Have you ever visited a new place that had a wonderful design, striking decoration or a very cool atmosphere? Maybe a great courtyard garden, or big armchairs and a view, or playing exactly the music you love. Sometimes, it’s just about the efficiency – you can grab a really fast, delicious lunch without being rushed. Or maybe you found a new Asian place with amazing noodles – it doesn’t take long to tell your friends that they have to visit.
We know that many cafe and restaurant owners do very little active marketing, and when they’re asked about it, they say that they rely on ‘word of mouth’. Nice try! But most places have very little to remember them by – you were hungry and they fed you, or you needed a coffee and they did the job. Most places are adequate and OK, but nothing is memorable or worth telling your friends about – and very easy to forget the name! Word of Mouth can also work against you – the same people can tell their friends about slow service, drafty rooms and disappointing food.
When you understand what creates word of mouth marketing, it’s easy to set up the ‘conversation drivers’ that get people talking to their friends, and stories humming on social media. There are 5 ways to make it happen, and they don’t all have to be amazing – and there are sure to be at least 3 that you can dial up to attract a powerful response.
There are 5 key drivers for word of mouth marketing in hospitality…
1. Design and Atmosphere
Larger than life elements work well in a commercial venue – a very big mirror or paintings, giant lamp or light fittings.
Bold colours on a feature wall – things that would never be used in a home.
A wall mural done by a street artist, beautiful views or a great balcony.
Maybe you have a lush courtyard filled with ferns and greenery, or a cosy fireplace that burns during winter.
The test: is it ‘Instagrammable’? Is it something people will take out their camera to photograph and share? What can you create to make that happen?
2. Speed and Movement
Faster than usual service – quick, friendly and accurate.
A place you can go for a quick meal without sacrificing quality – tell your friends!
A lively bar with great lighting, busy bar staff and a happy crowd. There’s a real buzz!
An open kitchen where customers can see the cooks at work, with flames, energy and movement – these sightlines can be designed into the layout.
3. Generosity
Good sized portions for a great price – different to most other places that don’t offer the best value. Not cheap, and not over-priced.
Something for free that others don’t offer eg bread, bowls of rice etc.
Your business is known to support local charity groups, quietly and consistently – sharing your success.
4. Great Flavours
The taste of authentic Italian or Greek or Vietnamese or Malaysian food – whatever you offer, the flavours are impressive.
Or it might be something extra spicy and hot, appealing to a special audience who will travel miles to have it! Or vegan food with the creamy texture of dairy – anyone for ‘cheese’ cake?
Delicious cocktails that won’t break the bank (combining flavour with generosity).
Local produce is a feature – from local farmers or growers or fishing people. Make sure you tell the story, and play up the L-word – LOCAL!
5. Inside Information
Restaurant and cafe owners are always the most interesting people in the room – be ready to share a few stories and behind-the-scenes information when talking to customers.
Leverage your popularity at local events – chamber of commerce or networking events, you will be much more popular than the banker or lawyer!
Carry and hand out business cards.
Share good news – new produce, equipment, apprentice awards, future trends you’ve heard about.
Avoid talking about industry problems – nobody actually cares, they have their own issues to deal with!
Word of Mouth Marketing is working 24/7, it just needs you to keep priming the pump. It’s powerful because it comes from friends or trusted sources talking to their friends – something advertisements can never do. It’s free, in a way… but the elements that drive it need constant attention and investment.
Take action to drive more Word of Mouth…
When you improve any of the ‘word of mouth drivers’, you’re also improving the quality of the customer experience – and that leads directly to more visits and return customers.
Start by improving speed and generosity – that may just need simple tweaks, and the results can be fantastic!
Want to get some 1 on 1 help? Talk to one of our coaches
Want the Action Sheet ? Click Here
Have you ever visited a new place that had a wonderful design, striking decoration or a very cool atmosphere? Maybe a great courtyard garden, or big armchairs and a view, or playing exactly the music you love. Sometimes, it’s just about the efficiency – you can grab a really fast, delicious lunch without being rushed. Or maybe you found a new Asian place with amazing noodles – it doesn’t take long to tell your friends that they have to visit.
We know that many cafe and restaurant owners do very little active marketing, and when they’re asked about it, they say that they rely on ‘word of mouth’. Nice try! But most places have very little to remember them by – you were hungry and they fed you, or you needed a coffee and they did the job. Most places are adequate and OK, but nothing is memorable or worth telling your friends about – and very easy to forget the name! Word of Mouth can also work against you – the same people can tell their friends about slow service, drafty rooms and disappointing food.
When you understand what creates word of mouth marketing, it’s easy to set up the ‘conversation drivers’ that get people talking to their friends, and stories humming on social media. There are 5 ways to make it happen, and they don’t all have to be amazing – and there are sure to be at least 3 that you can dial up to attract a powerful response.
There are 5 key drivers for word of mouth marketing in hospitality…
1. Design and Atmosphere
Larger than life elements work well in a commercial venue – a very big mirror or paintings, giant lamp or light fittings.
Bold colours on a feature wall – things that would never be used in a home.
A wall mural done by a street artist, beautiful views or a great balcony.
Maybe you have a lush courtyard filled with ferns and greenery, or a cosy fireplace that burns during winter.
The test: is it ‘Instagrammable’? Is it something people will take out their camera to photograph and share? What can you create to make that happen?
2. Speed and Movement
Faster than usual service – quick, friendly and accurate.
A place you can go for a quick meal without sacrificing quality – tell your friends!
A lively bar with great lighting, busy bar staff and a happy crowd. There’s a real buzz!
An open kitchen where customers can see the cooks at work, with flames, energy and movement – these sightlines can be designed into the layout.
3. Generosity
Good sized portions for a great price – different to most other places that don’t offer the best value. Not cheap, and not over-priced.
Something for free that others don’t offer eg bread, bowls of rice etc.
Your business is known to support local charity groups, quietly and consistently – sharing your success.
4. Great Flavours
The taste of authentic Italian or Greek or Vietnamese or Malaysian food – whatever you offer, the flavours are impressive.
Or it might be something extra spicy and hot, appealing to a special audience who will travel miles to have it! Or vegan food with the creamy texture of dairy – anyone for ‘cheese’ cake?
Delicious cocktails that won’t break the bank (combining flavour with generosity).
Local produce is a feature – from local farmers or growers or fishing people. Make sure you tell the story, and play up the L-word – LOCAL!
5. Inside Information
Restaurant and cafe owners are always the most interesting people in the room – be ready to share a few stories and behind-the-scenes information when talking to customers.
Leverage your popularity at local events – chamber of commerce or networking events, you will be much more popular than the banker or lawyer!
Carry and hand out business cards.
Share good news – new produce, equipment, apprentice awards, future trends you’ve heard about.
Avoid talking about industry problems – nobody actually cares, they have their own issues to deal with!
Word of Mouth Marketing is working 24/7, it just needs you to keep priming the pump. It’s powerful because it comes from friends or trusted sources talking to their friends – something advertisements can never do. It’s free, in a way… but the elements that drive it need constant attention and investment.
Take action to drive more Word of Mouth…
When you improve any of the ‘word of mouth drivers’, you’re also improving the quality of the customer experience – and that leads directly to more visits and return customers. Start by improving speed and generosity – that may just need simple tweaks, and the results can be fantastic!
Want to get some 1 on 1 help? Talk to one of our coaches
Work out some 1% wins from better Word of Mouth Marketing:
Faster service leads to increased sales with the same labour:
One Week Sales = $______ – divide by 100 = $______ X 52 = extra $________
Increased customer numbers because of your reputation for generosity:
One Week Sales = $______ – divide by 100 = $______ X 52 = extra $________
Check the other useful blog posts on the Foodie Coaches website…