Unfortunately, internet users are not able to smell the delectable aromas emanating from the kitchen. However, this is where visualization, images, and exclusivity come.
Remember the “trick” with the lemon slice? Imagine putting a juicy slice on your tongue after cutting it off. Imagine biting into a whole lemon that has been peeled; the juice will splash sharply and fill your entire mouth with burning sour. Do you feel a reaction? Salivation. The same reaction should be from your social media posts.
For each post, try to think of a unique idea. The catering industry is full of imaginative possibilities, especially if your business has a distinctive look and innovative philosophy. Make an intriguing introduction, talk about the cooking process, then break it down in depth.
Burn hearts with epithets!
Active verbs are significantly better than epithets at bringing life to a piece, according to experienced writers. I’m willing to disagree, though, when it comes to food. Additionally, a notion and a whole story comprised of distinct feelings and images are concealed by a lot of words.
For example, the word peasant or farmer carries naturalness, vitamins, fresh herbs, health, simplicity. Hence such names as peasant butter, and farmer’s sausage.
Before: Heat. A glass of beer is already waiting for you.
After: Heat. A misted glass of fresh dark beer awaits you.
Before: Try the steak with potatoes and salad.
After: Try natural beef steak with ruddy potatoes and rustic salad.
When describing food, you just have to strengthen the image with epithets to achieve the desired effect.
The face of the restaurant is its guests
I’m sure you’ve heard the expression “Let’s go for a coffee”. It is the essence of going to cafes, restaurants, and bars. First and foremost, people go there not to eat tasty and cheap food, but to socialize – to look at others and show themselves off. But at the same time, the cuisine must always be of a high standard.
There are five main reasons for visiting restaurants:
- enjoying socializing, getting to know each other, and having a pleasant atmosphere;
- business meeting, negotiations – a good impression for the client/partner;
- romantic date/dinner;
- a place where you can have a drink with friends;
- fast, tasty, and inexpensive food.
What is the conclusion? Show that you can arrange all of this in your restaurant. Or not all – it depends on the status. Post images of the guests at the restaurant. You can have a wonderful time, communicate, and meet there, so let them know they will feel comfortable there. Transmit emotions.
Own features
What happens if you meet the visitor’s expectations? You have good service, good cuisine, good interior. Will the guest enthusiastically tell his friends about you? No. Most likely, he will simply forget, because the person came for mac’n’cheese and got mac’n’cheese. Yes, he will come to you if he is in the same area. But will he gather friends for a purposeful visit? To do this, you need to exceed his expectations.
Imagine, you are quietly waiting for your mac’n’cheese, when suddenly “Jack Sparrow” comes to the table with a bottle of rum and says: “Hey, buddy. Did you order the mac’n’cheese? Why don’t you pour some rum to work up an appetite?” And that’s an excuse to share a funny story with your friends. Well, if you think rum and mac’n’cheese go together.
Serve food in a way that evokes emotion, and then customers themselves will start telling their friends and posting photos to social networks, thereby promoting you. Your job is to bring joy.
Bringing the chef to life
If possible, turn the chef into a blogger. Publish interesting moments from the restaurant’s life on social media pages. This promotion tactic is especially relevant when the chef is the owner of the restaurant. That is, you or a copywriter under your guidance write interesting first-person posts, increasing the credibility of the establishment.
Tell us how the dishes are actually prepared – from the procurement (slaughtering, catching – but no blood, please!) of products to serving with a sprig of dill. Share the chef’s secrets. Be generous with recipes – restaurants go to more than just food anyway! If the chef and copywriter have their own style, it’s priceless. A win-win option is to simply talk about the chef, especially if he or she has insignia.
Obviously, the posts’ formats should vary based on how the business is set up. Expensive restaurants, sushi bars, steakhouses, and Uzbek cuisine all demand a customized marketing strategy. A lot relies on the approach picked. The pictures should also demonstrate this.
To attract new guests to the restaurant with Instagram, don’t forget the reason why people eat out in the first place – they want to try unusual things, immerse themselves in a special atmosphere, get to know the world. You can give them all this even online, which means you can make them more loyal and happier.
Create an unusual visual. Make sure that each post supports the atmosphere of the restaurant. And the guest is already in your pocket. Oh, I mean in the restaurant.
Bio
Helen Wilson is a content writer who also writes content for essay writing service reddit and blogs. She is a wordsmith when it comes to topics about marketing, business, and freelance. Helen likes studying different topics and developing in different areas.
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