End of Year Q+A with Stacey Arenson, Director of Marketing at Chowly
As 2020 (finally) comes to a close, we asked ourselves at Chowly, “What are some ways restaurants can bring their brand up to speed in 2021?” We sat down with Chowly's Director of Marketing, Stacey Arenson, to explore what marketing will look like for restaurants in 2021.
What challenges have restaurants faced in 2020 when it comes to marketing their brand?
Stacey: "No one knew the effect 2020 would have on restaurants, and many were not equipped to handle the shift in becoming a primarily off-premise business. Operators had to pivot quickly and adapt with the unprecedented situation. Creating a strong online presence was key this year and will continue to be moving forward. Being visible to local customers on popular third-party marketplace apps was the number one step toward restaurant survival. Your digital strategy should include a straight-forward and clean online ordering process. That includes having a strategic menu with clear pictures, all ingredients listed, and only including menu items that will travel well. If there is too much going on and too many modifiers and options, you may lose a customer due to cart abandonment."
With a decrease in face-to-face customer interaction, how will restaurant marketing tactics pivot in order to maintain customer loyalty?
Stacey: "A strong connection with your customer base is vital. There’s no longer an in-house guest experience, shifting that concept to a digital approach is essential. The important component to this is making sure your brand's voice comes through in the messaging you use and in the channels your restaurant utilizes. However you choose to connect with your customers—such as Instagram, Facebook, email, text messaging—it needs to be true to your brand. Consumers are smart. They will pick up on whether or not your messaging is genuine. Likewise, if you’re not on the channels your target customers are on, they won’t even see your messaging!"
The marketplaces are going to become a crowded space. What is going to help a restaurant stand out?
Stacey: "In an increasingly digital world, it’s important for restaurants to solidify their brand proposition. Brands must be visible to new and existing customers, however they also need to understand those customers’ buying journeys and how they have changed. Since the majority of restaurants offer delivery, how will yours stand out on third-party marketplaces? That is where your brand image and perception can help you. It’s also where you can start with building your off-premise strategy."
What are a few ways you can bring your brand up to speed in 2021?
Stacey: "Adaptability, connection, and community.
Adaptability: Growth opportunity and a restaurant’s ability to adapt are directly correlated. That could mean adapting to environmental situations, such as what we saw in 2020, but also for brand growth and consumer trends. At Chowly, we look at this from a technology standpoint. Having the ability to adapt is crucial. That’s why Chowly provides an infrastructure of technology that allows you to connect your tech stack in one place. This ensures technology that will adapt as your brand grows and as the industry advances.
Connection: I mentioned consumer connection previously, however connecting with partners is just as important. You’re now seeing brands like Chipotle and Papa John’s expand to third-party delivery marketplaces. Uncoincidentally, those are the brands that have remained strong in 2020.
Community: Think local. How can you relate to your consumers? What are the top third-party marketplaces in the area? How can you alter your messaging to coincide with the community? These are all important factors when establishing your brand. Even larger, corporate brands are restructuring their strategies to focus on each location rather than applying a universal message."