Restaurant marketing & operations consulting

Light Your Restaurant’s Culture on Fire by setting the table for success

We help you expand sales, create processes to improve efficiency and scale by focusing on the customer journey.

Have you ever walked into a restaurant and felt a culture that is on fire.

You’re greeted with a smile, the restaurant’s staff is busy with purposeful desire to deliver the best service. The kitchen is synchronized in a furious and passionate dance to deliver the best performance.

You’re in the right place.

This is the feeling that every guest wants to experience the minute they step foot into your restaurant. It doesn’t’ happen by accident, in fact a strong culture in any business takes careful planning, listening and leadership that desires a strong workplace culture.

Your restaurant concept is unique, the menu is filled with beautiful culinary creations, your employees are happy and engaged, and now we need to let potential customers know so that they can enjoy the experience that your restaurant has created.  Creating a strong restaurant marketing campaign is important so that you continue to reach new customers and engage with loyal customers.

Whether your restaurant is small or large, located in a tourist hot spot or nestled in a quiet part, new and fresh or established and reinventing, we can use the following strategies to develop the best restaurant marketing strategy for your restaurant concept.

The Customer Journey at your restaurant Starts now.

A Shared Language Is Critical For Developing Culture

At Off Road we believe that culture is ingrained in a business when its team understands the vision and values set forth by the leadership team or founder of the company.  A shared language of values and vision is especially important in developing culture in a restaurant, and the consequences of not developing that shared language means dealing with employee retention and morale issues.  Ir you nail it, you will have long term employees that are passionate about their work and service - your customers will notice.

Whether you are in the early phase of developing a culinary concept or are a restaurant owner with years of experience, developing culture within your business means that you will the hearts of your employees, and create that feeling of a great culture.  The shared language of values & vision will solidify your leadership style, your processes will create better engagement, and accountability will reduce uncertainty.

Your Restaurant’s Processes Create Engagement

Processes are an important part of a strong restaurant culture, the more streamlined your processes are, the better communication in the workplace will be for your team.  Autonomy is important for developing a better workplace culture. With the right mix of autonomy and the alignment of roles, there will be plenty of opportunities for employee recognition as tasks are completed at a higher level. Engaging employees to help with menu planning and determining specials can be a great way to get your employees engaged and invested into the restaurant’s concept.  

Accountability Reduces Uncertainty in Your Restaurant

Developing accountability charts is a critical way that you as a restaurant owner can win at leadership communication within your business.

Effective communication in the workplace starts with the leader, and creating accountability for yourself, your key team members and the customer interfacing employees is one way to improve your culture that will shine through to the customer’s experience.

Without a doubt, the biggest issues for most employees in a restaurant are questions about the unknown.  Who will do this task? Am I responsible for doing that? When will the owner be inside the restaurant next? What happens if we get slammed with new customers, who will fill-in?

Restaurant marketing strategies & Consulting

Generate more sales & lifelong customers

Your restaurant concept is unique, the menu is filled with beautiful culinary creations, your employees are happy and engaged, and now we need to let potential customers know so that they can enjoy the experience that your restaurant has created.  Creating a strong restaurant marketing campaign is important so that you continue to reach new customers and engage with loyal customers.

Whether your restaurant is small or large, located in a tourist hot spot or nestled in a quiet part, new and fresh or established and reinventing, we can use the following strategies to develop the best restaurant marketing strategy for your restaurant concept.

Create a Strong Brand with your Website Strategy

Your website is a tool to drive new customers to your restaurant, gone are the days of a simple website that includes contact information and a PDF of your menu.  A new generation of customers want an experience when they go out and the experience starts with your website and your other digital marketing assets. Developing a restaurant website that has the look and feel that matches your brand is important for setting the stage before someone even steps foot into your restaurant.  What type of content can your website include that takes customers down the path of discovering new dishes and drink creations? Creating restaurant website that has the functionality that drives engagement can be a great way to keep your current customers coming back.

Search Engine Optimization For Restaurants

SEO strategies for restaurants are broad, and we’re not going to cover everything in this article, but we can give you a good start in building a strong SEO foundation that will help your restaurant rank in Google for important keywords.  Understanding how your customers are searching for your type of restaurant and restaurants in your geographic location is the first step in building an SEO campaign. Once your know how people are looking for you, you can begin to develop content that will address the topics that they’re searching.  This may mean creating blog posts and making adjustments to your internal pages to reframe them to better target certain keywords.

EAT For Restaurants – Expertise. Authority. Trustworthiness.

A recent Google update addressed 3 key areas that are critical for any successful restaurant SEO campaign. Named EAT for short, this update addressed the expertise that a website conveys, the authority that is bestowed upon a website, and the trustworthiness that a website’s content contains.  This important update address two important aspects of an digital marketing strategy for a restaurant: Reviews, and Links. Reviews are obviously important, Google uses reviews to list you higher on a map listing, Yelp and TripAdvisor use reviews to inform their readers about a business. Links are a way that Google uses 3rd party validation of a website to determine how authoritative and trustworthy it is and these metrics inform how your website ranks in Google.  

Social Media Strategies for Restaurants

Developing a strong restaurant social media strategy starts with finding the social networks where your customers are active.  As you probably already know, Instagram is home to many food bloggers and influencers for restaurants. Two ingredients are important for developing a social media campaign that will reach the right people: Content & Amplification.

Content is what is shared, it can be written content such as a blog post that highlights food and wine pairings, or it can be photo or video content that shows unique and enticing elements of the food created by your restaurant.  The second and critical part of content is the type that your customers are creating. People want to share their experience of dining at your restaurant and having a fun and safe place for them to share is part of your marketing strategy, but it also provides a great feedback loop for your restaurant.

Amplification takes the content that you’ve created or that has been created by customers and gives it a little bit of a push so that you can reach new potential customers.  An Instagram or Facebook restaurant marketing strategy should include some level of paid advertising where you are either boosting posts or running ads that share unique aspects of your restaurant.  The demographic, psychographics and geographic targeting features on Facebook and Instagram are incredible – you can really hone in your advertising dollars to reach the exact group of people that you want to see your content.

Tracking restaurant Social media conversions is a final and important step. How do you know if the Facebook ads, that your restaurant is paying for, are driving new customers?  Off Road works with restaurants to develop unique ways to track offline conversions driven through online channels.

Google Ads Management For Restaurants

Creating a restaurant advertising strategy & budget for your location can help you squeeze more out of your online advertising dollars while staying laser focused on conversions.  

Geo-Targeting Google ads for a restaurant is the best way to keep your budget focused on customers that are easily within a drive market of a few mines or 30 minutes. Expanding your campaign beyond your close drive market can be done with some demographic targeting in Google Ads, where you target age, gender, income level, parental status and other demographic features.  

Running Google Ads for your restaurant isn’t a game changer, but it should be part of your game plan.

Email Marketing For Restaurants

The best restaurant marketing plan will include email marketing as a way to connect with your existing brand loyalists.  

Segmenting your restaurant email list into groups where you can create specialized content just for them, will go a long way.

Do you have customers that typically come for happy hour? Did you recently hold a special event and now you have 50 customer’s email addresses that might be interested in an even next month?  Did someone celebrate a birthday, anniversary, or other event with you last year? Each of these examples offer a great opportunity to craft personalized messages and marketing that will thank them for their patronage, while also building loyalty and keeping them informed of future restaurant events.

Build lifelong customers with brand loyalty through a strong customer journey that includes email marketing.

Creating new opportunities for your restaurant to find and connect with potential customers.

Learn about how we can work together to grow your restaurant and achieve your vision.

OFF ROAD INSIGHTS

Reskilling Will Improve Employee Performance At Your Company

A rise in marketing automation and other digital solutions that create efficiencies for a business means that the skills of some employees are becoming obsolete.  In fact, a McKinsey survey found that Sixty-two percent of executives believe they will need to retrain or replace more than a quarter of their workforce between now and 2023…

Are Hashtags on Facebook Dead? Discover How Hashtags on Facebook Work

When you think of the use of hashtags on social media, giants like Instagram might come to mind. But what about Facebook? We outline our experience and shed light on whether or not hashtags work on Facebook to improve reach to your audience.

Steps To Improve Small Group Decision Making

Small groups that are highly cohesive can often make decisions that seem correct, but in reality they are not what is in the best interest of the group. We are going to explore the communication theory of groupthink. How Can Groupthink derail decision making process in an organization? This is a concept that describes a…