Twitter’s explosive 300+ million strong user base presents a golden opportunity for restaurants aiming to expand visibility. However, simply creating a Twitter account and broadcasting promotional messages often backfires through follower tune-outs.
Effectively using Twitter for restaurant as a marketing channel relies on crafting shareable content, optimising exposure through targeted campaigns, analysing performance via robust analytics, and ultimately building an authentic connection with your audience.
This comprehensive guide explores strategies for restaurants to optimise their Twitter followers, engage more customers, and build a loyal community that passionately promotes their brand both online and offline.
Understanding Your Restaurant’s Target Audience
Connecting with potential patrons starts by aligning your brand persona with their expectations and sensibilities through tailored content creation and engagement approaches.
Identify your ideal customer demographic
First, analyse existing follower demographics for clues on ideal targets for growth. Elements like geographic density, age groups, interests, and behaviours shape strategic decisions. Local food bloggers likely desire exclusive menu previews over tourists mainly seeking location images and hours, for example.
Twitter hashtag use also reveals broader movements gaining local momentum. Venues supporting body positivity or environmental causes could spotlight those alignments to connect with niche tribes. Endless subcultures exist, united by their peculiar Twitter dialects.
With audience analysis completed, craft content specifically answering, “What’s in it for them?” among those subsets. If focusing on college students, create a #TakeOutTuesday hashtag offering 10% discounts on online pick-up orders. Health-conscious moms might enjoy weekly spotlights of specialty ingredients from purveyors that avoid preservatives or unnecessary additives.
Consistent niche hashtags embedding your brand within ongoing wellness and sustainability conversations expand visibility beyond just transactional announcements. Images highlighting reclaimed decor touches and energy efficiency efforts attract modern conscious consumers through similar value signalling and tribal identity associations.
Food allergy Diners appreciate showcasing gluten-free or nut-free fare as much more than mere menu options; it signals understanding rare medical needs. Their @gratitude replies and recommendations then lend credibility beyond paid advertisements to similar households.
Such psychographic narrowcasting requires some experimenting between options, balancing broad universal appeal with meaningful convenience, and addressing unmet niche pain points. But targeted alignments pay dividends, earning vocal loyalists.
Developing Engaging and Interactive Tweet Content
With audiences precisely understood, the tweet content itself remains center stage. While cutting-edge targeting expands reach immensely, multimedia aesthetics, exclusivity, and conversational dialogue optimise engagement more than simple hard-sell advertising.
Share crave-worthy food photos and videos
Vibrant images spotlighting delectable dishes just pulled from the hearth, oozing temptation, spark engagement and word-of-mouth better than text alone could achieve. Bring followers behind velvet ropes with a sneak peek. Boomerangs of new cocktail concoctions being mixed, minus pesky lower-third branding.
Timelapses conveying the lively rhythms of busy evening ambiance also set experiential expectations for first-timers tentatively trying an unknown offering. While often discounted as vanity metrics lacking attributable transactional outcomes, qualitative feedback around welcoming staff or operational roughness collected via comments identifies blind spots. Surveys lack sensitivity in diagnosing needs for prompt redress.
Offer Exclusive Backstage Access
Loyal supporters crave insider access, which media campaigns can’t replicate. Share proprietary stories around secret family heritage recipes perfected over generations being entrusted to rising dynasty newcomer chefs ready to unleash newfound twists. Reveal vulnerabilities by overcoming obstacles like daunting red tape barriers to navigation before ribbon-cutting celebrations could erupt.
A commentary imparting hard-fought lessons around managing inventory ordering cycles teaches fellow business operators valuable field insights beyond textbook theoreticals alone.
Feature niche experts like in-house sommeliers inspecting distributor wine lots with discerning noses. Such behind-the-curtain glimpses into the artistic craft, logistical wizardry, and ingredient fanaticism needed to launch relative overnight sensations rapidly humanise the culinary profession mystique. They spotlight diligent risks shouldered daily, deserving uplift.
Sparking lighthearted water cooler discussion around debates invites a wider communal contribution beyond a static broadcast mentality. Friendly polls teasing upcoming new flavour options give followers sneak input shaping final rollout decisions. Diagnostic questions around optimal dinner seating density configurations could uncover helpful points from hospitality veterans worth formally studying. Just be cautious not to invite disruptive commentary that might spiral reputationally.
Trends and Branded Hashtags for Amplified Visibility
While multimedia and exclusive backstage content spotlights craveability, strategically incorporating Restaurant Twitter’s signature features like hashtags, @mentions, and Likes into evergreen and opportunistic marketing campaigns unlocks immense organic visibility, frictionlessly embedding your brand directly within cultural conversations already trending regionally.
Piggyback Localised Trending Moments
Often, nascent niche moments organically spike hashtags, giving opportune moments to creatively chime in “on brand.” Quirky city founder commemorations, beloved fallen mascots, or provincial pothole complaints spur cascading solidarity. Such real-time resonant remarketing rides conversational momentum rather than interrupting it.
#RestaurantLife, #ChefsOfInstagram, #FoodieFriday
Consistent Industry and Event Tagging
Consistently tagging restaurant industry hashtags like #RestaurantLife, #ChefsOfInstagram, and #FoodieFriday organically positions your venue within those tribes and topics for discovery beyond solely your own followers. Those actively participating in Twitter chats and Twitter spaces centred around common vocational challenges often appreciate camaraderie, endorsing solutions, providing encouragement, or just lending an ear.
Overlaying iconic cultural moments like the Olympics, elections, or meteor showers with locally interpreted spun derivatives raises consciousness through ingenuity juxtapositions in ways nearly impossible through traditional advertising means.
Building a bigger fanbase for your restaurant is a piece of cake with Twitter follower campaigns. You just need to go to Twitter’s Ads Manager, and you can cook up a customised follower drive lickety-split.
First, toss in a couple tasty tweet samples to show new prospective customers—maybe tease’ your famed baby back ribs special or share some drool-worthy food. The platform’ll automatically circulate your content to relevant folks based on the areas, interests, and behaviours you target.
You’re completely in the driver’s seat when configuring your campaign, too. Refine your audience to focus on local suburban empty nesters or millennial downtown hipsters if you want.
Proactively introducing signature hashtags uniquely identifying your tentpole new store launches, seasonal tasting menus, or donation drives unifies related multi-channel activities into trackable market-wide experiential events.
Analysing earned media analytics post-campaign concludes an identifiable impact size, supports financial accountability for integrated budget allocation, and helps benchmark metrics establish future KPI goalposts.
Campaign Tweets Impressions Avg Engagement
#EclipticEats 152 14.3K 4.2%
#SpookySpecial 87 9.2K 3.1%
#12BitesOfChristmas 124 19.1K 5.3%
The comparatively higher engagement rates despite lower tweet volumes and impressions for #EclipticEats suggest niche seasonal specials outperform one-off stunt menu items respectfully.
Additional metadata, such as tweet content, timing, author, or media types, supplements pure quantitative aggregates, unlocking deeper qualitative insights, exposing preferential creative directions, or targeting strategies above generalised guesses for enormously enhanced intelligence ROI.
Building supportive relationships
Raw platform proficiency is insufficient. Lasting community cultivation ultimately relies on consistently showing crowd-to-individual supporter care through @mentions, dialogue, and sharing appreciation. Deft listening and response reflexes signal the “social” in social media platforms.
Programme work flows facilitating immediate personalised addressing of each incoming tweet through mass volume bursts and slower trickles prove good faith community investment at an unmatched scale. Even basic thank-you acknowledgements recognising original content contributors multiplies compounding network effects and word-of-mouth referrals in time produce organically.
Archiving and spotlighting positively shared memorable customer milestone moments like anniversary meals, graduations, or engagements gives supporters social collateral for further peer visibility boosts. Requesting permission before resharing protects privileges.
Direct message Intimacies around meal mishaps or forehead-slapping operational faux pas show recovery responsiveness; mending perceived damages often elevates net sentiment beyond if no troubles occurred initially. Service bouncebacks win loyalty. Surprise standout superfans occasionally with drinks or giveaways that nurture community karmic spirits.
Initiate lasting connections
Avoid using Twitter solely as a one-way seasonal broadcasting mechanism during new product launches or holiday promotions. Sustained everyday seemingly “ordinary” venue vibe updates sharing little milestones big or small better nurture empathy, familiarity, and rapport integral caring communities thrive upon.
Retweeting local partner recent successes also exhibits cross-industry thought leadership through rising tides lift all ships mentalities. Follow renowned industry leaders or regional attractions that drive tourists towards your neighbourhood organically. Reciprocity fosters collaboration, not competition.
Ultimately, social media strategies favour those dedicating resources to fostering authentic relationships and value transfers consistently over years versus shortsighted surges tied to sporadic sales associated with inorganic follower acquisitions alone. Trust flows both downstream and upstream, nourishing committed members to stay.
Designing Creative Contests, Giveaways, and Hashtag Campaigns
Strategic co-created pop-up campaigns decentralising creative control across wider swaths of contributors multiplies exposures beyond any singular company-owned broadcast ever could. Offering carrots through gamification, incentive perks, or prestige acceleration converts netizens towards enhanced goal spread, furthering scale.
Industry- and event-specific tagging
Consistently incorporate niche community hashtags like #RestaurantLife, #Foodies, or #TacoTuesday to embed your brand within those existing tribes and topics. Twitter chats also rally dialogue.
Orchestrate creative co-promotions with area attractions, consumer brands, or influencers fusing audiences. Crossover perks and discounts shared on social media entice visibility.
Monitoring Twitter for restaurant engagement analytics
Continually tracking performance indicators helps identify effective versus lagging tweet strategies using built-in analytics.
Twitter Metrics Platform diagnostics like impressions, engagements, link clicks, retweets, and @mentions quantify content resonance and community growth.
Analyse metrics by specific tweet types, topics, and target groups to pinpoint winning pillars versus one-off viral posts for optimal follower expansion.
Regularly test new formats, partnerships, and focuses guided by data insights to capitalise on emergent consumption behaviours and tools that boost your returns.
The beauty of Twitter marketing for restaurants lies in blending advertising with authentic relationship building. Committing to nurturing ongoing, engaging connections pays dividends for years as grassroots brand evangelists organically amplify your venue wider than ads could ever achieve.
Savvy Twitter activation delivers invaluable visibility and vital community feedback for diners. However, rather than a one-way advertising portal, Twitter thrives as a relationship channel to understand and connect with patrons differently. Committing to consistently nurturing exchanges and cultivating loyalty pays dividends for years as grassroot fanbases organically amplify your brand story far beyond what ads could ever achieve.
The 80/20 principle applies, however. Roughly 20% of tweets drive 80% of the impact. Finding and fueling topics and techniques resonating through strategic iteration remains imperative to efficiently amass an enthusiastic restaurant support ecosystem.
A restaurant’s Twitter presence serves as a dynamic supplemental direct line to customers—both existing and prospective—to maximise food ordering system sales through greater awareness, personalisation, and access.