The Restaurant Marketing Playbook Tackles 21st Century Marketing Challenges
By July Ramos Corona
As a W5 intern I've had the opportunity to express my opinions on various aspects of marketing research through blog posts. I’ve also learned how brands leverage W5’s research services, many of which support the restaurant and food and beverage space.
Therefore, I was thrilled to receive a copy of Charlie Hopper's second edition of "Selling Eating - Restaurant Marketing Beyond the Word 'Delicious.'" I was particularly interested in seeing how the skills and concepts I've learned on the job could be applied in the real world. Hopper's work centers around an area that I am very knowledgeable about as a college student―fast food and quick dining!
Here are some main points Hopper brings to light when inspiring the restaurant space:
In the last decade, tech changed everything
It’s no secret technology is in a different playing field now than when Selling Eating was released in 2013. “Your placement communicates your you-ness period” is one of the first quotes I drew directly from the book. Now the ways in which restaurants can reach their potential customers are limitless whether traditional, digital, or social, Hopper focuses on the media strategy.
His advice? Consult a professional media company.
Henry Persson, digital strategist at Young & Laramore, says that ‘digital transformation’ is basically what we are doing now, and making it digital! Customers can access food whenever, get it delivered whenever, all while earning points or restaurant rewards so you keep coming back to them. How do companies manage to keep track of all the marketing approaches? Tressie Lieberman, VP, Digital Marketing for Chipotle Mexican Grill says, “It’s just ‘modern marketing’. Some people still think there’s ‘brand marketing,’ then ‘digital marketing,’ then ‘PR,’ whatever else. But this is just how marketing is now.”
Hopper’s take? There is no discrimination between paid digital media, earned digital media, social media, etc..
“They hardly noticed what screen they are looking at as they move through their day.” He states all forms of communication are all the same to customers. But where can companies draw the line and differentiate their brand when everyone’s marketing tends to fall under the same form of communication?
With the dominance of social media, there is a variety of issues restaurants face when entering platforms like Twitter, Instagram, and Tik Tok.
Hopper says good ‘content’ is not just a restaurant talking about itself, it’s about actively giving people something to circulate―a reason to think about the restaurant.
His ‘not to do’ advice? “Don’t speak, unless you can improve the silence.” There are precautions he states, however. Social media is a form of free speech and companies should aim for their brand to engage with customers, but just be careful…
#WhyIStayed – This hashtag was used to share personal and heartbreaking stories of domestic violence in response to a video of an NFL player abusing his wife back in 2014. Tweets and replies following this hashtag became a trend, a way to share experiences online and reach out to those in need. DiGiorno Pizza’s social media manager unfortunately used the hashtag to promote their product without reading into its meaning. *Insert tweet here a long with apologies*
So, social media isn’t perfect…exactly! Social media has always been about humanness and being authentic. Increasingly users want candidness and conviviality online and a good example of this of a Chipotle who put the viral vine of a kid saying “OMG I love Chipotle, Chipotle is my life” on shirts, in tweets, even made a custom bowl about it. By teaming with Tik Tok Influencers to make their own signature, limited time only, bowls and quesadillas, Chipotle’s social media team is consistently raising the bar.
His advice? if you aren’t working with influencers or creators, you will be soon. Even a quick Google search “social media influencer agency” should get you started.
How are we answering these 21st century marketing issues?
In a nutshell? You can’t sell a product if you don’t know those to whom you are selling. The complexity comes when we take into consideration social media, digital transformation, shifts in consumers. The way marketers have identified these audiences has changed, but how do we keep up? Audience profiling is crucial to understanding your customers’ behaviors and attitudes towards your brand. Customer segmentation is all about tailored strategies with the goal to increase engagement, build loyalty, and ultimately drive sales and growth. To learn more, check out W5’s Segmentation white paper.
In addition to W5’s work in the category, we also support the advertising community. W5 has a record of accomplishment collaborating with independent advertising agencies, like Young & Laramore, supporting brands across industries, from insurance and healthcare to sports and pet care.
Interested in learning more about W5’s quick service work, check out this case study Spotlight: Inspiring a Plant-Based Menu Offering, or reach out here.