2018’s Top Restaurant Marketing Tools to Bring Consumers to Your Door

Reputation is everything

More than in almost any other industry, reputation can make or break a restaurant’s success. Before online platforms such as Yelp, Facebook, and Google+ were common, written reviews from trusted sources, such as the Wall Street Journal’s Food & Wine section or Zagat, were the most accessible way for consumers to glean information about a restaurant. Due to the niche distribution and content constraints of printed reviews, restaurants could be overlooked entirely or not given the credit they deserve.

Today, foodies have an abundance of digital tools to connect directly with each other and share their experiences. This is a wonderful opportunity for restaurants to engage their consumer base and get the word out about their venue. Ask your customers where they look at reviews and incentivize them to share their opinions by offering a free drink or appetizer in exchange.

More reviews will help normalize your rating and provide insight into where you can improve. And if you think reviews don’t matter: think again. In a recent study, the Huffington Post found that a half star difference on Yelp can influence a restaurant’s revenue by 27%.

Make it easy for customers to find you

Don’t rely on foot traffic to bring guests to your door. More than 97% of diners look online to find local businesses. Of which, 60% cross-reference their restaurant selections with review sites, according to BrightLocal. This means, your restaurant needs to carefully orchestrate geo-targeted ads, as well as listings across major local map and review platforms so your customers can easily find you.

Consistency across channels helps your customers make the jump from searching for a place to eat on their tablet, to entering your location into their GPS, and leaving a positive review on their laptop after the meal.

Additionally, a seamless multi-channel presence signals to consumers that you are a reputable business that understands their needs and is able to provide the information they want, when and where they want it. Learn more about the importance of utilizing multi-channel marketing within your restaurant marketing from our team.

Pictures really are worth 1,000 clicks

When promoting the quality of your restaurant and food, pictures are the easiest way to engage consumers. While an online reviewer may share different tastes or expectations than the reader, a picture provides clear insight into what someone can expect at your venue. We recommend investing in professional photography to showcase your menu and establishment, combined with a curated social media presence.

As an example, Instagram – the quintessential photo sharing platform –  is slated to hit over one billion active users in 2018. If you can only pick one platform to invest in, this is your best bet. Over 80% of their users happily engage with brands already according to SproutSocial, and the photo-centric nature of this platform makes it an ideal place to showcase creative restaurant promotions alongside mouth-watering visual appetizers.

Whether you need assistance finding a food photographer, setting up your local listings, or boosting your reputation, our top Florida digital marketing agency can help. Reach out today for a free consultation with the BIGEYE team.

5 Social media marketing tips for restaurant owners

Despite the potential for success, buying and operating a restaurant can be deemed one of the biggest risks out there – which is why we’re here to help you out with 5 restaurant marketing tips for social media.
Various studies show a failure rate of between 60 to 90 percent, with a big chunk washing out during the first year, and an even bigger percentage taking up to five years to face their demise. And then, of course, even if you’re fortunate enough to outlast this risky period, you’ll still have to apply plenty of elbow grease through hard work, perhaps even working even harder than you’d ever imagined, to ensure stability for the long haul.

Various restaurant pros are quick to offer advice on how to keep the lights on and your guests happy, and it’s also equally easy for these same dining aficionados to identify points of perceived weakness – especially after a restaurant crashes and burns (hopefully not literally).

These 5 restaurant marketing tips for possessing a strong social media presence can assist your restaurant brand in getting the word out. It may not be able to help with financing and cash flow, which is why some lenders avoid restaurants altogether, but it will assist you in your marketing efforts. In fact, successful social media marketing can help boost awareness, interest, and general loyalty, which all can be factors in getting prospective diners excited to serve as patrons at your establishment.

Though some social media marketing experts may suggest first creating a channel on every main social network, this may prove to be a bit of a challenge. In any case, the reasoning may be sound: to reach a larger number of users who may avoid certain platforms. For instance, if you rely solely on Facebook, you will exclude those who deliberately choose not to use this social channel. However, a big mistake that’s easy to make right out of the gate, is to create numerous pages on each channel, and then not maintain any of them. If you find yourself in this situation, it might make more sense to identify a select few social outlets, and manage your presence adequately and regularly on each. Longtime studies of online behavior for social media marketing of businesses suggest that there is often a push to create pages for a new company, but then these same pages become dusty from lack of consistent effort. The most important restaurant marketing tip for social media is that you must maintain your social media presence and engage your fans.

Here are some other useful restaurant marketing tips for utilizing social media:

  1. 1. Pictures of food

    Though people are interested in what prospective diners might think about an establishment (good or bad), they may get especially excited if they can see images of what’s actually available on the menu. For this reason alone, visually-oriented sites like Instagram or Tumblr are perfect for showing exactly what will appear on a restaurant patron’s plate. Photo channels can be used to continuously add menu items, or perhaps showcase the day’s special. Photos can also encourage restaurant-goers to take photos of their meal and upload them to their personal pages, with special incentives for tagging the restaurant. (Even more bonus points can be accumulated if servers/hostesses assist in staging photos, ensuring that food items appear in the most appealing manner for both the diner – and, in turn, for the restaurant.  You’re not limited to Instagram and Tumbr, as sites such as Facebook and Twitter also allow inclusion of photos of delectable menu items. A study by Facebook shared with Social Media Examiner stated that photos are one of the most effective ways to engage your readers – this compared to links, status updates, video, or even photo albums.

  2. 2. Offer online coupons

    Online coupons may be made available directly from your page, or be provided to participating diners via text or email links delivered on a regular basis. Offering exclusive discounts might serve as an incentive encourage diners to enroll to receive your texts, or for your VIP club, especially if the registration process isn’t too complex. Promotion of this service can also carry over to your Facebook page for cross-promotion. Although coupons may result in smaller profits per item, you have the potential to make up for diner discounts as a result of the increased number of visitors coming through your doors.

  3. 3. Go beyond traditional food service in your restaurant marketing

    By using Pinterest, your page might be used to offer information about where your food comes from, or to offer some fun step-by-step recipes with before and after photos. A YouTube page has equal added benefits, for instance, including instructional video of one of your chefs preparing one of your signature items, or possibly, a popular dessert. Along the same lines, Snapchat images of the kitchen crew can showcase your restaurant team’s personality, and your team members having fun. Your loyal fans will love this “sneak peek” of what goes on outside of the public view. Restaurant Engine suggests registering with Yelp, which will allow people to post reviews, and Foursquare, which allows diners to “announce” when they check-in.

  4. 4. Cross-promote like crazy

    If you’re chronicling something cool taking place on one channel, don’t forget to tell people about it on your other channels. This could be a Facebook contest that you cross-promote on Twitter, or vice versa. If you have a blog, be sure to regularly describe any interesting events or content on the various social media channels. This will encourage people to visit each, and in essence, help to build your brand.

  5. 5. Be responsive

    A sometimes overlooked aspect of social media marketing is actively interacting with the public.  Start by posting questions that people may enjoy answering. Be ready to respond quickly and politely if someone posts a negative experience or opinion, or asks a question on a channel.

Restaurant owners should embrace social media as an inexpensive way to reach new customers and ensure existing diners keep coming back for more of your delicious specialties. For more innovative social media marketing strategies, contact our team of experienced industry professionals today!

Why people live to eat (and are getting rewarded for it)

Forget a 15% tip … how about a 35% increase in restaurant guest visits? According to Loyalogy, top loyalty cards and program provider, that’s the expected uplift many restaurants enjoy when they introduce loyalty programs to their marketing mix. Discounts, point systems, loyalty cards, keychains, apps, social media offers, and memberships are just a few of the many ways restaurant marketing programs can leverage reward systems to drive business and boost foot traffic. To get you started, here are a few simple guidelines.

Simply ask:

After guests complete their meal, present them with a quick survey asking how their experience was and what types of rewards would motivate them to return on a regular basis. Keep it simple and straightforward so your guests are not annoyed with the survey experience. If you have difficulty getting customers to answer your survey, try incentivizing them with a discount or free dessert. You can guess at what motivates your customers, but it is faster, easier, and more accurate to simply ask. As an added bonus, you’ll also receive some operational insight that will help you improve your quality of service and overall restaurant experience.

Frequency rewards:

Frequency rewards, such as loyalty cards, are one of the most common ways to encourage guests to come back. Everyone from major hotels such as Starwood, to dining sites such as OpenTable – and, of course, restaurants – are using loyalty programs to keep guests coming back. The benefit of frequency rewards is that you are driving more visits that will offset any type of reward you choose to give. A simple break-even analysis will help you understand how many visits you need to accrue before a reward has paid for itself and brought you greater than expected revenue.

Lead with value:

Another option is to lead with value. Membership to restaurants and social clubs, such as the SoHo House brand, incentivizes visitors to come back by providing exclusive access to special menu items, spaces, or experiences. Whether members pay a fee to join or must meet a threshold of purchases to remain connected, your business will benefit. The key is understanding what extra value you can provide to members that they cannot get anywhere else. Cooking classes with a celebrity chef, members’ wine tasting events, or on-site performances are a few of the ways you might augment your traditional dining experience. Ideally, any exclusive experiences you offer would not incur additional or exorbitant fees to the day-to-day operations of the business, so consider what relationships or in-kind exchanges you can leverage to keep costs low.

Partner with existing programs:

Lastly, one of the easiest ways to build your rewards program is to partner with an organization that already has a membership or loyalty base. A raw juice bar may benefit from partnering with a nearby gym, for example. Consider what local partners naturally align with your restaurant and evaluate what they are doing to drive visits. By giving another organization access to your customer base, you can cross-market for each other and generate business that will benefit both brands. In addition to encouraging repeat visits, partnerships also give your brand exposure to customers that may not have discovered you otherwise.

If you still aren’t sure where to start, or need help kicking off your rewards program, we’re here to help. Click here to learn more about how businesses like yours have partnered with BIGEYE to create loyalty programs that work. We strive to build brands by transforming their marketing strategies – check out our website to learn more about our services and contact information.

The science of restaurant menu design and what you need to know

It’s no secret that restaurant branding – specifically in terms of restaurant menu design –  is truly an art form. Be it unique, exquisite, quirky, or reminiscent of the latest fad in bringing the scrumptiously delicious to life, there’s much to be appreciated about menus that possess that special quality. Think of it as a certain creative ingredient (or perhaps an entire recipe) that only serves to elevate a pleasurable dining experience – even if from the very first brand interaction.
Below, we bring you 5 outstanding restaurant menus, and why we believe they’re prime examples of complete culinary design genius at work:

Brass union

I love everything about this concept! I’m such a mark for industrial-style design and you can’t get much more industrial than menus made to look like invoices straight out of a 70’s-era brake pad factory. The layout is straightforward and easy to navigate, and the descriptions of the items aren’t too long and complex. Overall, this menu doesn’t look very daunting when it’s first presented to you. For authenticity’s sake, I hope these menus are printed on a dot-matrix printer.

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Some burros

Who doesn’t enjoy bright and friendly colors paired with bold, hand drawn lines? This menu design makes me feel all warm and fuzzy inside. I like that the only actual menu descriptions are specific to this brand’s speciality items. It definitely helps to keeps the clutter to a minimum – and let’s be honest…it’s Mexican food. If you don’t know what a taco is, then I pity you.

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Black tap


It’s so easy to get minimalist design wrong, but this team got it oh so right. The flow of this design is great because what this restaurant does best is placed front and center. I’ve been to so many restaurants that bury their signature items deep in the menu, and I’ve never understood why they do so. If you are known for a signature dish (or even have it in your name), then it makes perfect sense to ensure that it’s a cinch to locate on the menu.

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Made

The ingenuity of this menu is to be applauded. The design team kept the actual look of the menu simple so that the experience of going through the menu is what stands out to the restaurant patron. It’s so intelligently thought out –  brunch, side items, and drinks take up the least amount of room so they are up front, while lunch has a larger selection, followed by dinner (which typically has the largest selection overall). This menu just begs to be explored, no matter what time of the day you are visiting the restaurant.

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Salty’s

When I’m going to a seafood restaurant, this is the kind of menu I want to see. The illustrations are great, and the overall feel of the brand definitely reminds me of the beach. The menu being rubber-banded to the wood backing board is a nice touch, too. Overall, the presentation is an inexpensive, easy way to make a customer feel perceived value in their meal, all while enhancing their dining experience.

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Do any of these menu options whet your appetite to further bolster your restaurant’s brand to create a positive dining experience to make your customers take notice – and come back for a second helping? Contact our team of uber-talented creative design experts today to determine how we can help you achieve your goals!

Restaurant marketing strategies to encourage real reviews

Social media, travel, and review sites can be a great testament to your business’s credibility, customer service, amenities, and experiences. The problem is, most people only write reviews when they’ve had a shockingly horrific experience, or were completely blown away by something. But how do you encourage the masses of happy, satisfied customers in between those two spectrums to write reviews? A great place to start is with a well-devised approach- be it in terms of marketing your restaurant, or promoting your hotel, resort, or tourist attraction.

The formula is simple. Whenever you make a request of your customer – whether it’s asking for an email address or seeking a review – you must be certain that you give them something of equal value in return. Simple campaigns that exchange real value for real reviews will bring your existing customers closer to your brand, while in turn, generating new reach within your target audience. Here, BIGEYE shares the following quick and easy recommendations – in case you were in need of a little added inspiration:

For restaurants and bars

If there’s one thing you need to know, it’s that locals are truly your best friends. Use this to your advantage by employing restaurant marketing strategies that encourage local reviews. Attract your seasonal audience by engaging restaurant review sites such as Yelp and OpenTable. Host “locals’ nights” and offer a free appetizer to anyone who writes a review. Invite reviewers to preview new menu items or cocktail variations on the house … in exchange for a review, of course. Chances are, your reviewers will want to come back for more … tell their friends … or maybe even spread the word to those random tourists they bumped into on the street.

While some restaurants and bars host trivia night. Take things to the next level with your approach to restaurant marketing by hosting your very own branded “social media night.” Tweet-ups, meet-ups, and other social gatherings are hugely popular. Get people in the door by offering discounts, free bites, or some form of entertainment. Plan these activities on your traditionally slower evenings to boost business you wouldn’t otherwise have  – and to encourage all your guests to review, post, and Instagram away. Possible prize offerings may be awarded for tweets and reviews, or simply let people generate their own buzz around your business.

For hotels and resorts

Offer customers a deep discount or give them one night free for a good review. Chances are, your guests will stay longer than one night, and will be so pleased with their “free” vacation they’ll be more inclined to make up the difference in food and beverage costs or on-site amenities. If you’re worried people will “game the system,” put straightforward terms and conditions around the offer to limit one freebie per household. (This will ensure that the reviewer was a visitor within the past six months.) You’ll get a great review  – and some extra business in the process.

Another option is to create a brand ambassador program. Use a point or discount system to reward guests for meaningful social media posts, photos, and reviews. This strategy may promote quantity over quality, so consider using an “application” process that asks potential brand ambassadors why they’d be a great fit, and what unique social media skills they bring to the table.

For tourist attractions

Most travel destinations boast a host of unique activities. You can’t miss swimming with the dolphins in Mexico. Wine tasting in France or Surfing lessons in California. And most of these activities are prime photo opportunities. But as you might have experienced for yourself, even the most seasoned selfie-taker has trouble capturing these moments from the perfect angle. At the end of each activity, guests begrudgingly head toward the photo stand, where professional photography of their adventure is on display. Sneakily, some guests may attempt to covertly snap a copy on their phone, while many visitors simply choose not to purchase these photos on principle. If you offer one digital copy in exchange for a review (which can be easily emailed after the review is verified), you are creating a currency your customers genuinely value. There’s no overhead cost to you, and consequently, plenty of opportunity for gain. 

Because most tourist attractions are one-off experiences that come with a premium price tag, providing discounts on future visits may not be the best strategy. Most often, this is due in part to the low volume of repeat customers. Instead, let your guests give the gift of their memories to others. Let them know that when they write a review, they have the opportunity to share a meaningful discount with a friend. This technique perpetuates your business and makes your customers feel good for reviewing you, while also sharing something with their friends and family. That’s what we call a win-win.

Did these strategies peak your interest when it comes to encouraging your valued customers to share more about their dynamic, memorable experience with your brand? To continue the conversation by uncovering additional opportunities to engage with your target audience, and develop repeat clientele through reviews, contact our team of advertising professionals today!

Developing a highly effective fast food marketing strategy

It’s 2017 and fast food restaurants are starting to catch on: green is in and greasy is out. We’ve all seen the Instagram accounts with millions of followers that only post acai bowls and kale salads. Okay, so what does this mean for fast food restaurants, and more importantly- what does this mean for their marketing strategy?

Whether the menu is organic, locally sourced, or cage-free, it’s clear that the fast casual restaurant model is winning with consumers. The Chipotles and Shake Shacks of the world have revolutionized consumer expectations of what fast food might actually include. With healthier consumer mindsets, companies like McDonald’s will need to place a greater emphasis on the “food”, not just the “fast” when it comes to effective fast food marketng strategies. While we still crave the efficiency that comes with a quick meal, that doesn’t mean that we aren’t compelled to make healthier choices as we take on the world, either. We’ll take a pricier burrito bowl over the $1 menu McChicken if it means feeling good about my eating choices (and sparking jealousy from my followers on Snapchat).

So what are the fast food giants doing to shake things up? For starters, McDonald’s is shifting its philosophy from “billions served” to “billions heard”. Burger King and McDonald’s have added salads to the menu, and Mickey D’s is now serving antibiotic-free chicken, milk from cows not treated with growth hormones, as well as egg white breakfast sandwiches. Not without notice, the company is taking steps to clean up its act, so to speak.

The misstep here, though, is the threat of brand inconsistency when it comes to strategic fast food marketing. Is McDonald’s attempting to ditch their old image, replacing it with the notion that they’ve evolved into the go-to restaurant for quick and mindful meals, or are they clamoring to reach millennials by being unapologetically indulgent? While I’m glad McDonald’s has added more health-conscious items to the menu, and I don’t believe the chain has to lean one way or another in an effort to remain successful on the fast food marketing front, the traditional image they have consistently held is going to be a mighty tough one to shed – and one they shouldn’t be so quick to throw away with that crumpled-up sandwich wrapper.

I don’t think McDonald’s needs to hop aboard the kale and granola, solar-powered train just yet. People still want to indulge, and as long as there’s a 24-hour drive-thru available, hungry Americans are going to continue to crave their Big Mac fix. Not everyone is counting calories or putting spinach in their smoothies; the problem with McDonald’s image may boil down to simple food quality. By bumping-up the perceived quality of their meals (even if it means increasing prices accordingly), aligned with a strategic marketing plan, they may just remedy any residual reputational risk.

Hungry to develop a fast food marketing strategy that speaks to today’s consumer? Contact our team to effectively super-size your marketing efforts and deliver messaging that resonates with existing and prospective “grab-a-meal-on-the-go” enthusiasts!