Sponsored by MGH - Modern Marketing for Restaurants
Picture this: You’re a growing restaurant concept with, say, 10 locations. You’ve got an ambitious 10-year plan that features rapid growth. Your outlook is strong, but the robust marketing budget you think you need to support it just isn’t in the cards.
Sound familiar?
Just because your brand may not have room for national media buys or expensive partnerships doesn’t mean you can’t stand out against your competition as you continue to expand.
Here are four ways to take your small restaurant franchise to the next level:
1. Big endorsements don’t always equal big returns
When it comes to major endorsements or influencers, it’s easy to make the mistake of thinking that the more money you spend, the larger impact you can expect to see.
The most important thing to remember when it comes to ambassador partnerships is that the relationship must speak directly to your audience. Let’s say you’re a chain that primarily focuses on college towns across America. Skip the stars who charge upwards of $250,000 a post and seek out the top “micro influencers” on campus.
They may be members of Greek life, student government, or even prominent club or organizational leaders. Or they may just have developed a steady following while at school. What’s important is that their message will be well-received by their followers who have grown to trust that voice over time.
These individuals possess a fraction of the followers as compared to their higher-profile counterparts, but also come at a fraction of the cost – sometimes all it takes is a few comped meals!
2. The right limited time offer can move the needle
Food holidays are nice, and we understand temptation to offer free product on National Hoagie Day (May 5, for what it’s worth). But if you’re in a crowded market, it’s likely that the juice just isn’t worth the squeeze.
Instead, your money is better spent on larger limited time offers (LTOs). Rather than just joining the food holiday conversation, be the differentiator and offer a new item that stands out. Ever heard of a banh mi? Well, a lot of the world has, and they’d kill for one in the states if the price is right and if they know it won’t be available in your restaurant for long.
it can also be difficult to compete against brands that have the budget to give away FREE items during those faux holidays. If you’re offering something new, sometimes that can be just as enticing.
3. Let’s give the media something to talk about
It may sound too traditional, but media drops do work in 2019. Don’t believe me? Next time you call into your favorite local radio station to win Lady Gaga tickets, ask the call screener if they ate breakfast that morning.
Sure, a few radio hits may not seem like a lot, but add in TV, newspapers (yes, they still exist) and even niche bloggers within your industry, and soon you could be looking at some legitimate buzz surrounding your LTO or restaurant overall.
And if you engage your audience while they’re in their comfort zone – at home, in their car or at their computer – you may be more likely to catch them feeling good and ready to let you in.
4. Appreciate your customers, before they become customers
Of course, right? Everyone knows that customer service can be the beginning and end of a great business. But what happens when you skip the line and get to them before they ever make a purchase?
Let’s say your brand is planning a grand opening near an office park, filled with hungry corporate types that flock to strip malls for lunch. Instead of hoping they hear about your new location, send them something and make your presence known!
Offering free lunches for an office can help build customer buzz. Make sure to include pieces of collateral that feature your social media handles so they know who to thank when their bellies are full.
As you build these folks into loyal customers, using a “surprise and delight” campaign to give them one more reason to talk about why they love you, as well as to get them back in your restaurant for an additional visit they might not have otherwise considered, is a great way to maintain that relationship.
If your restaurant concept is struggling to leverage its growth without breaking the bank, employing one or more of the tips above should provide an inexpensive route to generating the type of fanfare you hope to achieve.
A trusted marketing partner with experience in multi-location or franchise restaurants can be an asset as well. For more information, reach out to MGH’s CEO, Andy Malis at 410-902-5012 or [email protected].
