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National Restaurant Association - Ways to increase location-based actions for your restaurant

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Ways to increase location-based actions for your restaurant

Once you’ve developed a location-based action strategy, you use technology and social media to help promote your tactics and target new customers to your restaurant.

Here are a few tips to encourage location-based actions and drive customer traffic:

  1.  Socialize your signage. Most successful social brands make the most of user generated content. By bringing this type of content from the Web to in-store, you’re not only allowing guests to be part of the brand, you’re also closing the gap between a social relationship and an in-person one. Something that would be advantageous for brands in the future is for digital signage/digital menu boards to include Instagram and Vine content from guests. Brands are starting to implement social call of actions - usually something simple like “Follow Us!” - onto digital signage by raising awareness to their social channels. It’s something anyone using digital signage can quickly do.
  1. Encourage staff to highlight your social channels. Staff can encourage social interaction and sharing with your guests. If potential customers see a lot of activity for your restaurant online, it can help influence potential guests to choose your restaurant over a less engaged brand, and keep your establishment top-of-mind.
  1. In-store technology. Dining expectations have increased beyond food quality - the bar is set high for the overall experience. Short-term iPad rentals in the restaurant for kids can make wait times more enjoyable. iPads can also house digital menus so waiting guests are able to decide what they’re going to order ahead of time, speeding up the overall process.
  1. Invest in gamification. If your restaurant has the budget for it, gamification can be a great investment. It encourages guests to engage with your brand through game playing. This provides an opportunity to expand your brand presence and build customer loyalty. Buffalo Wild Wings “Fight for Fandom” game is great example of restaurant gamification. After downloading the free BWW mobile app, guests can check-in at any location, choose their top three picks for wings, beer and sports, while competing with other guests to determine which wings reign supreme. Patrons can “fan up” choices to determine leaderboard rankings.

By driving guests through social channels, your restaurant will benefit from both online and in-store traffic, increased LBAs, and give customers the opportunity to engage with your brand. Most importantly, it allows you to target customers before they even walk through your doors.

This article was provided by DigitalCoCo, for more information on how to measure your social influence visit the Restaurant Social Media Index.


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