In this digital era, restaurants and businesses alike have to shift their focus onto aesthetics and visually appealing content. According to research conducted by Zizzi, “30% of 18-25 year olds would avoid a restaurant if their Instagram presence was weak”. All aspects really are scrutinised, from the table decor to the lighting, when a customer decides if their dining experience is worthy enough to be posted about on social media.
Read below to find out what restaurants, we think, are bringing their marketing A-game.
Nandos is the epitome of British casual dining and this image has been acquired through their mindful marketing. They are killing it with their brand awareness, with the help of the renowned catchphrase “cheeky Nandos”. Don’t forget the exclusivity of the Black Nandos card and how this encouraged celebrities including the likes of Ed Sheeran, Beyonce and David Beckham to dine at the restaurant. Their social media channels have also raked in views with their series ‘Booth Truths’ where up and coming British talent discuss topics such as dating, entrepreneurship and wellbeing.
Archies’ social media, and in particular their Instagram game, is up there as one of the best. With their pretty pink feed and the complementing store design, Archies have brought in an influx of millennials wanting to capture their Insta-worthy food and overall experience. The appeal to millenials however doesn’t stop there, Archie’s successfully profit off their celebrity milkshakes and the many influencers that visit the eatery and show off the experience. Additionally, loyal customers have contributed to the companies success, with plans for more store openings across the UK.
The Alchemist found their niche with their creative cocktails which are at the centre of their marketing campaigns. They ensure their marketing strategies stay on top of trends and are seasonally relevant, for example their Christmas cocktails were served amongst Christmas pudding and mince pies. Their theatrical cocktails also attract influencers to try the dining experience for themselves, while their unique branding draws upon the historical aspect of the study of Alchemy.
San Carlo are notorious for their high end dining experience. Their recent marketing strategies successfully expanded the visibility of the restaurant and saw an increase in engagement across all social media channels. Capitalising on their stylish and luxury dining experience, their paid social ads demonstrate this. Amongst this, award winning celebrity chef Aldo Zilli, the appointed Chef Consilere to San Carlo, shared his insider scoop on the fresh ingredients used in the restaurants meals. Read more about San Carlo’s marketing success here
Restaurant Gordon Ramsay
Thanks to his existing fame, the iconic chef Gordan Ramsey has a string of successful restaurants in various locations around the UK. The Gordon Ramsay Restaurant doesn’t compromise on quality either and they display this through all of their marketing methods; whether that be their social media feeds, or Ramsey’s constant upload of content, keeping him and therefore his restaurant relevant. They also see success in seasonal campaigns such as their ‘Black Friday Gift Experience’ which yielded an additional £240k in revenue over a single weekend.
Shake Shack’s social media presence played a huge factor in this restaurant’s success when they launched in the UK back in 2013. The Shake Shack manages to retain the engagement of their loyal fan base through conversational marketing. They create a community and sense of caring about their customers by interacting often with the replies on their social media posts and via their direct messaging chatbots. Edwig Bragg, Vice President of Marketing and Communications at Shake Shack, says: “We’re always thinking about how we make people feel. It’s so important to make a good first impression and enter a community right,”.
Hard Rock Cafe
Hard Rock Cafe, though born in London, is known all around the world, and caters to tourists in ‘destination cities’. With over 120 restaurants in 40 different countries, this chain of restaurants are doing something right. Its distinct rock ‘n’ roll theme makes Hard Rock Cafe one of the most recognisable brands around the world, and this is achieved with help from the selling of their merchandise and their annual rock concerts. Moreover, they benefit from the user generated content produced by consumers that enjoy the authentic Hard Rock Cafe experience.
YO! Sushi offers a unique dining experience with their use of a conveyor belt, however, their dishes are equally unique and visually appealing which helps gaining awareness on their social media channels. In particular, their Facebook page stands out the most other restaurant marketing strategies. Their updates on new menu items and seasonal specials gain popularity through both bright and bold posts, as well as status updates detailing topics of any company-related news. For example, this Veganuary, to appeal to millenials, Yo Sushi are promoting on their social media ‘Green Wednesdays’ where all vegan and vegetarian dishes are being offered a discounted price.
Pret a Manger
With a mission to become the UK’s most important high street food brand, Pret ensures that their marketing strategies maintain their brand perception. This involves advocating about the brand’s handmade healthy products in comparison to junk food seen at many other fast food chains. Pret also places their marketing efforts in all different elements of the marketing mix, which is evident in their ‘Veggie’ stores. These are placed in prime locations, in major cities, attracting vegetarians and vegans to their wide variety of food products made specifically for them.
Too Good 2 Go
Although not strictly speaking a restaurant, this company offers a fresh perspective on how to eliminate food waste. Statistics show “food waste is responsible for 8% of the global greenhouse gas emissions”. In an attempt to combat this, Too Good 2 Go “connects businesses who have surplus food with members of the public who want to rescue this food”. These restaurants and cafes bring together ‘magic bags’ which combine the excess food at a discounted price and then give customers a time frame to pick this food up. This is a brilliant concept, which through the means of paid social and paid search ads have amassed a total of 7.5 billion users across Europe.
Find out how Return can help get more customers through your door, increase the bookings for your restaurant and improve your marketing strategy by getting it touch. We’d love to hear from you!