Reignite your enthusiasm, find the niche that’s right for you, and boost your visibility without breaking the bank!

Recorded live from the main stage at Maine-Stay 2023–you’ve got a front-row seat to Luke’s insightful discussion on maximizing your marketing impact without breaking the bank. From traditional methods to cutting-edge digital solutions, Luke unpacks a diverse array of strategies designed to elevate your business’s visibility and drive growth.

Be prepared to take notes as Luke delves into topics such as common marketing tactics, budget-friendly technology solutions, untapped platforms, and the DIY power of “the free stuff.” Whether you’re a seasoned entrepreneur or a budding business owner, “Do the Free Stuff First” is brimming with actionable insights to reignite your enthusiasm and propel your brand to new heights.

Ready to revolutionize your marketing approach and unlock untapped potential—all without emptying your pockets? Let’s embark on a journey to supercharge your marketing efforts, affordably!

Also available as a three-part podcast series.
Listen to “Do the Free Stuff First” on-the-go, at the office, or in the kitchen with Episode 74!
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Luke, the Chief Marketing Officer at Dennis Food Service and a seasoned marketing expert, shares invaluable insights drawn from his wealth of experience.

Recorded live from the main stage at Maine-Stay 2023, this episode offers a front-row seat to Luke’s insightful discussion on maximizing your marketing impact without breaking the bank. From traditional methods to cutting-edge digital solutions, Luke unpacks a diverse array of strategies designed to elevate your business’s visibility and drive growth.

Join us as Luke delves into topics such as common marketing tactics, budget-friendly technology solutions, untapped platforms, and the DIY power of “the free stuff.” Whether you’re a seasoned entrepreneur or a budding business owner, this episode is brimming with actionable insights to reignite your enthusiasm and propel your brand to new heights.

Ready to revolutionize your marketing approach and unlock untapped potential—all without emptying your pockets? Dive into episode 74 and embark on a journey to supercharge your marketing efforts, affordably!

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Available as a video with slides and captions.
Dive deeper into “Do the Free Stuff First” with the keynote presentation video.
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Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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By Luke LaBree
CMO, Dennis Food Service

Foreword

I’m a father and a traveler. I’ve been a restaurant dishwasher, waiter, maintenance worker, and even a touch-screen order system installer (my favorite part of that job was wiring the network connections.) I’m the son of a country store-owning mother and a lifelong food service industry father. I started a website design company and began working to promote local businesses while I was still in high school. I’ve spent the past two decades as a branding and marketing professional, nearly a quarter of which has been for an employee-owned food service distributor. I’m a native of Maine, and I not only enjoy the bountiful wilderness, coast, culture, and local cuisine New England has to offer, but I also recognize the seasonal windows our local businesses work within to attract new customers.

The image of a hungry family traveling through scenic New England perfectly captures “Decision to Dine” season. I used multiple AI-powered image generation tools and manual techniques to create it. The need to use the manual skills that I’ve spent the past 30 years mastering–that I have built a career on–is quickly being replaced by what is essentially a poorly written incomplete sentence. I share all of this because few people are more uniquely qualified than me to step onto a soapbox in front of New England’s hospitality industry and shout, “Double-check your digital presence, update photos, menus, map listings, and links. Respond to reviews and put systems in place to create consistent content across your channels. Decision to Dine season is coming!”

Depending on your outlook, I offer one more introductory word of encouragement or warning. This is likely the last season that AI won’t be heavily involved in the customer’s journey to your door. There will be powerful AI incorporated into our phones by next season; within two seasons, nearly everyone will be using it. That AI has not only been “fed the internet,” it reads the internet just like a human, but faster and far more efficiently. So, I ask again, how well represented is your business on the internet?

These 15 strategies will help you win “Decision to Dine” season by increasing foot traffic and revenue using your digital presence to attract more travelers and tourists.

What is “Decision to Dine” Season?

“Decision to Dine” season spans from early spring to late summer and represents the season for many foodservice and hospitality establishments. I’m not discounting winter, there’s a decision time frame there too, but the successes of summer often establish offerings, strategies, and even bookings for other seasons. Either way, a prosperous season for many New England businesses intertwines with their ability to attract tourists and travelers within a specific window–when those potential customers are actively exploring dining and destination options.

A robust digital presence will significantly influence a customer’s decision to dine at your establishment and impact their potential to browse, reserve, book, or even see your business as an option in their search results and social feeds. Food and hospitality operations that update and showcase their new seasons with refreshed visuals, new and unique offerings, and content-based encouragement around location, brand, and atmosphere stand a far better chance of attracting traveling customers than those that don’t.

Optimize Your Online Visibility

When traveling or visiting an unfamiliar area, one of the first and most frequent things your potential customers do online is search for nearby food and dining options. In the internet age of search first, decide later, having a complete online presence that ranks well in search results is crucial during “Decision to Dine” season. Here’s how to optimize your online visibility:

1. 1. Verify accurate and up-to-date business information across digital properties

In the absence of a dedicated website, potential customers will rely heavily on third-party sites like Google, Yelp, and TripAdvisor to learn about your establishment. Claiming and updating your business listings on these platforms is essential to controlling the narrative and providing accurate operating hours, contact information, and menus. Unclaimed listings can become littered with outdated details and unflattering user-generated content, deterring potential diners.

1. 2. Tap into local SEO to rank higher in relevant location-based searches

Search engines like Google prioritize local results based on a user’s location and the relevance to the search. By optimizing your website and online listings with local keywords, geographic terms, and details about your cuisine and specialties, you increase your chances of ranking higher when travelers search for “restaurants near me” or “best seafood in [your town].”

To be clear, I’m not suggesting you use the term “restaurants near me” in your content. Rather, focus on specific terms that identify your business location and category, such as towns, streets, nearby destinations, cuisine category, best-selling items, etc.

1. 3. The role of search engines and review sites in the decision-making process 

Let’s face it, when we’re traveling or exploring a new area, we rely oh-so-heavily on web searches and “review and discovery” sites (Maps, Yelp, and TripAdvisor) to inform our choices. A well-maintained presence on these platforms, backed by managed reviews and enticing visuals, can sway a potential customer’s decision to visit your establishment over a competitor’s. Managing your online reputation and leveraging user-generated content can give you a significant edge during “Decision to Dine” season.

Showcase Your Brand’s Unique Essence

Your potential customer’s digital feeds are brimming with content aggressively vying for their limited time and attention. Having a website or a Facebook page is not enough – you need to showcase what makes your brand truly unique and captivating. During “Decision to Dine” season, travelers are bombarded by options. Here’s how to help your establishment stand out:

1. 1. Use compelling visuals to highlight your establishment’s ambiance, cuisine, and culture 

Visuals reign supreme in digital marketing. High-quality photographs and videos can transport potential diners into the heart of your establishment, whetting their appetites with mouthwatering imagery and immersing them in the ambiance that sets you apart. Don’t settle for stock – authenticity is key. Invest in a high-end smartphone to simplify capturing and sharing authentic images of your food, staff, and environment. Provide potential customers the opportunity to see for themselves and decide, “Does this look like the food I want?”… “Does this look like a place I would enjoy?”

1. 2. Share your brand story through authentic, behind-the-scenes content 

Every restaurant has a story to share – a tale of passion, dedication, the pursuit of culinary excellence, or the classic New England strategy of wicked-big portions. Share that narrative through engaging, behind-the-scenes content that pulls back the curtain and connects with your audience on a deeper level. From the sourcing of local ingredients to the kitchen camaraderie that fuels your operation, these authentic glimpses into your brand’s culture will work to lure diners seeking a genuine experience.

1. 3. Engage with customers and respond to reviews to build trust and loyalty

Make sure your reviews are on a two-way street; customers crave a two-way conversation with the brands they follow and frequent. By actively engaging with your audience, managing and responding to reviews (both positive and negative), and fostering a sense of community around your brand, you cultivate trust and loyalty that can sway the “Decision to Dine” in your favor. Remember, even a negative review can be an opportunity to showcase your commitment to customer satisfaction.

Capitalize on Social Media’s Influence

Social media has revolutionized how we discover, share, and engage with brands – with restaurants and food businesses contributing to a significant portion of the conversation. Why? Because hunger is a universal driving force. The tradeoff with social media is that it requires more of your time and active focus than updating a website or managing review and discovery sites. Making the time internally to leverage social marketing can make the difference between being overlooked and becoming the destination for someone’s next meal. Here’s how to leverage social media’s powerful reach to access more potential customers:

1. 1. Create a consistent and recognizable brand presence across social platforms

Consistency is key to building brand recognition and trust with your social efforts. Maintain a cohesive look, tone, and messaging across platforms like Facebook, Instagram, Twitter, and TikTok. Use consistent handles, profile pictures, and branded visuals to reinforce your identity. This unified presence is more professional and boosts the perception of quality and attention to detail across your entire operation. If your digital presence is sloppy, what is stopping someone from drawing that conclusion about your kitchen?

1. 2. Promote user-generated content to amplify your reach and credibility 

One of social media’s greatest strengths is its ability to harness content generated by other users. The authentic, unfiltered experiences shared by your customers can be highly effective marketing. Encourage diners to share their meals and dining moments by creating branded hashtags or running social media contests. Reposting and amplifying this “customer content” extends your reach and adds a layer of credibility that can sway the “Decision to Dine” in your favor.

Ready to run a contest? Use a free QR code on a table tent, menu, or poster to provide your customers with quick, convenient access to your message, contest rules, entry forms, social media accounts, and more.

1. 3. Start social media advertising strategies to target travelers in your area 

While organic social content may be the bread-and-butter of your digital marketing efforts, strategic paid advertising can give you a competitive edge during peak travel seasons. Platforms like Facebook and Instagram offer hyper-targeted advertising options, allowing you to serve enticing visuals and promotions directly to travelers within a specified geographic radius. These targeted campaigns can capture the attention of potential diners in the crucial “Decision to Dine” window.

Offer a Seamless Digital Experience

The high-speed, technology-driven experiences of the internet are now driving expectations in the real world; potential diners expect a seamless and convenient digital experience when researching and interacting with your brand. During the “Decision to Dine” season, removing friction from the customer journey can be the deciding factor that sets you apart. Here’s how to deliver a top-notch digital experience:

1. 1. Mobile-friendly and user-friendly website experiences are a must

A significant portion of the traffic heading to your current digital properties already comes from mobile devices, and that percentage increases dramatically during “Decision to Dine” season. This means that many potential customers only ever interact with your brand through a mobile device. Restaurant and hospitality websites must be optimized for seamless viewing and navigation on smartphones and tablets. Prioritize a clearly branded, responsive design that loads quickly and provides easy access to essential information like your menu, hours, reservations, and location. Today’s travelers are researching options on the go, meaning a frustrating mobile experience could cost you customers.

A mobile-friendly website doesn’t need to break the bank. Today’s DIY website platforms offer options to seamlessly format your website for smartphones–no coding required.

1. 2. It might be time for an online ordering and reservation system

5G networks provide near-instant search results. High-speed connectivity presents an opportunity for your business to meet the immediate needs of potential customers faster than ever. Offering online ordering and reservation options could add new revenue to your business during “Decision to Dine” season. Visitors appreciate the convenience of browsing your menu, placing an order for pickup or delivery, and reserving a table – all from their mobile devices. Incorporating digital tools that capture immediate consumer needs allows you to establish and engage new customers before they even walk through the door.

1. 3. Use geolocation and push notifications to engage nearby visitors 

Imagine being able to serve up a tantalizing promotion or featured special directly to a potential customer’s smartphone as they explore your area. Geolocation and push notification technologies enable this level of targeted, real-time engagement. By allowing users to opt-in to location-based notifications, you can capture their attention at the precise moment they’re making their decision, increasing the chances of drawing them to your establishment.

Measure and Refine Your Efforts

The digital landscape is evolving, and you should be too; it’s essential to continuously measure, analyze, and refine your efforts to ensure you’re effectively reaching and engaging potential customers during “Decision to Dine” season. You can fine-tune your strategies and maximize your impact by leveraging data and customer insights. Here’s how to stay ahead of the curve:

1. 1. Understand what’s working and what isn’t

From website traffic and social engagement to reach, views, and conversions, there’s a wealth of freely available data at your fingertips that can provide insights into the effectiveness of your digital efforts. Even occasionally reviewing key performance indicators (KPIs) across your various platforms can help you identify what’s working, what’s not, and where there’s room for improvement.

Keep the terms from tripping you up. Start small and work your way to more advanced analysis. Engagement = Likes, shares, and comments. A KPI could be the number of likes a post receives. Depending on your goal, the KPI will change.

1. 2. Collect customer feedback like cash in the bank 

While quantitative data is essential, consider the value of qualitative feedback from your customers. Actively solicit reviews, comments, and suggestions—both online and in person—to better understand their experiences and high vs low points. These insights can inform everything from menu tweaks to website enhancements, ensuring you consistently deliver an exceptional experience that keeps diners coming back.

Pro-Tip: The reviews of your competitors may reveal a consistent pattern of customer low points, which could be an opportunity for you to build a marketing message around.

1. 3. Evaluate and improve your digital efforts for maximum impact

Resting on your digital laurels is a surefire way to fall behind the competition. Commit to a mindset of continuous improvement and optimization. Regularly review your content, analytics, and customer feedback, as well as industry trends, and be prepared to adjust your efforts accordingly. Experiment with new platforms, content formats, and advertising approaches to keep your digital presence fresh, relevant, and more likely to capture attention during “Decision to Dine” season.

“Decision to dine” season is the most important time of the year for restaurants and hospitality businesses to attract and engage travelers and visitors.

By leveraging the power of a complete digital presence, you can influence customer decisions, stand out from the competition, and drive more traffic and revenue to your establishment.

Remember, optimizing your online visibility through search engines, review sites, and local SEO is the foundation for your digital success. From there, showcasing your brand’s unique essence through compelling visuals, authentic storytelling, and customer engagement cultivates the kind of emotional connection that resonates with potential diners.

Although social media can feel daunting and time-consuming, it is a critical piece of your complete digital presence. In addition to offering a creative outlet to showcase your brand, social media platforms give you access to user-generated content and the ability to execute targeted advertising campaigns. Your social efforts should also regularly reference and link back to your website and vice versa. Offering a seamless digital experience—from mobile-friendly websites to online ordering and location-based engagement—will be a deciding factor that secures a future visitor’s business.

There is no finish line for your digital marketing education and efforts. Continuously measuring, analyzing, and refining strategies based on data, customer feedback, consumer sentiment, and industry trends is essential to improving your work and maximizing your impact each season. And the time for impact is now.

By implementing the strategies I’ve outlined here, you’ll be well on your way to captivating travelers and visitors with your brand’s story, cuisine, and outstanding dining experience. Embrace the power of a robust digital presence and watch as your establishment becomes a must-visit destination during “Decision to Dine” season and beyond.

“This episode is perfect for small/medium independent businesses interested in creating a podcast.”

In this episode of Dennis Knows Food, we’re diving into the world of podcasting with Michael Mirarchi, a professional “toilet paper” salesperson, author, and returning guest. Joined by Samantha Hammond, and your host Luke LaBree, this conversation is honest and refreshingly frugal advice for a friend, which has been recorded for posterity.

This isn’t a how-to guide. Click here for that. This is a breakdown that incorporates real experience and dives deeper into what it means to have a podcast as a business. Discover the often-overlooked challenges of podcasting, such as finding your niche, maintaining consistency, growing and improving, and handling technical hiccups.

Michael Mirarchi returns as a continually fascinating guest, and shares his excitement about the potential benefits of podcasting for your brand, expertise, and revenue. “This is great advice… I’m sure other’s would benefit from this to.” And that’s exactly what’s we’ve done, turning a meeting on podcasting, into an episode of podcast insights.

It might “sound” easy but there are plenty of challenges, remember that podcasting is all about connecting with an audience and building a community around content you care about. Tune in to “Dennis Knows Food” for more interesting guest, food service insight, and small business marketing marketing tips. Subscribe on your favorite podcasting platform.

Hardware/Software/Audio Recording recommendations for podcasting that won’t break the bank!
The Best Budget Podcasting Stuff

Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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By Luke LaBree

In today’s internet-driven digital age, a strong online presence is essential for any business.

Yet, surprisingly, many restaurants and food-focused operations still operate without a dedicated website. By doing so, they unwittingly limit their potential reach and allow others to shape their brand’s perception online.

When your restaurant doesn’t have a website, potential customers will follow search results that often lead to user-submitted content, and they’ll use this unofficial content to form an opinion about your business. Yes, you may be broadcasting your brand on Facebook, Instagram, or even TikTok – which are all good ways to drive traffic – but these are still third-party platforms of which you’re only a user. In this short article, I hope to convince you of why it’s important to have a website even if you’re utilizing social media. Because let’s be honest, if you don’t have a website in 2023, you probably need convincing.

In the absence of a website, and excluding your social media efforts – more on that in a bit – potential customers rely heavily on reviews and photos posted by others to form an opinion about your business. Here’s an example of how that happens…

Joey’s Diner has a Facebook page. They post regularly and even respond to reviews, but that’s as far as they’ve taken their digital presence. Now, because Joey’s Diner is a real place with a phone number and physical address, you’ll find it on a map with a quick search. And if you can find it on a map, you can find it on a search engine, i.e., Google. This is where you start to lose control of your digital presence if you’re not paying attention.

The websites, apps, and services of the internet propagate themselves with relevant information that will help its users. Two of the most popular services in the foodservice industry are Yelp and TripAdvisor. These services want to deliver local results to their users, so they scour the internet and return the relevant businesses. For our example, let’s assume that Joey’s Diner is included among them. Since Joey’s Diner is only paying attention to Facebook, they are unaware of their “unofficial” business listings elsewhere. Listings that say “unclaimed” at the top and are littered with unresponded-to reviews, low-quality or unflattering photos taken by past customers, and even outdated menus or inaccurate contact information.

When your restaurant, café, c-store, diner, bakery, etc. has a website, you’re providing potential customers a direct link to your official brand presence. And while many people will still go to those third-party sites to dig deeper, your official website is there and ready 24 hours a day, 7 days a week, to present your brand’s story, values, and unique offerings with an authentic perspective. Yes, you should absolutely claim your business on “review and discovery” platforms like Yelp and Trip Advisor, but as influential as these platforms can be, they don’t paint a complete picture.

“But our Facebook page shows up on Google when you search for us.” Great. It should! Facebook has essentially become the Yellow Pages of the internet. But your Facebook page is not your business. It’s your business engaging on a platform. To put it another way, a Facebook page is to your business as a farmer’s market is to a farm. It’s where you engage a community, showcase offerings, and create followers who come back again and again to see what’s new. A Facebook page is certainly better than no online presence, but it still limits your potential reach to individuals on that platform. Just like the farmer’s reach is limited to the people who come to the market. A website welcomes all potential customers and ensures that your business is accessible to everyone.

Furthermore, social media platforms evolve, algorithms change, and the services themselves may come and go. Myspace? Google+? While undoubtedly beneficial, the ever-changing landscape of social media highlights the importance of diversifying your online presence. Relying solely on one platform or category of communication puts your business at risk. Having a website ensures that your customers can find you, regardless of the fate of any particular social media service. It is a wise investment that protects your business from unpredictable digital shifts.

Yes, it is an investment, but it won’t break the bank. In fact, building a website in 2023 is going to be a bigger mental investment than a financial one. We’ve come a long way from the early days of the internet, and much to the dismay of creative marketing agencies, building a basic website is no longer expensive and does not require coding expertise. Numerous online platforms provide straightforward tools and customizable templates that allow users to create a professional website with minimal effort. Platforms such as WordPress, Wix, or Squarespace offer intuitive interfaces, pre-designed layouts, and add-on features that cater specifically to business needs. The average price for these platforms is about $20/month and usually includes a free domain name. You, yes you, can easily knock out a professional-looking website in a few days with minimal resources.

Here’s a checklist of what you’ll need to make a basic restaurant website:

1. 1. Your business information, including address, phone number(s), and hours of operation.
   2. A paragraph or two of information about your establishment. This could be the history, the mission or vision, or just a brief welcome statement.
   3. Half a dozen photos, more if you choose. Be sure to include pictures from inside the kitchen, active/happy staff, plated food, the dining area, and any unique context that distinguishes your business from the competition. (Click here for more tips on restaurant photography.)
   4. And lastly, your menu, preferably with descriptions of your dishes/food.

That’s it. With these four things, you can build a website for your foodservice business. Restaurant websites do not need to be complex. Providing a few enticing photos, your location, contact details, and a copy of your menu is the foundation. Then, should you choose, you could include customer testimonials, videos, online reservation options, and even online ordering systems, enhancing the overall customer experience.

An authentic website instantly adds credibility to your business. When potential customers find your website, they are more likely to perceive your establishment as trustworthy and professional. It creates an opportunity to showcase culture, values, and achievements, building a positive image that helps distinguish you from competitors.

In a competitive market, a better website can be the determining factor that sets you apart. When comparing two businesses of similar quality, customers are more likely to choose the one with a more attractive, user-friendly website. Building and managing a website is within reach for every business, regardless of size or technical expertise. The benefits of having a website far outweigh the costs, as it enables you to maintain better control of your brand’s online narrative, attract new customers, and stay resilient in the face of digital changes.

Don’t let the fear of complexity or cost deter you. Embrace the power of a website–your digital storefront, seize the opportunity to showcase your business, and unlock the potential growth that comes from a well-branded digital presence.

Podcast Version | Episode 72 | Dennis Knows Food

The website templates seen in the article artwork above are available to purchase from colorlib.com.

In this episode, I hope to convince you of why it’s important for your restaurant to have a website even if you’re utilizing social media.

In today’s internet-driven digital age, a strong online presence is essential for any business. Yet, surprisingly, many restaurants and food-focused operations still operate without a dedicated website. By doing so, they unwittingly limit their potential reach and allow others to shape their brand’s perception online.

Don’t let the fear of complexity or cost deter you. Embrace the power of a website–your digital storefront, seize the opportunity to showcase your business, and unlock the potential growth that comes from a well-branded digital presence. [more]

Blog Version   Dennis Knows Food Podcast   podcast@dennisfoodservice.com

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By Taylor Kelly

The most powerful tool in restaurant marketing is your menu. Learn how to take your restaurant menu online and use it as an effective marketing tool…

Restaurant owners are always looking for ways to get more business, earn a higher profit, and attract new customers. Marketing strategies, like social media campaigns and local advertising, are great ways to get the word out about your business. But your most powerful restaurant marketing tools already exist in your restaurant menu. Learn how to take your restaurant menu online and use it as an effective marketing tool.

Restaurant Marketing Tools to Know

Let’s face it, customers are looking at menus long before they sit down at a restaurant table. 93% of people view online restaurant menus before dining out and what you’re offering to eat is a huge contributing factor in whether or not someone decides to dine with you. If your menu isn’t online, you’re behind the times. People want to know what kind of food and drinks you offer before they step into your establishment.

It’s great to get your restaurant menu on your website and to have a website at all, but a website isn’t the best way to bring in new customers. If you’ve never heard of a business before, it’s not likely you’ll head directly to their website. Attracting new customers is all about the discovery process, which includes the use of search engines, review sites, and mobile apps. 93% of online experiences begin with a search engine, so don’t miss out on opportunities for hungry diners to discover you. That’s why it’s important to create a sleek, multi-functional website.

How can you gain visibility on these external sites, like the search engines, travel, review, and social platforms people are using to do research? You can try the DIY approach to claiming your business and uploading your menu to each search site an app yourself. However, you may find some bumps in the road. Some of these publishing sites require businesses like your restaurant to work with a third party. This is a requirement because these sites want to ensure the information they’re ingesting is correct.

Menu management companies take the stress out of online menu and business information management. They do all the heavy lifting for you so you can focus on running your business. Depending on the offering, some companies will even make menu updates for you.

Today, your in-house menu just isn’t enough to win new business. You need to have your menu and the essential information about your restaurant online where hungry people are searching. When it comes to hungry potential customers, your online menu as a marketing tool will speak for itself.

Make sure it’s accurate

Accuracy is extremely important, especially when it comes to hungry (or sometimes even hangry) diners. And research supports that notion. According to a new survey by Small Business Trends, 80% of consumers lose trust in a business if listing contact details or business name is inaccurate. The last thing you want is for a customer to lose trust in your business and in turn, to boycott your restaurant altogether.

Each detail about your business, including the name, address, phone number, and menu, should be accurate across the web. Whether someone is discovering you from a Google search or reading up on your restaurant on TripAdvisor, they should be provided with the correct business details. This helps your restaurant not only to gain trust but loyalty.

Further, your restaurant may be a concept that offers seasonal menus or special menus dedicated to holidays and events. With a menu management tool, you can post multiple menus online and update them whenever necessary to keep customers in the know. You can also have them removed when the event or special is over to avoid any confusion, again upholding the accuracy of your online presence.

Put yourself if your diners’ shoes. Would you want to drive to a new bistro or bar that you found online only to discover an empty parking lot because the address listed was wrong? Of course not, which is why it’s so crucial to give your customers the correct information they need in order to pay you a visit.

Make it the best it can be

This statement goes for both your online and in-house menu. Your menu is the backdrop to your business and sets expectations for your customers’ experience. Make sure it’s not only a clear reflection of your brand but descriptive enough to make people want to dine with you.

If you serve a porterhouse steak with potatoes, don’t just say that. Describe it to the fullest. Are the potatoes locally sourced from a nearby farm? Include the name of the farm or farmer who made them available. How do you cook the steak? Is it pan-seared or grilled? Let diners know. The more description you include will help to paint a picture in the minds of your customers.

Remember, customers will be looking at your menu online before coming to your restaurant and again when they sit down at the table. Making sure you’re giving cohesive information is essential and providing delicious descriptions can help seal the sale.

Tying it all together

Your restaurant marketing strategy relies heavily on both online and offline efforts. You’re aware of your social media presence, do some local advertising, and get involved in your community at events. You’re always thinking of new and exciting ways to market your restaurant so you can bring in new customers and boost profit. But your menu may just be the most important marketing tools of all. With most people searching for menus online before choosing where to dine out, you should have yours available everywhere they’re searching

Source: Taylor Kelly, 7Shifts via Operators-Edge.com

Cait Carter

Using social media platforms to reach your target audience when promoting dessert offerings may be key to boosting sweet sweet sales.

According to Hootsuite, there are 4.65 billion social media users who interact with an average number of 7.4 social platforms each month.¹ Targeting consumers through social media has proved effective and profitable. By taking advantage of social’s captive, recurring audience, operators have even more opportunities to connect and engage with their core customers. Utilizing the most effectual social platforms for reaching the largest targeted audience is key when promoting dessert menus and operator programs and promotions.

High Reach, Low Costs

Marketing through social media allows operators to connect directly with consumers and is a relatively inexpensive means to reach a large mass of active users. 90% of social media users have already connected with a business or brand through their preferred platform² which means there is ample opportunity to continue reaching consumers regularly with minimal investment. Social platforms give operators a chance to be present, act in real-time all day long and engage with and respond to followers’ comments.

Picture It On Social

Desserts are typically known for their elevated styling and decadent presentations. Thus, they tend to create the most beautiful food photography which complements the social media landscape perfectly. Sara Lee Frozen Bakery offers an unmatched selection of indulgent, picturesque desserts that are photo-ready for the operator’s menu and photo-worthy for promoting on social posts. Plus, with thaw and service convenience, our low labor dessert offerings bring instant plate appeal with minimal labor required. For operators looking to add a signature touch to their desserts, we provide simple yet elegant culinary solutions to elevate any dessert menu.

Taking photos to post on social channels is easier than you think. Share these helpful tips with your operators to capture the beauty in every slice:

• Be authentic and not overly polished
• Find as much natural light as possible and shoot on a clean space close to a window
• Don’t shoot photos too closeup as there is opportunity to crop before posting
• Take multiple angles – side view and top down to capture full plate presentation
• Contrast background colors – light colored dessert against dark backgrounds and vice versa
• Shoot at the highest resolution possible and size correctly

Operators need to understand their audience and know which platforms they’re most actively using and what types of content suit their needs. Suggest these top three social platforms for promoting desserts:

• With over 1 billion users each month³, Instagram is the 4^th most-used social platform.³ Over 62% of active users engage with the platform to follow or research brands or products⁴ and almost 70% use the platform to post or share photos and videos.⁵ Operators can use this channel to show-off their exquisite dessert photos and dessert prep videos – think dessert flights, specials, and take-home solutions. 57% of users on this platform are also more likely to engage with quizzes and polls.⁶ Operators have a direct connection with their audience and can make them feel important by asking their opinions on new desserts offerings, favorite flavors, promotional offers, and more.
• TikTok has passed the one billion monthly active user figure with users aged between 18 to 24 accounting for about 45% of TikTok’s global reach ⁷ and 61% of its user base in the U.S. skewing female.⁸ While most of this audience uses TikTok for entertainment means, operators can create fun video content (now up to 10 minutes long) that showcases their chefs and staff behind the scenes crafting plated desserts or can use the platform as a means for customers to share their own personal experiences while dining in or enjoying after-dinner delights at home.
• Facebook is the most used social platform worldwide with 2.91 billion users and 79% of monthly users being active daily.⁹ This platform provides opportunities for operators to elevate their content with daily or seasonal dessert menu specials, happy hour deals, company stories, community outreach, or employee spotlights. It’s also a vehicle for encouraging healthy engagement with customers – allowing customers to share their experiences and opinions directly with the operator and its community of followers. Operators can increase user experience by including a “start order” link that takes them immediately to an online ordering interface on their website.

It’s imperative for foodservice operators to ensure that post content is relevant and relatable to targeted followers. Offer these content ideas to help guide operators’ dessert promotions:

• Seasonal desserts or monthly LTO offerings
• Daily dessert pics or employee picks
• Customer reviews and reshares of their dessert favorites
• Dessert & food pairings
• Flavor polls
• Build your own dessert (B.Y.O.D.) promotion
• Clean ingredients and allergen information

^{1, 4, 5} The Global State of Digital, Hootsuite, April 2022
^{2, 7, 10} Stausbrew.com
^{3, 6} 35 Instagram Stats That Matter to Marketers in 2022, Hootsuite, 2022
⁸ Digital Trends, Hootsuite, 2021
⁹ 39 Instagram Stats That Matter to Marketers in 2022, Hootsuite, 2022

Find more articles like this in our blog The Daily Foodie and on GreatMenusStartHere.com a resource of UniPro Foodservice.