For years, word of mouth was your best marketing. A happy customer told a friend, the friend brought the family, and the dining room slowly filled. It worked, and it is natural to be fond of that way of growing: it is human and built on trust.
But on its own, word of mouth no longer makes you grow. Let's see why, and what complements it.
The problem with "hope marketing"
You hope customers like it, remember, say something to someone, and that person turns up. The problem isn't the intention, it is the control:
- You don't know when it happens. It might bring 10 customers this month and 2 the next.
- You can't speed it up. There is no button for "more word of mouth tomorrow".
- You can't measure it. You don't know who talked about you, or to whom.
- You can't repeat it at will.
What has changed outside
Younger customers expect to order online, see the menu on their phone and follow the restaurant on social media. Relying only on word of mouth isn't wrong, it is using yesterday's tools in today's market.
What complements it: a channel you control
You don't have to abandon word of mouth. You need to boost it with something it doesn't give: control. A channel of your own, with an ordering site, a contact list and loyalty, gives you:
- Predictability. Need more sales on Tuesday night? Send an offer to your list.
- Measurement. You know who bought, how much and when.
- Repetition. You talk to customers whenever you like.
- Scale. You grow at the pace you decide.
And it turbocharges word of mouth: with a review request at the right moment and a reason to return (cashback and points), every happy customer becomes an active promoter.
Alongside the marketplaces
Marketplaces remain a great shopfront for new customers. Your own channel is for people who already know you or who recommend you. Together, with a presence on social media and Google, they make your restaurant's 360° marketing.
How GetFoodies gives you that control
An ordering website and app with your brand, a customer list that is yours, loyalty and email marketing. With Get Social, the marketing around it (social media, Google, newsletter) is handled too.
The question to ask
Next time you have an empty room on a quiet night, ask: "can I do something about this today, or can I only wait?" If it is "only wait", you know what is missing.