Restaurant promotion on the Internet
Posted: Sat Dec 21, 2024 6:12 am
Promoting a restaurant is much more difficult now than it used to be. A huge number of establishments have appeared in a variety of price segments. Moreover, finding a niche in authenticity has also become noticeably more difficult. In large cities, there is a wide range of establishments serving Russian, Italian, Chinese and other national cuisines. For those same romantic dates, there are a ton of cozy restaurants.
However, there is still a chance to get ahead of competitors through more competent marketing promotion.
Of course, no advertising techniques will compensate you for strategic miscalculations - first of all, an unsuccessful choice of location. However, marketing savvy will allow you to squeeze the maximum out of the real opportunities available. Therefore, today we will analyze the important principles of promoting a restaurant on the Internet. They concern the features of web resource development, the nuances of advertising campaigns, as well as issues of general positioning.
Do people come to you for food or for the atmosphere?
It is very important to be aware of what motivates the majority of clients to come to you.
There are a large number of places that are only called "restaurants". In fact, this is a public catering, or even fast food. People come there to have a quick, tasty, inexpensive snack. For such establishments, the atmosphere is not as important as attractive promotional offers. Speed, simplicity, and self-service are honored here.
The ultimate goal of promoting such establishments is to sell food.
There are also elite restaurants. People go there to enjoy the atmosphere or to comply with protocol requirements. Entrepreneurs who discuss the conclusion of a multi-million dollar contract over a cup of expensive coffee clearly did not come to eat. There are also numerous establishments with a discreet romantic atmosphere. These are places where you will not be ashamed to propose to your beloved woman.
The ultimate goal of promotion here is different: to sell status, atmosphere.
Naturally, these marketing tasks cannot be solved in complete isolation from each other. Even the most unpretentious canteen will have to take care of at least the basic comfort of its visitors. In turn, status restaurants have to monitor the highest quality of their food, paying a lot of money to chefs. However, in the process of promotion, it is uae whatsapp number important to remember the primary task. Because it predetermines the semantic accents and design of advertising materials.
We sell food
There are a number of proven advertising techniques. They are used by such giants as McDonald's and Burger King. By the way, we wrote a detailed article about the marketing war of these companies.
Here are these simple and well-known marketing tricks from the consumer’s point of view:
Coupons and promo codes - give a discount on food from you and distribute information about it as much as possible, both through your own advertising channels and on partner sites. It is clear that everything is included in the price, not at a loss to yourself.
Sets - make it as profitable for the user to purchase several products at once. "Hmm...What's the point of buying a cola for 100 rubles if you can buy a set for 200?" the consumer looking for a benefit thinks and makes a purchase. In fact, this line of thought was predicted by marketers.
Enticing delicacy (locomotive product) - you sell delicious ice cream almost at cost price, actively advertising it. But where there is a burger, there is a cola. In addition, when you come to the establishment, you think: "Since I came in, I need to eat my fill so I don't have to cook dinner." And you stock up to the full. But it all started with a modest burger for 60 rubles or almost free ice cream.
However, there is still a chance to get ahead of competitors through more competent marketing promotion.
Of course, no advertising techniques will compensate you for strategic miscalculations - first of all, an unsuccessful choice of location. However, marketing savvy will allow you to squeeze the maximum out of the real opportunities available. Therefore, today we will analyze the important principles of promoting a restaurant on the Internet. They concern the features of web resource development, the nuances of advertising campaigns, as well as issues of general positioning.
Do people come to you for food or for the atmosphere?
It is very important to be aware of what motivates the majority of clients to come to you.
There are a large number of places that are only called "restaurants". In fact, this is a public catering, or even fast food. People come there to have a quick, tasty, inexpensive snack. For such establishments, the atmosphere is not as important as attractive promotional offers. Speed, simplicity, and self-service are honored here.
The ultimate goal of promoting such establishments is to sell food.
There are also elite restaurants. People go there to enjoy the atmosphere or to comply with protocol requirements. Entrepreneurs who discuss the conclusion of a multi-million dollar contract over a cup of expensive coffee clearly did not come to eat. There are also numerous establishments with a discreet romantic atmosphere. These are places where you will not be ashamed to propose to your beloved woman.
The ultimate goal of promotion here is different: to sell status, atmosphere.
Naturally, these marketing tasks cannot be solved in complete isolation from each other. Even the most unpretentious canteen will have to take care of at least the basic comfort of its visitors. In turn, status restaurants have to monitor the highest quality of their food, paying a lot of money to chefs. However, in the process of promotion, it is uae whatsapp number important to remember the primary task. Because it predetermines the semantic accents and design of advertising materials.
We sell food
There are a number of proven advertising techniques. They are used by such giants as McDonald's and Burger King. By the way, we wrote a detailed article about the marketing war of these companies.
Here are these simple and well-known marketing tricks from the consumer’s point of view:
Coupons and promo codes - give a discount on food from you and distribute information about it as much as possible, both through your own advertising channels and on partner sites. It is clear that everything is included in the price, not at a loss to yourself.
Sets - make it as profitable for the user to purchase several products at once. "Hmm...What's the point of buying a cola for 100 rubles if you can buy a set for 200?" the consumer looking for a benefit thinks and makes a purchase. In fact, this line of thought was predicted by marketers.
Enticing delicacy (locomotive product) - you sell delicious ice cream almost at cost price, actively advertising it. But where there is a burger, there is a cola. In addition, when you come to the establishment, you think: "Since I came in, I need to eat my fill so I don't have to cook dinner." And you stock up to the full. But it all started with a modest burger for 60 rubles or almost free ice cream.