How to stay top of mind with your guests if you have to close your dining areas
By Ellen Weaver Hartman, APR, Fellow PRSA
Experiment with creating new content, like making a cooking demo, and using different social media channels to reach different audiences.As many dining areas remain closed and curbside pickup and delivery remains king, there are ways to keep up with customer engagement until you can open back up permanently and welcome guests indoors.
Navigating the year ahead will be challenging, and we’re all trying to hang on for a little bit longer. But keep going, and use the tools available to keep your customers engaged.
Here are 7 ways you can keep your restaurant top of mind and encourage more people to order food through your establishment over the next few months:
1. Keep up social media engagement
The most important thing you can be doing right now for customer engagement is utilizing social media, where good content rules. Most of you already have Instagram, Facebook pages and other social channels for your restaurant, and now is the time to keep them active and engaging. Traditional PR and free meal offers to bloggers and influencers also will help build your social presence.
2. Write a news release and pitch to select food media, bloggers and influencers
Write a release in Associated Press (AP) style, which is what newspapers, magazines and other publications use across the country. Be sure to announce the who, what, when and where about the new menu item or promotions. Include a quote from the chef or owner and give specifics or how guests can order for dine-in, delivery or curbside pickup. Also, include a paragraph or boilerplate about the brand/restaurant and a sentence about following safety guidelines. Send the release and a short pitch to your local media and influencers – you can search online for city food bloggers, local reporters and other publication contacts to create your list. Offer a free meal for them to try it and write about it.
3. Provide a “behind-the-scenes” look at your restaurant
Showcase you and your employees and what you each of do, what you like and how you’re coping. Show your followers how you are managing your curbside pick-up business. You are a part of your community, and if your guests know you they’re more likely to order from you. Don’t be afraid to share yourself, as it builds loyalty and familiarity. This can be photos with captions or a short 10-second video shot with an iPhone.
4. Try different social media channels you haven’t used before
Most people have their preferred social media channel. Some like Facebook, others like Instagram, and if you’re younger you are probably on TikTok. Now is the time to experiment with different channels to reach different audiences. TikTok and YouTube focus on video, so maybe you want to share a cooking demo on those channels. Instagram is all about beautiful photography so share images of your menu items. You can provide different content on different channels that best match users’ expectations.
5. Introduce special offers online
Not only do you want to utilize your social channels, but you want to grow them. Posting special offers only found on Facebook or Instagram will encourage guests to follow you so they don’t miss out.
Share what you and your employees are up to in the restaurant to build loyalty and familiarity6. Share your opening strategy
Don’t hesitate to share your reopening plans. Keep guests apprised of your timeline, goals and reopening status. It will keep them interested and will keep you on their list of places to go once they can get back inside restaurants.
7. Advertise your social channels
Don’t forget to tell guests where to find you online. Make sure your packaging materials and website list your social channels.
There are so many ways to be creative and experiment on the different social media sites right now to keep up with customer engagement. And remember, all the work you do now will only help you more once you are fully back open and life starts to look normal again. Take this time to build your relationship with guests online so you can keep that relationship going in person later.
Ellen Weaver Hartman, APR, Fellow PRSA, is the CEO of Hartman Public Relations, a full-service public relations and crisis management agency specializing in the foodservice industry. Hartman has experience working for global food and beverage companies in QSR, full service, fast casual, convenience stores and airport concessionaires. An industry leader for more than 30 years, Hartman served as vice president for communications and diversity at AFC Enterprises. She has helped restaurant clients through a variety of crisis situations including contagious diseases (COVID-19, Norovirus, Hepatitis A), violence in the workplace, sexual and racial discrimination, cybercrimes, criminal activities in the company and environmental disasters. She is active in the Women’s Foodservice Forum, Les Dames d’Escoffier International and serves on the board of the Georgia State University School of Hospitality. She earned her APR accreditation from the Public Relations Society of America and is a member of PRSA’s Fellow program for senior accomplished professionals.
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