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.

By Luke LaBree
CMO, Dennis Food Service

While browsing through various social media platforms recently, I couldn’t help but wonder: What if Melvil Dewey, the creator of the Dewey Decimal System, had been born in the age of hashtags? Would he approve of our #anythinggoes internet organization, or would he wonder how we ever found anything? It was here, somewhere between contemplating Victorian-era hashtag jokes and meme opportunities, that a comparison struck me: are hashtags the Dewey Decimal System of the internet?

The internet is expanding at an exponential rate; millions of posts are uploaded every day. Here, hashtags have emerged as a universal organization system for the world’s digital shares. In essence, hashtags are the Dewey Decimal System’s cooler, younger siblings. While Dewey meticulously categorizes and organizes books in libraries, assigning them specific numerical codes based on their subjects, hashtags effortlessly categorize content on the internet, especially on platforms like Instagram and TikTok. Just as you’d find Caribbean travel information in the 917.3 section thanks to Dewey, you’ll swipe through a world of dreamy destinations thanks to #TravelGoals.

Searching for knowledge in a library? Dewey is there to ensure you can find every last book on the evolution of popular dances. But in the digital realm, if you’re curious about dance trends, browsing #DanceChallenge on Instagram will have you busting out the latest moves in no time. The comparison is clear; library visitors use the Dewey Decimal System to discover related materials on a subject, internet users explore hashtags to find posts, discussions, and content related to that specific tag.

Providing an efficient path for new discoveries is where both systems shine. The Dewey Decimal System acts like a GPS for books, ensuring consistency across different libraries. Turn left at Fiction, and soon you’re nestled between Mystery and Romance. While hashtags work like signposts to outline the key topics in a given piece of content. A range of topics means multiple hashtags, opening up new routes of exploration. One moment you’re scrolling #HealthyRecipes, and the next, you’re indulging in #VeganDesserts. The Dewey Decimal System is universal across libraries, and hashtags perform a consistent function across the internet. Regardless of whether you’re on Twitter, Instagram, or TikTok, #Foodie always promises a visual feast.

The most interesting difference lies in their contrasting worlds. Dewey’s domain exists within the hushed aisles of a library, where interaction is limited to whispered questions and stifled coughs. Hashtags, however, buzz with life. They not only categorize content but also encourage engagement and participation. They invite conversation, spark debates, and connect people across continents through content.

While Dewey helps us navigate a world of books in stacks, hashtags help guide us through 70 trillion gigabytes of internet content with focus and flair. So, yes, in my opinion, hashtags are the Dewey Decimal System of the internet. And maybe the next time you use one, give a nod to good ol’ Melvil Dewey. He might just have been the original #organizethis #trendsetter.

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

AVAILABLE ON ALL POPULAR PLATFORMS
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To compete today, your restaurant’s social media marketing strategy needs authentic content that represents who you are as a brand.

A recent survey discovered that 77% of diners tried a restaurant based on its social media content. While that sounds promising… the research also noted that 21% say a restaurant’s social media posts (low-quality content or infrequent posting) are the reason why they’d never go.

And with 4.7 billion people using social media around the world (almost 60% of the world’s population), staying authentic is the only way to create a successful restaurant social media marketing strategy.

What should your restaurant post on social media? Here are 10 content ideas that you can use today…

10 Social Media Content Ideas for Your Restaurant

1. Tell the story of your restaurant

Your followers aren’t just interested in your food, they also want to know how the restaurant became popular, what the origin is, and where you aspire to go in the future.

If you tell the story of your restaurant through photos and videos, your audience will not only be engaged and interested, but they’ll also want to see the story in real life. That means more reservations coming your way.

How to do it: Think in short clips – not a full-length documentary.

On Instagram, post a picture of your space before you moved in and started your restaurant. In the caption, talk about why you chose that location – was it the connection to the community or its proximity to fresh, local produce? Tell similar stories about the logo you chose or the name of your restaurant.

You know these stories – your audience doesn’t. Share them.

2. Give a behind-the-scenes look at your restaurant

Diners love to see how the food gets made. Don’t believe us? Just think about all the popular TV shows about chefs, cooking, and restaurants.

You can easily attract new guests by sharing how the food gets made in your kitchen. You’re already doing the work, all you have to do now is film and share.

How to do it: Choose one of your signature dishes and film your chef making it. It’s that simple.

If you don’t want to give away your secret ingredients… do a quick explainer video on how to properly chop onions, how to decant a bottle of wine, or the perfect ratio of crema to espresso.

The goal is to show off your skills and let your guests (even future ones) connect with you on a different level.

3. Highlight the people on your team

Sure, your food is delicious and beautiful, but why else should customers come to your restaurant? Sharing photos of your staff working together behind the scenes gives a personal insight into the restaurant. And it shows that you care about your team.

How to do it: Dedicate one post every week (or month) to a team member. Post a picture of them working in the restaurant and include their favorite guest experience or their favorite dish in the caption.

4. Bring attention to your vendors

Highlighting your vendors and suppliers is a great way to showcase your ingredients and attention to detail. Give a shout-out to your local fishmonger or the farm where you buy your cheese.

This shows your followers and guests that you source locally (or internationally for the very best ingredients) and care about what you put on the plate.

And if you’re lucky, the vendor will reshare the post. This puts your restaurant in front of their audience as well and may lead to more guests in the future.

How to do it: To keep it simple, ask your vendor if they have photos you can use and share on your social media. Add a caption explaining why you chose their product and why guests love it.

You can also create an Instagram Story or an Instagram Live event of you going to the place (farm, butcher, etc.) and how you choose the finest ingredients.

5. Interact with your followers with questions

Social media doesn’t have to be a spectator sport. Involve your followers and guests by asking questions. This stops them in their scroll and gets them to engage with your content.

Facebook, Twitter, and Instagram are great ways to create a dialogue with your guests. Instagram has a poll function that’s easy to use, and it’s a great way to learn from your audience or highlight a product without seeming too salesy.

How to do it: Start by creating a poll on Instagram asking your followers if they like red or white wine. Or use the same poll feature to ask customers when you should hold an upcoming event – Friday or Saturday night?

6. Respond to online comments

If you’re going to interact with your followers and guests, you have to be ready to respond. You can’t just ask a question and not reply to the answers – this goes for positive and negative comments, too.

When you respond to negative comments, it gives you a chance to explain yourself or defend your reasoning like ‘this dish is expensive because we source local x, y, z’s. This is not where you get into an argument or tear someone down. Remember, there are trolls on the internet and they’ll love watching you get angry. Always stay above that.

At the same time, address positive comments and reviews with gratitude and humility.

7. Take advantage of user-generated content

User-generated content (UGC) is one of the easiest content ideas to incorporate into your restaurant’s social media marketing strategy. UGC is any content made by your guests that highlights your restaurant.

How to do it: Go through your Instagram and see if anyone has tagged you in a recent post or story. If so, share that to your feed or your story. Remember to give them credit by @ them and include a short message like “thanks (user name) for your support” or “we couldn’t have said it better ourselves”.

8. Use Instagram Stories and Instagram Live

There’s so much more to Instagram than photos. When your restaurant goes live on Instagram, your followers are notified and can interact directly with you as you create live footage.

The point of Instagram Live is to keep your restaurant’s social media content fresh and engaging for your customers.

How to do it: Go live in the kitchen to show customers what your restaurant has to offer behind closed doors, or go live during a special event to have viewers tune in and feel “exclusive” – because once the live video is over, it’s no longer available.

9. Update your profile with new menus and promotions

If your restaurant’s Instagram profile is gaining followers each day, it’s most likely because you’re staying up to date with posts and taking the time to make the most out of each post.

Whether it’s a photo of your newest menu item, a promotion on gift cards, or just a photo of your restaurant in action, your followers want to stay engaged and will remain loyal if they aren’t bored.

In many cases, restaurants use Instagram as their main point of guest communication alongside their website. The platform is ideal for sharing updates and giving your customers new reasons to book a table.

10. Encourage guests to share their restaurant experience

Your restaurant can gain traction across Instagram by having your customers use a specific # (hashtag) to represent your restaurant and tag your profile in their photos.

This not only gives your restaurant free publicity, but it also gives customers new insights into your restaurant that aren’t just from your profile.

When customers search your restaurant on Instagram, they’ll see your profile and all of the photos that you’re tagged in. If they see others posting about your restaurant, they’ll have a better reason to check it out themselves.

How to do it: This type of social proof is organic (that means you don’t have to do anything). You can encourage a # by sharing it in your posts and stories. At Superb, we use #experience matters because it’s our mantra. Give it a try by encouraging guests to use # and the name of your restaurant.

Source: Superb Experience via Operators-Edge.com

Cait Carter