This presentation shows us how to use review sites such as Yelp and TripAdvisor to best market a restaurant. An important use of new restaurant marketing tools, this should be in every restaurant owner's restaurant marketing plan.

1. Win Win
Marketing
How To Use Review Sites to
Grow Your Restaurant Business
Or
How your customers answer:
Where will I dine tonight?
Written by Teresa Pabst
+33 6 45 86 92 86
www.amyfoxwell.com

2. The following summarises insights gleaned from the
London Restaurant Show’s 2012 Consumer Trends panel
sponsored by OpenTable.
Panellists included: Paul Reich, Yelp; Polly Vincent, Trip
Advisor; John Paasonen, American Express; Simon
Huesser, OpenTable
For the full check out How to Use Review Sites to Grow
Your Restaurant Business Part 1 andHow to Use Review
Sites to Grow Your Restaurant Part 2.
www.amyfoxwell.com

3. 1. Understand how your customer makes decisions
Today’s 2. Consider the technology that is involved
Agenda 3. Discuss the importance of trust
4. What actions you can take now
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4.  Before the internet decision-making was fairly straight
forward with a reliance on editorial resources
 With the internet a post-purchase phase has developed
and now customers can help promote your restaurant
PRE-INTERNET CURRENT
Awareness
Awareness
Decisions, Consideration
(consumer advocates)
Decisions
Consideration
Purchase
(editorial)
Enjoyment
Purchase
Advocate
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5.  It all begins with the
experience a customer
has at your restaurant
Food & Service
Experience
 This current customer
then shares his
experience with others Experience Shared
by Actual
Customer
Back to  Based on this current
customer’s comments
Restaurant and how much he is
Experience
Communicated by
Marketing trusted, your potential
Potential
Customers
Basics customers may decide to
eat at your restaurant
New Customers
Decide if want to
Experience
 It all comes down to
good food, good service
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6. Trust builds customer loyalty for your restaurant.
This loyalty inspires advocates.
Trust, A Advocates positively promote your restaurant.
Critical
Success
Factor for Ultimately your restaurant sales increase.
your
Restaurant
In other words, your current customers are influencing
your potential customers…
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7. …and technology has not only amplified but also
accelerated their voice.
Communication Reach
Web-
Tech enabled
Social Phones
Evolution Networks • Trusted
for • Friends &
communities
for specific
Restaurants Computers
family
• Friends of
topics
Friends
• Email
exchange
• Internet search
Technological Evolution
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8. So how
can you
build trust in this
new world?
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9.  Your customers are now everywhere and have
information about your restaurant at their finger tips
 Make sure it’s easy for customers to get the
information when, where and how they want it
1. Take a
 Look at your restaurant’s website on every digital
Digital Look format you can think of:
at Yourself • A desktop & laptop
• An iPad
• An Anroid phone
• An iPhone….
 If you cannot see it - fix it
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10.  Activate your free restaurant account on the prominent
customer review sites
 To get you started try:
• TripAdvisor
2. Join • Yelp
Customer • Google Places
Review • SuperPages
Sites
 Be sure to include your restaurant overview and photos
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11.  Let your customers know that their opinions matter
and respond to every comment made about your
restaurant
 It’s best to send responses privately to build trust with
3. Respond your customers
to every
restaurant  Only respond openly if it:
customer • Corrects a mistruth about the restaurant
• Demonstrates you have proactively addressed a
greater customer concern
 These simple interactions will strengthen your
relationship and encourage customer loyalty to your
restaurant www.amyfoxwell.com

12.  Reveals conversations you didn’t even know were being
had about your restaurant
 It’s easy to do:
• Go to Google Alerts
4. Set up • Enter your customer name in the ‘search query’ box
Google • Select what you want to know, how often, etc.
Alerts • Provide an email address for results to be sent
 Be sure to promote the positive and address the
negative
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13. Remember…
 Good food and service are most important to your
customer
 Your potential restaurant customers listen to your
current customers
 The growth of social networks allows your customers’
opinions to be heard far and wide
 Web-enabled phones allow all customers to make real-
time decisions about where to eat
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14. To discuss a
completemarketing plan for
your restaurant, please
contact us at:
How to
Reach us amy@foxwellassociates.com
or on
+33 6 45 86 92 86
www.amyfoxwell.com
www.amyfoxwell.com