A framework for restaurant marketing breaks down into four steps: awareness through referrals and local events, education about menu and atmosphere, then desire and delight. Ghost kitchens and new concepts need all four to survive.
What role does marketing play in today's successful restaurants?
So when considering marketing, there is 4 key elements. I like to use number 4 for a lot of reasons. 4 key elements. So there's awareness, education, desire, and delight. So awareness, like imagine opening up a ghost kitchen. No one knows you exist. You just open up. You need to introduce your brand to a new neighborhood, new market. So what comes really important is the referral. So someone is talking about it, maybe I should try it. Another way to think about it, to create awareness is like being very targeted. Focus on the very specific group and their behavior, their preferences, and be consistent to show up in their feed. Either it's at the local event, like right now Halloween's coming up, so there's a lot of fair. You can be at where the customer hang out. So, And then you create this curiosity, making the potential customer aware and notice you, your restaurant existence. The second one is education. You want to inform the customer about what you're offering. So like it could be special of your dishes, it could be the atmosphere, unique service style, or maybe something fun, something different.
