktails from 5-7 PM all week! #HappyHour #CocktailTime."
Customer Engagement
Engaging with customers on social media creates a sense of community and encourages customer loyalty.
Facebook: Hosting a contest can increase engagement. "Post a photo of your favorite dish from our menu, tag us, and get a chance to win a $50 gift card! #PhotoContest #YourFavoriteDish."
Instagram: User-generated content can be reposted to foster a sense of community. "We love seeing your foodie shots! Keep them coming and we'll feature our favorites."
Examples of restaurants excelling in social media campaigns are abundant. Shake Shack has been recognized for their effective use of Instagram, regularly posting mouth-watering photos of their burgers and shakes that have garnered a following of over 800k. On TikTok, Chipotle Mexican Grill has amassed 2.2 million followers by posting humorous and engaging content.
The key to successful social media usage is consistency, creativity, and connection. By creating a strong social media presence, restaurants can tap into a powerful tool for attracting and retaining customers.
Making Restaurant Data Actionable
In this episode of Hospitality Hangout, Michael Schatzberg “The Restaurant Guy” and Jimmy Frischling “The Finance Guy” chat with Trevor Shimizu, co-founder and CRO of Brizo FoodMetrics, a data and analytics provider for the foodservice industry.
“The more sources that we find you online the higher your visibility score is going to be and we're also comparing you to your peers within that particular area. As an example, if you've only got a Facebook page at this time in the industry then you know you're going to get an extremely low score because most people are on five to six 6 sources whereas if you're on Facebook, you're on Instagram, you've got a profile on DoorDash and Uber Eats and your website and all these other places obviously your visibility scoring is going to be higher,” Shimizu shares.
The Tech of Food; Lights, Camera, Action
IFBTA CEO Rob Grimes and Felipe Hasselmann, the President and CEO of Cuisine Solutions discuss the importance of being consistent with high-quality food products, where social media plays a role in maintaining a positive or negative memory and associating it with the provider.
