QSR Magazine writes in their latest issue about how to use feedback from blogs, consumer review sites, and other social media for your restaurant:
“Customer feedback found in blogs might reveal key information if you read between the lines…. Filtering through customer feedback on the various Internet blogs and social networking sites such as Yelp, BooRah, Citysearch, and others can be a very time-consuming endeavor, especially if your quick-serve restaurant boasts multiple locations. But reviewing these comments can lead to more targeted information, such as the favorite menu item, most-common dislikes, and the popular customer service aspects and could play a key role in marketing and advertising for the company.”
Building on this theme, BooRah is publishing a restaurant online reputation case study
that analyzes user-generated content from across the web on Buca di Beppo, the 88-unit restaurant chain recently acquired by Planet Hollywood. There are several aspects of social media helping and hurting a restaurant chain that are explored in the white paper, including:
* Analysis of the overall “brand promise” of the restaurant chain against high-level themes that are being written about in user-generated content.
* An example of how newsworthy events can be amplified by social media and online search to greatly impact the “message” that consumers see about a restaurant’s brand online (in this case, not in a good way!)
* A breakdown analysis of user comments and reviews posted on a location-by-location basis, and how each location’s ratings impacts the overall restaurant brand image.
In the end, a proactive approach to social media — starting with base-lining the existing user-generated content about your restaurant — can be used to benefit a restaurant’s other marketing efforts. An important example sited in the QSR article:
“Responding to those who post such comments is a crucial component in monitoring customer feedback…you have to tell the customers you have heard them and are working to address their concerns.”
Otherwise, as was the case in the Buca di Beppo example, comments in the blogosphere can turn into user-driven speculation about your company and your brand.
You can download the BooRah restaurant online reputation case study here
(cross-posted on blog.boorah.com