As the COVID-19 crisis continues and communities around the world begin to reopen, consumer behavior has started to change.
With reopening stages in full effect, some are venturing out to enjoy dining while others are still enjoying take out and delivery to play it safe. Many continue to order this way as they are unsure of dining in right away. It’s important for restaurant marketers to understand the consumer behavior shifts and dining trends in order to pivot their marketing strategies effectively. Keep reading and download our infographic to set your marketing strategy up for success.
Shift Your Marketing Strategy to Meet Consumer Behavior Changes
COVID-19 has created behavior shifts as consumers respond to uncertainty and understanding these shifts helps create a solid plan to attract diners. Competition is high as 30% of consumers said they’ll spend less dining out. Surveys also show 32% of consumers in our coverage area to plan to stick to a firm budget, and 25% will be more price conscious when buying food.
Consumers are seeking value: 46% of consumers are more interested in deals, coupons or promotions since before the Coronavirus threat happened, and 30% are spending more time reading marketing or promotions that arrive in their home mailbox. Now more than ever it’s important to ensure you are showing buyers the most value for their dollar.
Make Your Messaging Relevant
Part of updating your restaurant marketing plan includes making sure your messaging is relevant. Here are some suggestions to make sure your advertisement resonates:
- Let consumers know that you are open
- Highlight how you’ll provide a safe and enjoyable experience for diners
- Promote your available curbside or delivery options
- Consider using coupons or offers to drive traffic for both online orders and dine- in customers
Direct Mail + Restaurants = Recipe for Success
As you update your restaurant marketing plan, consider the effect of direct mail advertising and coupons on dining choice:
- 66% of diners have tried a new restaurant based on an ad received in the mail.
- 37% of restaurant customers who ordered food away from a restaurant responded to an ad/coupon in mailbox in last 30 days.
- Direct Mail drives online activity & orders: There is a 28% likelihood that direct mail will prompt online transactions.
While direct mail is proven to be influential for dining out purchases, adding it to your media mix can increase lift significantly: Advertisers achieve 39% lift in consumer awareness when print is integrated with digital campaigns vs. single media campaigns. And they get 30% lift in response when print is paired with digital media.
For more insight to help you create a successful restaurant marketing plan, download our infographic here. If you have ideas or want to talk more about integrating direct mail into your marketing strategy, reach out to us anytime. We are always happy to share our knowledge with you to help make your next campaign a big success.
Sources: Restaurant Business Online, Nations Restaurant News, AudienceSCAN, USPS, USPS Mail Moments Survey (2019), Prosper, Defining the Coupon & Value Restaurant Consumer Study (2019), retailtouchpoints.com