WHAT IS RESTAURANT MARKETING?

Restaurant marketing is the process of utilizing marketing plans and strategies to research and understand the preferences and needs of customers. It aims to attract and retain customers, enhance brand recognition, and increase sales. In today's competitive business market, every restaurant, even the smallest eateries, needs to implement appropriate marketing strategies to expand customer reach and improve their competitive edge.

WHY SHOULD YOU DO RESTAURANT MARKETING?

Restaurant marketing not only helps attract additional diners but also contributes to creating a lasting impression on customers, thereby building a deep brand image in their hearts. A brand that is recognized and remembered by many will progressively grow stronger, helping the restaurant maintain competitiveness and achieve long-term development.

In the increasingly fierce competitive landscape, restaurant businesses need to prepare both offline and online marketing plans to make a strong impression on customers.

Particularly, in the era of Industry 4.0, the restaurant industry needs to know how to leverage digital platforms to reach a large potential customer base both domestically and internationally, enhancing marketing effectiveness and business development.

Why should you do restaurant marketing

RESTAURANT MARKETING: CREATING GOOGLE MAPS

With the growth of the Internet, users on phones and computers increasingly utilize this technology to search for good restaurants nearby. Adding your restaurant to Google Maps is a smart way to reach more customers. When customers search for 'restaurants nearby' on Google, Maps displays restaurants close to them. If your restaurant is not optimized on Maps, you might miss potential customers.

However, if you know how to optimize restaurant marketing based on location, you will attract many potential customers and increase the chances of turning them into loyal patrons. Besides Google Maps, platforms like Google AdWords, Facebook, Twitter, and personal websites also offer location-targeting features, helping restaurants attract the desired audience.

Restaurant Marketing: Creating Google Maps

ADVERTISING RESTAURANTS ON FOOD DELIVERY APPS

The number of mobile users in Vietnam is increasing, and the number of customers ordering food through mobile delivery apps is also on the rise.

Therefore, to increase the restaurant's influence on customers and attract more potential customers for business growth, it is essential not to overlook collaboration with food delivery apps on mobile phones. This way, restaurants can reach more customers, especially as the number of customers ordering food through mobile apps is steadily increasing.

Here is a list of the most popular food delivery apps in Vietnam currently, which you can collaborate with to expand your influence and attract potential customers:

Marketing nhà hàng bằng các app giao thức ăn

1. Foody:

Foody – Now is the most widely used food delivery app in Vietnam with over 2.5 million new users every month. Diners can search for good restaurants and choose from a variety of restaurants partnered with Foody by simply entering the dish name, selecting the location, etc. Foody provides review features and image sharing so that customers can have a more objective view of the restaurant they are about to choose.

2. Grab & Go Jek:

Starting as a ride-hailing app, Grab and Gojek have developed online food ordering features and become significant competitors in this market.

3, Baemin:

Famous for its food delivery service in South Korea, Baemin quickly expanded and is considered a technological unicorn in this field. Since June 2019, Baemin has expanded its operations in Vietnam and become one of the four most popular food delivery apps here. Besides providing food delivery services, Baemin also offers discounts for customers ordering in large quantities, suitable for corporate environments and group orders.

COLLABORATING BUSINESS WITH INTERMEDIATE BOOKING PLATFORMS

In addition to ordering food online, customers often want to visit the restaurant in person to enjoy the cuisine. Therefore, when building a marketing plan for the restaurant, partnering with table booking apps such as Nowtable, Booking.com, Pasgo, Jamja, etc., is a worthwhile consideration to make it easier for customers to reserve tables.

Focusing on convenience for customers will create excellent experiences when using the restaurant's services. Especially, posting reservation information is entirely free; restaurants only pay a commission when there are bookings. Therefore, restaurants can take advantage of this opportunity to promote widely and still generate profits.

Collaborate with intermediary booking platforms to promote your restaurant

GETTING THE RESTAURANT LISTED ON REVIEW WEBSITES

If the restaurant aims to attract foreign customers, it should consider listing the establishment on foreign culinary review websites such as Tripadvisor.com. This helps foreign visitors learn about the restaurant in advance and choose a suitable dining location. As foreign visitors may not be familiar with many dining options when arriving in Vietnam, researching dining locations on Tripadvisor is crucial.

If the restaurant ranks high on the website and receives positive reviews, it can attract a large number of international customers. This creates a ripple effect, as satisfied foreign customers are likely to recommend the restaurant to their friends and family, bringing in many new customers for the restaurant.

Listing the restaurant on review websites to enhance credibility.

RESTAURANT MARKETING STRATEGY: GOOGLE MARKETING

Google is the most popular search engine in Vietnam and globally. Therefore, marketing restaurants on Google is a highly effective method. With billions of searches every month, Google is an essential platform for advertising for every restaurant.

When customers search for keywords related to restaurants, the restaurant's ads will appear in the top 4 results of the search page. To run effective ads on Google, here are some keywords related to restaurants to use:

+ Nearby restaurants: Customers search for the addresses of restaurants near their location.

+ Wedding banquet restaurants: Customers research and choose upscale venues for wedding banquets.

+ Restaurant + “Location”: Customers search for popular eateries in a specific location, perhaps in preparation for an upcoming trip.

+ Buffet restaurants: Buffet restaurants are often favored by large groups and are commonly used for events such as birthdays, baby showers, or other important occasions.

Restaurant Marketing Strategy: Google Marketing Strategy

BUILDING A PROFESSIONAL WEBSITE FOR THE RESTAURANT

A quality website can help a restaurant attract more attention from customers. The restaurant's website is its online face, allowing you to showcase the menu, prices, promotions, address, operating hours, hotline, and other relevant information. If the website is regularly updated and appealing, it is a natural and effective way to promote the restaurant.

Additionally, when customers become accustomed to making reservations through the website, you will no longer need to spend money on intermediary reservation services.

Building a website for a restaurant to enhance accessibility to customers.

OPTIMIZING KEYWORDS RELATED TO RESTAURANTS ON SEARCH ENGINES

Search Engine Optimization (SEO) is a restaurant marketing method that helps improve natural rankings on search engines. Optimizing the website will make it easier for Google to understand the message and elevate the website's ranking, increasing the opportunity to market to more people and attract more potential customers.

To optimize search engines for restaurants, implementing Content Marketing strategies is essential to understand customer needs and provide relevant content. High-quality articles will keep customers on the website longer and contribute to better website rankings.

Additionally, On-page optimization, such as improving website loading speed, creating an appealing website design, and optimizing user experience, is crucial for boosting website rankings.

Off-page optimization involves building relationships and trust with other websites, leading to receiving backlinks from other sites, contributing to improving the restaurant's website ranking.

Optimizing keywords related to restaurants on search engines

PLANNING INSTAGRAM MARKETING FOR RESTAURANTS

Instagram is the fastest-growing social media platform in 2017, primarily among users aged 16 to 25. It is an ideal platform to promote your restaurant's delicious dishes through engaging image posts.

Using relevant #hashtags is an effective way to increase the reach of your posts on Instagram.

On Instagram, visuals play a crucial role in attracting customers. Restaurants need to invest in creating compelling and visually appealing images to capture the attention of customers. Instagram is where young people share their daily photos, making the average age of users quite young. This makes the platform a favorite among food enthusiasts. Businesses can combine Viral Marketing and Influencer Marketing to reach a larger audience.

When celebrities promote your restaurant, it attracts the attention of their followers who want to experience what their idols have experienced. They will take photos and share their experiences on Instagram, naturally boosting the promotion of your restaurant.

Plan your Instagram Marketing for your business today

EFFECTIVENESS OF ZALO MARKETING FOR RESTAURANTS

Zalo is a social network widely adopted by many companies, with over 50 million users in Vietnam. Advertising on Zalo is sure to attract a large number of customers.

However, the age range of Zalo users is typically broader and not focused on the younger demographic like some other applications. Therefore, restaurants need to clearly identify their target audience before choosing an appropriate marketing strategy.

Effectiveness from Zalo Marketing for restaurants

FOOD REVIEW ADVERTISING VIDEO

According to a study, 100% of users prefer watching advertising videos over other forms of advertising. In particular, engaging food review videos are always effective in capturing attention. Writing food reviews is an essential tool for food enthusiasts. Restaurants can leverage this to attract additional customers.

Shoot videos for the dishes at the restaurant.

Create a blog with captivating images and videos, and consider posting these videos on YouTube. In the era where Mukbang is highly popular, restaurants should collaborate with influencers to promote their products.

Additionally, it's crucial to implement these strategies when the market demand is high, as every marketing method has its peak period and cannot sustain indefinitely. Seize the opportunity when YouTubers are trending and garnering significant attention, as advertising will reach a larger consumer audience.

COLLABORATING WITH CELEBRITIES FOR RESTAURANT ADVERTISING

Influencers, or individuals with significant impact ranging from small to large, include artists, inspirational figures, social activists, bloggers, YouTubers, and more. They exert considerable influence on their followers and fans. Influencers can have a substantial following with active engagement, often providing regular updates about their idols.

Food bloggers/Food reviewers primarily post articles and photos to promote restaurants. In Vietnam, the number of individuals engaged in this profession is increasing. They are food enthusiasts with a considerable following. This job can provide them with a stable income. Some websites facilitate businesses in connecting with influencers in various fields, such as Hiip.asia and Nguoianhhuong.vn.

Collaborating with celebrities to promote the restaurant

UTILIZING CONTENT MARKETING FOR RESTAURANTS TO ATTRACT CUSTOMERS

An essential part of marketing campaigns is Content Marketing. Effectively conveyed media content will attract customers and enhance brand promotion.

Investing in advertising content is crucial, and advertisers need to use language suitable for the target audience to avoid causing discomfort. If a business lacks experience, it may consider hiring advertising solutions from external sources to learn how to write content for future campaigns.

Images have the ability to convey messages more quickly than written words. Therefore, the restaurant may consider hiring a Food Stylist to photograph menu items. A beautiful and suitable image can be used for an extended period. Cutting corners by using temporary images should be avoided, as it won't attract customers. Professional photography services can help highlight dishes by providing a consistent concept for the restaurant's menu, thereby increasing attractiveness and appeal.

So, Content Marketing campaigns for restaurants should include introductions to dishes on the website, food review articles, posts on news sites, and content on social media.

Collaborating with celebrities to promote the restaurant

UTILIZING CONTENT MARKETING FOR RESTAURANTS TO ATTRACT CUSTOMERS

To increase revenue, it's not only important to attract new customers but also to retain existing ones. To turn new customers into loyal patrons, restaurants can implement the following discount policies:

- Offer a complimentary drink when customers place orders online: Encourage customers to place orders through Facebook or the website to enhance convenience and online interaction with the restaurant.

- Provide discount vouchers for customers after their first experience: This action motivates customers to return and continue using the restaurant's services. Give a 10% discount to loyal customers on selected dishes.

- 10% Discount for Loyal Customers on Dishes.

- Promote the use of group menus and offer a 15% discount for orders over 300,000 VND.

However, it's essential to avoid complicating the discount program. Vietnamese customers tend to prefer simplicity and convenience.

Establishing a loyalty program to optimize revenue from existing customers

UTILIZING CONTENT MARKETING FOR RESTAURANTS TO ATTRACT CUSTOMERS

Fitmar is a company that provides marketing solutions for leading businesses in Vietnam. With over 5 years of experience in the F&B industry, Fitmar's CEO is committed to supporting you with a team of dedicated and professional marketers. The sole purpose is to attract more customers and optimize revenue for your business.

In addition to advertising solutions on Facebook, Google, Zalo, YouTube, and Coc Coc, Fitmar also offers services such as marketing campaign consulting, comprehensive marketing matrix, outsourced marketing department, professional website design, and marketing video production

Fitmar – Giải pháp marketing cho nhà hàng của bạn

DEVELOPING AN EFFECTIVE RESTAURANT MARKETING STRATEGY

1. Attracting Target Customers

To optimize the marketing plan for a restaurant, the first step is to clearly identify the target customers. By attracting the right customers with specific needs, your campaign becomes more tailored and highly effective.

To accomplish this, the restaurant needs to conduct a thorough analysis of the target customer segments, study their consumer habits, and understand their preferences in the dining sector. The restaurant should pose and answer questions such as the age group of customers who would choose the restaurant's menu, whether customers prefer dining in groups or alone, and where customers seek information about the restaurant.

2. Market Research for Business

This section is also crucial for shaping a successful marketing strategy for the restaurant.

To gain a clear understanding of the business landscape, market research is an essential and indispensable step. Exploring competitors, potential challenges, the scope of their operations, and identifying their strengths and weaknesses are equally important.

To delve deeper into the market, the restaurant should address the following questions:

- Are there any untapped segments in the current market?

- Is the targeted segment of the restaurant potentially lucrative?

- How saturated is the current market, and how competitive are the rivals?

- What are the strengths and weaknesses of the competitors?

- What competitive advantages does the restaurant have over other competitors?

3. Developing Message Conveyance Ideas

Customers always appreciate meaningful and personal stories. Therefore, to convey the message to customers, the restaurant needs to invest in its ideas and use appropriate marketing campaigns.

The message is the words and commitments that the restaurant wants to send to customers. Therefore, using appropriate and concise language will bring high efficiency. Short but easily understandable messages will help customers remember your restaurant more.

4. Utilize Online Marketing/Digital Marketing Channels

Choosing the appropriate marketing method will help the restaurant optimize costs and achieve high efficiency. Here are some common marketing methods:

- Traditional marketing: Using materials such as flyers, business cards,...

- Digital marketing: Sending SMS messages, advertising on TV, placing ads on street signs,...

- Online marketing: Using online platforms such as Facebook, Google, Youtube,...

5. Determine the Marketing Budget

To boost sales for the restaurant, establishing a clear budget for the marketing strategy is crucial. The budget is divided into three types:

- Short-term budgets are often used for short-term promotion and advertising campaigns to attract customers for immediate purchases.

- Medium-term budgets are typically used for campaigns spanning 3 to 4 months to concurrently increase brand awareness and boost sales.

- Long-term budgets are usually employed for long-term promotional campaigns aimed at enhancing brand recognition in the eyes of customers.

Understanding the appropriate budget can be referenced from advertising consulting companies. If the restaurant has experience, it is advisable to compare previous campaign goals to estimate a suitable budget and apply it to the marketing strategy.