Social media provides restauranteurs with an invaluable means of promoting their business. Snap a picture of your restaurant and upload it to Instagram, and you’ll instantly provide your audience with information about the sort of establishment you’re running.
And, if you manage to get people engaging with your pictures and video content, the effect can quickly spiral. Ideally, you might reach the stage where your customers spontaneously upload images of your restaurant without even being prompted, which is a form of free marketing that’s difficult to argue with.
But if you’re going to get the best from Instagram, your premises must look the part. Let’s take a look at what changes you might make.
Design and presentation
It’s often a good idea to start with a review of how your restaurant looks. Get an outside perspective on the big-picture stuff. Consider the exterior and interior, as well as the way that the food itself is presented. Maintain high standards for plating, and ensure that all kitchen staff knows what was expected of them.
Lighting makes a big difference. Too much bright lighting can make the place appear sterile; too little and it might look dingy. You’ll want to have a style guide when it comes to branding and to make sure that your branding is reflected throughout the restaurant, too.
Naturally, you mustn’t neglect your bathrooms. Many of your customers are going to visit them at least once during their visit, and the restaurant ambience mustn’t be shattered.
Atmosphere and staff
If your waiting and kitchen staff don’t scrub up well, then they might not be a good match for Instagram. Have a dress code and enforce it. On the other hand, you might also be looking to project the personal side of your business on social media, which means putting your staff in a relaxed mood while maintaining an air of professionalism.
It’s always a good idea to invest in the right insurance, to protect your business, customers, and staff. Public liability insurance is a must for every kind of business, but for restaurants, it tends to be a good idea to invest in specialised restaurant insurance.
The variety on the menu
It’s your unique drinks and dishes that will get the most traction on Instagram. No one, after all, is going to pay attention to dishes that they’ve had a thousand times before. Create venue-exclusive offerings, and give your kitchen staff the freedom to come up with new suggestions. Time-limited menu additions might eventually make their way onto the menu proper if they’re popular enough.
Build your social presence
Getting the best from social media requires consistency over a long period. Make a habit of engaging with your online followers at certain times of day, and learn the ropes of Instagram more generally. You’ll be far more likely to succeed in the long term.
