The world of marketing has changed for restaurants over the past five years. The days of winning customers by running a TV commercial with delicious looking melted cheese stringing across the screen are over. Now, when people are hungry, they turn to the internet to do research. Whether with their phone, computer or tablet, consumers know they can find exactly what will satisfy their craving with just a few clicks. So how do they do research?
It turns out that 79% of consumers go to a brand’s website or mobile website to find information before spending – information like menu offerings, location information, general vibe and more.
So think about it: why do people come to your restaurant’s website? Because they’re hungry and want to see if you’re the right option to cure their hankering. How can you use their habit of research to your advantage? In short, make them an offer they can't refuse.
When consumers go to your website because they are hungry, they are inviting you to make a relationship with them – all you have to do is ask for it. The traditional email address collection box or sign-up form is not sufficient… no one likes to fill out those forms and most people just simply don’t do it. Consumers want to feel appreciated and loved – in fact, 95% of consumers sign up to receive emails in order to get special offers. So, offer them something they can't refuse and get contact their information in exchange.
Data shows that if you present a special offer upfront in exchange for an email address, more people sign up to receive emails and you collect more relationships.
So what are you waiting for? Make sure you offer a hungry consumer on your website something special in exchange for their email address so you can build a relationship with them. Watch how many more email addresses you collect and how many more quality customers you earn.
 Jiwire, 2013, Q2 2013 Mobile Insights Report.
 Blue Hornet, 2012, Consumer Views of Email Marketing Report.