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"Maximize impact and return on investment:  Be personal, unpredictable and interesting."

After thousands of employees, success stories which includes repeatedly doubling sales, restaurant turn-arounds, quintupling sales as a restaurant owner, I pass on to you tools and restaurant marketing ideas which have helped many in the restaurant business enjoy success.

The articles about restaurant marketing are but a small piece of the puzzle and I offer them free of charge to help you get over the obstacles.

Michael Hartzell specializes in the training and development of individuals and organizations with a primary focus on innovative marketing to grow sales and profits.

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Establish Restaurant Credibility by Using Photos on Facebook

 

If you run a restaurant and have a Facebook Page and you’re not posting pictures, then you’re missing out on a huge opportunity. The aroma of what’s in the ovens isn’t going to convince anyone not already on site.

restaurantfood

For those beyond smelling distance, just a glimpse of what’s cooking as it slips past their news feed might be all the convincing they need to drop on by. It’s also easy to forget factors other than food worth highlighting that may add to a customer’s overall expected experience.

Farris Bad restaurant and bar Photo: Farris Bad / Morten Rakke


Easy and Appealing

Even the most standard point and shoots and camera phones these days produce decent quality photos. You don’t need to hire a professional photographer to fabricate the perfect food picture. The thing about it is one of the worst things you can do is falsely represent what visitors can expect. Think about how your dishes are served to the tables. Don’t misrepresent that. Good lighting, interesting angles and close up details of distinct elements of your dishes should be all you need to keep in mind for a quick photo to share with your followers. Start with your signature dishes. Build up an archive ahead of time so you don’t have to scramble each day to get a new shot.

signaturedessert

Establishes Credibility

A merchant who doesn’t show off their wares has little to offer and is hardly trustworthy. If you don’t take pride in the handiwork of your kitchen and wait staff, how can people trust their experience will be worthwhile? Posting photos of what people can expect provides comfort in the fact that you trust their expectations will be at least met if not exceeded. Pictures of a full dining room are also comforting, establishing trust that many people find your restaurant worthwhile. Behind-the-scenes shots of a bustling kitchen are also reassuring.

photo

photo by: avlxyz


Beefs Up Daily Special Postings

Your average deal-seeker isn’t going to show up at your restaurant to figure out what the daily special is, so you better be doing more than stuffing inserts into your menus. Put that up on Facebook with a photo, even if it’s the same every week. One glimpse of that Thursday Reuben Melt special as folks are deciding where to escape work could make all the difference. The promise of a deal on something that looks like it will tickle taste buds and hit the spot could be the very deciding factor on where the crew from the office down the street go for lunch.

photo

photo by stu_spivack

Food appeals to all the senses, so use the visual nature of it to appeal to people online. Patronage is rooted in expectations, whether it be a recommendation from a friend or the picture that popped up on Facebook. Feed those expectations by featuring photos of your restaurant’s dishes or action shots from your kitchen, and you’ll give people a more convincing reason to stop on by. Establish credibility before they arrive and solidify that credibility by ensuring their satisfaction from the minute your customer walks through your door.

funnybread


About the Author:
  Evan Benner blogs for Big Like. The company provides affordable and effective tools for small businesses to enhance their presence on Facebook. Check them out at http://www.biglikeco.com

Comments

I have coached my clients over and over on the power of "POP" People, Offers, Pictures when using Facebook to market their restaurants. Posting pictures of food, preparation, and ingredients stimulates the senses. Posting offers (not discounts) is a way for retaurants to showcase their unique points of difference, and posting pictures of people allows restaurants to share their personalities. Michael this is yet another great article from you and I learn something everyday from you. 
 
Thank You, 
 
Mark
Posted @ Friday, December 07, 2012 6:52 PM by Mark Moreno
Mark, 
 
Excellent! POP on Facebook. I like it. People, Offers, Pictures. Thank you for sharing that. Great advice you are giving. An honor to have your great feedback Mark.  
Posted @ Friday, December 07, 2012 8:03 PM by Michael Hartzell
This is a little different from your point, but it's relevant and so cool I thought I'd share: there's a restaurant in New York that prints modest all-type menus with an Instagram tag at the bottom and, in effect, makes their customers do all the work of displaying their food. Of course, it helps that their customers are upscale New York types who take pretty darn good Instagram photos, but still, it's pretty clever. This is my blog post about it, which I include not to toot my horn (I actually have no horn) but because it has the pretty-interesting details: http://bit.ly/12jAENT
Posted @ Tuesday, December 11, 2012 3:19 PM by Charlie Hopper
Thank you Charlie. Every idea which can help restaurateurs is a good idea. Appreciate it.
Posted @ Tuesday, December 11, 2012 5:03 PM by Michael Hartzell
I definitely agree - love the POP acronym, too. I also want to point out that Facebook posts with pictures get more engagement from Facebook fans, too - more likes, shares, and comments. A wall littered with photos of the restaurant is far more exciting than text updates.
Posted @ Thursday, December 13, 2012 7:13 AM by Michael
Michael, 
 
Yep. Thinking about it further, the photos and graphics certainly inspire more response than text. Easy when you think about it. But then, creating photos/images is more difficult than just text. thank you for your comment! Mike
Posted @ Thursday, December 13, 2012 10:06 AM by Michael Hartzell
Sites having great social media streamlining and social indicators have a tendency to have better rankings in Google Natural postings. In 2013, social indicators positively are a crux standing component. pandalinkbuilders
Posted @ Friday, July 05, 2013 1:34 AM by jamesichiros
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