Make it simple

“Avoid inundating your mobile customers with text and slow-loading pictures. Mobile shoppers are looking for simple solutions that they can act on quickly, so keep your messages short. Even in these days of “all you can eat” data plans, many users are still paying for every byte they download…”

Market by text

“Your customers are your community. SMS marketing is designed to generate an immediate response from them. People carry their mobile phones all the time, so keep in touch with them by offering an opt-in text messaging system to let them know about special deals and menu items…”

Bringing it all together

“Mobile marketing is not an island; today it’s all about the multi-channel approach. To most effectively communicate with your current and prospective customer base, integrate your mobile marketing strategy with traditional printed posters, menus, ads and other aspects of online and email marketing…”

Selling Pizza by cell

1. To generate awareness, exposure and extend your brand.

Your website lets people know who you are and gives potential customers a feel for your restaurant, menu and atmosphere. You also have the opportunity to demonstrate to customers why your restaurant is the right choice for them. Remember, first impressions count. A smart, simple design will help you convey the professional-yet-appealing image you want.

You have options when it comes to creating a website. The least expensive method is to (of course) do it yourself. With some software, a reference guide or two, and your dedication, a person with basic computer skills can have a simple website up within a week or less. You may also decide to use a single provider who can handle everything from domain registration and renewal to hosting, site design, development and maintenance. Be sure to ask them if they use search Engine Optimization best practices when they build their sites and if they will help improve the search results placement of your site once it launches.

2. To provide basic information such as hours of operation, payment methods, and location.

While you most likely aren’t available 24 hours a day to answer these questions, your website, aka your ‘virtual storefront,’ is always there to address visitors’ questions.

3. To enhance your competitive advantage.

There is a good chance that other restaurants in your area have websites and are luring your potential business because they can be found more quickly. Many potential customers like to “comparison shop,” researching several restaurants online before making a decision about where to eat. Without a web presence, your restaurant may no longer be considered an option for them. You may also miss out on being listed in local online directories that feature your competitors.

Before building your website, it is a good idea to check out what your competitors are doing online. It’s a great way to get inspiration and ideas and think about ways that you can differentiate yourself.

4. To improve internal efficiency and customer service.

Does your staff repeatedly get bombarded by the same requests over and over again? A great way to cut down on time spent fielding issues is to publicize that information on your website. Rather than having a potential customer call for driving directions to your restaurant, they can be downloaded by the customer from your website, saving time and hassle for both your staff and the customer.

5. To promote products or services.

Many restaurants offer products or catering services in addition to their general restaurant operations. But many of your customers don’t know this! Assign prominent areas of your website to address the full breadth of your restaurant’s offerings and you will build greater awareness and generate more business.

6. To publish timely content such as events or promotions.

What do customers love? They love a good deal or promotion. When you publish simple promotions, such as a downloadable coupon on your website, it keeps your restaurant at the top of your customers mind, and keeps them coming back.

7. To serve the press.

In addition to serving customers, your website functions as a public relations tool. With tight press deadlines, media professionals writing about your restaurant need things like high-quality imagery and text about your restaurant. By making this information available on your website, you can make lives easier for the press and increase your chances of free media publicity.

8. To build a relationship with customers.

A website is a great place for capturing customer feedback through comments and surveys. In addition, a clean website with regularly updated content and promotions is a place where customers return again and again – just like they will return to your restaurant. You can cultivate and maintain a one-on-one trusting relationship by publishing a regular email newsletter that offers unique, interesting content and special deals to your subscribers.

9. To save you money.

Having an online presence 24 hours a day is less expensive than printed advertising, TV Spots, mailers and nearly any other form of promotion. And unlike the aforementioned materials, websites can be updated as often as you like. The only type of promotion you’ll need once your website is launched is…promoting your website!

10. To increase your business.

Despite economic difficulties, customers still are going out to eat. They are just being more careful and analytical in their restaurant selection.

As you may realize, a website is not something that you simply publish online and then ignore for several years. The Internet is ever-evolving and new opportunities, from online and mobile ordering to more sophisticated marketing ideas come up almost daily that can benefit your business. It will benefit you in the long run to invest in your restaurant’s online presence and keep tabs on innovations and trends in restaurant website design.

“ 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)

1. Introduce your staff. Many of your staff have interesting outside interests, hobbies or training. Did your cooks attend a culinary program? What are their favorite menu items? How long have they been with your restaurant? Having an area of your newsletter dedicated to personnel is also a great chance to introduce a new staff member or promote job openings.

2. Read any good books lately? Chances are, your email newsletter subscribers are just as interested in food as you are. Share books or articles with them that are guaranteed to be of interest. For example, if you run a regional Italian restaurant and a new cookbook is published featuring recipes from that region, let subscribers know about it. It reinforces your expertise in the cuisine and can increase customers’ appreciation of it as well.

3. Share a seasonal recipe. Your email newsletter may only go out several times a year. Showcase a recipe for a simple, seasonal cocktail or dish created by your restaurant. Don’t forget to include photos!

4. Sell your products. More than 57% of family dining restaurants offer retail items for sale. Increase profits by providing a link to purchase directly from your email newsletter. Subscriber-only discounts on these products also have great appeal to readers.

5. Photos. Email newsletter readers devour photography – even moreso when those photos depict people. Include photographs of large parties or events you’ve hosted in your newsletter. This can also help to promote your restaurant’s catering or event services. You can even include a “regulars” feature where you include snapshots of your favorite regular customers.

6. Coupons and discounts. Let’s be honest. The main reason customers subscribe to an email newsletter is the promise of special deals. By offering them exclusive discounts and VIP treatment, customers will look forward to your newsletter and keep coming back to your restaurant.

7. Philanthropic work. The restaurant industry is one of incredible generosity, with many restaurants helping the community in ways their customers might not even know about. Note your participation in programs such as Share Our Strength or contributions to local food banks. You may even help attract more volunteers in the process.

8. Ask customers questions. Why should you do all of the talking? Your customers are a source of valuable information and offering a poll or survey in your email newsletter is a simple way to tap into their opinions and tastes. You may even ask them what they’d like to see more of in your email newsletter!

9. Answer customers’ questions. Solicit questions and feedback from your customers. They may have questions about your food, the history of your restaurant, or other insights that you can respond to as part of a regular newsletter feature. This transforms your email newsletter from a one-way communication channel to a regular dialogue between you and your customers.

10. Promote environmental consciousness. According to the National Restaurant Association, 62% of adults are likely to make a restaurant choice based on how environmentally friendly a restaurant is. A brief article on how you are making your restaurant more environmentally friendly is always attractive to customers.

1.What is working well with you current website? What isn’t working so well? Identify the best and worst aspects of your current website.

2.What goals are you trying to accomplish with your current website? Are you succeeding?

3.What three things do you want your website visitors to know about your restaurant?

4.Who is visiting the site currently? What do you know about them?

5.Who do you want to visit your website? Describe them.

6.How do visitors currently arrive at your website? If they arrive through a search, what keywords do they use?

7.What are the most frequent questions or concerns you hear from customers in your restaurant? How can you address these better on your website?

8.What makes you different from your competitors? What do you like and dislike about your competitors’ websites?

9.What information would you like to share with your customers on a regular basis?

10.How can you attract more new and existing customers to your website?