The food industry can be an overwhelming and competitive market. Consumers have over thousands of different options to choose from. The big question for advertisers in this industry is how do they stand out?
The biggest trend, and soon becoming a necessity is promotion through social media. 9 out of 10 restaurants claim to be participating in some social media efforts when marketing for their restaurant. We already established in the post #TouchdownAds that social media reaches huge audiences. Specifically, Twitter has 77% active users, making it a very valuable platform for advertisers. The biggest advantage of using Twitter for your brand is the feature of real-time technology. For example, the dominating Mexican fast food chain, Chipotle temporarily closed due to food safety issues. So naturally their competitors reacted fast and posted on their brand’s Twitter account reassuring customers they were still open. Some example tweets are below:
Real-time technology isn’t the only advantage of advertising on Twitter. Restaurants can really build relationships with their consumers by interacting with them through this platform. Through this consumers may become more motivated to eat there. Not only is it important to be able to communicate directly with consumers, but also encouraging social communication amongst themselves. This helps audiences to keep talking about your brand, and possibly even create some positive viral content.
On the other hand, viral content on Twitter could go terribly wrong if advertisers aren’t careful. McDonald’s kicked off a campaign with the hashtag #McDstories. The original purpose was for consumers to promote their good times while eating McDonalds. The opposite happened, consumers started to tell their personal McDonald’s horror stories. Examples below:
McDonalds took a huge fall for this hashtag campaign fail, but they managed to turn it around very fast. Most all tweets were deleted, and the campaign was shut down immediately. McDonalds also released a statement on how the hashtag was not directed in shaming the brand. This shows how brands have the immediate capabilities when using this platform. It certainly is real- time technology, and although it is sometimes risky, using Twitter can really be a strategic feature for advertising.