Good food and social media make great partners.

What is the trick to getting “free marketing” for your restaurant? The answer is user-generated content (UGC).

First, you have the best food and terrific customer service. Next, your restaurant customers are happy when they dine with you. Now, you want to grow your restaurant, and you don’t want to spend a ton of money to do it. The trick is to convince your current customers to do the marketing for you.

Check out these tips for transforming your diners into your best marketers through user-generated content. This not only boosts your visibility, but it gives you more credibility and increases your revenue.

What is User-Generated Content?

Basically, this type of content on social media platforms is word-of-mouth that’s gone digital. It’s one of the most powerful marketing tools you can use.

All you need to do is leverage the enthusiasm and creativity of your customers. Once you’ve mastered this, you can transform your diners into your most effective marketers. 

User-generated content can include photos, videos, reviews, blog posts, or social media mentions. These are created and posted by your customers and not you or your staff. This may mean a post on the user’s own blog, an Instagram post showcasing what the person ate for dinner, TikTok videos of a group dining with you, or even reviews.

Why is UGC So Powerful for Restaurants?

Your diners trust other people who’ve dined with you more than they trust your advertising. (tweet this)

According to one source, “Statistics show that nearly 80% of people say UGC highly impacts their purchasing decisions.” What does this mean for you? It means that when friends and family see someone else enjoying your restaurant, they don’t want to miss out and are likely to make it a point to dine with you.

People like being part of the in-crowd or the “crowd in the know.” Plus, they trust others online, and this makes UGC powerful.

Benefits of UGC

Here are some of the reasons UGC is so vital for your restaurant:

• UGC builds authenticity and trust. Because UGC is organic and created by real people “in the moment,” people instantly trust it. Just imagine a customer sharing a mouthwatering Instagram post and their thousands of friends seeing it. This feels more genuine to potential diners.
• Next, it increases reach and engagement. With many of your customers sharing about your restaurant, they are expanding your reach and introducing new people to your food.
• UGC is cost-effective marketing, and it’s generally free. By promoting UGC, you can market your restaurant without a large advertising budget.
• UGC builds a community. When users share about your restaurant, it builds a bond between other customers online. Then, if you feature their content on your own platforms, you build a deeper connection between your restaurant and your diners.

Capitalize on the selfie generation to get your restaurant in front of more people.

How to Encourage UGC

To turn your loyal and enthusiastic customers into brand advocates, you want to not only encourage them but you want to share their content on your social pages. Here’s how:

• Make sure that your dining experience and food presentation is worthy of photos, videos, and comments. Diners love sharing beautiful meals, so make sure your dishes are visually appealing. Take a look at how you plate your dishes and on what. In addition, consider the lighting in your restaurant. Is it conducive to taking good photos? Consider white or neutral colored plate settings and table coverings.
• You also want to print your logo on your takeout and delivery packaging so if customers are eating away from your restaurant, your restaurant stands out. Make sure your packaging is also attractive. As an added tip, consider sustainable, compostable packaging.
• Create a catchy, branded hashtag. You can put this on table cards, your receipts, and on your own social posts. This makes it easy for your customers to tag their posts and for you to find and share their content. Some ideas include: DineWith[YourRestaurant] or #[YourRestaurant]Eats.
• Encourage reviews and check-ins. Online reviews are key for your establishment. In addition, always respond to them, both negative and positive. You can ask your diners to leave you a review on Google, Yelp, and TripAdvisor.
• Put a QR code on each table that helps diners sign in to your Wi-Fi network with encouragement to share content.

More Ways to Encourage UGC

• Consider small incentives for content shares, such as a free appetizer, dessert, or discount. This can help some people make the leap to sharing your content.
• Run social media contests. Engage your audience by hosting UGC-driven contests. For example, encourage customers to share a picture of their meal with your branded hashtag for a chance to win a free meal or gift card. Contests generate content, and they boost engagement.
• Have a photo “booth” or area where guests can take photos. Add a backdrop (with your logo) so people can take Instagram-worthy pictures. You may even find that providing fun props helps encourage social sharing.
• Monitor and engage with all user-generated content. The key to making it really work for you is to be active on social media. You want to respond to people’s posts, thank customers for sharing, and engage with their content. Acknowledge customers by name, and you’ll find you are also building brand loyalty.

How to Measure the Success of Your UGC Strategy

Like with all marketing, you want to know how effective your UGC efforts are. To do that, you want to track these key performance indicators (KPIs):

• Check how often your branded hashtags are used. Do this monthly.
• Then, measure likes, shares, and comments on UGC posts to learn your engagement rate.
• Check Google Analytics to see if social media-driven UGC is increasing visits to your website.
• Ask new customers if social media content is why they visited your restaurant.
• Finally, monitor your reviews to see if there’s an increase in positive reviews and overall ratings.

Final Thoughts on User-Generated Content

User-generated content is a game-changer in restaurant marketing. It’s genuine and cost-effective. UGC also builds credibility, enhances customer loyalty, and helps attract new diners to your restaurant. (tweet this)

You want to foster an environment that encourages diners to share their experiences. Moreover, you want to engage with their content and leverage it strategically so you can create a powerful marketing machine fueled by the very people who love your restaurant the most—your customers.

Finally, if you aren’t incorporating UGC into your marketing strategy, it’s time to make a plan to use it. Encourage your customers to share and watch as they become your most passionate brand ambassadors. Above all, you will not only see new customers walking in your door, but you’ll also encourage customer retention.

Is your website ready for new visitors? At Restaurant Engine, we can create a website for you that showcases your brand and sets it apart from the competition. Your website is the centerpiece of your online marketing, and it needs to look and perform well, too. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Bibi Pace and Rendy Novantino on Unsplash

Take your time when taking your Instagram photographs and make a plan first.

Plate presentation matters. In one study, more than 50% of people say that social media, like Instagram, influences their dining choices.

Your success as a restaurateur isn’t only about taste and ambiance. Your success is also about presentation. You know that presentation inside your restaurant is key, but did you know it’s also key in the social stratosphere?

Social media, and especially Instagram, has transformed the way your diners choose where to eat. A carefully and beautifully plated dish showcased as a post or an enticing video in reels or your stories captures Instagram users’ attention, drives engagement, and ultimately brings more customers through your doors. (tweet this)

That’s why we’re looking at Instagram-worthy plate presentations and elevating your visual appeal for social media buzz.

It’s very important that you and the people managing your social media understand the principles of Instagram-worthy plate presentation. You want to focus on more than making your food look pretty. You want to create an experience that excites and entices customers to dine with you and return time and again.

Here’s how to elevate your plating game to create a buzzworthy dining experience straight from the Instagram archives.

Harness the Power of First Impressions

You may have heard the expression, “We eat first with our eyes.” This phrase was coined in the first century by a Roman man, and it seems that centuries later, there is great proof that this is true.

Today people may call it digital grazing, and it certainly brings people into your restaurant. Before your customers take their first bite, they eat with their eyes by scrolling your Instagram page.

We know that the more visually appealing your food is, the more this enhances the perception of how it’s going to taste. So, careful plating and photographing is worth your investment. (tweet this) Since it directly impacts perceived customer satisfaction, you want to be diligent with your Instagram visuals, whether they’re images or videos.

Select the Right Canvas

When planning your presentation, you want to choose the right plate. This is essential to effectively showcase your dish. Consider the following:

• Color Contrast: White plates make colors pop, while darker plates enhance the warmth and richness of your food.
• Size & Shape: Be careful not to use a plate that’s too big. It can make your dish look too small. Yet, a plate that’s too small looks cluttered. So, make sure to choose a plate that’s just the right size to make your dish look substantial, yet give it some breathing room. In addition, consider whether the plate is a circle, square, or rectangle and how that works with the structure of the dish.
• Material: Matte and textured plates reduce glare in photos, making them ideal for social media platforms like Instagram.
• Colors and Textures: A plate should have a visual variety to keep it engaging. With color, you want to use vibrant ingredients such as bright vegetables, fresh herbs, or edible flowers to create contrast. For texture, consider mixing crunchy, creamy, and smooth elements to make the dish more visually appealing.

By making sure your food is visually stunning and appealing, you increase the chance that Instagram users will dine with you.

Garnishes matter to “up” the presentation value.

Follow the Rule of Thirds with Plate Presentation

Professional photographers, videographers, and graphic designers use the rule of thirds to create balanced, dynamic compositions. You can apply this very same principle to your plating. Here are some tips for creating the scene before taking photos or videos:

• Divide the plate into imaginary thirds and place the main parts of the dish at intersecting points.
• Keep negative space around the food and don’t overcrowd the plate.
• Create height by stacking or layering ingredients to add depth.

Pay Attention to the Sauce and Garnish

How you apply the sauces and garnishes to your food can elevate a dish’s presentation. Here are a few tips for making sure your dishes shine on Instagram with visual appeal.

• When drizzling or making dots, use squeeze bottles to apply sauces in artistic drizzles or uniform dots.
• Use a pastry brush to create elegant sauce streaks.
• Sprinkle microgreens, herbs, edible flowers, or even a light dusting of spices. This adds a sense of completeness to the dish without overwhelming it.

Make Every Dish Shine with Lighting

Poor lighting can ruin even the most beautifully plated dish. You have a couple of choices. One is to hire a professional photographer. The other is to do some research on food photography.

Here are a few tips to help you optimize your food photography for Instagram:

• Use natural light whenever possible. Set up your table near a window for soft, even lighting.
• Avoid harsh overhead lighting. This can create unflattering shadows on your dish.
• Consider investing in a simple ring light or LED panel for consistency in your imagery.

Choose the Right Angle for Photos

Different dishes look best from different perspectives, so you want to practice to see which one is the best for your restaurant.

Check out these tips:

• Take your photos from overhead (called a flat lay). This works well for pizzas, salads, and charcuterie boards.
• Experiment with a 45-degree angle. This is perfect for plated entrees, burgers, and stacked elements like desserts and steaks.
• Leverage close-ups to highlight intricate details, textures, and garnishes.

You can also mix these different angles in your photography and videography for extra interest.

Encourage User-Generated Content

Your customers are your best marketers! Encourage them to share photos of their meals. You can even run a contest for the best photos or offer incentives to get more entries. Here are tips for inside your restaurant:

• Design a well-lit Instagram-friendly table or area.
• Provide attractive tableware and branded elements such as logo napkins and unique drinkware.
• Use a unique hashtag for your restaurant and display it on your menus and signage.

Keep Your Presentation Consistent

A visually stunning dish that looks different every time on your Instagram profile won’t create a lasting impression. Train your kitchen staff to:

• Follow a plating guide for your signature dishes.
• Maintain portion consistency so dishes don’t look big one time and small the next.
• Regularly refresh your presentation styles based on the feedback you get on your Instagram posts, stories, and reels.

Be Authentic

Trends come and go, but today, authenticity always wins. Resist the urge to “fake” your photos. Be real so that your restaurant is trustworthy.

In addition, make sure your photos and videos reflect your brand’s identity. You also want to ensure that your photos portray your cuisine so the imagery is seamless from what people see online and in your restaurant. Diners can spot inauthenticity.

You want to focus on creating beautiful, genuine presentations that stay true to your restaurant’s concept.

Final Thoughts on Instagram-Worthy Plate Presentation

Social media-driven dining is here, and it’s not going anywhere. It’s up to you to take advantage of it.

Instagram-worthy plate presentation isn’t just about aesthetics. It’s one of the best marketing tools in your arsenal.

Pay attention to your composition, color, lighting, and plating techniques, and you can turn every dish into an opportunity for social media buzz, especially on Instagram.

Investing in visually appealing imagery and videography means investing in the long-term success of your restaurant.

So, plate with purpose, encourage guests to share their experiences, and watch your restaurant thrive in the digital world.

Is your website ready to highlight your online menu? At Restaurant Engine, we can create a website for you that showcases your online menu and sets it apart from the competition. Your website is the centerpiece of your online marketing, and it needs to look and perform well, too. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data! 

 Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Ambitious Studio* | Rick Barrett and Brooke Lark on Unsplash

Increase your profits up to 35% with a menu engineering strategy.

Menu engineering is part psychology, part analytics, and part common sense. The purpose of this marketing strategy is to increase your restaurant’s profits through the way you design your menu.

The strategy involves identifying and highlighting your most profitable dishes to encourage diners to order those instead of your other dishes. You want to draw diners’ attention to your most profitable items.

What’s more, studies show that restaurants who use menu engineering generally see up to a 35% increase in their profits.

In this article, we look at profitable menu engineering for your restaurant and how highlighting high-margin dishes can improve your bottom line.

The Psychology of Eye Movement

Just like you read a book from left to right, and you drive on the right side of the road, there are similar patterns people have when looking at a page like your menu.

If you know these patterns, you are better able to place your high-profit items in high-traffic areas on your menu. For example, you may place high-margin dishes or even specials right where your customers’ eyes will land.

• On a one panel menu, the best place is right at the top. The worst is at the very bottom.
• For a two panel menu, the best place is on the right hand panel at the top. The worst is on the left panel at the bottom.
• On a three panel menu, the worst is on the left panel at the bottom, while the best is on the far right panel at the top.
• For four or more panels, the best places are at the top of each panel, and the worst are at the bottom.

You can also use the golden triangle to decide where to place your high-margin items. This triangle says that diners first look at the center of the page and move their attention in a triangle. (tweet this) So, they look at the top center and move to the top right and then to the top left.

The Paradox of Choice

This concept is borrowed from psychology. When it comes to your menu, it means that when your customers are given too many choices, they will make poor decisions.

This means you may want to limit the number of options you offer to diners. For example, have separate menus for breakfast, lunch, and dinner so you don’t overwhelm your guests.

Then, you can take a look at each menu and pare them down to less than 10 choices. You may even find these are all high margin dishes, too.

The Menu Money-Maker

When deciding which dishes have a high margin, you need to identify them through their food costs.

To begin, start with menu costing. Make a list of all of your dishes and calculate the cost to make each dish. Next, rank them in order of popularity.

Now that you know the cost and popularity of each dish, you can decide which ones have a high margin and are worth putting in prime locations on your menu.

To help you do this, you can also categorize your dishes into the following:

• Stars – high profit and high sales
• Opportunities – lower profit but high sales
• Puzzles – high profit and low sales
• Dogs – low profit and low sales (get rid of these!)

Do your research, so you know what to keep and what to get rid of. Consider asking customers about your puzzle dishes. For the opportunities, look for ways to lower the food cost since they are popular.

Analyze your revised menu to see if you need to make more changes to it to improve profitability.

Set a Time Frame

Once you’ve decided to re-engineer your menu, there are a few more things to think about.

You want to set a time period to evaluate the new menu to see if it’s working. It’s always a good idea to review your menu every season or every quarter, so this may be a natural timeline for you.

It’s also important to review pricing as food costs fluctuate.

Train Your Staff

Menu engineering doesn’t stop with your new menu.

You want to train your staff about which dishes to promote. Your restaurant servers have an enormous influence on their guests.

They interact with your diners in an intimate way, and they are uniquely poised to point out the high-margin dishes on your new menu. Consider them your menu guides.

Enhance Customer Satisfaction

Profitable menu engineering is also more than highlighting your high-margin dishes. It’s knowing your customers and catering to their needs. (tweet this)

In turn, this improves their overall customer experience and brings them back many times each month.

When you analyze the popularity of your dishes, you learn what your customers prefer. If these aren’t the most profitable items, do some legwork and see how you can reduce costs so they are more profitable.

You’ll engender customer loyalty while also increasing your profits.

Final Thoughts on Profitable Menu Engineering

One online source says that many diners spend about three minutes studying a menu before they decide what to order. In that short time, they scan your menu, skim the descriptions, and check the prices.

So, with that short time in mind, you want to make sure your high-margin dishes are placed where they can easily be noticed.

Finally, menu engineering involves some creativity, psychological insight, and analytics. With the tools here, you are well-equipped to highlight your high-margin dishes and create the best dining experience for your customers.

Is your website ready to host your online menu? At Restaurant Engine, we can create a website for you that showcases your online menu and sets it apart from the competition. Your website is the centerpiece of your online marketing, and it needs to look and perform well, too. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Amanda Vick and Nicolas Thomas on Unsplash

Digital marketing is the key to your success in 2025.

Did you know that nearly 90% of people research a restaurant on their mobile phone before ever deciding to visit? This makes it vital to improve your online presence and take advantage of the latest digital marketing trends.

As the online arena continues to change and evolve, staying on top of new trends is essential. Why? This helps you attract new customers, retain current ones, and remain competitive in your local market.

In this article, we look at 2025 digital marketing trends every restaurant owner needs to know. Not only will you gain key insights, but we’ll share some strategies you can put in place immediately.

Focus on Personalization

No longer just a buzzword, “personalization” is an important strategy for engaging your customers and building a relationship with them.(tweet this)

The digital marketing trend of personalization means leveraging your customer data and using it to provide tailored messages and experiences for your customers.

For example, you can personalize your email marketing campaigns based on customer behavior. You might learn that a segment of your customer list always dines with you for dinner and orders an appetizer. Knowing this, you might send a coupon for a free or discounted appetizer.

In addition, if your customer always orders your vegetarian dishes, you can send them personalized offers related to plant-based specials. You’ll find that this tactic increases your bottom line while also enhancing your customers’ experience. Ultimately it encourages repeat visits.

Personalization also extends beyond promotions for food. It can also help you offer customized customer experiences such as preferred seating arrangements and personalized greetings. Imagine greeting one of your customers with something like this, “Hello, Mr. Smith, we know you usually order our steak, and we wanted to let you know our chef has created a steak special you might want to try tonight.”

Mr. Smith will immediately feel welcomed and valued and will tell everyone about his great experience at your restaurant.

Concentrate on Short Form Video

Do you have a video marketing strategy? If not, this is one digital marketing trend that’s absolutely vital.

Video marketing continues to gain traction, and in 2025, short-form video content is expected to dominate digital marketing strategies. Platforms like TikTok, Facebook Reels, and Instagram Reels are proof that engaging video content captures attention.

Restaurant owners should leverage short-form videos to showcase their food, highlight their staff, share cooking tips and even recipes, highlight behind-the-scenes stories, and showcase customer testimonials.

Creating visually appealing and entertaining content not only boosts brand awareness, but it also encourages shareability. This is how you organically reach a wider audience.

For example, you can use a series of quick recipe videos featuring your signature dishes or fun clips of your staff interacting with customers to create a more personal connection with potential diners.

Plus, when you integrate user-generated content, such as customers sharing their dining experiences, into your video marketing strategies, you enhance the authenticity of your restaurant and increase community engagement.

Make sure you have a solid digital marketing strategy to increase your revenue.

Embrace Influencer Partnerships

As social media continues to evolve, another vital digital marketing trend involves partnering with influencers to reach new audiences in 2025.

However, the landscape of influencers is shifting towards micro and nano influencers. These are people who have smaller but highly engaged audiences. For restaurant owners, collaborating with these influencers can provide you great success and increase your trust value.

So, instead of focusing solely on influencers with massive followings, you can identify local food bloggers or social media personalities who resonate with your target demographic. (tweet this)

Think about creating partnerships with these influencers to help you promote menu items, special events, or unique offerings. You’ll find that this can drive traffic to your restaurant and increase your brand visibility.

In addition, you can engage in creative collaborations with influencers. For example, host an influencer-led tasting event at your restaurant to further enhance community engagement and create buzz around your food.

Improve (or Create) a Google Business Profile

First, if you don’t have a Google Business page, you must do this straightaway. If you already have one, you want to be strategic about improving your profile.

According to Google, people are 70% times more likely to visit a business that has a complete Business Profile.

In many instances, people may find your Google Business Profile before they land on your restaurant. For example, searches involving “best pizza near me,” “local Mediterranean food,” and more may land people on your Google page first.

If you have a well-optimized profile, you may appear right at the top of searches. So, you can see how vital your Google Profile is.

Here are a few tips for optimizing your profile:

• Make sure your restaurant’s name, address, phone number, and website are correct. You also want them to be consistent across the internet.
• Include local keywords in your description and services.
• Add high quality photos regularly.
• Respond to all reviews as they come in.
• Keep your hours updated, especially around the holidays.

Harness Email Marketing

No, email marketing is not dead. We encourage you not to underestimate the power of email in your digital marketing strategy.

Through email, you can reach not only current customers but also new ones. Going back to what we talked about earlier, you do want to make sure to personalize your emails so they are relevant for your customers.

Leverage regular transactional emails as well as automated emails to keep your list engaged.

Skip the generic emails and stick to personalization. For example, send coupons, announcements of special events, birthday freebies, and more.

Focus on Online Reviews

Reputation management is also key in 2025. As the internet gets more crowded, people are looking for ways to differentiate one restaurant from another. Many people do this by reading the reviews.

Never mind that they started looking for Italian food – if they can’t find a restaurant with good reviews they’re moving on.

It’s important to focus on reputation management so your negative (or lack of any) reviews is never an excuse for someone to skip trying your restaurant. Focus on platforms like Google, Yelp, and social media. Respond to both positive and negative reviews to show your commitment to customer satisfaction and to foster trust.

You want to implement a structured approach for managing reviews. You can set up alerts for new reviews and designate team members to monitor and respond to them.

Additionally, encourage satisfied customers to leave reviews so you create a positive cycle of feedback that enhances your restaurant’s online presence.

Finally, showcase your positive reviews prominently on your website and social media to attract new customers.

Final Thoughts on Digital Marketing Trends

In 2025, you want to stay ahead of digital marketing trends. In fact, it’s for your success.

Embrace the tips in this article, and you’re off to a great start. You can stay ahead of the competitive landscape and capture customer attention and build strong relationships.

Loyal customers are your literal “bread and butter,” and being active and strategic with your digital marketing ensures you stay one step ahead of the competition.

Is your website ready for your enhanced digital marketing strategy? At Restaurant Engine, we can create a website for you that enhances your overall internet marketing and sets it apart in your community. Your website is the centerpiece of your online marketing, and it needs to look and perform well, too. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data! 

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Louis Hansel and Kelly Sikkema on Unsplash

Captivate your diners with a unique story and consistent branding.

According to one industry expert, 54% of diners visit the same restaurant over and over. There are several reasons for this, including your food, your pricing, and your customer service. Yet, they also frequent your restaurant because of your story and your unique identity.

The restaurant industry is wildly competitive, and you want to give diners a reason to visit your restaurant. You want to make them feel like they’re part of something bigger. You can do this through your story and your branding.

In this article, we look at how to tell your restaurant’s story through branding. Consider this your guide to captivating diners and setting your restaurant apart from the competition.

Why Tell a Story?

You may wonder about the importance of your restaurant’s story. Your brand is more than just a color scheme and a logo. Your brand is the whole experience you offer. It includes what people experience and feel when they’re in your restaurant. (tweet this)

Your story and your brand are what lift your restaurant above others and make it a destination for customers.

Your story encompasses the most enticing history and mission of your restaurant.

What is Your Story?

First, you want to make sure you and your staff understand your story. Every restaurant has one, and the first step is to identify it. Think about some of the following things when crafting your story:

• Why did you start your restaurant?
• Do you use family recipes that have been passed down through the generations?
• Is there a specific cuisine or cooking style you and your chef employ? Why?
• What are your goals? Do you want to create a community gathering place? Is your restaurant designed for families or nine to fivers? Or is it something else?
• What are your values?
• Who helped you start your restaurant?
• Is there a long history? For example, has it been around for decades?
• Are there any challenges you overcame to open your doors?
• What makes your restaurant unique? For example, are you a farm to table restaurant? Do you offer an extra special chef that entices customers?
• Do you have a distinctive ambiance? For example, do you offer food from a specific country and decorate your restaurant so people feel like they have traveled there?

Take some time to write down your answers to these questions. This will give you the framework you need to tell your story.

Now, let’s look at how to craft and tell your story through branding to captivate diners and cultivate loyalty.

Tell Your Restaurant’s Story Through Your Branding

Now that you know your story, you can craft your brand identity to help tell it. This includes your logo, color scheme, typography, overall tone, and much more.

Restaurant branding shapes the very identity of your restaurant, so it’s very important and should work seamlessly with your story. (tweet this)

Your brand identity is how your current and future customers see and experience your restaurant. For example, if Susie tries to explain your restaurant to her coworker, James, what is she going to say?

Branding encompasses everything that a person feels about your restaurant, and if they’ve eaten there, it involves their memories, too.

The Important Aspects of Branding

When thinking about your brand identity, think about the following:

• Your visual identity includes your logo, your color scheme, the style of your restaurant, your fonts, and your brand voice.
• The atmosphere and ambiance of your restaurant – this includes things like your lighting, your background music choices, the décor, the style of furniture, your place settings and cutlery, and even how your restaurant smells.
• The dishes you offer, their presentation, where you get your ingredients, and how you lay out your menu.
• The style of customer service you offer, the uniforms your staff wear, and how your team interacts with your customers.
• All of your marketing – how do you communicate with people? What is your brand voice, the graphic style of your imagery and video, and the text on your menu, website, email marketing, and social media accounts?
• Your website – this is often the first point of contact for potential customers. So, it’s crucial that your website effectively communicates your brand story. Your website design should be an extension of your restaurant’s branding. Use your chosen colors, fonts, and imagery to create an inviting online atmosphere. High-quality images of your dishes and the ambiance of your restaurant should be included. Consider posting behind-the-scenes shots to tell a powerful story and engage visitors. In addition, make sure your “about us” page tells your restaurant’s story. Use your blog to deepen your relationships with your customers further by sharing more of your brand narrative.
• The social media accounts you use should also continue to tell your restaurant’s story by staying true to your branding.

You can use all of these things to tell a brand story and evoke a specific feeling for your customers. It’s important for people to remember what your restaurant looks, smells, and feels like. You want them to have an emotional bond that starts with your cohesive story and consistent branding.

Final Thoughts on Captivating Diners

According to one branding expert, “80% of consumers say consistent branding increases their trust in a business.” When diners trust your restaurant, they become loyal repeat customers and brand ambassadors.

With this statistic in mind, along with what you learned in this article, you are ready to tell your restaurant’s story through branding.

Combining your story and letting it tell itself through your branding can help you captivate your diners and foster lasting connections with them. It can also help turn them into brand ambassadors, sharing their experiences with an even wider audience.

Your restaurant’s story is a powerful tool to differentiate your restaurant in a crowded market.

By thoughtfully communicating your narrative through your brand identity, website, social media, and dining experience, you create a rich tapestry that invites people to engage more deeply with your restaurant.

Finally, you can ensure every customer who dines with you walks away with a story to tell. So, ensure that your restaurant’s story leaves a lasting impression and brings them back time after time.

Is your website ready to tell your restaurant’s story? Is your branding strong enough to set you apart? At Restaurant Engine, we can create a website for you that tells your restaurant’s story through branding and sets it apart in your community. Your website is the centerpiece of your online marketing, and it needs to look and perform well, too. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data! 

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Patrik Michalicka and Caroline Attwood on Unsplash

Choose the platforms that resonate with your target audience for the best success.

According to one survey, 62% of respondents check a restaurant’s social media before deciding to dine there. In addition, 42% of respondents prefer social media to search engines when they are looking for new restaurants.

What do these two statistics tell you as a restaurateur? They plainly show the importance of social media for your restaurant. So, how can you leverage it to drive new business to your restaurant?

Let’s uncover the social media do’s and don’ts for today’s restaurateurs.

Social Media Do: Know Your Audience

The only way you can craft compelling content for your social media followers is to know your target audience and your ideal customer. (tweet this)

Your content, whether it’s imagery or video, needs to meet the needs and desires of your audience. Unique, creative content is attractive to social media users.

For example, if your restaurant caters to the after-work crowd, you don’t need to publish photos of parents with their families to attract diners. Stay true to your brand and your audience for the best success.

Helpful, informative, and entertaining content is what will drive people to your restaurant.

Social Media Do: Choose the Right Platforms

While you may feel like you need to be everywhere, your restaurant doesn’t have to have a page on every social media platform.

The key is to choose the platform where your target audience resides. While Instagram and Facebook may be the perfect platforms, Twitter may not be.

It’s important to have a solid idea of your audience so you can begin communicating with them.

Social Media Do: Post Regularly

You are a busy restaurant owner or manager, and posting regularly may be just too much. Consider hiring a social media pro to post for you.

Posting one or two times a week doesn’t do your restaurant any good. Depending on the platform, you may need to post every day or several times per day to really get traction.

Consistency is key, so make an effort to post regularly to grow your restaurant business.

Social Media Do: Always Respond to Comments

As a restaurateur, your goal is to engage with people on social media. One of the best ways to do this is by responding to comments on your posts. (tweet this)

If someone asks a question, answer it in a timely manner. If someone is complaining about something, do your best to be empathetic. And if someone “pats you on the back” in the comments, be sure to thank them.

Social media is social, and it’s key to engage with your followers.

In addition, reshare UGC (user-generated content) on your own page. You can easily find this type of content if customers tag you in their own posts. This is a great way to build engagement.

Social Media Do: Monitor Your Analytics

The only way to know if your content is resonating with audiences is to monitor your analytics.

Look for reach and engagement on each of your organic posts. See which ones people like and which ones aren’t very popular.

Do this on an ongoing basis so you can easily pivot with different types of content.

Social Media Do: Run Ads

You can significantly increase your reach on social media by running paid ads.

If you do this, test and try things to see what works best. By experimenting with different tactics, you are better able to reach and engage with your audience.

With ads, you can target specific demographics and create the right content at the right time. You also want to stay up to date with the latest tips and tricks with ads so you can leverage them for your benefit.

Some platforms lend themselves better to video content, while others are more image-based.

Social Media Don’t: Spam Your Followers

There’s nothing more annoying to social media users than accounts that post the same thing 10 times a day or even several times a week.

Your followers want to see new and engaging content. They want to be amused, and they want to see amazing photos and videos of your food.

Self-promotion should be kept to a minimum, and you should concentrate on sharing valuable content once or twice per day.

Social Media Don’t: Post the Same Content

You want to create content for the platform you are using. It’s not the best strategy to post the same content on every platform.

Can you post the specifics of the content on multiple platforms? Yes, but do consider repurposing it. For example, you may have a blog post about a specific recipe that you want to share on LinkedIn. Then, you want to use it on Facebook. You might take some photos and add the recipe as a post and not a link to it. You could again repurpose it as a video and share it as an Instagram reel.

Social Media Don’t: Forget to Fact-Check

Don’t make yourself an easy target by forgetting to fact-check your social media posts.

You can taint your restaurant brand and endanger your restaurant by posting falsehoods.

In addition, do spell check your posts. Some people may be put off by bad grammar and spelling.

Social Media Don’t: Overuse Hashtags

The use of hashtags has become complicated lately. Many experts think they are still relevant, while an increasing number think less is better or even none at all.

Hashtags can be beneficial, but you need to be strategic when using them. Don’t make every word a hashtag, and don’t use them unless they’re beneficial to your restaurant.

Social media experts recommend using one to five hashtags per post on many platforms. If you take a less-is-more stance and plan your hashtags diligently, your restaurant will be on-trend.

Social Media Don’t: Expect Instant Results

Social media marketing isn’t instantaneous. It takes patience, but with consistency in your posting and sharing engaging content, you will grow your pages.

Slow and steady wins the social media race. It takes time to create engaging content and build relationships with your audience. So be sure and take the time to create a strong social media strategy.

Final Thoughts on Social Media Do’s & Don’ts for Restaurants

Social media marketing needs a well-thought-out strategy. It’s a vital tool in your arsenal and can help you connect with current and future customers, build brand loyalty, and drive customers to your door.

Focus on the do’s, such as knowing your audience, choosing the right platforms, and engaging with followers. Stay away from the don’ts like spamming or neglecting content quality, so you can craft a strategy that truly resonates with your audience.

Use these tips consistently, and you’ll soon notice your social media presence growing.

Is your website ready to help your restaurant succeed? When people visit you after they’ve been on your social media pages, can they find what they’re looking for? Have you looked at your restaurant’s analytics? At Restaurant Engine, we can create a website for you that has the right keywords to land you at the top of search engine results pages and bring guests to your doors. Your website is the centerpiece of your online marketing, and it needs to look and perform well. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Timothy Hales Bennett and Alexander Shatov on Unsplash

Data is king. Use it to grow your restaurant by fine-tuning your website.

There is a saying by Thomas Redman, known as the “Data Doc,” that says, “Where there is data smoke, there is business fire.” So, if you want to light your marketing on fire and grow your business, data analytics is a must.

In our digital age, data is knowledge, and knowledge is one of the keys to success. (tweet this) We look at what your restaurant website’s data can tell you and how you can use it to drive customers to your restaurant.

What is the Point of Website Analytics?

Your website’s data analytics helps you process, track, and understand how people use your restaurant website. When you understand this data, you can optimize your website and improve the overall user experience.

Here is some of the information you can learn about your website:

• How many people visit your site each day.
• Where your website visitors come from.
• What pages they visit.
• The path they take once on your website from page to page.
• How long they stay on each page.
• How long they stay on your website before bouncing off.
• If visitors stay on your most important pages.
• The number of people who leave after visiting only one of your website pages.
• The most popular pages on your website.

Knowing and understanding this data can help you make good marketing decisions. You can test your pages, revise them, and then test again to see if your data improves.

Now, let’s dive a little deeper into your analytics so you can review your restaurant website’s data.

What Metrics Should I Measure?

When using an analytics tool like Google Analytics, there are three things you may notice right on the screen. Those are Visits, Unique Visitors, and Pageviews. These are the who and how of the “hits” to your website.

While these are important metrics, they don’t necessarily tell you the quality of engagement on your restaurant website. You can only learn quantity from this data.

While this data is important, there are several other data points to measure that we look at next.

Who Are Your Website Visitors?

It’s important to know where your visitors are coming from. Analytics can tell you the following:

• If a visitor is new or returning.
• Is your visitor local?
• What type of device did they use to look at your website? Was it an Android or iPhone? A desktop or cell phone?
• What browser they used to surf your website.

Knowing this information can help you craft the right content for the people who do land on your website. For example, if too many of them aren’t from your area, then you need to add more local information to your website to draw the customers who will actually eat at your restaurant.

Data is the key to making informed marketing decisions.

What Did the Visitors Do When They Were on Your Website?

For example, you may notice that no one visits your online ordering page. This might lead you to discover there is an issue with the page.

You can also learn how many pages people visited and how long they stayed there. If everyone seems to bounce off the same page, you may need to rework that page.

Once you know how many people only look at one page and nothing else, you might ask yourself if your site is hard to navigate or unappealing.

You also want to study your bounce rates. They are only concerning if you don’t understand and use the data.

For example, if you notice the bounce rate on your home page is 65%, that may not be worrisome if they just landed there for your location or phone number. If your online menu pages have a 65% bounce rate, that may indicate an issue.

Don’t look at your whole site’s bounce rate. Look at individual pages to learn the most valuable information. (tweet this)

Where Did Your Website Visitors Come From?

This data is really important as you build out your marketing strategy. There are several sources website visitors come from:

• Direct Traffic
• Organic Search
• Social Media
• Referral
• Paid Traffic

With this data, you can decide where to put your money for paid ads. You can also learn where you might need to improve your search engine optimization to increase your organic search traffic.

When Did They Arrive on Your Website?

Another helpful piece of data concerns when website visitors land on your restaurant site.

Was there a spike on a certain day of the week? For example, you had 500 people every day except Thursday, which showed 1,000 visitors. You can look at what made that happen.

Did you share a blog article or send a special promotion through email or SMS marketing? Did your paid ads spend more that day?

Whatever you learn, you can use it to increase traffic on other days of the week, too.

How and Where Did They Spend Their Time?

From your data, you can learn about the most popular pages on your website.

For example, do people spend a lot of time on your dessert pages? Or do people look for your location pages more often?

Once you know your most popular pages, you can make sure you have the best content possible and a strong call to action.

Where Did They Drop Off?

This is another vital data point.

Take a look at your funnel reports, see how they move from page to page, and learn where they drop off.

For example, do they drop off on your reservations page? Or do they leave it on a particular menu page?

There may be a perfectly valid reason for drop-offs. You may also need to revise your website page if it’s difficult to read or navigate.

Final Thoughts on Your Restaurant Website’s Data

You can use the data mentioned here to learn if your website is engaging, easy to navigate, and meeting your website visitors’ needs.

The goal of your restaurant website is information, conversions, and, ultimately, sales. Using your data, you can make website improvements to improve your bottom line and gain conversions and sales.

Is your website ready to help your restaurant succeed? Have you looked at your restaurant’s analytics? At Restaurant Engine, we can create a website for you that has the right keywords to land you at the top of search engine results pages and bring guests to your doors. Your website is the centerpiece of your online marketing, and it needs to look and perform well. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business using website data! 

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Lukas Blazek and Jack Finnigan on Unsplash

Personalize your restaurant through video marketing that goes behind the scenes.

You know that today’s market is ultra-competitive, and the best way to succeed is to set yourself apart from the competition. This means fine-tuning your digital marketing and really harnessing the power of video on your website and social media platforms.  

To help you succeed, we look at why behind-the-scenes videos work for diners and pubs and how you can make them perform for you.

Why Do People Like to See Behind-the-Scenes?

Anything and everything is online these days. And people love to look at what other people are doing.  

You can take advantage of this by videoing what’s going on in the background at your diner or pub. It’s the perfect way to give your current and future customers a glimpse at how much care you put into your food and service.  

Show your audience your staff and their camaraderie, your food prep area, your kitchen, the hallways, preparation time, how you make a signature dish, and more.  

These types of videos have a personal touch and help customers feel more connected to your restaurant.

The goal here is to humanize your restaurant and invite people “in” before they ever walk in the door. By giving viewers a behind-the-scenes look, you also engage people and begin the relationship-building process.  (tweet this)

The Importance of Video Marketing

It’s imperative that you incorporate video marketing into your overall marketing strategy. For example, Instagram Reels have an average reach rate of 30.81%. That’s double the reach rate of other content formats.

With video marketing, you can tell an entire story through motion. You don’t always even need words to give people a peek inside. You want to bring your restaurant to life for your website and social media users and even your email marketing subscribers.  

People can engage with and share your videos with others. Videos are attention-grabbing, and they stand out in a sea of images. People scroll through so much information in one day, and your best way to stand out is through video marketing.  

Through engagement and the excitement of videos, you will not only increase your loyal following, you’ll attract new customers, too. 

Now, let’s look at a few types of behind-the-scenes content you can produce and use.  

Video Your Diner or Pub’s Kitchen

Most of the videos you see on a restaurant’s social media page are shots of food. You can really up the ante on your marketing by using video.  

Take a few dishes and walk your viewers through the whole process, from bringing the ingredients into your restaurant to the final product.  

Imagine… your chef visits the farmer’s market for fresh produce, brings it into the kitchen, and lays out all the other ingredients with it. Then, there is all the prep, from washing, drying, and cutting the items to cooking them and then plating them with all the finishing touches.  

People will love these videos. It’s interesting to see where you purchase your food and all the ingredients that go into your dishes.  

You can choose to let someone do a voice-over for this behind-the-scenes video, or you can simply use music and captions. Get creative and make something you’d like to see. That way, you know your audience will love it.

Viewers are quite interested in how you make your signature drinks.

Video the Bar

For pubs and diners with bars, this is also another interesting aspect to show your website and social media visitors.

You touched on your food connoisseurs with your kitchen video, and now it’s time to cater to your drinkers. Many people are into craft liquor, and they’re interested in making their own drinks, so they’ll certainly like to watch you.  

Some ideas for videos behind the bar include: 

• Showcasing your bartender making a particular drink.
• Interviewing several customers at your bar about their experience.
• Sharing specialty cocktails.
• Highlighting instructional videos with your bartender giving step-by-step instructions.

When showing particular drinks, zoom in so you can capture the color and even the bubbles. Your customers will be racing out the door to visit your pub for your bartender’s signature drinks.  

Video Your Staff

People love watching people. Our digital age has created millions of voyeurs. So, let’s give them what they want – an insider’s look at your staff and how they go about their day.  

You are in the relationship-building business, and this is a great way to show off your team. Here are some ideas: 

• Think back to your favorite reality television shows. They show people doing regular things. So, video your staff rolling silverware at a table together. They may be laughing and having a great time. This shows people your team loves their job, which nearly guarantees great service when customers dine with you.
• Have one of your team members “take over” your Instagram account for the day. They record themselves going about the business of their job.
• Highlight each team member in their own video so your customers can get to know your staff. If they are watching a video and then come into your restaurant a week later, they will recognize their server. This makes their overall customer experience personal and unique.

Through staff videos, you invite your current and future diners into your restaurant community. 

Final Thoughts on Behind-the-Scenes Videos

People love to see and hear what other people are doing. Not only does this make them feel close to total strangers, but it also provides a layer of transparency for your restaurant.

People are trusting your diner or pub with their meal and drinks. They want to know if your restaurant is trustworthy and safe to dine at.  

Through video marketing, you make a connection with your audience and show your authentic side. You show customers that you and your staff are human and care about providing great food and service. (tweet this)

This makes them more invested in your restaurant and encourages them to dine with you more often. 

Is your website ready to help you succeed? Do you have a restaurant website that can showcase your behind-the-scenes video content? At Restaurant Engine, we can create a website for you that has the right keywords to land you at the top of search engine results pages. Your website is the centerpiece of your online marketing, and it needs to look and perform well. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business after the grand opening! 

 Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: kofookoo.de and Lorenzo Nafissi on Unsplash

Create a plan and a marketing strategy for your grand opening.

Your ambitious goal of opening your own restaurant is about to come to fruition. Your menu, staff, and restaurant are ready. There’s just one last thing to do to celebrate your hard work and many hours working to launch your dream. That’s to plan and schedule your grand opening.

This article takes a look at seven brilliant ideas for restaurant grand opening marketing. You want to stand out in a crowded hospitality market and showcase your restaurant with these creative ideas.

#1: Invite Influencers

In today’s digital world, you want to take advantage of local social media influencers and food bloggers with large audiences. (tweet this) Also, consider local media as well, as they often have large followings. This is a great way to showcase your grand opening to a larger audience.

While you may have to pay these influencers or at least compensate them with free meals, you’ll find it’s well worth it to have them advocating for your restaurant.

Look for food bloggers, lifestyle bloggers, and other local personalities. Do take into consideration the theme and ambiance of your restaurant. For example, if you are a sports-themed restaurant serving burgers and pizza, look for sports influencers as well.

Work with the influencers and make a plan for the number of posts they’ll do. Arrange for them to have a sneak peek of your restaurant and your food so they can talk with authority to their audience. You can ask them to be on hand for the grand opening as well. This may get their fans out in larger numbers.

#2: Make It a Charity Event, Too

Another grand opening marketing idea is to make it a charity fundraiser for a local charity people really care about.

Not only does this show you care about the community, but it also gets others involved and encourages them to attend your event. It also cements your reputation in town as a restaurant that cares about more than just making money.

If you go this route, you might think about a silent auction where people can bid on items where the proceeds all go to the charity. Some ideas include offering a Valentine’s romantic meal for two, a holiday dinner for six, a free meal every week for a year, and more.

Do this all tastefully, and this may increase your event attendance and bring your new restaurant in front of more customers.

#3: Leak a Secret Menu

Build anticipation for your grand opening by releasing just a few items on your menu. Make it seem like it’s a secret.

People love being “in the know,” and they love having something that they think no one else does.

Include beautiful imagery and creative descriptions. Leave them wanting more by only releasing portions of your menu and encourage them to come to your grand opening to find out more.

Think outside the box and get creative for your grand opening marketing.

#4: Give Something Away

Just like leaking your secret menu, giving something away is sure to get people into your restaurant for your grand opening.

This doesn’t even have to be anything about your food and drink. It can be something completely different, like a television.  

Or you can give away free food to your restaurant. You can also have several giveaways that you do every hour or twice an hour. They can be similar to the silent auction items we mentioned.  

You could also give prices to the first 100 customers to arrive at opening night. Or consider giving everyone a comeback coupon. 

Another idea is to partner with a local business and have them donate an item to your giveaway. Sell this by saying you’ll add them to all your grand opening event advertising. 

#5: Have Live Entertainment

Take the fun to another level with live entertainment. Choose a DJ, musician, or band that will be a draw for people. Live music makes your event livelier and more exciting. 

During your grand opening, you want to go above and beyond.  

You can also choose a theme for your grand opening night and have your music headliner go along with the theme. For example, if you are an upscale Italian restaurant, consider having a small or medium sized jazz group. 

#6: Have Your Grand Opening on a Holiday

People get out more during the holiday season, and it’s a great way to plan a large party and draw larger crowds.  

You can plan your grand opening party theme around the holiday. For example, you can make your party romantic for Valentine’s Day and serve a special meal and love-themed dessert.  

For Halloween you could even have a costume party, while at Christmas you can bring in lighted trees and have Santa attend. 

#7: Advertise on Social Media

Hopefully by now you have a website and several social media accounts. If not, it’s important you have both well before your grand opening.  

Once you have your plans, you can start advertising on your social media pages. Consider linking back to your website and asking people for RSVPs.  

You can also send people to your website and social accounts so they can check out your “secret” menu and find out about your big reveal.

Final Thoughts on Your Restaurant Grand Opening Marketing

Ready to make a splash? 

Go all in with your grand opening marketing. Not only do you want to advertise on your website and social media accounts, but you want to put up a banner or a sign in front of your restaurant to draw in the crowds. r

Consider advertising on billboards, radio, and television. Take out paid ads on social media and Google. Send out invitations to local movers and shakers, and other influencers and food bloggers.  

Finally, have a trial run of your food preparation before the party so everything moves smoothly during your grand opening event. 

Is your website ready to help you succeed with your grand opening? At Restaurant Engine, we can create a website for you that has the right keywords to land you at the top of search engine results pages and bring guests to your grand opening. Your website is the centerpiece of your online marketing, and it needs to look and perform well. You can count on us to create an amazing website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your new business after the grand opening!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Luca Bravo and Jay Wennington on Unsplash

Drive business to your bar and grill using social proof.

Working with food bloggers and influencers can help you increase the visibility of your bar and grill, drive new and repeat traffic, and improve your overall online presence. Adding this tactic to your marketing strategy may help you improve your overall bottom line.

In this article, we uncover how bar and grill owners can find food bloggers and influencers to set their marketing on fire. 

Make a List of Possible Candidates

The first thing you want to do is start with a thorough internet search. Make a list of potential bloggers and influencers you can work with. The best place to start is with people who already like your bar and grill.  

Here’s how to conduct your search: 

1. Search for Instagram and Facebook hashtags. These should be hashtags that are relevant to the type of food you serve, your city, restaurants, etc. Think about tags such as foodie, food near me, best pizza in Little Rock (change food for your restaurant type), eats, best food in X (x – your town), and more. Use hashtags to find people talking about food. Then make a list of all the social media users who have a strong following as well as a history of engaging with their audiences regularly and well.
2. Head over to YouTube and search for your city and bar and grill type. See what comes up. This may help you find YouTube influencers.
3. Do an internet search using Google to connect with food bloggers. You want to look for bloggers and influencers living in your city who write about food or even things to do in your city.
4. Don’t forget to look at your own social media accounts for potential influencers. You may already have a strong following of people who love your bar and grill.
5. Look at your competitors’ social accounts. Take a look at people who have tagged them for ideas on influencers.

Know What Questions to Ask

Once you have a list of potential people, you need a list of questions for your influencer “interview.” Here are some ideas: 

• How much do you charge? Many food bloggers and influencers will charge you. You’ll gauge this depending on how many followers they have and the quality of their content. Also, their fees need to fit into your own budget.
• How can you engage my target audience? Influencers and bloggers with many followers have engendered a lot of trust that can be extended to the businesses they promote. (tweet this) However, you want to make sure their audience is also your audience. The potential partner needs to be able to speak to your target group and engage with them in an appropriate way. For example, if your bar and grill menu is based on seafood, you don’t want to partner with a vegan influencer.
• Do you have any references? Find out about any of their current and past partnerships and ask if you can contact them. This is much like hiring a new employee. You also want to ask them if they have any metrics they can show you. This will tell you if they have the kind of engagement you are looking for and if they can help you drive business to your bar and grill.
• What kind of content do you create? You want to know if they will strictly be blogging, or if they use social media platforms, YouTube, etc.

Now that you have found food bloggers and influencers, and with all of these answers in hand, you are ready to choose at least one of them to work with. Your next step is to create an agreement to begin work. 

Influencers are trusted marketing partners with a large group of engaged followers.

Create an Agreement

Work with your chosen partner to create an agreement that works for both of you. Things to include in the agreement include: 

• How long you’ll work together? Set a way to end the agreement. For example, you may say either party can terminate the agreement with 30 days’ notice.
• How often will they post?
• What kind of content will they create? Choices may include social media image posts, stories and reels, YouTube videos, and blog posts.
• How long will each piece of content last?
• What days will they post? For example, they’ll do one blog post monthly and two social media posts weekly. Do set a specific number of posts depending on the content type.
• Agree on who owns the content once it’s created.
• How will you pay them? Will this be a paycheck only, or will they get free food?

The agreement is vital so everyone knows what’s expected at all times. 

Final Thoughts on Influencer Marketing

You know the competition for bars and grills in your community is fierce. Everyone is vying for a spot, so you want to find ways to stand out in a crowded field.

Working with food bloggers and influencers can give you an edge. By choosing the right people, you may find that just one post brings diners to your door, giving your bar and grill credibility and social proof.

The food bloggers and influencers you choose are your “culinary” ambassadors. They take word-of-mouth marketing and turn it upside down for great success. (tweet this) Because these people already have large, engaged audiences, their followers trust what they have to say. So, when the food influencer says your bar and grill is worth trying, your future diners want to dine with you.

By increasing your brand awareness and touting your great food and service, working with influencers makes good business sense. Incorporate food bloggers and influencers into your marketing strategy, start collaborating, and watch your revenue grow.

Is your website ready to help you succeed with online influencers? At Restaurant Engine, we can create a website for you that has the right keywords to land you at the top of search engine results pages and bring guests to your website. Your website is the centerpiece of your online marketing, and it needs to look and perform well to increase your online orders and reservations. You can count on us to create a fantastic website that presents a unified brand for your restaurant and works across all digital platforms. Let us help you make the perfect site that draws customers in, improves customer engagement and your conversion rate, and enables you to grow your business!  

Are you ready to take your restaurant to the next level with a new website?

Get your free website consultation today!

Images: Michael Discenza and Denise Leisner on Unsplash