How Restaurants used Social Media in 2009

I asked Emerald Reilly, a senior marketing coordinator for social media services at FohBoh, to find a few current examples that define success. Emerald, always the over-achiever, found five worth sharing.

1. The Cheesecake Factory recently jumped on the Social Media bandwagon to promote their Reunion of a Lifetime Sweepstakes. They required people to become a fan of theirs on Facebook in order to enter. The winner would get to choose ten friends or family members to bring with on a trip to Las Vegas. Pam Naumes, CCF’s Manager of Web and Interactive Marketing, said Facebook was the perfect place to promote this sweepstakes “because people are there to connect with friends, family and loved ones.” (Information from CCF newsletter)

2. Domino's Pizza is utilizing social media to promote the brand new pizza recipe. They launched a new section on their website, dominos.com, 'Oh Yes We Did', which chronicles Domino’s decision to revamp their recipes based on consumers comments. The site includes live feeds from Twitter and Facebook, sharing what consumers think of the new pizza. "Our inspired new pizza was driven so heavily by listening to our customers through social media, having that component be a part of our online marketing campaign seemed like a no-brainer," said Chris Brandon, their spokesperson. He says the site lets them show their customers that they are listening to their concerns. See smartbrief.

3. When Maggiano’s first began to use Twitter to engage with customers, they found a way to gain followers quickly. Michael Breed, senior marketing manager, sent out a tweet saying that if users began following @Maggianos by 5pm they’d be entered to win a $100 gift certificate. They gained 2,000 followers that day. See Chain Leader.

4. Erik Oberholtzer, co-owner of Tenders Greens, a fast casual, three-unit restaurant chain based in Los Angeles, began tweeting to increase awareness about his brand. After gaining followers by tweeting about daily specials and ingredients he finds at farmer’s markets, he was able to tell all his customers that the grand opening of their third restaurant would be delayed a day due to mishaps with a permit. “The benefit is getting a message out there and building a community,” he said. See Chainleader.

5. Bob Evans Restaurant’s digital marketing manager, Stephanie Busack uses social media as a platform for dialogue with fans and followers. She says it makes easy to monitor customer’s needs and what people are saying about their brand and service. One of the more successful initiatives they’ve had was the use of microsites for interactive games and sweepstakes. “These games dram in a large audience, most coming back an average of seven to eight times to play or register and interact with our brand,” said Busack. See Chainleader.

I love businesses cases and success stories. As the restaurant industry becomes more engaged, it will only get better in 2010.

Goodbye 2000 -2009 decade

It hardly seems that 10 years has passed since I hosted 25 people at a dinner party (well wine and we also had food) to say hello to a promising new millennium. We ate and drank and toasted to our good fortune, to our vested stock options and the burgeoning Internet gold mine. Living and working in Silicon Valley then was an insiders' game. It was regular cocktail chatter. We discussed how much each of us was making and where we were investing our option cash. It was a heady time. I miss those arrogant, easy money days where wealth was created from good timing, a lot of sweat and luck. We all knew it wouldn't last. That was obviously then. Before meltdowns, bubbles, tragedy, not one but two recessions and lost wealth. I often wonder how many of my old cocktail party friends still have any money?

The verb named Google and the micro-blog named Twitter - the new kid on the block that may implode on its own weight - are welcoming signs of another fast to market caution. Twitter went mainstream in February after simmering since 2006. It's 2010 and they still haven't a clue on how to monetize. I guess I am just old school when it comes to business. While free can be a good model, it doesn't always sustain unless there is utility and technology there to sustain a high influence rating.

I worry about Twitter. Not that I am losing sleep over their success or future. I just worry that so many restaurants seem to think it's get followers, spam them, give away coupons and increase my business. This is an incomplete thought with expectations from a naive user. Rushing to use any one-to-many mass communication channels is not a good idea. I just hope restaurant operators use this social media tool as a start to joining the conversation and a way to seed new belief in a changing landscape.