Many restaurants are just beginning to explore a new frontier in marketing: social media. While blogs and such sites as YouTube and MySpace are becoming increasingly well known among consumers, large restaurant chains still are getting acquainted with these new media outlets, experts say. Meanwhile, smaller companies are finding value in such low-cost alternatives to traditional media.
"I really do believe most organizations are not in the space yet," said Toby Bloomberg, who owns Bloomberg Marketing, a strategic marketing and social media consultancy in Atlanta. "More companies are monitoring the space, so they are watching the conversation to see what is going on, but they have haven't quite figured out how to step into it."
One company that is testing the waters is Darden Restaurants Inc.'s Bahama Breeze, a 32-unit upscale-casual chain based in Orlando, Fla. The Caribbean-inspired restaurant created a blog and a website for its resident artist, Bruce Smith, who sailed with his wife, Jan, from Washington State to the Caribbean on a handmade 34-foot sailboat named Woodwind.
The blog has captured the Smiths' adventures, including their brush with Hurricane Sergio in the Pacific and their rescue of two Haitian immigrants off the coast of the Dominican Republic, which attracted international news attention. The Smiths ultimately reached their final destination in Antigua and are planning to return to their home in Washington in coming weeks.
The blog — the first for a Darden restaurant — helped to add a new dimension to the brand, said Mike Bernstein, director of media and communications for Bahama Breeze. Smith, whose artwork adorns each Bahama Breeze restaurant, personifies the restaurant's low-key and adventurous image, Bernstein added.
"We talk about providing our guests with a Caribbean escape ... and Bruce just embodies that," Bernstein said. "He and wife have lived there for over 30 years. He has that island spirit — very down to earth."
Besides Bahama Breeze, other major chains that have established a presence on social media include Chili's Grill & Bar, the flagship chain of Dallas-based Brinker International Inc., and Denver-based Chipotle Mexican Grill. Chili's has a site on MySpace, while Chipotle held a competition on YouTube last year.
While the blog about Bruce Smith has led to additional traffic for the Bahama Breeze site, the restaurant chain's intent in creating the blog was not necessarily to generate business, Bernstein said. Rather, "We do think it adds some authenticity to the brand," he added.
The casual tone of social media is one reason why many restaurants, which are accustomed to traditional advertising and public relations campaigns, are hesitant about jumping into the space. Because of their lack of experience with social media, restaurants may fear negative comments will wind up dominating the site, experts say.
How can such comments be countered? "You join the conversation," Bloomberg said. "It's a trite statement, but it's true. If someone says something about poor customer service, it is probably what others believe as well. Wouldn't it be better to address those issues on the blog?"
Because of the viral aspect of the Internet, confronting negative publicity actually could improve a restaurant's online credibility.
"They have the opportunity to turn a negative customer experience into a positive one … and turn that customer into an evangelist," Bloomberg said.
She added that MySpace, which relies on virtual friends to create publicity for a site, is actually a more appropriate forum for blasting advertising messages than the blogosphere.
The informal and conversational tone of social media actually works in favor of small restaurants.
Frederic Castellucci III, president of the three-unit Italian chain Sugo Restaurant & Tapas, said social media is the perfect tool to spread the word about the 4-year-old restaurant.
"It's a low-cost way of getting the message out there," said the 22-year Castellucci, who recently graduated from Cornell University's hospitality school.
The Internet is also a good forum to express a restaurant's personality.
"My dad, essentially, is the Colonel Sanders of our brand," said Castellucci, referring to the KFC mascot. "I want to get his face out there and push the fact we are Italian and Greek and authentic. To do that, I have to put together a number of things online to make that connection with the customer."
Castellucci has posted cooking demonstrations on YouTube and built up an extensive "friends" database for himself and his dad — who also have a blog — on MySpace.
Castellucci also has found programs that allow him to target a certain demographic in the radius of the restaurant. In addition, he posts coupons on the Google maps site.
The various Internet sites feed off each other. MySpace has helped drive hits to the Sugo website, which also features a YouTube video of Castellucci's dad, Frederic II.
The Internet is a great way to make a personal connection with the customer without having to make contact on a one-on-one basis, he said.
"Print advertising is not as effective as it used to be," he said. "People are being bombarded every day. Those who receive messages in a personal way are most likely to buy the product."
