Is it time for a marketing blitz?

Whether it’s inflation, labor expenses, or rising menu costs causing guests to visit restaurants less (or order less when they do), restaurant operators may feel there is little room to maneuver these days. That makes marketing all the more important — and as a recent newsletter from Restaurant Business suggests, right now there are a lot of brands doubling down on developing the kind of messaging that compels the right guests to come back. For instance, Papa John’s has shifted its promotions to focus more on its value offerings than on premium, quality ingredients. Portillo’s is planning a television and billboard ad campaign to coincide with football season. First Watch is fine-tuning its outreach to customers, including those in its loyalty program, to encourage people to dine with them. Statistics shared by Menu Tiger indicate that consumers are receptive to a wide range of prompts from restaurants: For starters, 70 percent of consumers say they are more likely to visit a restaurant that offers personalized promotions, 80 percent of consumer say they watch restaurant-related video content, and 80 percent of consumers expect restaurant brands to have a social media presence and to interact with them. Looking at your guest demographics and feedback, along with your data on traffic and ticket sizes, what stress points emerge? Are there particular guest segments that used to be in your sweet spot but aren’t driving the kinds of sales they once did? How can you use the tools in your toolbox — to include social media, your loyalty program, email lists, or traditional media outreach — to bring your brand front of mind for the kinds of guests you most value? At a time when it can be difficult to differentiate yourself on cost, the things you do to connect with guests in other ways can help set you apart.