Restaurant & Bar Digital Marketing

Your Speakers

Claire StandridgeSenior Account Executive

Team Lead

Sara O’BrienAssociate Director,

Marketing

Allison Ammermuller

Account Executive

ANATOMY OF A RESTAURANT WEBSITE

DIGITAL MARKETING STRATEGIES

AGENDARestaurant Digital Marketing Strategy

RESTAURANT WEBSITE DESIGN

QUESTIONS AND ANSWERS

STATE OF THE INDUSTRY

RESTAURANT INDUSTRY OUTLOOKIncreases in reservations online with more people dining out

REVENUE GROWTHFor the 25th year in a row the Canadian Restaurant Industry is expected to grow in 2016.

3.8%ONLINE RESERVATION GROWTHOpenTable Canada has reported that they have now hit 30,000,000 diners seated using their OpenTable reservations

30 Million

INTERNATIONAL VISITORSOne tenth of diners using OpenTable in 2014 were international visitors. 10%EASE OF ONLINE RESERVATIONSRespondents said they would make more restaurant reservations online if it was a more common option. 

52%

MULTIDEVICE BEHAVIORCross Device Usage is on the Rise

46%Looked up a restaurant/

hotel/attraction atmy destination

51%Looked up maps

or directions

46%Looked up my

booking or itinerary information

50%Browsed/looked for

destinations to visit or vacation ideas

55%Pricing/discount/

points (net)

Sequential device activities for travel planning/booking (among leisure travelers who use devices for sub-vertical planning or booking and engage in specific activity)

Source: Google Research

Mobile is NowThe Vatican in 2005

Mobile is NowThe Vatican in 2013

2016 Budgeting SpendBudget Recommendations

MARKETING BUDGET4% of total revenue should be allocated to marketing

4%

DIGITAL MARKETING BUDGET75% of total marketing budget should be allocated to digital marketing75%

Restaurant WebsiteDesign

RESTAURANT WEBSITE89% of diners research restaurants online before visiting in person

Standalone Website

Within the Hotel Website

Restaurant Website Formats

STANDALONE WEBSITENICO OSTERIA

http://www.nicoosteria.com/

http://www.pennsviewhotel.com/

WITHIN THE HOTEL WEBSITEPANORAMA AT THE PENNS VIEW HOTEL

PARALLAX WEBSITE DESIGNJORY RESTAURANT AT ALLISON INN & SPA

http://www.theallison.com/jory-restaurant

MOBILE SITE Mobile should never be an afterthought

Poll: How many of you have restaurant website designs or upgrades planned for 2016? a) Yes

b) No

c) Not yet, but we are trying to make it happen

d) Maybe in 2017!

Anatomy of a Restaurant

Website

• Overview/ About• Online Reservations• Menus• Image Gallery• Calendar of Events• Map & Directions• Blog• Social Links

Content:

STRUCTURE OF A WEBSITEThe Anatomy of a Successful Restaurant Website

CLEARLY DISPLAY LOCATIONClearly place restaurant location, hours and menus.

MERCHANDISINGPromo Slides, Special Offer, Marketing Message

Promo Slides

Special Offers and Tiles

Marketing Messages

Restaurant Website Formats

PROFESSIONAL PHOTOGRAPHYThe imagery on a restaurant website is critical to the customer

decision making process

VIDEO CONTENTMake your meals come alive!

Chef Demonstrations

Promotional Reel

Virtual Tour

Types of Video Content

ONLINE RESERVATIONS WIDGETProminently display the ability to Request a Reservation

http://www.harbourhouse.co.za/

PRIVATE DINING REQUEST FORMMake the process seamless.

Get the bare necessities in terms of contact information

Size of party and occasion

Availability calendar

These should accomplish:

CALENDAR OF EVENTSWhat’s happening

USER REVIEWSIncorporate reviews on the website

RESTAURANT BLOGDeliver rich content including current restaurant news, specials and happenings

while providing high SEO value

New Menus including Signature Dishes and Recipes

Awards

Staff Profiles

Special Events

Blogs are great to highlight the following:

Digital Marketing Strategy

SEARCH ENGINE OPTIMIZATION (SEO)Keep Content Fresh and Generate Traffic Via Search

7 – 9 %

Per Google’s mobile-friendliness update

Mobile-Friendly

For higher Quality Index of campaigns and stronger ROIs

Align SEO with SEM / Paid Search

The industry leading tracking platform

Use BrightEdge Tracking

Update local search listings, create fresh content, optimize existing content

Ongoing Strategy

TOP ACTION ITEMS

SEARCH ENGINE OPTIMIZATION (SEO)Keep Content Fresh and Generate Traffic Via Search

7 – 9 %

SEO: LOCAL LISTINGSEnsure Information is Consistent Across the

Internet

Requires on-property verification.Claim Google My Business listing.

Round out the local search presence by covering second-tier listings.

Claim Yahoo! and Bing profiles.

Feed accurate information to search engines’ knowledge graphs by claiming all major directory listings.

Set up directory listings.

GOOGLE MY BUSINESSManage Appearance on Search Engine

Results Pages

2 - 3%

Major search engineRestaurateurs some ability to control how their business shows up on results pages

• Google My Business

Claiming Your ListingThis is handled through the process of claiming, verifying, and optimizing the restaurant’s primary local listingsClaim + verify the restaurant’s local profile via phone or postcard, and update the following elements:• Short description• Address• Hours• Website URL• Menu• Reservations URL

SEO: LOCAL SEARCHEnsure Information is Consistent

Across the Internet

Optimization of Online Citation SourcesLocal citation sources such as online directories help search engines fill in their knowledge gaps

Example Sources and Directories:• DMOZ.org• Citysearch• EZLocal• WhitePages• iGlobal

RESTAURANT LISTINGSRestaurants need to look at all their listing possibilities

11 - 12%

Yelp

TripAdvisor

Zomato (Previously UrbanSpoon)

SEM / PAID SEARCHIncrease Bookings and Revenue From the Search

Engine Results Pages (SERPs).

64 percent of consumers searched for restaurants from their mobile phone

Mobile Strategy

With Geo Targeting you can reach the most qualified audience

Reach Local Potential Guests

RLSA, Affinity Audiences, In-Market, etc.

New Targeting Options

Copy can be designed around events, promotions or new menus

Display Relevant Ad Copy

TOP ACTION ITEMS

Reaches 94% of US internet users & 90% of Global internet users.The Google Display Network reaches millions of websites, news pages, and blogs that partner with Google to display targeted ads.

Targeting Options: Contextual Audience Placement Geographic Retargeting (reach users who have already

visited the property’s website)

GOOGLE DISPLAY NETWORKReach Millions of Websites and Retarget to Users

Who Visited the Restaurant Website.

ONLINE MEDIAIncrease your reach and show ads on food related sites

Mobile Ads

Utilizing websites such as Yelp, Zagat.com, OpenTable or TripAdvisor

Smarter Targeting

TOP ACTION ITEMS

Switch to HTML5

Be shown on all possible touchpoints a person could decide on a restaurant

One Part of Larger Campaign

11 - 12%

EMAIL MARKETINGStay engaged with past guests about new

menus, events, recipes

Responsive Design

1 – 2 promotions, and amobile-friendly landing page

Smaller Screens and Attention Spans

TOP ACTION ITEMS

Vertical scroll, larger text, and thumb-friendly buttons

Video animation or animated GIFAnimated Emails

Holidays, seasons, or local eventsBe Timely

Poll: Which online channel has the most impact for your restaurant?a) Organic Search Listings

b) Paid Search (SEM, GDN)

c) Restaurant Listings (Yelp, Zomato, TripAdvisor)

d) Email Marketing

e) Social Media

ENGAGEMENT ON SOCIAL MEDIADining out at a restaurant is a social experience.

Build a Local Following

Post Photos

Offer Specials

Host Contests

Link to the Website

Stay Engaged

SOCIAL MEDIAReach the right audience

at the right time

2 - 3%

Part of multichannel campaign

First-party data to target usersUtilize Ad Networks

TOP ACTION ITEMS

Based on seasonality and business needs

Use a conservative budget with smarter targeting

Pay-to-play

Organic posts only reach about 2-3% of fans

Promoted Content

An optimized Facebook Fan Page is an important component of a strong online marketing strategy as users will become a fan and engage with the Page to generate viral awareness in the News Feed.

Build reach and awareness.

FACEBOOK FAN PAGEIncrease brand awareness, drive engagement, and

increase Facebook fans.

By customizing the Facebook Fan Page with a custom tab, you can increase brand awareness, target key customer segments, and drive traffic to the hotel website.

Engage customer segments.

Increase viral promotion.

FACEBOOK ADVERTISINGGenerate buzz, engage customer segments,

and drive traffic to the website.

Expand reach.

Age Gender Location Interests Behaviors Custom Audiences Lookalike Audiences

Targeting:

Engage customers and drive traffic.

INSTAGRAM PROFILEBuild brand awareness, drive engagement, and

increase Instagram followers.

SEASONAL MARKETINGContent for what’s around the corner

2 - 3%

Updated Menus

Seasonal Imagery

Special Offers

Poll: Personally on which social media platform would you be most likely to engage with a restaurant?a) Facebook

b) Twitter

c) Instagram

d) Foursquare

e) Google Plus

f) I wouldn’t engage with a restaurant on social media

RECAPThe steps to a successful restaurant digital

marketing strategy

2 - 3%

Get your website in order

Make sure it has all the important components

Optimize your website content for the Search Engines

Participate in paid search and display advertising

Keep restaurant listings up to date

Engage with your guests via social channels

Questions?