Word-of-mouth marketing is a game-changing strategy in the highly competitive restaurant industry, where numerous dining options compete for customer attention. According to a Nielsen study, 92% of customers trust recommendations from friends and family more than any form of advertising. This highlights the incredible power of authentic, firsthand endorsements. For restaurants, a single positive dining experience shared by a satisfied customer can lead to a surge of new patrons eager to try what you offer. With its ability to build trust, increase foot traffic, and foster loyalty, word-of-mouth marketing is not just an option— it’s an essential ingredient in your recipe for success.
Technically, word-of-mouth is the oldest and most effective form of restaurant marketing. However, the fastest and most effective marketing technique is one in which one investment (one customer) can yield more revenue outputs (more customers).
Reviews by friends and family and online reviews influence our food choices and destinations; hence, a significant focus should also be given to boosting Word-of-Mouth Marketing for restaurants. Word-of-mouth marketing is one of the most effective marketing practices in the restaurant industry.
The traditional four Ps of marketing do not work for word-of-mouth marketing for restaurants; getting people to talk about your restaurant is more challenging. However, innovative restaurants know how to make people talk about their restaurant and leverage this as a potential restaurant marketing strategy! Here are some factors influencing positive word-of-mouth behavior in the restaurant industry and how you can use it.
Employing Word of Mouth in Your Restaurant Marketing Plan
Word-of-mouth marketing in the restaurant industry revolves around the 3 E’s of marketing- Engage, Equip and Encourage, and Empower. Let us dig further into the 3 E’s of word-of-mouth restaurant marketing, where we will also discuss how to put word-of-mouth into action-
1. Engage Your Customers
Customer engagement is among the smartest keys to customer retention and the best restaurant marketing method. To keep customers engaged, you must start talking to them and listen to what they say.
Making customers feel valued and assuring them that their opinions matter is an excellent tool.
a) Personal Touch– Lending a personal touch by paying attention to the service goes a long way in improving the guest experience of the customer. Remembering the regulars’ names and their usual orders has been known to work wonders. People prefer going to their favorite watering holes where the Bartender knows them.
b) Regular Updates—Maintaining consistency is essential to Customer Engagement. You need to be regular in your updates. It is a good idea to send weekly or monthly newsletters to your customers. Make sure your language is casual to create a personal touch. Also, send SMS updates to inform your customers about your restaurant’s latest deals and offers.
c) Social Media—Social media platforms have made customer engagement easier. In addition to your brand’s official Facebook, Twitter, Instagram, and LinkedIn pages, online review sites provide vast engagement opportunities for food lovers. Ensure you can be reached on all relevant social media platforms and respond to all your customers. Pay special attention to negative remarks and negative reviews, handle criticism smartly, and offer compensation where required.
2. Equip and Encourage Your Customers
Equip your restaurant with reasons that customers will only accept discussing. Once you have substantial reasons, you can easily encourage people to talk. Let’s look at several ways to promote (read: push) people to discuss your restaurant.
a) Have a USP—Create a lasting impression. People tend to spread the word about things they like and dislike. If something a person does about your restaurant entices them and makes them like it, they will surely share their reviews with their family and friends.
Hence, having excellent services only goes so far, so invest in creative ideas like a theme-based restaurant, a specially designed menu, creating a mesmerizing ambiance, having great decor/interiors, or curating fusion food items that generate customer interest. This will not only attract new customers but will also help you retain your existing customers.
b) Feedbacks– Feedbacks undeniably have an impeccable impact on dining options. Negative feedback, if any, should be dealt with promptly. You can use the Restroworks Feedback App, which allows you to ask for customer feedback based on the items they ordered, the guest service, the dining room ambiance, etc. It also allows you to set real-time alerts for poor reviews so that you can take instant damage control actions. It has been seen that if customers are asked about their experience at the restaurant itself, even a dissatisfied customer is less likely to rant about it on social media or review sites.
c) Social Media—Millennials’ love of social media has made it one of the most significant contributors to restaurant marketing. Having active and updated social media pages for your restaurant can significantly influence people. Sharing updates on various promotional activities, offers, and events on Facebook, Twitter, Instagram, or even Email can completely revolutionize your restaurant business by increasing your restaurant marketing and customer engagement.
3. Empower Your Customers
Empowering is a step ahead of encouraging customers to talk about your brand. To conjure up your brand’s best word-of-mouth marketing, you must provide avenues so customers can become your brand advocates. You can check out how you can encourage your customers to talk about your restaurant positively-
a) Social Media Campaigns– From polls to vote for the best restaurants and polls to select the best meal of a particular restaurant to motivate people to engage with and share your content/offers, empowering customers to build real-time opportunities for customers to advocate your brand.
b) Referral Programs—Referral programs have been proven to work wonders to get word of mouth going and are a proven restaurant marketing strategy. You can create exciting campaigns and ask customers to sign up and refer their friends. Online marketing or other social media marketing activities that entice customers to share your content or offer in return for an offer provide a tremendous win-win situation for both customers and restaurants.
c) Promotions and Events– Promoting your restaurant through marketing offers on food and organizing events can benefit your business. Such activities and promotions limit your audience to the ones you target and leave you with a pool of opportunities as people will spread the word or accompany them with people in their contact.
Case Studies
Chipotle’s “Back to the Start” Campaign: A Bold Move to Rebuild Trust
In 2015, Chipotle launched the “Back to the Start” campaign to rebuild trust after food safety concerns shook its reputation. Instead of flashy promotions, the campaign focused on honest storytelling, highlighting Chipotle’s commitment to fresh, responsibly sourced ingredients and partnerships with local farmers. Through animated short films and a transparent approach, Chipotle connected with customers on an emotional level, showing its dedication to quality and sustainability.
The campaign was a game-changer, helping Chipotle regain trust and boost sales. Customers appreciated the brand’s authenticity and were willing to pay for food aligned with their values. It restored Chipotle’s image and set a new standard for transparency and ethical practices in the fast-food industry.
The Magic of Coca-Cola’s “Share a Coke” Campaign
Coca-Cola’s “Share a Coke” campaign is a shining example of how a simple idea can reignite global interest in a legacy brand. Launched in 2011 in Australia, the campaign swapped out the iconic Coca-Cola logo with popular first names, encouraging customers to “Share a Coke” with someone special. At the campaign’s core was a deep understanding of the human desire for recognition and connection. By adding names to its bottles, Coca-Cola transformed a mass-produced product into something unique and personal.
This personalization fostered an emotional bond between consumers and the brand. Coca-Cola wasn’t just selling soda; it created moments of connection and celebration. The campaign seamlessly tied into social media, where consumers eagerly shared photos of their personalized bottles, spreading its message like wildfire.
Conclusion
Ultimately, for word-of-mouth marketing to thrive, your product or service must speak for itself. This means creating an exceptional dining experience that resonates with your guests in the restaurant industry. Focus on every detail of customer experience, from the quality of your dishes to the warmth of your service, as each element contributes to the story customers will share. By continually aiming to exceed expectations, you can motivate your customers to become enthusiastic advocates for your restaurant, helping to spread the word and drive your restaurant’s success.
Word-of-mouth marketing (WOMM) is when customers promote a brand or product through personal recommendations. For example, people can share their favorite café on Instagram or praise a skincare product with friends.
The four Ps are Engage, Equip or Encourage, and Empower. They focus on creating remarkable products, engaging people, using the right platforms, and ensuring smooth sharing processes.
In fashion, word-of-mouth occurs when customers recommend clothing, accessories, or brands due to style, quality, or exclusivity. Influencers or social media often amplify this recommendation.
It’s the process where consumers share opinions positive reviews, and experiences about products or services, significantly impacting purchase decisions due to perceived authenticity.
The 4Ps in a restaurant context are Product (menu items), Price (pricing strategy), Place (location/ambiance), and Promotion (advertising and events).
For food marketing, the 4Ps include Product (food quality), Price (affordability), Place (distribution and marketing channels), and Promotion (branding and campaigns).
The 4Ps of digital marketing are Product (e.g., a new iPhone), Price (competitive pricing), Place (selling online and in stores), and Promotion (social media ads or influencer marketing).
McDonald’s 4Ps are Product (burgers, fries), Price (value meals), Place (global locations), and Promotion (ads, celebrity endorsements).
Yes, it’s highly effective as it builds trust and credibility, often leading to long-term customer loyalty.
Deliver exceptional products, create memorable experiences, engage on social media, encourage reviews, reward, and incentivize referrals.
