How to Market a Restaurant on Social Media

Summary

In this insightful discussion, a Kentucky-based barbecue restaurant owner seeks marketing advice from industry experts. Despite reaching a $1 million sales milestone, the owner feels they've plateaued in their growth. The experts emphasize the importance of storytelling, leveraging social media platforms like Instagram, and consistently creating engaging content. They suggest innovative ideas like offering free food events, using frequency programs to increase guest visits, and connecting with local influencers. They also stress the need to focus on perceived value over discounts and explore creative strategies to amplify their brand in a competitive market.

Takeaways

• 😀 Storytelling is crucial in marketing; sharing the personal connection behind your product, like the owner's mom's homemade recipes, can strengthen emotional engagement.
• 😀 Instagram is an underutilized tool for the restaurant. Posting more frequently, such as four times a day, can significantly increase visibility and customer interaction.
• 😀 The business owner needs to create curiosity and excitement around the food by posting close-ups and behind-the-scenes content to engage followers.
• 😀 Don't make excuses about social media not working for your area—test it and take advantage of the massive reach platforms like Instagram and Facebook provide.
• 😀 Increasing guest frequency can have a large impact on revenue. Aiming for one extra visit per customer per month can boost sales by 12-15%.
• 😀 Focus on adding more visits from current customers as much as acquiring new ones. Programs encouraging mid-week visits can help.
• 😀 Building perceived value is key. Rather than lowering prices, communicate the quality of your product and make value statements that resonate with customers.
• 😀 The cost of acquiring a new customer can be much lower with promotions like giving out free meals or coupons, which entice people to visit.
• 😀 Using a ‘red napkin’ system to identify first-time customers can help target them for future visits and build customer loyalty through personalized follow-ups.
• 😀 Don’t rely solely on discounts. People get addicted to 'free' offers but discounts can cheapen your brand. Free items like a small dessert (e.g., cheesecake) work better for creating repeat visits.

Q & A

What is the primary challenge the barbecue restaurant owner faces in this script?

The primary challenge the barbecue restaurant owner faces is hitting a plateau in their marketing efforts and wanting to grow further despite already achieving a million dollars in sales.

Why is the owner concerned about not using Instagram effectively?

The owner recognizes that they are not leveraging Instagram properly, especially given the visual appeal of their food. They admit to not posting frequently enough and not creating enough curiosity around their brand and story.

How important is storytelling in marketing for the barbecue restaurant?

Storytelling is essential for marketing, especially in the food industry. The restaurant owner’s story, particularly about the homemade recipes passed down from their mother, is a powerful asset to engage customers, especially Millennials.

What specific content strategies are recommended to improve the restaurant's online presence?

It is recommended that the restaurant owner post more frequently on Instagram (four times a day), share content related to the preparation of their food (such as behind-the-scenes smoking), and create engaging posts about local topics, like sports, to attract a wider audience.

What is the significance of increasing guest frequency at the restaurant?

Increasing guest frequency by just one visit per month can lead to a 12 to 15 percent increase in revenue, which is crucial for growth, especially in a market where customer acquisition might be challenging.

How does the idea of offering 'free food' help with customer acquisition?

Offering 'free food' like free rib dinners through a coupon can significantly reduce the cost of customer acquisition. It creates an incentive for first-time visitors to come in, and once they have a flawless experience, they are likely to return, increasing the likelihood of repeat visits.

What is the importance of perceived value versus absolute value in restaurant pricing?

The restaurant owner should focus on communicating the perceived value of their food, not just its absolute price. Even if their food is priced higher than competitors, they need to emphasize the quality and unique aspects of their dishes to justify the price.

What role do local events and hashtags play in driving traffic to the restaurant?

Using local events or popular local hashtags (e.g., Kentucky basketball) can increase visibility and engagement. By tapping into trending topics or leveraging local pride, the restaurant can reach a broader audience and increase brand awareness.

How can the restaurant use social media influencers to its advantage?

The restaurant can send direct messages to social media influencers or individuals with large local followings, offering them special deals or freebies in exchange for promoting the restaurant. This method can significantly amplify brand exposure with minimal cost.

What is the recommended approach for improving the customer experience for first-time visitors?

For first-time visitors, the restaurant should create a memorable experience by marking their table with a red napkin and providing personalized attention. After their meal, they should be given a discount or offer for a future visit, incentivizing them to return.