Foodservice operators plan to ramp up their social media marketing over the next 12 months, according to Restaurants Canada’s most recent quarterly Restaurant Outlook Survey.
When asked which marketing methods they will devote more resources to over the next 12 months, eight in 10 respondents said they will be increasing their use of social media marketing, such as Facebook ads and special offers via Twitter. For table-service restaurants, this jumps to 90 per cent of respondents.
With competition on the rise within the foodservice marketplace, operators are likely experiencing an increasing need to differentiate their brands and raise awareness about their establishments and menus. Studies have shown that social media is a great way for businesses to build customer loyalty and distinguish themselves from competitors.
Four in 10 foodservice operators said they will focus more attention on electronic marketing, such as e-mail and online ads. For quick-service restaurants and “all other foodservice” businesses, this rises to 50 per cent of respondents.
Only 17 per cent of respondents said they will focus on traditional marketing, such as direct mail and newspaper ads.
The results of Restaurants Canada’s Restaurant Outlook Survey for the second quarter of 2018 were compiled from responses to a survey conducted in July 2018. In total, 283 completed surveys were submitted, representing 9,181 establishments, including table-service restaurants, quick-service restaurants, and other foodservice businesses, such as accommodation, institutions and drinking places. The Restaurants Outlook Survey report is one of many research reports available exclusively to Restaurants Canada members.
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