recovery mindset:
A Phased Digital
Media Approach
for Restaurants
recovery mindset:
A Phased Digital
Media Approach
for Restaurants
identity-first mindset:
A Phased Digital
Media Approach
for Restaurants
recovery mindset:
A Phased Digital
Media Approach
for Restaurants
Use digital marketing to successfully adapt to the changed restaurant industry—and strengthen your business for the future.
State of the industry
To say a lot happened to the restaurant industry in 2020 is an understatement.
During last year’s pandemic-induced shutdown, QSR and fast casual chains adapted quickly with delivery and takeout—but they still felt an impact. Even Grubhub noted that business dropped 75–90%.
Casual and fine dining establishments scrambled to introduce dine-out options, but many halted their business completely. Datassential found that 44% of fine dining restaurants closed completely, hoping to ride the situation out.
Now that everything’s starting to slowly return to normal for the industry, restaurant marketers need a plan to help business get fully back on track. Read through this guide to learn how to optimize your digital marketing to reach a full recovery.
We’re here to help restaurant marketers boost short-, near- and long-term business opportunities.
Customer knowledge is key
While many brands have data on their guests, they struggle to make it actionable. Essentially, restaurant marketers have acquired a wealth of data through the pandemic that they are now struggling to activate.
Prior to COVID-19, Epsilon found that 82% of restaurants weren't confident in their understanding of guests after they dine with them. That’s because many restaurant brands can’t tie pay information back to an individual if they aren’t part of their loyalty program already.
Now that delivery and takeout have taken off, brands can better understand their guests through a digital lens. By knowing what customers ordered, how much and when, marketers can tailor content to each guest and make messaging more relevant and personal.
Why digital media now?
Cuts through the email chaos.
The pandemic caused an influx of email, and the trend isn't subsiding. Display advertising is an efficient option to bypass crowded inboxes and extend your messaging across channels, while still maintaining the attention of your guests.
Why digital media now?
Allows on-the-fly updates.
Ad formats can adapt to the changing needs of consumers. The dynamic structure of these ads brings your message to life, supports ongoing LTO offers and gives you the ability to quickly adapt your messaging—all while remaining practical.
Why digital media now?
Creates accountability with 1:1 measurement.
Budgets are returning to pre-pandemic levels, but marketing is still under a lot of pressure to prove results right now. Customer-based digital media with closed-loop individual-level measurement enables you to confidently report back to your stakeholders. Restaurant marketers are still generally reliant on traditional, outdated metrics like foot traffic; this measurement does not show full marketing impact. As well, there is lack of accuracy when it comes to traditional reporting due to a reliance on third-party cookies rather than true identity.