Restaurant Marketing: Insights from the Restaurant Rockstars Podcast

Getting Started with Restaurant Marketing

Roger kicks off a recent podcast episode with Court Allam discussing the importance of restaurant marketing, a crucial topic for every restaurant operator. Court shares his unique hospitality backstory: from being a high school teacher and football coach to mastering social media and restaurant marketing over the past decade.

Building a Robust Restaurant Marketing Strategy

Court’s journey began ten years ago with an Indian restaurant, where he learned the importance of storytelling and passion in food through making videos. His mantra became about getting “butts in seats” rather than just chasing likes and shares. The key? Building a database and implementing a solid lead generation and sales funnel.

When the pandemic hit, many restaurants struggled to bring in customers, but those with robust email lists managed to stay engaged with their audience. This experience highlighted the importance of having a sales system and lead generation process in place.

The Evolution of Digital Marketing

Roger reminisces about his own restaurant career and the old-school ways of marketing, such as email captures and bi-weekly newsletters. While these methods were effective back then, the landscape has evolved with digital marketing taking center stage. Roger and Court discuss the modern challenges restaurant owners face, particularly time constraints and the inundation of social media.

Harnessing Social Media Platforms

Court emphasizes the power of Instagram and TikTok for restaurant marketing. Engaging staff members, especially Gen Z employees, in creating fun, trendy content can set a restaurant apart. He shares a personal anecdote of a restaurant where staff members made TikTok videos on their own pages while wearing the restaurant’s apparel. The solution? Have them create content for the restaurant’s official page.

Roger and Court touch on the importance of raw, unpolished content that captures attention. Whether it’s a messy burger bite or customers having fun, these authentic moments resonate with audiences.

User-Generated Content and Contests

Roger shares a successful promotional strategy from his restaurant days: a photo contest with retail merchandise. Customers submitted creative photos wearing the restaurant’s apparel, resulting in increased brand visibility and customer engagement. Court agrees, noting that user-generated content and involving customers in promotions can significantly boost a restaurant’s marketing efforts.

Loyalty Programs and VIP Clubs

Court discusses the limitations of traditional loyalty programs and the shift towards owning an audience rather than renting one. Building a database through loyalty programs that offer genuine value, such as seamless email and phone number capture, is essential. He shares insights into creating effective loyalty programs that focus on high-interest, good-margin items—termed as “cash cows.”

Roger expands on the concept of a VIP club, sharing his experience with a successful Mug Club where members enjoyed exclusive perks like skipping lines and free covers for live events. This sense of exclusivity and special treatment turns customers into brand ambassadors.

Subscription Models and Recurring Revenue

Court introduces the innovative concept of restaurant subscription models, inspired by Panera’s Unlimited Sip Club. He explains how recurring revenue models can generate stable income for restaurants, even without daily in-person visits. Restaurants can offer exclusive deals and experiences to subscribers, creating a real VIP club that adds significant value.

Tracking and Analytics

Effective marketing strategies require data-driven decisions. Court highlights the importance of tracking customer engagement, redeeming offers, and visitor frequency. Analyzing this data helps restaurants double down on what works and refine what doesn’t, ultimately driving better results.

Marketing Planner and Creative Content Ideas

Court unveils the 365 Restaurant Marketing Planner— a comprehensive guide offering daily marketing ideas for the entire year. By planning and scheduling posts, restaurant owners can ensure they never miss important food holidays or promotional opportunities. The planner balances showcasing people, process, and products to create engaging and diverse content.

Conclusion

In this enlightening episode, Roger and Court bring to life innovative marketing strategies that can transform how restaurants engage with their customers. From leveraging social media and creating VIP clubs to implementing subscription models and using data analytics, these insights offer a holistic approach to boosting a restaurant’s profitability and customer loyalty.

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