Medis restaurant
Social Media and Leading Catering BrandsĪlthough it’s apparent that social media has great influence on consumers, it is often harnessed and capitalised on differently by some of the world’s top food and drink brands.įor example, Nando’s - currently one of the UK’s most popular restaurant chains - has been ‘liked’ by almost 4.5 million people on its UK Facebook page and has around 1.5 million followers on its UK Twitter account. It also makes it easier for customers to find out key information, such as opening times or details of menu changes. Social media offers brands exposure and the opportunity to connect with their target demographic to promote their products. With over 58 percent of UK people actively using social media, its huge reach makes it a valuable tool for restaurants, pubs and caterers more widely. 18 percent of survey respondents said that they use the platform and, as it continues to grow in popularity, we can expect to see more catering outlets incorporating Instagram into their marketing strategies. Twitter followed as the second most popular social media platform, with 20 percent believing it has helped their marketing strategy.ĭespite being a relatively new kid on the block, the popularity of visual platform Instagram is also on the rise, allowing brands to showcase images of their food and drink. The survey found that Facebook was the most popular social media platform for catering businesses, with 81 percent citing it as the most important tool for their marketing efforts. In fact, 93 percent of respondents believed social media had positively impacted their business. Instead, 48 percent said that digital methods were the best type of advertising - with social media making up 28 percent of this figure. When asked what each participant thought was the most effective form of marketing for their business, only 34 percent cited ‘word of mouth’. Clearly, what we see on our phone, tablets and laptops matters.īut how does this trend towards online consumption affect British food and drink companies? And are pubs, cafes and restaurants across the country choosing to engage or disregard the influence of social media? What do those in catering and hospitality think about social media?īar supplies retailer Nisbets recently carried out a Pulse Survey to establish the attitudes of catering businesses towards social media. Similarly, there was an approximate 325 percent increase in Google searches for “influencer marketing” in 2017, as well as 230 new platforms and agencies focused on influencer marketing over the past two years. There are now approximately 3.2 billion global social media users, according to a report by We Are Social and Hootsuite, while a study by Adobe also discovered that UK users consume around 6.9 hours of online content a day. Consequently, in order to enhance a restaurant's top line, restaurant operators with an excellence certificate should keep the number of customer comments high and positive.Social media platforms and influencers have massive authority in marketing. For a restaurant with an excellence certificate, a larger number of reviews or a better overall rating promotes net sales, guest counts, and average check to a larger degree compared to a restaurant without an excellence certificate.
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The moderating effect of the restaurant excellence certificate between the number of reviews and restaurant performance are found to be significant. Additionally, customer overall rating, guest served per labor hour, and the food quality offered by the restaurant influence restaurant performance. The findings of this study reveal that the number of online reviews customers make has a significant positive impact on restaurant performance. The purpose of this study is to examine the influence of social media reviews and operating efficiency metrics on restaurant financial performance and to explore the moderating role of an excellence certificate.
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In addition, how an excellence certificate moderates the relationship between determinants and restaurant financial performance is still unknown.
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MEDIS RESTAURANT DRIVERS
A limited number of studies have been conducted that identify the major drivers of restaurant financial performance.