Restaurant franchises are big business, especially when they’ve managed to break ground from coast to coast, and have developed an international following. The use of digital marketing initiatives has allowed restaurant franchises to build upon their initial reputation to drive brand awareness and attract new patrons, and online reviews are one very important facet of that overall equation.
Today’s most successful restaurant franchises have discovered that harnessing the potential of these reviews can be a game-changer when it comes to boosting sales and establishing a strong brand reputation. With platforms like Yelp, Google Reviews, and TripAdvisor becoming essential sources of information for potential diners, savvy restaurant franchises are recognizing the value of leveraging online reviews as a key ingredient in their recipe for overarching success. If you’re a franchise owner looking to expand your location’s reach and reputation, the following tips could prove highly beneficial.
REMEMBER THE IMPORTANCE OF TRUST
When it comes to dining out, experience is everything. The right kind of experience can go a long way towards building trust and credibility, and online reviews serve as free word-of-mouth recommendations that allow potential new patrons to hear about the experiences of others before making a decision. In fact, positive reviews can build trust in your particular franchise location, even if you’ve only been operating for a short while.
While the overall brand strength of your parent franchise might be solid, most people realize that individual locations vary in terms of food quality, service and overall experience. If you’re hitting all the marks and earning stellar feedback from your patrons, encourage them to share their positive experiences online, as these endorsements can be a powerful tool in attracting hungry new patrons eager to try something new.
DIRECT CUSTOMER ENGAGEMENT IS A PLUS
Online review platforms provide opportunities for direct engagement with your patrons, and that’s a level of service that money simply cannot buy. Choosing to respond to both positive and negative reviews demonstrates that your restaurant franchise location values customer feedback, and is committed to providing excellent service, even if you’ve stumbled a bit along the way.
Acknowledging positive reviews with graciousness and gratitude shows appreciation for your loyal patrons, while addressing negative feedback in a professional and empathetic manner can help ease tensions, while showing others your sincerity. This comes with caveats, however. Blanket apologies over negative feedback can feel scripted and dishonest, so make sure to address each individual concern as they come. Take note of what unhappy patrons are saying, and acknowledge it, while also using that feedback as a means to fix problems in your day-to-day operations and/or staffing.
IRE ALLOWS FOR IMPROVEMENT
Once again, constructive criticism from online reviews can prove invaluable when it comes to improving your restaurant’s quality of food, service and atmosphere. Analyzing feedback will provide you with a wealth of information you can use to identify areas that need attention. For instance, a patron may complain about the excessively loud music or sports game playing on the restaurant TV.
You, however, may have thought nothing of it. Use this feedback as a stepping stone to enhance customer satisfaction and overall experience, even if it means compromising a little to try and make everyone happy. The most successful restaurant franchises got where they are today by caring less about customer praise, and more about negative feedback.
SET YOURSELF APART FROM THE COMPETITION
Highlighting your restaurant franchise’s individual strengths is essential for attracting new customers, and online reviews can accomplish this by mentioning specific dishes, a pleasant ambiance, and the quality of customer service. If your restaurant franchise has a signature dish or limited time offering that is making waves, a local event that gives back to the community, or fantastic and friendly service staff, these will more than likely be mentioned in reviews by happy patrons.
Don’t rest on that feedback. Instead, use these points to your advantage by incorporating them into your overall marketing strategies. When potential customers read about what makes your franchise location special, they’ll be more inclined to give it a try. You might be one part of a much larger franchise chain, but your location is unique unto itself, and that can be leveraged for future success.
SEARCH ENGINE PERKS
Online reviews also play a crucial role in your restaurant’s online visibility, which is absolutely vital for doing business in today’s digitally connected ecosphere. Positive customer reviews will contribute to higher ratings on search engines and review platforms, which in turn can drive business without you having to lift a finger.
When potential customers search for restaurants in your area, higher ratings and a greater quantity of reviews (the more positive the better) can make your franchise stand out in a huge way. This increased visibility translates into more foot traffic, higher sales, new business opportunities, and the ability to attract talented new staff members. Therefore, it’s always good to humbly encourage satisfied customers to take a few minutes and leave a stellar review. The results could pay dividends for years to come.
LEVERAGE INCENTIVES AND LOYALTY PROGRAMS
If you’re having trouble getting even the happiest customers to leave reviews, they may have forgotten about it before they had the chance. A good way of battling this phenomenon is to offer customer incentives and loyalty programs as an extra level of incentive. For instance, your franchise location could offer a return visit discount or a free dessert for customers who leave a review after successfully submitting their review online. Additionally, you might consider launching a loyalty program which rewards repeat customers with exclusive perks, which will give them some VIP status. These strategies not only encourage more reviews, but also build a loyal customer base that continues to drive sales and repeat business.
CONCLUSION
Be honest – you thought online reviews were just a small part of the overall digital marketing equation, but there’s more to them than meets the eye! By harnessing the power of online reviews, you can accomplish several of your franchising goals at once, all without having to invest tens of thousands of dollars in complex marketing campaigns. Word-of-mouth is still the best way to drive business, particularly in an interconnected age. The key is to maintain an impeccable level of customer service, a strong, welcoming atmosphere, and of course, fantastic food and drink that keeps patrons coming back for more.
Interested in opening your first restaurant franchise so you can watch those 5-star online reviews roll in? There’s nothing else like it, so contact St. Louis Bar & Grill today, and we’ll get you started. Our franchising model has resulted in breakaway success across the country, and we are always tapping into lucrative new markets. Join our franchisee family today, and share in the success!
