mcounts - digital marketing for food services industry

DIGITAL MARKETING 2.0 FOOD SERVICES INDUSTRY

PERFECTION IS NOT ATTAINABLE, BUT IF WE CHASE PERFECTION WE CAN CATCH EXCELLENCE

Neeraj Mishra, Co-Founder: Mcounts

"THERE IS NOSINCERER LOVE THAN

THE LOVE OF FOOD"GEORGE BERNARD SHAW

US $ 78 BILLIONINDIAN FOOD SERVICE INDUSTRY

EXPECTED TO REACH - 2018

US $ 2.8 BILLIONCURRENT INDIAN GOURMET

FOOD INDUSTRY

CAGR 20%

US $ 1.12 BILLIONESTIMATED 2015 -ORGANIZED

INDIAN FAST FOOD/ QSRINDUSTRY

US $ 900 MILLIONMONTH-ON-MONTH 20%

INDIAN- ONLINE FOODORDERING INDUSTRY

AGE PROFILE WHO EAT OUT

CONSUMEREXPENDITURECOMPOSITION

TRENDS

Even at times of financial distress people will not stop eating and theF&B industry will continue to grow

Gradually moving from the fine dine to a more casual dining culture

With the advent of new brands the younger generation is becomingglobal and is beginning to acquire new taste and preferences.

Growth of QSRs as they are creating and offering premium qualityproducts, services and interiors to keep the customers enticed andengaged

Indian Consumers are increasingly dining out especially urban areas

Eating out has evolved from occasion driven activity to occasion initself

TRENDS

Urbanizing, Double Income households, changing lifestyles arespurring the growth in organized food services market.

TRENDS

Urbanizing, Double Income households, changing lifestyles arespurring the growth in organized food services market.

CATEGORY MARKET SHARE 2014 CAGR EXPECTED MARKETSHARE 2017

ORGANIZED

UNORGANIZED

30% 12-14% 45%

70% 8-10% 55%

ORGANIZED: RESTAURANTS, BARS,LOUNGES, CAFES, QSR, FINE DINERESTAURANTS, CHAIN, FROZENDESSERTS OUTLETS

UNORGANIZED: DHABAS, STREETSTALLS, ROAD SIDE VENDORS, FOODCARTS

BACK TO BASICS

Value for money Quality service Experimentationin cuisines

Core Competence for any restaurant in the industry

DIGITAL MARKETING 101

STAY CURRENTKeep yourself up to date on currentstatistics, trends, facts and figuresthat can help you analyze yourrestaurant marketing plan

FUNCTIONAL WEBSITEHave a well-optimized website,create a food blog, list daily specialsand direct visitors to your socialmedia profiles and online reviewsites

LOCAL SEOEngage in local SEO practices:72% of all searches are related toa search for local content, be100% sure that your website willshow up for searches relevant toyour restaurant

LOCAL FOODBLOGGERSAsk local food bloggers to reviewyour restaurant in return for a freemeal. The outside link will help withrankings, and the positive reviewwill help your reputation.

ONLINE REPUTATIONMANAGEMENTPay close attention to what people aresaying about your restaurant online. Thankvisitors for positive reviews and respond toand respectfully resolve negative reviews.

FRESH LOOK TOMENU/COLLATERALSIf you have a boring or outdatedmenu, however, customers maythink your food is not enticing aswell. Get similar optimized for theweb.


SOCIAL MEDIA, SOCIAL SEARCH & CONTENTStrengthen word of mouth marketing with an interesting, interactive social mediapresence. This gives the ability to engage your customers every day of the year,represent your brand and enlist customers to share their stories

Curate unique Content, Promote User Generated Content

Instagram is a great platform to promote yourself through smart hashtags andincreasing the engagement with your clintele, building a loyal community andexpanding to their friends circle.

Setup Google Alerts/Mention : To know who is talking about you

Share Positive Press

Show off your 5-star staff doing what they do best! Seeing happy, smilingemployees does wonders for your reputation, as customers long to be served byjoyful workers

Run contests. This is a great way to reward social media fans, grow your fan base,bring in more customers, and promote loyalty. Give customers a chance to win agreat prize and you’ll give them another reason to come back again.Give yourpatrons incentive to follow you on social media channels or to come into yourrestaurant,


GET HYPERLOCAL

Get listed on important Food directories like: Zomato, Times City, Burrp.Have tie-ups with with Food Aggregators like FoodPanda, TinyOwl, Swiggyetc.

Run Geo Targeted Ads (Google Adwords, Facebook, Zomato)

More than half of all paid clicks on Google now already come from mobile!Restaurants are one the best candidates for mobile ads, as users are often lookingfor nearby dining options while on the move. Mobile ads tend to be cheaper thandesktop ads, and mobile boasts impressive conversion rates.

What’s really cool is that there are numerous mobile ad targeting platforms thatallows for all kinds of mobile customization and targeting options.

Partnering up with online food apps should definitely be a consideration as part ofyour restaurant marketing plan. Partnering with online apps encourages visitors tocheck out your restaurant through gamification and loyalty programs, which offervisitors a free purchase or discount for visiting a certain number of times.

KISS - KEEP IT SIMPLE SILLY

WHILE YOU KEEP YOUR FOCUS LASER SHARPON SERVICES AND OPERATIONS

WE GET YOU UPTO SPEED TO ENGAGE ANDEXPAND YOUR AUDIENCE

WHAT WE DOALGORITHMIC APPROACH

We perform quick profiling of your brand, Local Market and competition, YourCurrent Digital Footprint, engagement and connect, processes, Team and Vision.

STEP 1: QUICK BITE

STEP 2: 10-COURSE MEAL

Re-Branding (Logo, Collaterals) if requiredMobile Optimized WebsiteOnline Reservation System, Menu and EventsSocial Media Framework and ManagementContent Strategy and Execution, Food BloggingOrganic Discovery OptimizationHyperlocal Marketing Strategy and Execution.Ad-strategy across platforms - Social Media, mobile, 3rd Party aggregatorsMerchandise DesignEmail Newsletters. Subscriber Management, Retargeting platform setup.

STEP 3: DESSERTS

Management, optimization and Continuous Innovation

WINE AND CHEESE ARE AGELESSCOMPANIONS, LIKE ASPIRIN AND ACHES,OR JUNE AND MOON, OR GOOD PEOPLEAND NOBLE VENTURES.M.F.K. FISHER