Word-of-mouth is still the most effective way to bring new restaurant guests into your doors, and the ease with which people can share online has amplified this effect. Surveys by Toast found that almost 60% of respondents use Facebook to find new restaurants, and over 30% of restaurant-goers check the establishment’s website before visiting.
You’ve most likely heard about the Keith Lee effect. At the top of the chain in the food influencer category, he can make or break your restaurant. Tending to review restaurants that the local community favors instead of the big, headline openings, he’s had a significant impact on these businesses.
Bon appétit reported on several restaurants that have experienced the Keith Lee effect and been changed forever.
- The Puddery in Houston: Janel Prator quit her job to open this “pudding bakery.” For the first year, business was slow. When she learned Keith Lee was going to Houston, she began tagging him in posts daily. He arrived, reviewed, and drew in 130 customers the following day.
- Joy Burgers in Las Vegas: Hector Garcia and his wife open their restaurant with little fanfare. For the first two months, there were no sales. The first year, regulars came, but it was not enough to sustain their business. Then, Keith arrived. In one day, they went from 24 TikTok followers to 6,000, followed by 120,000. The line went outside, and suddenly, people knew about Joy Burgers.
Of course, not everyone gets a Keith Lee visit. There are, however, steps to take to help you stand out from the crowd.
Where Do Potential Guests Look by Age?
Knowing your target market and where they search for possible restaurants helps determine where to focus your attention. Toast found that Facebook attracts the older generation, with 80% of those over 54 using this platform. Conversely, 45% of people aged 25-34 discover new restaurants on this platform, while 27% use Instagram. Women were more prone to use social media to locate their next restaurant.
Despite social media’s strong influence, a majority of people are still using search engines to find new restaurants, particularly the older crowd. Google Reviews is the number one place guests look, followed by Yelp.
A very telling sign was the content that influenced people’s choices. Even greater than the reviews, diners selected restaurants based on the pictures.
What Do Potential Guests Want to See?
Over 80% wanted to see photographs of the food and drinks. So, how do you get great food photos? Ensure the lighting is just right, with no shadows. When plating the food, look at it as an artist’s painting. Consider the colors, textures, and shapes.
Oxomoco, in Brooklyn, uses every type of picture to capture attention. This includes groups of employees, closeups of food, patrons enjoying themselves, and live fire.
In addition to food and beverages, almost 50% wanted to see a restaurant’s décor and aesthetics. One of the trending design styles popular on social media posts is the multi-themed restaurant. These spaces have multiple dining areas, each with its own theme.
Many believe that Instagram is responsible for changing the restaurant industry forever. While that may be a slight exaggeration, it’s safe to say that many restaurants have evolved with Instagram in mind. From food plating to design, their intention revolved around getting the most attention and creating an Instagram-worthy following.
And What About Your Website?
With Toast’s survey finding 32% of guests checking out websites before visiting a restaurant, this is an essential avenue to consider. Make sure you give your guests an easy-to-navigate experience that defines your brand. Your website should be as captivating as your social media accounts.
Has your restaurant clearly defined its space in the digital arena? If not, you’re leaving untapped potential on the table.
