Every day, 6 restaurants close in Paris (source Registry of the Paris Court via Challenge). Why ? Because many do not spend enough time on their communication. But when you have a restaurant, you have little time for content creation…
Between the preparation of the service, the service itself, suppliers, employee management, accounting, communication and content creation often come to the fore. However, their impact is no longer to be demonstrated to attract and retain customers.
To avoid your communication being stressful and staying 30 minutes in front of your Instagram account without knowing what to publish, you need to find a solution to organize and optimize your time.
This solution is the establishment of an editorial line. This document is a common thread for your communication and guarantees the consistency of the messages you pass on a daily basis. We will see the stages of the creation of your editorial line.
We will take as an example Big Fernand, the kings of the burger made in England which has more than 26,000 subscribers on Instagram and 80,000 on Facebook but above all a 2017 turnover of around 18 million euros (excluding franchise).
1- Well defined objectives
The first question to ask yourself is why create content for your restaurant? What you want your subscribers to think of you after seeing your content.
You can have several objectives which can be declined in different types of content such as:
- Be identified as an expert in your culinary specialty;
- Defend values that are dear to you such as veganism or eating locally;
- Highlight the members of your team;
Big Fernand has 2 main objectives in its communication:
- Show that they make burgers with quality products;
- Show their authentic franchouillard side.
2- The target of your restaurant
What is the target of your restaurant? To create calibrated content for your target, you must have defined in advance who it is. You have to speak to your target to know it on the fingertips.
- What is the demographic profile of your target: age, sex, profession, center of interest …
- What are its objectives when coming to your restaurant? Satiate, taste, “heal”, save, socialize, discover a specialty, travel to another country, eat quickly….
- What frustrations does she want to avoid? Do not eat healthy, overpriced, slow service, always the same dishes, rude staff …
- What is his behavior? Frequency of visits? Midday ? Evening? Which dish does she choose? Starter dish dessert ? Drink? Average basket ?
- What are his favorite brands and why?
- What is his favorite channel for interacting with your restaurant? Phone, Website, Delivery (Deliveroo, Uber Eats, Just Eat), Social networks (Instagram, Youtube, TripAdvisor)…
The target of Big Fernand is a young population (18-34 years old) with a good purchasing power. The target’s objective is the search for taste, transparency on products and top service. She is very connected on social networks, sensitive to staging, she tracks down the good addresses and posts photos of her dishes.
3- The themes that you approach
What are you going to talk about on your networks? The main theme for a restaurant is its cuisine which can be approached from different angles: a new dish, the explanation of a culinary technique, the origin of a specific ingredient …
Other themes can be addressed such as:
- Your team (chef, server, supplier, etc.);
- Your decoration (a plant, your dishes, a fresco, a painting, a light fixture, etc.);
- Your events (inauguration, Halloween, Christmas, etc.);
- Your values (organic, ethical, vegan, hallal, locavore …).
Note each of these themes in your editorial line, then regularly create content around them by combining them and changing the formats: photos, videos and texts. These themes should speak to your target audience and meet your communication goals.
The tone of your speech is important and should reflect your identity, speak to your target and serve your goals. You can have a warm and committed tone, professional and funny or even informative and detached … but always keep the same.
On Big Fernand’s Instagram, there is a mix of themes that meet their objectives with their own quirky tone.
- Their cuisine combined with their product quality values. The multi publications give a close-up effect to see the detail of the burger, which reinforces the transparency on the ingredients.
- Their teams combined with their values with waiters or managers in black and white who remind us of their authentic and always smiling side.
- The tone used by Big Fernand is shifted with regular puns. They also use emojis which speaks to their young target and have renamed their employees of the Fernands for the spirit of staging 100% franchouillard.
4- The media on which you publish
What supports should you use to reach your target? You have defined what were the preferred means of contact for your target in paragraph 2. Report them in this part and define the codes and uses for each communication medium according to the formats.
For example :
- On Instagram, you will always have to add 5 or 6 hashtags in the publications;
- Blog articles are 1,000 characters long with a call to action;
- YouTube videos should show behind the scenes of the restaurant …
The more precise you are, the more time you will save in creating your content.
5- Your frequency of publication
How regularly do you get in touch with your audience? To keep your audience in suspense and for them to regularly visit your restaurant, establish at the beginning of the month a schedule for your content creation with the theme, target, format, text, date of publication and especially the goal.
For Instagram and Facebook, I invite you to use content planners such as Later, Hootsuite or Buffer. You can plan all of your publications for the month at one time.
By setting up an editorial line, you think your communication over the long term and you are no longer in the moment. Thus, all your communication will be consistent and will direct your subscribers a little more into the universe that you have created to transform them into regular customers.
To go further, download the free template to complete to create your restaurant editorial line. This document will allow you to save time on a daily basis to focus on your cooking.
To learn more about Big Fernand, discover the case study on the brand identity of the kings of the French burger where you will discover their secrets.