Le migliori tecniche di marketing per la ristorazione

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Why is the need to plan a digital marketing strategy becoming increasingly pressing in the restaurant industry ?

Catering, one might say, is a purely “analogue” business that until now has mostly relied on a highly loyal local clientele or, where possible, on droves of hungry tourists.

Well, it doesn't take a market analyst to understand that things have changed .

The health emergency and the more or less accurate mobile phone number list restrictive lockdowns have done nothing, however, but accelerate a process that was already slowly undermining the awareness of the sector , with the advent of apps and delivery services such as Gloovo or Just Eat.

The signs of this migration to digital had already been there for a few years, with the explosion of what we can define as the culture of Food Marketing , which has pervaded practically every media (TV, streaming video, blogs, social media).

The phenomenon of riders , born in large cities, has also penetrated capillary in small towns, thanks to the need to continue working in restrictive working conditions dictated by anti-covid measures.

So digital has conquered another slice of that market that was thought to be able to do without it.

Let's see some small advice for restaurant entrepreneurs who want (must) adapt to the new state of affairs.

Table of Contents [ Close ]

To make a table you need wood
Self-knowledge
Market knowledge
Social Strategy
Events
Automations
Contest
App
Local advertising
Do you want to become a 4.0 restaurateur?
To make a table you need wood
Marketing requires analysis .

This is the basis, common to almost every sector and every size of business.

We have already talked about it in other articles, and more generally when we talked about Digital Strategy and Communication .

In this article we will therefore cut it short to focus on the specifics of marketing for the restaurant industry .

Suffice it to say, briefly, that every marketing activity presupposes knowledge .

Self-knowledge, market knowledge, audience knowledge, language knowledge, channel knowledge, technique knowledge .

Don't worry, let's take it one step at a time.

Self-knowledge
In order to offer something, anything, you must first know who we are. And with “who we are” we are not referring to a philosophical question. You must know concretely who we are: what are our values?

What “mission” have we assigned ourselves? And above all… What distinguishes us from those who offer the same service as us?

In three words: Where do we stand?

The question of positioning is essential to building a strategy.

Imagine the restaurant market as a real physical space, divided by differential values.

In this physical market, space is limited , and moving into positions that are already occupied is not easy unless you have an advantage over those who occupy them.

An example in the restaurant industry: if I want to position myself in the “excellence” niche, my offering will have to be competitive in terms of quality; at the opposite extreme, if I want to position myself in the “fast food” niche, I will most likely have to outclass the competition with an amazing pricing strategy with an adequate quality/price ratio.

Positioning yourself properly is not easy, but 99% of the time it makes the difference between success and failure.

Market knowledge
In a certain sense, this type of knowledge is a match for the previous one. To position yourself, in addition to knowing yourself, you need to know the market .

Competitor analysis is essential to understand opportunities and “dodge bullets” already taken by others.

In this case, digital comes to our aid with a rather simple but very useful practice: checking the keywords positioned by competitor websites .

Another important piece of information, in addition to keywords, is to study the target of other players on our market, to then compare it with the buyer personas we have built for our business.

Finally, other very useful information that can be obtained from competitor analysis is: languages ​​and tone of voice used in communication, preferred channels and, above all, advertising strategy .