When done properly, marketing can significantly impact your restaurant’s bottom line. The challenge is that many owners are so busy managing day-to-day operations that marketing gets pushed to the wayside (and not without consequences). Here are five common restaurant marketing mistakes and how to fix them!
Problem: Simply having a Facebook or Instagram page for your business isn’t enough. Followers expect a reliable flow of content that matches your brand’s voice, tone, and imagery while presenting exciting news or information that incentivizes them to return. Many restaurants fall into the habit of posting “once in a while”, which can hurt their reputation.
Solution:
Problem: Pizzerias that don’t optimize their online ordering site for smartphone and tablet users are missing out on 70% of consumers who report using a mobile device throughout the ordering process. Warped images, cut-off text, and cumbersome workflows create a frustrating experience that will deter existing and new customers.
Solution:
Problem: Everyone likes pizza, however, that doesn’t mean everyone is your target customer. It’s easy to fall into the pattern of trying to keep all your patrons happy, but it’s important to avoid making your branding and messaging too generic so you don't get lost in the crowd.
Solution:
Problem: What was once a brilliant marketing strategy has become dull and predictable. Although some aspects of your marketing strategy may be “evergreen”, keep switching it up. Offering the same 2-for-1 meal deal year after year will get very old. Customers crave something new and exciting!
Solution:
Switch it up: Inject fresh ideas into your marketing strategy. Your strategies don't need to be groundbreaking, risky ideas. A few good starting points could be introducing a new combo or deal, a new menu item, or adding a new angle or tone to your social media messaging. Perhaps announcing an employee of the month to help viewers get to know your store better encourages customers to try the employee of the month's favorite pizza.
5. Loyalty Program isn’t Marketed
Problem: While restaurant loyalty programs are about building a relationship with existing customers, they are also an excellent marketing opportunity to attract new ones. However, it's challenging to build those relationships and grow your loyalty program when your patrons don’t know your loyalty program exists!
Solutions:
Marketing campaigns are a brilliant opportunity to drive excitement and interest about your restaurant while promoting your brand’s unique tone and messaging. The key thing to remember is that not all marketing is good marketing. Done poorly, it can have the opposite effect and deter customers. Focus on establishing a consistent social media presence, optimizing your ordering site for mobile, understanding and targeting your ideal customers, mixing up your marketing strategy occasionally, and being sure to market your loyalty program. Together, these best practices allow you to stay authentically engaged with new and existing customers while driving revenue for your business. To learn more about how your business can optimize its marketing strategy, read our Pizza & Delivery Restaurant Marketing Ebook.