How can you increase your visibility among your customers? What can you do to attract new customers? Implementing a communication and marketing strategy is a long process. We've come up with 10 ideas to help you raise your restaurant's profile!
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1. Choose an original restaurant name to make an impactÂ
There's nothing like an original, catchy restaurant name to capture the attention of your future customers and stay in their minds. We're thinking, of course, of famous puns like What the foc, an establishment specializing in focaccias, Les Friands disent, DUPONT with a tea, and so on. You won't soon forget those, will you? An easily memorable name is a good start.Â
It must be easy to pronounce, or it will go straight into oblivion. It must also reflect your brand image and concept, and stand the test of time. Will yours still make sense 5 years from now?Â
In addition to meeting all these criteria, it must above all leave a positive first impression on all those who cross its path online, on the street or via any other means of communication.Â
Not sure what to call yourself? Test your restaurant's name in :Â
- asking those closest to you for their reactions and opinions,
- ask for your community's opinion on social networks,
- using survey tools.Â
‍👉 F ind out more: creating a brand identity for your restaurant 
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2. Promoting your restaurant through different channels
To promote your restaurant and attract new customers, you'll need to increase your online and offline visibility. You can, of course, adopt the traditional flyers, local radio ads and posters, but in the digital age it's above all your web communication that will be important to develop.Â
Start by creating a website that reflects your corporate identity. It must be intuitive and user-friendly, in other words, the user experience must be beyond reproach. Internet users must be able to find what they're looking for easily, and be drawn to the other pages of your site. Your digital showcase should contain information such as :Â
- the name of your establishment,
- an "About" page with a description of the concept and a presentation of your team,
- the menu with information on dishes and prices, plus a few photos,
- your address,
- opening hours,
- your contact details and social networks.
That's the minimum! But you could certainly add a few testimonials from your customers, an online booking system (highly recommended), a live chat to answer questions... can you think of anything else?Â
Your online visibility also means a presence on review platforms, blogs, directories and guides. Make sure your establishment is listed on as many of them as possible, and include links redirecting Internet users to your own site or social networks. TripAdvisor and TheFork immediately spring to mind, as do Yelp, Foursquare, Dianping and Kekanto, which are mainly used by foreigners.Â
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3. Highlighting your teamÂ
One of the keys to a successful restaurant marketing and communications strategy is to put the spotlight on your chef and your entire team, without whom nothing would be possible. Those who work hard in the kitchen and dining room to ensure the best possible customer experience deserve special attention.Â
Showcase them online or at the entrance to your establishment. For example, you can introduce them and show them performing their daily tasks. You can also describe them through little anecdotes, challenges they've taken on with the team, their most appreciated character trait, etc. Not onlywill this add value to their work, it will also humanize your establishment in the eyes of those who frequent it, while creating a bond of closeness.
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4. Increase your visibility on social networksÂ
Instagram, Pinterest, Snapchat, Facebook, Tik Tok, LinkedIn, Youtube, there's a social network for everyone. Their choice depends not only on your target audience, but also on the type of content you want to distribute. For a target audience of active people, Instagram, LinkedIn and Facebook seem ideal. For younger customers, Snapchat or Tik Tok are more appropriate. Do you rely heavily on visuals for your communication? Then Pinterest and Instagram are your best allies. Do you want to stand out from the competition by taking your future customers into the heart of the kitchen in documentary immersion mode? Then opt for Youtube.Â
Once you've created your account(s), it's crucial to share high-quality, aesthetic and engaging content. Whether it's photos of your dishes, contests, menus, presentations of your team or short tutorials, remember to vary the types of publications. You can also count on your customers. Encourage them to share their experiences on the networks and tag you, then repost this content. Be creative in the way you encourage them to do so. Take a leaf out of Smash Smash's book by offering customers a free drink for every story they share. In this way, you'll liven up your social networks while showcasing your customers and creating a bond with them!Â
Psst, to increase the number of likes or shares, there's nothing like a little challenge with a reward at the end. "For so many likes on this post, we'll hold a prize draw and give away a bottle of wine.Â
Use social networks to launch paid advertising campaigns to precisely target your audience (age, interests and location). Remember that a good campaign goes hand in hand with enticing photos and impactful call-to-actions.
Finally, to fully exploit the potential of social networks, don't hesitate to collaborate with content creators and food influencers. By paying them to share your address and advertise it to their community, you'll benefit from their visibility and traffic power.
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5. Liven up your restaurant with events and special operations
A good communications and marketing strategy also means that you'll be able to liven up your restaurant with events and special operations.
Offering tastings, hosting corporate events and running cooking classes are all effective ways of increasing your revenue streams, but also of raising your profile. It's a way of attracting an audience you might not normally reach. It also gets people talking about you, and provides you with quality, original content to liven up your social networks. Take a leaf out of the book of many restaurants, such as Les 3 ToquĂ©s, who celebrate their anniversary with customers. With a special menu, complimentary digestif and decorations designed just for the occasion, you're sure to make a splash!Â
Just like events, promotions are an opportunity to improve your exposure. Think of competitions, loyalty programs and gift vouchers like those offered by L'Oiseau Bleu. All these commercial gestures will generate publicity and attract customers .
Events and special operations will encourage your customers to dine with you when they hadn't necessarily planned to do so.Â
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6. Think customer reviews!
This isn't the first time we've talked about customer reviews, and it certainly won't be the last! They form the basis of your e-reputation, which in turn plays a fundamental role in your traffic to your establishment. Nowadays, when choosing a restaurant, the reflex is to go online to consult the location, opening hours, menu, prices, but above all, the reviews left by previous customers, considered a reliable source of information. Your average rating, whether in the form of a grade or stars, says a lot about your brand, the quality of the food and customer service. Customer feedback is golden! If well managed, it can turn into an incredible marketing argument.Â
Your first challenge is to collect opinions. Never forget that your customers can be your ambassadors of tomorrow , which is why it's so important to pamper them on the big day. They will then be naturally inclined to leave you a positive review. You can also encourage them to do so by subtly asking them at the end of the meal, or by promising them a discount on their next visit. To make it easier for them to do so, make sure you have a number of tools at their disposal. TripAdvisor, Google, social networks, TheFork - spare no effort!Â
The more reviews your establishment has, the more Google will improve your ranking. The more reviews you receive, the more likely it is that visitors will come across you. But your mission doesn't stop there: you also need to respond to these reviews, especially the negative ones. Creating links, showing your appreciation, projecting the image of a professional restaurant for whom the customer experience counts, while at the same time perfecting your communication strategy - that's what customer reviews are all about. Â
Finally, multiply the interaction with your guests by offering them the opportunity to give their opinion and participate in your restaurant's decisions by organizing polls on social networks. This will enable you to make progress while engaging them in conversation.Â
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7. Aesthetically pleasing menusÂ
An effective communication and marketing strategy is often hidden in the details. The aesthetics of the menu are a case in point. The menu is a relatively powerful persuader in the consumer decision-making process. Whether it's physical or virtual, it's in your interest to take care in its presentation.Â
Whether in the hands of your customers or online, you'll need to pay particular attention to your graphic charter (font, color palette, logo, etc.) as well as to the visuals present on this medium. We eat first with our eyes, so photos of dishes must be enticing to entice future customers to take the next step: visiting your establishment. Get them to imagine themselves in your restaurant, arouse their curiosity, make them salivate - never underestimate the potential of photos!Â
Online, we strongly recommend that you devote a page to it, rather than presenting it as a PDF. Why not? Many Internet users are still reluctant to download documents. Another reason is that PDFs are sometimes difficult to read on smartphones.Â
Only key information such as prices and a short description of each dish should be included, along with a few photos. Like a CV, customers should be able to scan it at a glance and get a general idea of the dishes on the menu, even if it means returning to it later. It should be constantly updated to avoid disappointment when your guests arrive.Â
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8. Create a buzzÂ
One of the most popular marketing techniques for increasing your visibility is to generate word-of-mouth about a product, a commercial offer or an event, thereby generating media coverage. Create buzz in short! It's an effective way of making yourself known to a very large number of people in a very short space of time.Â
You can do this by surfing on current events, as the Arty restaurant did so well during the presidential election, with a menu of burgers on the theme of the candidates.Â
The aim is for your initiative to go viral , i.e. to be reposted a large number of times, first by your community and then by its wider circle. Imagine the number of people you'll reach thanks to this snowball effect! You'll attract curious people who want to see for themselves what they've seen on social networks, and be part of this fashion phenomenon of which you are the author.Â
9. Optimize your listing with Google My Business
What is SEO (search engine optimization)? This refers to all the strategies and techniques used to appear in Google's top results.
Many restaurateurs overlook the importance of having an optimized Google My Business listing, mainly due to a lack of time or sometimes disinterest.
Yet it's crucial to optimize your listing in order to appear at the top of search results. An optimized listing means that it must be complete, with the restaurant's name spelled correctly, up-to-date opening hours, and details of exceptional closures and special events. It's also important to include plenty of photos and to publish regular news updates.
In this way, Google will tend to reference your establishment well, and Internet users will be more likely to come across it in their searches.Â
Below, we show you the referencing of our best customers:
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Do you want to offer your customers a personalized experience? Innovorder uses digital technology to help restaurants do just that. Contact an expert for personalized advice.
