According to The Next Idea Restaurant Consultants; what consumers want from a restaurant web site may differ from what you think.
At
the top of the list was "current menus with up-to-date prices" - no
surprises there. But also of high interest were: descriptions of dress
codes, driving instructions, hours of operation, and information
regarding special needs. For example, is the site wheelchair-accessible?
And are large-type menus available?
What diners don't want from a restaurant website,
according to the Washing Post, is flash, animation, and as one
respondent put it, "music that makes my co-workers think I'm on a porn
site when I'm just trying to find a menu".
As
the Boston Globe points out, "No one would build a Flash site now for a
restaurant. Five years ago, it was ‘Where are the most bells and
whistles?’ That’s not a justification for them still being there. For
designers and users, the emphasis now is on accessibility. Websites have
to be easy to navigate, for computer users as well as people on smart
phones and tablets."
A
properly and honestly presented restaurant website does not have to be
complicated, and with the right information you can bring in new
customers and keep frequent customers coming back for more.
Use the methods below to achieve a more successful Web site:
1. Think Brochure.
The most effective Web sites concentrate on substance, not glitz. Avoid
flash, animation, and especially music. Even a simple website is better
than a site that won't or takes too long to load.
2. Use Photos. A picture is worth a thousand words. Not only do photos of your restaurant interior
or exterior add color to a site, but they also offer information about
the style and approach of your establishment. To most diners, restaurant
appearance is an important factor when choosing a dining establishment
and photos rated highly in the Washing Post survey of what diners look
for in a restaurant web site.
3. Display Your Menu.
Your menu is your most powerful marketing tool and is an essential part
of a well designed site. It can sway a potential customer to choose
your establishment. Especially important is that the menu be up-to-date
with current prices. And if possible, focus on a menu format that's fast
to load and will display on smart phones as well.
4. Display Your Specials.
This feature serves multiple purposes. It gives people a reason to come
back to your Web site, it lets frequent customers know when their
favorite dish is being served, and it may lure someone in who is bored
with your standard menu.
5. Make a Map. Let potential customers see how easy and convenient your restaurant location is. This is especially helpful to out-of-towners.
6. Include Web Coupons and Special Offers. Give people a reason to hit your site and then reward them for doing so.
7. Click to Order or Reserve. With companies like OpenTable.com and iMenu360.com,
(both integrated into SoftCafe'sWebGuider) you can now easily offer
Online Ordering or Online Reservations. In both cases you stand to boost
efficiency and increase sales to a rapidly growing internet savvy
crowd. Being able to make online reservations from a restaurant website
was near the top of the list in the Washington Post survey.
8. Strut Your Stuff.
Include positive reviews or awards your establishments have received.
Good reviews from your local paper can increase your business
dramatically.
Connect The Next Idea –
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