The food industry has never been a get-rich-quick scheme for restaurant operators—partially due to slim margins, tricky labor markets, and rising costs across the board.
An effective restaurant communications strategy should be your go-to plan, influencing every decision you make and action you take. The content in your restaurant comms strategy supplies the data to:
At any given time, your Instagram photo or video of piping hot soup might entice a viewer to check out your menu from their mobile phone. Get the most out of every dollar by understanding how each dollar earns you a return.
If one of your business goals for marketing includes brand awareness (and it should!), then turn that into a communications objective.
For example, Jessie’s Organic Eatery wants to increase local brand awareness of their new lunch specials on Instagram this quarter, then they would set a SMART goal.
Can you communicate how you’re different from your competitors without being snarky or putting another brand down?
With competitive analysis, you’ll identify which platforms your competition uses, what type of responses they get, and how they differentiate their business from your restaurant. Use this analysis to:
Karen Anderson, senior vice president of strategy and consumer insights at Arby’s, told QSR that, “Part of designing your target and whom you want to talk to is about making some choices, and you’re going to prioritize some people over others.” By prioritizing and segmenting your audience, you get the best return on your communications investment.
You’ll find out when when your guests are snacking and what they’re snacking on! All of these details guide your communications strategy and enable you to personalize your promotions to capture the attention of your ideal audience.
Consumers want responsive, authentic, and transparent communications from all brands. It’s nearly impossible to stand out if you spend all your time marketing to others without engaging with restaurant guests and providing value.
A restaurant communications strategy breaks down the various digital touch points that influence your audience. For the best results, choose a diverse marketing mix.
Consider these statistics:
This last step is one of the most important components of the entire communications plan: determine how well your efforts are working.
To accurately evaluate the plan, you need to have a clear idea of your baseline. The research you performed and the SMART goals you developed should give you a roadmap to clearly evaluate quantifiable impact.
Include benchmarks for each of your goals: like the number of new Facebook followers or amount of dollars raised in the last campaign.
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For more tips and advice from our restaurant communications specialists, visit our blog.
Hold a plan review every quarter (or within a set amount of time) to go over what is working and what isn’t.
Adjust your plan accordingly to prop up what’s working well and fix what’s not.
This communications strategy was devised by 816 New York’s team. ©2019 816 New York, LLC. All Rights Reserved.