The last two years in the foodservice industry can be compared to shock therapy. Some players have ceased to exist, others continue to fight for survival, diversifying their business, reducing costs, mastering new channels for attracting customers and sales.
Large network retailers managed not only to stay afloat, but also actively develop their presence, using the sharply increased trend of direct delivery of products to order. Stationary catering outlets had the hardest time, especially in the middle price segment.
The delivery market is growing along with prices and competition
Restrictions on the operation of catering outlets by the authorities have led to an increase in the remote supply of standardized sets of ready meals.
Everything seemed obvious: in order to survive in the changed realities, it is enough to organize your own delivery service, or start working through specialized aggregators. But the reality is that the rapid migration towards courier services has made this market highly competitive and costly. The price for the services of delivery aggregators, courier services rose by an average of 30%.
Against the backdrop of increased demand, the number of players has increased. In other words, the costs of the service have risen along with increased competition, and thus the need for additional investment in marketing and control of the selling price.
Naturally, now every service has a blog in social networks, because all potential buyers are there. Therefore, much attention should be paid to the promotion of blogs. In order to get a large audience in a short period of time, you can buy Instagram followers. This method is quite cheap and effective.
But in addition to social media accounts, you must have a website.
Promotion of a website for the delivery of ready meals
Marketing tools for promoting a web resource of a ready-made food delivery restaurant do not differ much from the methods used for static sites. Although the accents in the choice and methods of advertising in their content and form have a number of specific points. Be sure to draw up a plan to promote your restaurant, calculate the budget and decide on the criteria for marketing effectiveness.
The basic and most important step in getting the maximum targeted traffic to the site. It is not recommended skipping it, trust random specialists: errors in SEO settings will not allow the resource to rank in the top Google, and can lead to site blocking.
The method is as effective as it is costly. Google Ads will give a quick result if two important conditions are met: proper directive setup and sufficient budget to get the first lines in the advertising issue.
The cost of attracting cold leads is many times higher than the cost of retaining regular customers. Maintain a database of all visitors and customers, even those who canceled the order after placing it, did not make repeated purchases, were dissatisfied with the service. With each group, it is necessary to set up their own ways of communicative influence.
In the restaurant business, advertising, by definition, should be tasty, create exceptionally pleasant associations. And most importantly, do not forget that in the promotion of services, all the little things are important, especially those related to the product itself. A fast delivered, beautifully presented delicious dish is the best way to advertise a restaurant.