Pizza Today - June 2022 - 35

E-MAIL
SOCIAL
MEDIA
SEO
REMARKETING
CAMPAIGN
here is a free pizza, we appreciate it if you
take that review down,' " Berry says. " The
person might say, 'I get it, they reached out
to me, they are willing to give me some
food, I will take that review down.' "
Full strategy
According to a survey by the platform
Popmenu, restaurants are planning to step
up their digital game to attract and serve
guests in 2022. Many experienced increased
sales and efficiency through tech usage
in 2021, and 51 percent plan to automate
more online operations over the next
12 months while 41 percent plan to automate
more on-premise operations.
" We're seeing greater investment in
more personalized outreach, at a higher
frequency, through automation, " says Justin
Krivanek, vice president of marketing for
Popmenu. " For example, more restaurants
are using interactive menus that enable
guests to like, review and share specific
dishes. When a guest takes an action like
placing an order or writing a review, it automatically
triggers a remarketing campaign
that is based on the guest's behavior and
preferences. "
An example of a remarketing campaign
is if a guest leaves a review that the restaurant
decides to publish, it could then trigger
an automated text or e-mail that says, " Your
review put a smile on our faces. We hope
10 percent off your next online order puts a
smile on yours! "
That's just one part of what digital
marketing looks like today. Krivanek says
restaurants are taking many actions towards
updating their digital marketing. They are
investing in SEO-driven websites so they
come up higher in Google search results,
and leveraging their online menu as a
marketing asset with a more engaging,
dynamic approach. They are posting several
times a week on social media and sending
mass texts and e-mails every week, if not
more often. They're also using on-premise
tech such as digital waitlisting to gather
guest information for remarketing. " Every
digital touch point with a guest is a revenue
opportunity and restaurants are taking full
advantage of it, " he says.
Text Marketing
Ordering by text is another trend. " Restaurants'
need for digital ordering and text
marketing has skyrocketed, " says Chuck
Moxley, senior vice president of marketing
for Mobivity. " Even as the pandemic wanes,
consumers expect these options, and make
choices where to order from based on being
able to order digitally and communicate via
text. "
Citing a report from Gartner, Moxley
notes that the open rate on a text message
is 98 percent, while the open rate on an
e-mail is about 20 percent. Also, Mobivity's
own research found that text subscribers
visit stores more frequently than non-subscribers,
and once a consumer joins a restaurant's
text messaging program, the spend
and visit frequency increases 23 percent.
" You want to ensure your pizzeria is
one of the brands they're already engaging
with, " Moxley says. " After the logistics
are nailed down and you start building an
opt-in database, you can refine the nuances,
like ensuring the tone of the text message is
lighthearted with an exclusive offer and call
to action. "
NORA CALEY is a freelance writer who
covers small business, finance and lifestyle
topics.
Pizza Today - June 2022

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