Restaurant Marketing (During the Coronavirus)
Originally posted on LinkedIn as an article.
Some of the places most immediately impacted by the Coronavirus are restaurants. Working in marketing and running an agency I have been trying to find a way to help people who may need social media assistance during this time in hopes of minimizing their profit loss as everyone’s daily patterns are adjusting.
I put together a few tips I think might help restaurants from a marketing perspective. We have done some of these things with previous restaurant clients and saw success.
With so many people having to work from home, and overstocking on food, people are going to still be ordering from restaurants to pick up or have meals delivered. So here are a few things I would suggest to start this week if you are a restaurant owner. If you have never posted on your instagram account (or if you don’t have one - create one!) I would still do these things***
Make an initial post that you are still open clarifying what you are offering and if you have made changes. Maybe change the menu some so you can sell and make items faster for your drive through, delivery, and take out. I would boost this post for $20 to your most immediate area. Maybe a 10-15 miles radius of your location boosted from Monday to Friday. Put in your main demographic, age, interests, etc. If this overwhelms you, just boost to your immediate area to people who are similar to your page (you will see this option!).
Like hashtags relevant to your area! I mean, tons of them. If you go to the explore page on IG and search for as an example #orangecountyfood you will see thousands of pictures. Click “recent” and like 10-15 pictures per hashtag that you search. You want people knowing you are open and what you are offering and this is basically an online cold call by liking their picture. Get as location-specific as you can.
If you already have a following now may be a good time to try exclusive deals with your loyal following and fan base by trying the “close friends” feature on Instagram. You get to pick who you want in that circle and only they can see it! In the past we have used the green circle for clients as a subscriber type list providing inside information and discounts. It builds huge brand loyalty and it can serve as a “member” or rewards program type of group. And people are not notified if they are added or taken away. Lots to explore here with this feature during this time and after!
If your budget can handle it, I would run a promo. “Free fries with every order” or create a “Quarantine Menu” or something like the “Binge Burger” with free Netflix fries (ok… this is genius lol). We are all literally in this together and acknowledging that is going to go a long way. Marketing is at its best when it is honest. So be honest, add comic relief, which will create a positive effect on us as consumers in the midst of all the mixed emotions online.
I am in no way trying to use this crisis as a marketing opportunity or to make light of it. But my favorite places to eat are currently being the most impacted by this so I thought I would try to offer my expertise in a way that may help small businesses! I hope these tips help!