Here are the results from a recent survey of 2,437 diners conducted by The Coyle Hospitality Group.
Consumers Judge the Quality of a Restaurant Based its Website
Sixty-seven percent of those polled indicated that the quality of a restaurant's personal website is indeed an indicator of the level of service they can expect to receive when dining there.
TaDa Tip 1: Make sure your website looks professional. If you don't make a good impression online, you may not get the chance to actually make thir acquaintance.
Menu and Photos are a "must have" for a Restaurant's Website
Two-thirds of those surveyed categorized having a menu on a restaurant's website as a "must have" and "very important." A restaurant having its own web site was also deemed crucial with 86% putting it at or above 'Very Important'. Photos of the dining room were also cited by the majority as at least 'Very Important'.
The data suggests potential diners are seeking to do what actual diners do: They begin by reviewing the menu and looking around the dining room.
Diners, when researching a restaurant online, are seeking hard facts about your menus and pricing. It appears that presenting even a basic website with menus and some photos is a big help. For many diners this is the easiest way to get directions, check hours, and yes, even dial your phone number.
TaDa Tip 2: Your logo shouldn't be the only graphic on your website. Make sure that your website includes at least one photo of the exterior and the interior of your restaurant. Give people a preview of what its like to walk thru your door.
Let Your Customers Speak For You
When those surveyed were asked what influenced them most to dine at a particular restaurant, word of mouth still reigned supreme. It was followed by user reviews, then professional reviews, and finally newspapers. This tells us that diners begin researching based on other diners’ experiences. Whether they are friends, acquaintances or simply others who have dined at the restaurant in question, people are looking for real-life experience to base their dining decisions on - either in person or on the web.
TaDa Tip 3: Include reviews by your customers on the "About Us" page of your website. Potential customers would rather know what other real people have to say about your restaurant then read the chef's bio.
Showing posts with label Website. Show all posts
Showing posts with label Website. Show all posts
Thursday, April 9, 2009
Friday, March 27, 2009
A Website with Online Ordering = Real $$$
When you start taking online orders from your website, in a few short days you will find yourself saying "Why did I wait so long?" When your customers order from your website you'll soon realize that: your staff makes less mistakes, your customers spend more money, and your customers have a better experience.
Statistics show that customers who order online spend anywhere from 8%-12% higher than those who order by phone. It makes total sense. On the phone a customer is under a time constraint and can often feel rushed by an order taker. Online they can take their time, see your whole menu and often add more items to their order. I run across restaurateurs who tell me that they can't afford the cost of processing an online order. If the average order is 8% higher and the cost is 3% to process, you are up 5% ... and this is just the obvious benefit... think of the (added) hidden value:
1. When customer-A was issuing that bigger order, your employee was not taking that order but making one for customer-B.
2. No Mistakes! The order comes out in black and white. No mistakes in quantity, items, delivery address AND if you choose to process credit cards online, it is often already paid!
3. And what about that customer who hung-up and decided to order from your competition because your phone lines were busy! No such thing in online ordering.
4. Also, think of that night owl who wants to order for his team's party tomorrow, but there is no one in your restaurant to take an advance order!
5. And how many can - in all honesty - say that they do not order the same thing over and over again. Online platform allows the customer to quickly reorder from old orders...
Bottom line: I think that restaurant operators who look at the 3% cost completely miss the boat! I'd venture to say that their argument to save 3% is awfully short sighted. Your restaurant makes more money when your customers order online. After a few weeks of taking online orders, successful operators realize the best way for a customer to place an order is online and they start to look for tools to make this happen.
There are many ways to get your customers to order online. Here are some simple must dos!
1. On your menu you must print in LARGE letters, ORDER ONLINE at yourrestaurant.com
2. Train your staff to let customers know that they can order online (T-Shirts with your restaurant's website address on them, maybe?)
3. Create in house displays that tell your customers that they can order online
4. If you have a phone recording, tell them on the message. Especially on the closed message. This way they can place an order even when the restaurant in closed.
5. Create a reason for them to order online. Many online ordering systems lets you create a loyalty program and a first time discount.
More sophisticated techniques include:
1. In print or radio campaigns include an online coupon code that gives customers a discount when they order online.
2. Create a google adwords campaign to enhance the traffic to your website. The more visitors to your website, the more online orders you will get. This is also a great way to get new customers. 3. Develop a marketing campaign with the email's you acquire with each online order(If the ordering platform you use doesn't give you complete ownership of your customer emails you have the wrong ordering platform). Keep yourself in forefront of your customer's mind with subtle, yet systematic email campaigns to your database of online customers. Remember, you are just a click away when the customer thinks of ordering online!
If you continue to have a quality product and excellent customer service your online channel will grow naturally. It is the way of the world. By implementing some of the techniques from above you can increase your online traffic exponentially. Given the choice of ordering online or via phone, most customers find ordering online easier.
Plus, this is another tool that helps independent restaurant owners level the playing field in their battle against large chains and franchises (most of whom are already profitting from this technology).
Statistics show that customers who order online spend anywhere from 8%-12% higher than those who order by phone. It makes total sense. On the phone a customer is under a time constraint and can often feel rushed by an order taker. Online they can take their time, see your whole menu and often add more items to their order. I run across restaurateurs who tell me that they can't afford the cost of processing an online order. If the average order is 8% higher and the cost is 3% to process, you are up 5% ... and this is just the obvious benefit... think of the (added) hidden value:
1. When customer-A was issuing that bigger order, your employee was not taking that order but making one for customer-B.
2. No Mistakes! The order comes out in black and white. No mistakes in quantity, items, delivery address AND if you choose to process credit cards online, it is often already paid!
3. And what about that customer who hung-up and decided to order from your competition because your phone lines were busy! No such thing in online ordering.
4. Also, think of that night owl who wants to order for his team's party tomorrow, but there is no one in your restaurant to take an advance order!
5. And how many can - in all honesty - say that they do not order the same thing over and over again. Online platform allows the customer to quickly reorder from old orders...
Bottom line: I think that restaurant operators who look at the 3% cost completely miss the boat! I'd venture to say that their argument to save 3% is awfully short sighted. Your restaurant makes more money when your customers order online. After a few weeks of taking online orders, successful operators realize the best way for a customer to place an order is online and they start to look for tools to make this happen.
There are many ways to get your customers to order online. Here are some simple must dos!
1. On your menu you must print in LARGE letters, ORDER ONLINE at yourrestaurant.com
2. Train your staff to let customers know that they can order online (T-Shirts with your restaurant's website address on them, maybe?)
3. Create in house displays that tell your customers that they can order online
4. If you have a phone recording, tell them on the message. Especially on the closed message. This way they can place an order even when the restaurant in closed.
5. Create a reason for them to order online. Many online ordering systems lets you create a loyalty program and a first time discount.
More sophisticated techniques include:
1. In print or radio campaigns include an online coupon code that gives customers a discount when they order online.
2. Create a google adwords campaign to enhance the traffic to your website. The more visitors to your website, the more online orders you will get. This is also a great way to get new customers. 3. Develop a marketing campaign with the email's you acquire with each online order(If the ordering platform you use doesn't give you complete ownership of your customer emails you have the wrong ordering platform). Keep yourself in forefront of your customer's mind with subtle, yet systematic email campaigns to your database of online customers. Remember, you are just a click away when the customer thinks of ordering online!
If you continue to have a quality product and excellent customer service your online channel will grow naturally. It is the way of the world. By implementing some of the techniques from above you can increase your online traffic exponentially. Given the choice of ordering online or via phone, most customers find ordering online easier.
Plus, this is another tool that helps independent restaurant owners level the playing field in their battle against large chains and franchises (most of whom are already profitting from this technology).
Monday, March 16, 2009
Simple Steps to Make Your Website A Better Marketing Tool
Here are some tips from Rohit Bhargava, who designed the website www.dc-restaurants.com more then 10 years ago and which still happens to be ranked number one on Google for “dc restaurants” despite the fact that it hasn’t ever been updated.
1. Give them the details first. Most people are visiting your site to see the location, get your phone number, or see your opening hours. Are these on your homepage? Can you get to them from every page? Put those front and center, and customers will be more likely to call or visit.
2. Get listed in local online restaurant directories. There are lots of them in every metropolitan area, and usually it is pretty easy to get listed. They need restaurants in their database. It just takes an afternoon searching Google as if you were a customer, finding the sites that you're not listed on, and submitting your site.
3. Show what your best customers say about you. Chances are, you have your regulars. What do they love about your restaurant? Work to find people who say you're good, and then publicize their opinions on your site. Oh, and don't forget to get your mileage out of any positive reviews from critics online too.
4. Pay for professional photography. Your cousin might have a great new digital SLR, but you can tell the difference between professional and amateur images. A good photographer can make something average look mouth watering, and something good look divine. It's the best investment you'll ever make.
5. Help your customers pass it on. Put the URL on your menus. Include a Send this link to a friend. Let customers send an e-vite to others in their party with details on a reservation. Try anything to get people to tell more people online. A single voice can amplify many times further in the online environment.
6. Make it printable. Everyone wants to print menus, directions, phone numbers, etc. You can't print from a flash presentation. Sometimes PDFs are a turnoff because they are too much work. Just make it easy for customers to print pages, and you'll reduce the chances that they get to your site and leave.
7. Understand your stats. Chances are, you know what's working and what isn't in your business. How else can you improve? Your stats can tell you where people are finding your site, what they are searching for when they get there, and what they are never seeing. Analyze the information to find out what people want, and change your site to give it to them.
To read his original blog post, go to http://rohitbhargava.typepad.com/weblog/2006/02/making_a_succes.html
1. Give them the details first. Most people are visiting your site to see the location, get your phone number, or see your opening hours. Are these on your homepage? Can you get to them from every page? Put those front and center, and customers will be more likely to call or visit.
2. Get listed in local online restaurant directories. There are lots of them in every metropolitan area, and usually it is pretty easy to get listed. They need restaurants in their database. It just takes an afternoon searching Google as if you were a customer, finding the sites that you're not listed on, and submitting your site.
3. Show what your best customers say about you. Chances are, you have your regulars. What do they love about your restaurant? Work to find people who say you're good, and then publicize their opinions on your site. Oh, and don't forget to get your mileage out of any positive reviews from critics online too.
4. Pay for professional photography. Your cousin might have a great new digital SLR, but you can tell the difference between professional and amateur images. A good photographer can make something average look mouth watering, and something good look divine. It's the best investment you'll ever make.
5. Help your customers pass it on. Put the URL on your menus. Include a Send this link to a friend. Let customers send an e-vite to others in their party with details on a reservation. Try anything to get people to tell more people online. A single voice can amplify many times further in the online environment.
6. Make it printable. Everyone wants to print menus, directions, phone numbers, etc. You can't print from a flash presentation. Sometimes PDFs are a turnoff because they are too much work. Just make it easy for customers to print pages, and you'll reduce the chances that they get to your site and leave.
7. Understand your stats. Chances are, you know what's working and what isn't in your business. How else can you improve? Your stats can tell you where people are finding your site, what they are searching for when they get there, and what they are never seeing. Analyze the information to find out what people want, and change your site to give it to them.
To read his original blog post, go to http://rohitbhargava.typepad.com/weblog/2006/02/making_a_succes.html
Sunday, March 8, 2009
How a Website Helps Your Restaurant Compete to The Best of Its Ability
People are looking for your website. Do you have one? If you do, what does it say about your restaurant? Can people find you in the search engines for the terms you think you should be listed under? If they can find you, are you giving them what they’re looking for when they visit your website? These are all questions that you need to address when you consider the online presence you want for your restaurant.
We live in an information based society. With the explosion of the internet, people can get information about anything, anytime. People no longer hope they can find what they are looking for online, they expect to be able to find what they are looking for online. With that being said, it is amazing how many restaurants still don’t have there own website, or at least one that people can find. There is already information about your restaurant available online, whether you have provided it through your own website or not. Without a website you are leaving the responsibility of informing your customers to someone else.
If your customers can’t find your website, or you don’t have one, people researching their restaurant choices on the internet will simply search out another restaurant. There are more choices in the restaurant business than nearly any other industry. In a competitive market like that, you certainly can’t afford to disappoint customers that are actively searching out your restaurant by not making your presence available to them. Not only are you turning away interested customers, but without a website, new customers have no way of discovering you online. In a society that is moving towards using the internet as the number one research tool, that is a dangerous road to travel.
If you are one of the skeptics about the effectiveness of a website, don’t fall victim to the line of thinking that people aren’t searching for your website. For example, one restaurant we have built a relationship with has a website that we track visitors to. As I write this there have been 762 unique visitors and 2487 individual page loads on their site in the past 30 days. That’s an average of about 25 unique visitors and 83 page loads per day. Of those visitors, the majority of them were referred to the site by searching for the name of the restaurant in a search engine. Others came from search terms like “Best restaurant in (the city name)” or “Wolf Blass Platinum Label”, a wine that happens to be in their wine list. The point is that people are looking for information specifically about your restaurant whether you have a website or not. You owe it to yourself to provide those interested people with the information they are looking for.
The best part about the internet is that you can provide your customers with more information about your restaurant than they would ever need, and it costs you less per month to host a website than placing a single radio ad. For as little as $20 a month, you can host a website that you can easily make changes to yourself. A domain name will run you about $8 per year. You’d be hard pressed to find any other medium that allows you to access as many people as the internet does at a cost that low.
We live in an information based society. With the explosion of the internet, people can get information about anything, anytime. People no longer hope they can find what they are looking for online, they expect to be able to find what they are looking for online. With that being said, it is amazing how many restaurants still don’t have there own website, or at least one that people can find. There is already information about your restaurant available online, whether you have provided it through your own website or not. Without a website you are leaving the responsibility of informing your customers to someone else.
If your customers can’t find your website, or you don’t have one, people researching their restaurant choices on the internet will simply search out another restaurant. There are more choices in the restaurant business than nearly any other industry. In a competitive market like that, you certainly can’t afford to disappoint customers that are actively searching out your restaurant by not making your presence available to them. Not only are you turning away interested customers, but without a website, new customers have no way of discovering you online. In a society that is moving towards using the internet as the number one research tool, that is a dangerous road to travel.
If you are one of the skeptics about the effectiveness of a website, don’t fall victim to the line of thinking that people aren’t searching for your website. For example, one restaurant we have built a relationship with has a website that we track visitors to. As I write this there have been 762 unique visitors and 2487 individual page loads on their site in the past 30 days. That’s an average of about 25 unique visitors and 83 page loads per day. Of those visitors, the majority of them were referred to the site by searching for the name of the restaurant in a search engine. Others came from search terms like “Best restaurant in (the city name)” or “Wolf Blass Platinum Label”, a wine that happens to be in their wine list. The point is that people are looking for information specifically about your restaurant whether you have a website or not. You owe it to yourself to provide those interested people with the information they are looking for.
The best part about the internet is that you can provide your customers with more information about your restaurant than they would ever need, and it costs you less per month to host a website than placing a single radio ad. For as little as $20 a month, you can host a website that you can easily make changes to yourself. A domain name will run you about $8 per year. You’d be hard pressed to find any other medium that allows you to access as many people as the internet does at a cost that low.
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