Millennials are the largest generational group in the United States, and hold about $200 billion in annual buying power. The understand that fast-food is unhealthy, although they enjoy the quick and convenient aspect of it. Therefore millennials have become dominant buyers in the fast-casual restaurant industry. Millennials are the main consumer of fast-casual and Snapchat, so why not combine the two?
If a restaurant is interested in using Snapchat as a way of social marketing, they should begin by spreading the word on their other social media channels such as Twitter, Facebook or Instagram. Adding their Snapchat name to any promotions or campaigns will help them gain a strong follower base. Once an account has a follower base the restaurant can begin enticing customers to follow them on Snapchat by sending promo codes and coupons through the app. For example, is someone adds a restaurant on Snapchat, the restaurant can respond with a reward that they can redeem for 5% off or free delivery. This makes the promotions seem more personalized and exclusive. It also will encourage word-of-mouth promotions.
Snapchat use can also be promoted while in the restaurant. The restaurant can create Geofilters for their locations so customers do the advertising themselves. When they are presented with a beautiful dish they may Snap a photo and swipe to the right to add the Geofilter before they even take a bite! Restaurants can also encourage on-premise Snaps to help engage customers even further while they are in the restaurant. For example, if they Snap a photo at the restaurant and post it, they could receive 10% of their meal.
Another important aspect of using Snapchat in restaurants is to be able to go behind the scenes. Customers enjoy seeing how their food is made, how fresh the ingredients are, and where the shipments are coming in from. Show them that! Restaurants should show their followers how clean their kitchen is and how colorful their fruits and veggies are! It is also just as important to show case the personality of the chef and staff, and show that your restaurant is friendly and knows how to have a good time!
Sources
https://www.foodabletv.com/blog/2016/7/26/snapchat-an-unexpected-restaurant-marketing-tool
http://get.grubhub.com/blog/snapchat-101-a-guide-for-restaurants.html
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