In my web design business, I often hear that restaurants don’t need a website because Instagram will suffice. I strongly disagree. While Instagram is an excellent tool for daily communication with your clients, it is an incredibly crowded platform, making it difficult to stand out. I’ll discuss Instagram for your restaurant in another article.
Whether you run an American diner, Mexican restaurant, sushi bar, sandwich shop, pizza parlor, or café, as a restaurant owner, you have many factors to consider for a successful business: staff training, health and safety requirements, location, cleanliness, food quality, menu prices, and most importantly, how customers find and choose you.
How do people find a new restaurant?
According to Toast, 35% of guests discover restaurants through online reviews and the restaurant’s website. After finding you in a local listing, dining guide, Google Maps, or someone’s blog, why do they choose you over other restaurants? A survey by Lightspeed found that 90% of guests research a restaurant online before visiting. If 9 out of 10 potential customers are researching you online, don’t you want to ensure they like what they find?
Potential new customers want to read reviews, savor pictures of the food, see how it’s made, and understand the inspiration behind it. Most importantly, they want to know who is behind the food they are about to eat. Without a website to showcase these aspects, customers will likely keep browsing.
Returning customers want to know how the restaurant is doing, what’s new on the menu, and any updates in the restaurant’s culture. They also appreciate occasional reminders about your restaurant.
Is your restaurant a brand?
Every restaurant needs a brand strategy and reputation to impress its customers. It’s challenging to convey your brand solely through Instagram. Without a brand strategy and identity, you’re just another eatery. A website allows you to represent who you are to potential and current clients, increasing brand loyalty and reaching your target demographic.
With so many restaurants around, customers want more than just an address. They have questions about food sourcing, wine list, opening hours, pet policies, parking, and even the type of music you play. For example, I love jazz but detest Bossa Nova.
A comprehensive and easily navigable website is a great start to your customer’s dining experience.
Essential elements to be included in your website
Working hours
Location with a link to Google Maps
Menu details, including ingredient and wine sources
Special events calendar
Ambiance description
Online reservations and payment options
Online food delivery orders
Parking information
Here are 8 important Reasons Why Your Restaurant Needs a Website:
Brand Representation: Showcase your restaurant as a brand, not just an eatery and attract an ideal customer.
Improved Search Rankings: a website optimised for SEO enhances your visibility on search engines.
Direct Customer Connection: Engage directly with your customers, this shows your appreciation.
Brand Image Building: Establish a strong brand image and make your establishment appeal to the people that associate themselves with your brand values.
Essential Information: Provide crucial details about your restaurant and more.
Increased Sales and Revenue: Boost your business’s financial performance by selling related items. For example farmhouse restaurants often have a shop selling their produce, wines, sweets and books.
Better Customer Service: Offer an improved customer experience including online booking and home delivery.
Add credibility: having a professionally designed website adds credibility.