LOST IN CATERING
Geolocation - turning the anonymous into the known. The common theme here is to provide recommendations based on your geographic location (via your phone). Users can ‘check-in’ at their current location, find what specials or deals are offered, read helpful tips from other people, check the latest hygiene rating and accumulate points/badges which they might exchange for loyalty based special offers. They can also check surrounding competitors and decide which location has the “best deal.” It started with Foursquare, Facebook Deals followed, Twitter Places went up and lately Google Offers joined the gang. So far only 45 million people (!) have even got around to checking in, imagine how many are going to do it next year.
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What's in it for caterers? Well, aside from the usual awareness/brand-building thing, or a direct response role driving customers into the business its about effectively targeting customers at the most important point in the service cycle – whilst they’re thinking about what to buy.
1. You can incentivise your most loyal advocates – your existing social media followers. Your customers will let you know how much they trust your brand based on their check-in behaviour. And you can tell how vocal and influential a customer is when she raises her hand with a check-in.
2. Discounts don't always work: The most common geolocation marketing approach is a discount for checking in. But this is exactly the wrong strategy. Because these are already loyal fans, you don’t need to discount and give away margin. In fact, only 7% of users in a recent survey said they use geolocation for discount
3. Social Engagement: By far, the most important motivation for consumers is the social element. 41% said the reason they checked in was to “connect with people I know or could meet” and another 21% said they were trying to “find a place liked by people they trust.”
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2013 TRENDS
BREAKFAST ALL THE TIME
symbols of home and comfort
FLAVOUR AND FUSION
savouriness, umami, and stronger tastes across the menu
FOOD AND YOUR LIFE
blurring of occasion
MEANING
value for money re-defined
CONTINENTAL DRIFT
sharing, informality and casualness
2013
2013
2013
2013
SPEED
giving the power back to the guest
2013
2013
2013
STREET
entry-level capitalism catches on
TECH ENABLING REASONS TO VISIT
I’m a menu and concept developer, living in Brighton and working with the UK’s top restaurant brands. I’m in London most days and this blog is about news, drink and food trends from the bar and restaurant industry and my daily exploration around the City. More about me..
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CUSTOMISATION
millenials gearing up
2013
CUSTOMISATION
millenials gearing up
2013
