Nantes, France – From October 22 to 25, 2023, Digital CHR will actively participate in the Serbotel trade fair, thus establishing its leading position in the field of digital solutions for the catering sector. At stand 126 in hall 1, visitors' attention will be captivated by various animations with their innovative solutions and their expertise in the digitalization ofreservation processes, take-out sales, payment at the table and management of social networks.
Digital CHR is recognized as the only supplier on the French market to offer a full range of digital solutions for restaurants. At Serbotel, they will present their services & products to professionals in the catering industry.
Stand 126 in hall 1: A meeting point for restaurateurs
Strategically located in Hall 1, the Digital CHR stand has quickly become a meeting place for restaurateurs and entrepreneurs looking to optimize their operations and improve their online presence. Digital CHR experts will be on hand to provide live demonstrations and answer questions from visitors interested in their innovative solutions.
One of the main attractions of the Digital CHR stand is their online booking solution with integration into cash desks. This advanced technology allows restaurants to efficiently manage their reservations, reducing errors and optimizing the process. Visitors will notice the easy-to-use interface, which allows customers to book a table with just a few clicks.
Digital CHR will also highlight its takeaway solution, responding to the growing demand from customers who want to order takeaway meals. With this feature, restaurateurs can offer their customers a convenient and frictionless experience for ordering and picking up their takeout meals. There is integration with certain cash registers on the market.
Payment at the table: Simplify the payment process
Digital CHR also offers a payment at the table solution, thus offering restaurants the possibility of simplifying the payment process for their customers. With this solution, diners can pay their bill directly at their table, without waiting for the bill and using different payment methods, including contactless payments.
Simplified social media management: Strengthen your online presence
But Digital CHR does not stop there. A social network management service will also be presented, an essential tool for restaurants wishing to strengthen their online presence and interact with their customers. With advanced automated posting, performance tracking and analytics features, restaurateurs can optimize their social media communication and boost their visibility.
A complete 360° service for restaurants
The Digital CHR team took the opportunity to highlight the advantages of choosing a single provider for all the necessary IT solutions. They highlighted the simplicity and consistency of having a single monthly invoice to meet all restaurant needs, allowing owners to focus on their core business.
Conferences and training sessions to share their expertise
Beyond their presence at the show, Digital CHR will organize conferences to share their knowledge and expertise with the public. These educational sessions were highly appreciated by visitors who were able to benefit from an overview of the latest trends and best practices in the field of digitalization of restaurants.
Consolidation of the leading position on the French market
Serbotel 2023 is an invaluable opportunity for future DIGITAL CHR customers to consolidate their turnover DIGITAL CHR is in a leading position on the French market for 360° digital solutions for catering. Their dynamic presence and innovative solutions have captured the attention of many industry professionals and enhanced their reputation as a trusted company.
Pioneers of digital solutions for catering in France since 2013
Digital CHR continues to push the boundaries of technology to provide restaurants with the tools to thrive in the digital age. Thanks to their participation in Serbotel 2023, they will be able to prove once again that they are the undisputed pioneers of digital solutions for the catering sector in France.
Article by Amelie Roué – 2023 Editor CHR magazine.
The hotel and catering industry plays a crucial role in preserving the environment. By adopting green practices, it is possible to drastically reduce the carbon footprint and promote sustainability significantly.
The implementation of an effective selective sorting system encourages the recycling of paper, plastic and glass, which makes it possible to reduce the quantity of non-recyclable waste. In addition, by avoiding excessive over-packaging and promoting the use of reusable containers, establishments can minimize the overall volume of waste generated.
Responsible water consumption.
Implementing water-saving devices, such as low-flow faucets and dual-flush toilets, can result in significant savings. By educating staff and customers on the importance of water conservation, it is possible to preserve this precious resource for future generations.
Use renewable energy sources
The transition to the use of renewable energies is a major step in reducing the environmental impact of hotel and restaurant establishments. By installing solar panels on roofs, it is possible to generate clean electricity, while significantly reducing dependence on non-renewable energy sources. At the same time, the adoption of energy-efficient LED bulbs allows substantial electricity savings.
Choose local and sustainable food sources
The choice of a local and sustainable supply is essential to reduce the carbon footprint linked to the transport of goods. By favoring local producers for the supply of foodstuffs, the establishments also contribute to supporting the local economy. In addition, by opting for sustainable products such as compostable utensils and ecological cleaning products, it is possible to reduce the waste generated and preserve the environment.
Education and awareness
Education and awareness play a vital role in promoting green practices within the hotel and restaurant industry. By providing training on sustainable practices to employees and by informing customers of the green initiatives in place, it is possible to encourage environmentally friendly behavior.
Implementing green practices within the hotel and restaurant industry is crucial to reducing environmental impact. By effectively managing waste, adopting responsible water consumption, using renewable energies, promoting local and sustainable supply, as well as raising awareness among staff and customers, establishments can make a significant contribution to preserving our planet for future generations.
The most used reservation method in 2023 by Internet users for a restaurant is an online reservation application
With the constant advancement of technology and the emergence of the Internet, restaurant reservation methods have undergone a major transformation in recent years. Whereas in the past, booking by telephone was the preferred method, more and more Internet users are now turning to online reservations. In 2023, it is clear that online reservations are stronger than those made by phone, providing users with a more convenient and streamlined experience.
According to recent data, the use of the Internet to book a table in a restaurant has increased significantly over the past few years.
This trend is largely due to the convenience offered by online booking platforms. At Digital CHR we offer our own subscription booking tool with constant technological developments. Users can simply log into a dedicated website or mobile app, search for restaurants, check availability and make their reservation with just a few clicks. This simplicity and speed are undeniable advantages over the traditional method of booking by telephone.
Another reason why online reservations are gaining popularity is the ability for users to view detailed restaurant information before making their choice. Online reservation sites often provide photos, descriptions of dishes, reviews and ratings given by other customers, which allows Internet users to make informed decisions. Compared to a simple phone call where information may be limited, the Internet offers a more complete and transparent view of the establishment.
In addition, online reservations allow Internet users to make reservations anytime and from anywhere, without being limited by restaurant operating hours or time zones. Whether during lunch break at the office or late in the evening at home, users can access online booking platforms and make reservations at their convenience. This provides valuable flexibility in times when people lead increasingly busy lives and want to maximize their time.
In addition, online reservations often provide additional benefits to users.
Many restaurants offer special offers, discounts or loyalty programs exclusively available to customers who book online. This creates an additional incentive for internet users to choose this method, as they can not only easily book but also enjoy additional benefits when visiting the restaurant.
Finally, online reservations also allow restaurants to efficiently manage their reservations and better predict attendance. Online reservation systems offer features such as table management, the ability to block certain time slots for special events, and collection of customer preference data. This allows establishments to better organize their activity, reduce waiting times and offer a better overall experience to their customers.
The benefits of online reservations are not only limited to users, but also benefit restaurants.
Online reservation platforms allow them to efficiently manage their customer flow, optimize their seating capacities and forecast staffing needs. Information collected during online booking, such as number of guests and special preferences, may be used to personalize the guest experience and provide more attentive and individualized service. In addition, restaurants can obtain comments and ratings directly through these platforms, which allows them to constantly improve their offer and meet the expectations of their customers.
Looking at the data, it is clear that online reservations have overtaken telephone reservations in terms of popularity and usage. According to a recent study, almost 70% of restaurant reservations are now made online, while telephone reservations account for only 30%. This trend is expected to strengthen as technology continues to evolve and people become more comfortable with online transactions.
However, this does not mean that booking by telephone is totally obsolete. Some users, especially older people or those who prefer direct human interaction, will continue to use this method. Additionally, there may be special situations where a last minute reservation or specific request requires a direct phone call. Restaurants must therefore continue to offer this option to meet all the needs of their customers.
In conclusion, in 2023, online reservations have become the preferred reservation method for Internet users for restaurants.
Convenience, flexibility, access to detailed information, additional perks, and the ability for restaurants to better manage their reservations have all contributed to this growing preference. However, it is important to note that booking by telephone retains its relevance for certain users and certain situations. Overall, online reservations have revolutionized the restaurant booking experience, providing users with a convenient and efficient solution to satisfy their culinary cravings.
You come across an opinion and it makes you boil, do not answer right away! Take the time to calm down, do another activity and come back to it with a rested head. This will avoid overly hasty and sometimes virulent responses.
Whether the opinion is positive or negative, it is important to saythank youto your customers. They have taken the time to leave a comment on your establishment.
4 – Don't forget Tripadvisor
A true source of inspiration and investigation for customers, Tripadvisor is a world-famous platform where opinions follow one another. Here too, the answers are expected by customers and future customers.
Little tips:if your rating on Tripadvisor is lower than that of Google,invite all customers who have posted positive reviews on your Google page to post them on your Tripadvisor page.
Some negative reviews are still relevant. A dish not as good as the others, a problem with the team in the dining room… Analyze the reviews and take the opportunity toimprove yourself!
8 – Invite your customers to speak to you directly
Everything is going well ? A small key phrase that sometimes triggers the comments and needs of your customers. It's time to collectlive reviewsand resolve the situation if possible directly on the spot. For those who fall through the cracks, and post their opinion on the internet, you can also in your written response, invite them to come and see you for the next few times.
Opinions are a real way to improve your natural referencing. The more reviews you have, the easier Google's algorithm will find you.
Little tips:by mentioning the name of your establishment in your answer, you help increase your SEO. Example: Thank you for your feedback on our article which goes straight to the????See you soon at Digital CHR!
10 – Delegate
The CHR sector is a sector that requires a lot of time and energy. Between the management of orders, customers, the preparation of menus… It is normal that the management of reviews, reservations, communication… is no longer/not your priority. At Digital CHR, we provide you with an ultra friendly and professional team to help you.
Do not hesitate to contact us ! Promise we don't bite????
Now present in our language, the term "Instagrammable" becomes essential when talking about promotion to the general public. By this term, it should be understood that the object of the qualifier lends itself to being photographed and published on social networks. As we know, putting your business on Instagram is strategic. Indeed, social networks allow almost free publicity and positive word of mouth. With this in mind, are there any levers to make your business more Instagrammable and therefore more inclined to success on the networks?
Improve your brand image with decoration!
The first goal of Instagram is to improve your brand image. To make your local vote Instagrammable, start by going green! Buy plants and flowers that will give a healthy and natural side very fashionable on the networks. Then plan a graphic backdrop. Often, Instagrammers look for this place to do their selfie or photos for their account. The same goes for the floor of your premises. More than 800,000 posts on Instagram are pictures of…feet and floors! It also works for people who don't take selfies in public because there are! If your budget is tight, you can try a mat. Make sure the location has some space for photographers to find the best angle. In the end, your business on Instagram must make you want to go there. The best shots of your restaurant's decor will arouse curiosity. Thus, you attract new customers and improve your brand image because your content is Instagrammable.
And your visual identity!
Think about products and packaging. They are also an opportunity to showcase yourself and improve your brand image . Think Starbucks! To-go containers, cups and bottles should have an attractive and distinct look to build brand recognition. Choose a theme and capitalize on it. A signature color, mood or concept pays off when used well. Then also think about dressing the outside of your business. You will attract customers and visitors with the walls or the window of your building. Not only will customers want to come in, they'll also want to post a photo of their visit! In the end, your brand image is worked on site as on Instagram. Your business on Instagram should reflect what is actually there. The goal is to attract them with your content and impress them once they arrive at your establishment. This is how you will improve your brand image.
Getting a better ranking without cheating on TripAdvisor is possible! For most restaurants, TripAdvisor is very important to their success. But how can you climb the ranks on TripAdvisor? How to avoid and respond to a negative review? It is important for restaurants to understand how TripAdvisor's ranking algorithm works. The quality of reviews is a key factor in determining a business's ranking. The TripAdvisor Popularity Index has become a crucial metric for many establishments. Based on customer reviews, a restaurant's ranking on the Popularity Index reflects its comparison with other restaurants in adefined geographic area. Establishments closer to the top of the list are more likely to be viewed. So when potential customers search for restaurants in the area, they land right there.
Ask for customer reviews to be well referenced
It is important to get as much customer feedback as possible. However, it is much more important to listen to them and make their comments operational. The key to building a successful business and getting higher rankings is stellar hospitality and attention to your customers' needs. So it's essential to encourage customers to write reviews , learn from them, and see your hard work pay off. In addition, the ranking of an establishment depends on trends. Thus, review response metrics and track your institution's reputation. You also have the option of signing up for the TripAdvisor review collection program. This helps to know customer satisfaction.
Take advantage of express review tools
Many restaurant owners don't know this, but TripAdvisor offers a free review platform called Review Express. Unlike other sites' inconsistent review solicitation policies, TripAdvisor openly encourages managers to reach out to former guests for new reviews. With Express Review Tools, you can quickly and easily upload a customer database of up to 1,000 email addresses. Then, all you have to do is broadcast a personalized message that guides readers to leave a review. To use this tool, all contacts must be real customers. On the other hand, you should not make a biased selection of downloaded email addresses either.
Respond to negative reviews to improve a property's ranking
From a potential customer's perspective, seeing a negative review with no attempt to respond from the company to remedy the problem is the worst part. A proper response strategy will not only show that you care about customer feedback, but it will also lead the customer to modify their message for a more positive sentiment. You must respond to all negative reviews, even those that you have flagged for deletion. TripAdvisor only allows one response from a manager. Manager responses fall under the same guidelines as reviews. They must therefore be professional, concise and sincere to raise the ranking of an establishment.
Getting Familiar with TripAdvisor Review Guidelines
Improving the ranking of an establishment without cheating on TripAdvisor also means following the rules of the platform. There is a list of guidelines that all users must adhere to. The standard rules regarding language and relevance have caught on. Another consideration is that reviews should be recent and easy to read. If you can familiarize yourself with these guidelines, TripAdvisor gives its users the right to report reviews that violate these basic principles. Even though the site conducts reviews through a 48-hour moderation process, there is still a lot of spam. Marking these negative reviews for deletion can help boost your rankings.
Our online reservation software is an indispensable mobile and PC application for marketing your restaurant. Indeed, it allows customers to make reservations. They are done from the restaurant owners' website , Facebook page as well as well-established affiliate networks. This platform can perfectly help companies to grow through its network. The reservation software brings together a large number of restaurants and generates more than 10 million visits per year. Restaurants using our app can accept online reservations with different tools. This is done through their own website, Google search and Google Maps, or through various partner guides.
A dashboard to facilitate the management of reservations
The dashboard offered by our reservation software replaces the paper reservation book. Thus, it becomes a brilliant cloud-based e-book. In addition to automating tasks and controlling when and who can alter valuable reservations , this tool provides solutions for restaurateurs to automate their customer communication and retention.
This solution can be used to manage floor plans and track guest status, allowing restaurants to maximize table turnover. Built-in two-way SMS communication connects restaurants to customers in real time, enabling optimal management of reservations.
Improve the quality of its service thanks to a reservation software
Our reservation software also provides valuable reports that can be used to optimize the quality of your service and reservation management. You could also have important indicators concerning in particular the time slot where it flows the most or even the waiting time.
With this information, you can easily make improvements to your service and thus benefit from a better brand image. This is really essential for a restaurant that also seeks to attract the greatest number of customers to its establishment. And with an improved quality of service, it will be easier for you to achieve your goal.
Offer a personalized service
Data about your customers is stored regularly in a database that you can access on your reservation software. Thanks to this method, you will be able to have useful information such as customer habits, the tables they prefer when they come to your home or the frequency of their visits...
So much data that can help restaurants personalize their service and thus bring added value. The staff will be able to adapt their services according to each client.
Commission-free booking software
Unlike other reservation tools, our reservation software does not collect any commission from restaurants. This is a major advantage, because for each reservation made on the platform, you do not have to pay.
You can additionally benefit from their network traffic. It's really very convenient for restaurants, because reservations are made in real time. Finally, you should know that this platform is available on all different devices, whether mobile or PC.
Facebook has over 2 billion users. This is where your customers will be. Restaurant marketing on Facebook is how to reach them in your area. 88% of people trust what loved ones and even strangers say on Facebook about businesses. 70% of purchases at local businesses can be traced on social media. Whether someone is sharing what they ate or talking about where they went for their birthday, those Facebook mentions matter. So, to take full advantage of the potential of this platform, here are some useful tips.
Engage with Followers on Facebook
Social media management for restaurants is the way to communicate with potential customers on Facebook. Because you're driving traffic to your page, you don't have to pay for each click like you would with an ad.
To get the most out of restaurant marketing on Facebook, it's important to engage your followers. Your page is your home base on Facebook. This is where people come to find out more about your establishment. The more engagement you have, the more people are drawn to your page and naturally to your restaurant.
Create a business page
Creating a page for your restaurant is the most important step. To do this, all you have to do is complete your company profile. Make sure all your photos are of high quality. Highlight the dishes you offer. Restaurant marketing is not just about numbers but about promoting your services.
Remember that people eat with their eyes first. This is even truer on Facebook if they haven't tried your food yet.
Configure the Facebook menu
It is quite possible to configure your page to make it easier for Internet users. You can use the menu tab plugin for Facebook to easily take orders online.
You have to allow people to see your menu and order directly from this platform. However, you have to make sure you have the internal infrastructure to manage online orders. Restaurant marketing can intervene at this level by creating a site adapted to your structure.
Get reviews on Facebook
Reviews are a very important part of the buying decision, no matter what you're selling. Reviews on your page provide social proof where everyone can see how much customers love your food and service.
This rating will also appear in Google search results, making it one of the first things people see when they search for you. Thus, it directly influences your restaurant marketing strategy.
Provide content regularly
In order to attract more fans and keep them, it is advisable to share content regularly. You don't have to write long blog posts for a restaurant. There are indeed other ways to use social media and restaurant marketing on your content to promote your establishment.
In order to deliver value to customers, it is important to post a post at the right time. On the other hand, you can also come up with some interesting recipes with your fans. Finally, don't forget to share great reviews about your establishment.
Promoting your restaurant can sometimes be tricky in today's digital world. You need a creative marketing strategy to attract customers and keep them coming back. Before you start marketing to your audience, you need to define who they are. This step is crucial before you can start rolling out your marketing strategy. Indeed, if your audience is not clearly defined, you cannot launch an effective marketing campaign . The clearer you define your target audience, the easier it will be to create content, ads and emails…
Launch contests on social networks
Everyone loves winning freebies, and a social media contest is a fun way to promote your brand. This can help you gain more followers, increase your establishment's visibility, and drive more customers to check out your website. If the winner has never visited your restaurant, this will be an opportunity for them to find out.
The #, real marketing strategy?
Hashtags are a great tool to have in your restaurant marketing strategy. Why are hashtags important to your business? They can help build brand awareness, increase engagement, and drive customers to visit your restaurant.
User Generated Content
User-generated content can make your life easier. By using content your followers post, you can save time and money. 92% of people trust recommendations from other people. Moreover, you can use this information for free. So, your marketing strategy is to make your content go viral.
Marketing strategy: Local SEO
If you only have to choose one of these marketing ideas for your restaurant, you better go with this option. Local SEO is crucial for restaurants. If you're not present when potential customers search in their area, you can't expect to get more business. Therefore, local SEO must appear in your marketing strategy.
Design a website
Having a quality website allows you to reach more customers. You can use the platform to promote your establishment. You'll also want to make sure your site is mobile-friendly. If someone is hungry, the chances of them taking their computer are slim.
Create sponsored ads
In addition to posting on social media, you will also need to create paid posts. Platforms like Facebook offer this kind of service. Some of your followers may see your post, but in order to market your business, you need to have an advertising budget. When you pay to publish your articles, you can choose your target audience, location, and more!
Track follower reactions
Tracking your social media pages consists of checking user reviews, comments, and tagged posts. What are people saying about your restaurant on these platforms? As a catering professional, you should check anything tagged about your business or any reviews posted.
Launch a loyalty program
A loyalty program is a great way to increase your sales. One way to engage your customers in your program is to get customer emails. These programs encourage customers to return regularly. This marketing strategy allows you to keep your customers for the long term.
Suggest a blog
Blogging might seem like the last thing you want to do for your restaurant, but it can be a great way to share recipes, tips, and tricks. It can also help you with SEO for your main website.
Emailing, a good marketing strategy for restaurants?
Email marketing is an essential marketing strategy that all businesses, even restaurants, should use. Note that not all emails should be used to sell your restaurant. You can offer your customers quality content to encourage them to open your emails.
Where there is engagement on Instagram, there is increased traffic to your restaurant. Thus, it can be said that Instagram is the most influential social media for businesses. E-commerce sites and fashion brands can have such high engagement that products sell out within days. In effect, customers use their Instagram account like they used a brand's website. Hashtags are explored, content reviewed, and similar Instagram accounts scroll by . As such, this research serves to weave together a picture of the brand's overall identity. Restaurants, although they cannot sell food directly from a post, can benefit from a similar commitment.
The use of geotag
A geotag associates a location with where a photo was taken . Adding geolocation to an Instagram post, like your restaurant or an event location, helps locals search for you. Viewing this information also helps new customers find your Instagram account and visit your restaurant.
The use of hashtags
A hashtag is a keyword word or phrase preceded by a hash, otherwise known as the pound sign (#). It is used in an article via web networking media. It helps people who may be interested in your theme to discover your account. So when they search for a specific slogan or hashtag, they may come across your photo. It helps people notice your posts, boosts communication, and gets your Instagram account discovered on the # page.
Use hashtags sparingly
Make sure the hashtags you use are relevant. They must be consistent with your publications and not be repeated too many times. Instagram is notorious for cracking down on those who try to use hashtags inappropriately. Thus, the visibility of your Instagram account in reaction is reduced if you misuse them.
Participate in events
A great thing about Instagram is that you'll see all local events first. You will be able to choose the events at which you wish to represent your food company. Research local art fairs, music venues, and social events your followers frequent. Then ask them if they have room for other food vendors.
Share unique event photos to your Instagram account
During the event, take photos with the locals, photos of the food you serve, and photos of the scenery. In other words, let it be known that you are at the event and show what you offer. Also, use a geotag that shows you are at the event.
Distribute photos before an event
Before an event you book, use your Instagram account to tell your followers where you will be. Create photos that will attract users to you. Reach out to Instagram influencers and offer incentives to come see you at the event and take Instagram-worthy photos to post.
Offer rewards for sharing photos from your Instagram account
You can perfectly use your loyalty program to boost the sharing of your Instagram account. You have the opportunity to earn double points for loyal customers who post your dishes on Instagram. Get creative while offering rewards to encourage more shares.
Collaborate with influencers
There are people whose job it is to influence others on social media. They've built a career by being who they are, and people look to them for information on what to wear, where to buy, and most importantly, where to eat. It is therefore interesting to collaborate with an influencer so that their fans consult your Instagram account and flock to your establishment.
The perception of your Instagram account
Millennials are more likely to visit your Instagram feed than check your Google reviews. While your reviews are always a vital part of your web presence and overall marketing plan, having a weak Instagram account can be just as detrimental as having a negative review. The more customers you have to interact with you and post their own photos, the more likely new customers will come to see you.
Increase your SEO footprint
With the focus on social media engagement, it's no surprise that local SEO results are heavily impacted by your customers' interaction and engagement on social media sites. Having a large number of followers who share your photos, hashtag your business name, and like your posts can mean your business list is higher when locals search for a nearby restaurant.
The best way to attract more customers to your restaurant is to find them online. What's better is to let those customers find your restaurant through free listing sites. For this to happen, your restaurant needs to be listed everywhere online. Every listing site and directory could lead new customers to find you online and come to your establishment. The best thing is that you usually only need to do this once. While you'll get the most out of most of these free sites if you're active there, simply building a list in the first place is hugely beneficial. Here are the best free sites to list your restaurant online today.
TripAdvisor, an essential referencing site for restaurants
TripAdvisor has become a platform of choice for those looking to see photos, reviews and impressions of local businesses, including restaurants.
If you know someone who already has their business on the listing site, or if you already do, you probably know how TripAdvisor can get your restaurant listed and in the top rankings .
Google Places for Small Business
Google Addresses is a service that allows you to be referenced on Google Maps, so that your customers can easily locate you. Restaurant owners can use this tool to manage information about the physical location of their establishment.
This means that when a potential customer searches for the service you offer, your business is listed in organic web listings as well as Google Places.
Facebook to reach more customers
Facebook and other social media are essential platforms for communicating about your brand. Scheduling your ads is a very simple process. You can also create a page for your restaurant.
Facebook allows for optimal interaction with users. Every post you make about your establishment could drive customer engagement. It therefore meets the same needs as a referencing site.
Yellow Pages, the business directory
Pages Jaunes is the directory most visited by the French for the search for professionals. Per month, this platform registers nearly 80 million visits. In addition, this site is free and allows optimal referencing.
You can integrate your restaurant into it to ensure better visibility. This service is free, but if you want to benefit from additional features, you would have to pay in this case.
Yelp, an interesting alternative
Whether you have a small restaurant or a large restaurant chain, you can't ignore Yelp. This platform acts as a guide to find a place to eat. Plus, it's a popular local business review website that comes to mind when people are looking for local restaurants.
Yelp has become one of the hottest SEO sites. It has over 135 million restaurants and reviews. And 142 million unique users visit the platform per month.
Le Guide du Routard, the perfect referencing site
This site is the most used by French customers looking for a good restaurant. Thus, it is essential to work on your presence on this platform. About 2.4 million Internet users visit this site each month.
Signing up is quite simple, as all you need to do is send an email. This is an interesting option that will help you better list your restaurant
Marketing for restaurants involves considering almost every aspect of the business, including menu choices, pricing, and staff. While external marketing efforts can attract customers, internal marketing keeps them coming back. This means good presentation, quality food at reasonable prices, loyalty programs, impeccable customer service and friendly, knowledgeable servers. Setting up a quality training program should be part of any marketing plan . Marketing is an essential factor in promoting a restaurant. Having an online presence is essential to market your establishment in order to reach potential customers and retain them.
Reaching target customers through marketing
It helps when customers recommend your establishment to friends and relatives, but it's a myth that word of mouth is something restaurants can rely on to attract customers.
By comparison, marketing is more effective, in part because it allows you to target specific types of consumers. For example, a local pizzeria might use marketing to attract young families, while an upscale restaurant might focus its efforts on attracting affluent business people.
Marketing Strategies: Stay Competitive
Staying competitive is another reason restaurants need to advertise. No matter what you choose to do, your competitors will also be marketing to entice your customers. Thus, you have access to a multitude of ideas to implement your strategy in this area.
If you don't establish a presence in your market, consumers may assume that your lack of visibility indicates that you are less successful than your competitors, meaning your establishment has less to offer.
Marketing is an investment. If you invest wisely, for example, by hiring a reputable marketing agency, you can expect an increase in your income. The amount you will need to invest in marketing will depend on several factors.
Smaller restaurants typically spend less than 5% of their revenue on marketing. Fine dining restaurants spend more on advertising because they need to establish an image of luxury and quality. Achieving this often requires working across multiple channels.
Develop a good reputation
Marketing can also help you develop important aspects of your reputation. For example, suppose a local restaurant depends on tourists for a substantial portion of its revenue. It can attract more customers by advertising on travel websites.
Similarly, a high-end restaurant could attract big customers by showcasing the fame of its chef. In both cases, marketing is an essential technique for attracting customers.
Improve your online presence
The primary way for a restaurant to provide value online is to create a website. Yet most restaurants don't have such a platform. In addition to websites, you should also work on your social media presence.
The social media sites where you feature your business should relate to your audience. These are the different channels you can use to increase your online visibility.
One of the essential elements for restaurant success today is a quality website that showcases the brand and is easy for customers to use. An effective restaurant website can showcase your business. In addition, it is useful for customers and helps to retain them. Too many restaurants rely solely on their Facebook page. Whether on vacation, tired after a long day at work, or simply looking for a special place to hang out at night, consumers are highly interested in finding the next great restaurant to satisfy their hunger . Thus, it is essential to offer them a platform that will meet their needs. Discover in the next lines the 6 essential elements for your restaurant website.
Display key info on your restaurant website
Unlike many websites, the goal of a restaurant website is not to keep the visitor waiting. You want to turn every visitor into a customer, who decides to visit your establishment or place an order.
Most of your customers are looking for quick information on hours, address, phone number, menu options and prices. It is therefore essential to put this information at the top of the website.
A mobile-friendly website
It is essential that the restaurant website is adapted to mobile devices. More than 50% of Internet users consult sites on their smartphone. The numbers are likely much higher for people looking for restaurant information.
A mobile-friendly design should look and work like an app, not a miniature version of your site. Your customers shouldn't need to perform overly complicated gestures to see your website.
Customers visiting a restaurant website shouldn't expect to receive a PDF of your physical menu when they search. Menus should be pages or a section of text and images.
Customers don't like having to wait for a PDF file to open. Of course, it's great that you spent the money on a nice menu design. You can always configure the PDF menu as an optional link at the bottom of your site.
Highlight your menu features on your website
Do you have gluten free, vegetarian or other menu options? Highlight them in your restaurant website menus.
You can also create separate pages for these options on your website, where you explain in detail why these choices are available.
The phone number should initiate a call
The phone number prominently displayed at the top of your restaurant website should encourage a call for any customer tapping the number on their mobile device.
Typically, a customer looking for information about your restaurant will be someone in their car, often with family or friends. Moreover, he can use technologies like Siri to perform this operation. A skilled developer can configure this easily.
A real website and not just the social media page
There are so many restaurants that don't have websites, just a Facebook page. Worse still, some establishments don't have an online presence except on sites like Google.
Your restaurant should have its own website to promote your brand. Your customers want to check out a restaurant website where they can get all their questions answered. In addition, your website will allow you to make a multitude of services available to your customers: Click & collect, delivery, marketing, etc.
Veganism has become more than just a trend, it's now a global movement. And a growing number of people around the world are choosing to embrace this lifestyle. We increasingly live in a health-conscious society. Many people are more selective about what they want or what they can eat. Consumer preferences seem to indicate that vegetarian options are no longer just new. If you want to attract millennials to your establishment, consider offering vegetarian options. It has become an essential marketing element for most restaurants. According to a recent study, nearly 45% of young consumers regularly eat vegetarian foods or follow a vegan diet.
Attract a wider audience
When people dine together, they want to choose a place where everyone can find dishes that meet their dietary, health or taste requirements. If 45% of young consumers prefer to eat vegetarian, then in this kind of situation, there is about a 50% chance that everyone in this group will choose vegan dishes.
What happens when you don't offer dishes that meet these preferences? Chances are these people are looking for another place to eat. So, if your menu is not diverse, your restaurant may be losing potential new customers. Thus, offering vegetarians turns out to be the best alternative to meet everyone's needs.
Veganism is trending. But that doesn't mean there aren't any meat eaters, and some are even considered flexitarians. These people might have a diet that resembles a vegetarian most of the time, with occasional meat consumption. Thus, offering vegetarian is not an offer to be neglected.
Consumers continue to question food choices. There is more public awareness of food than there has ever been. With the booming information age, it has become easier for consumers to find reliable information on blogs. Adapting your menu entirely to vegans may not be the wisest decision, especially if your restaurant does not have this association. But providing more choice is something most, if not all, restaurants can do.
Capitalize on a trend
Some companies see these dietary changes as an opportunity to capitalize on a trend. Certainly, every restaurant should be aware of the trends and changes in their industry. Failure to do so could mean missing valuable opportunities or losing competitive advantage. Hence the fact of being interested in offering vegetarian food on its menu.
Many establishments adapt and update their menus over time, especially new restaurants that are just beginning to understand the target market. But some established brands will struggle to move away from the image they've worked hard to grow into, and will always appeal to a certain type of customer. That's not necessarily a bad thing.
If you don't know Instagram, it's a social network that allows you to edit and share your photos and videos from a smartphone. The app has almost a billion users worldwide and more than 12 million in France. An opportunity for you restaurateur, to increase your visibility but also your reservations and to retain your customers! Explanations:
Instagram followers: a real bargaining chip! #digitalchr
It makes sense: the more followers a user has on Instagram, the more visibility his posts will have and the more he will increase his virality. Let's understand the term virality, which is essential to master in any web strategy. Virality is a “phenomenon of rapid dissemination of content via the Internet”. Thus, on Instagram, this notion is blatant. A first person shares a post on Instagram and each interaction (like, reshare, comment, etc.) increases its virality on the social network. This is why the more subscribers a user has, the more impact he has on the web and the more you are interested in him. And if you are interested in it, it is because it has the power to disseminate information about your business and therefore to advertise you at a lower cost. And if he is interested, he can, for example, monetize this to lower his bill!
Concretely, how to benefit from the popularity of your customers?
Simply by asking them for an action. That of photographing their dish, or the decoration of the restaurant, any photogenic element in short, by adding your name via a hashtag and a direct location! Note that the notion of “instagrammability” is increasingly present in consumers' purchasing reflexes. If your place can look good in photos, it's a direct incentive for the customer to post on your place. Once the snapshot has been taken and posted, you will evaluate at checkout the power of the account in question on the social network. Customers show their post when paying and the cashier calculates the discount he can give! A win-win logic to increase your visibility and retain your customers!
Christmas decorations and the traditional Nantes Christmas market are well and truly installed in the city center. And in less than 3 weeks, the 12 strokes of midnight will already announce the new year 2019. On this occasion, your best favorite restaurants in Nantes will offer you meals specially designed for this month of end-of-year celebrations. Let's take an overview of some of these restaurants in Nantes that are offering a special event for the occasion!
Celebrate New Year's Eve in the restaurants of Nantes.
The advent of smartphones has literally changed our lives. Our lives, but also our modes of communication! Today, 50 billion text messages are sent every quarter in France and 72% of French people want to receive so-called “information” text messages. Let's take a look at the added value that SMS brings to your brand and how you can collect the support of your site visitors to start working on an SMS database. Then, let's see how when and how to use it.
SMS: pamper your customer.
The SMS is received almost instantaneously and 99% opened by the customer. The message is short and passes immediately. So we can use the power of synchronicity. For example, an SMS such as: “Come for lunch this afternoon! On the occasion of Halloween, we offer you a glass of red wine! “, sent between 12 and 1 p.m. can directly condition the place where the receiver will finally have lunch. Note that 29% of receivers go to a point of sale after receiving an SMS. Concretely, an SMS communication campaign allows you to:
Build customer loyalty
Send information and offers with particular efficiency for the dissemination of time-limited offers thus generating traffic
Confirm a reservation/order and save time.
How to work an SMS campaign?
First of all, THE crucial point of your campaign: the database. Of course, the importance of word of mouth should not be overlooked. But there are also very simple techniques to recover the number of your customers as well as their approval to receive messages from you. For example, the reduction coupon/gift to be completed allows you to retrieve the desired data (name, first name, telephone, etc.) and thanks to the reduction on it, you are guaranteed that the customer will return it to you. An inexpensive win-win solution! Then you will have to define a clear and concise message which means here a message of less than 160 characters. Then choose the appropriate time for sending the SMS. That is to say when they are available, better being in the morning between 8:30 and 9:30 a.m., at noon between 12 and 1 p.m. and at the end of the day between 5:30 and 6:30 p.m. Then finally, do not drown them in messages otherwise they will unsubscribe!
LGet started, Digital CHR is at your side to make your campaign a success!
One of the advantages of the Internet is the plethora of tools made available to manage one's activity. Among these tools, an essential FREE tool: Google Analytics. Let's take a closer look at its characteristics and what added value it brings to your brand.
Did you say Google Analytics??
Google Analytics is therefore a free service for analyzing the performance of your site. Therefore, it is available to anyone with a Google account. In addition, it provides statistics but also basic analytical tools aimed at optimizing the referencing of your site and its content. But not only since it also allows you to calculate the impact of your marketing operations. Specifically, this tool allows you to:
View your site traffic data on a dashboard, scorecards, charts over time periods you choose
Analyze the impact of your communication campaigns
Understand what people are looking for on your site, which pages attract them, which ones they lose interest in
Understand how the public arrives on your site (keywords, social networks, IP address, etc.)
Identify the weak link of the site in the purchasing process of your customers; know when they abandon their buying process
Know if you need to develop a mobile version of your site…
Why do you need Google Analytics?
From now on, having a website is essential to exist on the web, among other restaurants, caterers and hotels... But having a site is not everything. To start, you have to optimize your content and SEO. And for that, Google Analytics prevents you from advancing blindly. This tool will tell you what interest(s) visitors find on your site, what information captivates them the most or the least. If we take the example of a restaurant, this allows you to adjust your menu almost in real time, to highlight a menu in the dining room, a dish that is unanimously accepted on your site. For example, if you have read our article on the impact of social networks on your brand , and you have started, then Google Analytics still serves you. It will inform you, for example, of the ability of your social networks to refer to your site and vice versa! Even better, if you invest in a marketing operation, Google Analytics will tell you whether or not it was a convincing investment and why. This gives you so many keys to adjust your communication strategy at any time and stick as closely as possible to the expectations of your prospects and customers. Associate this information with the animation of your social networks , helps us to better study the behavior of your customers.
DIGITAL CHR takes care of registering you to have the audience and up-to-date attendance on your website.
SEO is simply the English anagram of “Search Engine Optimization”. In French, it is translated by the expression “natural referencing”. But if we summarize it in 3 letters, it can make a difference in your online marketing strategy! Let's take an overview of this real content strategy. How it works and why it is important for you to integrate it into your communications!
SEO: What is it and how does it work?
To remain concrete, using SEO consists of adapting your web content. This in order to appear more often in the search results of Internet users. In 3 words, it serves to: INCREASE YOUR VISIBILITY! As far as the West is concerned, the giant Google concentrates between 75 and more than 90% of the searches carried out. As a result, it is Google that dictates the SEO laws there. Google analyzes sites based on:
Content : keywords, sentence length, number of words per sentence, percentage of transition words used, etc.
Design : metadata (these are all the data used to characterize and structure digital content), hierarchy, Hn tags, etc.
Why adopt the SEO reflex?
By working on your natural referencing, you make it easier for search engines to understand and index your content. However, the better your website performs for search engines, the more likely they will be to recommend it or offer it as a search result to users. This, by identifying the most relevant keywords related to your product or service offer. For example, DIGITAL CHR ranks No. 1 in Google when you type in “Website creation and restaurant videos in Nantes”. But also No. 1 on "digital restaurant training" throughout France. So if 34% of Internet users who have searched for a local business, visit it during the day, you quickly understand the relevance of such a tool for your development of traffic in your business!
We will find your marketing positioning by keywords, contact us for an appointment!
“E-commerce” means any transaction carried out via the Internet. In the catering sector, these are all orders placed and paid for online. Impossible to ignore, the ballet of bicycle delivery men in the streets of the city will not have escaped anyone! E-commerce in the restaurant sector is booming! Let's take a closer look at what returns on investment brands can achieve.
From e-commerce to “Food tech”.
In France, 5 billion dollars were invested in 2015 in what is called Food Tech. Exponential investments since they are equivalent to the investments made in 10 years between 2004 and 2014. In addition, a vocabulary is dedicated to it! Further proof that the restaurant industry has something to gain from its new techniques of commerce. “Food tech” represents the cloud of players who use digital solutions to serve the food chain. Thus, it goes from the producer to the final consumer and even food coaching services. And it's not going to stop, according to a study by Kantar WorldPanel . It estimates $130 billion in food e-commerce sales by 2028.
Concretely, what added value for my brand?
For starters, an online presence allows you to be where your customers are ! As blatant as delivery men on bicycles, people glued to their smartphones demonstrate the advent of a tool that can be used for everything, including eating. So you need tools to attract them. Today the touts that filled your shops have become virtual ! And these tools allow the customer to find his way, to know your offer, your positioning, but also the opinions of your customers. 88% of people consult menus and customer reviews before pushing the door of a restaurant or caterer! Beyond this guarantee for the customer, the web allows you to develop your menus to infinity and to inspire with photos and videos. And for this, the multimedia tool offers many more possibilities and creativity than any physical card will ever allow!
A comprehensive offer to surf on consumer needs
DIGITAL CHR offers an offer that can include your e-commerce site on a specific product (burger, pizza, seafood, sandwich, etc.) to take away. For example, your restaurant offers à la carte pizzas, why not also sell them on the website from 12:00 p.m. to 3:00 p.m. & from 7:00 p.m. to 10:30 p.m.? Just export the prices from the card and take the photos to put everything online. We take care of it from start to finish and you receive the payment on your company account (without it going through our bank) as an in-store payment. + 15% additional sales over the year are observed for a brewery. A sale that you would not have made without this tool with this type of clientele who are fans of their smartphone and the applications it contains.
So make an appointment at www.digitalchr.fr and benefit from all our expertise to implement these new best practices!