With over three years at First Table and 300,000+ table bookings under his belt, Harley Cawkill, our 'Data and ads guy', is a bit of a guru when it comes to maximising restaurant table sales. Take a look at his top four marketing essentials that are a must-have for any restaurant.
It may seem like common knowledge in the restaurant sector, but investing in high-quality images is just non-negotiable. One shoot to net you dozens of great photos only costs $200 to $500, and within a matter of weeks you'll have made that back. That's why our top-performing establishments usually update their visuals every quarter or season.
To give you an idea of how significant this is: During their early days in New York, Airbnb paid for professional photography for its hosts because imagery was the leading factor in predicting how well a webpage converted visitors to customers. By appearing to offer the best stock in the market, Airbnb became the market leader they are today.
"Customer database" is a buzzword in the marketing industry today. But having a big list of emails doesn't help you grow - turning one-time guests into regulars does. So, use your reservation and POS systems (as well as First Table!) to grow your mailing list, and train your staff to ask for contact details at checkout. But once you have the list, don't waste it!
Ensure you regularly approach your audience with genuinely valuable offers, interesting content, or both. New menu announcements, loyalty offers, special "VIP" events and holiday weekend hours are all great opportunities to engage your database and get customers coming back for more.
One mistake that many restaurants make is treating social media and word-of-mouth as two separate processes, when they're really the same thing.
As a restaurant on Instagram, you'll find reliable growth by offering a visual appeal your guests want to associate with. They'll post photos of your venue or "tag" friends in posts, putting your venue in front of hundreds of new potential customers - all with their vote of confidence supporting you.
Lastly, when people talk about you online, make sure you repost their mentions of you onto your story. People LOVE a moment in the spotlight online, and are more likely to talk about you if they think you'll return the favour.
If you're a hospitality organisation with a marketer servicing five restaurants, then sure - you'll probably need digital advertising to win your ambitious revenue targets. You'll also have the resources in-house to constantly manage performance, analytics, ad creatives, and all the other bells and whistles.
But, as an independent running on lean margins, there are so many wins to get under your belt that cost you next to nothing (see the above tips), that it doesn't make sense to pour money into managing digital ads. At most, you could consider boosting your Instagram and Facebook posts and letting the algorithm do the legwork for you.
Implementing these marketing essentials can make a significant impact on the success of your business. Don't underestimate the power of visually appealing photos, effective use of customer data, and leveraging social media. By incorporating these strategies into your restaurant marketing plan, you can attract more customers and drive long-term growth.
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