Restaurant Marketing Recipes for Success

Finally! Mesob receves Zagat Rating…of Excellence!

Vickie Siculiano, PMP — Wed, 11 May 2011 14:12:35 +0000

So excited that after almost 8 years in business in Montclair, NJ, to not only be included in the latest Zagat Guide, but being recognized for excellence.

Having worked with this local one-unit ethnic restaurant in New Jersey on marketing and PR over the last year and a half, one of the most elusive achievements was a Zagat Rating.

Build an online press kit into your website. Apply for restaurant awards. Mesob won the National Restaurant Association American Dream award last month which I applied for – you can find opportunities and seize them, too/ That’s why I also involve Mesob heavily in social media and give them a voice in the community, listening to customers, and involved with the media. Last year’s appearance on ABC News Channel 7 Eyewitness News was a huge accomplishment, which also paved the way for this really big achievement.

Berekti, co-owner of Mesob Ethiopian Restaurant, called me right away when she received a letter in the mail yesterday, signed by Nina and Tim Zagat. The letter reads:

“Dear Restaurant Owner,

Congratulations! We are pleased to tell you that Mesob has been highly rated in our recently published Zagat Survey 2011/12 Restaurants guide. The enclosed complimentary Certificate and Zagat Rated window decal reflect this honor. Since the guide is based entirely on the collective opinions of thousands of avid consumers, this recognition really comes from your customers.”

The survey was released yesterday, which gathers 6,909 New Jersey diners’ opinions about 1,050 restaurants around the state.

Our Mesob Zagat Survey listing says, "Finger food never felt so refined” as at this Montclair Ethiopian BYO where the “exotic,” “made-with-care” specialties can be scooped up with spongy injera bread; “informative” service and a “cool,” “calm,” “high-ceilinged” setting enhanced the “classy: mood at this “nice break from the standard.”

The review highlighted our home-made injera, a sponge-like bread made daily at the Montclair restaurant.

We also received high ratings for “informative” service. Education is a strong value to us, and we train our Ethiopian and Eritrean staff members to educate diners and answer any questions they may have about Ethiopian food and culture. Have you checked our QR Codes, that show you videos of Ethiopian food being prepared, and our traditional Ethiopian coffee ceremony?

Being included in the Zagat Survey was a huge achievement for Mesob, as well as for myself. As a marketer, it’s important for me to understand how the tools and technologies work together to create a powerful opportunity, if you just use it in the right way. Share lots of rich content, and always be in touch with the local media, to keep them informed about what’s going on at the restaurant. Also be involved and give back to your local community – they WILL support you!

It is a privilege and an honor to work with Mesob, and such respectable, giving restaurant owners. They really helped to share an ethnic culture in such an enjoyable way, along the journey to the elusive Zagat Rating.

We did it!!

The 2nd Wave of Location-Based Services | ClickZ

Vickie Siculiano, PMP — Fri, 06 May 2011 14:23:42 +0000

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Though still in its infancy, location-based service (LBS) applications have experienced tremendous growth. Now that we’re seeing more rapid adoption, we expect the environment to change and start to show new innovations as services begin to mature. Let’s look at where the next wave of LBS applications is going this year.

Beyond the Check-In

As the market evolves, companies that offer location services will need to look for new ways to beef up their offerings beyond the check-in and fulfill more mainstream roles. While we all love checking in and sharing info, users will tire of the many steps that now exist (think about the many questions on if you want to share, where you want to share, associated confirmations, and on and on). The “check-in” as a popular concept in LBS will be in for some serious changes in 2011 as consumers look for more convenient, private, and rewarding ways to declare where they are.

Better Deals integration: Facebook has intimately linked its Places offering with Deals. The service is a natural extension of its local marketing initiatives – small, medium, and large businesses can all benefit from linking their company’s Facebook page to a physical location on Facebook Places. Business owners can then use the combination of Places and Deals to increase foot traffic. Facebook Places check-ins have also become a focus of the Sponsored Stories ad units. Brands can have friends’ likes and Places check-ins turned into small ads that show up next to a user’s newsfeed. For example, if someone’s friend check in at Starbucks on Facebook Places, he would see that check-in called out alongside the other Facebook ad units.

Social recommendation engine: Expect growth in conversations around places. People do not just want to share that they’ve been somewhere, they also want to share what they think about it. Foursquare’s Tips feature makes it easy for people to leave behind tips about a location like what to eat, what not to eat, and what to do. Other apps will follow and extend this content from a supporting role to a key component of the experience.

Users will also start extending recommendations to other places outside of the current location. For Google, this means making robust updates to its suite of location apps. Google has already rolled out updates to make its Latitude and Places products more appealing to everyday consumers, such as Google Places’ HotPot, a location recommendation tool that is fueled by Netflix-like ratings of locations and a social recommendation system based on places friends have liked. Yelp has started using Facebook’s Open Graph API to make social recommendations based on reviews Facebook friends have posted.

Specialty Services

Another big evolution will be LBS apps focusing on utility or specialty services with location at their core.

Droplat creates location-based virtual storage: users have a virtual drive that follows them around from location to location, and each location has its own drive filled with files others have left behind. The service is small but shows how location can add a new twist to file sharing.

Tasker, a robust location app for Android, can automate a phone’s entire behavior based on the location it is in. Users can set the phone to automatically switch to silent when entering the office, turn the volume up when entering a loud workspace, turn off 3G, and switch to Wi-Fi when entering one’s home.

Broadcastr, a startup, links locations to audio stories. One of the first projects on the service is a series of audio stories about the World Trade Center that people can access when they’re close to where towers stood. Broadcastr’s service shows how location-based media can add context for people who want to learn more about a location.

Privacy Concerns

Privacy will remain a major issue for many consumers, regardless of all the whizz-bang awesomeness that these location-based services offer. Microsoft’s LBS research found that just over 50 percent of consumers are “very concerned” about their identities being stolen via LBS. Just as job hunters have grown to protect their Facebook activity from the eyes of human resources and recruiters, the pitfalls of over-sharing one’s locations with friends and colleagues is also a concern. Smart startups and marketers must take data security and privacy seriously and will not abuse consumer trust.

via clickz.com

I think that mobile, deals and discounts will continue to evolve and level the playing field.

Right now, discounting is conducted in silos, with deal sites popping up overnight, and even Facebook getting involved.

It will be better for consumers to have a one stop shop, and for businesses who really want to get involved in the game.

Gobble Gobble – New Restaurant Deal Discount Strategy

Vickie Siculiano, PMP — Mon, 02 May 2011 19:36:20 +0000

How Does DailyGobble Work? from DailyGobble on Vimeo.

The debate goes on about restaurants and deep discounting – is it good to create new traffic? What if your service suffers because you can’t accommodate all the new patrons that jump on board to gain the benefit of some ridiculous deal. Does it devalue the product?

I just got wind of a new deal discount website that is launching –The Daily Gobble. It seems like a really smart long tail approach to discounting.

I love the fact that the discount is virtually hidden from the server. There is no reason to know that you would be receiving the deal at a discount, getting money back later after scanning the receipt on your mobile. AND you would be more likely to tip on the FULL value of your meal, rather than the deeply discounted price.

I love that the new mobile app focuses on restaurants – it seems very confusing that one day the deal could be a spa, then one day a restaurant – I think FOCUS and a long tail approach to discounting will work best.

I also love that this uses smart phone technology – and saves paper and printing.

There is also no pay up front – and then the deal expires (like one of my deals did yesterday!), and you kick yourself for shelling out the money but couldn’t take advantage of the offer.

I think deal discounting is really beneficial if done right, and it seems like this new company is on target! Way to go.

Email remarketing

Vickie Siculiano, PMP — Fri, 22 Apr 2011 12:26:34 +0000

via groupon.com

When you unsubscribe from Groupon email, you see this page. It asks you to punish “Derrick”, the person responsible for keeping Groupon subscribers active. You simply click the video and Derrick gets punished, ending with a splash of hot coffee in the face, followed by a button to re-subscribe. Groupon is known for its edgy, witty atmosphere so this approach is not for every business. But it does highlight a unique approach to remarketing.

Email remarketing could be used to gather feedback. If a user unsubscribes, why don’t you take the opportunity to ask a couple of questions? Like –

Why did they unsubscribe? Were you sending too many emails? Are the products or content no longer relevant to their interests?

Understanding consumer behavior at different parts of the “marketing funnel” is crucial to marketing success. No doesn’t necessarily have to mean no! Take the opportunity to learn even more from a customer. Especially when you lose an e-mail address, which is gold to online marketers.

A New Restaurant Pricing Strategy – Going Prix Fixe?

Vickie Siculiano, PMP — Wed, 20 Apr 2011 14:27:17 +0000

via boss.blogs.nytimes.com

I read this NY Times blog post with great interest, as I’m fascinated by the concept of “why we buy.” Why would a diner choose one dining experience over another – and pricing definitely comes into the mix without question, in most cases.

When a restaurant has a special event, and they’re expecting alot of turnover, and need a quick way to handle orders in the kitchen, of course it makes it easier to have the same thing for everyone on the menu. Does it make it better value for the consumer? Not necessarily.

So, if the restaurant is looking for a way to make a more efficient dining experience, I think this is a great idea, especially if there is alot of movement and turning tables. But, if it’s just a way to get more money out of customers, raising prices, I think consumers will be onto it.

And if you have diners who come in expecting their favorite dish and it’s not offered on the menu any more. Oh boy. I think a great way to introduce new menu items, is to phase out old ones slowly, and even offer it if a customer asks, by waying you will ask the chef to make it special (learned that from Danny Meyer recently at an NJ National Restaurant Association event!).

What do YOU think?

Mesob Ethiopian Restaurant wins National Restaurant Association American Dream Award

Vickie Siculiano, PMP — Sat, 16 Apr 2011 13:30:09 +0000

This week, we went the National Restaurant Association Gala Awards Dinner in Washington, D.C. Now I can officially announce the award and share this video with you.

See why I am so honored to work with the owners of this restaurant in my brief appearance in this video.

Hard work, dedication, marketing and social media helped to gain notice for this local one unit ethnic restaurant that has a lot to add to the community.

Are you inspired by the work that you do and who you work with?

Consumer Insights – How to Respond Using Social Media

Vickie Siculiano, PMP — Wed, 09 Feb 2011 12:03:49 +0000

So, you have a consumer base that you want to introduce a new product or menu item to…maybe you have something they’ve already learned on their own how to use – I market an ethnic restaurant that uses a crepe for a utensil. Let’s face it – people are going to adapt. Sometimes Burrito-style.

So, if you want to solve daily issues for consumers, I highly recommend using engaging content – in this case, creating a video to show them how to use something that they might not know how. At Mesob, we’ve created videos successfully to show consumers HOW to eat the food.

In this video that I created for a past CPG employer in the beverage industry, I listened to the conversation in social media, and I often asked questions. I would analyze the data to uncover a recurring problem. In the single serve coffee market, people just did not know how to brew a cup of loose leaf tea. Having health benefits did just not fit in with their lifestyle.

They needed an easy solution.

So, with the machine that they were used to brewing their Kcups, I showed them how easily they coul brew a cup of hot loose leaf tea.

Yes, sales went up.

But, satisfaction in knowing that a deeper conversation could uncover an answer to how we could make lives not only easier, but also healthier and more delicious!

Have YOU made a video based on a gained consumer insight?

How to use Foursquare successfully for Restaurant and Venue Marketing

Vickie Siculiano, PMP — Sat, 05 Feb 2011 23:05:41 +0000

I’ve been using Foursquare successfully with Mesob Ethiopian Restaurant, a one-unit ethnic restaurant in Montclair, NJ. Yes, an ancient culture with the most modern smartphone technology (we use QR codes, too).

We even have a very proud Mayor, who I am quite sure can attest to the use of Foursquare as she snags a free dessert every time. She became our Facebook Fan, and has been a loyal customer ever since.

We also have check-ins that I rotate, between free appetizer, free appetizer every 3rd check-in, etc.

Always keep an eye on Foursquare, in case there are every any duplicate venues offered, so that you can merge them. You can also check the stats to learn more about the demographics of your audience.

The Foursquare check-in audience is not necessarily a representative sample of your restaurant or venue audience.

From what I have personally witnessed at the restaurant, it seems that there is a sophisticated, casual dining crowd that enjoys the restaurant, while there is a younger, more tech-savvy base that wants to experience a new cultural dining experience, while wielding their smartphones, checking in and scanning QR codes.

I would say that the younger crowd is definitely a smaller market share, but I have watched it grow. Especially since we have upgraded and redesigned the website, and gotten involved on Yelp (by responding to customers), and been more involved in Facebook, while paying attention to SEO.

Foursquare will not lead to success by itself, in a vacuum, but by being proactive and a little creative, you will be amazed at the rewards you can reap.

For more creative ideas, check out this article.

http://fohboh.com/profiles/blogs/five-great-ways-bars-and

NFC Chip – the next wave for restaurant marketing?

Vickie Siculiano, PMP — Sat, 11 Dec 2010 16:22:03 +0000

After implementing QR code campaigns at Mesob Ethiopian Restaurant in Montclair, NJ, enhancing the customer experience with QR codes that you can scan to get more information about a product, or find out more about the culture, I wanted to take a look at what I think the next trend will be in technology for customers. Especially if this means that marketers will have to adapt to consumer trends, and the way that consumers are gathering their information in a way that is most engaging and also quick for them.

NFC chips are here. Google has launched their new phone, the Nexus android, and the new wave of iPhones is coming. Version 5 will have NFC chip reading capability so that consumers can now just hold their smartphones within inches of a code on a display, without opening a bar code reader app to scan a code to take the person to a website and landing page.

I think that scanning capabilities are the next wave, and allows you to not only engage your customers, but to also make it an easy payment option.

New restaurant customers will ask if they have a way to pay by their phones, eliminating the need for wallets, and also loyalty cards, as they are also contained digitally on smartphones now.

Embracing the new NFC technology will allow restaurant marketers to really craft messaging and create engaging photos and video that really pop, and will get their customers’ attention in the blink of an eye. Because if marketers don’t, in the next blink of an eye, customers will be off to the next shiny object that catches their attention.

I know it works, because I’ve already embraced technology for an ethnic restaurant with a very ancient culture, the oldest and richest culture on the planet – Ethiopia. And customers are LOVING the latest technology and that we really “get” them and understand not only how they seek information on where to eat, but also to share technology as part of the experience when they dine, and now we are searching for a POS system that can integrate this latest NFC technology when they complete the transaction and pay for their meal. It’s really full circle with NFC!

Launching QR codes at Mesob Ethiopian Restaurant

Vickie Siculiano, PMP — Tue, 23 Nov 2010 22:30:05 +0000

Customers can scan QR Codes to learn more about Ethiopian coffee at Mesob Ethiopian Restaurant

I am excited to share this press release, launching the new QR code campaign to enhance the customer experience at Mesob Ethiopian Restaurant! I think restaurants must embrace technology, as their customers surely are. Our customer are very tech savvy, and appreciate being included in the latest “in” thing to enhance their dining experience!

Mesob Ethiopian Restaurant Introduces QR Codes to Enhance Customer Experience

Mesob Ethiopian Restaurant of Montclair, NJ introduces QR code program to enhance the diner’s experience with immediate “self-serve” digital access. QR codes are readily available In Japan and Europe and beginning to show up in the U.S. on business cards, product packaging and print ads. The restaurant is the first in the area to use them as part of its décor and signage.

Montclair, NJ November 23, 2010 – Mesob Ethiopian Restaurant, a local ethnic restaurant in Montclair, NJ, introduces QR codes, also called a “2D barcode” or “smart tag.” When a user scans a QR code, they gain access to rich multimedia on their smartphone. QR codes are square, patterned, black and white symbols which are actually bits of information which can be scanned using a free bar code scanner app readily available on smartphones. Tech-savvy Marketing Manager for Mesob Ethiopian Restaurant of Montclair, NJ, Vickie Smith-Siculiano is enriching the customer experience with them.

“Restaurants have to stay on the cutting edge of technology. At Mesob, we are all about experience, and we are taking the traditional authentic Ethiopian experience to the next level with the use of QR codes. A lot of our restaurant customers are already tech-savvy, integrating mobile technology into their everyday lives. Customers check in on Yelp, Foursquare and Facebook Places. Restaurants cannot ignore the power of mobile technology, as people will use mobile more and more to find restaurants in their local area. They can tweet about their meal while they are enjoying it and take pictures of their dishes to share with others on sites like Urbanspoon and Foodspotting.”

The restaurant enjoys communications with fans on their Facebook fan page which Smith-Siculiano moderates. She discovered that customers are hungry not only for the savory Ethiopian cuisine but for knowledge about Ethiopian culture.

One of the first QR codes to debut is found at each table. When scanned, the diner will be connected to a video taped behind-the-scenes, showing the process of making the traditional Ethiopian injera, a crepe-like spongy bread used to scoop up the selection of stews and vegetable dishes. The footage was produced by video journalist and blogger Melody Kettle, whose show Hot From the Kettle is featured on Montclair TV Channel 34.
Customers can also scan these new QR codes to connect with Mesob in social media on Facebook and Twitter. The restaurant openly shares its customer reviews with everyone and a passerby can scan a QR code in its window, directing them to Google Places or Yelp or Mesob’s website. Geo-location fans can check in on Yelp, and customers can sign up immediately for the restaurant’s email club, powered by Fishbowl. QR codes will be refreshed with new content regularly, to keep the restaurant experience fresh.

The restaurant has long been acclaimed for its interior design noted for displaying Ethiopian art and crafts on its walls to educate their diners. The addition of these Quick Response codes throughout now enables those with smartphones to immediately view videos and articles about traditional Ethiopian culture, such as the process of growing, harvesting and processing Ethiopian coffee beans, and also a video with footage of a traditional Ethiopian coffee ceremony. Content also includes features about the mesob, the traditional Ethiopian woven table, and Ethiopian fashion.

Smith-Siculiano ensures that Mesob restaurant owner, Berekti Mengistu, and staff are up to date on technology their customers are engaging with and marketing communications that she creates regularly, such as current check-in offers, important Facebook comments that need a response and e-mail announcements that are sent out. A new menu insert also alerts customers that there are new QR codes for them to discover throughout the restaurant.

Says Mengistu, “When we opened Mesob, we wanted it to be a blending of ancient cuisine with modern attitude. It is exciting for us to immerse ourselves in technology and social media, and by having online conversations with our customers, we have learned more about them than we ever imagined. We want to create the best restaurant experience for them, and QR codes were a natural progression to engage our patrons with content they regularly ask for.”

Mesob Ethiopian Restaurant is located at 515 Bloomfield Avenue, in Montclair, NJ. For reservations or more information, call 973-655-9000 or visit Mesob online at http://www.mesobrestaurant.com.