Creative marketing against the crisis: tips and tricks for the catering industry
The ever-increasing digitalisation brings new challenges, but also a lot of new potential. Being active online as a company is now part of normal day-to-day business. But what happens during a crisis? Is there still time to be active on social media? Or should you focus more on business and sales? Epu Shaha, Managing Director of Epu Design GmbH, tells you.
Whether it’s a financial crisis or a coronavirus crisis, every crisis poses economic challenges for a company. But how should a company respond in such a situation? Focus on the figures and the business, engage in crisis communication or interact with customers and partners? Well, probably a mixture of all three.
In fact, creative ideas can cover all these points. Of course, sales figures are very important. But not focusing rigidly on the figures and acting creatively is the secret recipe for getting those figures back up again. The first step is to accept the crisis. As annoying and disappointing as it is, you cannot change or undo the situation. Accept the crisis and see the turnaround as an opportunity for a better future. Even in crisis situations, new doors can open. If you recognise your opportunities and adapt your products and services, you can emerge from the crisis with higher sales and as a winner.
Recognising opportunities
Many businesses have become creative during the coronavirus crisis. Some hotels are offering their rooms as home offices, restaurants are serving takeaway meals or even creating their own food brands. Take Ristorante La Strada in Baar, for example. Before the crisis, La Strada focused on serving authentic Italian meals on site. But when the crisis hit, owner Felipe Mulato recognised an opportunity and rapidly transitioned his restaurant to takeaway service. La Strada experienced a pizza-to-go boom, created new pizza boxes and branded his car for delivery orders.
As with online trends, it is important to act quickly in crisis situations. Not only can new business ideas help you succeed, but new social media ideas can also give your sales the boost they need.
Here are 9 creative ideas on how you can use social networks to increase your sales, your customer base and your reach:
1. Start survey
As an entrepreneur, you constantly ask yourself what your customers particularly like and dislike about your restaurant. Use the ‘Survey’ button on Facebook and Instagram to ask about food preferences and gather feedback in a fun and free way. Not only will you receive relevant feedback quickly, but you will also interact with potential customers and achieve greater reach, which you can benefit from, especially in ‘normal’ times.
2. Customise the menu
Create and market a special coronavirus menu with superfood specials to boost the immune system or with specialities for a romantic candlelit dinner at home.
3. Involve the head chef
Get your head chef to present the menu via live stream. Or introduce the menu through a normal social media post, where users receive a 10% discount on their order value for sharing the post.
4. Virtual beer or wine tastings
Conduct live digital tastings by sending your customers complete packages in advance. Instead of a lonely evening in front of the television, everyone can enjoy tasting together digitally in a large group. Markus Quadt, from the Alten Posthalterei in Lingen an der Ems, was able to creatively plug the gap in his sales by selling beer packages to 1,900 participants. His live tastings subsequently became a hit among fans and customers.
5. Give pizza baking lessons
As a pizzeria, you can offer pizza baking courses via social media platforms, allowing you to connect with your customers virtually. This gives you a helpful and human touchpoint that influences brand loyalty among many consumers.
6.Organise live events
Host digital cocktail courses or dinner parties where the chef guides guests through the preparation, serving and conversation.
7. Filming cooking tutorials
Film cooking tutorials for professionals and amateurs, explaining step by step how to prepare your favourite dish and perhaps even revealing your secret tricks. This may not necessarily generate direct sales, but it will increase your reach and visibility.
8. Offer a complimentary children's menu
Offer a free children’s meal with the purchase of an adult meal to attract new customers and increase your sales. This is a great marketing strategy, especially during a crisis when schools are closed and parents are busy working from home and looking after their children, leaving them with no time to cook or little money to spend.
9. Share recipes
Share your recipes with your customers and print them on your takeaway boxes. This way, your guests can recreate their favourite dishes at home.
Creative ideas are endless. There are many ways to tackle the crisis and make the best of the situation. Try something new and get some fresh inspiration. What have you always wanted to try? What have you always wanted as a customer? Now is the time!
Need some inspiration?
Epu Design Ltd. can help you with that. Contact Epu Shaha and her colleagues, who will be happy to advise you on creative ideas for your restaurant.
EPU DESIGN GMBH
+41 79 849 45 73
info@epudesign.com |
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