A View From The Top

3 things every restaurant brand must master in today's climate

Building SEO and customer trust while understanding the changes coming to third-party delivery are keys to success in this business climate, according to Scott Goodrich, co-founder and partner at King Street Consultants.

istock

January 11, 2021

Scott Goodrich, co-founder and partner at King Street Consultants/Fransmart

Scott Goodrich, co-founder and partner at King Street Consultants/Fransmart

In the current business climate what is important or most important?

The answer is everything. In an uncertain world with changes virtually occurring daily, customers want a reliable and consistent restaurant experience at every level, and that starts with SEO.

1. SEO

For all intent and purposes 90% of the customer's journey starts with a phone and a search. Most of the searches are the proverbial "Restaurant Near Me." Search engine optimization is paramount as this has the biggest impact on a search and it determines how locations are listed and ranked in the search. SEO is a complicated algorithm and this needs to be outsourced as it takes sophisticated software and talented technicians to keep it optimized. Some time ago, a smart technician told me "If you want to bury a dead body just put it on the second page of Google." SEO management is non-negotiable, especially now.

Typically, when a potential customer finds you in a search they will go straight to the location's website or Google landing page. Customer engagement on the website needs to be slick, visually appealing and easy to navigate…..best-in-class easy. The website cannot be too complicated and confusing. For most smaller emerging brands, it makes sense to have a third party build and manage the website. The Google landing page will be managed by the SEO management company mentioned in the previous paragraph.

2. Trust

Let's assume that SEO, website and on-line ordering worked, and the customer had a great experience resulting in a purchase. This is a new customer, so "trial" has been successful, so how do you get them to return?

Trust is the answer. You must build great trust. Customer engagement has changed dramatically during the pandemic and has created the biggest challenge the industry has ever experienced. The mere fact that team members and customers must wear face coverings creates an odd barrier as it masks facial expressions…..smiles. Curbside pickup is growing and customers have clear expectations. Some concepts have successfully pivoted and embraced curb side operations and some have not.

The point is that the "new normal" has changed how customers engage with restaurants, but the expectations for great service has not. I've been amazed how the most successful brands have pivoted and increased the focus on customer service virtually scratching and clawing to get a customer to return. With seamless technology and relentless great customer service restaurants can create loyal and frequent customers.

One way to build trust is getting involved in the community. Restaurants are a fabric of their respective communities. They employee residents of the community, they provide meals to the community and they enhance the value of the community. Especially now, restaurants should find meaningful and sincere ways to give back to the community that supports them. One great idea is to support local food banks as they have been experiencing a 400% increase in demand sense March 2019.

3. Third-party delivery

Third-party delivery is showing signs of a slowdown. Industry data is showing that third-party delivery is experiencing less favorable customer reviews. It makes sense. The pandemic has forced them to just drop the bag or pizza on the mat at the front door, eroding any semblance of service.

Customer surveys are revealing that the customer is becoming more aware of the service-fee gouging absorbed by the restaurant. As customers see their favorite local restaurants close the doors, they have become increasingly aware of what they can do to support their restaurant community. The surveys show that customers rate curbside and pick-up as more favorable.

There is an opportunity to move customers off the third-party platforms and order directly with the restaurant. In other words, the restaurant's goal is to outperform the third-party companies in the digital experience and the customer experience.

This is a good place to add that a solid loyalty program is a must. It doesn't have to be fancy. It just needs to be seamless, easy to sign up, and easy to redeem the rewards.

Operations