TAG Perspectives: Micro Moments in Restaurant Marketing

 

Google recently coined a term called Micro Moments and we wanted to share with you how we see these concepts applying to our restaurant and dining clientele.  Micro-moments put forth the concept that the consumer journey with brands may not be linear  and is comprised of many many small brand experiences or “micro moments".  Recently Ad Age said we should think about Micro Moments as “opportunities when someone searches for something top-of-mind using the device closet to them". And what happens next shapes the impressions of consumers in big ways.

Micro moment essentially unfold through “I want” or “I wonder” scenarios Micro moments are an important part of our omni-channel world.   In the past, we talked about multi-channel marketing - seeing similar messages on different channels at different times In today’s omni-channel world, we may be interacting on different channels at exactly the same time.  Examples include:

  • Watching TV and grabbing your phone to learn more about a product
  • Shopping in retail and looking the price up online to get the best deal
  • Consider using digital paid media to push new menu items or promotions
  • Encourage diners to write reviews and deal with negative reviews in a positive way
  • Share information on average wait times during peak periods
  • Make sure your employees are amazing brand ambassadors
  • Create loyalty with frequent diners through VIP experiences

To understand the impact of this trend on the restaurant sector,  we need an idea on what factors influence the decision to dine out. Most dining decision variables are contingent on:  food quality, menu, time commitment, price and convenience of location. If we dissect these variables to identify the opportunity for micro-moments, they are likely highly reliant on social channels including social media websites and social review platforms. And yes, they’re overwhelmingly mobile.

How successful restaurant brands are, depends on how engaged users are:

  • Make sure your website is responsive to mobile 
  • Identify an authentic brand voice and communicate consistently and frequently
  • Entertain your consumer and offer value 

Consider the following:

  • Consider using digital paid media to push new menu items or promotions
  • Encourage diners to write reviews and deal with negative reviews in a positive way
  • Share information on average wait times during peak periods
  • Make sure your employees are amazing brand ambassadors
  • Create loyalty with frequent diners through VIP experiences

In a 700 billion industry, 9 out of 10 restaurants are using social media - but how well are they using it?   Morton’s recently leveraged a humorous inquiry to its advantage when they received a post from a customer who jokingly asked  if they could meet him at the airport with a porterhouse.   They did, and it generated an enormous amount of social engagement all for the cost of a steak and delivery Papa Murphy’s used SMS to delivery value.  With a quick opt-in, consumers received exclusives offers.  They’re promotion generate over 100,000 subscribers who generated an 18% redemption rate on the offers.

Want to know more about creating engaging micro-moment opportunities with your consumers, please contact us.

Written by
Ryan Thompson
on
May 9, 2016