It’s not surprising that the pandemic played a key role in accelerating digitization. As consumer dynamics change, so will the need for information. This is why retailers will be increasingly dependent on actionable data. The digital space is now a familiar place for consumers, and they expect Amazon-like interfaces not only from retailers but also from other sources. They want it from restaurants too.
Like many other changes over the past two decades, hyper-local marketing tactics are changing dramatically. It is still the best way to maximize your restaurant’s revenue potential. Restaurants are now required to market to customers online in addition to dine in customers. This requires balancing delivery/online growth with in-store dining to make a positive net effect. We must continue to provide exceptional service for the guest who is not physically present, but also offer a similar experience for the invisible guest.
Here are four tips to navigate hyper-local marketing in digital space, given the rise of online customers for the restaurant industry:
Meet customers where they’re at
The pandemic has created a new need state for an off-premise single diner that caters to a large number of guests. Google Ads & Commerce Blog shows that searches for local business(es), plus other businesses, have increased by more then 80%Year after year, nearly three quarters of all dining consumers used Google search during the pandemic to find information on food and drink. According to Googles consumer insight study, there have been a number of people who use Google search to find information about food and drink. 900%Increase in searches near me Customers are not just looking for something near them, but also for something that will meet their ordering needs.
For all types of orders, provide a unique guest experience
We are now seeing what I like calling the invisible guests phenomenon. This is when digital orders are coming in at a high volume while guests continue to dine in what appears to be a nearly empty restaurant. This can cause a poor guest experience as team members focus on invisible orders, which can lead to a low guest experience. Your guests will remember your brand based upon the experience they had. We must minimize the invisible guest phenomenon and maximize the digital order influx.
Have a solid tech stack.
Digital channels are now at forefront of restaurant marketing. We were taught in hospitality to serve our guests right in front of them. However, with the rapid changes in the consumer space, some found themselves in a bind. Naf Naf already has a solid tech stack with Olo as our point of sale system and Punchh affinity program. These two systems create an environment that allows us to communicate with our guests and both the consumer and the supply chains.
It is becoming increasingly important for Naf Naf that each restaurant is addressed individually. This ensures that each of our potential and current diners has a positive experience. Technology partners like this partner can help you create individuality, whether it’s through accurate Google My Business data, a localized marketing message, or simply to ensure that a customer is directed towards the closest restaurant. HyperlocologyThis can be achieved by using the following resources:
Our customers are satisfied with the details of customizing orders through these platforms. A strong tech stack is essential for brand survival. Affinity and CRM programs can help you gain insight into your customers’ behaviors. This will allow you to develop your brand along with your guests.
Stick to the three major marketing strategies.
When it comes to marketing locally, your restaurant should have three main strategies. These strategies should help you attract new guests, steal from your competitors and engage with your existing customers. If you aren’t using one of these strategies in your marketing, you’re doing marketing wrong.
While the first two are well-known for being at the forefront in hyperlocal marketing, the second is essential in today’s digital age. Building loyalty is key to long-term success. You can get more out your existing guests and keep them coming back by offering a variety of ways to do so. This could be as simple as offering limited-time menu options, using social media to keep in touch, or providing personalized service.
Get good at Google.
Google is the world’s most popular search engine, with more than a billion users. 90%It is crucial that your restaurant optimizes their Google My Business listing to capture the market share. 86%PeopleGoogle Maps allows you to search for the exact location of any business. This is the most trusted source for restaurant reviews. Give as much detail as possible about your companies and locations, and create a unique and attractive description of your business. Your business’s uniqueness should be explained. Make sure that any keywords relevant to SEO are included in the first 100 characters. Make sure you have high-quality photos and that your address, phone number, and hours are correct. Finally, research other platforms to find out which strategies work best for your company’s online presence.
Your strategy should cover all aspects of the consumer journey, from discovery to completion of a transaction, when hyperlocal marketing. Marketing must always focus on the guest experience. This means that digital enhancements can be creatively applied to enhance it. In today’s consumer environment, guests expect to be able reach at the touch a button. A hyperlocal marketing plan is the best way to impress them. It gives them exactly what they need, when they need it. You will have loyal customers in your markets, who will return to you for more!
Devin Handler is an award-winning branding and growth expert with over 20 years experience. Prior to joining Naf Naf, he led marketing for GARBANZO Mediterranean Fresh asVicePresident ofBrandandMenu.Previously, Devin served asDirector ofFranchiseandFieldMarketing for QDOBA Mexican Eats, growing the brand from 200 units to over 650.