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Restaurant marketing in the 'new normal'

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Mehvish Alam Quadri
Mehvish Alam Quadri

The restaurant business in India has come to a halt. The nationwide lockdown in the wake of the coronavirus pandemic has sounded the death knell for quite a few restaurants and pushed many others to the brink. There has been virtually no business for almost four months now, and delivery orders are insignificant. We take a look at what restaurants can do to spend money wisely, frugally, and effectively to reach their target audience and increase sales

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Restaurant Marketing in the ‘New Normal’ Efficient Advertising with Limited Marketing Budget ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
The restaurant business in India has come to a halt The nationwide lockdown in the wake of the coronavirus pandemic has sounded the death knell for quite a few restaurants and pushed many others to the brink There has been virtually no business for almost four months now, and delivery orders are insignificant The COVID-19 Aftermath 40% restaurants may not recover from the impact of COVID-19 lockdown 2 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Read through to see how you can spend your marketing budget efficiently to get the most bang for your buck The COVID-19 Aftermath 3 While revenues have been close to zero for many restaurants, there is no avoiding fixed costs like rentals, electricity, and salaries Operating cost will rise further because of social distancing, hygiene, and sanitation-related costs With the industry already operating on razor-thin margins, it is important now more than ever to spend every rupee wisely ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Discussion Outline 1. Traditional mistakes in Digital Advertising 2. Customer acquisition vs Customer Retention 3. Your Gold Mine 4. Performance based Advertising 5. Get your Free Brand Appraisal Report 4 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
More than your vanity metrics like Reach, Likes and Comments, ultimately what matters is your Restaurant Sales Traditional mistakes in Digital Advertising 5 Many restaurant owners and operators boost their Facebook and Instagram posts and target a broad audience This is like advertising on a Hoarding visible to everyone who might have little or no interest in your business If you’ve tried using Facebook ads and feel like you’ve been badly burnt, a lack of strong targeting is likely the cause of this ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
7xRestaurants spend seven times the amount to attract new customers than to retain existing customers 6 In simpler terms, restaurants are wasting a lot of money to reach the WRONG people ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
What if I tell you that you already have a gold mine that you don’t know about? 7 Read on to learn how you can save money on your advertising budget and attract more customers by using your gold mine and taking a smart, targeted approach What if you can use this gold mine to Get More Customers AND Spend Less Money doing so? hesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Segmentation & Targeting Location You can target countries, cities, or even as specific as a radius around your restaurant Demographic Age, Gender, Occupation, Relationship Status, etc Interests Interest-based targeting helps you focus on only those people who closely resemble your customers 8 Duration Choose how long you want to run your ads, what time of the day you want to show the ads Enagement Define what you want Facebook to optimize the campaign for - clicks, views, impressions, likes, shares, conversions Budget Set your Daily or Monthly budget so as to not overspend on ads that are not showing results and tell Facebook to spend the allotted budget toward reaching your goals When setting up a digital campaign and creating an ad, you can choose from a wide range of options when it comes to deciding who you want to see the ad ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
The Customer Journey 9 Customer journey always follows a process from awareness about the restaurant, to the action the consumer takes to visit or order online The convert a Cold lead to become a Warm lead to finally become a Hot Customer is painstaking, time consuming and, the worst of all, expensive Cold Warm HotBut what if there is a way to not go through this journey and directly target your Hot customers? -Who already know your brand -Who just need a push to buy from you again Leads ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Remember the Gold Mine I was talking about earlier? 10 It’s Your Customer Database Maybe you are thinking Pfft I already know that! I use my database to do SMS and Email campaigns! But give me a second. Do you use your database to do Facebook and Instagram Advertising? Let me show you how ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Setting Up Your Gold Mine Facebook lets you upload your current email lists, text marketing lists, and online ordering lists to Facebook Ads Manager Facebook then uses this data to match the information with current Facebook users This allows you to target your campaigns with razor-sharp focus and avoid spillovers to uninterested audience 11 PRO TIP #1 Email and SMS campaigns are bad performers in terms of ROI. You can use your database to do WhatsApp Marketing instead. The ability to include creatives, images, videos etc. means you can show the uniqueness of your brand Your current customers are your most interested audience ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Using Your Gold Mine: The Process 12 1. Use your Customer Database to create Custom Audiences Stop wasting money on Interest- based targeting 2. Target Custom Audiences to increase brand loyalty Lowest cost ads that you can run on Facebook & Instagram 3. Target Lookalike audiences Facebook helps you reach other people who are similar to your existing customers and efficiently use your data get more value out of your marketing budget ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Using Your Gold Mine: The Process 13 1. Use your Customer Database to create Custom Audiences Stop wasting money on Interest- based targeting You can even create a Custom Audience based on people who have engaged with your Facebook Page, Instagram Profile or any of your posts or videos! In your Facebook Ad Manager, Go to ➢ Audience ➢ Custom Audience ➢ Customer List ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Using Your Gold Mine: The Process 14 2. Target Custom Audiences to increase brand loyalty Lowest cost ads that you can run on Facebook & Instagram In your Facebook Ad Manager, During Ad Campaign Creation ➢ Create New Audience ➢ Use Custom Audience ➢ Select your “Customer List” ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Using Your Gold Mine: The Process 15 3. Target Lookalike audiences Facebook helps you reach other people who are similar to your existing customers and efficiently use your data get more value out of your marketing budget In your Facebook Ad Manager, During Ad Campaign Creation ➢ Create New Audience ➢ Use Lookalike Audience ➢ Select the accuracy of the Lookalike Audience ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
PRO TIP #2 If you have a website, you can also target customers who have visited your website but have NEVER shared their contact details with you 16 This can be done with a tool called Facebook Pixel And it is completely FREE ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Take Authority of your Ads, Increase your Conversion Rates, and Decrease your Cost per Acquisition 17 Because only you know the value of your money Churn your Gold Mine to make you Gold ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
PRO TIP #3 Click here to get a Free Brand Appraisal Report 18 What you’ll get in the report: ▪ Brand Awareness (How many people are searching for you?) ▪ Seasonality of your customers ▪ Your Top Influencers ▪ Competition Mapping ▪ Keyword Ideas ▪ And more.. ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
Restaurants are going through tough times If you know someone who owns a restaurant, help them with this guide Let us all strive through this together and emerge stronger and more efficient 19 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl Click on the Icon to Share Via
Digital Marketing Support ▪ Create Buyer Personas to understand and target your top spenders ▪ Create compelling and impactful ads to increase your sales ▪ Share reports about your customers including geography, demographics, lifestyle, and purchase behavior ▪ Create visually appealing emails for your customers Brand Strengthening ▪ Create empathetic content to improve brand trust on your Social Media ▪ Target your customers and your Lookalike audiences through WhatsApp Marketing Consumer Trust ▪ Reach your customers through credible sources of information ▪ Influencer campaigns with high engagement ▪ Feature in offline and online publications How We Can Help 20 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
We have worked with 21 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl T H E B U R G E R P E D D L E R
Reach Us At Priyanka Gandhi +919082909662 priyanka@thesocialbowl.co.in 22 Mehvish A Q +918169218937 @thesocialbowlofficial TheSocialBowlOfficial ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl

More Related Content

Restaurant marketing in the 'new normal'

  • 1. Restaurant Marketing in the ‘New Normal’ Efficient Advertising with Limited Marketing Budget ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 2. The restaurant business in India has come to a halt The nationwide lockdown in the wake of the coronavirus pandemic has sounded the death knell for quite a few restaurants and pushed many others to the brink There has been virtually no business for almost four months now, and delivery orders are insignificant The COVID-19 Aftermath 40% restaurants may not recover from the impact of COVID-19 lockdown 2 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 3. Read through to see how you can spend your marketing budget efficiently to get the most bang for your buck The COVID-19 Aftermath 3 While revenues have been close to zero for many restaurants, there is no avoiding fixed costs like rentals, electricity, and salaries Operating cost will rise further because of social distancing, hygiene, and sanitation-related costs With the industry already operating on razor-thin margins, it is important now more than ever to spend every rupee wisely ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 4. Discussion Outline 1. Traditional mistakes in Digital Advertising 2. Customer acquisition vs Customer Retention 3. Your Gold Mine 4. Performance based Advertising 5. Get your Free Brand Appraisal Report 4 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 5. More than your vanity metrics like Reach, Likes and Comments, ultimately what matters is your Restaurant Sales Traditional mistakes in Digital Advertising 5 Many restaurant owners and operators boost their Facebook and Instagram posts and target a broad audience This is like advertising on a Hoarding visible to everyone who might have little or no interest in your business If you’ve tried using Facebook ads and feel like you’ve been badly burnt, a lack of strong targeting is likely the cause of this ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 6. 7xRestaurants spend seven times the amount to attract new customers than to retain existing customers 6 In simpler terms, restaurants are wasting a lot of money to reach the WRONG people ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 7. What if I tell you that you already have a gold mine that you don’t know about? 7 Read on to learn how you can save money on your advertising budget and attract more customers by using your gold mine and taking a smart, targeted approach What if you can use this gold mine to Get More Customers AND Spend Less Money doing so? hesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 8. Segmentation & Targeting Location You can target countries, cities, or even as specific as a radius around your restaurant Demographic Age, Gender, Occupation, Relationship Status, etc Interests Interest-based targeting helps you focus on only those people who closely resemble your customers 8 Duration Choose how long you want to run your ads, what time of the day you want to show the ads Enagement Define what you want Facebook to optimize the campaign for - clicks, views, impressions, likes, shares, conversions Budget Set your Daily or Monthly budget so as to not overspend on ads that are not showing results and tell Facebook to spend the allotted budget toward reaching your goals When setting up a digital campaign and creating an ad, you can choose from a wide range of options when it comes to deciding who you want to see the ad ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 9. The Customer Journey 9 Customer journey always follows a process from awareness about the restaurant, to the action the consumer takes to visit or order online The convert a Cold lead to become a Warm lead to finally become a Hot Customer is painstaking, time consuming and, the worst of all, expensive Cold Warm HotBut what if there is a way to not go through this journey and directly target your Hot customers? -Who already know your brand -Who just need a push to buy from you again Leads ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 10. Remember the Gold Mine I was talking about earlier? 10 It’s Your Customer Database Maybe you are thinking Pfft I already know that! I use my database to do SMS and Email campaigns! But give me a second. Do you use your database to do Facebook and Instagram Advertising? Let me show you how ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 11. Setting Up Your Gold Mine Facebook lets you upload your current email lists, text marketing lists, and online ordering lists to Facebook Ads Manager Facebook then uses this data to match the information with current Facebook users This allows you to target your campaigns with razor-sharp focus and avoid spillovers to uninterested audience 11 PRO TIP #1 Email and SMS campaigns are bad performers in terms of ROI. You can use your database to do WhatsApp Marketing instead. The ability to include creatives, images, videos etc. means you can show the uniqueness of your brand Your current customers are your most interested audience ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 12. Using Your Gold Mine: The Process 12 1. Use your Customer Database to create Custom Audiences Stop wasting money on Interest- based targeting 2. Target Custom Audiences to increase brand loyalty Lowest cost ads that you can run on Facebook & Instagram 3. Target Lookalike audiences Facebook helps you reach other people who are similar to your existing customers and efficiently use your data get more value out of your marketing budget ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 13. Using Your Gold Mine: The Process 13 1. Use your Customer Database to create Custom Audiences Stop wasting money on Interest- based targeting You can even create a Custom Audience based on people who have engaged with your Facebook Page, Instagram Profile or any of your posts or videos! In your Facebook Ad Manager, Go to ➢ Audience ➢ Custom Audience ➢ Customer List ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 14. Using Your Gold Mine: The Process 14 2. Target Custom Audiences to increase brand loyalty Lowest cost ads that you can run on Facebook & Instagram In your Facebook Ad Manager, During Ad Campaign Creation ➢ Create New Audience ➢ Use Custom Audience ➢ Select your “Customer List” ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 15. Using Your Gold Mine: The Process 15 3. Target Lookalike audiences Facebook helps you reach other people who are similar to your existing customers and efficiently use your data get more value out of your marketing budget In your Facebook Ad Manager, During Ad Campaign Creation ➢ Create New Audience ➢ Use Lookalike Audience ➢ Select the accuracy of the Lookalike Audience ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 16. PRO TIP #2 If you have a website, you can also target customers who have visited your website but have NEVER shared their contact details with you 16 This can be done with a tool called Facebook Pixel And it is completely FREE ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 17. Take Authority of your Ads, Increase your Conversion Rates, and Decrease your Cost per Acquisition 17 Because only you know the value of your money Churn your Gold Mine to make you Gold ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 18. PRO TIP #3 Click here to get a Free Brand Appraisal Report 18 What you’ll get in the report: ▪ Brand Awareness (How many people are searching for you?) ▪ Seasonality of your customers ▪ Your Top Influencers ▪ Competition Mapping ▪ Keyword Ideas ▪ And more.. ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 19. Restaurants are going through tough times If you know someone who owns a restaurant, help them with this guide Let us all strive through this together and emerge stronger and more efficient 19 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl Click on the Icon to Share Via
  • 20. Digital Marketing Support ▪ Create Buyer Personas to understand and target your top spenders ▪ Create compelling and impactful ads to increase your sales ▪ Share reports about your customers including geography, demographics, lifestyle, and purchase behavior ▪ Create visually appealing emails for your customers Brand Strengthening ▪ Create empathetic content to improve brand trust on your Social Media ▪ Target your customers and your Lookalike audiences through WhatsApp Marketing Consumer Trust ▪ Reach your customers through credible sources of information ▪ Influencer campaigns with high engagement ▪ Feature in offline and online publications How We Can Help 20 ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl
  • 22. Reach Us At Priyanka Gandhi +919082909662 priyanka@thesocialbowl.co.in 22 Mehvish A Q +918169218937 @thesocialbowlofficial TheSocialBowlOfficial ThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowlThesocialbowl