Social media should be a priority for restaurants as new research suggests two thirds of customers visit a restaurant’s social media before dining out. Read more here:
Guest management experts HGEM’s latest research suggests that restaurants should not focus purely on millennials when it comes to social media. More than half (58%) of millennials check out a restaurant’s social media before visiting their site. Perhaps more surprising, is the 53% of 56–65 year olds who revealed the same habit.
When respondents were asked why they had visited a restaurant’s social media, 30% said they were seeking menu information while 22% stated they were looking for customer reviews.
One-third (34%) of consumers viewed on-site and digital engagement as equally important with the figure rising to 43% for millennials. However, more than half of consumers (62%) deemed on-site interaction with staff more valuable than digital interaction.
The research also looked into the performance of posts revealing promotions and offers to be most popular with respondents, followed by competitions and events. Out of the many different social media platforms, Facebook was noted as the most used.
Despite the differences between on-site and digital interaction, it is evident from the studies that personalisation is still a key trend characterising the hospitality industry.
More of today’s consumer are online and actively reviewing restaurants before visiting. Therefore, it is crucial that restaurants ensure a strong digital presence that boasts engaging material and that is well-maintained. The restaurant experience now stretches well beyond the confinements of the on-site space and it is an establishment’s duty to maintain a great reputation both in-store and online.
Is your restaurant social media lacking character and personality? Humanise your restaurant brand with these 5 easy tips- read here.
By Dawood Pathan
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