The #1 “Thing” New Customers Want From You In 2024

We have all become so overrun with the media on our phones, on the internet, out in the community and on the news. We’ve become jaded, skeptical, and too often lured by marketing only to find ourselves disappointed.

Being authentic has evolved into a cornerstone of successful marketing strategies as it creates meaningful connections with your existing customers, fosters trust in new customers and sets your restaurant apart in a competitive landscape.

The more authentic you can be in all your marketing demonstrates what makes you unique, creating a distinct identity that resonates with people. It’s the number one thing that people want from you, authenticity. They, they want to know that you’re real. This is how you can stand out and differentiate yourself form all the other restaurants.

Customers will tune out boring, overly polished marketing, “typical” marketing and respond to more authentic marketing when they can see who’s behind the business to get a feel for what type of business you are and what you stand for.

Fortunately, as a local, independent business, this is your unique ability. You have personality, you have a deep connection to your community, you aren’t overly saturated or brand-washed like the larger chains. You have room to be creative, fun and intriguing.

How Do You Show Your Authenticity?

• Maybe your customers want to know where do you stand on the environment? Because they care about the environment. How? How do you feel about it?
• How do you stand on different charities, social causes, community initiatives?
• How do you treat your staff?
• Why do you do what you do?

They want to know these things. They want you to be authentic. They want to know, feel, see, experience what your restaurant is all about. That’s your huge advantage over the corporates being authentic, being the voice behind the message, the personality behind the business.

It doesn’t always have to be the owner. It’s great if you feel comfortable, doing social media posts taking photos, creating videos, those type of things. But there are lots of ways to use others to help demonstrate your businesses personality and culture.

Make Your Customer the Hero

Feature your customers because what other people say about your restaurant is much more powerful than what you say if you’re talking about reviews and testimonials.

Use your customers’ comments from your review sites in your social media feed. Once they’ve been put on the web, they are public and free for you to use.

With proper consent, capture video or written comments when a customer approaches you or your managers with positive comments. Use them on your social media or in email marketing. This is especially effective if it’s about the specific menu item or event you are marketing.

And the good news is you have everything you need right in your pocket. Your phone! No need for professional film crews. Your phone and a snappy editing app and you’re good to go. Film away.

Highlight Your Incredible Team

There’s people on your staff right now, especially younger ones that are extremely comfortable on video.

Capture videos of your employees and have them share why they like working for you, or why they like a certain menu item, or why they are excited about a special event you are having.

That’s the best advertisement that you can possibly have.

Your staff is a great resource for creative social media ideas, have them suggest content, but make sure you approve everything before it is posted. Saw a few nightmare scenarios from not checking.

Feature Behind the Scenes

Everyone loves to know the “secret sauce”. How do you do what you do? Sharing behind the scenes brings authenticity to your marketing. It builds that relationship. That’s your advantage between you and the corporates.

• Take pictures and videos in the kitchen. Your customers want to see what’s going on. Please, please make sure that your kitchen’s clean and people are prepared to act presentably. Your customers notice every little thing.
• How did you filet that whitefish? How do you make alfredo sauce? What’s the best way to cook a steak at home? Let them in.
• Show how a special cocktail is made. Break it down, share recipes and ideas for making it at home. And don’t think that because you show them how to do it, they’ll stop coming and just do it themselves. Your videos makes it much more appealing than they’ll ever be able to recreate.

Use Your Own Photos

We’re all carrying a fantastic camera in our pockets. Use your own photos, of your food, your drinks, not stock photography.

Create a one-page document on how to take pictures for your social media and share it with your staff. Turn it into a system. These are the things that will get you new customers and stand out.

Be a Storyteller

Share genuine stories that reflect your experiences, values, and journey. Storytelling can be a powerful way to connect authentically.

Why did you build this type of restaurant?

How did you create this week’s special?

What childhood memory made you prepare that new dessert?

What made you hire a certain team member that is now a superstar?

Everything you do has a reason behind it, create the story behind it and share it in your marketing.

Authenticity isn’t about being perfect. It’s about being genuine, true to your values, and consistently striving to share the best version of your business to your community.

If you are looking for authenticity in your marketing to attract new customers that’s what we do. We want to hear your story; we want to know why you are different.

We customize each and every program for our clients. Because each client is different.

Start 2024 on a path to creating a system that generates new customers when you need them. During your slow periods. Sign up for a FREE Strategy Session ($297 Value) with one of our DFY Restaurant Marketing Experts. Get your marketing back on track and start filling your seats.