The Importance of a Digital Footprint: What Restaurants Need to Keep in Mind

August 20, 2021

Photo courtesy of Voolsy Screen

The pandemic certainly accelerated the pace at which individuals, and companies, adopted technology into their day-to-day operations. In the restaurant industry, technology became a lifeline. From takeout and delivery to social media pages and GoFundMe’s – the industry utilized technology as much as it could. The question that will soon arise, however, is whether or not the industry should continue pouring investments into digital channels and platforms or revert to their pre-pandemic setups? 

Many believe that the industry is forever changed. QR codes, availability on multiple delivery service platforms, humorous Instagram pages and Facebook promos – these are all experiences that many think will stay forever now that the pandemic cemented their existence. Perhaps it will mimic how retail saw a significant shift to online as well. And while it is agreed that demand for in-person meals and experiences will never entirely decrease, neither will expectations for new and improved technology. 

As such, the industry‚Äôs digital footprint has become just as important as its physical one – if it even has a physical one anymore. Restaurant presence and content on apps has never before existed at this level – from business Instagram pages to Facebook fan clubs to TikTok guest rating accounts. This is not to paint an entirely rosy picture. The industry has dealt with its fair share of issues sprouting from technology. Third party food delivery services have been the center of attention for years now, but there is also the problem of stolen customer data, lessened human interaction, and a lack of veritable connections and relationships – all because of technology. The good news is that the industry has only just boarded this ship, and many changes can still be made to its relationship with technology. 

A recent webinar hosted by the National Restaurant Association and Heartland Payment Systems looked at the most important ways in which restaurants can utilize technology for their benefit. Most importantly, for small businesses, making these changes does not require a major marketing firm – now, the odds that someone on your team is proficient in social media and marketing is higher than ever given how much technology has taken over our lives during the pandemic. The following are the 3 most important steps to take: 

  • Create a veritable website 
    • Key words such as – family, people matter, passion, having fun, respect, diversity, happiness, giving back – should be sprinkled throughout. 
    • An entire page should be devoted solely to employee recruitment 
    • Photos should play a large part on the website 
      • This is especially true for smaller businesses, who should remain very people-centric
  • Create veritable social media accounts 
    • The same applies for the various social media platforms – Instagram, Facebook, LinkedIn, TikTok, amongst others. 
    • Users need personalities and themes to follow along with – so your posting should be constant and ever-changing. 
  • Keep messages constant across channels 
    • Whether it be a Facebook biography or your mission statement on your official website, your message should remain the same and:
      • Highlight what makes your company a desirable place to work
      • Be consistent across messaging channels
      • Have a strong, clear, and consistent brand message, demonstrates a commitment to people 
      • Demonstrate career paths 

Although technology became more popular and widely-used during the pandemic, it certainly existed and was being used across many sectors pre-pandemic. If anything, this period of recovery and change is the best time for restaurants to infuse their operations with technology before they are disadvantaged once more.

Founded by attorneys Andreas Koutsoudakis and Michael Iakovou, KI Legal focuses on guiding companies and businesses throughout the entire legal spectrum as it relates to their business including day-to-day operations and compliance, litigation and transactional matters.

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