As social media has become one of the most prominent marketing tools out there, most customers now expect it. have you ever wondered how Restaurants have begun integrating platforms such as Facebook, Snapchat and Twitter into their campaigns? well, here’s all your answers!
Nowadays, it goes without saying that almost every restaurant or food chain will have a Facebook page. Ways of using this platform can vary due to different uses appealing to different demographics. Therefore, it’s important to see the combination of focuses.
One popular way for these accounts to attract audiences is through references to popular culture and memes. A company who has mastered this is Nandos and here are just three examples:
Having a Chat on Messenger
Everyone knows that feeling. You’re hungover. You don’t want to move or talk to anybody. And all you want is pizza. Well, this is perfect for those moments. Introducing, Domino’s DOM The Pizza Bot on Facebook Messenger. Think about it like this: you’re talking to one of your best friends, but it’s even better because you get a pizza delivered straight to your door at the end of it.
I bet you thought this couldn’t get better, but trust me it can. They have a special feature called ‘Easy Order’ which really couldn’t make ordering much simpler. All you have to do is set up your usual order and then type in the not-so-secret password, “Pizza”, to DOM. Your favourite food will then be on its way to you at the touch of a button.
I think we can all agree that we all need a friend like Dom!
Friend or Foe2009 was the year when we got asked the all-important question: will you trade in your friends for a burger? Burger King teamed up with Facebook to release a feature named ‘Whopper Sacrifice’. Fans of the burger company could, quite simply, receive a voucher for a free burger through this feature.
Sounds great, right? But of course, there was a catch. You had to choose 10 of your Facebook friends to ‘de-friend’. To make this worse, the friends got a notification to say that they had been abandoned for a burger! Unfortunately, this game ended pretty quickly and has not yet returned. It does show one of the unique ways that food chains can use social media as a marketing tool, though.
Taking a Snap
Bareburger has begun to focus on Snapchat as their main social media platform. The CMO of the burger chain has said that the evolution of Snapchat is beyond the typical promotional post and the restaurant can now use it in many other ways.
Some of the ways that they have taken advantage of Snapchat are:
- Geo-filters. The Bareburger AR filter lets customers access the menu and visualise what they want to eat through the camera lens. This adapts to differing portion sizes and ingredients and the feature works with takeaways, delivery and at the restaurants.
- Contests. In April 2018, Bareburger started a competition for their Snapchat fans. All the users had to do to participate was scan the ‘Snapcodes’ which were positioned on takeout and delivery bags for the burger chain. This then alerted you as to whether you had won or not… some of the prizes up for grabs included free burgers, fries and shakes.
- Influencers. Bareburger has used Snapchat to connect with social media influencers. They used these influencers’ followings in order to spread the word about their burgers. The main example of this is the collaboration between Bareburger and food blogger @eatingnyc. This collaboration ended with 104,000 views and 5,100 shares in three days.
Twitter has become one of the main ways for restaurants to interact with customers. The social media platform allows restaurants to receive instant feedback, both positive and negative. Not only this, but the companies can reply to this feedback and interact with customers personally and quickly.
As with most companies, this is an amazing marketing tool which has been used by many food-related accounts. Being practical and often fun, Twitter is normally one of the first points of calls for social media marketing.
There have been some amazing viral moments created by this. Here are some of my all-time favourites:
- When Wendy’s had a sassy reply to a customer who was asking them where the nearest McDonalds was.
— Wendy's (@Wendys) January 3, 2017
- It even happens with celebrities! This is the moment when Chipotle replied to Hunger Games star, Elizbeth Banks’, tweet and referenced the popular meme “Netflix and Chill”.
— Chipotle (@ChipotleTweets) February 26, 2016
- And even Kanye West can’t avoid it! Pizza Hut caught him out on his tweet claiming that McDonald’s is the best restaurant and tried to seek his approval.
— Pizza Hut Restaurants (@pizzahutuk) February 15, 2016
thank you for reading!
i hope you enjoyed this blog post. and who knows? maybe your favourite food chain will become your best friend on social media. let me know what you think in the comments or on twitter. don’t forget to click the follow button and check back next week for a new blog post!