Successful Restaurant Websites

We love hearing new ideas for low cost restaurant website promotion. This article from Entrepreneur.com isn’t aimed exclusively toward restaurants, however the marketing recommendations it presents are highly relevant.  It discusses 21 low-cost ways for businesses to promote their website including blogs, loyalty programs, utilizing existing customer data, surveys, social networking and more.  An example:

Compete, then repeat
When Green Tango was a finalist for a local newspaper’s “Best Salad” designation, the Maupins didn’t waste any time spreading the word: They immediately sent out an e-mail blast to their customers. Dorman says it’s a good idea to enter contests sponsored by media, industry associations, and other organizations. A win gives you something to publicize to the community or industry and something new to communicate to your customer base.

Definitely worth a read!

Get Noticed

In this restaurant review from the U.K., the critic spends more time discussing the restaurant’s website than the experience of the restaurant.   While we don’t know a thing about this reviewer or the restaurant, the comments represent some of the same frustrations we hear from many U.S. customers about the quality of restaurant websites and the perceptions they reinforce.

“Why are the websites of independent restaurants invariably so mediocre? They are often scant, unreliable and, in some cases, non-existent. These days, though, it seems like commercial suicide for a restaurateur to skimp on their establishment’s online presence. It makes it seem as if they are trying to hide something or are so unenthused by what they offer that they can’t even be bothered engaging a 19-year-old named Kevvo to come round and set the thing up.”

Do you think this is harsh criticism to level against a small independent restaurant or does the reviewer make some valid points?

Restaurant Review (Times Online UK)

FoodbuzzSD, which covers the San Diego food scene, discusses what a website says about a restaurant.  I think it’s these individual stories and anecdotes provided by her readers that really hit home the importance of a solid online presence.  They help demonstrate the direct correlation between a website and the business a restaurant receives.

A verrrrrry interesting quote from a reader:

“I most certainly rely on a restaurant website. We go out to dinner every Friday night and I constantly search websites for menus, times, location so we can sample a new place each week. When they don’t post a menu or list times it gets taken off the list of potential places to eat.”

Yes, you read that right.   And I think it’s a more common sentiment than many restaurant owners think.  The fact is, some visitors to your website will completely rule out visiting your restaurant if you are not providing the information they want.   Crazy?  Not with all of the restaurants customers have to choose from.  What is so frustrating about this is not only that the information customers are looking for is so basic and simple for restaurants to maintain, but that the practice of not providing this information is the equivalent of closing your door in your customer’s face.   Just as many restaurants post a menu in the front window or in any other marketing, it should be included on your website as well.

What Does a Website Say About a Restaurant (FoodbuzzSD)

With all of our big talk about online marketing best practices and usability, we sometimes forget to talk about the ssssssexy side of web design, i.e. the VISUAL DESIGN! Abduzeedo provides a wonderful list of well-designed restaurant websites. While each site might not get everything right, it’s a formidable selection that can serve as inspiration for the look and feel of your website.

Looking at the group of websites, one thing I find baffling is the way some restaurants choose to use their homepage to talk about themselves as if they are writing a press release for I-don’t-know-what. I’m referring to phrases like “the food, service and atmosphere reflect and compliment today’s lifestyles where balance and experiences coexist.” Seriously? This type of writing is hardly unique to this website, but it must be stopped.

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The term “social media” refers to websites and web applications where people (and businesses!) interact.  If you think it might be strange or inappropriate for your restaurant to have a Facebook or Myspace page, think again.  A fascinating study by Cone has revealed that social media users want you to join in their social networking. 

“93% of Americans believe that a company should have a presence on social media sites and 85 percent believe that these companies should use these services to interact with consumers.”

If your business doesn’t utilize social media, you may be wondering how it could benefit you.  Basically, your online presence, including your website, online marketing and email campaigns are an extension of your restaurant’s customer service strategy.  With social media, you can enhance your customer service, transforming it into a dialogue with your customers.  It’s also a fantastic way to promote yourself and distribute special offers to a trusted, interested network of friends and customers. Read the rest of this entry »

You’re probably hearing from many sources (present company included) about how restaurants need to create an ongoing dialogue with customers using an email newsletter.  However, we often fail to point out how to get those customers to join your email list in the first place!  AWeber presents some simple, practical suggestions for building your email newsletter audience.

“ In previous articles on restaurant marketing, we’ve floated a number of content ideas for your emails, like sending birthday emails and giving a behind-the-scenes look at your chef and kitchen.

The thing is, these ideas (and others that we’ll continue to publish here) don’t do much good if you don’t have any potential diners to send to!

Just as with any other business, a restaurant’s email marketing campaign has to start by getting subscribers.”

So where/how can restaurant owners build their lists?

Restaurant Marketing: 5 List Building Ideas (AWeber)

We checked out a new website builder called LetsEat.at which enables restaurants to build their own website quickly and simply, much like setting up a blog.  The visitor simply chooses a theme and enters in their restaurant information such as contact details, photos, directions, menu, etc.  The site can go live in a matter of minutes.

Things we like:  The site is mobile friendly and search engine optimized. It walks you through the website creation process step by step, gathering relevant restaurant information such as credit cards accepted, hours, and directions.  Knowing how many restaurants tend to omit critical information about themselves on their websites, this format is quite helpful.  It’s also a clean, consistent layout.  The contact us form, coupon creation and the image gallery are great features as well. 

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