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Connecting Millennial Diners Using New Mover Marketing Strategies

Written by Brittany N. Johnson
Connecting with Millennial Diners Our Town America Marketing

Modern Restaurant Management — The Millennial generation is a force to be reckoned with, not only in the housing market but also in the dining industry. As Millennial homeownership surpasses Millennial renters for the first time, restaurants have a golden opportunity to engage this valuable demographic through targeted new mover marketing strategies. Millennials have been charting a new course for home ownership, with the number of Millennial homeowners reaching a staggering 18.2 million in 2022. This surge in homeownership came later in life for Millennials compared to previous generations, primarily due to rising home costs, high student loan debt, and stagnant wages. However, with these challenges gradually subsiding, Millennials are now embracing homeownership, providing a lucrative target audience for restaurants. The foodservice industry, set to generate $997 billion in sales in 2023, is fiercely competitive. To stay ahead of the curve, restaurant operators are strategically directing their focus towards Millennial diners. Millennials’ preference for convenience, experiences, and socializing has led them to eat out more frequently than previous generations. With an increasing number of Millennials spending more on dining out each year, it is evident that restaurants that successfully cater to this generation stand to gain a competitive edge. One of the key attributes of Millennials is their affinity for technology and online platforms. To connect with them effectively, restaurateurs must reach out to them in their digital habitats, where they spend a significant portion of their time. Whether it’s discovering and researching new restaurants, reading reviews, making reservations, or utilizing food delivery services and apps, restaurants must adopt a robust online marketing program. For busy restaurant operators, staying on top of an online marketing program can be challenging. This is where new mover marketing comes into play as an additional, hassle-free strategy to tap into the millennial diner market and cultivate a loyal customer base. New Mover Marketing offers several perks for restaurants seeking to engage with Millennial homeowners: High ROI: New movers are in need of various products and services as they settle into their new homes. By reaching out to new residents early, restaurants have a higher chance of converting them into customers. These recent movers are also more open to trying new eateries and establishing long-term relationships, which can significantly contribute to revenue growth. Less competition: New movers haven’t yet formed brand loyalties or relationships with local businesses, presenting restaurants with a unique opportunity to capture their attention before competitors do. With fewer establishments vying for their business, restaurants have a greater chance of standing out and gaining a foothold in the market. Building lasting relationships: Acquiring customers who have recently moved can lead to long-lasting relationships. By providing quality cuisine and exceptional customer service, restaurants can turn new movers into loyal patrons who continue to support the business for years to come, ultimately contributing to sustained business growth. Targeted audience: New mover marketing allows businesses to target a specific audience segment with precision. By focusing on individuals who have recently moved, restaurants can tailor their marketing messages and offers to address the unique needs and preferences of this audience. This targeted approach can lead to higher response rates and increased engagement. Community engagement: Targeting new movers provides restaurants with an opportunity to establish themselves as active participants in the local community. By engaging with new movers through personalized marketing efforts, restaurants can create a positive impression and build relationships within the community, thereby enhancing brand reputation and fostering a sense of trust. To take advantage of this marketing opportunity, restaurants can consider welcoming new movers with a free meal, a gesture that can fill dining rooms and bolster a loyal customer base among new Millennial residents. By embracing new mover marketing strategies and catering to the preferences of the Millennial generation, restaurants can forge lasting connections with this valuable demographic, ensuring their success in the ever-competitive foodservice industry. Source: Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Restaurants Build a Loyal Customer Base by Offering Freebies

Written by Brittany N. Johnson
Restaurants Build a Loyal Customer Base Modern Restaurant Management Our Town America Marketing

Modern Restaurant Management — A 10-percent discount for a local restaurant is of course appreciated, but when looking to grab the attention of new customers – offering free food via direct mail has proven to be a more effective strategy. Benefits of Restaurant Freebies Everyone enjoys getting things for free. Whether it’s a side of fries, a bread basket, or a birthday dinner, the psychology of freebies is innate. Free food leverages the principle of reciprocity: when someone gives you something, you usually feel obligated to provide a benefit in return. A free meal helps create lifelong customers. Nearly 65 percent of a company’s business comes from existing customers, and 43 percent of customers spend more money at businesses they frequent regularly. Discounts can briefly generate an increase in sales, but they generally attract bargain hunters who will turn to another brand at the first sign of a better deal. Offering strategic freebies helps form relationships and delivers real value. A freebie is an easy way to improve customer service and form a loyal relationship with a customer. It’s also a great tool to highlight new menu items and products. Customers expect great customer service; retention is significantly less expensive than having to continuously add new customers. At least 88% of customers have higher customer service expectations than in the past, according to a survey conducted by Hubspot. Direct Mail Freebies Reach Targets Sending free offers via direct mail is an efficient way to reach your customer demographic. You can blanket a zip code or send the message straight to existing customers. Many companies rely on email to reach existing customers. While email can be effective, it often gets lost in the shuffle. In 2023, experts predict 347.3 billion emails will be sent and received each day, according to Statista. The average American worker spends 28 percent of their time managing their email inbox, McKinsey & Company reports. When you combine email with other electronic forms of communication, such as texting and instant messaging, it’s no wonder Americans are suffering from communication overload. Postcards are a tangible token people still appreciate in our digital world. New Mover Marketing Relies on Freebies New mover marketing relies on reciprocity to help small businesses add loyal customers by using direct mail to reach new households before they form relationships with competitors. Nearly 27.1 million people moved in 2021, and trends indicate a growing number of people are making long-distance moves. The National Association of Realtors tracks migration. They revealed people are leaving California, New York and Illinois for warmer climates, such as Florida, Texas and the Carolinas. Amidst the chaos of unpacking boxes and turning their new houses into homes, they must form new routines and try out local businesses. New residents are crunched for time and searching for ways to lighten the load as they adjust to their new location. A direct mail gift certificate is a welcome gesture they won’t forget. Loyalty Programs Add Value Provide a solid customer service experience and deliver a great product to drive repeat visits. To help generate repeat business, restaurants should consider offering a loyalty program for valued customers. Loyalty programs vary, depending on the type of food you serve. A coffee shop may offer free coffee after six visits. A pizza delivery location might add a medium one-topping pizza for free if you opt for carryout. Some upscale eateries gift a free birthday meal to regular customers so they can be part of someone’s special day. You even have the option of running a supplemental digital marketing campaign to both the new movers in your list as well as additional consumers in your desired geographical region. Take steps to create a marketing strategy that includes offering freebies. It will help you add new customers and ensure the goodwill of your regular diners. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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Unique Ways Restaurants Can Use QR Codes to Drive Sales

Written by Brittany N. Johnson
Restaurants Use QR Codes to Drive Sales Our Town America Marketing

Modern Restaurant Management Magazine — As the impact of the pandemic wanes, restaurant owners should evaluate the contactless service options they implemented to keep customers and staff safe to see how they can help drive sales. When restaurants got the green light to reopen their dining rooms, they implemented a host of safety procedures to prevent the spread of germs. Restaurants across the country shelved their paper menus and turned to digital options to reduce touchpoints. To go contactless, customers scanned a small black and white square called a QR code on their mobile device to see a digital copy of the menu. Although the new tool required many restaurant staffers to serve dual roles as waitstaff and technical consultants, using QR codes was a resounding success. Some restaurants even took safety a step further by eliminating in-person ordering and offering contactless payment. At least 45 percent of Americans preferred reading the menu, ordering, and paying with their phone to reduce touch points during the pandemic, according to an online survey of 2,081 people conducted by Appetize. Contactless options are also helping restaurant owners weather the labor shortage. Nearly three out of four restaurants said automated tools and integrated apps are helping them fill the gaps during the current labor crunch, Square reported. The digital provider recently partnered with Wakefield Research to survey 500 restaurants and 1,000 consumers. QR codes are nothing new. QR codes were invented in 1994 by Denso Wave, a Japanese-based subsidiary of Toyota, to track vehicle parts during manufacturing. They hit the mainstream back in 2002 when technological advancements enabled a QR-code reading feature to be added to mobile phones. While the adoption of QR codes ramped up gradually, they became ubiquitous during the pandemic as people relied on their phones to do business. While QR codes are a great tool for contactless service, they have a wide variety of uses, particularly when it comes to marketing. Restaurants can capitalize on the growing familiarity of QR codes to help drive sales. Here are a few easy ways you can provide better customer service and increase profits by using QR codes. Feedback. One of the best ways to connect with your customers is to listen to their feedback about their dining experience. Having great online reviews can also help drum up business. At least 63.6 percent of consumers are “likely” to read a Google review before visiting a business. Restaurants can use QR codes to solicit feedback by guiding them to Google, Yelp, Facebook, and TripAdvisor, where they can type their opinion on your restaurant’s food and service. QR codes are a great way to collect data on customer experience. Direct customers to an online survey regarding their dining experience by using a QR code. Direct Mail Campaigns. Despite the growth in online marketing through email and social media, direct mail remains one of the best tools for promoting your restaurant. Zoom fatigue and crowded email inboxes make a tangible postcard that arrives in your mailbox stand out. Every Door Direct Mail® (EDDM) postcards and new mover marketing campaigns are great tools for getting the word out about your business. EDDM allows you to send postcards to an entire zip code or filter your options by age, income, or household size. New mover marketing gives your restaurant the chance to capture new customers before they form loyalties to other businesses. Adding a QR code to your mailer can provide customers with more information about your eatery. The landing page for your QR code might be your menu, your location details, or get creative and showcase a video clip of your chef creating a new dish in the kitchen. The opportunities are endless. Boost Social Media. Approximately three out of 10 United States adults are “online almost constantly,” the Pew Research Center reported. Facebook has more than 2.9 billion users worldwide, including nearly 177 million people in the U.S. Clearly, social media allows you to reach potential customers where they spend their time, but growing your following can be an uphill battle. Add a QR code to your marketing materials leading people to your Facebook page. If your restaurant is on multiple social media platforms, you can create a QR code that displays multiple platforms on one mobile-optimized page. Promotions. Drum up traffic to your restaurant by using a QR code to guide people to a new special or BOGO offer. Having the offer on their phone will make redemption a breeze. Book Reservations, Join Waiting List. As new technology advances and customers are able to book reservations and join your waiting list online, make their life easier by providing them with a QR code to point them in the right direction. Housekeeping Details. In addition to digital menus, ordering, and contactless payment, QR codes are a great tool for other housekeeping concerns, such as Wi-Fi login, hours of operation, directions, and dress code suggestions. QR codes are no longer just for menus. The consistent application of QR codes can help you maintain safety standards, streamline operations, fuel marketing efforts, and improve customer service. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]

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