Making sure your restaurant attracts as many online customers as possible depends, in part, on understanding the “need states” of customers – the needs and key decision-making points of each customer segment.  This is the first of three articles looking at the various types of online customers and their specific needs.  Part 1 looks at Special Occasion Customers.  Part 2 will discuss Routine Customers, and Part 3 will address Impulse Customers.   

Special Occasion Customers.  These patrons want to celebrate a special event – i.e. a birthday or job promotion - with a special takeout meal they can enjoy at home or at some other special location.

• Reliable, dependable service.  Customers know they can depend on you to come through when it really counts.  Their online order is ready when they come in, and the food is always great.

• Attractive, leak-proof containers.  No one wants to mar the occasion by having to clean up a mess.  Also, make sure those containers allow for the best presentation of the meal.  Customers don’t want to open a container and be confronted with “takeout mush.”

• Special Offers.  You might be able to make an extra sale if you offer something special - like a pair of candles to complement their nice meal.  This customer can be easily upsold items because they are ordering for a “special” dinner.  The best way to capture that extra revenue is to cross-sell, like suggesting side orders with entrees.

• What type of special occasion?  You can ask the customer as part of the checkout process: Is this a special occasion? If so, what type?  Based on their answer, you may be able to provide them something special to recognize their celebration.

 

If you are trying to decide on increasing the amount of money and energy you put into social networking for your restaurant, this might help you make the decision.

According to a recent study by the Pew Research Center, the number of U.S. adults using social networking stands at 72%. That's up from 67% less than a year ago. When Pew first did this study in February 2005, only 8% of online adults used any of the social networks.

No one is surprised that the highest numbers are in the younger age brackets, but seniors are making gains. Consider this information:

• Six out of ten Internet users age 50-64 are social networking site users.
• Adoption rates for those 65 and older have tripled in the last four years (from 13% in the spring of 2009 to 43% in 2013).

If your customer base boasts some diversity, also consider that, according to the study, social media usage extends across a broad range of demographic groups, with especially high adoption rates among Hispanics, college graduates, and those with incomes of $75,000+. 

Read more: http://www.marketingprofs.com/charts/2013/11514/who-uses-social-networks-age-race-gender-and-income-breakdown#ixzz2dxEsLWVB

Whether you’re a beginner or a pro, when it comes to getting your restaurant more online exposure, it can seem a little daunting.  It’s actually not that hard.  With just a few moments of your time, you can establish accounts with a number of online sites that will provide your restaurant more online exposure.  NetWaiter can help walk you through the basics:

Accepting Orders Online - This is easy.  If you’re considering NetWaiter, or already have an account, an online ordering site is provided for your restaurant.  In addition, a mobile site customized for your restaurant is also provided, giving customers maximum accessibility to your restaurant and menu.  Best of all – it’s very easy to setup.

Make a Name for Yourself and Get Connected - This is important.  If customers become more aware of your restaurant online, it will drive sales, both online and in-house.  Also, if you don’t monitor your online presence, you won’t know what is being said about your restaurant - good or bad!

While the Internet evolves daily, every restaurant can benefit from joining a few major websites.  Click on any of the following for a step-by-step guide to creating an account.  Here’s an overview:


- Driven by actual customers, who can add information, photos, and reviews of your restaurant.



- Maintained by Google (they’re a tiny company, maybe you’ve heard of them?).  This is where a lot of customers will land when doing a web search for your restaurant based on name, type of food, and/or area.



- Quickly growing as a competitor to Yelp!  Insider Pages is more of a “listing” service, while Citysearch contains a lot of what Yelp! has and more.



- A basic listing/review website with an easy to use interface.  One of the first to have an iPhone application and is now starting to get into online reservations.



- Foursquare is quickly growing as the mobile “check in” app.  Users can “check in” to your restaurant when they’re physically there and let their friends know what they’re up to.  As a restaurant owner, you can offer them discounts/perks for checking-in and/or being a frequent customer.