The fast digitalization of communication and media technology has significantly transformed how advertising is done. Since its inception, social media has been used by businesses as a marketing tool. With technological advancements and changes brought on by pandemics, online marketing for restaurants may be more crucial than ever. Companies aim to increase consumer engagement, which involves not only a single interaction but a line of communication over time by sending out relevant and meaningful information.
Digital Strategies
A successful firm is driven by its digital strategy. Each chain has already launched web campaigns to differentiate themselves from one another, but online marketing is what’s really placing these businesses on the map (or on consumers’ phones).
Online Standing
Fast food companies frequently have excellent brand placement skills. By collaborating with delivery companies, they are elevating their brand above other possibilities for customers. Every chain chooses the appropriate positioning that is consistent with its brand. For instance, Mcdvoice develops “advergames” for children to engage them with the company in a way that gets their brand on the touchscreen of their target group.
Brand Façade
With their voice, fast food restaurants have established a presence online. Instead of being a stuffy corporate brand, they can interact and communicate with users like online friends. Companies are asking for customers’ feedback to enhance their performance, such as from TellTheBell. According to Bottle Rocket, using social media as a branding tool makes sense, especially since people between 18 and 24 are twice as likely to check social media as a restaurant’s website.
Building Data-Driven Relationships
Building a devoted customer base is essential for the restaurant business, just like retail, and using data makes it simpler than ever before. Restaurant chains can now provide personalized communication and service to customers using data obtained at the point of sale, mobile apps, and other tools. Offerings of their preferred dishes or loyalty incentive programs are two ways to cultivate loyal clients. Surveys can be given to one-time visitors to find out why they haven’t come back, and based on their comments; they can be provided discounts or other incentives to do so.
Engagement
Food marketers go beyond tweeting and posting on Facebook to build brand loyalty. They are also offering consumers other inventive ways to interact with the brand to encourage interaction. An effective strategy combined with cutting-edge data-driven mobile technologies can significantly increase customer loyalty.
Successfully Marketed Fast Food Chains
1. Dunkin’ Donuts
To celebrate Shark Week, “Take a Bite, Take a Pic,” a multi-channel picture contest, was launched by Dunkin’ Donuts. Fans were required to take a photo of themselves biting into a donut with a shark theme and post it on Twitter or Instagram with the hashtag #DDSharkWeekPromo.
2. Domino’s
Domino’s created a coupon campaign that let customers get a free pizza with a purchase of $5 or more to boost sales and gather essential zero-party data. Contestants had to go to Domino’s website, provide their information, and get a refundable coupon code.
3. BurgerFuel
BurgerFuel collaborated with “The Motorhood,” a website for automobile lovers, to develop an interactive quiz campaign to test how well fans knew American Muscle. The opportunity to try the burger for free was the reward.
Wrapping Up
No matter how good your food is, it won’t matter if there are no customers at your restaurant. Being active and influential on social media is important because your potential guests spend most of their time there. Your brand’s awareness will spread more quickly the better you are at utilizing social media.
