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another harsh winter for restaurants?
Last winter was tough on restaurant brands. The nastyweather conditions dampened winter restaurant salesby 3 to 4% nationally, up to 8% in the worst hit markets.
Unfortunately, it looks like more of the same for winter2014-2015, with abnormally cold and wet weather forecasted for 3/4 of the country.
Here's how to prepare.
tip #1
Winning searches is critical to attracting diners. Create uniquelocal landing pages for each of your locations in order to getthe highest search engine placements.
brandswith local
landing pages capture
64%of page one
search results
brands without local landing
pages capture
4%of page one
search results
vs
tip #2
Ensure that local landing pages have accurate and completedata, including address, hours, phone numbers anddirections.
18% 43% 71%
of online listings have amissing or inaccurate
phone number
of online listings have amissing or inaccurate
address
of consumers would be less likely to go to a restaurant
if it's missing location data
18%18%
tip #3
Design your site in a way that allows for inclusion of easilyupdated, unique offers by location - and modify thosepromotions as the weather changes.
PROMO!
33% of U.S. consumersreported they canceled orrescheduled dining plans
last winter
59% of respondents said atwo-for-one offer would've
inspired them to brave the weatherand go to a restaurant
43% of top restaurantbrands do NOT includecustomized promotions
on their online sites
tip #4
Include consumer and/or third party reviews to differentiatefrom the competition and give diners a richer, more engagingexperience.
38% of consumers find reviewshelpful when planning to visit
a national restaurant
of leading brands includereviews on their local
landing pages
only
14%
tip #5
Revisit and refine your mobile strategy: if you don't havemobile optimized locators and landing pages you are losingdiners to the competition.
of restaurant brandshave implemented an
indexable mobile locator
of restaurant consumers use a
smartphone to look up locations
of consumers aremore likely to order in
during bad weather
of consumers usemobile devices to
order take-out or delivery
80% 67% 62% 52%
counter the winter blues with a stronger local digital presence
Contact Placeable to find out how our 3-month Winter DiningTrial can help improve your data accuracy - leading tostronger online and mobile assets, more site visitor to dinerconversions, and higher same-store sales.
visit www.placeable.com/restaurant to learn more
sources
Winter 2013-2014 Among Coldest on Record in Midwest, March 2014, NOAAOperators Had A Tough Winter, March 2014, Restaurant Finance MonitorFarmers' Almanac Predicts Another Nasty Winter, August 2014, USA TodayTrends Shaping Local Search in 2014, comScoreBrand Search Performance Study, June 2014, PlaceableLocator & Landing Page Study, June 2014, PlaceableThe Most Common Problems with Local Business Listings, March 2013, Search EngineLandNatLo Top 30, Stacking Up The Top Brands, July 2014, PlaceableRetail and Restaurant Consumer Survey, September 2014, PlaceableConsumer Survey, March 2014, NCRTechnology Innovations Consumer Survey, 2013, National Restaurant Association