Since NextRestaurants debuted in late August 2013 we’ve aggressively tackled the subject of digital marketing for restaurants.
Our goal has been to persuade, exhort, teach, and challenge restaurant marketing leaders to think big (and digital). In some cases, we’ve pointed out what’s broken and needing fixed. In other cases, we’ve pointed out what’s possible.
We’ve talked about email marketing for restaurants at length. We’ve talked about social media marketing for restaurants extensively. Mobile marketing for restaurants has been a hot topic. We’ve given examples of brands that “get it” and do really well. We’ve highlighted a few news stories and instances where brands left something on the table.
Some of our content has been practical — here’s how to do get started doing THIS or THAT. Some has been “what if” thinking.
There are two lessons in particular that I see as I look through our stats.
- You really like when we talk about restaurant CRM.
- You enjoy our longer-form content. Meaning, the articles where we go deeper on a subject, whether that’s a how-to or the big picture stuff.
So we’re going to deliver more of those.
We’ll still hit on the variety of topics important to you as you sort through how to select a mobile payments provider, or which mobile app company to partner with. Or more importantly, how to set the right goals with those initiatives.
We’ll still invite subject matter experts to chime in with their thoughts and instruction on subjects like digital signage, local marketing, and even some of the subjects already mentioned.
But there’s something to be said for giving people what they want and need. This is the next phase of NextRestaurants.
Here’s what we believe about the next generation of restaurants and what we’re going to primarily focus on.
I firmly believe that restaurants big and small need to corral their myriad points of guest data (that starts with POS, but includes email marketing data, loyalty club data, online ordering data, even their interactions with mobile apps and other touch points) and put them to use.
That time has come. In fact, while many chains are getting excited about their new-found ability to begin building guest profiles with certain vendors, I’m thinking beyond the profile already. Here’s what I believe:
- Restaurants are going to know their guests — and not at the owner or manager level.
- Restaurants are finally going to enjoy integrated systems — POS, email, loyalty, SMS, online ordering, gift cards, and so on.
- Restaurants are going to be able to carefully, and automatically, segment their customers into specific silos — and message them accordingly.
- Restaurants are going to be able to forecast revenue more precisely.
- Restaurants are going to feel their businesses are far more predictable.
There are vendors and platforms providing services with compelling metrics behind them that were not available to restaurant leaders of chains, let alone independent restaurateurs, just five three ago. But rather than rehash the past, let’s get excited and look forward to the present and future!
Nothing changes with NextRestaurants’ aim and vision. I’m just now able to put my own vision into action in a hands-on way. You rooting for me?
Here’s to the next phase of NextRestaurants.com!
(Photo courtesy of https://www.flickr.com/photos/kelsiedipernaphotography/)
