The P3 Mastermind Restaurant Marketing Summit just concluded in Salt Lake City, UT and I am beside myself with gratitude. This event, in its 2nd year, was created by Chip Klose, MBA, an incredible restaurant coach. He and I co-hosted it along with a number of incredible thought leaders.
Over the course of 2 days more 100 restaurant owners, marketers and leaders were exposed to strategies, tactics and frameworks in nearly every facet of restaurant marketing that will guide the growth of their business.
It was a great honor and pleasure to be at the helm of helping these incredible people. I am so grateful for the opportunity to teach, share and also learn!!
And you don't feel totally left out, here are some ...
KEY TAKEAWAYS;
1. INSIGHTS FROM FRIENDS
From Marqii :
- 82% buy a dish simply based on how it looks in a picture
From Ovation :
- Guests who you recover from a bad review have a 68% chance of coming back. Your average guest is only 30%
From Popmenu :
- Dishes with photos get 2x more orders and 4x more reviews
From Qubriux :
The most important metrics to measure with email marketing:
- Open rates
- Click-through rates
- Conversion rates
- Revenue per email
From SpotOn :
- One of the best opportunities to build your customer database is while the guest is in the restaurant. Use every opportunity to get them to sign up for loyalty, email club, etc
2. WHAT IS MARKETING!?!?
Marketing is just THREE QUESTIONS:
- What is the product?
- Who is it for?
- How do we reach them?
Marketing is a ton of small moves that are constantly improved over time, that result in better outcomes.
3. WHO DOES YOUR MARKETING?
If you aren't the right person to do your marketing. If its not your strong suit or your time is better spent running the business, hire a marketer, a consultant and or an agency who can guide or execute under your direction.
4. THE FIRST DOLLARS YOU SHOULD SPEND
Before you do direct mail, sponsor the little league team, buy radio ads, or pay influencers, you should prioritize digital advertising on Google and Meta.
5. EMAIL, EMAIL AND THEN MORE EMAIL
Acquisition without contact info is a waste.
The golden metric for marketing is CRM growth --- how many contacts opt into your marketing
There is one marketing move that will increase lifetime value AND order frequency, making ALL of your marketing efforts easier - email.
The best way to grow your business by decreasing the amount of one-timers and increasing the lifetime value of current guests is to EMAIL them.
The preferred mode of communication between consumers and brands.
6. WHAT COMES FIRST?
Over the course of the two day work shop we walked through TONS of tactics on how to increase and optimize awareness, acquisition, retention and evangelism. We presented them in that order to align with the customer journey.
It was A LOT!
I got asked at dinner after the event, which would I do first and then second?
That's a good question.
- Listings management. Google should be sending you around 67% of your guests which means its easily the most important channel. As I said, winning local search takes time so starting TODAY with listings management is the right idea!
- Email. See bullet point 5. ;-)
Do you need help with your restaurant marketing? Send me an email rev@brandedstrategic.net
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- Rev Ciancio
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.
