Localized marketing is an essential component for running a successful multi-location restaurant. Each location should represent both itself and the brand as a whole. And the more restaurants, the more complicated that gets. That’s why we've listed 7 local marketing tips to boost your restaurants.
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An astonishing 97% of consumers conduct a local search when looking for restaurants, which shows the importance of having a localized presence across locations for restaurant chains. With most searches being non-branded terms like “restaurant near me” or “pizza”, the battle for Google’s 3-pack or Snack Pack results has officially started. To beat your local and national competition investing in local SEO is a must. Local SEO activities include claiming and updating all your locations in online directories such as Google My Business, Yelp, and Bing Places. It’s crucial that your listings feature current and up-to-date information such as opening hours, culinary restrictions or opportunities, and specials.
Social might be the quickest way to connect with your local customers. Not only can your branches take charge of their own social media accounts, collaborating with local influencers can give your restaurants quite a boost. Let your restaurants reach out to local and small-scale food enthusiasts or reviewers. Opposed to influencers who operate on (inter)national level, local foodies will most likely have people in your area as their followers (plus, they’re probably way more affordable). By collaborating with them, you can get the word out for your restaurants and increase brand awareness.
Content localization is essential when owning multiple restaurant locations. Using the same content for all locations and markets won't meet customers' demands and needs. Localizing your content across all channels addresses customers personally, and enhances the brand experience. Ideally, all forms of content on all channels are localized so every location presents a well-rounded image and nothing stands out in the wrong way.
→ Click here to check out 15 amazing local marketing campaigns.
Using local campaigns on Google helps boost your visibility when potential customers are looking for your services. Local campaigns help you attract locals through ads on Google Maps, the search and display network, and YouTube. The campaign type offers various targeting options and makes it possible to assign store visits to your online advertising campaigns to fully understand the ROI of your efforts.
Brand consistency is not something that can be swept under the rug for restaurant chains - it’s what makes your customers immediately recognize your restaurant and what manages their expectations. A strong brand develops trust and loyalty among customers. To stay brand-consistent, you have to deliver a similar brand message far beyond the walls of your venue. This includes marketing materials, social media, menus, music, and decor.
Consistency does not mean everything has to be exactly the same; there should be a balance between consistency and localization. Create visual brand guidelines to keep everyone on the same page when creating brand assets. You can document information about using logos, colors, and fonts and directly refer to the right assets. Using branded templates empowers your restaurants to create marketing materials themselves without worry if those materials are on-brand.
→ Read more about how large organizations can easily stay on-brand.
Nothing helps to build community awareness more than being an active member. When your local customers feel that your restaurant is integrated into their community, they are more likely to book a table. Attend community events, sponsor a local sports club, or volunteer at a local homeless shelter or soup kitchen. This will generate good publicity for your restaurant and showcase that your restaurant chain is not only an active part of the local community, it wants to give back. Let your branches choose something close to their heart because building a connection only works when it's genuine and authentic.
With localization comes the need for centralization. Individual business locations and franchisers are challenged with being on top of all relevant channels. The right technology can help build local authenticity while reinforcing the brand and reducing operational marketing costs. Local marketing software allows you to, for instance, share best practices between restaurants, centralize marketing events and campaigns, and distribute campaigns across a wide variety of online and offline channels in just a few clicks.
If you’d like to know more about how you can take your localized marketing strategy to the next level, we are here to help. Marvia is the all-in-one platform for multi-location restaurants, QSRs, and local store marketers. We have the tools to make you recognizable as a national brand and feel local and personal at the same time. You can explore our solution or request a free demo to experience the benefits firsthand.
Eager to attract more customers to your multi-location restaurant? Schedule a demo and see how Marvia's specialized solutions can elevate your local marketing efforts.