By now it should be as obvious as a dart to the forehead that consumers – over whom we have sacrificed many sleepless nights trying to figure out how to keep them happy – aren’t just looking for a tasty meal, but for a whole-body experience.
This experience used to start once they stepped into a place, but now it must begin way before then.
Because we love coining new phrases here at Mero Mole, we bring you: “cyber appeal”. It’s like sex appeal, but cybernetic. Far out right? (We really racked our brains, huh?).
Today’s consumer is constantly connected to the Internet. So much so, that before making up his mind about what restaurant to go to, he often goes online to check out his options, and let himself be convinced – or not – according to the proffered content. Is that so? The right image, an attractive design, and a catchy phrase can wield the same amount of influence as any other element in the strategy.
In case you’re not drinking the Kool-Aid yet, here’s a study by 10x Digital conducted in the good ‘ol U.S. of A.:
47% of netizens use their smartphones to decide what restaurant to go to.
Of these, 46% go on the website looking for the menu,
44% do it to find the contact information,
38% read reviews,
25% make reservations online.
And just so you can’t say that we don’t spoil you rotten, here’s data from another study, by Empathica Research: 3 out of every 4 people (72%) have used Facebook to decide what restaurant they want to go to.
In order to ensure that these percentages convert into visits to your restaurant, one must become a master in the art of seduction. You know, “show them just enough leg to keep their interest piqued”. Visualize the website for an Argentinian steak house that is constantly uploading pictures of their beautiful, juicy cuts of meat; the kind that makes your pupils dilate and wake up your salivary glands. How does it sound?
An appetizing online presence expands your consumer’s experience: way before they even arrive at your restaurant, as they go through your website, and after they leave, as they share their impressions. Additionally, constant – and please, interesting – activity on social media increases the loyalty, support, and trust of your consumer because the ensuing conversation is beneficial to both parties.
What are you waiting for? You better go bolster your Web presence quick! If you have any questions, you know who to call (wink, wink).