FIVE digital marketing tips for restaurants to combatthe winter weather impact

another harsh winter for restaurants?

Last winter was tough on restaurant brands. The nastyweather conditions dampened winter restaurant salesby 3 to 4% nationally, up to 8% in the worst hit markets.

Unfortunately, it looks like more of the same for winter2014-2015, with abnormally cold and wet weather forecasted for 3/4 of the country.

Here's how to prepare.

tip #1

Winning searches is critical to attracting diners. Create uniquelocal landing pages for each of your locations in order to getthe highest search engine placements.

brandswith local

landing pages capture

64%of page one

search results

brands without local landing

pages capture

4%of page one

search results

vs

tip #2

Ensure that local landing pages have accurate and completedata, including address, hours, phone numbers anddirections.

18% 43% 71%

of online listings have amissing or inaccurate

phone number

of online listings have amissing or inaccurate

address

of consumers would be less likely to go to a restaurant

if it's missing location data

18%18%

tip #3

Design your site in a way that allows for inclusion of easilyupdated, unique offers by location - and modify thosepromotions as the weather changes.

PROMO!

33% of U.S. consumersreported they canceled orrescheduled dining plans

last winter

59% of respondents said atwo-for-one offer would've

inspired them to brave the weatherand go to a restaurant

43% of top restaurantbrands do NOT includecustomized promotions

on their online sites

tip #4

Include consumer and/or third party reviews to differentiatefrom the competition and give diners a richer, more engagingexperience.

38% of consumers find reviewshelpful when planning to visit

a national restaurant

of leading brands includereviews on their local

landing pages

only

14%

tip #5

Revisit and refine your mobile strategy: if you don't havemobile optimized locators and landing pages you are losingdiners to the competition.

of restaurant brandshave implemented an

indexable mobile locator

of restaurant consumers use a

smartphone to look up locations

of consumers aremore likely to order in

during bad weather

of consumers usemobile devices to

order take-out or delivery

80% 67% 62% 52%

counter the winter blues with a stronger local digital presence

Contact Placeable to find out how our 3-month Winter DiningTrial can help improve your data accuracy - leading tostronger online and mobile assets, more site visitor to dinerconversions, and higher same-store sales.

visit www.placeable.com/restaurant to learn more

sources

Winter 2013-2014 Among Coldest on Record in Midwest, March 2014, NOAAOperators Had A Tough Winter, March 2014, Restaurant Finance MonitorFarmers' Almanac Predicts Another Nasty Winter, August 2014, USA TodayTrends Shaping Local Search in 2014, comScoreBrand Search Performance Study, June 2014, PlaceableLocator & Landing Page Study, June 2014, PlaceableThe Most Common Problems with Local Business Listings, March 2013, Search EngineLandNatLo Top 30, Stacking Up The Top Brands, July 2014, PlaceableRetail and Restaurant Consumer Survey, September 2014, PlaceableConsumer Survey, March 2014, NCRTechnology Innovations Consumer Survey, 2013, National Restaurant Association