Marketing is a super important part of owning a successful restaurant. Even if you’ve already established yourself as a local favourite, it’s a good idea to always be reaching new customers.
Given the landscape of today’s increasingly digital world, it’s no surprise that a lot of entrepreneurs and restaurant owners are choosing to focus their efforts on online marketing, especially social media. That brings us to the world of influencers.
As a restaurant owner, you may have thought about inviting local influencers to your business in hopes of scoring a positive review. While this type of marketing can be a great way to drum up business, it’s not without its special considerations either.
In this blog post, we’re diving into everything restaurant owners should know about influencer marketing.
Why Influencer Marketing is All the Rage
Let’s start from the top. Who exactly are influencers, and why are they relevant to your business?
In simple terms, an influencer is someone who has a strong public following on social media. Most influencers focus on a specific subject, such as entertainment, fashion, or food. In Toronto, a city known for its countless cultural offerings, there are hundreds of active influencers, including many who do it full-time.
These influencers have loyal audiences who take their local recommendations seriously. Much like how a well-respected critic could drastically influence a restaurant’s popularity back in the day, influencers have the power to fill up your reservation book months in advance.
Most restaurant influencers primarily review or promote local spots organically. However, they will do paid features from time to time, too. These professional, pre-organized promotions are generally referred to as ‘influencer marketing’.
Need more tips on running a restaurant? Check out these other blog posts for helpful tips!
- Feeling the Heat of Labour Shortages?
- How to Write a Job Posting: Insights For Restaurant Owners
- How Restaurant Real Estate is Evolving
What Are the Pros?
There are quite a few upsides to working with influencers (when done right). Some influencers are much more than simply online taste makers; they’re active members of your community and scene, looking to support small businesses.
A thoughtfully crafted paid promotion or collaboration allows you to do more than get your name out there. You can share the story of your business, deep-dive into specific dishes or offerings, highlight your five-star customer service, or whatever else makes your restaurant truly special.
Plus, a great influencer post can also draw in other influencers, which could then snowball into organic, high-reach praise for your restaurant.
What Are the Cons?
One of the biggest cons of hiring influencers to promote your restaurant is that results are not guaranteed. In other words, just because you hire an influencer to post about your business, that doesn’t mean you’ll have instant viral success.
Social media audiences can also be fickle. Even if someone has thousands of followers, it doesn’t mean all of them will be interested in your restaurant.
In addition to an influencer’s individual audience, the reach of their content is at the whim of a platform’s particular algorithm.
There’s also some degree of risk with simply aligning or connecting your brand to someone else’s, even if it’s just for a few posts on social media. Customers could assume that your brand agrees with any and all of your influencer’s other opinions, regardless of what the subject is.
Marketing a Franchise? You May Need Approval
If you own a franchise restaurant, you may require additional approval before you engage in any paid advertising, including influencer marketing. Review your brand guide or speak to your franchisor before making any commitments to hiring an influencer.
Beware of Scammers
With influencers playing a greater role in local food scenes, there are a few more things to be aware of aside from marketing opportunities.
For example, some owners have reported small-level scams in which a self-described influencer will demand free food or other benefits in return for posting about the restaurant, often after finishing their meal. These instances aren’t very common, but it’s worth being aware of.
Thinking about starting your own restaurant business? Explore these related blogs for more advice!
- What Permits Are Needed to Open a Restaurant in Ontario?
- Ready to Open Your First Restaurant? Here’s Where to Start
- Ways to Reduce Operating Costs as a Restaurant Owner
Other Ways to Engage Your Community
Beyond influencers on social media, there are other great ways to build your reputation locally. One fantastic example would be collaborating with other restaurants or businesses in your community, working together on a special dish, offer, or event. This gives you natural exposure to that restaurant’s loyal customers (and vice versa).
Have more questions about restaurant ownership? We can help! Send us an email at ryan@carverealestate.com or give us a ring at 416-618-0054 to get started.
