Marketing Really Matters:
Customers Need to Know You’re Open Customers need to know what you’re doing and have easy, actionable ways to connect. Use these ideas to communicate about the status of menus, promotions, service options and operating hours. Think about channels inside and outside the restaurant, including the brand website, social media and third-party channels.
Each channel should enable action, where action is making an order.
Collect Real-Time Guest Data
Pair technology with marketing, showing consumers the way.
• Ensure a feedback mechanism pre- and post-order
Add clear links to the order channel.
• Collect info via QR codes on boxes, menus, during delivery, etc.
Add clear location information, with map and directions. Leverage your solution provider’s marketing capabilities and/or partner with companies to identify complementary marketing opportunities. Use templates and marketing frameworks to build content at a macro level that can be adjusted at a micro level. Use SEO and consider advertising for things like grocery options, delivery time and price. For example, market to consumers looking for grocery delivery who may be experiencing a considerable shortage of delivery windows. Promote bundled meals and/or repeat delivery programs. Leverage your email database and solicit opt-ins from all new customers. Update CRM with COVID-19 communications, orders, preferences. Build a customer database for post-COVID-19 promotions.
RESTAURANT TECHNOLOGY NETWORK
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• Measure guests’ receptivity of evolving menus, service, and safety standards to discover what’s working and what needs improvement. • Try integrating live data feeds of in-moment guest feedback for integration into CRM, BI, and staff communication tools.
