When a restaurant brand starts expanding outside of its home territory, it’s tough to gain traction. Your business was initially built around your location, suppliers and consumer base. When you expand beyond those, everything changes.
Today I’m going to focus on consumer base. How do you convince a whole new set of consumers to visit your restaurant – ideally often, especially if there’s low awareness of your brand in that area? Whether you’re a regional chain entering a new market or just a single restaurant embarking on your second restaurant in a new location, I have four marketing tips to help make the transition as successful as possible.
1. Reflect local tastes on your menu
Okay, so this one touches several aspects of your business, not just marketing. Do your research on local tastes. I’m not suggesting you overhaul your menu – rather, I’m recommending that you incorporate flavors that are reflective of the area while staying true to your core offerings.
Smashburger does a great job of this, usually offering at least one menu item that is unique to a particular region, such as the Carolina Chili burger in their South and North Carolina locations.
2. Engage your existing fans to generate grand opening buzz
We’ve covered grand openings before, but I can’t overstate the importance of generating as much buzz as possible ahead of time around your restaurant’s big day.
You might be surprised to find that even in areas where your restaurant isn’t very well-known, there are often at least a few people who know and love your brand. Do your homework. Find these people and engage them via social media a few weeks before you open. Offer them coupons or invitations in exchange for helping you champion your brand on social channels. If you can find a fan who is a local influencer, such as a blogger or reporter, even better!
3. Ingrain your restaurant in the local culture
If you are an established regional chain moving outside of your territory, this one can be difficult.
Let’s say you’re a well-known Pennsylvania classic – how do you make people in Indiana feel like your restaurant has a place in their daily lives? The answer is to get local. Find out what matters to the local community, and make your restaurant a part of that. Sponsor little league teams. Host fundraising events. Cheer on your new state’s premier sports teams. It won’t happen overnight, but in time your restaurant will feel like it was part of the community all along.
4. Pump extra marketing funds into the new location 8-12 weeks post-opening
Even for restaurants who have a successful grand opening, it’s common to see the honeymoon period end 2-3 months later. At this point, many restaurants experience a dip in sales. This is a good time to pump a few extra dollars into that market. Radio sponsorships, social promotions or traffic-driving display advertising on Waze are all great ways to continue raising awareness levels in the new area.
Now, there are certainly no guarantees when a restaurant expands outside of its original territory, but these four tips will help put you on the path to success.
Photo Attribute: Mark Ballogg, Wikimedia Commons