Wondering how to use your website to gain more diners for your restaurant? Or maybe you have already figured out the power of blogging and are stuck for ideas? In today’s blog post I want to share with you the key reasons why you should be blogging as a restaurant business owner and give you some blog post ideas to get you started.
Why blogging for your restaurant business matters in 2021
Imagine that only 2% of your social media followers see your posts. That’s a tiny fraction of your audience who are likely to see the value you are adding in content for them. Their reaction and engagement with that same post will also indicate to the platform’s algorithm how much they should share and extend your content’s reach. If the reaction and engagement is poor, then you won’t gain any extended reach through the platform for that post (beyond hashtags and search).
Now imagine that around 1% of those people who viewed your post are likely to click-through to your website, via a link you added to that social media post, or in your bio.
That’s a fraction of a fraction. Now do you see why using social media for your restaurant alone is NOT a good online marketing strategy!
Blogging for business matters, now more than ever, as we enter the second quarter of 2021 and there is a roadmap for lifting restrictions post pandemic. It is because blogging creates viable content for your website that draws traffic in from search engines, the biggest traffic driver your website has. I see it with my own website and with client’s websites, around 90% of traffic comes from search engines, mostly Google.
With targeted blog posts you can attract not only local interest from potential diners, but they can also book directly on that same site, without having to go anywhere else. Targeted content can also highlight your restaurant to the industry and its press, which can in turn open other marketing opportunities.
Keep that in mind while I also highlight how fellow restaurant owners are using the following stats to vie for more of the market, especially since Covid hit.
Recent Food Industry Stats:
In the US in 2019, 51% of diners ordered, or booked directly from a restaurant’s website, 38% used an online ordering aggregate site, while 29% used an app to order. (Toast Restaurant Success Report). This grew in 2020, because of the pandemic.
Due to COVID-19, it is projected that by the end of 2021, there will be 44.1 million users of food delivery apps in the U.S. (eMarketer, Aug 2020). Similarly it is expected that diners will continue to use table booking apps and restaurant websites to quickly and easily book tables.
90% of guests research a restaurant online before actually going there (Upserve, 2019)
35% of guests discover restaurants through online reviews and the restaurant’s website. (Toast Guide to the Restaurant Guest, 2020)
92% of diners read restaurant reviews before booking (Upserve, 2019)
Your competitors have understood this and are actively creating and marketing for work during lockdown and after. For their efforts they are already ranking on Google (and if they did miss the boat, then here’s your opportunity to get there before them!)
Now ask yourself, is it really wise not to create marketing content directly on your website, such as a blog?
Simply put, “No it isn’t!”
83 restaurant blog post ideas for when you are stuck
One of the best ways to create fresh marketing content that Google loves is to blog directly on your website. These individual pieces of content are not only great at inspiring potential diners to book a table, or a takeaway, but they are also gold-dust for search engines who want to index more great content for their users.
Of course, what you post and how you write it matters, but that’s where a marketing freelancer like me comes into play. I can create blog posts that are highly targeted, so you get more traction with every piece.
If you are going it alone and creating this content for yourself, then I have a few ideas for your restaurant blog post.
Diners experience
Diners want to know exactly what the experience of dining with you is like and while they will read your reviews, it's good for you to talk with them directly.
Try these;
how to book a table with us
when to book for Christmas with us
how to plan a birthday meal with us
how to plan a celebration meal with us
how we cater for vegetarians/vegans
how we cater for celiacs
how we handle your food allergies
is service included in your meal?
opening times and services (lunch, dinner and takeaway)
how to book your takeaway
do you cater for working lunches? Is there a private room? Do you offer off site catering?
do you cater for weddings? Is there a private room? Do you offer off site catering?
work a recent review into a blog post highlighting your customer service
The Menu
Following on from experience, diners want to understand your menu.
Try these;
new menu unveiling
new dishes
seasonal additions
special menu items
special occasion menus
how you created your new menu
what inspires a new menu
menu FAQs
which dishes should you pair with which wine?
a recipe from your menu (something you do not mind giving away)
staff dining menu picks
staff lunch menu picks
staff takeaway menu picks
wine list - tasting notes
cocktail list - tasting notes
Ingredients and suppliers
More than ever consumers are making choices based on their understanding of origin and whilst the food industry may have a long way to go in educating consumers, your blog is a great place to start educating your very specific diner.
Try these;
an interview, or feature with a new supplier
why you have chosen to work with a supplier
how you select suppliers
how you select the right ingredients
how you select the right wines
seasonality - why it matters
supporting local businesses
chef’s favourite ingredients
Events
This is all part of the experience you offer clients, so try these;
upcoming special events
a look behind the scenes of a recent special event
a look behind the scenes at a booking you wish to highlight - could be a birthday celebration, a working lunch, or a wedding
what events you host at the restaurant and how to book
About the restaurant
This is all part of your origins and brand identity and opening up your business to invite customers into the fold.
Try these;
meet the owners
meet the chef
meet the staff
the history of the building
the history of the restaurant
does your restaurant support your community or a charity?
does your restaurant support local businesses, how and who?
a piece about a recent press visit, or feature article
about a recent award you won
about the chef’s recent awards
behind the scenes - how you get ready for service
behind the scenes - how you get ready for events
behind the scenes - how you get ready for seasonal dining (Christmas, etc)
Industry trends
Showing you understand what’s happening in your industry shows your understanding and embracing change.
Try these;
what is happening in the food industry that is affecting, or reshaping the restaurant?
trends you don’t agree with in the industry
trends you do agree with in the industry
how a food trend (or trends) affect your menu
what you are doing to reinvent…
what you are doing to match industry changes in...
How to/Guides
Customers want to be inspired, not just to dine with you, but to have you as a brand in their back pocket. During lockdown many brands released their secret recipes for famous dishes, or treats so that customers could attempt to recreate them at home. The idea could be easily extended.
Try these;
how to cook with...
how to choose a wine with your meal
how to cut your steak
what is the difference between rare and medium rare steak
how to season during cooking
how to season your food at the table
how to cook seafood
how to cook turkey for Christmas
how to work with the restaurant to propose to you girlfriend
how to work with the restaurant to surprise your (family, mum, wife, husband, etc)
how to work with the restaurant to deliver the perfect wedding reception
a guide to simple table etiquette
Lists
Google loves lists, especially those they can use in their recent feature, Google’s Featured Snippets. Showing up with your content in this spot effectively gives you page 1, position #0 (yes, that does say zero). You can’t get higher than that unless you pay for ads!
Try these;
5 most popular menu items
10 ingredients we use in the kitchen every day
5 new food trends coming to a plate near you
5 Christmas side dishes
10 simple etiquette rules for dining out
3 perfect dishes (from your takeaway menu) for a Friday night with the girls
3 perfect dishes (from your takeaway menu) for a Friday night with the lads
3 perfect dishes (from your takeaway menu) for family night
3 perfect dishes (from your takeaway menu) for movie night
3 perfect dishes (from your takeaway menu) for working lunches
3 perfect menu ideas for your wedding dinner
3 perfect menu ideas for your wedding buffet
I’m sure this list is going to get you thinking and creating with gusto!
If you need a copywriter to create compelling copy, someone who understands how to reach your target customer, fill in the project brief form below!
