Tasked with generating demand for dining out, foodservice marketers face a multifaceted challenge that can't be met with a single solution. Locations must balance digital-marketing tools like search engines, social media, and loyalty platforms with more old-school methods that get them out in the community, meeting potential guests and regulars. What is the most effective balance to strike?

Most eateries, including three in five restaurants, market themselves on social media. Restaurants were also significantly more likely than the on-site segment to cite community involvement, though on-site venues host local events just as often.

We asked operators: “In the past year, what has been your most successful marketing initiative?”

“We get almost instant success when we run a text message special to our rewards club.” - an owner of a fast-casual restaurant in the Northeast

“Yelp reviews and owning the rights to our name on Google and Apple Maps searches.” - an owner of a B&I facility in the West

“For us it was veggie dogs, which we advertised in vegan magazines and on targeted websites. It exceeded our expectations and set us up for return customers.” - an owner-operator of a quick service restaurant in the West

Content courtesy of Unilever Food Solutions

Source:

Datassentials – Local-Store Marketing – September 2022