10 Ingredients for Restaurant Websites That Sell

  • 501 views
Uploaded on

Top 10 ingredients managers, franchisees and restaurateurs need for a successful, cost-effective and high-performance website for your restaurant or food service/hospitality organization.

Top 10 ingredients managers, franchisees and restaurateurs need for a successful, cost-effective and high-performance website for your restaurant or food service/hospitality organization.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
501
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
21
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Restaurant Websites That Sell www.adaptorelse.com l rchambers@adaptorelse.com l 817.522.0512 prepared by: Ryan Chambers, Principal 10 INGREDIENTS for
  • 2. 10 Ingredients For Restaurant Websites That Sell l 2 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering According to The National Restaurant Associa- tion’s January 2012 Restaurant Industry Forecast, U.S. restaurant industry sales will reach a record $632 billion this year – a 3.5% increase over 2011. On the flip side, restaurateurs cited rising food costs, the sluggish economy, combined with building and maintaining sales volume, as the top challenges they expect to face this year. With a promising outlook challenged by an uncontrollably rising cost of doing business, it’s crucial for restaurateurs to maximize their return on every marketing dollar whenever possible. At quick service restaurants, four out of ten diners said they would use in-store self-service order- ing kiosks, or use smart phone apps to look at menus, order delivery, or place online orders for pick up. In addition to apps, kiosks and other technologies that are available, an overlooked and surefire place to begin evaluating your marketing effectiveness is your restaurant’s website. Too many restaurants lose opportunities to easily grow sales, because (a) their website does not reflect the true personality of the brand and (b) these sites aren’t designed and developed with the objective of SELLING the restaurant to the visitor. Effective restaurant websites go beyond just displaying your latest specials and slapping a ‘Like’ button on your homepage. The average restaurant website usually fails to entice, attract, FOR RESTAURANT WEBSITES THAT SELL and compel visitors to take any action that could potentially increase revenue for the restaurant. Whether it’s time to update your restaurant’s site or start fresh with a brand-spankin’ new one, the process doesn’t have to be complicated or stress- ful. However, it needs to be thoughtful, purpose- ful, and creative. Any chef knows it only takes a few “secret” ingredients and a fresh approach to jazz up ordinary food and turn it into a “wow” dish that keeps customers coming back for more! The same holds true for your restaurant’s website. The following 10 “ingredients” can turn your website into a powerful brand-building, sales and market- ing tool that adds dollars to your bottom line! 10 INGREDIENTS
  • 3. 10 Ingredients For Restaurant Websites That Sell l 3 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering or the delicate Belgian chocolate shavings art- fully placed on top of your mocha crème brulee. Don’t forget to include food photos in ALL sales and marketing channels: Facebook, Pin- terest, promotional collateral, coupons, bro- chures, signage, ads, tradeshow booths, etc. The investment you make in profes- sional, appealing food photography will be well worth the money spent. How many times have you flipped through menus filled with grainy, unappetizing food photos? The photos didn’t do much for you, right? The response is even WORSE when visi- tors see unsavory, “I-took-it-with-my-phone’s- camera” food images on your restaurant’s site. Your customers are visual and BUSY people. As soon as they land on your home page, appealing photos of your food and drinks should be front and center, and scattered throughout your web- site. If the photography looks unappetizing and bland, your customers will expect your menu to be the same. Not only will they pass on your website, but they may not walk through your door either. That’s not worth losing a potential customer or large group in less than three minutes – simply be- cause your product wasn’t represented well online. Even if you are pressed for time, don’t skimp on putting your cuisine’s best “face” forward! Food photography is VERY different from other photography. As opposed to making a person look good, you are highlighting key characteris- tics that make the dish delicious. “The consider- able effort a chef puts into presentation should be visually conveyed to the customer. Expert lighting, composition, focal point, and depth of field will showcase those efforts,” advises food photographer, Jeremy Enlow. Show off the fresh-pink color of your signature salmon dish, MOUTH-WATERING FOOD PHOTOS The considerable effort a chef puts into presentation should be visually conveyed to the customer.  Expert lighting, composition, focal point, and depth of field will showcase those efforts,” advises food photographer, Jeremy Enlow. INGREDIENT #1
  • 4. 10 Ingredients For Restaurant Websites That Sell l 4 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering Foodies are an especially discerning bunch and they know what they like and don’t like. If your website’s navigation is not user-friendly, you will quickly lose visitors to your site. Create a simple navigation so it’s “easy on the eyes”. Your goal is to make it easy for visitors to say “yes” to your restaurant, so they eventually walk through your doors, place an order online, request catering, etc. AND become return customers. Always remember the “Three Click Rule”. Stud- ies have shown that most users will not click more than three links to get to the informa- tion they want. So every page on your website should be accessible within three clicks- tops! 2 USER-FRIENDLY SITE NAVIGATION INGREDIENT #2 Ideally, you should organize and structure your site’s content BEFORE you design your site.
  • 5. 10 Ingredients For Restaurant Websites That Sell l 5 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering Mobile access to the web will eclipse internet ac- cess using PC’s by 2013 and by 2014, 3 billion of the world’s adults will be making mobile financial transactions, according to research giant, Gartner. The future of mobile visibility and market- ing is here for the restaurant industry. Mo- bile is one of the hottest and fastest ways to instantly connect with your customers. How many times have you had or overheard questions that get solved with this state- ment, “Wait, let me look that up on my phone!” Everywhere you turn, your custom- ers are attached to their mobile devices. Now more than ever, it’s important for your web- site to be easily read and understood from mobile devices and tablets. If you have a website, that’s great. But if you don’t have a mobile version of your site, you are losing out on a HUGE marketing opportunity! Websites built to be viewed on desk- tops typically provide a poor user-experience on mobile devices. Your mobile website allows you to focus on highlighting the important areas of your site that consumers care about, instead of every page and the content of your regular website. SEASONED FOR MOBILE INGREDIENT #3 According to a recent survey from Compuware, 40% of users have turned to a competitor’s site after a unsatisfactory mobile experience.
  • 6. 10 Ingredients For Restaurant Websites That Sell l 6 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering When designing your restaurant’s web- site, the aesthetics and flow are crucial. Think about the ambience of your restaurant for a second: how do you want your custom- ers to “feel” the moment they walk through your door? The same thought should be ap- plied to your website design strategy. What does your website design and layout say about the experience a customer should ex- pect once they step inside your restaurant? Design, layout, fonts, and color schemes should create the “desired brand experience” as soon as visitors land on the first page. For example, color has a psychological impact on people’s behaviors and emotions. Rich-earth tones evoke a casual, friendly, and relaxed feeling. Warm, cheery colors create a vibrant, upbeat atmosphere. And bold, flashy colors relay trendy and hot – i.e. a swanky hip bar that may appeal to the urban jetsetter. These design features can also apply to your food menu (see Ingredient #1). When it comes to making a dining decision, people are more particular nowadays about how they spend their money, so that first impres- sion is more important than ever before. APPEALING DESIGN & LAYOUT INGREDIENT #4 93% of communication is non-verbal and we process visuals 60,000 times faster than text.3
  • 7. 10 Ingredients For Restaurant Websites That Sell l 7 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering The words you include on your website should target and focus on what you do best. Food trends may be hot one week, and next week they may be stale! So keep up with food lingo and din- ing trends that relate to your culinary concept. And don’t just say your restaurant has the “best food” in town. – use specific words to describe how and why your food is authen- tic, tasty, and loved by customers. Here’s a quick, basic exercise to illustrate. A. “At Luigi’s, we use only the finest olive oil…” Or B. “At Luigi’s, we import our quality, cold-pressed, extra-virgin olive oil from Palermo, Sicily…” Which of these basic descriptions do you think would appeal to a pasta-loving consumer? To steal a line from our copywriter, Therese, “Statement A lacks “flavor”, but state- ment B has sauce and sizzle to it!” FOOD WORDS THAT SELL INGREDIENT #5 “We’re not dealing with a consumer who is uneducated,” says Geoff Wilson of FsStrategy. “We’re dealing today with consumers who understand food. They watch The Food Network, they travel. It’s not all of them, but even if you don’t have a huge income, you’re a little more knowledgeable about differ- ent kinds of foods…”4
  • 8. 10 Ingredients For Restaurant Websites That Sell l 8 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering As restaurateurs, it’s important to take advan- tage of local search marketing. By 2015, 30% of all searches will be local, compared with 12% in 2009.5 Mobile search is also set to generate 27.8 billion more queries than desktop search by 2016.6 Local search can help your restaurant marketing in the following ways: • By creating local profiles in directories and search engines (i.e. Google+, Yellow Pages®, Bing®, Yelp®, MerchantCircle®, TripAdvisor etc.), you increase your chances of being easily found by local consumers and travelers. • Increases the visibility of positive customer reviews and feedback (download our How to Avoid Negative Online Reviews white paper). • Videos and photosw included in local pro- files make your restaurant look more inter- esting and appealing to new customers. When you observe both the rise in local search on mobile devices with the topics being que- ried, it is crucial that your restaurant’s web- site is properly optimized to be viewed and found easily on mobile devices. If you don’t, you will miss out on customers who are try- ing to make their next dining decision NOW! OPTIMIZE FOR LOCAL SEARCH INGREDIENT #6 In a Pew Research Study, the top 5 of 16 local topic-searches online include restaurants, local businesses, schools, housing, and local jobs. 41% of the lo- cal searches for restaurants/bars/clubs were done by 18-34 year olds.7
  • 9. 10 Ingredients For Restaurant Websites That Sell l 9 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering Isn’t it funny how the most important concepts are usually the simplest? Despite their “sim- plicity”, they often get overlooked. The big- gest frustration for a website visitor is digging through your website for basic information. Make sure you include the following in VISIBLE, easy-to-find locations on your website pages. • Phone number • Location/address • Hours of operation • Directions & maps • Menu • Order Now KEEP THE SIMPLE STUFF SIMPLE INGREDIENT #7
  • 10. 10 Ingredients For Restaurant Websites That Sell l 10 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering A content management system (CMS) allows you to easily stay up-to-date on your site’s main- tenance, and helps you keep your content ac- curate and fresh. A website’s CMS provides: • Control over your website’s content, even if you’re not the one updating it • Fresh & accurate content on-the-fly – with new specials, events, menus, etc. • Decreased customer issues because your site has correct information • The ability to easily improve search engine rankings • Consistency across the entire website • Drastic reduction in website maintenance costs EFFICIENT CONTENT MANAGEMENT SYSTEM INGREDIENT #8 It also allows you, your marketer, man- ager, and/or website administrator to easily access and control your content.
  • 11. 10 Ingredients For Restaurant Websites That Sell l 11 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering 1. For starters, it should include an opt-in form so customers can easily join your restaurant’s email marketing list. Keep the form simple (name, email address, birthday, zip code). This helps grow your email lists and keeps customers up-to-date on your specials and promotions, etc. 2. Promote your catering and special events’ services on your website. 3. Don’t forget about your bar! By promoting your bar, wine/beer lists, cocktail specials on your website, you could potentially increase your wine/beer and liquor profits. A 2011 survey by the National Restaurant Association found that beverage sales accounted for an average 21 percent of the full service restaurant’s sales.8 4. Include social media plug-ins (i.e. Facebook and Twitter “share” buttons) on your restaurant’s website. These plug-ins make it easier for site visitors to connect with your brand online and share your website pages with their friends and followers. 5. Show your dining menu and keep it up-to-date. MAKE IT SALES & MARKETING FRIENDLY INGREDIENT #9 Your restaurant’s website should help your marketing and sales team sell more effectively. If it doesn’t, then why bother to have a site?
  • 12. 10 Ingredients For Restaurant Websites That Sell l 12 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering Ok, so you have great food photography, a mobile- ready website, and your site’s design and layout is on point. BUT have you monetized the visitor experience by enabling them to order directly on your website? In a National Restaurant Association study, convenient ordering options are popular among consumers, with four out of 10 adults saying they would be likely to order online through a website or via a smart phone application.9 “With the proper online ordering system, guests order, pay ahead, and avoid waiting at the res- taurant. There are no phone discrepancies, and employee time is not wasted taking orders. Giv- ing your customers this added convenience will result in increased efficiency, productivity, and customer loyalty”, Jason points out further. Online ordering is not just for fast casual brands. In a 2012 survey conducted by Adapt of over 4100 diners loyal to full service restaurants in the Dallas/ Fort Worth area, we asked if they would use online ordering for their favorite full service restaurant. 92% diners responded that they were in favor of this convenience. Surprisingly, many of the same respondents would also use online ordering to fulfill small catering needs – i.e. for their office. Your restaurant’s website goes beyond just post- ing information about your latest specials and MAKE ONLINE/MOBILE ORDERING AVAILABLE INGREDIENT #10 deals. Your website plays a dynamic role in your marketing and sales strategy. If you have put it off or haven’t thought it necessary to create a restau- rant website that sells, think about the potential customers you aren’t reaching…and thousands of dollars you leave on the table each month. “It’s imperative that restaurant owners adapt and afford their customers the ease and convenience of the latest technological trends, such as online ordering”, implores Jason Iseman, Director of Marketing at online ordering company ChowNow.
  • 13. ABOUT ADAPT Adapt Marketing & Design is an award-winning, boutique restaurant marketing agency that delivers results to restaurant and food-service brands. Our team focuses on helping restaurants stay engaged, accessible, and relevant, while injecting personality into restaurant brands. Adapt’s number one goal is to facilitate the success of restaurateurs. Let us know how we can help your restaurant brand succeed. ABOUT CHOW NOW ChowNow is a strategic restaurant technology partner of Adapt Marketing & Design. ChowNow’s innovative use of the latest online ordering technology increases sales from the Facebook, smartphone, and online crowd that you’ve been missing. Through ChowNow’s proprietary soft- ware, your customers can order directly from your restaurant’s branded iPhone and iPad apps, Facebook page, or website. In just a few quick steps, orders are placed, filled, and charged. And they’re just as easy to manage on your end. Whether it’s time to update your restaurant’s site or start fresh with a brand-spankin’ new one, the process doesn’t have to be complicated or stressful. However it needs to be thoughtful, purposeful, and creative. Are you are ready turn your website into an attractive marketing & sales machine…or is this your first site? Contact Adapt today to learn more about our restaurant-focused web design & development services. 817-522-0512 info@adaptorelse.com www.adaptorelse.com Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering
  • 14. 10 Ingredients For Restaurant Websites That Sell l 14 Restaurant Websites || Social Media || Innovative Restaurant Wi-Fi || Flexible Online Ordering 1 http://supermarketnews.com/latest-news/restaurant-industry-forecasts-growth-2012 2 http://www.business2community.com/online-marketing/5-tips-to-designing-effective-website-naviga- tion-bars-0123592) 3 http://www.billiondollargraphics.com/infographics.html 4 http://www.bakersjournal.com/content/view/3723/62/ 5 http://www.marketingprofs.com/articles/2012/7098/five-must-dosto-get-the-most-out-of-local- search#ixzz1tAFGBbtM 6 http://www.mobilemarketer.com/cms/news/research/12628.html 7 http://www.marketingprofs.com/charts/2011/6090/pew-americans-rely-on-multiple-media-for-local- info#ixzz1tAHHEu7S 8 http://www.rkma.com/2011restaurantSAMPLE.pdf 9 National Restaurant Association’s 2012 Restaurant Industry Forecast - www.restaurant.org/forecast SOURCES