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KEYS TO A GOOD RESTAURANT DIGITAL IMAGE

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One of the most important areas to help you attract customers is your restaurant’s digital image, whose purpose is to enchant customers through online strategies and ensure your tables are continuously booked. It is a complex process that covers everything that identifies your restaurant and its reputation in the digital world.

In this article, we summarise the essential steps you need to take to ensure you have the best brand image, so you can stand out in these very competitive times. If you are opening a restaurant, making changes to attract more customers or simply want to improve your business image, this information is for you:

The basic ingredient is authenticity

Make your brand image one that transmits your restaurant’s true personality. Not only to differentiate yourself from the competition, but to deeply impact the customer, and become part of their lifestyle and daily life.

To do this, you need to take 3 steps:

  • Define your restaurant’s essence and describe it simply, for example:

“a place where you can feel at home, we use our grandmothers’ traditional recipes” or,

“a creative culinary space where you can discover new flavours and experience a different adventure each time you visit”

  • Define the restaurant’s language, for example:
    • Casual, easy-going, friendly
    • Fun, playful, cheeky
    • Sophisticated, sober, elegant
  • What tone and style best describes your business?

Using other restaurant digital images as a reference, you can make a list of characteristics that do not identify your restaurant, this can help clarify what you want to transmit and make your digital communication work easier.

Remember to develop a strong story, one that is coherent and makes sense. This requires consistency in all your brand’s elements: graphic designs, logo, images, videos, texts and interaction with users, influencers and digital media.

In the digital age, customers are no longer attracted through self-glorification. In fact, doing so is a mistake and its consequences are quickly noticed. Exaggerating your restaurants characteristics to get attention is no longer viable, today customers want to establish an emotional connection with the restaurant’s personality and values.

Avoid phrases such as “we are the best” or “only in our restaurant can you…”, and instead go for a simple and positive discourse such as “come and share…” or “we are proud to offer…”.

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√ An updated restaurant digital image

Any restaurant should currently cover three basic online visibility areas:

  • a complete profile on specialised platforms such as Dimmi and TripAdvisor
  • a presence in social networks
  • a responsive website that works smoothly on mobiles

Continuously interacting with users is also essential. If your restaurant’s potential customers are millennials for example, you should be very active on Instagram: post attractive stories and videos on Instagram TV. The good news is that restaurants and food guarantees loads of stories to tell!

What would happen if I stopped posting updated content regularly, even if I still had a digital presence? Customers would think you don’t have anything interesting to offer them in real life either. The consequence? Empty tables.

√ Get good ratings and reviews

Yes, users love high scores because they generate trust when choosing the restaurant. So, if your customers are satisfied with your service, make sure they tell everyone about it, because that will increase your restaurant’s brand image quality.

You can send your customers messages through Dimmi after they leave your restaurant, and ask them to rate their experience and leave a review on our platform. If you have good ratings and excellent reviews, your brand reputation will spread like wildfire.

√ Ensure you have good online customer service

Another important part of the restaurant digital image is to properly communicate with customers who use digital channels. This is especially important on social networks and specialised platforms because anyone can read comments left by users and the replies they have received from the restaurant.

It is also ideal that your Facebook profile reads “Normally responds in a few minutes”, as this shows that your response level to private messages is high. This also goes for any messages received by email: questions, queries, changes to the reservations, special requests, etc. Replying to both positive and negative opinions received on platforms such as Dimmi and Tripadvisor is also recommended as this shows that the restaurant is interested in its customers’ feedback.

In these times of information overload, continuous interaction and a plethora of tools, attracting customers is an art, so we encourage you to actively work on your restaurant’s brand image, the results will speak for themselves. Remember that if your speciality is offering excellent service, your digital branding should transmit that to your customers.

To learn more about managing your restaurant’s digital image, please click here to contact your local Dimmi account manager.

How to Stand out on TripAdvisor

Every month, TripAdvisor advises more than 415 million travelers in their choice of restaurant. This is a great opportunity to give international visibility to your restaurant. If you have a restaurant and you’re reading this article, you probably have a presence on TripAdvisor or at least want one.

What’s certain is that there are a few key steps to make your business stand out on the largest travel website in the world. Take note of the following ways to succeed on this platform, and put getting clients to the ultimate test.

First: request or register your profile

Have you checked whether your business has a page on TripAdvisor? Sometimes clients create pages for restaurants by uploading images or posting their reviews. The first step is to access the management center (https://www.tripadvisor.com.au/Owners), type in the restaurant’s name, and request the profile if one already exists, or register a new page if one does not.

To protect ownership, you’ll be asked for your credit card information, but this is only to verify your identity, as creating a profile is completely free.

trip advisor listing

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How to stand out on TripAdvisor – getting clients

Now you can get started!

Update your profile

From your computer, you can edit all of your restaurant’s visible information: name, contact information, location, photos, business hours, kitchen hours, prices, etc. by accessing the management center (https://www.tripadvisor.com.au/Owners).

What happens if the restaurant changes owner? You can also change the owner of the account, including deleting photos and reviews from previous management, in order to start getting clients from scratch. To do this, you’ll need to provide official proof of the change in ownership and complete some other steps. If this is your situation, you can access TripAdvisor’s Help Center.

Increase your popularity on your TripAdvisor’s ranking

The popularity ranking uses an algorithm that takes into account these variables:

Dates, quality, and quantity of comments the restaurant receives. The more recent positive comments, the better!

This means that correctly managing comments is very important!

Although replying to comments is not mandatory, and the quality of replies does not affect the algorithms, doing so creates a very positive impression for all users, which makes getting clients easier and thus increases the ranking.

Creating authenticity and confidence

TripAdvisor carefully reviews comments before they are published to ensure that they meet certain standards and to verify their truthfulness. If the system detects something suspicious, it automatically alerts a team of specialists, who determine whether or not the comment follows the standards and avoids fraud.

That means you can be sure that the reviews your business receives are authentic!

Watch the video: “An opinion travels through TripAdvisor”

TripAdvisor also has policies and procedures to help owners deal with potential “extortion” from users. Some users may threaten to write negative comments unless they receive some kind of benefit. Report these cases using the management center (https://www.tripadvisor.com.au/Owners) to receive help from TripAdvisor’s staff.

Want to delete a comment you’ve received? Although it’s unusual, there are some cases where this is necessary, whether it’s because the user has left a comment meant for a different restaurant, or because the comment was maliciously written by a competitor, etc. In any case, TripAdvisor’s team of editors will make an evaluation and subsequently delete the comment.

In fact, it is important to remember that the following behaviors are penalized by TripAdvisor:

  • For the owner to write positive comments about the restaurant or to ask family or friends to do so to increase its ranking.
  • For the restaurant to offer discounts, incentives, or special treatment in exchange for positive reviews.
  • Contracting third parties to publish false comments.

Of course, you can invite clients to publish comments on TripAdvisor, using the “Express Opinion” tool, for example, or on social media.  That’s what it’s all about! But no business may force participation, or it will be penalized. This is to guarantee that the reviews are truly useful to users and that the restaurants’ profiles have equal opportunity to compete.

There is one more tool that TripAdvisor automatically adds when a restaurant registers.

The online reservation button!

On TripAdvisor, Dimmi technology is used in the reservation system available to all restaurants with a presence on the website. It’s an amazing advantage, since it allows users to make reservations directly, without leaving the platform. Have you tried it yet? Click here to get yours.

Now, if you already have a profile on TripAdvisor, and you’re generating quality comments and benefiting from the reservations button and promotional tools, we invite you to the next level: Try TripAdvisor Premium, where you’ll have access to more features that will make getting clients easier for you business.

To learn more about managing your profile on TripAdvisor, please click here to contact your local Dimmi account manager.

How you can take advantage of the mobile evolution

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Jason Jurna-Ross (Facebook), Sam Christou (Google), Simon Ross (UberEats)

  • Ensure your website is optimised for mobile users – Of the people that use smartphones – 70% are using them at home so it’s important that they are able to access your website! Google will recognise a mobile optimised website and rank it higher on search results. Mobile use spikes on morning commutes, lunchtime and when you get hom -look to do paid search around those times of day.
  • Who are you targeting? – Make sure you are targeting the correct demographic e.g. people who like a particular cuisine, people in the area of the restaurant. Then go out and engage with them – video works really well.
  • Don’t think about likes and shares – Think about real business results and whether your social media account has had an impact on your business.
  • Mobile payments have become huge in 2017 – the tech industry is looking to replace credit cards with mobile phones and are hoping to gain a lot of data as to how people use their phones from this.
  • “We know where you’re heading, we know your preferences – do you want to order your favourite food on your way home?” – this may be the next big thing, says Simon from UberEats.
  • “Google My Business” – Claim your business to update your opening hours and contact details. This service is free on Google search and you can find out more here.
  • Test and learn all the apps – Start to understand how your customers are engaging with certain products and why they are engaging.
  • Be clear on what your goals are – Do you want more customers or do you want more delivery orders? Once you identify your objectives, you can use the right avenue to accomplish them e.g. buy paid ads, set up an Instagram page.
  • Use geotags in your website – This will ensure that when people are searching for restaurants in your area, that yours show up!
  • Tips and tricks to improve how your restaurant sits on Google
    • It’s not purely based on price
    • Quality score – what you need to focus your time and attention on
    • Having a good mobile optimised site definitely helps
    • The more specific you are, the higher the conversion rate will be. It’s all about talking to the right people

Useful Links:
Google My Business
Digital Garage (online marketing)
Mobile Design Principles

Thanks to Tonic PR for these notes.

Dimmi Rewards

The Dimmi Rewards program is designed to increase your exposure on Dimmi and bring you more of the right diners, more often.

 

How does Dimmi Rewards work?

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The Rewards Program allows participating restaurants to increase their exposure and drive more bookings through Dimmi. Diners who book and review 5 times through the Dimmi website or mobile app are incentivised to book an exclusive pool of restaurants through receiving a $20 food voucher.

 

Why join Dimmi Rewards?

1. MORE EXPOSURE

Benefit from Rewards Program marketing on our website, across social media and in our weekly newsletter to 500,000+ foodies.

2. MORE BOOKINGS

Increase your exposure on Dimmi and open your restaurant to bookings from over 385,000 Dimmi Rewards members.

3. BETTER DINERS

Rewards diners eat out a lot are are willing to spend more money on a good experience. We exclude diners who book flash specials so you only receive diners who are prepared to spend more money.

 

How much does it cost?

There’s no extra cost to you! We will automatically credit back the $20 in your next billing cycle.