Restaurant Marketing Cookbook

Restaurant MarketingCookbook

Turns your Facebook page into a commerce page

Tuesday, June 12, 12

Table of Contents• Welcome to ge+a!Table

• Why Use Facebook?

• Facebook Timeline Best Prac<ces

• Four Keys to Restaurant Facebook Marke<ng

• Facebook Adver<sing Tips

• Appendix: Facebook Coupon Case Studies


Welcome to ge*a!Table™

Who We Are: The getta!Table™ dining network features the industry’s best restaurants in Boston, Providence, and Chicago. Acquire new fans and find loyal customers by being a part of an exclusive network that diners trust.

Why It’s Important: getta!Table™ lets restaurants optimally utilize their existing fan base by converting their Facebook presence into customer acquisition, retention, and sales.

Why It’s Different: Our business model differs heavily from the Groupon/LivingSocial model, which leaves restaurants facing high commissions, poor returns on investment, and low customer retention rates.

xTuesday, June 12, 12

Welcome to getta!Table™

Ø Sell e-‐Cards, including e-‐Gift Cards, directly from your Facebook page.

Ø Point consumers from your website or from your restaurant to your Facebook page to buy their e-‐Card including e-‐Gift Cards.

Ø Acquire fans and capture emails while selling e-‐Cards.

Ø No transaction charges or hidden fees.

Sell E-‐Cards to Your Fans!



Ø Offer coupons for free items such as dessert, 2-‐1 entrees, or free drink.

Ø Allows for rapid fan acquisiCon and are the main mechanism through which restaurant offers go viral.

Ø Free items on coupons oFen generate more traffic than equivalent discounts.

Ø Coupons drive website and Facebook views and likes.

Ø Capture fans and emails.

Gain Fans with Coupons!



Ø Compose exclusive offers that you can schedule in advance.

Ø Presell seats for special events and occasions.

Ø Post promoConal deals that require fan likes or other fan acCvaCon experiences.

Ø Offer deals on food items for which you completely manage quanCty, valid dates, and discount amounts.

Promote Special Events & Offers!


Welcome to ge4a!Table™Key Takeaways:Ø Marke8ng Engine: Restaurants have 100% control

over offer management. No commission fees or outrageously high-‐risk deals.

Ø Commerce Engine: Checkout happens directly on the merchant’s Facebook page. Fans never have to leave the page. All money from purchases goes directly into merchant bank accounts.

Ø Customer Management Tool: Provide coupons, eCards, and offers to your fans and acquire more fans and email addresses.

Ø Data Engine: Acquire email addresses and other info about fans and friends of fans via OpenSocial Graph hooks that also promote viral sharing.

Ø Technology-‐Friendly Engine: InstallaCon takes <5 min. With cloud redempCon capabiliCes and social media links for offer promoCon.


Why Use Facebook? Fans spend more ,me on Facebook than on almost any other online site: The same people who eat in your restaurants are spending 8 hours per week on the site. Approximately 53% of the people who use Facebook always have it open.

Most people make restaurant plans 6 hours before they walk into a restaurant: Facebook is the perfect plaSorm for informing fans of offers that fill a need – filling seats on a slow Tuesday evening, leXng fans know that 3 tables just turned up on an otherwise packed Saturday, etc.

The most common way that people find out about restaurants is from their friends and friends of friends: Facebook is the perfect medium for word-‐of-‐mouth referrals and direc<ng those referrals to appropriate merchants.


Why Use Facebook?

Facebook recently changed page views to reflect the new Timeline design.

• The “Timeline” acts like a consolidated, real-‐<me website for your business, showing all of your relevant informa<on and content up front.

• Through Facebook insights, restaurants are easily able to analyze their fan base by gender, age, loca<on, and a host of other variables. They can also closely monitor the performance of specific posts and offers.

• Through Facebook adver<sing, restaurants can target users by interests, age, geography, educa<on, and many other filters in a cost-‐efficient fashion.


Timeline Best Practices

• Prepare a cover photo 850px x 315px. Avoid low resoluCon images or images with blue backgrounds.

• Choose a profile photo 180px x 180px; a logo is recommended.

• Ensure that the Daily Offers app is within view for fans to easily see it. Swap the app order as needed.

• Use Facebook Milestones to announce important events for your brand, such as "10K Pizzas Sold!” Use high-‐resoluCon photos to avoid a pixelated feel, since the photos will be displayed as 843px x 403px.

• Highlight important posts by pinning them to the top of the Cmeline. Pinning a special offer to the top of the Cmeline ensures maximum exposure of the offer. There is a 7-‐day pinned post limit.


Overview: Use the coupon, offers, and eCard func<onality of the ge+a!Table™ so_ware toolkit to manage your best customers. To best grow and leverage your Facebook fan base, we recommend following the four keys to restaurant Facebook marke<ng:

Key #1: Acquire a geo-‐targeted fan base.

Key #2: Ac<vate fans by giving them a reason to go to your page or restaurant.

Key #3: Convert a new fan into a returning customer.

Key #4: Turn a returning customer into a loyal fan and brand advocate.

Keep Fans LoyalConvert FansAc8vate Fans Acquire Fans

Four Keys to Restaurant Marke<ng


Acquire Fans• Create a coupon featuring a deal that is compelling, clear in its restric8ons, and is easily a4ainable.

•Next, create a centralized social media campaign for the coupon: Broadcast the offer on Twi*er. Use a pinned post to feature the offer on your Cmeline. Create a Facebook ad that links directly to your offer and targets potenCal new fans.

• Spend a li4le 8me each day socializing: Interact on the fan pages of foodies, mothers with food blogs, and any public page that you would expect your target audience to visit.




Ac8vate Fans• Engage fans daily by asking ques<ons, holding contests, and pos<ng pictures. A 4:1 ra<o of engaging posts to self-‐promo<onal posts is recommended.

• Cra_ coupons and offers that encourage social sharing and discovery, e.g. bring a friend to dinner and get 20% off on a $50 meal, the first 100 Facebook fans who share this offer on Facebook get a free appe<zer with purchase of an entrée, etc.

• Post pictures or videos of your food or restaurant on your <meline.




Convert Fans• Cra_ and announce new deals at least bi-‐weekly to convert fans into returning customers. This ensures that they have a reason to regularly return to your page.

• Upsell. Incen<vize fans with new menu items, e.g. a free dessert when you try our new entrée through deals and offers that you control.

• Hold contests that reward your fans for interac<on. For example, offer a free dinner to one lucky fan who likes a post or to one fan who comments about their favorite menu item.




Keep Fans Loyal• The eCard is the perfect mechanism for rewarding loyalty in your fans.

• Brand the eCard, e.g. “Abigail’s A-‐list Card.” to fit your needs.

• Assign tangible benefits that reward loyalty, e.g. for $10 a year, get a table with no wait any day of the week, or for $25 a year, get 10% off your bill every 3 months




Facebook Advertising Tips• Specify your precise goals, e.g. driving “likes” to your

fan page or driving a targeted audience to an offer.

• Use images featuring a+rac<ve individuals, happy people ea<ng food, and pictures of food. Use images that are 140px x 100px to minimize the white space between images and copy. Avoid blue backgrounds in the image. Images with bright colors such as red, orange, green, and yellow tend to catch the eyes be+er.

• The copy should emphasize key words such as FREE or $10 OFF or LIKE OUR PAGE by using all caps and must have a strong call-‐to-‐ac<on. Do not use all caps more than 3-‐4 <mes in a single copy.

• The landing page must clearly indicate how to accomplish your specific goals.

Examples:


You’re Ready to Sell!

Increase and monetize your Facebook fan base

Build and manage a loyal following

Use Facebook data for better offer targeting


For any questions/concerns or to submit a tip for our marketing guide,email: [email protected]

gettaTable.comFacebook.com/gettaTable

More restaurants, better offers, only on Facebook


Facebook Coupon Case Studies

• Campaign: Einstein Bros. Bagels offered a free Bagel and Schmear coupon exclusively on Facebook in January 2010.

• Objec8ves: Drive In-‐store traffic. Acquire Facebook fans for the company.

• Tac8cs: Had a week “so_-‐launch” before running a large adver<sing campaign called reach block adver<sing. Then ran a reach block which guaranteed that 100% of a targeted demographic saw an ad.

• Results: The fan base grew from 4,700 fans before the coupon to 36,000 fans a_er a week without using large-‐scale adver<sing. A_er they used a reach block, they grew to over 400,000 fans in a month’s <me.


Facebook Coupon Case Studies

• Campaign: P.F. Chang’s launched a free le+uce wrap coupon in July, 2011. •Objec8ves: Drive in-‐store traffic. Acquire Facebook fans for the company. •Tac8cs: Posted about the offer on their wall a total of 15 <mes during the month of July. P.F. Chang’s also built a Facebook tab as a landing page for adver<sing. •Results: P.F. Chang restaurants brought in 50,000+ guests, 40% of them new customers, during the campaign. The restaurant chain doubled the fan base to 420,000 three months a_er the one-‐month campaign began.


Date post:	28-Nov-2014
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Restaurant Marketing Cookbook

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