Restaurant Branding Strategy: Where User-Generated Content Fits In

Advertising is still a fantastic way to get the word out about your restaurant, but customers typically don't base restaurant options on advertisements. According to a Nielsen survey, 92 percent of consumers trust the word of friends, relatives, and other customers when deciding where to dine out. So it's not surprising that savvy restaurant operators today integrate user-generated content (UGC) -- comments for their institutions from those who have eaten there -- to their restaurant branding plan.


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Why UGC?

  • It builds brand confidence. Millennials are famous for sharing information about products and experiences, using social media as a platform. Over the last few years, millennials also have tended to consult social networking postings in creating restaurant choices, and increasing numbers of baby boomers, also, now research restaurants online. Research from Infopop demonstrates that UGC is 20 percent more influential than any other kind of media. The more positive information potential clients can find thanks to UGC, the more likely they'll be to trust your restaurant brand.
  • Stories sell. Consumers like to read and see pictures of others ate during a visit to your restaurant, and how they enjoyed it. Integrating tales from happy customers into your restaurant branding strategy also forges a strong emotional connection between potential clients and your brand.

UGC Integration Basics

Incorporating UGC into your restaurant branding strategy takes a little imagination. Some suggestions are:

  • Menu enhancements. Add quotations from customers to your restaurant's menu, providing guests a client's -eye-view of what to expect from the menu and support and to reinforce your brand.
  • Social networking contests and campaigns. Everyone likes to win prizes, and engaging in social networking competition creates excitement and makes people feel attached to your brand. Be creative with online competitions -- showcase your organization's culture in addition to the fact that you serve food.
  • Yelp page promotions. UGC also contains online reviews. Respond to some reviews posted there, thanking customers for leaving comments in addition to apologizing to unhappy guests and addressing their concerns. Then promote your Yelp page by setting a Yelp badge on the homepage of your restaurant's website. Place a"Locate us on Yelp" message on your advertising and identical signs in your restaurant's front window. Add a link to your Yelp page in your email signature.
  • Safe consent. Most clients will be more than happy to permit you to use their UGC on your restaurant branding plan. But don't assume that this is true. Let them know what you would like to do beforehand, fully disclosing where you plan to showcase the articles and what they might be eligible for in return (e.g., a free dessert for using their testimonial relating to this thing in your menu).

Your restaurant branding strategy will probably evolve and change over time, but finding ways to integrate UGC will probably always play a role in gaining and keeping customers' trust. Consider ways to use UGC to distinguish your company from the competition, and allow your customers help you spread the word about what they enjoy about your restaurant.

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