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FOOD SERVICE
INDUSTRY
DIGITAL MEDIA STRATEGY
INDUSTRY OVERVIEW
Largely unorganised sector, scope for brand building
QSR- Quick Service Restaurants have emerged as the ...
Market Break-Up
5%3%
44%
26%
22%
Fine Dining
Casual Dining
QSR
Cafes
Bars and Pubs
With the increase in
disposable incomes...
WHY SOCIAL MEDIA?
The popularity of
social media,
smartphones and
mobile apps have
made a major impact
on nearly every
ind...
SCOPE FOR SOCIAL MEDIA
Food Service
Conversations Online
2%3%3%
5%
10%
77%
Experience
Taste
Marketing
Value
Choice
Service...
CUSTOMER BEHAVIOUR ON
SOCIAL MEDIA
Seeking
Information
Sharing
Information
Tracking
Information
Broadcasting
Information
S...
WHY SHOULD YOU DO IT?
Why Do Consumers Follow Restaurants
on Social Media?
To get Promotional 

Deals
To learn about 

New...
COMPETITIVE
LANDSCAPE
MAJOR PLAYERS
OVERVIEW
Activity Patterns
Popularity and Reach
Impact on their Sphere
of Influence
Engagement level on
Social Media
Presen...
Social Media Quotient (SMQ)
‘Social Media Quotient’ measures a
brands’ performance on social
channels. It is calculated on...
Competitor
Channel Analysis
Facebook
Hard Rock

Cafe
Toit 

Brewpub
Arbor 

Brewing 

Company
Biere Club Windmills 

Craftworks
Monkey Bar
17.6
16.5
1...
Best Practices
Relative Performance
Website
Hard Rock 

Cafe
Toit 

Brewpub
Arbor 

Brewing 

Company
Biere Club Windmills 

Craftworks
M...
Best Practices
Toit has a great
animated website even
though it is not fully
integrated with all social media
channels. Wi...
Relative Performance
Blogs
Hard Rock 

Cafe
Toit 

Brewpub
Arbor 

Brewing 

Company
Biere Club Windmills

Craftworks
Monk...
Hard Rock Cafe and Toit have extremely engaging blogs that gives
relevant information to music lovers and patrons alike.
B...
SMQ
Hard Rock 

Cafe
Toit 

Brewpub
Arbor 

Brewing Company
Biere Club Windmills 

Craftworks
Monkey Bar
26.71
19.86
11.31...
Way Forward
Follow a Crawl, Walk, Run Approach
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technol...
Demonstrate Thought Leadership
Customer
Testimonials
Experiential
Dining
AmbienceFacilities
Social Media Implementation Plan
Intelligence Content Venue
Promotional
Platforms
KPIs
Your Brands

Your Competition

Indu...
SEO & SEM
Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researc...
Search Engine Marketing
Meet your customers when they
are actively looking for your
products on a search engine.
Advertisi...
About Ittisa
Who Are We?
• Founded in June of 2014, we are the first ever only girls Digital Media Agency.
• The name Ittisa in Sanskrit...
What Do We Do?
BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION

SEM
BIG DATA ANALYTICS

ORM

SOCIAL CRM
UI & UX
Design...
Happy Clients
Thank You!
Have a Pleasant Digital Journey
Connect With Us
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Digital Marketing Strategy for Food Service Industry

#FoodServiceIndustry - #DigitalMediaMarketing Strategy by Ittisa Digital Media Agency

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Digital Marketing Strategy for Food Service Industry

  1. 1. FOOD SERVICE INDUSTRY DIGITAL MEDIA STRATEGY
  2. 2. INDUSTRY OVERVIEW Largely unorganised sector, scope for brand building QSR- Quick Service Restaurants have emerged as the largest segment Global cuisines like Mexican, Italian, Thai and Japanese are gaining popularity Home delivery of food is a new trend Localisation of menu and experiential eating is the key for success
  3. 3. Market Break-Up 5%3% 44% 26% 22% Fine Dining Casual Dining QSR Cafes Bars and Pubs With the increase in disposable incomes and consumption patterns, Indians are increasingly eating out. The Indian Food Service Industry is expected to grow to around USD 68 Billion by the end of 2018.
  4. 4. WHY SOCIAL MEDIA? The popularity of social media, smartphones and mobile apps have made a major impact on nearly every industry in the last couple of years and the food service industry is no exception. 80% 88% of people will look up a restaurant online prior to visiting it for the first time. This can include checking for a website and reading reviews on social media channels. of people who look up a restaurant online will take action that same day and will use online reviews when making their decision about where to eat.
  5. 5. SCOPE FOR SOCIAL MEDIA Food Service Conversations Online 2%3%3% 5% 10% 77% Experience Taste Marketing Value Choice Service 77% of the audience chose experience whereas only 10% of them chose taste as topics dominating social conversations online! Brands can explore this arena in order to drive social conversations.
  6. 6. CUSTOMER BEHAVIOUR ON SOCIAL MEDIA Seeking Information Sharing Information Tracking Information Broadcasting Information Social Media
  7. 7. WHY SHOULD YOU DO IT? Why Do Consumers Follow Restaurants on Social Media? To get Promotional 
 Deals To learn about 
 New Items To know where Free 
 Food is being offered To learn about 
 New Locations To learn about 
 New Ads 25% 29% 37% 66% 67% People are far more selective when it comes to eating out. People are more inclined towards sharing their dining experience. Social Media now plays a bigger role in marketing. Decisions are more influenced by information found online.
  8. 8. COMPETITIVE LANDSCAPE
  9. 9. MAJOR PLAYERS
  10. 10. OVERVIEW Activity Patterns Popularity and Reach Impact on their Sphere of Influence Engagement level on Social Media Presence on Social Networks Sentiments associated with Conversations Publicly available information on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and online activities. The intent is to help a company better understand the performance of and reaction towards the brand on Digital Media and turn social media into strategic insights to help them develop operational intelligence and situational awareness. The brands’ online behaviour is mapped and classified based on:
  11. 11. Social Media Quotient (SMQ) ‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated on the analysis of ‘Presence & Performance’ of various social media assets; it takes into account- connections/ followers/ public posts, engagement level, influence, technology adoption etc. The following channels have been covered under SMQAnalysis
  12. 12. Competitor Channel Analysis
  13. 13. Facebook Hard Rock
 Cafe Toit 
 Brewpub Arbor 
 Brewing 
 Company Biere Club Windmills 
 Craftworks Monkey Bar 17.6 16.5 14 22.7 29.729.9 Twitter Hard Rock 
 Cafe Toit 
 Brewpub Arbor 
 Brewing 
 Company Biere Club Windmills 
 Craftworks Monkey Bar 18.8 12.1 10.8 0 13 30.8 Relative Performance Hard Rock Cafe tops the list with 134,ooo fans and 475 likes on their last 7 posts. Toit Brewpub follows with 33,000 fans and 442 likes on their last 7 posts. Hard Rock Cafe again tops the list with 20,900 followers and 14,000 tweets. It has no close competitor. Monkey Bar comes second with 380 followers and 1821 tweets.
  14. 14. Best Practices
  15. 15. Relative Performance Website Hard Rock 
 Cafe Toit 
 Brewpub Arbor 
 Brewing 
 Company Biere Club Windmills 
 Craftworks Monkey Bar 3030 20 30 10 30 A website is the most important online asset of all. It should reflect the brand personality and the core business of the company. Hard Rock Cafe, Arbor Brewing Company and Monkey Bar all have fully integrated websites. ABC has a good website but it is not dedicated to Bangalore.
  16. 16. Best Practices Toit has a great animated website even though it is not fully integrated with all social media channels. Windmills also has a greta website with all relevant information on the first page itself.
  17. 17. Relative Performance Blogs Hard Rock 
 Cafe Toit 
 Brewpub Arbor 
 Brewing 
 Company Biere Club Windmills
 Craftworks Monkey Bar 0000 4040 YouTube Hard Rock 
 Cafe Toit 
 Brewpub Arbor
 Brewing 
 Company Biere Club Windmills 
 Craftworks Monkey Bar 0 24.1 00 10.3 0 Blogs are the most interactive part of any website. Companies use blogs to establish Thought Leadership. Apart from HRC and Toit, none are engaging their audience through blogs. Companies are becoming more creative as they realise that videos are the most powerful way to connect with the audience. YouTube is the 2nd largest search engine in the world but the number of subscribers and upload views are still very less for most players.
  18. 18. Hard Rock Cafe and Toit have extremely engaging blogs that gives relevant information to music lovers and patrons alike. Best Practices
  19. 19. SMQ Hard Rock 
 Cafe Toit 
 Brewpub Arbor 
 Brewing Company Biere Club Windmills 
 Craftworks Monkey Bar 26.71 19.86 11.31 13.51 11.96 13 SMQ  is  affected  by  a  company’s  social  media  prac6ces,  engagement  level,  content,  popularity  and  reach   against  industry’s  benchmark.     Social  Media  plays  a  pivotal  role  in  ‘Real  Estate’  &  ‘Brand  Building’   Hard  Rock  Cafe  leads  the  way  with  26.71  and  is  followed  by  Toit  Brewpub  with  an  SMQ  of  19.86.  HRC   could  have  had  a  higher  score  with  more  engagement  ion  Facebook  and  a  YouTube  channel.  Toit  can   improve  its  score  integra6ng  its  website  and  being  more  ac6ve  on  TwiPer.  
  20. 20. Way Forward
  21. 21. Follow a Crawl, Walk, Run Approach CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology Online Listening & Monitoring Establish Online Credibility and Trust through a stepped approach •  Content optimization •  Organized content hubs •  Creatives’ revamp •  Snackable content •  More engagement •  Track & Monitor real time conversations •  External seeding •  Go mobile: Style in your pocket – An App •  Dedicated website : Responsiveness & playability are must haves Month 1-2 Month 3 Month 4 Month 5-6 •  Blogs •  Presentation •  Inforgraphics •  Digital PR •  Community outreach •  Identify promotional avenues We will Follow The Crawl, Walk, Run Methodology for Social Media
  22. 22. Demonstrate Thought Leadership Customer Testimonials Experiential Dining AmbienceFacilities
  23. 23. Social Media Implementation Plan Intelligence Content Venue Promotional Platforms KPIs Your Brands
 Your Competition
 Industry Trends Listen for Listen in Twitter, Facebook, Blogs, News, Forums, Suggestion Sites Market Research, Public Relations, Customer Service, Branding Digital Marketing, Public Relations Digital Marketing : Community Building which can be leveraged for several functions Social Enterprise Metrics : CEO – CFO – CMO ‘s Office Size of the community Level of Engagement Number of App downloads Number of queries resolved Content Curated
  24. 24. SEO & SEM
  25. 25. Keyword Research On Page SEO Off Page SEO Create Blog PostsCreate Presentations Create Videos Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines Search Engine Optimisation
  26. 26. Search Engine Marketing Meet your customers when they are actively looking for your products on a search engine. Advertising via the search engine is cost effective. Statistics can be gathered from web logs to determine the efficacy of an ad campaign.
  27. 27. About Ittisa
  28. 28. Who Are We? • Founded in June of 2014, we are the first ever only girls Digital Media Agency. • The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team.. • At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right sprinkle of creativity! • We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference. • Our objective is simple - To make our clients create a mark in the Digital space with crisp strategy, excellent designs & great content. • Super glad to announce that we have recently partnered with LeanIn.org and look forward to changing the trajectory of women workers and create a better world for everyone.
  29. 29. What Do We Do?
  30. 30. BRAND BUILDING & SOCIAL MEDIA MARKETING SEARCH ENGINE OPTIMISATION
 SEM BIG DATA ANALYTICS
 ORM
 SOCIAL CRM UI & UX Design & Development of Website and Mobile Apps What We Can Do For YOU!
  31. 31. Happy Clients
  32. 32. Thank You! Have a Pleasant Digital Journey Connect With Us

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