There’s no denying that the Food and Beverage (F&B) industry is a competitive one—eateries generally all strive to create a unique restaurant brand identity that will have customers old and new flocking through the doors.
Since Covid-19 hit society with lockdowns and social distancing, the need for a recognizable brand is even more important since many establishments are having to rely on takeout services and less foot traffic than ever. This has led to an unprecedentedly tough time for the F&B industry and has caused many smaller businesses to have to close their doors either temporarily or permanently.
That being said, as more and more people are learning the plight of smaller establishments and local businesses, it is possible to reach new customer bases even without the use of large physical gatherings. Especially since we now live in the age of digital technology, it is possible to take advantage of the affordances of social media and the internet to launch successful marketing campaigns which can lead to a boom in business.
Here are some ideas that might help to get your restaurant on the map.
Plating Is Everything
First impressions are important and doubly so in the world of food. It has long been known that presentation and plating are important aspects of the dining experience, from the towering jelly moulds of the Victorian era, to the salads suspended in aspic of the 50s and more recently the craze for anything rainbow coloured in the 2010s. How you plate your food is as important as the cleanliness of your dining area or the appearance of your waitstaff and speaks multitudes about your brand as a restaurant.
While trends come and go, it never hurts to try and take advantage of them to land yourself on the map. Especially with the rise of short-form media content such as YouTube, Instagram and Tiktok, all it takes is one viral post to exponentially increase how widespread the reputation of your establishment is. Especially since most millennials are active internet and social media users, if a post manages to gain popularity by being shared and re-shared, it is possible to have word about your eatery literally reach the other side of the globe almost overnight.
Most of these posts rely on one thing: exciting, appetizing and (preferably) novel visuals. This can be done in a variety of ways, from gargantuan and indulgent concoctions, to impressive arrays of color or even coming up with new and exciting food concepts, the fact of the matter is that the better it looks on camera, the more likely it is to catch people’s eye.
While many companies are already aware of this fact and make use of food stylists to help them with the presentation of the menu items, social media has changed the game since now people are able to post their unfiltered dining experience. This lends an air of unfiltered genuineness to the dining experience and people are able to judge the actual presentation and quality of the food as they would be served in the restaurant without having to step foot in there.
Give The Brand Some Personality
People like a good story and perhaps because most millennials and Gen Zs are tired of faceless corporate monoliths, they are especially appreciative when they are able to connect with the brands that they purchase from. Millennials and Gen Zs display a high amount of social awareness and therefore are more likely to change their spending habits to align with their personal values. Therefore, making it clear what your brand stands for and the principles that drive your business practices could actually be a good way to reach this customer base.
There are a variety of ways to make even a small business appealing to this age group. From picking up sustainable business practices that will lessen your environmental impact, to actively supporting various social causes and movements and or even connecting on a more personal level by running a twitter account full of witty quips and comebacks. The important thing to note is that people are beginning to appreciate transparency from businesses and are more likely to become regular customers if they can trust you.
As more and more people become aware of shady business dealings from large corporations or are just becoming more aware of the plight of smaller businesses, more people are turning their trust back to local businesses that they can trust and which are part of their community. With the rise of social media, it is possible for more businesses (no matter the size) to equalize the playing field and get their name out into mainstream consciousness.
With enough ingenuity and by being sincere and transparent in your business practices, it is possible to create a unique identity for yourself in the ever competitive F&B industry.