Winning communication for your restaurant: the strategy of the 3 MELT establishments

Filling 1 restaurant is not easy enough. So, with several establishments, how do you ensure both operational tasks and effective communication to attract customers to all your restaurants? 1, 2 then 3 openings: the addresses MELT addresses have been busy since day 1! Discover the secrets of their communication strategy, applied since the opening of the first restaurant.

To maximize traffic to your restaurant, you need to attract local customers. With an optimized digital storefront, to rise to the top of search results and gain notoriety on social media. But it doesn't just happen! You need to work on and regularly feed your restaurant's pages on Google, Instagram, Facebook, TripAdvisor and so on. So how does the MELT team successfully achieve this for its 3 restaurants? With a permanent queue in front of each of the 3 MELT restaurants, how does the group manage its day-to-day communication in parallel?

Jean, founder of the MELT group, explains here👇

Watch the video!

Objective 1 of your communication strategy: Climb to the top of restaurant search results

The result? The 3 MELT restaurants appear 1st in the search results for their keywords. If the user searches for "restaurant grillade paris" "barbecue texan" "pulled pork paris" "restaurant viande paris" and other derivatives, MELT's Oberkampf, Batignolles or Cambronne listings appear at the top of the page, depending on location. The result? MELT restaurants meet customer demand!

How can we help? You need to work on your local referencing, which is essential to your restaurant's communication strategy. This involves a number of steps.

• Keep information up to date and consistent on all platforms where the restaurant is present
• Define a list of keywords specific to your restaurant's offering and searched for by many Internet users.
• Include your keywords in strategic places: description of your Google My Business listing, responses to customer reviews, Google post captions
• Use keywords intelligently: enough to make sense in the text
• Respond to all customer reviews, both positive and negative

🚀 To find out more about how to get your restaurant's listing on Google, visit our article here.

How about something a little simpler? MalouApp supports MELT through these various stages. The solution suggests a list of the most strategic keywords for each address, then guides the team in their effective use. Thanks to the MalouApp's ability to schedule GMB posts, MELT can anticipate its content, and keep a regularly updated listing without having to think about it every day! And to respond to the many customer reviews received, response templates and automations make MELT's day-to-day work easier. 

Once you've made yourself visible to potential customers, you need to keep them coming back. This requires a positive online image of the restaurant that sets it apart from the competition.

Objective 2 of its communication strategy: Promote a positive image of the restaurant

What's the bottom line? What more decisive factor than customer reviews? With over 4,500 customer reviews and an average rating of 4.6/5, Internet users can immediately see the popularity and quality of the MELT customer experience! But also the commitment and recognition of the team, which responds to all customer reviews and comments left on social media. The result? More and more customers decide to come to MELT!

How can we help? Customers don't necessarily have the reflex to leave a positive review following their experience. So to collect more reviews, you need to invite customers to leave one. To do this, you can : 

• Train your employees to ask politely 
• Place QR codes on tables, menus, bills, delivery receipts... that redirect to the leave a review page.

Once you've collected the reviews, you need to respond to them, not forgetting to include your keywords. Essential for an effective restaurant communication strategy.

🚀 To find out more about how to collect positive reviews, visit our article here!

How about something a little simpler? With dozens of reviews received every day, it's out of the question for MELT to waste hours answering them! The MalouApp enables the team to do this in just a few minutes, thanks to pre-recorded response templates and automated, personalized responses. It also centralizes all reviews and interactions received on all platforms in a single location. And to collect even more positive reviews, the MELT team sends review collection campaigns directly to the Malou solution. But for even greater results, our magic totem can increase the number of reviews collected each month by a factor of 10.

Now it's time to finalize the customer's conversion, getting them to come to your restaurant rather than another!

Objective 3 of your communication strategy: Encourage potential customers to visit your restaurant

The result? When it comes to inspiring web users, it's all about visual content! The videos posted every week on MELT's Instagram page count +12,000 views every time! An attractive page that has enabled the group to build a community of +40,000 subscribers today! Engaging, gourmet content that convinces customers to come to MELT for a taste. The result? A page on social media regularly updated with high-impact content convinces Internet users, increases brand awareness, and is highlighted by the platforms' algorithms.

How? The majority of people today consume content for hours on Instagram and Facebook. So it's the ideal place to make yourself known. But appearing in people's homes requires a page that meets the expectations of both users and the algorithm. To achieve this, you need to : 

• Publish engaging content at regular intervals
• Use the various features provided by the social network
• Vary the type of content shared and the topics covered 
• Set up visibility levers: sponsoring, influencing, competitions

How about something simpler? Since the MalouApp, the MELT team has been planning Instagram, Facebook and Google posts for the coming weeks. A practice that allows us to regularly feed the account without having to think about it and spend time on it every day. Thanks to the inspiration part, and more time for monitoring, MELT identifies current trends on social media, and thus creates content that appeals to users. As you can see on their page: videos simply filmed with an iPhone work really well! 

Objective 4: Meet customers' specific expectations and keep them coming back to the restaurant

The result? On their Google, TripAdvisor and other platforms, MELT restaurants indicate and update their opening hours, reservation link, remote order link, telephone number and specific restaurant attributes. They respond to all private messages sent by Internet users via Google, Instagram and Facebook. The result? MELT presents online consistency, provides visitors with accurate and detailed information, and answers any additional questions they may have, making it easier for them to convert.

How can we help? To get visitors to decide to come to your site, you need to make the decision-making and booking process as straightforward as possible. Otherwise you risk losing them. And that's why it's important to convey the correct and accurate information on all platforms, so as to create no doubts! And if they have specific questions, which they ask you in private messages, you absolutely have to answer them! All these factors require daily monitoring of your pages on the various platforms. 

How about something a little simpler? MELT doesn't need to consult every website on which the 3 addresses exist to check that all its information matches. Nor to make any necessary changes (schedule changes, exceptional closures, menus, etc.). From the MalouApp, the MELT team modifies its information in just 1 click, and the change is made automatically on all platforms! The same goes for private messages: a single page groups together messages received on the various channels, with the option of filtering the view according to different criteria.