MasterChef Australia may be rekindling Australians’ love for eating out, according to the latest restaurant industry report.
Melbourne-based research firm IBISWorld predicted a growth of 3.6 percent in the restaurant industry over five years, driven by hectic schedules and reality TV shows. The report sees more Australians finding less time to cook at home, prompting them to grab a bite out. In fact, a 2013 survey of more than 1,400 workers found out that one in five were too busy to eat lunch.
Yet, what are the chances of reality TV shows, namely cooking, influencing one’s dining palate? Several studies show that women who tuned in to cooking shows and attempted to replicate the featured dishes ate more than those who watched but didn’t cook and those who didn’t watch and cook at all. Yet, researchers can’t establish a solid correlation.
A 2000 article published in the Journal of American and Comparative Cultures identifies this as “vicarious consumption.” Simply put, the sight of someone on the kitchen firing up the stove and preparing ingredients instils a form of pleasure. It makes you visualise, play by play, how a dish would turn out.
As a restaurateur, you don’t need your own cooking show to attract customers. Restaurant marketing advice suggests that great shots of your dishes and uploading them to social media outlets, can be just as effective. Photos, according to statistics, attract 53 percent more Likes and 104 percent more comments.
In light of this, your restaurant will need to invest heavily in social media optimisation (SMO), along with other basic marketing tactics.
SMO increases your restaurant’s exposure by keeping your social media channels active, and by updating your content on a regular basis demonstrates you are on top of trends that matter to your customers.
Marketing experts like those from Sonic Response perform SMO along with other marketing services like “local buzz”, a service is about generating “buzz” around your business in your local target area.
Effective use of social media, especially when you incorporate great images of your food, can be a big help when it comes to getting customers through the door. Effective marketing for restaurants must always seize the moment to ride the wave of current trends. Dining out might not always be as popular as it is now — it’s important for your business to attract your share of the market using proven marketing tactics.
Restaurant industry to grow due to busy lives and reality TV, foodService, March 30, 2015