These are tough times for the restaurant industry. The pandemic has completely altered the way people experience restaurant dining.
Without a question, it has affected the consumer confidence in the way they see the dining experience. Restaurant operators are faced with the dilemma of staying relevant and serving their community in this new reality.
Fact – (Travel + Leisure) one in six, or 100,000 establishments nationwide “have closed permanently or closed long-term” while the rest are struggling to find a business model that can be profitable and sustainable.
Restaurant associations are calling for congress assistance to help the restaurant industry through a stimulus package.
Restaurant owners are a resilient bunch who have seen crises in the past and have successfully overcome and come out stronger. Those operators who are agile and evolve will not just survive but come out stronger and be successful.
Those operators who focus on pivoting their business concept and be smart about driving growth through marketing online will be winners. In other words, growth marketing will be key to restaurant success.
Growth marketing has completely changed the game of how we approach marketing. This method of approach seeks to intentionally invest in the customer. This mindset shift of growth for a business seeks to not only acquire customers but to retain them and ideally refer businesses to their network.
Oftentimes when we see or hear the term “growth marketing” the term “growth hacking” also comes to mind. Rightfully so, our society is left with a bad taste in their mouth when the word “hacking” is involved. However, growth hacking in marketing is essentially a creative, strategic way to obtain and retain customers.
In this article, we will cover the basics of what you need to know about growth marketing, why it is a term to familiarize and recognize the significance of its power, and what it can do for your restaurant.
So What Even Is a Growth Marketing Program?
The growth marketing program puts a focus on growing one or more business segments such as carryout & delivery, dine-in, and catering. This is executed through an integrated digital marketing program.
Why Should You Invest in Growth Marketing?
Growth marketing takes on a holistic approach and thinks beyond customer acquisition and into the realm of building a loyal customer base.
The method focuses on not only acquiring new customers but nurturing and fostering an audience to build stronger relationships and essentially advocates for a brand.
As restaurant operators, building rapport with customers is essential to creating a sustainable business. These brand advocates are likely to share your business with their network, and this creates a cycle of growing and building your customer base.
What are the Key Components of a Growth Marketing Program?
Your restaurant marketing plan needs to include a way that nurtures customers. Like any sort of relationship, communication is key. So keeping customers up to date on any restaurant changes, menu updates, or new specials is an easy way to do this.
This process can be done through multi-channel marketing, email marketing, social media, and PPC ads that are specifically focused on engagement campaigns.
New Customer Acquisition
Your marketing program should have a solid strategy for acquiring new customers for your business. There are various ways and strategies to acquire new customers.
This includes SEO, traditional marketing – such as billboards or direct mail, offers and promotions, PPC ads – such as brand awareness campaigns, social media, virtual events, and influencer marketing.
Lastly, of course, in order for businesses to run successfully, they need to have products or services that convert and generate sales.
Ways to bring about more conversions are through guest loyalty, repeated visits, offers and conversions, and email campaigns.
Given the unpredictable circumstances of the restaurant industry at the moment, now more than ever restaurants need to have a system and a growth marketing program in place.
The Digital Restaurant offers a Growth Marketing Package for restaurants. This will get your restaurant set up on the NGAZE platform so that you can launch your marketing campaign right away.