Let’s imagine for a moment that we are still in the 90s. Television commercials, print media, yellow pages and billboards still dominate the marketing and advertising landscape and are very much in vogue. Newspaper revenues are high, television advertising occupies a large share of the advertising market, and the Internet is still in its infancy.
Now back to 2017. What do we find? Things have changed dramatically, so much so that print advertising is struggling to survive. TV advertising is down and online revenue is steadily increasing. In fact, it has surpassed TV ad revenue and now stands at $184 billion. (The source)
Marketing as we know it has undergone (and continues to undergo) a profound transformation. Although the fundamentals have not changed appreciably and the objectives have remained more or less the same, the approach has certainly evolved.
In this rapidly changing marketing environment, it is the empowered customer who decides, from accessing a wide selection of products and services to delivering the products and services as desired. This evolution of marketing has businesses large and small in its grip.
Things are no different for the restaurant industry. To stay relevant and continue to attract customers, it is now up to restaurant management to have a solid restaurant marketing strategy in place.
The restaurant’s marketing strategy should help identify and engage with potential customers and convert them into paying customers. Plus, it should help nurture, reward, and retain your customers, and eventually turn them into brand evangelists — customers who attract other customers.
But the big question here is how do you ensure the success of your restaurant marketing strategy? You can’t just come up with random marketing ideas and exercises. Your marketing efforts have to be based on logic and reason, right? Every decision and initiative you take should resonate with your target consumers and help your brand connect with their needs and wants.
For this to happen, you need to understand what your potential customers are hoping for and expecting; how they research, discover and decide on places to eat; which brings them back again and again; and what extra (besides food, service and ambience) do they want. Once you identify and understand the needs of your customers, developing a successful restaurant marketing strategy becomes much easier.
To help you get started with your restaurant marketing strategy, we at Mondovo have compiled an infographic. The infographic below gives you essential insight into the channels your customers are using to find restaurants, how they’re leveraging technology, the “something extra” they’re looking for, and most importantly, what that keeps them coming back to your restaurant.