There can be a lot of fear mongering in the news when it comes to new technology and its potential for replacing people in the workplace, or removing the human touch consumers expect from businesses like restaurants . While automation is replacing more repetitive tasks in restaurants, it’s more common for technology to recreate the kinds of work restaurants do — and help them make experiences feel more personal for guests, not less. You can do this in ways beyond mining guest data to send targeted promotions. Case in point: Ford Fry, the founder of Rocket Farm Restaurants, recently told Entrepreneur that he has gone from not knowing what Instagram was to hiring a team dedicated to the restaurant group’s online presence. That has involved tasks like curating Spotify playlists that embody the restaurant brand and are played for visitors to the restaurant’s dining rooms and website. Whether you have a dedicated team managing your online presence or not, how can you use tech tools to boost the connections you make with guests — and the connections they can make with each other? Social media planning and posting can feel like a one-and-done exercise: Conceive of eye-catching content, post it, hope for the best and move on. But if you’re strategic about your posts – and simply aware of how people respond to your brand – you can generate a response that’s far larger than any individual post. Take Chipotle’s recent experience on TikTok with a menu hack shared by two content creators on the platform. Late last year, the pair’s review of a Chipotle steak quesadilla with fajita veggies touted a do-it-yourself dressing made from the brand’s chipotle-honey vinaigrette and sour cream. So many people tried to order the off-menu item that Chipotle decided to promote it as a limited-time offer on its app and website this spring. When you consider potential contests, invitations to share menu preferences, or other outreach to customers via social media, think a few steps ahead. How might you use guest feedback to not only reward people for their loyalty but also demonstrate your own engagement with the people who enjoy your food most? |
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