Opening a new restaurant business is the beginning of a great adventure and creates a mix of challenges and satisfactions. In these pages,we have talked about pinserie several times: how they were born and how they have grown numerically throughout the world. We have explored the theme of differentiation, which pinsa creates naturally and givesa competitive advantage for those who embrace its philosophy, but that too of innovation, versatility and, above all, the quality of experience that customers expect in a very crowded market.
Today we focus on something different: on acquiring new customers thanks to the digital tools that anyone has at their disposal and can exploit for the good of their business. A slightly different theme than usual, but in line with the needs of those who embark on a new adventure in this world.
PINSERIE AND THE NEED TO ACQUIRE NEW CUSTOMERS
Acquiring new customers is part of the natural challenges not only of pinserias, but of the entire catering industry. Welcome, in fact, the loyalty of historical customers, but only with constant turnover is it possible to grow your business and fuel your ambitions.
Although pinseria is (at least, usually) a physical activity, and therefore deeply tied to one's own physical location, today restaurateurs can exploit a wide range of digital marketing tools to make their brand known, capture the attention of those who live nearby and of those who might be interested in going there specifically, even starting from a certain distance. Not to mention that the pinsa can be delivered to your home, and this opens up a whole other line of experimentation and, above all, of activity.
The beauty of digital customer acquisition tools is that, unlike in the past, using them does not require stratospheric investments, although there is always a need for a strategy and clear objectives. Without these two, it is very likely that the efforts will be in vain.
THE MAIN TOOLS: SOCIAL, BLOG AND LOCAL MARKETING
Today, reaching a potential customer is within everyone's reach because we have at our disposal:
SOCIAL MEDIA
Platforms like Instagram, Facebook, and TikTok allow you to create engaging visual content that attracts new customers, especially in the restaurant industry.
Using these platforms to document the life of the place, perhaps with a bit of irony and light-heartedness, It is used to create a connection with the potential customer, which will certainly be inclined to try. Beyond organic content, all these platforms also include targeted advertising features to reach specific user segments, such as people who live or work nearby, or who have already shown interest in the pinsa. One option not to be ruled out is collaboration with local influencers, which can further amplify the visibility of the venue.
BLOG OR MAGAZINE
Creating a blog or an online magazine related to pinseria can be a great way to attract customers through valuable content. For example, articles that talk about the preparation techniques, ingredients and recipes specific to the place or the stories of suppliers in the area. All this can intercept the online searches of users interested in the topic, making them return to the same pages several times and, then, accompanying them directly to the restaurant to taste what they have read about.
LOCAL MARKETING
Local marketing uses the geolocation of tools mobile (smartphone, tablet, smartwatch) to attract customers who are in the vicinity of the premises. This can be achieved through advertising campaigns (e.g., Google My Business), which they report the presence of the pinseria to those looking for a place to eat nearby. Additionally, listing your business on review and food guide apps like TripAdvisor increases your chances of being found by new customers.
EMAIL MARKETING
A bit subdued lately, but email marketing is actually still here one of the most effective tools for maintaining direct and personal contact with customers. Creating a mailing list of loyal and potential customers, gathered through the pinseria website or social media interactions, allows you to send periodic newsletters, which can include special promotions, exclusive events, or menu updates.
EVENTS ARE THE WINNING CARD
For those who open a pinseria, this is a winning tactic to differentiate themselves organize events that can enhance the innovation of pinsa. Events, such as themed evenings or guided tastings, not only attract new customers, but create a memorable experience, connecting pinsa to moments of conviviality and discovery.
The event, however, needs to be advertised in some way. All potential customers surf online and use smartphones, So leveraging social media organically is essential. Publishing engaging stories and posts on Instagram, creating an event page on Facebook and inviting people to share their participation are some of the tools that everyone has at their disposal and that, if used consistently and skillfully, can really make a difference.
