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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Take a closer look at some of the stats behind popular marketing methods, see what channels make the most sense, and start thinking of creative ways to reach your audience today!

This article is from The Pineapple Post newsletter – Get valuable food service insights delivered to your inbox once a week. Subscribe Today

Phase One: Get Data

Loyalty Programs

The proof is in the pudding. Here are a few statistics about restaurant loyalty programs sure to blow your mind.

Dunkin’ Donuts: 7 million active members to the DDPerks rewards program.

Panera Bread: 21 million active members with 50% of transactions happening with MyPanera cards.

Starbucks: 13 million active members with mobile orders having a 16% YOY growth, now at 7% of total sales.

Virtual Events

Virtual events are a great way to engage existing and prospective customers with your brand and offerings. Not sure how to get started? Take a look at some ideas on how restaurants can join the virtual event trend…

Entertainment: artistic and personalized experiences like corporate demos from Cocktail Academy.

Cooking classes and tastings: coordinated food delivery kits and personalized professional touches, like TeamClass, Cozymeal, or Boombox.

Advice: think of online wine classes, like Napa Valley Wine Academy or Disgorged Wines.

Contests/Giveaways

For the food and beverage industry in 2020, the top hashtag by engagement rate was #giveaway, which generated a rate of 3.65% for those companies that utilized it.

Newsletter Signup on Websites

Every $1 spent in email marketing can expect an average return of $42. No other marketing form, digital or physical, comes close to this ROI.

Phase Two: Check the Mediums

Who doesn’t like having options? But sometimes, the paradox of choice can get overwhelming.  Here are a few of your different options, based on your preferred medium.

Email

Great for developing a gathering via newsletter signups, but make sure your content is valuable to keep people from hitting that god-forsaken “UNSUBSCRIBE” button.

Newsletters

Some of the industry leaders paving the way include BBQ Bus, west~bourne, and Hedge Row.

Drip Campaigns

Increase sales opportunities by 20% with drip campaigns like welcome emails, confirmations, and birthdays.

Text/SMS

Texting is the preferred communication channel of the present, so why should your marketing be anything different?

Boston Market: currently uses SMS marketing for coupon distribution, promo offers, and to drive traffic every three or so days.

Chili’s Grill & Bar: sends SMS marketing promos every four days with currently ordering option availability.

Olive Garden: MMS coupons, SMS marketing promos, and restaurant news get sent out on a weekly basis.

Social Media

Social media is another increasingly popular marketing channel. You can boost engagement by utilizing poll features, contests, and giveaways. Here are a few ways how.

Phase Three: Get Inspired

&pizza is hardly your average run-of-the-mill pizza joint. Based out of Washington, D.C., &pizza first opened in 2012 and has since expanded to 13 locations across the local region. The core values as set forth by co-founders Michael Lastoria and Steve Salis are unique yet straightforward:

• Celebrate oneness
• Make it personal
• Keep it fresh
• Elevate everything

One year after launching, to keep in line with their core values, &pizza reached out to their following on Instagram to text them directly. A simple, cryptic message “Text Us” followed by a phone number instantly allowed consumers direct access to a real person.

#ThePizzaPlug, the name given to this marketing directive, opened doors unheard of from a company prior. According to an &pizza associate, “The Pizza Plug allows our guests to text us directly with any questions or comments, and get real answers, in real-time, from a real &pizza employee.”

The answers are coming directly from Cal Millien &pizza’s NYC digital community manager. Millien is available to answer texts Monday through Friday from 9:00 am to 6:00 pm. Customers are encouraged to send texts any time, any day, though.

“We use texting for internal communications as it’s the most familiar, relatable way for us to stay connected. After seeing how texting let us build deeper relationships with our employees in real-time, we decided to expand it to our guests and take the guest experience to a whole new level.”

Phase Four: Get the Message Out

Regardless of your platform, you want your message to stick with your audience. Here are a few tips to consider when it comes to crafting your messages.

Email

The goal should be to create a monthly email that provides extraordinary value via recipes, cooking or cocktail demos, event invites, etc. Here an amazing restaurant newsletter created by Bad Daddy’s Burger Bar with “badass” offers.

Texting

Texts are brief and most effective for sending out time-sensitive information on a more intimate level. Taco Bell, Papa Murphy’s, and Subway and making moves in the SMS marketing world.

Social Media

Choose the platform where you have the most engagement and create a contest that demands interaction. You know what matters to your guests so it should be easy to tempt them into engaging. Respond to every comment inviting them to the restaurant just like Sweetgreen.

This article is from The Pineapple Post newsletter – Get valuable food service insights delivered to your inbox once a week. Subscribe Today

But, good food isn’t the only thing they like about restaurants, free delivery and meal deals are also in the mix. The following consumer sentiments could help you attract their business in the future:

• 69% of consumers feel prices are rising more at grocery and convenience stores. Far fewer consumers feel the same about dining out, giving restaurants an opportunity to win guests based on price. Source: COVID-19 Report 37: Sticker Shock (Datassential, Oct. 16, 2020)
• More than half (57%) of consumers found more room in their budget for restaurant food in October than they had in the prior six months. Source: COVID-19 Report 37: Sticker Shock(Datassential, Oct. 16, 2020)
• 1 in 4 consumers are new to working from home, which presents an opportunity for restaurants to appeal to their new need for daytime food or beverages. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)
• 28% of consumers say free delivery would entice them to order meals or snacks from a restaurant while working from home; 24% say special meal deals and coupons would have the same effect. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)
• 25% of consumers say healthier menu options would encourage them to order from a restaurant while working from home. Source: COVID-19 Report 33: Life Goes On (Datassential, Sept. 4, 2020)

Source: Tampa Maid Foods [External Link]

By Luke LaBree
CMO, Dennis Food Service

The most valuable weapon you have in the battle for eyes, ears and engagement online is content. This content is primarily comprised of your photos, videos and copy (text) – but even ornaments like hashtags and emoji can play a role. Your digital presence is a combination of the platforms you utilize and the content you share on them.

Content is as important to your digital presence and marketing efforts as the food you serve is to your dining room. It shows who you are, what you do and what you’re capable of – but most importantly – it can impact a visitor’s decision to return. Like a great meal, great content helps customers establish an affinity for your business and brand.

Your mission as a foodservice business is to increase traffic, to ensure guests enjoy their experience and to grow the number of repeat visits to your establishment. It’s the same for your digital presence. The challenge is that competition for the “attention” of potential customers is exponentially greater online than in the real world. You might be the only doughnut shop on the street, but Google and Yelp are showing your potential customers a dozen doughnut shops nearby that they could visit. How do you stand out – how do you compete?

This article explores (what is in my opinion) the best way to be found, to be followed and to grow your foodservice business using the internet. I won’t be going into specifics on how to establish properties like your website, Facebook page and Instagram account. This information is for foodservice owners and operators who already have digital properties and want to get better at using them to increase traffic.

My hope is to encourage and inspire you with valuable best practices and an approach to online marketing that opens the door to better SEO, customer engagement and real, meaningful growth.

This isn’t for marketing professionals, it’s for independent business owners…

• Creating content requires some of your time and energy, but it can also be very fun and rewarding.
• There’s no one path for content marketing success. Every business has its own unique journey.
• The type of content I’m referring to is not your logo or your menu, or your contact information. It’s the content that shows the experience you offer, the quality of your food, the personality of your staff and all the little aspects that make up your unique business.

1. A foundation of content works while you sleep
2. People Engagement Optimization
3. Foodservice is no place for content calendars
4. The unspoken expectations of content on social media platforms
5. Quality vs Context
6. There’s only so much time in the day
7. A summary of the Secret Social Sauce
8. The reason you can only compete with content specific to your business

1)

A foundation of content works while you sleep. Because content creation is exercise, while by comparison, paid marketing is diet pills.

The more we exercise the more lean muscle mass we build, and that muscle mass actively burns calories day and night. It takes time and hard work but within weeks you notice the difference in your fitness. Diet pills tweak your body chemistry and might help you drop a few pounds – but you don’t gain any lean muscle – so if you stop taking those pills the pounds will come right pack.

When you build out your website with meaningful content, unique and relevant to your business, Google crawls through it all and starts ranking your relevance for search results. Your content then drives people to your website when they search for something that google says you have. The more content you create – again, specific to your business – the greater likelihood of being returned as a search result. Your search ranking is never cemented in place, but it does have greater longevity when supported through content.

If you exercise your ability to create content you will see traffic gains that last.

If you try to take the easy road and skip to paid first… you’ll have to keep paying to get results. When you stop paying you’ll be back to where you started. There is a time and place for paid, in search engines and social media, but it comes along after your digital presence has been thoroughly established.

To reiterate my point of this article not being about your core business information. The results we’re looking for from your content are not to capture the person searching for “your restaurant name in Whereverville,” it’s to capture people searching for cheeseburgers, or steak, or seafood in Whereeverville.

The goal is to establish a foundation of this sweat-equity content in order to drive traffic from search results. Once that is in place, you can start selectively going after paid opportunities that bring specific targeted conversions. But, at the end of the day, there’s so much that can be done for free you should barely have enough time to pay for anything.

2)

Your content creation considerations aren’t just for SEO. There’s PEO as well.

People Engagement Optimization

Many of the same rules apply. The right context, the right formatting, timing and execution (all things you can learn as you go) except instead of trying to please bots crawling your site you’re trying to please people crawling the content of your digital presence. What will they see on your website and what feeling will it give them? What will people on Facebook engage with? What will earn you Twitter followers. How will you get those Instagram likes? Are the photos on Yelp effectively showcasing your business to those who find you?

On Facebook for example…

• I know that if I share content that tries to raise awareness of a product we sell – that content had better offer something other than “buy this for these reasons” – something fun, something informative, or something visually stimulating. If it doesn’t, it won’t perform well.
• I know that if I make a post 3 or 4 times in a row of the same type of content – not the same exact content – but similar messaging and format… I’ll likely lose followers. But if I strategically alternate certain types of content, I’ll gain followers.

It’s not trial and error, it’s trial and improvement. Over and over and over again.

The audience of the internet wants to be constantly wowed. Which is something that is increasingly harder to do. They want to be informed and entertained at the same time, and they’re insatiable. Luckily you have some pretty impressive content at your fingertips – literally. It’s impressive because it’s authentic, and it’s authentic because it’s your real business and people, you created it and you shared it. It’s simply a matter of finding out what your audiences like the most.

3)

Foodservice is no place for content calendars.

Yes, there’s a food day for everyday of the year… but is that really what you want to talk about? Does it represent your business? Don’t get me wrong, national food days are a great filler, I’ve used them. And by all means, if you sell hotdogs then celebrate national hotdog day.

Unless you run a business in which you can map out every minute of the day and then stick to that schedule. There’s no sense in trying to stick to a content calendar. Yes, absolutely plan campaigns, strategize elaborate content and schedule ads… but don’t lock yourself into the rigidity of a calendar. Be flexible and spontaneous.

I’m not suggesting you fly by the seat of your pants. Throwing out the calendar doesn’t mean you don’t need to have a sense of strategy. I firmly believe that the best results come when a piece of content or a post just feels right. More often than not the passion, enthusiasm and qualities of a post that occur in the heat of the moment are going to be better received than the one waiting its turn on the calendar.

4)

The unspoken expectations of content on social media platforms.

We, internet-browsing human beings, are fickle creatures. Even though many of us bounce in and out of multiple social media platforms – we get offended if the content on each of these individual platforms does not meet our expectations…

Offenses to these expectations include things like:

• Linking to a YouTube video instead of uploading the video directly to Facebook.
• Including 20 hashtags in a Facebook post.
• Not using any hashtags on Instagram (this one is more of a strategic oversight.)
• Re-posting all of you Facebook content verbatim to Twitter.

This is why I also generally discourage the use of cross-posting platforms and social media management tools like Hootsuite. They make it too easy and too tempting to remove individuality from your posts. Which then starts to erode the value for people to follow you on multiple platforms. Plus, when you are working directly within the platform, you are more aware of the subtle distinctions that make a difference in engagement and the overall quality of your content for that specific audience.

You’ll learn more about what your various audiences want to see from you as you start posting. Pay attention to how different pieces of content perform. Use insights and analytics to evaluate the content that costs you followers and the content that earns you followers. Are there similarities in the better performing posts that can be replicated and improved upon for future efforts?

For most businesses I don’t recommend outsourcing social media work. First, you are better off saving the expense of having someone post content for you and putting it towards boosted posts, or ads when you’re ready. More importantly though, an outsider cannot bring the same level of passion, personal interest and investment to your content as someone who’s invested in the business each day.

Yes, you can outsource your content. And yes, you can use Hootsuite… but only after you have a firm understanding of your content strategy, your approach to each platform has been established and you have an understanding of what each audience wants from you. Also, if you decide to outsource your website and social media management it’s extremely helpful essential to have a foundation of media to work with, as well as a plan for generating future content and approving copy. You might decide you don’t have the time to manage your digital presence, but your business still needs to look and sound like your business.

5)

Quality vs. Context

Let’s say it’s time to make the doughnuts… Sure, a creative marketing agency could make an epic piece of content with slow motion sprinkles being dropped onto a freshly glazed doughnut. But, a selfie video of a business owner turning on the lights at 4am and firing up the doughnut making machine (while talking to the camera) is going to outperform that slow motion sprinkle drop footage nearly every time.

That slo-mo sprinkle footage can outperform the selfie-video when it clearly shows context of place; the real interior of the business and its people. Professional content creators exist for a reason. We are drawn to the visually compelling media they create like moths to a flame. They’re in the business of capturing attention to grow sales, just like you. Except that most of the “glamour shot” content that permeates our feeds can be contributed to an agency, an influencer or a business working on a national or global scale. And it’s usually for projects that are accompanied by financial compensation, or specialized equipment or both. [For example…]

You can certainly take inspiration from the novelty and innovation of professional content, but you don’t need to compete with the quality and finish. There’s still something that attracts us to those unscripted moments, the raw real side of a business we see when the curtain gets pulled back. Your unique message will resonate with your audience more so than something that can’t be attributed to you, irregardless of the final product. That is not to say “anything goes.” You still need to make an attempt at being interesting. You just don’t need to be perfect.

Your content might not be great at first, but you will start getting better at it. Every post of original content you make is a step towards improvement. Never wait for perfection, it will slow you down and hold you back. Blaze forward.

Day 1 – You’re just trying not to sound like an idiot on camera.
Day 101 – You’re on YouTube learning how to use a green screen to make doughnuts fly.

Today’s devices offer so much creative capability it’s crazy to not at least try being your own content creator. I would highly recommend investing in the latest high-end smartphone before paying someone else to create your content.

In talking with operators it has been my experience time and time again that some rather predatory social media “marketers” are more than happy to take your money, and then post a “Monday’s were made for donuts!” meme. Or, worse yet, they post a stock photo of a doughnut. A doughnut that sadly only resembles your doughnut in spherical shape.

Yes, there’s a time and place to bring in professionals, if you do – bring them in for a very specific reason. For example, if you want professionally lit photographs of your food or team. If you need a news release created. If you’d like a radio script written and recorded. Or, if you’d like to have a television commercial created. These one-off content projects are perfect for the professionals that specialize in them. The day to day – it really can be done by you. However, with a little extra effort, you could even do all those professional examples on your own – on your phone.

6)

There’s only so much time in the day.

As long as you are contributing to your content pipeline you’ll be moving things forward, and that’s all any business owner who wants to increase traffic can do. The trouble is most foodservice operators don’t believe they can create their own content, and they can feel this way for any number of reasons…

• They think they’re too busy.
• They don’t think they have the right tools or skills.
• They don’t think their quality can compete.
• They don’t know where to start and what to say.

The average business owner can’t visualize content for their business because they’re in it. They know all the things and sharing those everyday details might not feel all that interesting to them – so why would anyone else be interested? But they are. That is the only thing your potential customers, website visitors and followers are interested in – the specific things you do every day – from the extremely unique to the subtle differences that set you apart.

That impressive, authentic content that’s at your finger tips… the way to access it isn’t technical, it’s not an app or a platform or a paid service… it’s a way of thinking. An approach to identifying the uniquely marketable attributes of your business. And, once you see them, really see them, you’ll realize there’s never nothing to talk about.

When I wrote the Secret Social Sauce, it was in an effort to unlock the ability for owners and managers to look at their business through a lens of content creation.

7)

A summary of the Secret Social Sauce.

Be visual
Always support your posts and website content with graphics, photos and video. You will get very little traction without an engaging visual. This is where that high-end smart phone pays off the most.

Be Honest
No stock doughnut pictures… Share the real everyday stuff, don’t try to embellish or disguise your business. Chances are you’re not an actor, photographer, copywriter or video editor – and that’s okay. Remember, you don’t need to be a professional in those regards, just be an expert at what you do.

Be Consistent
Across the board be as consistent as possible with your usernames and handles, profile pictures, color use and the tone and tenor of your content. Also be consistent with your posting frequency. Don’t tweet every day for two weeks and then take 2 months of. You do not need to post every day, but you do need to post.

Be Uniquely Your Business
It’s all about what you do every day. Don’t give away the secret family recipe… separate yourself from the pack by peeling back the layers of your unique onion – show personality and personal touches, your thought process, approach and people.

8)

The reason you can only compete with content specific to your business.

The total size of the internet is not easily calculated. However, it is estimated to contain nearly 6 billion individual webpages and is growing at a rate of 500,000 gigabytes a minute. That is around 8 million megabytes a second uploaded to the internet everyday. Your business is essentially a proverbial needle in a content haystack. If those numbers don’t underscore the importance of doubling down on your efforts consider this…

• 700 million tweets are made everyday.
• 4 million hours of content are uploaded to YouTube everyday.
• 70 million photos are uploaded to Instagram everyday.
• And 5 billion Facebook posts are made everyday.

For no other reason than the sheer volume of content contributed to the internet each day… You can only compete using content that directly reflects your unique business and culture.

That might seem a little daunting, but don’t worry, Google’s algorithms “want” to provide relevant search results. It knows where your business is, and it knows where the individuals doing the searching are. That alone narrows things down significantly. Search engine algorithms along with your unique content efforts help your business standout in the daily inundation of data to the internet.

In this unfathomably large world wide web of content there’s still only one you sharing your business, through your eyes and with your thoughts. Even when competing against similar companies and services your unique story and business attributes are your own. That’s the gold – hold onto it and leverage it.

The only thing you actually need to invest in content creation is your time… and the expense of whatever device can best execute your vision. After that the biggest hurdle to overcome is the limit of your own creativity.

Micro-investments of time everyday will pay off.

• Take 15 minutes every few days to walk around your business getting photos. Let them go to the cloud and review them later.
• Cut out 30 minutes of Netflix at night and watch a YouTube video to learn a new content marketing skill.
• Instead of thumbing through Facebook marketplace, scope out your competitors or hop on LinkedIn and see what professional marketers are talking about.

If there’s one thing that’s certain about content marketing on the internet it’s that nothing is certain. Nothing sits still. And neither can you … Content creation should be one of your top marketing priorities.

I’ll leave you with this… If you’ve never posted about a team member or employee, or it’s been awhile since you did, try it. I guarantee it will perform better than any of your recent posts. And remember, don’t forget a visual.

“It’s a lot more difficult to differentiate your business and get people to take notice,” says Chuck Trissler, owner of 551 West in Lancaster, Pennsylvania. “In order to attract customers and keep them coming back, you oftentimes have to provide incentives.”

But incentives for existing diners are only one part of a multifaceted strategy to keep traffic coming in. It’s critical to keep attracting new audiences as well. In particular, operators are finding success by targeting millennial diners, who spend more on eating out than any other demographic. There are four ways that successful restaurant owners can attract new millennial and Gen X customers and create loyal regulars. Here, we take a look at each one.

1. Engage the reputation economy

According to Statista, 78 percent of adults age 30-49 use Facebook and 40 percent use Instagram. Millennials and Gen Xers make up approximately 70 percent of Yelp users. As the prevalence of social media and online review sites continues to rise, it is important for restaurant owners to take seriously the impact these outlets can have on an establishment’s reputation, either by attracting customers or driving them away.

“Social media can be a huge marketing tool for restaurants,” says Domenic Ruggiero, co-owner of Eastland Inn in Berea, Ohio. “However, they are also a challenge, because these platforms invite customers to lash out with complaints about a restaurant, in a place that everyone can see.”

Regular engagement with customers through the use of outlets such as Facebook and Yelp helps build brand reputation and develop positive communication channels, which can be essential to combating negative reviews when they occur.

“All feedback is good feedback,” Trissler says. “Negative reviews actually provide a bigger opportunity to win customers back based on how we respond to their concerns—but it is important to respond to every review.”

Ruggiero also recommends keeping information updated regularly on social media by posting photos of menu items, promoting restaurant events, and partnering with other community organizations.

“At Eastland Inn, we want customers to feel like they can contribute to different conversations,” he says. “We post to these channels asking our patrons to comment on what specials they want to see—for example, what soups they’d want to try—and have also asked them to recommend to us different bands we might book on Saturday evenings.”

By engaging customers through the reputation economy, restaurants have a greater opportunity to keep the conversation turned to their favor. Responding to complaints on social media or review sites provides the chance to change a customer’s mind about a bad experience. By posting consistent, quality content, operators can stay connected with various age groups, attracting them to the restaurant and expanding knowledge of offerings through word-of-mouth and sharing opportunities.

2. Create dining experiences that appeal to younger diners

According to expenditure data from the United States Department of Agriculture, millennial consumers are spending 44 percent of their food dollars on dining out—slightly more than big-spending baby boomers and significantly more than the frugal Gen X. As customer consumption patterns change, restaurant owners can benefit from embracing service channels that cater more to millennial and Gen Z preferences—including mobile ordering, delivery options, and carry-out or curbside pickup.

“A lot of younger diners order food via Uber Eats, especially when a restaurant is located near a college, as ours is,” Ruggiero says. “Participating in these programs allows us to offer delivery options that would otherwise be unmanageable for our business, due to insurance requirements and the need for additional driving staff.”

At 551 West, Trissler worked with MenuFi to develop an in-house application that allows diners to order carryout from their mobile devices, and also offers additional incentives for diners who use the app.

“We want to be top of mind,” he says, “and providing customers with these kinds of options keeps us at the forefront.”

Ruggiero also recommends hosting events and offering seasonal menu items, such as a rotating selection of tap beers, in order to attract younger diners and keep things fresh in a highly competitive market.

“Attracting younger diners is critical to success, because they are more likely to post on social media. When they report a positive experience, friends and family who follow them will be more likely to visit as well.”

In addition, more than half of millennials are now in their 30s, meaning they might be starting families and looking for dining experiences that will accommodate their new phase of life. As many millennials begin to have kids of their own, they are looking for brands that will speak to their families. The availability of high chairs and children’s menus are simple ways to ensure that a restaurant can attract these diners.

3. Capitalize on seasonal promotions

It can be extremely lucrative for restaurants to market during seasonal occurrences, including holidays, conferences, and sporting events, when customers are more likely to be out making purchases. According to Ruggiero, people are typically spending more money during the holiday months, and customers tend to eat out when friends and family are in town because it offers a convenient, enjoyable experience. Since 2015, millennials have spent 18-34 percent more than other age groups on restaurant dining during the holidays, which is why more establishments are opting to stay open or extend their hours.

In addition, there are also seasonal events such as sports and parades which attract customers to dine out. Millennial diners, who are shown to be highly social, can participate in such events with other members of their community, and restaurant operators can incentivize them to choose their location to do so.

At Eastland Inn, Ruggiero likes to offer Black Friday specials, and he hosts a customer appreciation holiday party each year, where the restaurant provides $1 select beers and food specials. He says it’s important to share in the holiday spirit, but that same approach can be applied to other events and seasons throughout the year.

4. Incentivize customers with rewards

There are a lot of different ways restaurants can provide added value to customers in order to get them in the door for the first time, or to keep them coming back.

Trissler says he offers daily deals, such as half-price tacos on Tuesdays or all-you-can-eat crab legs on Sundays.

“Daily specials are a great way to get people in the door if they have never been to a location before,” Ruggiero says. “Discounts on food items draw in traffic and then customers spread the word to their friends, who may accompany them next time.”

Additional offers can be used to reward repeat customers. At 551 West, Trissler offers punch cards, which promise a free drink or meal after a certain number of visits. “We discount even more for loyal customers, to ensure a solid client base,” Trissler says.

According to Ruggiero, some restaurant owners see offering discounts as a negative, since it means reducing prices and minimizing profits on individual items.

“But operators really need to look at the long-term investment on how these discounts will bring in more customers,” he says. “If you have customers coming in every week for a certain special, or even if it’s their first visit, the majority of the time they will spend more money on additional food and drink than you are losing on individual discounted items.”

That said, restaurants don’t always need to discount. Operators can roll out other value propositions, such as limited-time offers or loyalty rewards programs, which will attract millennials—who often suffer from FOMO (“the fear of missing out”)—with the promise of a reward or an experience others might envy.

Implementing these strategies for attracting customers can be key to a restaurant’s bottom line. Incentivizing customers keeps them coming back and nurtures a positive reputation through online outlets, ensuring that operators are competing with the highest performing restaurants in the market.

By Erin McPherson