Social Media Success for Restaurants
Yet another industry in a transition brought about by social media. You only have to look at the restaurants who have gone into administration in recent years, with The Jamie Oliver Group possibly the most notable scalp.
Hashtags like #foodporn show the general public’s demand to consume food differently. Everyone wants that desirable image, that envious shot to share on Instagram, Facebook or Twitter. People don’t want to be seen eating in chains, they want to be seen eating local and supporting restaurants doing things differently. This has resulted in a seismic shift in the restaurant industry.
Managing social media isn’t as straight forward as posting quality food pictures. This area of social media is very noisy and crowded with creations from joe publics home kitchen. Whilst restaurants benefit from a wealth of consumer-generated content a solid grasp of paid for adverts is a must to make sure your best performing content is being consumed by those who want to consume from your kitchen.
How to be Successful on Social
Creating V’s Curating
Running a restaurant is a mad business. The last thing you need is a chaotic social media job thrown in there for good measure. The secret is to curate your content rather than create it as you go. We work with our clients to get them set up for months in advance so that they can focus on running the restaurant, and have a strategic plan for more content.
Your goal is to find that one killer image, that one thing that makes everyone say ummmm. Test your content organically and decide which images are the top performing content and then move this content into an ongoing paid for strategy.
Make the most of user-generated content
Use paid adverts to target big chains customers
Run regular competitions
Create organic content to supplement the paid campaign
Be clear and direct with your messaging
Remarket ads back to your engaged audience
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
What Does Success Look like?
For any restaurant, this is quite simply more bookings. This is the short term objective, not to be confused with the long term objective of staying in people thoughts and choice even as new restaurants stay open.
The results below were obtained over a year for a local restaurant client. Whilst focused on casual booking we have developed their strategy to include, corporate pizza making classes through to special event function hire.
The regular competitions which have been running for the last year, have created a high level of engagement. They have also acted as a vehicle to tag people into pictures which are purely designed to want to make them go and eat from the kitchen.