Social media is such a normal part of our daily lives now, it can almost fade into the background of marketing plans and conversations. However, it is only becoming more and more important for restaurants to grow and maintain a strong social media presence. There are many benefits to successful social engagement, from marketing campaigns to increasing brand recognition and growth; and there are serious consequences to mismanaging a restaurant’s social media presence. As we wrote over a year ago, ignoring online communication—positive and negative—can only hurt a restaurant’s reputation.
Recently, Jason Mitchell, CEO of social media marketing agency Movement Strategy, wrote for Nation’s Restaurant News’s Speakerbox about what he calls “The TikTok Generation” and how they are demanding restaurants’ attention on social media.
There are many positive benefits to user-generated content, like personalized marketing and customer connectivity. When properly overseen, customer posts, photos, and reviews add to a restaurant’s culture and visibility. However, there are drawbacks as well, primarily the power customers possess in controlling reputations. Mitchell’s opinion piece carries an ominous tone; a warning to restaurant owner-operators about the dangers of social media mismanagement, which can quickly take down even the most established brands. “The wrong misstep on social can literally make or break any brand,” he writes. “And it doesn’t matter whether you’re a Michelin star winner or just a fast-casual lunch spot — the urgency is the same.”
The stakes are higher than ever when it comes to social media, which Mitchell attributes to the generational shift in the customer base. “According to various studies, people who grew up with phones and have lived their entire lives on social are increasingly demanding a deeper level of transparency and don’t feel shy about making their feelings known. They also know that controversial takes — like a limited-service worker not giving them enough meat — are going to perform well. In fact, the algorithms are actively training them to share spicier opinions.”
Younger generations know the power they hold, literally in the palms of their hands. Mitchell walks readers through a recent Chipotle scandal, customers claiming that portion sizes were shrinking—with online evidence to back it up. In a grassroots campaign that quickly became viral, Chipotle workers were subjected to filming, customers using video—and the power to share it—to quality control their own restaurant experience.
“This makes things more volatile for restaurants that have no choice but to play the social-media game,” Mitchell warns. But he uses this particular example because of Chipotle’s response. “It’s also an opportunity, allowing restaurants who are listening to engage and respond like Chipotle did, earning more loyalty and growth in the process.”
It’s a good reminder for smaller restaurants that feel scared-off by social media, worried about cancel-culture and the potential for negative exposure. Mitchell reminds restaurant owners that social media grows businesses too—now more than ever. “According to an MGH survey, 53% of millennial TikTok users have visited a restaurant after seeing it on the social-media platform in comparison to 38% of TikTok users across all generations — approximately 51.8 million diners.”
Richard Weil, owner and principal for National Restaurant Consultants believes, “If you don’t engage in social media and personalized marketing, a very large consumer base may be not only overlooked, but less likely to frequent your restaurant. Fear is not an excuse, there are too many experts everywhere that can help operators navigate the digital realm.”
The key is strategy and knowledgeable, transparent management. Our restaurant consultants have been sharing tips since the early rise of social media, from simple tips to reaching followers, to how to maximize your content and keep a personal, human touch even as you implement digital mediums.