The restaurant business in India has come to a halt. The nationwide lockdown in the wake of the coronavirus pandemic has sounded the death knell for quite a few restaurants and pushed many others to the brink. There has been virtually no business for almost four months now, and delivery orders are insignificant. We take a look at what restaurants can do to spend money wisely, frugally, and effectively to reach their target audience and increase sales

1. Restaurant
Marketing in the
‘New Normal’
Efficient Advertising with Limited
Marketing Budget
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2. The restaurant business in India has come to a halt
The nationwide lockdown in the wake of the coronavirus pandemic
has sounded the death knell for quite a few restaurants and pushed
many others to the brink
There has been virtually no business for almost four months now,
and delivery orders are insignificant
The
COVID-19
Aftermath
40% restaurants may not recover from the impact of
COVID-19 lockdown
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3. Read through to see how you can spend your marketing
budget efficiently to get the most bang for your buck
The
COVID-19
Aftermath
3
While revenues have been close to zero for many restaurants, there
is no avoiding fixed costs like rentals, electricity, and salaries
Operating cost will rise further because of social distancing,
hygiene, and sanitation-related costs
With the industry already operating on razor-thin margins, it is
important now more than ever to spend every rupee wisely
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4. Discussion Outline 1. Traditional mistakes in Digital
Advertising
2. Customer acquisition vs
Customer Retention
3. Your Gold Mine
4. Performance based Advertising
5. Get your Free Brand Appraisal
Report
4
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5. More than your vanity metrics like Reach, Likes and
Comments, ultimately what matters is your Restaurant
Sales
Traditional
mistakes
in Digital
Advertising
5
Many restaurant owners and operators boost their Facebook and
Instagram posts and target a broad audience
This is like advertising on a Hoarding visible to everyone who might
have little or no interest in your business
If you’ve tried using Facebook ads and feel like you’ve been badly
burnt, a lack of strong targeting is likely the cause of this
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6. 7xRestaurants spend seven times
the amount to attract new
customers than to retain existing
customers
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In simpler terms, restaurants are wasting a lot of money
to reach the WRONG people
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7. What if I tell you that
you already have
a gold mine that you
don’t know about?
7
Read on to learn how you can save money on
your advertising budget and attract more
customers by using your gold mine and taking a
smart, targeted approach
What if you can use this
gold mine to Get More
Customers AND Spend
Less Money doing so?
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8. Segmentation
& Targeting
Location
You can target countries, cities,
or even as specific as a radius
around your restaurant
Demographic
Age, Gender, Occupation,
Relationship Status, etc
Interests
Interest-based targeting helps
you focus on only those people
who closely resemble your
customers
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Duration
Choose how long you want to
run your ads, what time of the
day you want to show the ads
Enagement
Define what you want
Facebook to optimize the
campaign for - clicks, views,
impressions, likes, shares,
conversions
Budget
Set your Daily or Monthly
budget so as to not overspend
on ads that are not showing
results and tell Facebook to
spend the allotted budget
toward reaching your goals
When setting up a digital campaign and creating an ad, you can
choose from a wide range of options when it comes to deciding
who you want to see the ad
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9. The
Customer
Journey
9
Customer journey always follows a
process from awareness about the
restaurant, to the action the consumer
takes to visit or order online
The convert a Cold lead to become a
Warm lead to finally become a Hot
Customer is painstaking, time
consuming and, the worst of all,
expensive
Cold
Warm
HotBut what if there is a way to not go
through this journey and directly target
your Hot customers?
-Who already know your brand
-Who just need a push to buy from you
again
Leads
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10. Remember the Gold Mine I
was talking about earlier?
10
It’s Your
Customer Database
Maybe you are thinking
Pfft I already know that! I use my
database to do SMS and Email
campaigns!
But give me a second. Do you use
your database to do Facebook and
Instagram Advertising?
Let me show you how
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11. Setting Up
Your
Gold Mine Facebook lets you upload your current email lists, text marketing
lists, and online ordering lists to Facebook Ads Manager
Facebook then uses this data to match the information with
current Facebook users
This allows you to target your campaigns with razor-sharp focus
and avoid spillovers to uninterested audience
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PRO TIP #1
Email and SMS campaigns are bad performers in terms of ROI.
You can use your database to do WhatsApp Marketing instead.
The ability to include creatives, images, videos etc. means you can
show the uniqueness of your brand
Your current customers are your most interested audience
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12. Using Your
Gold Mine:
The Process
12
1. Use your Customer Database to
create Custom Audiences
Stop wasting money on Interest-
based targeting
2. Target Custom Audiences to
increase brand loyalty
Lowest cost ads that you can run on
Facebook & Instagram
3. Target Lookalike audiences
Facebook helps you reach other
people who are similar to your
existing customers and efficiently use
your data get more value out of your
marketing budget
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13. Using Your
Gold Mine:
The Process
13
1. Use your Customer Database to
create Custom Audiences
Stop wasting money on Interest-
based targeting
You can even create a Custom
Audience based on people who have
engaged with your Facebook Page,
Instagram Profile or any of your posts
or videos!
In your Facebook Ad Manager,
Go to
➢ Audience
➢ Custom Audience
➢ Customer List
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14. Using Your
Gold Mine:
The Process
14
2. Target Custom Audiences to
increase brand loyalty
Lowest cost ads that you can run on
Facebook & Instagram
In your Facebook Ad Manager,
During Ad Campaign Creation
➢ Create New Audience
➢ Use Custom Audience
➢ Select your “Customer List”
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15. Using Your
Gold Mine:
The Process
15
3. Target Lookalike audiences
Facebook helps you reach other
people who are similar to your
existing customers and efficiently use
your data get more value out of your
marketing budget
In your Facebook Ad Manager,
During Ad Campaign Creation
➢ Create New Audience
➢ Use Lookalike Audience
➢ Select the accuracy of the
Lookalike Audience
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16. PRO TIP #2
If you have a website, you can
also target customers
who have visited your website
but have NEVER shared their
contact details with you
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This can be done with a tool
called Facebook Pixel
And it is completely FREE
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17. Take Authority of your Ads,
Increase your Conversion Rates,
and
Decrease your Cost per Acquisition
17
Because only you know the
value of your money
Churn your Gold Mine to
make you Gold
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18. PRO TIP #3
Click here to get a
Free Brand Appraisal Report
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What you’ll get in the report:
▪ Brand Awareness (How many people are
searching for you?)
▪ Seasonality of your customers
▪ Your Top Influencers
▪ Competition Mapping
▪ Keyword Ideas
▪ And more..
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19. Restaurants are going
through tough times
If you know someone who
owns a restaurant, help them
with this guide
Let us all strive through this
together and emerge
stronger and more efficient
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Click on the Icon to Share Via

20. Digital Marketing Support
▪ Create Buyer Personas to understand and target your top spenders
▪ Create compelling and impactful ads to increase your sales
▪ Share reports about your customers including geography,
demographics, lifestyle, and purchase behavior
▪ Create visually appealing emails for your customers
Brand Strengthening
▪ Create empathetic content to improve brand trust on your Social Media
▪ Target your customers and your Lookalike audiences through
WhatsApp Marketing
Consumer Trust
▪ Reach your customers through credible sources of information
▪ Influencer campaigns with high engagement
▪ Feature in offline and online publications
How We Can
Help
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21. We have
worked with
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T H E B U R G E R P E D D L E R

22. Reach Us At
Priyanka Gandhi
+919082909662
priyanka@thesocialbowl.co.in
22
Mehvish A Q
+918169218937
@thesocialbowlofficial TheSocialBowlOfficial
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