Best Practices

Incorporating Influencers into Your Restaurant Marketing

In a digital era where we are surrounded by content, it is increasingly important for brands to stand out and reach segmented audiences.  One effective way to drive brand engagement and awareness is to partner with “food influencers” to produce content. These digital tastemakers hold the ability to create delectable content that resonates with audiences, making them an invaluable asset for restaurants seeking to engage and excite prospective customers.

Choosing the Right Food Influencers 

When partnering with food influencers, it's crucial to align your brand's values, target audience, and  style. Thorough research is key to identifying influencers who genuinely share your vision. Understanding their follower base, including their age range, location, and interests, will help you gauge the potential impact of the partnership. By finding the perfect fit, you can create an authentic collaboration that elevates your brand and attracts an audience genuinely interested in what your restaurant has to offer. 

Establishing an effective outreach process is crucial when engaging with influencers. While there are several platforms available to identify influencers that align with your brand, the process can be as straightforward as reaching out directly via Instagram or using the email addresses associated with their accounts. Take note of the influencers followed by other foodie influencers, paying close attention to their follower count. Nano influencers, those with under 10,000 followers, may be more accessible and budget-friendly options to consider.

Strategies for Effective Food Influencer Partnerships

When it comes to partnering with influencers, there are various strategies you can employ to create engaging collaborations. One idea is to host influencer events, where you invite influencers to experience your restaurant firsthand and share their experience with their followers.This is particularly effective for fast-casual restaurants who often have empty dining rooms due to the popularity of takeout in these operations. Another approach is to offer behind-the-scenes kitchen tours, allowing influencers to get a glimpse of your culinary process and share the behind-the-scenes story with their audience. 

To initiate and maintain successful partnerships, open communication, clear expectations, and mutual benefit are key. Establish a rapport with influencers by clearly communicating your goals and expectations for the collaboration. This ensures that both parties are aligned and working towards a shared vision. It's also important to offer appropriate forms of compensation, such as gift cards or comped visits, to show appreciation for the influencers' efforts and incentivize their participation. Cross-promotion is another valuable strategy where you can collaborate with influencers to promote each other's content or offerings, further extending your reach and enhancing the partnership's overall impact.

Evaluating the Effectiveness of Food Influencers

When it comes to evaluating the success of your influencer marketing campaigns, tracking key performance indicators (KPIs) is essential. Some crucial KPIs to monitor include reach, engagement, website traffic, and conversion rates. To accurately attribute the success of specific campaigns to influencer partnerships, consider using unique tracking links, promo codes, or surveys. These tools allow you to directly link conversions or customer feedback to the influencer's promotional efforts.

 From a sales perspective, GoTab’s Fast Casual POS provides operators with real time reporting & analytics to correlate campaigns with actionable sales data; these insights can help gauge the effectiveness of influencer campaigns in terms of revenue generation.

Food influencers have emerged as influential tastemakers in the digital age, shaping consumer preferences and behavior in the restaurant industry. Their unique ability to captivate audiences, coupled with their authenticity and expertise, make them invaluable partners for restaurants seeking to elevate their brand in the competitive digital landscape. By strategically collaborating with food influencers, restaurants can expand their reach, increase brand awareness, and ultimately drive customer engagement and loyalty.

Schedule a demo today and learn more about our Fast Casual POSto see how GoTab can benefit your business. 

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Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.

The Situation

Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.

The Solution

Reducing Staff Touch Points Without Sacrificing Guest Experience

Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.

“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.

“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.

The Benefits

Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.

Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.

Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

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