Article
Branding local? Try these 3 strategies
Your restaurant may have a delicious menu, unique concept and four-star customer service, but in the current restaurant landscape, the only way to achieve success is by making yourself stand out to the locals.
June 24, 2016
By: Catriona Harris, Co-Founder and Partner at Uproar PR
Your restaurant may have a delicious menu, unique concept and four-star customer service. It may even be a well-known chain, but in the current restaurant landscape, the only way to achieve success is by making yourself stand out to the locals. Today's customers identify with their local roots and are drawn to restaurants that have taken the time to become invested in the community. Simple actions like supporting local charities and buying local produce go a long way in creating loyal customers.
Restaurant owners can use these three tips to brand local in order to attract customers and build loyalty within the community:
1. Lay out the welcome mat
The only way to win the loyalty of your community is to get to know them. Bring people together in your restaurant by hosting networking events, like a cocktail connector party or young professional's mixer. Don't know where to start? Invite one company to host 30 of their own employees in your private dining room. Offer free appetizers and encourage your sales people to mingle. Small, free events like this will pay off when it comes time for companies to plan the location for their next holiday party.
Additionally, seek out a local charity to get involved with by sponsoring their events or hosting a fundraiser in your restaurant. Partnerships like this not only demonstrate that you care about the people in your community, they can help you reach untapped markets. Supporting a local charity also inspires new marketing opportunities through media stories, which will raise your profile and credibility within the community.
2. Take a local taste test
Assess your customer base and adapt your menu offerings according to the local taste buds. If your restaurant is located near schools and neighborhoods, offering a kid's menu is a must. Located downtown near a lot of businesses? Cater to the busy professional with enticing lunch and happy hour specials. Does your market value menus that cater to special diets? Provide gluten-free and vegetarian options. By taking the time to get to know what your customers like, you'll keep them coming back for more.
Locally grown food is also a huge factor for customers considering where to go out to eat. Not only does it taste fresher, but they have the satisfaction of knowing that they are supporting their local economy. If you're using local food in your kitchen, make sure you get the word out by featuring it prominently on the menu and connecting with local farmers on social media.
3. Be unique
Whether you own one restaurant or a chain of 10, remember that each location should be tailored to the customers it serves. This is especially important when it comes to your interior design choices, which have a huge impact on the environment and energy in your restaurant. If you're a large chain, you could decorate each restaurant differently and pick materials and themes that go along with the local market, like sports team memorabilia from a nearby college or high school. Customers who walk in will immediately feel special knowing that the owners have put real thought into tailoring the dining experience to their location.
Lastly, don't be afraid to work with a PR firm that can help you increase brand awareness among consumers and media alike, as the team uses their pre-existing relationships to quickly brand you as the unique, local gem you are. If PR representation isn't in your plan quite yet, take the time to research food critics in your area and invite them to come in for a meal. You could also invite local government officials and prominent figures for a complimentary dinner. Connecting with key influencers in your area is a great way to get the community buzzing about your brand.
While it may be easy to get sucked into the day-to-day operations of your restaurant, remember that you must become part of the greater community to operate successfully. Locals will recognize the investment you've made and will repay you with brand loyalty. When customers feel like they're understood they'll continue to come back for more — and bring their friends.
