Vol 85 No 2 | Mid-Year 2010
Inside this issue:
FOOD FOR THOUGHT: Bobby Flay, the consummate celebrity chef, brings his new Bar American to Mohegan Sun even as he continues to expand his new burger concept (p6)
FOODTRAK: Union Oyster House, proving that what's old is new, is at the forefront of ‘going green’ with a number of energy-saving programs (p4)
OTHER STORY: Forecast for summer travel brightens in Northeast (cover)
Guest Column: Feeding your Online Appetite
Larry Patrick is the co-owner of A+ Net Solutions, which specializes in web design and search engine marketing. With its headquarters based in San Antonio, Texas, and over 150 clients in the area, A+ Net Solutions expanded its business to service New York in 2010. One of A+ Net Solutions’ most significant advantages is its relationship with WSI, a global leader in providing Internet Marketing Solutions to small and medium-sized businesses in more than 87 countries. As certified WSI Internet Consultants, the company offers clients the best in business Internet Solutions, drawing from the extensive resources of the global WSI network.
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Both affordable and effective, an online presence can build business’ credibility and increase traffic to its website. It’s important for chefs and restaurateurs to set themselves apart from countless competitors and broadcast their delicious food and services through the Internet. With more than two hundred million people around the country using the web and social networking becoming more popular than ever, Internet marketing has become integral to a businesses’ success. So next time you experience a slow day, hop online and take advantage of the following marketing tips that will surely boost your brand.
Creating a corporate presence
It’s important to create a social media policy that illustrates and explains how your company’s brand should be represented by its employees and affiliates. This will allow multiple employees to manage various social media efforts at once. Also, if you are a franchisor with multiple franchisees, it will allow for everyone to have a similar voice and message. You want all outlets to have the same look and feel as your corporate website and marketing materials. With platforms that allow you to customize your page, like Twitter and YouTube, create a template that can be used systemwide.
Simplify your site
Although it’s essential to include an aesthetically pleasing design with appetizing photos of food and services, keep it simple. Your website is a reflection of your business. If it’s messy, then your client will assume your business is unorganized and outdated. Consumers will make a decision in seven seconds as to whether to stay on a site or not. With no more than one click of the mouse, your potential customer should be able to venture off your homepage and find exactly what they’re looking for. And this should include a link to all social media accounts.
Customers come first
Track customer satisfaction through the use of social media. Portals such as Yelp, Citysearch and Twitter are priceless resources that can help monitor customer feedback. If comments are positive, you can send a thank you response and coupon for a free meal or beverage during their next visit. If the comments are unpleasant, however, take action. In April 2009, Yelp began allowing business owners the opportunity to publicly comment on reviews about their businesses and provide additional context around specific reviews. Replying shows they care about their reputation and are willing to go the extra mile to ensure their customers are happy. And since this is done publicly, people searching the site see the vested interest of these business owners and may give the business a chance at a later date.
Daily dialogue
A blog is a great way to establish yourself as an industry expert and engage your customers with industry news and recipe trends, as well as special promotions, services and events at your restaurant. Remember to link the blog to your website and other portals, such as Facebook, Twitter and YouTube. Also, include pictures and embedded videos to keep content creative. Make your chef a local celebrity and videotape him cooking. Most importantly, update the blog on a daily basis! And for those of you new to the world of blogging, Wordpress is both user and search-friendly.
Consider search results
Many times, especially with restaurant websites, design elements focus too much on graphics. Keep in mind that search engines need to be able to effectively find your page. Include information in your website title that will get you indexed in Google and put you on the top of local searches. For instance, if you are an organic breakfast restaurant chain, make sure to have key words such as "organic" and "restaurant" prominent in your title - something you can hire an outside source to do. Before hiring someone to create or revamp your site, however, be sure to understand your target market and what they want. Use words they can understand and include information on your site that they would want to know.
Savory savings
Make it easy for your customers to save money. With social media growing at an exponential rate, there’s never been a better way. Twitter, for example, has reached about 20 million users in the U.S. alone. You can offer exclusive coupons and specials via Twitter and Facebook. You can also interact with customers and allow them to make and cancel reservations on Facebook, although this must be closely monitored at all times. Additionally, broadcast discounts such as happy hour or holiday specials through these portals.
Overall, if you make a social media mistake admit it. Be upfront and quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post - just make it clear that you have done so. If conversing about products or services, use your real name, identify that you are representing your company and be clear about your role. If you decide to hire outside help for your Internet marketing efforts, it’s important to find a company that has the industry knowledge and marketing background to properly represent your brand and effectively build a following. Once you’ve found the right fit, listen closely to that outside source. Make sure they know the end result you seek, but be adaptable and roll with their recommendations.
Go to www.aplus-wsi.com for more information.
RECIPE: Hot Potato Chips with Blue Cheese Sauce
For full recipe, please see the current issue's "Food for Thought" section. Download issue now!
PRODUCTS ON PARADE
Aquias makes premium water
Increase profits while being sustainable and eco-friendly, says Everpure, which introduces AquiasTM, a countertop turnkey package that lets operators manufacture their own bottled water on premise. Sell the water for less than imported bottled products and decrease your inventory carrying costs. Everpure analyzes your water and provides proper treatment to ensure your artisan water is of the highest quality.
For more information, www.jasonbeverageconcepts.com.
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