Social Media and Consumer Discovery: Is Your Restaurant Brand Keeping Up?
Social Media and Consumer Discovery: Is Your Restaurant Brand Keeping Up?
The restaurant industry remains very competitive in 2021. Diners are constantly looking for new local restaurants “near them”, the best deals, and hidden gems. Even well-established restaurant brands can’t slack on their marketing efforts if they want to keep customers coming back and continue to win new customers. So what does this mean for your restaurant brand? Product discovery on social media is growing. If your restaurant brand wants to stand out in today’s digital-first world, a robust local presence on social media is a must. Throughout this blog, we’ll dive into how social media drives discovery and what your restaurant brand can do to compete on local social.Social Media Drives Discovery
The data speaks for itself:- Millennials and Gen Z are 99 percent more likely than Baby Boomers to use social media to choose a restaurant.
- 89 percent of U.S. diners are active on social media.
- 72 percent of diners have used Facebook to help choose a restaurant.
- 41 percent of diners have visited a restaurant solely because of positive social media feedback.
- Seeing friends engage or talk about local restaurants can lead to discovery.
- Social media’s emphasis on imagery helps drive discovery. If a potential diner can visualize the restaurant or food, it might be easier to grab their attention.
- Social platforms make it increasingly easier for businesses to feature their products and services online, leading to discovery.
- Consumers spend so much time on social media daily that it only makes sense for them to discover there.
Social Media and the Restaurant Industry: The Basics
So what exactly does your restaurant brand need to do on local social to attract potential customers where they’re already spending time?Step 1: Claim All Stores’ Local Social Pages
First, your restaurant brand should ensure it has all of its local social pages claimed. Each restaurant location should have its own social media page across platforms. Of social brand engagements, 3 out of 4 happen locally, making local pages a must.Step 2: Update Local Pages with Location-Specific Information
Once the social media pages are claimed, you can start thinking about the information your restaurant brand will include on the page and the type of content to share. It should go without saying, but your local social pages should include all of your most updated and accurate local business information. From hours of operation to your address and phone number, consumers should be able to find all of your restaurant’s business information on its local social page.Step 3: Share Localized Content
When it comes to content, localized content is king. Localized content receives 12x the engagement than content that is not considered localized. For restaurants, localized content can come in many shapes and forms. Localized content can include, but is not limited to:- Menu changes at your local restaurant or weekly specials
- Photos of your most ordered food items
- User-generated content like customer testimonials or positive reviews
- Photos of local staff
- Current promotions or deals your local restaurant offers
- Updates to hours of operation, curbside, and takeout