Miami-based food influencer and entrepreneur Nico Norena shares how restaurants can use digital strategies and customer touchpoints to drive lasting success.
How important is digital presence for restaurants now, and what types of digital strategies actually move the needle for engagement and traffic?
In today’s digital economy, I think having an online presence for restaurants is imperative. It’s a channel in which they can showcase what an experience at their establishment will look like to potential customers, all before even walking in the door. It is also one of the most effective and efficient ways to keep in touch with their existing customers and share exciting, time-sensitive information such as new menu items, events, and collaborations.
When it comes to choosing a platform and formats, restaurants first need to understand who their audience is. Based on this, they can then choose a social channel and design a creative strategy. For example, if their ideal customers are between the ages of 18-34, then they should start with Instagram. Jumping on trends that speak to your audience while having clear KPIs with visible and actionable calls to action will help drive the results restaurants are looking for.
You’ve worked with some of the biggest brands in food and drink. What have you learned from them that smaller restaurants can apply?
One of the most important lessons I’ve learned throughout the years is how important it is for brands, or in this case, restaurants, to have a voice and a persona beyond their product or service, online as well as offline. The goal is to make customers feel like they are having a 360 experience every time they come into the restaurant, from the minute they walk in to the last bite of dessert. The quality of the food and impeccable service will always be the main focus, but light, pleasant background music and tasteful decor can all make a customer feel more than just taste. Once you make your customers feel, you will become top of mind.
In today’s online world, how much does a restaurant’s digital reputation, from reviews to social media, really impact customer loyalty and long-term success?
I think it does play a crucial role in a restaurant’s long-term success. Having a strong digital reputation can make or break a restaurant. We all do it — we go online and search for reviews as well as images of a new restaurant we would like to try out. If the information customers find on social or review platforms is not the most positive, then it might heavily discourage potential customers from experiencing these establishments. On the flip side, reading and listening to customers’ concerns can help restaurants address any adjustments necessary to improve the overall customer experience and therefore build that positive sentiment they are looking for.
From your perspective as a content creator and guest, what customer service touchpoints make a restaurant stand out and create a memorable customer experience?
When dining out, I’m always looking for a memorable experience. Whether it’s consciously or subconsciously, I’m constantly looking for moments that make my experience special. This can be anything from a smooth reservation system, where there’s easy communication with the reservations team, to a personalized greeting, to the execution of reservation notes, such as awareness of allergies or festivities. I also find high value when all staff members can address any of your needs, whether it’s ordering a drink or clarifying menu questions. It is truly a seamless experience when the entire team is able to attend to any role at any given time.
