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Restaurant challenges ? Turn digital !

Obstacles and motivations of digitalization :

The digitalization of companies in general is becoming more and more a trend in recent years. In fact, Facebook has generated more than $ 26 billion as revenue in 2016, of which 97% of revenues are from commercials made by businesses.In terms of catering, restaurant’s digitalization  is getting bigger and bigger in the four corners of the world.

In France, the digitalization of restaurants is evolving slowly. This is due to several economic and social reasons. But, in order to overcome the daily challenges of restaurant owners, particularly in terms of acquisition and customer loyalty, restaurant owners are faced with the need to switch to the digitalisation of their brands.

Restaurant digitalization obstacles :

Economic obstacles:

95% of the restaurant owners who participated in a survey conducted by Inkidata confirmed that the increase in the tax burden represents the major obstacle to develop. The 5.5% increase in the VAT rate to 10% between 2011 and 2014 was a blow for restaurant owners. This tax pressure has led to a decline in sales for 40% of restaurant owners in 2015.

On the other hand, regulations and laws in France are obstacles for restaurant owners which  prevent them from developing their business according to 83% of survey respondents.

In other respects, 66% of respondents said they do not have the financial resources to invest in the development of their restaurants’ activities.

Social obstacles:

According to the study, 52% of restaurant owners are older than 50 years old. The majority of restaurant owners therefore are not adapted to new technologies and social networks. The conscious generation of the importance of digitalization of companies represents only 2% of the restaurant owners. For this, the  digitalization rate of restorations is low.

Motivations for digitalization :

The number of social network subscribers is growing in France. This increase presents many opportunities to businesses in a general way including restorations.

But restaurants are still far from taking advantage of social networks. In fact, only 1/3 of restaurants on the digital presents the online ordering service, and 15% offers online booking. This represents an opportunity for restaurant owners  who are thinking of digitalizing their restaurants.

In fact, customer behavior is a factor that encourages digitalization. In 2015, 1 in 5 French people have already made a reservation on the web, and more than a third have consulted the users’ opinions before going to a restaurant. 

A low investment cost, especially in Tunisia

Digital communication is considered the best tool for SMEs because of its low cost compared to other direct communication tools.

Based on a well-founded digital strategy, the return on investment is very important regardless of turnover, e-reputation and customer retention and acquisition.

And despite its low cost, some entrepreneurs of SMEs find that this investment is quite important compared to their budget for communication.

And here is the beauty of new technologies!

You do not have to work with an agency so close to you. You can look for the agency that suits you in the four corners of the world.

But for you, we recommend Tunisia for several reasons. In fact, agencies in Tunisia costs you much less expensive compared to agencies in France while maintaining a higher quality of service. The reason for cheaper costs is due first and foremost to the exchange rate of the euro in Tunisian dinars. This gives an advantage to French SMEs at the level of investment.

Apart from the cost, Tunisia also represents an advantage for French SMEs thanks to the cultural similarities between France and Tunisia and also the mastery of the French language.

On the technological front, Tunisia has positioned itself as the next technological hub in the MENA region thanks to the human resources who master the different web development technologies and different digital communication tools.

To conclude

It is true that the catering sector in France is experiencing great difficulty in terms of developments, but the solutions and opportunities are still present for restaurant owners to develop on the market: The digitalization of restaurants.

And despite the different obstacles  and challenges facing entrepreneurs in this sector, motivations and opportunities are always available to take your restaurant to the next level.

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Restaurants digitalization: boost your restaurant!

We have already spoken about the catering sector in France in terms of economic importance at the national level in sales and number of employees.

And also, we mentioned the problems and challenges that restaurant owners face on a daily basis and the solution is to digitalize your restaurant.

In fact, we have tried to show how you can drive more traffic to your restaurant by increasing your visibility on the Internet.

This is workable by combining your Internet presence with a customized website, specialized directories and social media.

You can see the whole article about the digital solution to increase your traffic through this link.

In this article, we will try to push things further in digital communication by incorporating new technologies that can become your competitive advantage.

In fact, restaurants digitalization should be integrated in your digital strategy with more varied and precise objectives.

Geo-location

Your restaurant is a physical space. And to generate traffic you have to consider two things:

– Your customers and prospects can know your address using GPS.

– You need to focus your targeting on people who can visit your restaurant.

This sounds simple and obvious, but there are more powerful tips for targeting prospects around your restaurant.

Imagine it’s noon, and it’s time to serve the meal! It will be really cool to target the surrounding people who are looking for a meal.

Yes, possible!

In fact, we can even push things even further! let know people near your restaurant that the meal is ready and that they are welcome.

Here’s how you can use geo-location in your favor to get more traffic to your restaurant.

Let your client book his table online

Most restaurants set up a telephone reservation system.

The customer must call the restaurant to reserve his table.

Some customers do not appreciate this approach, and others get annoyed by the way the reservation manager communicates.

Why not then set up a smart online booking system?

The customer can book their table in just a few clicks simple and efficient. And you will have all reservations in front of you in a well-developed dashboard to manage the tables and the flow of your work and your kitchen.

I want to eat at home!

Well yes! Some customers just want to eat at home. And, they want to order without leaving their places.

Home delivery of restaurants has been an established practice for a long time. This practice generates a significant percentage of your sales, but we can always improve this service through new technologies.

By highlighting your menu on your website, the customer can place his order in a few clicks.

It’s something like e-commerce?

That’s good then!

In fact, 65% of online consumers have made online purchases at least once a month, of which 74% are between 25 and 34 years old according to FEVAD in a press release entitled “Online Consumption: Frequency purchase speeds up. “

Yes, online consumption is speeding up and you need to adapt your strategy to new customer behaviors.

Why? Because you can win a significant market share from online orders.

Restaurants Digitalization

There are still other ways to digitalize your restaurant and take your business to another dimension.

But these methods do not require heavy investments. Yet, they give you competitive advantages to face your competitors.

So that’s how you can create an edge for your brand and grow your restaurant business while giving your customer a unique experience.

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Succeed your SEO: The 5 must-know

The SEO of your website is a continuous work to ensure the presence of your website in the first places in the search engines like google, yahoo, bing …
To succeed your SEO, there are several techniques to be applied by the SEO experts.

Keywords

Keywords are the essential tool rank your website. In fact, you have to put yourself in your client shoes : When my client will look for my product / Service, what are the words he would use to express his need ?

To find the best keywords for your brand, you must do your research on your target. You can certainly use some free tools such as google Adwords. But remember, it’s just a help tool. Your best tool for identifying the right keywords is how much you know about your customer.
To be more efficient in your keywords strategy, you should avoid generic keywords and opt for “long tail” keywords.

In fact, the generic words are really difficult to get a great position from them because of the strong competition (example digital agency), on the other hand the long tail words are easier to position considering the weak competition (example digital agency in Tunisia).
Here is an illustration that shows you the difference between generic keywords and long tail keywords.

On-site SEO

On site SEO is what brings together the internel elements of your website :

  • The html tags (titles, descriptions meta, titles levels, image and alt image …)
  • Rich snippets: These are structured data that will appear in the SERP page.
  • The URL structure
  • The average time of downloading your website
  • The internal mesh: it is the organization of the internal links of your website
  • The robots.txt and sitemap files
  • The density of keywords in your content
  • The quality and originality of your content
  • Responsive design

Off-site SEO

Off-site SEO, called Netlinking, is about the external elements of your website. It consists essentially of :

  • The popularity of your website
  • Links that redirect users to your website through other websites.
  • Competition
  • Social links on your website

Local SEO

Local SEO is a variation of google SEO. It helps you to reference a locolized search (usually with a city name). The goal of this type of SEO is to be closer to your customers geographically. You can do this type of SEO from google my business. It connects by your business position on google maps.

Paid SEO

Paid SEO represents sponsored links. They are displayed when you run a google campaign using the google adwords tool. Your advertising is billed based on the number of clicks of your link put forward (CPC). This is useful when promoting a service or product. Generally, google sponsored campaigns are part of a global communication strategy. But you should know that sponsored links have no effect on SEO. So you have to think about setting up both strategies to be able to increase the conversion rate of your website.

Succeed your SEO

So, if you want to succeed your SEO and maintain your website in the first ranks on search engines, you need to elaborate a clear SEO strategy. That strategy need to contain the different elements that we had mention in this article. Check out your competitors to see for what keywords they are best ranked and try to understand your customer. This way you can set a better strategy to get a better ranking.