Hot Trends
Online Marketing: Social Media are a Must
In the foodservice industry, as opposed to the retail trade, the business itself cannot be completely shifted into virtual space. Naturally, we can order online, and the food can be delivered. But the restaurant experience is here to stay. Nevertheless, extensive online activities have become a must for any foodservice provider. Virtual space is becoming more and more important as a promotional arena for the restaurant trade: a crucial tool to create loyalty, trust and relevance - and, at the end of the day, ‘real' visits! Our survey reveals (and shows why) the active use of social media in particular has been a must for foodservice brands for quite some time now.
Our Questions ● Objectives and value of digital activity in the marketing mix?
● Main areas in which you are using the digital opportunities available today?
● Relevance of social networking platforms (Twitter, Facebook, etc.)?
● Lessons to learn, do's and don'ts, future challenges to be faced
Rochelle Schaetzl, R+D Director Nando's, Johannesburg/South Africa„Other than our international website (http://www.nandos.com/), our marketing and online activities are very market specific and differ from country to country. Our main website was designed to be both informative and entertaining. In addition, we also have a couple of country specific Nando's websites (e.g. www.nandosku - wait.com), often in a local vernacular - or in support of local market strategy. We've also recently created a new site called yourchirp.com. This site forms the interactive interface between us and our fans - to stimulate conversation and generate content for our new user-generated packaging. Originally, we asked Nando's restaurant guests worldwide some of life's big questions - like: What makes your world a better place? - in order to include their handwritten answers on our new packaging range. On yourchirp.com, anyone can participate in either posting answers to present questions or start their own conversations. While connecting our customers worldwide, this platform also gives us a good idea of what matters to individuals in different parts of the world. Viral campaigns are key to keep the message of a campaign alive long after the campaign has ended. We produce great quality production ads but only have them on TV for the duration of a campaign. These clips are shared digitally within the company - and orwarded to But if something very offensive is published, we will issue a statement distancing ourselves from the according views - or take legal action. In a nutshell one might say that a lot of our marketing happens through our customers - through word of mouth recommendations, viral or sharing activities."
http://www.nandos.com/
Read more about the opinions from Andreas Karlsson, Director of Int. Licensing, Wagamama, London/UK ; Joseph Hsu, VP of International Marketing for TGI Friday's, Carrollton/USA; Gunilla Hirschberger, Co-owner Sausalitos Holding, Munich/Germany...
| 15 December 2009 |
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Showdates
Intergastra - Stuttgart/Germany,
11 Feb - 15 Feb 2012
International Technology Trade Fair for Hotels, Restaurants, Catering, Confectioners and Café
Ingredients Middle East - Dubai, UAE,
19 Feb - 22 Feb 2012
Ingredients Middle East is the only event in the region to address the growing food manufacturing and processing sector.
Ingredients Middle East runs alongside Gulfood 2011, offering access to both events.
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