In an industry that is highly competitive, social media has played an increasingly important part in a café, restaurant or bar’s ability to differentiate itself from the competition.
According to Ibis World, the restaurant industry alone has over 27,000 businesses in Australia with combined revenue of $19bn AUD. This makes the industry highly competitive and places the consumer in a very powerful position.
With most restaurants, cafes or bars highly substitutable (that is, there are many alternatives for a consumer to select from), there is the danger that price is seen as the easy solution to attracting new customers.
Some businesses turn to deal websites or mobile apps, hoping that a 2 for 1 voucher will entice a customer to try their business and return as a loyal full fee-paying customer. The reality is that these consumers have had their value expectation set with their first experience and are more likely to be bargain hunters with their purchasing decisions made on price.
Full-fee paying customers are more likely to base their decisions on quality and one way to quickly assess quality is through social media and online reviews. Having a strong social media presence can help to attract new customers and retain their loyalty.
Social Media Guide will explore how the hospitality industry can use social media to its advantage and in the coming weeks we will be speaking with industry experts, and foodie influencers, to provide you with tips on how to get ahead of your competition.
If you have a specific question or comment about your business and its use of social media, we would love to hear from you in the comments section.