In the current digital era, nearly all aspects of life are deeply intertwined with technology. Technological advancement has led to the widespread use of social media for various purposes. In particular, the growing popularity of social media has influenced how business is conducted. In the restaurant industry, customers can connect with restaurant owners or other customers via platforms such as Instagram, Twitter, and TikTok. Social media also allows customers to leave their reviews on the places they go to eat. Individuals can share information, opinions, and photos that can generate sales for the restaurant. Restaurant owners and managers should leverage the power of social media to grow their restaurant businesses. The effective use of social media by individual restaurants can have a positive impact on business.
One reason why social media can influence a restaurant business is its popularity as an information-sharing tool. Social media is popular in all parts of the world across all age groups. In Australia alone, there are approximately 21.5 million social media users, representing over 80% of the population (Mitchell, 2022). The most popular platforms include Facebook, YouTube, WhatsApp, and Instagram. People can easily share photos and videos in real-time.
For instance, one can upload photos of the food or interiors of a restaurant. Other social media users can access this information when researching restaurants to visit. Alternatively, restaurants can use social media to send messages to numerous customers concurrently. The owners can transmit information about their restaurants via short texts and photos, thereby appealing to potential customers. Social media has become a leading information-sharing tool, and it would be unwise for a restaurant owner to dismiss its influence in today’s world.
Another advantage of social media as a business tool is a reduction in the cost of advertising. Advertising is critical to the success of a business since it helps to expand the customer base of the business, leading to increased revenues. Although advertising is important for business, it is often costly. Social media can decrease the operational costs of a restaurant by reducing its advertising costs. Creating a social media account is a free and simple process that any person with technological literacy can perform. After creating an account, a restaurant owner can use it to advertise their products. For instance, a restaurant can have a dedicated Instagram page curated with photos and videos of foods and drinks. While marketing on social media is free or low cost, the marketing benefits can be impressive.
For example, research shows that customer choice of restaurant is partly influenced by the restaurant’s social media presence (Yaris & Aykol, 2022). Posting food, menus, and ambiance photos on social media can serve as a great marketing tool for a restaurant. Thus, restaurant owners can take advantage of the affordability of social media as a marketing tool since this could reduce their expenses.
Social media can also provide a direct connection between restaurant managers and customers. Restaurant owners can get direct feedback from customers when these customers comment online. For instance, a customer may leave a comment on the restaurant’s Twitter page, and the restaurant owner will respond. Owners can use social media to welcome clients to their restaurants or thank them for visiting.
Essentially, social media creates a two-way communication channel between the two parties and adds a personal touch to the exchanges (Emmanuel et al., 2022). Online interactions deepen the connection between a restaurant and its customers. The clients feel connected to the business because the personnel directly interact with them online. In the digital age, personal connection with businesses has become important for consumers because it makes them feel valued. Therefore, social media can have a positive impact on a restaurant because it allows owners to collect reviews directly from customers.
Some people may argue that social media could adversely affect a restaurant when a customer leaves a negative review. Users can leave bad reviews of restaurants, such as undesirable critique of food, service, or atmosphere. Other social media users can then be influenced by these reviews not to visit the restaurant. One study found that 60% of users might change their choice of restaurant if they receive negative feedback about the place from their social circles (Rasal, 2021). While it is true that poor reviews could harm a restaurant’s reputation, they also provide opportunities for improvement.
Managers should take bad reviews as feedback on areas that need modifications. For instance, a negative review of ambience provides the manager with an opportunity to fix lightning issues and all other factors that may be contributing to poor atmosphere. Additionally, Podolsky (2022) writes that negative reviews may actually be an indication of authenticity. They legitimize positive reviews because it is impossible for a business to only have five-star approvals. It is essential for restaurant owners to acknowledge negative feedback, respond politely, and guarantee clients that the matter will be resolved.
In conclusion, the restaurant industry can benefit from the use of social media as a powerful information-sharing resource, an affordable way of advertising, and an interactive platform for business-customer communications.
References
Emmanuel, B., Zhao, S., Egala, S., Mammet, Y. and Godson, K. (2022). Social media and its connection to business performance—a literature review. American Journal of Industrial and Business Management, 12 (5), 877-893. Web.
Mitchell, S. (2022). Social Media statistics for Australia [2021 & 2022]. Meltwater. Web.
Podolsky, M. (2022). Why negative reviews can help your business improve. Forbes. Web.
Rasal, M. (2021). Influence of social media reviews on selection of restaurants by customers in Pune City. ATITHYA: A Journal of Hospitality, 7(1), 15. Web.
Yaris, A., & Aykol, Ş. (2022). The impact of social media use on restaurant choice. Anatolia, 33(3), 310-322. Web.