As a restaurant owner, if collaborating with bloggers is not yet part of your marketing strategy, it may be something you want to consider moving forward. Why? Because food bloggers and influencers have a huge impact on their followers and can directly affect the likelihood of these followers becoming potential customers. It’s a great way to increase peoples’ awareness of your restaurant and brand, as well as to promote any upcoming events you might have in the pipeline.
Collaborating with bloggers can be mutually beneficial for both parties; for example, as a recipe developer, I have worked with TeaPro to create desserts using their products and posted a blog on their website as well as my own instagram, @ambersfoodfeed. Coming from two different areas of the industry, this helped both of us gain exposure to new audiences. In this blog, we will explore several ways in which you can achieve this for your restaurant.
Firstly, you should research and identify bloggers and influencers who produce content which is in line with your restaurant’s story, brand and values. Once identified, you can assess which of the following methods is best suited to the blogger.
Whether you have a new menu that you want to showcase, or your aim is to increase peoples’ knowledge of your values, inviting a food blogger to the restaurant can be extremely helpful. Ensure they have a positive experience so that they are more likely to post about your restaurant and encourage others to pay you a visit.
In order to reach as broad a variety of people as possible, as well as well-established bloggers, you can invite micro-influencers who have a smaller but highly-engaged, loyal following.
If your restaurant prides itself on fresh produce and the preparation of your dishes, choose a blogger which enjoys focusing on cooking and sharing recipes. They could document their visit on their stories, including a tour of the kitchen and chefs cooking, which would create engaging content for themselves and great brand awareness for the restaurant.
You could take this a step further by asking the blogger to choose their favourite dish and name it after them, or for their input to create a new dish altogether. Additionally, if you sell any products, the blogger could incorporate this into a recipe, again creating more exposure.
To showcase any exciting changes you have to your menu or restaurant, you can organise an event and invite food bloggers and influencers who will be able to share their experience with their followers. This can result in an increase in your followers, and hopefully convert your existing followers into customers!
Additionally, you can host events or workshops which are relevant to the bloggers and potential customers. By using your restaurant as an event venue for workshops, talks or tastings, and this being shared on social media, you will be generating new interest and attracting a new audience.
When partnering with bloggers, you can also give them a word or code to pass onto their followers, which gives them a discount or deal if they visit the restaurant. The same can be done when you are running competitions, for example if you are launching a new menu, you can encourage your audience to follow each of the involved accounts to be in for a chance of winning. Both of these are effective ways to attract new customers and build your presence in the industry.
However you choose to do it, it’s clear that engaging with food bloggers is becoming an increasingly important factor when trying to boost your following and interest in your restaurant.
If you want to find out more about how to improve your marketing strategy, contact us today on 020 3954 6253 or fill in a contact form here.