We discuss some of the retargetting methods for Google Analytics and Facebook Pixels. One of the Restaurants featured in the Cheap Eats guide 2017 for Melbourne only had a Menulog website. It had Google Analytics tag manager and the Facebook Pixel on the website they provided to the restaurant. Menulog makes a lot of money out of these marketing techniques. They aren't too hard to set up and every restaurant should have it set up for them.
Chef Shaun Quade's night on Masterchef required a lot of preparation. We built a website for Restaurant Lume that had the pixel installed, had Google Analytics installed. It was designed to scale, with a lot of visitors at once and it was designed to show the Restaurant of in the best way. Chef Quade has some amazing photos of the food and we needed to display them in the best possible way.
The first mistake people make is not having a website.
The Website had 10 people on the website at once before the show. The traffic jumped to 50, then to 300 in the space of minutes. That is 300 people at one time! It then climbed to 450, 700 and topped out at 1,148 people at once. The website was serving 25 pages per second. 90% of that traffic was from mobile phones. This was because people were sitting down watching Masterchef and had their phones with them.
We used an Amazon AWS server to be able to scale so that everyone hitting the server at once would be able to see the website. Chef Quade had 4 friends appear on Masterchef and all 4 had their websites crash. It doesn't need to be like that.
Check out the Show Notes to see the video of the traffic that they generated on the night.
Make sure that you have Facebook pixel installed.
Make sure you take bookings online. Restaurant Lume uses Tock and was able to take $15,000 of bookings in the first 30 minutes of being on Masterchef. If their website was down, many of those customers would not have come back and so those bookings would have been lost.
The last mistake is using the wrong booking or ordering system. If you are using Menulog, Just Eat, Delivery Hero, OpenTable, Dimmi or Quandoo, you are sharing or losing your customer contact details AND you are being charged per seat or per order. This places you at a massive disadvantage compared to those using different systems, like the Free Restaurant OnLine Ordering System or the Free Online Restaurant Booking System.
Hopefully you've got some ideas about how to generate your own Masterchef effect and you will be really well prepared with an online marketing strategy for your Restaurant to make sure you capture all of the benefits that you can for your Restaurant.