Accurate Information Ensures the Customer Journey To Your Restaurant

Rev Ciancio

When was the last time you added or removed a dish on your restaurant’s menu?

Have you recently changed the price of a dish you serve?

When (in some cases if) you update your menu, did you update it on your website? What about where people are looking for it, like Google My Business, Yelp, TripAdvisor and Facebook?

If your online menu is old or incomplete, you’re missing out on customers.

Diners use the internet to make decisions about where to eat. 69% of customers looked up local businesses on the web each month in 2018, up 16% from the previous year.  

Accurate, up-to-date menu information is crucial for customers deciding whether to order from your restaurant or somewhere else.

the restaurant customer journey starts with the internet

Attract more customers.

When people use Google to search for a place to eat, they typically don’t type in a specific restaurant name. Sixty-three percent of diners say that type of food is the biggest factor in picking a restaurant. Instead, customers search for the food they crave: “kid-friendly restaurant with chicken nuggets,” “tacos near me” or “vegan restaurant Manhattan.” This is known as an “unbranded search.” And every month there are more than 300 Million unbranded searches for a “restaurant near me”.

These are the potential customers you want to attract—they’re hungry and looking for a place to eat ASAP. An up-to-date and accurate digital presence, where customers are looking, makes it easy for people to take the next step in the customer journey.

Satisfy specific cravings.

If you’re a pizza restaurant that also offers amazing chicken wings or garlic knots, you need to make sure people know about all of your delicious options. An accurate online menu allows hungry customers to search “wings near me” and find you on Google or Zomato.

Once you appear in unbranded search results, customers take an action like making a reservation, get directions or put in an order for delivery. Online menus give people confidence that you can serve them exactly want they want at the moment they want it. This helps customers decide to dine with you.

your menu helps you get found with unbranded searches

If your menu is incorrect, missing menu items or hard to access, though, customers are quick to give up. In today’s digital world, users expect information in as few clicks as possible. If your menu takes too long to find, customers might get frustrated and choose somewhere else to eat.

Showcase your freshest offers.

Restaurants with seasonal specials, like a heart-shaped Valentine’s Day pizza or the launch of a brand-new Instagram-worthy acai bowl, should highlight new menu items on and off of their website. Complete and easy-to-find online menus can attract customers looking specifically for that trendy new dish.

On the flip side, you also don’t want to advertise items your restaurant no longer offers. If customers find a limited-time-only burger on your online menu but can’t order it at your restaurant, they’ll be disappointed. With accurate menus, you give customers access to the information they need when they’re ready to decide where to eat.

Keep menus consistent everywhere.

Does online menu management already sound time-consuming? It gets worse. Menu updates aren’t a one-time fix.

Customers find your menu not only on your website but on dozens of sites like Google My Business, Yelp, and TripAdvisor. On these third-party sites, also known as publishers, your menus can even change without you knowing. User suggestions, data aggregators and the sites themselves can make edits to a menu without notifying the page owner.

SinglePlatform can help you manage all those menus in only a few minutes. You can quickly log in and make a change in one place to update all over the web, or just send us the updates and we’ll take care of it for you. Your menu is an essential tool for attracting new visitors—make it easy for hungry customers to choose you.

To learn more, click here to schedule a demo. On the call we’ll show you how SinglePlatform works, answer all your questions, and even get the process started. It’s easier than you think when we do all the work.

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