Posted By: Oscar

How Restaurant Owners Can Own Their Digital Marketing Space

The restaurant industry has undergone significant transformation in the digital age. Booking platforms like OpenTable, Sevenrooms The Fork have made it easier for customers to discover, reserve, and engage with restaurants. However, the convenience of these third-party platforms comes at a high cost—often in the form of hefty per-cover fees, commission rates, and loss of control over customer relationships. For restaurant owners, the key to success lies in reclaiming control over their digital marketing strategy, reducing dependence on third-party platforms, and creating a direct, customer-centric ecosystem.

Trust me when I tell you with certainty that there is no restaurant owner who does not wince under the weight of the fees paid out to booking platforms.

 

Here’s how to do it:

 

Optimize and Own Your Website

 

Your restaurant’s website is the digital storefront for your business. To effectively reduce dependence on booking platforms, your website must be more than just an online menu. It should provide an all-encompassing experience for potential diners, including:

 

Online Reservations:

 

Integrate an easy-to-use online booking system directly on your website. By doing this, you create a direct pipeline between your restaurant and your customers, cutting out the middleman. At Social Menu we provide a built in booking system into your website

 

Mobile Optimization:

 

Ensure that your website is mobile-friendly, as a majority of users will access it through their smartphones. A seamless mobile experience increases the likelihood of reservations and on-the-go bookings.

 

SEO and Local Search Optimization:

 

Optimize your website for local SEO so that potential customers can easily find you when searching for restaurants in their area. This includes using relevant keywords, updating your Google Business profile, and collecting customer reviews on your website.  Now when it comes to collecting customer reviews, not many restaurants are enthusiastic about this task but this task is precisely the most valuable task of them all because customer reviews are the Gold Standard.  There is nothing greater than an objective review from fellow customers.

Utilize Social Media for Direct Engagement:

 

Social media platforms offer a direct line of communication between your restaurant and your customers. When managed effectively, they can significantly reduce your need for third-party booking platforms:

 

TikTok, Instagram and Facebook:

 

These platforms allow you to showcase your food, atmosphere, and brand. You can drive traffic directly to your reservation system by linking your website or booking form in your bio or posts. Additionally, using Instagram’s and Facebook’s reservation buttons (through integrations with systems like Resy or Tock) lets users book without ever leaving the social media platform, saving you fees.

 

Leverage Paid Advertising:

 

Both Facebook and Instagram offer highly targeted ad solutions that allow you to reach specific demographics in your area. Instead of paying fees for each booking on OpenTable, you can run cost-effective ad campaigns promoting special events, menu items, or reservation slots, sending traffic directly to your own booking system.

 

Community Engagement:

 

Use social media to engage with your local community. Respond to comments, repost user-generated content, and create contests or offers that incentivize followers to book directly through your website.

 

Develop an Email Marketing Strategy

 

Email marketing offers one of the highest returns on investment (ROI) of any digital marketing channel, and it’s a tool many restaurants underutilize. With the right strategy, it can help you build loyalty and increase direct reservations:

 

Build a Subscriber List:

 

Use your website, social media, and in-restaurant touchpoints (such as Wi-Fi login pages or contests) to encourage customers to join your email list. Offer exclusive discounts or early access to special events to incentivize sign-ups.

Regular Updates and Offers:

 

Send regular emails promoting events, seasonal menus, and special offers. These can be scheduled around slower days of the week or special occasions, encouraging recipients to book directly through your reservation system.

 

Loyalty Programs:

 

Consider offering loyalty rewards or early access to special experiences for customers who book directly through your site. This not only incentivizes direct booking but also helps create a dedicated customer base.

 

Invest in Online Reputation Management:

 

The reviews and ratings your restaurant receive online can significantly impact customer booking behaviour. Managing this effectively across multiple platforms helps increase your visibility and drive direct traffic:

 

Encourage Reviews on Google:

 

Encourage satisfied customers to leave reviews on Google, Yelp, and other review platforms. Positive reviews can bolster your SEO efforts and increase organic traffic to your website.

 

Respond to Reviews:

 

Whether positive or negative, responding to reviews shows that you care about customer feedback. By being proactive, you not only improve your reputation but also enhance customer loyalty, leading to more direct reservations.

 

Promote Testimonials on Your Website:

 

Showcase positive customer testimonials directly on your website. Authentic user feedback can help build trust and encourage potential customers to make reservations directly with you rather than using a third-party platform.

 

Create a Google My Business (GMB) Strategy

 

Google My Business (GMB) is an essential tool for driving local traffic to your restaurant and allowing customers to easily find and engage with your business.

 

Optimize Your GMB Profile:

 

Keep your profile updated with current hours, location, menu, and high-quality photos of your food and space. This ensures that your restaurant stands out when potential customers search for places to eat nearby.

 

Enable Direct Reservations:

 

Google allows restaurants to add direct booking links on their GMB profiles. By connecting this to your reservation system, customers can book directly from a Google search without the need for third-party platforms.

 

Collect Reviews and Respond:

 

Reviews on Google significantly impact your visibility. Encourage happy customers to leave reviews and respond to all feedback promptly.

 

Utilize Influencer Marketing and Partnerships

 

While large booking platforms have extensive reach, you can build local awareness through partnerships and influencer marketing at a fraction of the cost.

 

Micro-Influencers:

 

Partner with local food bloggers, Instagram influencers, or YouTubers who have engaged local followings. Invite them for a meal or collaborate on special promotions in exchange for exposure. These influencers often drive more genuine engagement and bring in direct reservations.

 

Collaborate with Local Businesses:

 

Partner with local event spaces, hotels, or other small businesses to cross-promote each other’s services. For instance, nearby event spaces can recommend your restaurant for post-event dinners, and you can do the same for their venue bookings.

 

Host Exclusive Events and Experiences

 

To further incentivize direct engagement, host unique events that customers can only book through your own channels.

Exclusive Dining Experiences:

 

Offer exclusive tasting menus, chef's tables, or wine-pairing dinners that are only available to customers who book directly on your website or by phone.

 

Ticketed Events:

 

Consider hosting ticketed events like cooking classes, wine tastings, or holiday-themed dinners. You can sell tickets directly through your site, creating another revenue stream while boosting engagement with your direct reservation system.

 

Conclusion:

 

Take Control of Your Restaurant’s Digital Future

 

While booking platforms like OpenTable offer convenience, they can also drain your restaurant’s profits and limit your ability to connect with your customers. By building a robust digital marketing strategy that focuses on direct engagement—through your website, social media, email marketing, and local partnerships—you can take control of your customer relationships, reduce your dependence on third-party platforms, and ultimately boost your restaurant’s profitability.

 

Owning your digital marketing space doesn’t just save money—it also creates a stronger, more direct relationship with your customers, fostering loyalty and sustainable growth.  Which is Why:  YOU SHOULD SPEAK TO SOCIAL MENU @ oscar@socialmenu.uk