bc restaurant news The Voice of Your Industry
SOCIAL MEDIA
REVOLUTION Are you using it effectively?
Feb/March 2010
inside
Feb / March 2010
FEATURE: Social Media
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Social Twitter video
networking fan YouTube
widgets
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promote of
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youtube
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wordpress
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Linking it All Together
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iPhone App From Tourism BC
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Be Power Smart
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HR: Using social media for HR
MEMBERSHIP 14
Newsmakers
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New Members
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Events
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Buyer’s Guide Coming April 2010
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Dining Out For Life
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BLOGGING
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EDUCATION
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Presidents Message to make life easier makes today’s PDA devices more than just a way to keep track of appointments. And with some practice (which means putting your blackberry away) typing on an iphone is accurate and fast. Every morning I go through the ritual; check both email accounts, check facebook, review Bloomberg, and scan the NY Times, Washington Post, and USA today. I am getting all the information that used to take me hours to go through in a matter of minutes. And what about that business appointment at the location I have never been to? I will simply use the voice guided GPS application to make sure I get there via the fastest route and on time. And while driving around I may as well pick up that bottle of wine, and some groceries for that evenings dinner. I will simply going to Google maps, type in what I am looking for and voila, there just happens to be a specialty wine shop around the corner!
TECHNOLOGY AND THE SIMPLE (R) LIFE I have always had a great interest in technology and computers. I remember my early days in the wine industry (mid 80’s) and actually having to find a phone booth to confirm my appointments. Those days, cell phones were the size of a wine bottle and in-car kits were the rage. The problem was no one could afford the air time! 2010. We are wired, or should I say unwired, in every respect. Today, it is about having access to the information you want, when you want it, and fast. Before I get too far into it, let’s get it out in the open - I have a bias; I am an iPhone guy. So all you blackberry die hards please bare with me while I extol the virtues of my favourite device. The easy access and visual appeal of accessing the web and the thousands of applications
Down time? Catch a quick video on you tube, download the song you heard but didn’t know the name of from Shazam, dictate a memo, and have it transcribed into text, take a few pictures, upload them to facebook and then hit the gym guided by the training and tracking fitness program application. At the end of the day tune into almost any radio station from around the world or catch the latest movie or music from iTunes. So today, my once trusty laptop has pretty much become a device solely used for longer correspondence and spreadsheets. What once used to be my constant travel companion is now becoming cumbersome, and I sense that soon it will be headed for the back of the closet to keep that old cell phone company. Boy, I sure hope someone at Apple reads this and decides I should become a tester for the new iPad. If you’re in the market for an iPhone (or any other mobile device) check out the BCRFA’s corporate plan for members, or contact Shunney Sidhu 604-417-1520.
BC Restaurant News pg. 3
social media SOCIAL MEDIA FOR RESTAURANTS Do you care what people are saying about your restaurant online and through social media? If you don’t, you should. Gone are the days where one person’s bad experience was told to ten others, who then told ten others, and so on. Nowadays, one person’s bad experience is tweeted to 2,500 others, who then retweet to 2,000 others, who then post to their blogs, facebook, myspace, and so on. In a world where 78% of consumers trust peer recommendations, negative reviews can quickly spread like wildfire on the internet – and the worst part? You may not even know it. In today’s economy where competition is strong and business is tight, tracking and promoting your establishment online may not be a top priority but, the fact of the matter is that now more than ever before, it is crucial that you figure ways to promote yourself virally. The great news is – most of these vehicles cost little or no money. Still not convinced? If you think social media is a fad, watch this YouTube video. You will quickly realize that “in the near future we will no longer search for
products and services; they will find us via social media” and that “social media isn’t a fad, it’s a fundamental shift in the way we communicate”. (http:// www.youtube.com/user/Socialnomics09) Who knows, you may even learn something from the most important person to your business – your customer.
“
Twitter is a social networking and microblogging service that allows you answer the question, “What are you doing?” by sending short text messages 140 characters in length, called “tweets”, to your friends, or “followers.” Visit www.twitter.com and open an account. Fill out your infor-
You can’t just say it, you have to get the people to say it to each other.
”
James Farley, CMO Ford.
Getting Started
Don’t be overwhelmed, start with the basics and build from there. Start with Twitter, Facebook, YouTube and a Blog, link them all together, and you will be well on your way to showcasing your brand online.
TWITTER: In our opinion, one of the simplest social media sites for start up and updating is Twitter.
mation, and note that your username will be what people see you as (eg. @BCRFA). Once your account is created, log into your settings. Here you will be able to upload a picture and choose a background for your profile that reflects your brand. The next step will be adding people to your profile, which is called “following” them. Search for other users by typing relevant searches into the search BC Restaurant News pg. 4
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is your company using it effectively? pane. Try searching “restaurants”. Once accounts come up, click on the “follow” icon. Start by following a few people, posting interesting tweets, and watch as your own following builds. Look for @BCRFA and follow us! Be careful not to follow too many people in a short time, as Twitter will consider you a spammer. Instead, try to get a good base going, and garner more interest through interesting tweets, restaurant specials, and maybe even twitter-only coupons, which you will even be able to track if you require a print out of the tweet for redemption. A good ‘tweet’ doesn’t boast about how great your restaurant is, is engages people and convinces them that you have something to offer. Conversational tweets get the most feedback. Here are a few tasty tweets to tweet about:
1. Specials & Unique Food Items:
Do you have 10 cent wings on Tuesdays? Let people know how delicious they are and what drink specials you have to go along with it. Maybe share an interesting fact about where you get your sustainable seafood.
2. Menu:
Trying a new menu item? Get feedback from your followers and find out what they think of the new additions and features.
3. Drink List:
People love to know about Bellini specials! Did you just get a new beer on tap? Let us know why you love it and maybe even the story behind it.
4. Community Stories & Events:
People seek connections on social media. If there’s an interesting story or history behind your restaurant, let your followers in on the secrets.
5. Retweet:
Retweet people within your community, and reply to those who tweet to you, maybe even set up a time at the restaurant for a tweet meet. The point is, Twitter is an amazing way to tweet daily specials and other promotions, but it’s also a free avenue that you, as a business owner, can utilize to hear your customers and listen to what they’re saying about your food. Keep your tweets conversational, interesting, engaging, and compelling and you might just garner a following of people you never thought would be possible.
@BCRFA Members on Twitter:
@sushiinsooke @grousemountain @Irashai @petesplacepizza @WickInnBC @cactusclubcafe @earlsrestaurant @DynamicHR @Glowbal_Group @CruRestaurant @ElixirVancouver @BurgooBistro @GoldfishKitchen @crestaurant @VancouverAqua @TheSmokingDog @TheRefineryVan @foodie_photo @HartHouseRest @dedutch @YBC_brewing @charmmodernthai follow them individually or click here to follow our Twitter Member list to receive all the updates!
BC Restaurant News pg. 5
FACEBOOK:
Facebook is unique for restaurants because it allows you to use it on two levels. One, on a personal level to build your contact list, share news, connect with people from out of town, and more. Two, on a business level, as it allows you to open a business page separate from that of your personal one, yet use your personal contacts to build your business page. Visit the BCRFA Facebook Page here and see what we’ve come up with! Businesses can create a “fan page” by clicking here. You will be required to either log into your account, or create an account if you do not have one. Anyone can create a Facebook page – it’s a great way to connect with online users without using your personal profile. Personal information does not show up under your fan page, even though it is linked to your account so you can make edits.
Ways Restaurants Can & Should Use Facebook for Business 1. Familiarize yourself with Facebook’s information about Business Accounts, Safety Information, and Help Centre. 2. Once you have a completed business account, build a fan base by obtaining your vanity url (this link will allow users without Facebook to view your page) and posting it on your other social media sites, email signature, and website. 3. Post restaurant updates on your wall so
fans can connect with you. Your updates will show up in their main feeds. 4. Invite friends to join your page by suggesting it to them through Facebook. 5. Upload a profile picture and interesting photo albums. 6. Create “Notes” on your page discuss the newest updates, alerts, and news. 7. Add applications to your page, such as YouTube videos and RSS feeds. 8. Add custom tabs to your page to personalize. 9. “Favorite” other people’s pages, they might add your page to theirs, and everyone ends up helping out each other! 10. Fill out your information blurb box with a short, catchy blurb (located under the profile picture). 11. Add useful resources, links, and articles to your wall. If you are posting monstrously long links, try to use www.tinyurl.com to keep your posts neat and concise. 12. Monitor your statistics. Facebook keeps track of who has joined as a fan and who’s interacting with your page. 13. If you wish, you can purchase advertising to promote your fan page among users on the site.
Helpful Hint:
If you’re not interested in creating a Fan Page and updating it daily, opt for a Facebook Group instead. Although it won’t have the functionality that a Fan Page has, it will still allow you to post notes, on the wall, and promote to users.
BC Restaurant News pg. 6
social media YOUTUBE:
YouTube is the second largest search engine in the world with over 100,000,000 videos. BCRFA has found YouTube to be useful for spreading news clips of important topics to online audiences, such as information on the harmonized sales tax. Check out the BCRFA YouTube Channel. YouTube allows people to subscribe to your videos, and if you don’t find your business has much to post online, you can search other people’s videos and add them to your favorite category. This will also make it easier to post interesting video content on your other social media outlets, all you will have to do is post the YouTube URL!
BC Restaurant News pg. 7
WORDPRESS (BLOG):
A blog is an extremely effective way of obtaining an internet presence in the absence of a website. For small businesses that may not have the time, money, or man power to create and update a website, blogs allow people to get to know your business online. There are many formats for blogging available on the web. We happen to like Wordpress because of its flexibility. You have the ability to select a background of your choice, add pages and tabs, add applications, add links, change banners, and so much more. You can also opt to have free hosting, or upgrade to premium hosting or VIP hosting. For as little as $15/year, you can map your domain name, meaning take out the ‘wordpress’ part of the URL. This makes the URL appear like a webpage, and for those who cannot afford the regular upkeep of a webpage, this could be a great option. A blog makes it easy to maintain and add information to your page, meaning your customers will never see outdated text. Blogs also allow people to post comments, inviting interaction from your potential customers. Authentic and genuine blog posts will market your restaurant well, especially if you incorporate the community in some way. Like all social media, a blog must be done well to be effective. Treat your blog like an online journal that discusses, not re-posts press releases. This form of online
communication is an incredible tool; once you post a blog entry, it can then be tweeted and posted on facebook as well. Tips on Creating an Effective Business Blog: • Keep it personal. A blog is meant to be conversational, not a place to re-post press releases. • Make it interesting. Make your readers want to return again. • Give back to the community. Post how your restaurant is giving back and how you’re involving the public in doing so. • Make it re-postable. Write an entry that a reader would feel compelled to share. Whether it is cooking tips or a discussion about the entrée that your chef has adapted for at home cooking – make it useful enough that readers will want to post on their own social networks. • Use keywords within your posts. Someone may use keywords in search engines and pull up a particular blog post of yours. • Track web traffic to your blog. Wordpress has free counters you can add to your page. • Make note of good blogs. Find out what gets people commenting and posting their own information. Remember that for future entries. • Keep posting content. Make an effort to post quality content on a regular basis so people continue to have a positive impression of your restaurant. Don’t give up!
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social media LINKING IT ALL TOGETHER
While this may seem overwhelming to those who have yet to dip their toe into the social media pool, it really can be accomplished with an investment of time and patience (and a 20 something on your staff won’t hurt either). And while each of these vehicles can promote your business on their own, for maximum effectiveness, you should be linking all of your accounts together online. If you have a Twitter account, it should have the link to your website, and you should be posting the links to your Facebook accounts, Myspace pages, Flickr, Blog, YouTube, and so on. People seek connections online, they notice when an account is half heartedly done, or never updated. Post interesting links, humorous blog posts, articles, pictures, and other media on a daily basis. Craft a message that remains consistent with your brand. If you don’t have the spare time to run the social media, try allocating a dedicated staffer to it – but be sure to still check in daily to monitor what’s being said.
A great example of how to fuse technology and social media is Earls Treats, created by Coincidence Labs. “We noticed that people send their friends pictures of drinks on their birthdays. We think it would be really neat to send them a real drink, rather than a picture of a drink.” Based on that conversation, Earls Treats was born (check it out here). Now anyone can send their friend a birthday treat or drink right through Facebook in about sixty seconds. The entire process is integrated into Earls’ point of sale system, so the Treat is delivered immediately and can be redeemed at any Earls across North America, perfect when you want to send gifts to friends in other cities. The result for Earls? A great way encourage traffic to their restaurants and the opportunity to transform a $5 Treat into a full dining experience.
If you’re considering using technology in your Mastered the art of Twitter, Facebook, YouTube, marketing programs, drop us a line at info@ and blogging? Try learning about these socoincidencelabs.com. We’d love to talk to you! cial media sites and how you might incorporate some into your online branding: • Flickr • Myspace • Linked In • Stumble Upon • Digg • Delicious • Hulu BC Restaurant News pg. 9
tourism bc iphone app are one of the hottest ways to get your product noticed and your message out. To date over 100,000 iPhone/ touch apps have been released with over 2 billion downloads! With all these applications flying around, one might wonder how a restaurant can get in on the action.
TAP INTO ONE OF THE HOTTEST MARKETING TRENDS: IPHONE APPLICATIONS Unless you have been living under a rock for the past two years, you most likely are already aware that iphone apps
After doing your research, you will probably decide that creating a custom app for an individual restaurant or chain is more work that it is worth; however, banding together with a large group of restaurants or an association will allow for greater visibility and larger consumer appeal. And while companies such as trip advisor and Urban spoon have taken on the task of creating these applications for restaurants internationally, visitors to British Columbia can satisfy their own app craving with Tourism BC’s recently launched Near Me BC application. This new application puts their already popular HelloBC Listing in the hands of consum-
ers. Using Google Maps and GPS technology, this free application provides access to the HelloBC Listings that are nearby the user’s current location, in real time directly on their iPhone or iPod Touch. For visitors, this means that when they arrive at their destination they will be able to easily find restaurants and they can even get driving directions directly to the business of their choice. There is also the option to search for HelloBC Listings in the community they are heading to next. It’s like having a Visitor Centre in the palm of their hands. For more information about Tourism BC’s new iPhone application, Near Me BC, visit HelloBC.com/iPhone. The BCRFA is the exclusive provider of restaurant listings for the HelloBC website. Ensure your business is seen by the millions of visitors to HelloBC every year simply by being a member of the BCRFA.
BC Restaurant News pg. 10
TOURISM BC IPHONE APP
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BC Restaurant News pg. 11
be power smart BCRFA TEAMS UP WITH BC HYDRO POWER SMART TO MAKE AN ENERGY-EFFICIENT RECIPE!
So start gearing up to energize your restaurant – here’s a brief snapshot of the exciting collaboration initiatives planned:
•Online Conservation Library resource tool which holds energyefficient information, such as It’s time to get smart about power success stories about other resusage! On January 4, BC Restautaurants, employee awareness rant & Food Association (BCRFA) programs, energy-efficient terms and BC Hydro Power Smart joined and other great Power Smart forces and launched a collaboraprograms, that you can use to tion to provide BC’s restaurateurs post on your restaurant websites with resources, information and or on message boards in your support to become energy-efficient restaurants for employees and in their workplaces. customers. •Low cost easy Green Tips for Being energy-efficient is easy and you and your employees to do you can start out with small low in your restaurant will go out in cost changes in your restaurant the monthly BCRFA newsletters. such as turning down the heat in •BC Hydro Power Smart Presenyour restaurant at the end of the tation at regional BCRFA AGMs work day. These small changes can where you can learn more from in turn reduce your energy bills and a BC Hydro Power Smart repreoperational costs while at the same sentative about why we need to time save energy and improve the conserve, how Power Smart can environment for all. Just remember help with funding to make your small changes can lead to big & Hospitalityrestaurant more energy-efficient SOCAN_Foodservice 2009.pdf 6/16/09 8:37:30 AM changes! and pick up energy saving tips
along the way. •BC Hydro Power Smart will host a specific workshop full of energy-efficient information geared towards restaurants and an “Ask an Expert” segment. •A small & medium business workshop at the 2010 Power Smart Forum where you will learn how to spot energy-saving opportunities in your business from an engineering expert. •And much more to come! Keep your eyes out and ears open on the upcoming initiatives and more on how BC Hydro Power Smart can sweeten up your business. You can also follow our conservation activities on the BCRFA twitter account and contribute your ideas and thoughts about conservation and our activities. Start conserving energy today! Here’s the first green tip: turn off the lights in rooms when they are not in use especially in the bathroom and in the hallways or kitchen closets.
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BC Restaurant News pg. 12
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human resources SOCIAL MEDIA: NOT JUST FOR MARKETING ANYMORE More and more companies are using social media for HR purposes, and restaurants are not excluded from this phenomenon. Social Media is not only connecting old acquaintances, it’s helping businesses employ and manage their staff in a social, interactive manner. LINKEDIN An online community where professionals meet and network, LinkedIn is creating new ways in which companies advertise and recruit, . Established in 2003 LinkedIn was created with five members who invited their most important contacts to join. As of 2010, there are over 55 million users spanning the globe. Membership is free, and each user has a personal page highlighting their professional history as well as contact information. LinkedIn allows members to join groups, view events, information on contacts and their connections, as well as look for jobs. For a mere $195.00US for a 30 day posting, employers are finding value for their money, receiving numerous qualified and professional responses to jobs posted. This may be a refreshing way to find staff as in the past many restaurants posted openings on free pages such as Craigslist, resulting in the manager sifting through hundreds of unqualified applicants. Members are also able to recommend their connec-
tions to other contacts for job opportunities, potential clients, and service providers. As a restaurant, LinkedIn allows you to network within the industry, opening up discussions with chefs, owners, managers and staff on important issues. Collaborations in a professional atmosphere result in better business and happier staff (all Fortune 500 companies are members of LinkedIn). The site has joined with other social networking sites and is available through Blackberry and Twitter, making it easier to manage your professional information.
have centralized access to staff availability, information and organizational tools such as Fly Notes, a notebook used as a management log. Daily crib sheets, labor cost summaries and sales forecasts are easily accessible through the site as well. ScheduleFly may just be the tool that gets rid of your staffing headaches once and for all. It makes staffing your restaurant easy and efficient, and engages everyone in your business. They offer a 30-day free trial to all restaurants: independents, group and chain.
SCHEDULEFLY
This site could be one of the most innovative and practical uses of social media. For a small cost (depending on staff size), ScheduleFly allows managers to easily create schedules and allow employees to access their schedules from anywhere. Established in 2007, this site is the key to scheduling success for hundreds of restaurants across Canada and the United States.
Although many companies have banned the use of Facebook during work hours, it is clear that this site has given businesses the opportunity to reach millions of people. Many restaurants have multiple pages on the site, including groups and fan pages.
Utilizing email, text messaging and social network sites such as Facebook and Twitter, staff members receive alerts when the schedule is created or when shifts are available to trade. Staff members are each given a profile where they post contact information, availability and requested time off. A message wall is available for all staff to write on, relaying information of specials, events and general communication. Managers
Private groups are a great way for employees to connect and chat while away from the restaurant. Information such as shifts available and events can be posted on the wall for others to see. It’s more than likely that most of the staff at your restaurant have a profile, and having a group page for staff is a great way to strengthen the ties within your team and promote friendships.
BC Restaurant News pg. 13
newsmakers Member Note: Kirin downtown will be re-opened on Feb 12, 2010 after 3 months renovation!
MEMBER TWEETS WORTH TWEETING ABOUT:
@powersmartbc: RT @djleanne: GirlOnWax crew at ‘Club Energy’ - Power Smart Village Feb 10-Feb 28 12pm-8pm Sustainable DanceFloor creates POWER when dancing.
GO TEAM CANADA!
@cactusclubcafe: Cracked 5,000 last night on FB and unveiled the new menu item: Peanut Butter Crunch bar! Check it out http://www. facebook.com/cactusclubcafe @HartHouseRest: Our Exec Chef Kris Kabush will be featured at May 25 Cooking with BC’s Best Dinner: $89.95, book now at http:// ow.ly/13QnE @dedutch: Lots of talk about restaurants raising prices during the games....not us! De Dutch prices will stay the same throughout the games! @WickInnBC: 6 essential computer accessories for travel http://bit. ly/9n8tPu via @msnbc_travel @HyattVancouver: Rough Morning? Can’t seem to get going? Well Thursday is 25% off day at Latte All Day! All Food and Drinks are 25%... http://bit.ly/c352uM @TheRefineryVan: specialty cocktail made for @schrammvodka finally done. Stay tuned for its whereabouts. It’s called Miss Saigon.
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BC Restaurant News pg. 14
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events DINE AROUND & STAY IN TOWN MEDIA LAUNCH Wednesday Feburary 17, 2010 Where: Harbour Towers Hotel (West Harbour Ballroom) Time: 5:00 – 8:00pm 345 Quebec St, Victoria BC Tickets: $30 +gst + Click Here For Ticket Outlets
SYSCO FOOD SHOW - PRINCE GEORGE February 17, 2010
SYSCO FOOD SHOW - ROADSHOW NELSON Wednesday February 24, 2010
PARKSVILLE UNCORKED: WINE & FOOD FESTIVAL February 25 - 28, 2010 + More
DINE AROUND & STAY IN TOWN February 18 - March 7, 2010 + More
GOLF, PUB & RECREATION SHOW - KELOWNA March 10, 2010 Delta Grand Okanagan
DINING OUT FOR LIFE March 25, 2010 + More
TASTE OF KELOWNA March 28, 2010
PHANTOM DINNER
April 15, 2010 Where: Ambrosia Conference & Events Centre Time: 6:30pm 638 Fisgard St, Victoria B.C Tickets: $100 per person or $700 per table of 8 - On sale now!
Harbour House Restaurant Johnston Packers Millos Restaurant Rodeo Burgers Swale Rock Cafe
Target Hospitality Marketing The Commodore Grand Cafe & Lounge Watermark Wine Bar West Coast Tap House BC Restaurant News pg. 15
reach thousands of business owners with one advertisement.
2010 Buyer’s Guide in print
full colour advertisements starting at just $400. 604 669 2239 stulk@bcrfa.com Close Date: March 5
Now accepting advertising for the only print edition of BC Restaurant News - April’s Buyer’s Guide. A full listBC Restaurant News pg. 16 ing of BCRFA suppliers distributed to business owners around the province.
next issue: Buyer’s Guide ©2010 British Columbia Restaurant & Foodservices Assoc. CONTACT 439 Helmcken Street Vancouver, BC V6B 2E6 t: 877 669 2239 f: 604 669 6175 e: info@bcrfa.com www.bcrfa.com ABOUT BC Restaurant News is the official publication of the British Columbia Restaurant & Foodservices Association. Published eight times a year. No part of this magazine may be reproduced without the written permission of the publisher. The views of this publication are not necessarily the views of the Association. The BCRFA reserves the right to refuse any advertising or part thereof. Subscription is included with membership. Contact 1 877 669 2239 to become a member. www.bcrfa.com BCRN is an online magazine. FOR EDITORIAL INFORMATION OR TO ADVERTISE Please Contact: Sharron Tulk Michelle Caesar t: 877 669 2239 e: info@bcrfa.com www.bcrfa.com Chair: John Harper CEO/President: Ian Tostenson Director, Finance: Durda Krilic Director, Marketing & Membership: Sharron Tulk Association Coordinator: Michelle Caesar Office & BCRN Contributor: Candice Harvey
BCRFA Patrons of Industry
Presented by
s DINING OUT FOR LIFE PARTNER WITH
THURSDAY, MARCH 25
BOOST SALES DURING THE MONTH OF MARCH ATTRACT NEW CUSTOMERS SUPPORT YOUR LOCAL COMMUNITY
On Thursday, March 25, restaurant customers from Whistler to White Rock and across the Fraser Valley will dine out to support people living with HIV/AIDS Up to 25% of food revenues that day to benefit Friends For Life and A Loving Spoonful
To promote your restaurant, Dining Out For Life will • • •
Launch an advertising, social media and earned media campaign Drive customers to our online list of participating restaurants Distribute collateral materials to restaurants to promote the event in-house
Joining is effortless
diningoutforlife.ca PLATINUM KNIFE
Contact Jenna at The Finer Details Event Planning 604.689.1463 dofl@thefinerdetails.ca
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BC Restaurant News pg. 18