Drive-to-store in catering: how to do it?
Posted: Sat Dec 28, 2024 6:10 am
Drive to store includes marketing actions that aim to attract customers to points of sale . This strategy is booming because it now represents two thirds of global advertising investments, or 74 billion euros 1 . In France in 2023, 66% of French retail advertising budgets are drive-to-store 2 .
The catering sector is the 3rd sector that invests the most in drive to store in France. This sector represents 13% of the market (just behind distribution 25% and automobile 18%) 3 .
As consumption patterns have evolved, the restaurant india mobile phone number list industry must face diverse competition such as on-site catering, delivery services and mobile food trucks. Standing out therefore becomes crucial to stand out from the crowd. But how can you develop your drive to store in the restaurant industry ? Answers below!
1. Improve your drive to store in catering by making yourself visible
2. Develop your drive to store in catering thanks to geolocalized advertising
3. Feed your drive to store in catering by taking care of your customer reviews
4. Use direct marketing to optimize your drive to store in the restaurant industry
Conclusion
online visibility drive to store catering
1. Improve your drive to store in catering by making yourself visible
To attract customers to your bars and restaurants, you must start by being seen. To do this, you must work on your online presence.
Your establishments must be visible where consumers are looking for them, that is to say on the web but also on Google Maps, on GPS, on social networks and on local online directories (Horaires Commerces, Juste à côté, Here, etc.). Did you know that 78% of local searches on mobile generate an offline purchase 4 ? It is online visibility that generates in-store traffic. If your customer cannot find you, he will not go to your restaurant.
To work on your online presence , you must create a Google My Business listing, a local page on each social network and pages on local online directories. This for each of your establishments. Don't worry, a presence management platform can allow you to multi-publish your elements and save precious time. This tool even makes the link with local directories and GPS navigation systems.
Facebook profile drive to store establishmentgoogle sheet my business drive to store
Example of Google My Business listing and Facebook listing
Remember that information modes have evolved and it is now common to search for the address of a restaurant on Instagram or to type its name directly into Waze.
Working on your online SEO allows you to be visible when a customer wants to find an idea of where to go to eat, which therefore improves your drive to store !
geolocated advertisements drive to store catering
2. Develop your drive to store in catering thanks to geolocalized advertising
The second lever of drive to store to generate traffic in your restaurants is to invest in local advertising . Did you know that 68% of smartphone users have used the “Get directions” or “Click to call” options in local mobile ads 5 ?
Geolocalized ads are preferred vectors for your drive to store campaigns . Thanks to targeting, they allow you to offer prospects relevant ads because they are personalized to the catchment area , to your targets and even to the current weather! This encourages your consumers to click on them and go to your establishments!
Local ads also guarantee you a better ROI because your targeting area is finer, which limits the waste of your budget. It is also more flexible because your campaigns can be adjusted very quickly according to the observed performances. Unlike a flyer where the elements no longer change once it is printed.
To develop your drive-to-store , we advise you to deploy your geolocated advertising on the web but also on social networks.
Let's take an example: John hasn't done his shopping. He can't be bothered to go. He checks his Facebook account from the comfort of his couch. He starts to want to order a pizza. Then he comes across your geolocated ad offering him a free dessert when he buys a pizza at your point of sale 2 minutes' walk from his home. And then the miracle happens. John gets off his couch and goes to your restaurant to take advantage of your offer. What convinced him? A promotion at a restaurant near his home, broadcast at a time when he was looking for something to eat.
By offering targeted and localized advertising, you make your drive to store perform in the catering industry !
customer reviews drive to store catering
3. Feed your drive to store in catering by taking care of your customer reviews
As you already know, customer reviews are a powerful vector for your drive to store in the restaurant industry. Indeed, for 34% of French consumers, bars and restaurants represent the sector where reviews count the most 6 .
Consumers are increasingly looking for reviews of bars and restaurants before going there. They look at two things: geographical proximity and, of course, customer reviews! If they are hesitating between two establishments, for example to go to a Chinese restaurant, they will go to the one with the best rating. Quite simply.
customer reviews photos google my business pizzacustomer reviews photos drive to store google my business
Example of customer reviews left on the Google My Business listings of two restaurants
Some more seasoned gourmets will also look at the number of reviews your establishment has. If you have a rating of 4.5 with 600 reviews, they may still come to your bar compared to your competitor who has a 4.8 but only 10 reviews. The number creates credibility. But in the end, the rating still counts. 46% of Internet users say they will not go to an establishment with a rating lower than 3 out of 5 7 .
To attract customers to bars and restaurants , it is therefore essential to collect as many customer reviews as possible and then manage your responses. This is what will convince your prospects and increase your drive to store in the restaurant industry.
The catering sector is the 3rd sector that invests the most in drive to store in France. This sector represents 13% of the market (just behind distribution 25% and automobile 18%) 3 .
As consumption patterns have evolved, the restaurant india mobile phone number list industry must face diverse competition such as on-site catering, delivery services and mobile food trucks. Standing out therefore becomes crucial to stand out from the crowd. But how can you develop your drive to store in the restaurant industry ? Answers below!
1. Improve your drive to store in catering by making yourself visible
2. Develop your drive to store in catering thanks to geolocalized advertising
3. Feed your drive to store in catering by taking care of your customer reviews
4. Use direct marketing to optimize your drive to store in the restaurant industry
Conclusion
online visibility drive to store catering
1. Improve your drive to store in catering by making yourself visible
To attract customers to your bars and restaurants, you must start by being seen. To do this, you must work on your online presence.
Your establishments must be visible where consumers are looking for them, that is to say on the web but also on Google Maps, on GPS, on social networks and on local online directories (Horaires Commerces, Juste à côté, Here, etc.). Did you know that 78% of local searches on mobile generate an offline purchase 4 ? It is online visibility that generates in-store traffic. If your customer cannot find you, he will not go to your restaurant.
To work on your online presence , you must create a Google My Business listing, a local page on each social network and pages on local online directories. This for each of your establishments. Don't worry, a presence management platform can allow you to multi-publish your elements and save precious time. This tool even makes the link with local directories and GPS navigation systems.
Facebook profile drive to store establishmentgoogle sheet my business drive to store
Example of Google My Business listing and Facebook listing
Remember that information modes have evolved and it is now common to search for the address of a restaurant on Instagram or to type its name directly into Waze.
Working on your online SEO allows you to be visible when a customer wants to find an idea of where to go to eat, which therefore improves your drive to store !
geolocated advertisements drive to store catering
2. Develop your drive to store in catering thanks to geolocalized advertising
The second lever of drive to store to generate traffic in your restaurants is to invest in local advertising . Did you know that 68% of smartphone users have used the “Get directions” or “Click to call” options in local mobile ads 5 ?
Geolocalized ads are preferred vectors for your drive to store campaigns . Thanks to targeting, they allow you to offer prospects relevant ads because they are personalized to the catchment area , to your targets and even to the current weather! This encourages your consumers to click on them and go to your establishments!
Local ads also guarantee you a better ROI because your targeting area is finer, which limits the waste of your budget. It is also more flexible because your campaigns can be adjusted very quickly according to the observed performances. Unlike a flyer where the elements no longer change once it is printed.
To develop your drive-to-store , we advise you to deploy your geolocated advertising on the web but also on social networks.
Let's take an example: John hasn't done his shopping. He can't be bothered to go. He checks his Facebook account from the comfort of his couch. He starts to want to order a pizza. Then he comes across your geolocated ad offering him a free dessert when he buys a pizza at your point of sale 2 minutes' walk from his home. And then the miracle happens. John gets off his couch and goes to your restaurant to take advantage of your offer. What convinced him? A promotion at a restaurant near his home, broadcast at a time when he was looking for something to eat.
By offering targeted and localized advertising, you make your drive to store perform in the catering industry !
customer reviews drive to store catering
3. Feed your drive to store in catering by taking care of your customer reviews
As you already know, customer reviews are a powerful vector for your drive to store in the restaurant industry. Indeed, for 34% of French consumers, bars and restaurants represent the sector where reviews count the most 6 .
Consumers are increasingly looking for reviews of bars and restaurants before going there. They look at two things: geographical proximity and, of course, customer reviews! If they are hesitating between two establishments, for example to go to a Chinese restaurant, they will go to the one with the best rating. Quite simply.
customer reviews photos google my business pizzacustomer reviews photos drive to store google my business
Example of customer reviews left on the Google My Business listings of two restaurants
Some more seasoned gourmets will also look at the number of reviews your establishment has. If you have a rating of 4.5 with 600 reviews, they may still come to your bar compared to your competitor who has a 4.8 but only 10 reviews. The number creates credibility. But in the end, the rating still counts. 46% of Internet users say they will not go to an establishment with a rating lower than 3 out of 5 7 .
To attract customers to bars and restaurants , it is therefore essential to collect as many customer reviews as possible and then manage your responses. This is what will convince your prospects and increase your drive to store in the restaurant industry.