As a restaurant marketing consultant and as a restaurant influencer (I have 117k followers on my Instagram account), I get asked all the time about using influencers to help market a restaurant. This is a marketing channel that I 100% back, support and use at my restaurant, Handcraft Burgers & Brew but also for the restaurants I am consulting for.
Influencer marketing is a great way to get awareness in your local market from a trusted source. Its also a great way to get outstanding user generated content that you can share on your social channels.
Notice I used "awareness" not "acquisition." Influencer marketing is a great way to be found and become part of someone's discovery consideration set. Just better make sure that your content is awesome, you reviews are great and that its easy to find you, order online and or book a reservation.
If you are using influencer marketing, great. I recommend it as an "always on" channel, just like Google Search Ads or Facebook / Instagram ads. A one and done campaign with influencers won't yield much outside of a small spike in awareness.
So how do you nail down your influencer marketing? Use this tactic:
Assuming you are inviting lots of influencers to come by, over time, 8-10 of them will really stand out. Their content will look great, they're super friendly, they'll love your food, get your brand and ultimately represent you well. Awesome. That is your VIP influencer team.
The VIP influencer team gets constant invites to come back. New menu? New store? New LTO? New way to order? Send them an invite to come try it. Treat them as if they were your most important guests or your investors.
You can also give them a gift card that allows them to order any time they want. Make sure they meet your Chef and key staff members.
Make sure they always feel welcome and they will be more than happy to help you.
If you have other questions about influencer marketing, send me an email and ask! firstname.lastname@example.org
For more restaurant tips, tricks and tactics, check out my newsletter on LinkedIn.
WHAT DOES REV DO?
*I help restaurants to build guest marketing programs.
*I help hospitality tech companies with lead generation and content marketing.
Need help? reach out: email@example.com
Branded Strategic, Head of Revenue Marketing