Decoding Restaurant Marketing: Key Insights from Industry Experts

Welcome to a deep dive into the world of restaurant marketing, where we unpack the key takeaways from our latest Hospitality Hangout episode, Crave to Conquer: Unleashing the Secrets of Restaurant Marketing | Season 9, Vol. 14. In this post, we'll explore the challenges and opportunities restaurants face in the digital age. We're drawing insights from two industry powerhouses: Joe Reinstein of the Digital Restaurant Association and Karim Webb, a Buffalo Wild Wings franchisee and social equity champion. From navigating third-party marketplaces to leveraging guest feedback and embracing social advocacy, we'll cover it all. Get ready to transform your restaurant's marketing strategy!

Meet the Experts: Joe Reinstein and Karim Webb

Before we delve into the nitty-gritty, let's introduce our expert voices. Joe Reinstein is the Executive Director of the Digital Restaurant Association (DRA), an organization dedicated to helping restaurants thrive in the digital landscape. Joe's mission is to empower restaurants with the knowledge and tools they need to maximize profitability and growth online. His work with the DRA puts him at the forefront of technological innovation and policy advocacy within the restaurant industry.

Karim Webb brings a unique perspective as a Buffalo Wild Wings franchisee and a Principal at Webb Investments. Beyond his business ventures, Karim is deeply involved in social equity initiatives, serving on the boards of the Airport Commissioners/LAX, California Community Foundation, and EveryTable. His experience as a franchisee gives him a firsthand understanding of the challenges small business owners face in an increasingly competitive market. Karim’s commitment to social advocacy adds another layer to his insights, highlighting the importance of community engagement and values-driven marketing.

The Digital Restaurant Association's Role in Modernizing Restaurants

The Digital Restaurant Association plays a pivotal role in guiding restaurants through the complexities of the modern digital world. The DRA focuses on several key areas to support restaurants:

• Advocacy: The DRA actively advocates for public policies that benefit restaurants in the digital age. This includes lobbying for fair regulations and promoting policies that foster innovation and growth.
• Education: The association provides educational resources to help restaurants understand and leverage digital technologies. This includes webinars, workshops, and guides on topics like online ordering, delivery, and digital marketing.
• Technology Solutions: The DRA connects restaurants with technology providers that offer solutions tailored to the industry's needs. This includes software for managing online orders, optimizing delivery routes, and analyzing customer data.

The DRA's holistic approach ensures that restaurants have the support they need to adapt to the ever-changing digital landscape. By providing advocacy, education, and access to technology, the DRA empowers restaurants to compete effectively and thrive in the modern market.

Karim Webb's Perspective: Franchisee, Advocate, and Social Equity Champion

Karim Webb's multifaceted experience as a franchisee, advocate, and social equity champion offers a unique perspective on the restaurant industry. As a Buffalo Wild Wings franchisee, Karim understands the day-to-day challenges of running a restaurant and the importance of adapting to changing customer expectations. His insights are invaluable for small business owners looking to navigate the complexities of the modern market.

Karim's commitment to social equity adds another layer to his perspective. He believes that restaurants have a responsibility to give back to their communities and create opportunities for marginalized groups. This includes supporting local suppliers, hiring diverse staff, and implementing social programs that benefit the community. Karim's advocacy for social equity aligns with a growing trend of consumers who are looking for brands that align with their values.

Karim’s work with Webb Investments, a firm focused on supporting and investing in community-based businesses, further amplifies his commitment to fostering economic opportunities in underserved areas. His dedication to empowering entrepreneurs and promoting social change makes him a powerful voice in the restaurant industry.

Third-Party Marketplaces: Navigating the 'Pay-to-Play' Landscape

Third-party marketplaces, such as Uber Eats, DoorDash, and Grubhub, have become essential for many restaurants. These platforms offer restaurants access to a vast customer base and provide a convenient way for customers to order food online. However, these marketplaces also come with challenges, including high commission fees and a loss of control over the customer experience.

Joe Reinstein describes these platforms as "pay-to-play marketplaces," where restaurants need to invest to be noticed. This means paying for premium placement, running promotions, and offering discounts to attract customers. While these investments can drive sales, they can also eat into profit margins.

To navigate this landscape effectively, restaurants need to adopt a strategic approach:

• Experiment and Test: Restaurants should experiment with different strategies on third-party platforms to see what works best for their brand. This includes testing different promotions, menu items, and pricing strategies.
• Optimize Listings: Restaurants should optimize their listings on third-party platforms to ensure they are visible to potential customers. This includes using high-quality photos, writing compelling descriptions, and highlighting key menu items.
• Negotiate Fees: Restaurants should negotiate commission fees with third-party platforms to reduce costs. This may involve committing to higher order volumes or offering exclusive promotions.
• Build a Comprehensive Online Ordering System: Restaurants shouldn't rely solely on third-party platforms. They should also develop their own online ordering system to capture direct orders and build customer loyalty.

By taking a strategic approach to third-party marketplaces, restaurants can maximize their benefits while minimizing their costs. This includes understanding the dynamics of these platforms and investing wisely to attract customers and drive sales.

Guest Feedback Marketing: Turning Reviews into Opportunities

In the digital age, online reviews have become a crucial factor in shaping consumer perceptions of restaurants. Platforms like Yelp, Google Reviews, and TripAdvisor provide customers with a platform to share their experiences, and these reviews can significantly impact a restaurant's reputation and bottom line.

Guest feedback marketing involves actively monitoring and responding to online reviews to improve customer satisfaction and build brand loyalty. This includes:

• Monitoring Reviews: Restaurants should regularly monitor online reviews to stay informed about what customers are saying about their experiences.
• Responding to Reviews: Restaurants should respond to both positive and negative reviews in a timely and professional manner. This shows customers that their feedback is valued and that the restaurant is committed to providing excellent service.
• Addressing Concerns: When responding to negative reviews, restaurants should address the specific concerns raised by the customer and offer a solution to resolve the issue.
• Highlighting Positive Feedback: Restaurants should highlight positive feedback to showcase their strengths and attract new customers. This can include sharing positive reviews on social media or featuring them on their website.

By actively engaging with guest feedback, restaurants can turn negative experiences into opportunities to improve their service and build stronger relationships with their customers. This proactive approach demonstrates a commitment to customer satisfaction and can help build a positive online reputation.

Social Advocacy Marketing: Building Brand Values and Community Engagement

Social advocacy marketing involves aligning a restaurant's brand with social causes and engaging with the community to make a positive impact. This can include supporting local charities, promoting sustainable practices, and advocating for social justice issues. Social advocacy marketing resonates with consumers who are increasingly looking for brands that align with their values.

To effectively implement social advocacy marketing, restaurants should:

• Identify Relevant Causes: Restaurants should identify social causes that align with their brand values and resonate with their target audience.
• Support Local Charities: Restaurants can support local charities by donating a portion of their profits, hosting fundraising events, or volunteering their time.
• Promote Sustainable Practices: Restaurants can promote sustainable practices by reducing waste, using eco-friendly products, and sourcing ingredients locally.
• Advocate for Social Justice: Restaurants can advocate for social justice issues by speaking out against discrimination, supporting marginalized groups, and promoting equality.

Karim Webb emphasizes the importance of restaurants giving back to their communities and creating opportunities for marginalized groups. By aligning their brand with social causes, restaurants can build a loyal customer base and make a positive impact on the world. Social advocacy marketing is not just about doing good; it's also about building a strong, values-driven brand that resonates with consumers.

Key Takeaways and Actionable Insights for Restaurants

Here's a summary of the key takeaways and actionable insights for restaurants looking to thrive in the modern marketing landscape:

• Embrace Digital Transformation: Restaurants need to embrace digital technologies to stay competitive. This includes developing a strong online presence, leveraging third-party marketplaces, and engaging with customers online.
• Prioritize Guest Feedback: Restaurants should actively monitor and respond to online reviews to improve customer satisfaction and build brand loyalty.
• Invest in Social Advocacy: Restaurants should align their brand with social causes and engage with the community to make a positive impact.
• Focus on Customer Experience: Restaurants should focus on providing exceptional customer experiences both online and offline. This includes offering personalized service, creating a welcoming atmosphere, and delivering high-quality food.
• Stay Agile and Adaptable: The restaurant industry is constantly evolving, so restaurants need to stay agile and adaptable to changing customer expectations and market trends.

By implementing these strategies, restaurants can position themselves for success in the ever-changing digital landscape and build a strong, sustainable business.

Conclusion: Embrace Change and Thrive in the Evolving Restaurant Industry

The restaurant industry is in a constant state of flux, driven by technological advancements, changing consumer preferences, and evolving social values. To thrive in this dynamic environment, restaurants must embrace change, adapt their marketing strategies, and focus on building strong relationships with their customers and communities. As we discussed in this blog post, and in our Crave to Conquer episode, by navigating third-party marketplaces strategically, leveraging guest feedback, and embracing social advocacy, restaurants can position themselves for long-term success. The insights from Joe Reinstein and Karim Webb provide a valuable roadmap for restaurants looking to navigate the complexities of the modern marketing landscape and build a thriving business that makes a positive impact.

Episode Credits and How to Listen

Thanks for joining us on this journey into the world of restaurant marketing! Don't forget to listen to the full episode, Crave to Conquer: Unleashing the Secrets of Restaurant Marketing | Season 9, Vol. 14, for even more insights and expert perspectives.

Episode Credits:

• Produced by: Branded Hospitality Media
• Hosted by: Michael Schatzberg, Jimmy Frischling
• Producer: Julie Zucker
• Creative Director: Adam Levine
• Show Runner: Drewe Raimi
• Post Production: Three Cheers Creative

www.thehospitalityhangout.com