After twenty years as a chef and strategic brand consultant, I launched a social media/networking service this summer. I am conducting a brief survey:

1. Is your organization using social media/networking?
2. Is the human resource cost prohibitive?

Jeffrey Kingman
Twitter Me

Tags: facebook, linkedin, media, networking, social, twitter

Views: 105

Reply to This

Replies to This Discussion

Thanks Keith...

Yes, please ask away. There are several good industry folk who are researching the topic vigorously - Keith, Michael Atkinson, Paul Barron of Fast Casual Magazine are a few. has posted a resource page of social media best-practice theorists here.

Jeff, excellent work. We still have to quantify the return of social media to restaurant owners in actual patrons sales. We can show data from now till tomorrow but without proper numbers to sales, social media is still a hard sell.

Thank you. Here's an excellent article on quantifying ROI of social media for businesses of all types.

What's Your Twitter ROI? How to Measure Social Media Payoff

It's merely an exercise in projecting costs to results; no different than any other ROI exercise in a restaurateur's business plan.

Jeff, I am not talking of ROI measuring metrics which to a restaurant business owner means spend and traffic. I mean showing simple digestible numbers that shows returns.

Ola Ayeni
Chief Idea Officer
Mobile Dialog - Our website - Linkedin - Our blog
1888.424.9666(work) l 630.709.6623 (cell)l 630.226.1858(fax)
1864 Quincy Avenue, floor 2 Naperville IL 60540

It's different for each organization. A multi-unit, with it's economy of scale, will look at it different than the independent with $1mil annual revenue. I think the harder sell is the independent, but that's also the operator that stands the most to gain.

Social media is entirely about "word-of-mouth", as Keith states below and leading theorists state.

What we do is meet with the operator, listen to them, evaluate their community and their desires and then plot out several scenarios of engagement. We estimate the costs based on time and labor, especially who is providing the labor.

Ola and Jeff,

This is how I take it and how I am explaining it to people, not just in food/food service, but hotels and other businesses :

The best form of advertising is Word of Mouth. it beats newspaper, yellow pages, television, radio.

What social media, does, it seems to me, is make the word of mouth work faster and to a greater audience. You just "type" your thoughts or "text" your thoughts rather than "Wait till I get home and tell Aunt Mary about this new place."
With social media, you can essentially do it in the restaurant, tell Aunt Mary, Cousin Sue and whomever else who may be listening.

It is an exciting phenomenon for the food industry and is long overdue.
The monitoring of the data will be the key. Once people (in food management) realize
the importance and the impact , it won't be the hard sell that many believe it is.
Bill Bridgmon and I had a very similar conversation to what Keith just said the other night before you spoke to him. Word of mouth is huge in this area. It makes or breaks a great many restaurants. And with the increased usage of FB, MS, Twitter and such, the turnaround time for word of mouth has gone from days to instant. With that being said, we went on line to see how many of the restaurants in the southern White Mtn area of NH were using Social Networking sights. We were amazed to see how few (2) were actually taking advantage of this great media. It's time to bring these places up to speed on what they are missing. Chalkboarder is definately a solution.
Michelle, Keith and Jeff, many owners are still locked in the old mindset of good food, good service and they will come.... That is the hard part of evangelizing social media to many owners. As you are aware, many owners also do not even have a marketing budget talk more of doing social media.

I really like Keith's analogy of SM as the word of mouth done in a quicker way. I was asked to present to a group of local owners recently and I defined SM as a word of mouth on steroids. Once you begin SM and your restaurant gets high with friends and folks coming, it keeps your restaurant high all the time once you keep doing it. But you need to keep getting high ( I mean spend time) in order to keep getting high( consistently doing sm)...

The question I usually get is what do we write on FB or Twitter and how do we begin.....

Many owners are used to the quick unsustainable methods of getting high. One time buzz of traditional media.

We all have work cut out for us.

Jeff and I are planning a Video Webinar coming soon...


I got a great chuckle from your analogy of steroids! :)

Compelling content, produced simply and that tells a story from inside your operation, is what communicates (it has to be authentic). Publishing today's specials doesn't engage nearly as much as relating the human side of your restaurant.

I am very excited about the Video Webinar we are working on...

Hello Jeff,
I'm starting to use social media and do not consider the human capital cost prohibitive. However,
the creative content issue and technology component to keeping our message fresh and unique is challenging. I'd like to explore educational opportunities to develop our social media platform in-house.
Hope that helps in your survey.





Social Wine Club for Craft Wineries


Red Lobster crafts new, high-end image

Red Lobster will nix low-price specials and focus on flourishes like plating in order to reshape itself as a cut above dine-i -More

The Year of the Instagram Strategy
Managing the Instagram channel has become a strategic imperative for any brand or small business, and the urgency grows daily along with its user base. During this webinar on August 12 you'll hear how brands such as Disneyland Resort, JCPenney, and The Coffee Bean & Tea Leaf are utilizing this platform to connect with their customers in an authentic, relevant way. Register today!

The tweet's the thing

Everyone’s atwitter about the NRA's Kids LiveWell Twitter party, held in celebration of the program’s third anniv -More

Arby's meaty campaign highlights protein lineup

Arby's new campaign, "We have the meats!," focuses on the chain's new limited-time menu offering, the Mega Meat Stack, which  -More


Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

Restaurant Trends - Growing And Emerging Concepts - Change and Activity July 29, 2014

Update from on growing and emerging restaurant concepts

Gen Z, the First True Digital Generation, Represents the Future Foodservice Consumer

Gen Z, the first true digital generation, represents the future foodservice consumer. They're a generation on the move that strongly prioritizes speed of service, technology, and having what they want, when they want it. Millennials, more so than older generations, prefer to visit restaurants that offer new and unique foods and flavors. Gen X and Boomers converge on several preferences—such as the importance of a convenient location.

Red Robin Gourmet Burgers Celebrates Its 500th New Restaurant Opening

Red Robin's 500th new restaurant opening will open on Aug. 4 at 11 a.m., in Milpitas, Calif. at the Great Mall of the Bay Area.

Darden Completes Sale Of Red Lobster To Golden Gate Capital

Darden Restaurants, Inc. (NYSE: DRI) and Golden Gate Capital today announced that Golden Gate has completed the acquisition of the Red Lobster business and certain other related assets and assumed liabilities for approximately $2.1 billion in cash.

Dunkin' Donuts Announces Plans For Seven New Restaurants In Duluth, Minnesota With New Franchisees Brian And Sharon Weidendorf

Dunkin' Donuts announced today the signing of a multi-unit store development agreement with new franchisees, Brian and Sharon Weidendorf, to develop seven restaurants in Duluth, Minnesota and the surrounding areas. The first restaurant is planned to open in spring 2015.


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service