One of the most interesting aspects of restaurant social media marketing is finding out whether the food matches the hype…or not.

As many of you already know from my rants and raves, I’m a big foodie. I love exploring good eats around the world, and I also enjoy analyzing restaurant marketing campaigns to see what’s working and what’s not. Throughout all of my culinary adventures, I’ve realized that the quality/perception of food doesn’t always match the hype, which is often caused by a disconnect between chefs and marketers. Let’s fix that.

First and foremost, restaurants must put their team together and form a strategic approach that forms a solidified social voice. Who are the people behind the restaurant? What type(s) of food are served? How does the restaurant wish to be viewed in the eyes of customers? These questions, and a plethora of others, must be answered prior to launching a marketing campaign.

Secondly, food must be clearly and accurately described in marketing material. Too often I see food that’s hyped up, but unfortunately disappoints me. For example, a sushi restaurant marketing white tuna when in fact they use another white fish like escolar. Or, a restaurant offering Kobe beef when it’s really Kobe-style beef with decent marbling. To a trained eye and finely tuned taste buds, this doesn’t fly.

It’s imperative for restaurants to ensure their food meets or exceeds expectations. Overstating the quality of food then disappointing diners is far worse than using an understated approach that pleasantly surprises guests. The last thing a restaurant wants is for diners to feel tricked into visiting and bummed out about the food.

Moral of the story: Restaurants need to make sure all social media marketing efforts are personable, honest, representative, informative, and fun. Take this approach and the food will definitely match the hype.

Aaron Schoenberger
@TheSchoenberger
The Brainchild Group

Aaron Schoenberger is Founder of The Brainchild Group — a world-renowned Internet marketing agency that specializes in Social Media Marketing and Search Engine Optimization (SEO). He’s known for his work with celebrities, top restaurants, automotive manufacturers, professional athletes, educational institutions, luxury brands and Fortune 500 companies.