A person holdign up their phone looking at a restaurant app

Trends Affecting the Restaurant Industry

New developments in technology have been impacting consumer preferences and attitudes toward the restaurant industry. These changes have left consumers wanting faster and more convenient ways to purchase food from restaurants. Companies like UberEats and GrubHub have capitalized on these emerging trends. The millennial generation is also known for being more mobile than previous generations, meaning they are constantly busy and have an “on the go” mindset. Millennials are also willing to spend more on experiences rather than services and products, with 72% of millennial spending going towards experiential-based activities. The restaurant industry will need to be making some dramatic changes in order to appeal to these new trends. Some ideas we have are:

Online and Mobile Ordering

Consumers are spending more time on their phones now than ever before. Smartphones and other smart devices make it easy for consumers to place orders on their mobile devices. Having a mobile-friendly ordering platform will ensure that consumers can conveniently order food from your restaurant.

Mobile Payment Options

Continuing with the habit of increased mobile device usage, mobile payment options are starting to slowly replace traditional cash or credit cards. Platforms like ApplePay and PayPal can encrypt consumers’ payment data so all they have to do is scan a barcode on their phone. Having a POS system that supports this method of payment can speed up line waits as well as ensure that your restaurant caters to the needs of every consumer.

Personalized Experiences

One of the most influential factors that consumers now look for when choosing a restaurant is an establishment that can offer them personal experiences. Consumers are looking for experiences that document and share with their friends on social media. Restaurants can capitalize on this by offering specialized dishes, extra service features, and branded hashtags.
These adaptations may sound overwhelming at first, however, adopting these tactics will allow your restaurant to become differentiated amongst the growing restaurant industry. At ON Advertising, we understand how sociocultural trends are affecting our restaurant clients. Don’t hesitate to reach out to learn more about how we can help your restaurant thrive!

ON Topic: Facebook’s Algorithm Update

Facebook just announced their newest change to their newsfeed algorithm. Facebook’s goal with this change is to offer users more of an opportunity for meaningful engagement on quality posts with the companies and brands. Since the 2016 election, Facebook has been trying to increase support in providing authentic content since they have been criticized for the amount of misinformation and clickbait that was reaching consumers.

“And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” – Mark Zuckerberg.

Many media outlets and publishers should be worried about this newest update. Not us. Posting content that does not align with the three major goals set out by Facebook will not succeed within this new algorithm. Posting unrelatable content, spamming timelines, and information spawning from an non-credible source will be the ones most affected. With these changes, our clients’ Facebook strategies actually benefit since ON Advertising strategies align with how Facebook wants companies to post content. With that being said, there are actions brands can take to advantage of these changes:

Original engaging content – Relatable pics and posts that stoke conversation.
Video – Get creative with your audience, produce short snackable videos, and get in the livestream game.
Events – People love to share what they are doing and entice others to join.
Influencers & Groups – Social media influencers align with the first three strategies, so they will also be another tool to use.

While the initial announcement of Facebook adjusting their algorithm may seem intimidating, ON Advertising has been using these strategies before Facebook’s algorithmic transition. In fact, we will be able to utilize this update to perform beyond our client expectations. ON Advertising will be better equipped to share your business’s story and support your strategic goals.

“Good social media in every platform is about connecting the stories and people that matter most to you. So, create stories that matter to your people.” – Irasema Jeffers, Chief Digital Officer at ON Advertising.