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Customers are connecting and interacting with restaurants across multiple platforms. Restaurants are finding new ways to meet consumers on the channels they’re already using, providing a more seamless and user-friendly dining experience. Here are five tips for building an omnichannel restaurant strategy to more effectively reach and engage with customers.
1. Set up online ordering
Ensuring your restaurant has a solid online presence is essential. Setting up online ordering can help customers discover you online or in ordering apps, and allows you to accept orders from wherever customers want to place one — whether that’s on Google, social platforms, or through a QR code.
Restaurateurs are introducing offerings that go beyond their core business — like pre-made meals, cocktail kits, or merchandise to diversify revenue and grow their brand. Besides illustrating menu items with photos and showcasing best sellers, your online ordering platform is an effective place to market and sell your retail items to customers.
Tip: Seamlessly manage orders with the Square Kitchen Display System, no matter whether your orders come from online, your POS, or delivery apps.
2. Connect with customers on social platforms
Consumers are searching, discovering, and purchasing items across social platforms in growing numbers and social platforms offer restaurants even more in the way of marketing. As inherently visual platforms, social media helps showcase a restaurant’s interior space, its food photos, and even retail items. Consumers often check out a restaurant’s social media profile before deciding to eat there, so building up a social presence can help attract new customers and boost sales.
It’s important to note that your restaurant’s social strategy doesn’t have to be separate from your other online ordering processes. With tools like Square Online Ordering, you can sync orders from social media with your online ordering site to easily manage orders from one place.
3. Stand out in Google Search
If you want to be visible where customers are looking, appearing in Google Search is the place to do it. According to Google, 89% of dining research is done by mobile before visiting a restaurant, and food- and restaurant-related searches like “restaurants” and “food near me” are some of the most common search queries.
Through your Google Business Profile, customers can discover your restaurant using Google Search or Google Maps and then place an order through Order with Google. Square Online Ordering sites have Order with Google built in, so customers can find your business in search and place an order with your restaurant. Even though orders are placed through Order with Google, you can track and manage all orders and customer information through your online ordering site.
4. Leverage automated marketing and loyalty
Customers want to stay in touch with restaurants they frequent even when not dining. However, restaurants are short on time and staff, and most restaurant owners noted that increased automation was needed to free up back-of-house operations.
Tools like automated email and text message marketing can help restaurants stay connected with customers and reach new ones without significantly adding to operations. Automated marketing messages can help inform customers about new menu items, offer them personalised coupons or promotions, or let them know about a new location or product to keep your business top of mind.
Once you reach customers with your marketing efforts, entice them to return with a loyalty program that tracks sales and rewards them for spending with you.
Tip: Leverage Square Integrations to make delivery, reservations, and marketing simple.
5. Expand revenue streams and payment options
As restaurants grow their revenue streams, it’s just as important to expand sales platforms and ways for customers to pay. Market your products, services, and events across social media or email marketing and allow customers to easily navigate to your online store to make a purchase. Once they’re ready to buy, offer them multiple ways to pay to increase the chances of conversion. With Square Online Ordering, you can easily accept Square Pay, Apple Pay and Google Pay for a faster and more flexible checkout experience.
This article is for educational purposes and does not constitute legal, financial, or tax advice. For specific advice applicable to your business, please contact a professional.
