Managing your online presence as a restaurant is crucial in today’s digital age, as it directly impacts how customers perceive and interact with your establishment. An effective online presence can attract new customers, foster customer loyalty, and enhance your restaurant’s reputation. Here are some key aspects of managing your online presence as a restaurant, broken into two large sets. What can Be Outsourced lists two services that can be left to outside companies to start and maintain. What Can Be Done In-House lists aspects of online business that can be done by the owner/operator or a staff member.

What Can be Outsourced

Website

Your restaurant should have a well-designed and user-friendly website. It should include essential information such as your menu, location, contact details, operating hours, and any special promotions or events. Ensure that your website is mobile-responsive to accommodate users on various devices. I don’t know how many of you need this advice, considering it’s a gimmie these days, but I’m surprised all the time by how many restaurants, vendors, and other food businesses don’t have a website. Instead, they have a Facebook page, maybe because they think they’re too small to require a web page, I don’t know. All I know is that it doesn’t matter if you’re some small local place. People will first search you out on their phones, and if you don’t have your very own digital storefront, they’ll be put off. Thankfully, fixing that problem is not that expensive. You can create one through WordPress with a plan that only costs you $100 a year. Wix is another cost effective option. If you want the premium experience, American Eagle will create and maintain the entire website for you, but it will cost you premium money.

Online Ordering and Reservations

Implement an online ordering system and reservation platform. This allows customers to conveniently place orders for takeout or delivery and make reservations for dine-in. Integration with popular delivery services can expand your reach. Companies like Toast and Otter are two great examples of companies that will set you up with POS systems and online ordering. And of course, DoorDash and GrubHub are two great examples of companies that will fill the need of a third party delivery service.

What Can be Done In-House

The following suggestions are things you can do for yourself. There is one caution, however: it may need to be done by someone hired or assigned to do it. The amount of time it takes to advertise and market on social media, check online reviews, and do promotional emailing amounts to at least part-time work.

Social Media

Utilize social media platforms like Facebook, Instagram, Twitter, and LinkedIn to engage with your audience. Regularly post updates, mouth-watering food images, promotions, events, and respond to customer inquiries and feedback promptly.

Online Reviews and Reputation Management

Monitor and manage online reviews on platforms like Google, Yelp, and TripAdvisor. Respond professionally to both positive and negative reviews, showing customers that you care about their experience. That will be hard, I know. But these are customers, and you wouldn’t strike back if they were in front of you with a complaint, you would try to assuage them.

Email Marketing

Build an email list of customers who have opted in to receive updates from your restaurant. Use email marketing to send newsletters, promotions, and special offers, keeping your customers informed and connected. Mailchimp, HubSpot, and Constant Contact are great platforms to tap for this, with plans that don’t run too high for the amount of help they provide. In fact, they do so much that this listing could have been in the outsourcing category.

Local SEO

Optimize your website and online presence for local search. Ensure your restaurant’s information is accurate and consistent across online directories, and use location-based keywords to improve your search engine rankings. You can hire companies to help boost SEO for you, sites like SmartSites and WebFx, but it’s expensive. Linking your website up to Google Search Console will help to improve and understand how Google sees your site, and it’s free. And since Google is the most used search engine, it’s a good idea to listen to them when they give advice. Read up on all things SEO. It’s enough information for its own article, too deep to go into here in necessary detail.

Community Organizations

Collaborate with local community organizations to promote your restaurant. Reach out to the local PTA to coordinate a dine-to-donate. Stay in contact with your local recreation department, or join the Rotary Club. Towns organize events throughout the year to showcase businesses, and the more you can cater to or participate in, the more online publicity you can leverage. It’s the best way to fortify your reputation and gain content to put on your social sites.

Online Advertising

Consider using online advertising platforms like Google Ads, Facebook Ads, or LinkedIn Ads to target specific demographics and reach potential customers.

Online Contests and Giveaways

Organize online contests and giveaways to boost engagement and attract new followers. This can create excitement around your restaurant and increase brand awareness. Do a “comment to win” or a “menu item suggestion contest”. All you have to do is figure out the contest and the prize, and the internet will do the rest.

Analytics and Insights

Monitor website traffic, social media engagement, and email campaign performance using analytics tools. Understanding user behavior can help you refine your online strategies. Google Analytics and Cloudflare are two of the top website performance analysis sites, probably the only ones you’ll have to look into when it comes to tracking how well you’re doing.

Content Marketing

Create valuable and engaging content related to your restaurant’s offerings. This can include blog posts, recipe features, chef interviews, and behind-the-scenes glimpses. Content marketing helps build brand authority and keeps your audience engaged. This one is last because it should only be done by an establishment that has their operation running like a machine. Content creation at this level takes a lot of time, money, and creativity. Of course, I’m not talking about doing selfies while you make something, or having your buddy video you while you cook. If you want to do things like that and post them on Instagram or Facebook, go ahead. What I’m talking about is commercial-level filming for YouTube. And of course, maintaining a blog that features enough engaging content takes a lot of time and effort. I know this first hand. I run a kitchen all while running my own website and social media accounts, and I can tell you, much more would get done if someone else was handling the posting, promoting, and social media, and leaving me to oversee it all.

Remember: consistency and authenticity are essential in managing your online presence. Be responsive to customer feedback, engage with your audience genuinely, and deliver on the promises you make online. By proactively managing your online presence, you can build a positive brand reputation, attract new customers, and cultivate lasting relationships with your existing clientele.