Did you know that the second most popular way for people to find restaurants is via social media?
While the restaurant industry has been using digital marketing for years, social media has now become a top priority for any restaurant that wants to stay in business. The coronavirus has forced food places to look for new ways to connect with customers and sell food. So let’s take a closer look how Instagram can help you boost your takeaway sales.
Why Instagram?
With millions of active users, Instagram is one of the most powerful social media platforms to advertise a business. The restaurant industry is not an exception.
After all, what better place to show off your delicious dishes, than the platform known for food pictures.
When it comes to selling on Instagram, you need to engage your audience. Be proactive - post pictures of your food, promote a dish of the week, show off your busy kitchen and a fun team spirit, share your working hours and remember to stay connected with your followers. So where to start?
Sell via your Instagram feed
Instagram is all about organic content but that doesn’t mean your posts can’t sell. Make your posts instagram-friendly - create a beautiful setting, choose a spot with a lot of natural light, find the right angle and take the winning shot! Don't be afraid to add a light filter to make the colors in the picture pop.
Here is an example of one of our clients, Wok Pop - they use bright colors as background for their food photography, lots of light and a playful angle.
Once you get the user’s attention with your visual, make sure your post description is all about your Takeaway service. What is the dish in the picture? How can one order it? When is your restaurant open? Give all the information one may need to easily proceed to your takeaway ordering webpage.
Finally, don’t underestimate a hashtag. Posts with at least one hashtag get 12.6% more engagement. Why are hashtags important? Hashtags make your posts discoverable and your business searchable. Use your restaurant’s name as a hashtag and find popular hashtags within the cuisine you offer.
How to use hashtags? Let’s take an example of an Indian restaurant located in Odense.
- Popular hashtags for Indian food are #indian #indianfood #food #chickencurry #tikkamasala #naan.
- Remember to add your location #odensecity #odense
- Is your restaurant in a shopping center or a part of a street food park? Then add the hashtags for those places #stormpakhus #arkaden
Sell via Instagram Videos
Video content has been one of the biggest trends in 2020. 75% of Instagram users take action after viewing a brand’s video - that includes actions from a click up to product checkout. After these statistics, there is only one thing left to say .. Lights, camera, action!
Currently, Instagram offers three types of videos - Reels, Instagram Stories and IGTV. You can use all of these to show videos of your dishes, how they are being made, answer any questions or to give your followers a sneak peek from the kitchen.
Instagram Stories are the most suited video type when it comes to selling. How to use Instagram Stories to sell takeaway?
- Instagram Stories and Story Highlights can act as a menu card on your profile. You can add and organize Story Highlights by takeout specials, drinks and combo deals. This way new followers can easily find out what you are offering.
- Share Instagram Stories of your best selling takeaway food. Remember to describe the dish, add your takeaway hours and address.
- Feature any menu deals or promotions. Use the oldest marketing trick - the sense of missing out. Add a countdown for when the promotion expires and see your orders booming.
- Use the “Swipe up” function to add a link to your takeaway website. This feature is only available for Instagram profiles with over 10k followers.
Sell via Giveaways
Giveaways are a proven method to attract new Instagram followers faster, increase post engagement and build relationships with your followers. However, the right giveaway can also increase your sales!
You can announce a giveaway that everyone who ordered takeaway from your restaurant this week has the chance to win a gift card worth $50.
Checklist for a Instagram giveaway
- Create an eye catching post
- Announce the prize - e.g. a gift card or a dinner for two
- Announce rules of the giveaway - e.g. purchase takeaway or follow the account
- Remember to add a deadline & share when the winner will be announced
- Remember to acknowledge that your giveaway is not sponsored, endorsed or administered by, or associated with Instagram.
What makes Instagram so powerful is it allows businesses to seamlessly blend advertising into organic content. Remember to post updates daily and share information about your working hours, takeaway and delivery services and special promotions.
If 2020 taught us anything, it is to be flexible and adapt to changes. So take your phone, log into your restaurant's Instagram account and start sharing.
Do you want to learn more about selling takeaway via Facebook, read our blogpost here.