Is your food business ready to get ahead of the competition in 2023? From creating empathetic content to leveraging brand ambassadors, there are so many different ways to hit the ground running to connect with your consumers and satisfy their cravings.
To help, we’ve put together a list of food content marketing trends for 2023 that will help you cook up a winning recipe.
A food content marketing trend for 2023 that seems to be on the rise is understanding how to market your product or food services by putting yourself in the shoes of your customers, and creating empathetic content. Instead of marketing from a business perspective, you should be addressing your target audience’s wants and needs, answering their questions and communicating with them in a way that evokes an emotional response. With 94% of consumers staying loyal to brands that are transparent and genuine, empathetic content should certainly be something you consider doing more of if you don’t already.
Typically within the food industry, consumers like to see themselves represented in some sort of way, showcasing your food brand in their everyday life is a great way to establish empathetic content that ties them in with your brand. Value-driven, empathetic content also means your brand should be addressing the bigger issues such as; sustainability, social responsibility, inclusivity and diversity - authenticity will get you a long way in 2023 it seems.
2022 saw the launch of shoppable links for e-commerce and this will continue to grow as a key food content marketing trend for 2023. Shoppable links make it more convenient for consumers to be taken to where they need, without having to leave the area they first saw the information, it’s pretty clever and shows how social media is adapting to the ever growing marketing world.
As a society our attention spans are becoming shorter and we’re more impatient, we like to have access to information quickly and with very little hassle. Shoppable links make it so consumers can find out more about your product and make an instant buy through the same link. This is great for food marketing as you’re able to promote a food product or service on your social channels and include a direct link to purchase, rather than directing them to your website. This increases the likelihood of a sale as all the hard work is taken out of the buying process for the consumer, and in most cases they won’t even have to move to get their card if they have Apple or Google Pay on their device. Convenient or what?
The power of TikTok cannot go ignored, and since the social platform blew up a few years ago, we’ve seen various developments, such as video marketing taking shape on the app. If a picture can speak a thousand words, a video can speak double that, if not more, making it very attractive to marketers. As humans, we’re usually very visually stimulated, which is why video content does well to entertain us in comparison to plain text.
TikTok is an ideal platform to produce video content, as the short-form videos conform to our demanding attention span and deliver information in an easily digestible package. When it comes to your food brand people love seeing behind the scenes content, perhaps in the kitchen where food is being prepared or packing orders to go out for delivery. The possibilities are truly endless and building a reputation on TikTok can help your brand’s personality shine through, generating more website traffic with 86% of marketers using video content to drive traffic to their website, leading to more interest and more sales.
It looks like podcasts remain the dominant audio food content marketing trend for 2023.Billions of people listen to podcasts yearly, making them an effective way to spread the word about your food brand. This type of audio content shouldn’t be too salesy, it should feel light and fun but also informative, so listeners are intrigued and search for your brand after hearing about it.
Audio content via the means of a podcast is also a great way to gain local attraction. Get your brand out there by playing on the fact that you're local with intriguing and leading lines like ‘Want to know why we’re the best fish and chip shop in X, Y, Z? Find out for yourself.’ Leave something to the imagination and make people hungry to try your food.
Influencer marketing has been a source of great results for many brands and that seems to be the same for 2023. With 93% of marketing professionals using influencer marketing to; increase brand awareness, build trust, reach their target audience, drive conversions and connect to a wider audience, it’s no surprise it gets results. It does seem though that the food content marketing trend for 2023 will be evolving to a preference of quality over quantity. Brands now care more about the trustworthiness of the influencer or the brand ambassador, and want to establish long-term, authentic relationships with both the influencer and their target audience.
Your food brand is more likely to gain an increased amount of searches, orders and visits if you have a set of consistent and reliable brand ambassadors who promote your brand. Essentially, you don’t want an influencer who one day is promoting vegan sweets and the next a meat-only burger shop. People are able to see through orchestrated influencer interactions and it just won’t wash in 2023. So it’s time to start leveraging user generated content and brand ambassadors that fit your food brand to make a positive impact.
There’s a huge data change set to take place in 2023 with Google Analytics. On the 1st July 2023 the current Universal Analytics, a web analytics service offered by Google that tracks and reports website traffic, will no longer process any new data and you’ll need to migrate across to the new Google Analytics 4 property.
The new GA4 property has many benefits from being able to collect more data than Universal Analytics, giving you a lot more insight into what people are doing on your site or app, and overall tracking more than just website traffic. All in all, GA4 will transform the way data is captured throughout 2023 and beyond.
Read our blog to find out more about this crucial change and how Eat Marketing can help you migrate to GA4, so you don’t lose your data.
If you’re looking to add any of these marketing trends into your mix but aren’t sure where to start, get in touch with Eat Marketing. Whether you need some expert advice, a thorough strategy, or social media support, we have the winning formula to help you stay ahead of the competition in the new year.
You may or may not already know that on the 1st July 2023 the current Google Universal Analytics will no longer process any new data and the new Google Analytics 4 property is going to take its place. The good news is that Google Analytics 4 is here to make tracking your website easier, but the bad news is that it won't carry across your current analytics data. We want to make sure your website is ready for the change by migrating across to the new Google Analytics 4 property. We’re here to help you understand the next steps you should take.
Universal Analytics is a web analytics service offered by Google that tracks and reports website traffic.
Google Analytics 4, also known as GA4, is a new and improved version of Universal Analytics. It’s been introduced to effectively collect and analyse data - using all the good parts of Universal Analytics and adding additional, advanced features that aim to improve the data collecting service.
The main difference between GA4 and Universal Analytics is that where Universal was built to collect a series of page views, GA4 has been built to analyse anything from page views to clicks, form submissions and even custom events that you can tailor to your conversional requirements.
GA4 can:
Why should I move to GA4?
Well to put it plainly GA4 is more powerful, more flexible and more accurate.
If you want to be able to analyse useful data from your site or app then you should move to GA4 - you’ll get the chance to access all the new features and capabilities, but you’ll also be able to take advantage of GA4’s continued learning and improvement.
Also if you don’t want to risk losing your data you should make the move as Google will be discontinuing Universal Analytics in July 2023, so you’ll have to upgrade anyway.
Think about it this way, if you move your tracking now it means you’ll have a year's worth of data in a new platform, rather than having to put up with a blackout period during your transition. It also gives you a chance to get used to the new system and see how you like it.
Migrating to GA4 will involve a lot of documentation and information, which can be quite overwhelming if you’re not a Google Analytics whizz. Which is why Eat Marketing is here to take the load off of you and help you do this.
Now!
If you want to save the ‘future you’ a lot of stress and headaches then implementing GA4 now is your best bet. Getting us to help you migrate to GA4 properly makes the move a lot easier for you. Once it’s properly set up we can help you set your own custom events and more.
If you don’t want to risk losing your data and need help with the migration process, contact Alison today to discuss the next steps on your GA4 migration: +44 (0)845 835 4661.
Is your food business ready to get ahead of the competition in 2022? From tailored content and personalisation to influencer marketing, there are so many different ways to hit the ground running to connect with your consumers and satisfy their cravings.
To help, we’ve put together a list of food content marketing trends that will help you cook up a winning recipe in 2022.
Create short video content
Short video content is the food content marketing trend that has swept the industry in the last 18 months. Creating bite-sized, short-form content on social platforms with video features such as TikTok, YouTube Shorts, and Instagram Reels can really engage users, making it easier for them to discover your brand and foodie offering.
What’s more, there is significant audience growth potential with short video content as it often leaves consumers hungry for more. Therefore, this creative content can encourage users to return to your profile, therefore strengthening the connection between your brand and audience.
Conducting research to discover what type of content is most effective in the industry is a great way to get creative with trending reel and video content. Typically within the food industry, consumers enjoy seeing behind-the-scenes content such as the process of preparing a certain menu item, showing your team hard at work, or even focusing on your seasonal restaurant decor.
Consumers can absorb small bursts of information through a creative lens in videos that range between 30 seconds and a minute. Adding some music or voiceover on top will enhance this even more, and you'll end up with content that generates a buzz around your brand. Not only this, but if you’re doing something your competitors are failing to do, you're already ahead of the game and stand a better chance of retaining new customers.
Tailor and personalise your content to your customer
While it's important to optimise your content for search engines, it's equally important to personalise it to your target audience. Personalisation has always been a big hit with businesses, so there’s no surprise it’s a key food content marketing trend.
You boost your chances of obtaining business by speaking directly to your customers. For example, addressing their pain points, speaking on their level, and anticipating their wants and needs by providing them with related content, are all great ways to communicate with your target market.
The fact is, consumers are more likely to place their truth in people, not companies. To retain this trust, your brand can generate personalised and targeted content that humanises your brand and makes your customers feel recognised.
Sending emails to your loyal customers with exclusive promotions and discounts is a great way to achieve this. Presenting them with a reward will make them feel valued and appreciated, and they will be more likely to take you up on your offer as a result.
Place emphasis on user experience
Placing emphasis on your user experience is another example of an effective food content marketing trend that can help to increase your audience engagement.
The secret to keeping your customers happy is by having a user-friendly website. There’s nothing worse than your customers being unable to navigate your website. To avoid this, ensure it loads quickly so they’re not left waiting, make sure it’s mobile-friendly, and ensure your brand identity is consistent throughout.
In terms of the content you publish, having written content that is in small paragraphs and easy to read is vital. If your consumers are faced with too much text, they won’t spend any time on your site. Be sure to add plenty of visuals whether that’s photography, illustration, or video content, as this helps to break up walls of text and ultimately creates a better user experience.
Optimise content for voice search
Another food content marketing trend worth incorporating this year is optimising your content for voice search. With over one billion voice searches each month, your food brand can't afford to ignore voice search optimisation.
Today, so many consumers are using voice search engines such as Alexa, Siri, and Google to retrieve quick answers to their questions.
The best method of optimising your content is to use short and concise copy so your content is easy to find. For example, questions could include, “Where is the nearest fish and chip shop to me?” or “Is there gluten in XYZ?” If your content isn’t optimised for voice search, chances are you’ll miss out on this valuable traffic.
If your food business is optimised for voice search, the more chances you have of appearing in search engines, therefore helping you establish your brand’s online presence, and encouraging customers to buy your products.
Get on board with influencer marketing
It's hard to imagine a world where we don’t take pictures of our food before eating it, however, with the rise of influencer marketing, this is the one sure way to promote your food business.
A food content marketing trend that’s set to stick around for a while is influencer marketing. Simply put, these influencers are essentially another branch of user-generated content working as digital creators to reach and engage with their followers on social media platforms. Whether it is delicious images, cooking tips, or food inspiration, an effective marketing content strategy utilises the content of its audience to further promote itself.
Essentially, these are considered a valuable resource for marketers aiming to attract a certain audience, as promoting the food on their social channels can springboard brand awareness and increase sales.
In this digital age, foodie influencers have become essential components of restaurant marketing. With a blend of strategy, innovation, common sense, and social media tracking, these collaborations can elevate your brand.
With many consumers conducting research online before they choose to purchase from a takeaway or restaurant, this kind of content is especially useful.
With 86 percent of consumers saying that authenticity is a key factor when deciding what brands they like, it’s never been more important to get on board with brand transparency.
Brand transparency has always been important, however, in recent years the demand for authenticity and honesty has reached new heights. Today, customers want to get under the skin of your brand and learn everything they can about it, from your suppliers right down to the material of your packaging.
Going forward into the new year, the best course of action for your food brand is to thoroughly understand and shout about your products and supply chains. With the increase in conscious shoppers and diners, many are seeking honesty when it comes to the sourcing of your ingredients. If the process is ethical and sustainable, then let your customers know. They will admire you for being honest about your processes and in turn, you will gain their respect and support.
If you’re looking to add any of these marketing trends into your mix but aren’t sure where to start, get in touch with Eat Marketing. Whether you need some expert advice, a thorough strategy, or social media support, we have the winning formula to help you stay ahead of the competition in the new year.
Deliveroo, JustEat and UberEats - do the delivery dons really make life easier as an independent food business or reduce your margins significantly?
We take a closer look at why you shouldn’t be tempted to sell your shop’s soul to a third-party delivery partner.
The coronavirus pandemic resulted in a sudden shift of consumer behaviour in the food industry overnight. Without the opportunity to build rapport and relationships with customers physically visiting their premises, food businesses needed a new way to retain customer loyalty and revenue.
In 2020, more than 6 million people ordered from 115,000 restaurants through Deliveroo every month. With a streamlined process for onboarding new food brands and a network of delivery couriers in place meaning no hassle of recruiting or managing a team of drivers, many shop owners were drawn in by the reach larger delivery partners offer them.
Delivery apps also promise to promote your food business to a new customer base outside your local target area without the work of planning logistics or extra marketing. Sound too good to be true?
Deliveroo, UberEats and Just Eat all charge restaurants and takeaways a commission for each order. Although they’re fairly hush hush about how much this is, Big Hospitality reports it’s generally 25-30% commission - a hefty amount when it comes to smaller takeaways or restaurants.
In 2020, Deliveroo’s net revenues, consisting of mostly fees charged to restaurants and consumers, were up by a massive 54% (£1.2bn) compared to 2019.
Although Deliveroo says it encourages restaurants to use the same pricing model for delivery as for in-house menus, many food businesses feel compelled to charge more to make up for the high commission.
In a fickle market it’s already difficult to keep customers loyal. Although your food business may now be visible on a larger online ordering platform that doesn’t necessarily mean you’ll get more orders.
With the majority of these delivery firms having more than 100,000 restaurant and takeaway partners listed on their platforms, it means your business will be sat amongst a whole range of other brands.
They’re effectively in the driving seat of your business - you’re completely in the hands of the third party’s algorithm and where you appear on their app.
Customers are also now well versed in scouring multiple delivery platforms to identify the best deals for their favourite meals. This influx of choice across multiple third-party platforms has had a huge impact on customer loyalty. In fact, according to Second Measure, the average 6-month repeat custom rate is just 21%.
Working with a delivery giant will also limit the insight you have into the purchasing patterns of your consumers, as they can retain the rights to your customer data.
This means no remarketing campaigns, no loyalty scheme incentives and no information on who your online customers really are.
Instead, why not consider setting up your own online ordering system on your website? You’ll have control over your brand experience online and have access to any customer data.
Like the sound of being in control?
To help you resist temptation, we’ve outlined three stages to get your food business set up for online ordering - whether that’s for Click & Collect, delivery or both.
Stage 1 - Branching out
A good place to start is setting up your own online ordering system on your website that offers Click & Collect. If you wanted to also offer delivery, consider pairing up with a large third-party to help ease the pressure on your team.
With your own online ordering platform for Click & Collect, you’ll have full control over your customers’ experience, with minimum costs and access to data.
Stage 2 - Expanding your offering
Once you feel confident following the roll out of Click & Collect, next consider how to take ownership of your delivery service. This could involve partnering up with a local firm such as a taxi company to introduce delivery to your online ordering system.
Stage 3 - Take control
For complete control of the journey your food delivery takes - from leaving your kitchen to arriving at a customer’s front door - introduce your own branded mopeds or cars with a team of dedicated delivery staff.
Branded vehicles offer free advertising whilst your delivery team are out on the move, raising brand awareness and showing customers you really care about the whole process from start to finish.
Instead of selling your food business’s soul to a larger third party delivery firm, why not explore the alternative options out there first? From doing it yourself to partnering with a local taxi company, there are plenty of ways you can offer your customers a fantastic experience.
Did you know 70% of websites have already switched to mobile-first indexing in preparation for Google’s latest algorithm update?
The algorithm update is rolling out this month, meaning it’s time to ensure your website is mobile optimised and not just ‘mobile-friendly’.
Originally due to go live from September 2020, Google pushed back the roll out, stating: “We realise that in these uncertain times, it's not always easy to focus on work as otherwise, so we've decided to extend the timeframe to the end of March 2021.”
Now Google is switching to its mobile-first algorithm indexing and if you’ve not made the necessary changes, you could soon see a dip in website performance and traffic.
The mobile-first algorithm will give priority to mobile-first websites over desktop. Once the update is rolled out, it will change the way Google indexes websites on its search engine results page (SERP).
Previously Google viewed desktop traffic as a priority, however recent reports show mobile usage is outgrowing desktop usage.
Compared to other search engines, Google also has the highest share of organic mobile search traffic (54%) - which is predicted to keep rising over the next couple of years.
Today is the perfect opportunity to evaluate your website design and content, identifying areas to optimise in time for the roll out.
Use this period to analyse and address whether your website is just friendly to mobile users, or actually optimised for a smaller screen device.
Mobile optimisation is true responsive-mobile design. This means content will resize for multiple screens, resolutions and orientations to provide visitors with just as good a browsing experience as using a desktop.
Consider your website design, is it providing the best possible experience for your users?
Even if your design is mobile optimised but your content is still targeted towards desktop users, you could also face difficulties being indexed by Google following the update.
Consider your audience’s experience with your website when they are visiting via a mobile device. Long paragraphs of text or large images will not be easy to scroll past on a small screen.
By shortening sentences, paragraphs and optimising videos and images, you’ll be improving user experience and also satisfying Google’s algorithm.
However you don’t want to remove important content. While your mobile site’s content doesn’t have to be identical to your desktop site’s content, important content should be kept.
Removing smaller features like email opt-ins won’t have a major impact from an SEO point of view, but excluding things purely because it feels too long for a mobile layout can have a negative impact.
For example, important content includes internal links. You’ll want to ensure all of the important links still exist on your website’s mobile version, as removing these could negatively impact your rankings as they may change how Google judges the value of your website pages.
You’ll also want to ensure your site speed isn’t hindering your user's mobile experience. According to Google, 53% of mobile users will leave a website if it takes longer than three seconds to load.
Ideally your website’s load time for both desktop and mobile will be under 1 second, but under 3 seconds is still acceptable.
There is still time to get prepared for Google’s mobile first algorithm update, if you take action today to analyse your website and make important changes.
Discover how to optimise your design and content for mobile with a detailed website audit, and ensure your food business doesn’t suffer from a decline in visitors in the future.
Who doesn’t love scrolling through the GIFs on Instagram Stories?
In fact we love them so much, we’ve created our very own set of Eat Marketing GIPHY stickers. Our set of 15 Instagram stickers are now available to use when uploading your Stories.
To find and use our stickers when uploading an Instagram Story, you’ll just need to swipe up, press ‘GIF’ and search for one of the hashtags listed below. You can also search ‘#EatMarketing’ to view our complete set.
Get ready to enjoy being creative with your stories with Eat Marketing.
It just wouldn’t be right if we didn’t have any stickers focused on our love of food. To find one of our foodie-related stickers, just search for the below hashtags.
In this selection of stickers, you’ll see scooting motorbikes and excitable takeaway boxes along with other food service related ideas.
Takeaway
Delivery
From app ordering or online scrolling, these stickers show our techy-side and industry ordering behaviours.
Contactless payment
Website ordering
App ordering
These stickers are focused around a few industry keywords we know people will be talking about.
Design
Ideas
Tasty
Vegan
This collection is full of designs we just couldn’t resist throwing into the mix. Created to work well across a range of social content, discover our miscellaneous Instagram sticker designs.
It’s emotional
Thumbs up
Shining star
Get ready to see the Eat Marketing Instagram stickers popping up on a Story near you soon.
It’s more important than ever before to have an online presence and websites can act as a digital storefront. Today, customers expect access to answers swiftly, the ability to view menus and find up to date opening hours all online.
In short, no it won’t. But it all depends on what you want your website to do for your business. If it’s just a landing page you’re looking for that directs customers to your business’s location, then a budget website would be enough.
However if you want to talk more about your food and services, then you’ll need something that’s got the flexibility to tailor content and design.
We explore the benefits of budget vs bespoke website design, to help you choose an option that’s right for your business.
So you’re looking for a website, but don’t have the budget or time to go for a more bespoke option. We hear you. That’s why we offer budget landing page designs, that provide pretty much everything you need to get your message and products across to your audience.
As we’re working in a set website structure and framework, these landing pages are quicker for us to design, meaning you’ll be up and running in no time at all.
Unlike with a third party platform website builder such as Wix or Squarespace, you’ll have our team of experts doing the hard work for you. Plus our friendly UK-based team are always around to answer any questions or provide advice after we’ve created your website unlike larger, international website firms.
We want your food brand to be the centre of attention, not us. That’s why even with our budget service, we don’t plaster our branding everywhere on your website, unlike others. Instead, we’ll do all we can to make your brand look irresistible to visitors.
Included with an Eat Marketing landing page is the ability for customers to download your menu, read recent news and access business information. You’ll also be able to easily make any updates to content yourself in the future.
Want a website that’s as unique as your business? Then bespoke is the best option for you.
With a bespoke website design, you’ll be able to add as many pages as you need. So if your food business is passionate about sustainability or supporting the local community, you’ll have plenty of space to talk about your brand values and story.
We’ll be there to offer copywriting support and make sure your website is optimised for local search engines such as Google, meaning customers will be able to find you online.
Got a vision for how you’d like your website to look? Let’s make that happen. With our bespoke website package the overall design is unique to you and your business, using a custom design layout across every page. You’ll find no cut and paste templates here.
When 75% of consumers admit to making judgements on a company’s credibility based on their website design, it’s important your website stands out amongst competitors for all the right reasons.
We’ll use our branding knowhow to make your food business look its very best online and ensure your website cannot be hacked by adding extra security. Plus by going bespoke, you’ll receive monthly tailored website traffic reports to help you understand where your visitors are coming from and what they’re looking at.
Choosing an experienced independent agency to create your website will mean you have more time to focus on your business. We’ll work with you to tell your brand story in the most engaging way and integrate seamless online ordering to open up new revenue streams.
Whether you’d prefer a budget or bespoke website design, choose the option that works for your business in the long term, rather than just a short-term solution.
Is your restaurant website working hard enough?
In the next of our Restaurant Marketing Unlocked series, we’re bringing key marketing insight that will help inform your restaurant’s website design.
We take a closer look at how optimising your website’s capabilities will ensure you’re securing regular bookings once reopen.
Heard of the phrase ‘Hangry’? Customers aren’t very patient when they’re hungry, so your website will need to be stress-free for users to browse your menu, book a table and place their order online to ensure they don’t choose a competitor over your restaurant.
Your website will need to load quickly - ideally in less than 2 seconds to satisfy the 47% of users who expect this online. It will also need to immediately instil a sense of authenticity amongst customers, with research by Blue Corona finding users decide in less than 10 seconds whether they trust a company based on the design of their website.
We touched upon how online ordering can be easily set up and branded in our previous Restaurant Marketing blog looking at how to plan your new menus.
Integrating online ordering into your website doesn’t have to be costly or difficult, there’s plenty of options out there to choose from. It’s just about finding the platform that best works for your business.
By integrating online booking or menu ordering systems into your restaurant’s website design, it reduces face-to-face contact. Some of these systems also have the option of creating an app, allowing customers to choose a platform that works best for them.
With in-app or online ordering, you’ll be able to gather details on the most popular dishes to help streamline your menu, whilst collecting customer data. If you’re able to gather consent for marketing at the point of sale, you’ll also be able to use this customer data for campaigns in the future.
Although there is a high volume of consumers ready and waiting to dine out, you may have customers who still want to enjoy your food but do not feel ready to eat in public.
With an online booking system in place on your website, you can extend the service and open up a new revenue stream to cater for click & collect and delivery orders as well as in-house diners.
Consider encouraging customers to pre-order meals and how you might stagger your collection times to avoid too many people queuing outside your restaurant.
In our latest whitepaper ‘How to get your restaurant open for business within the current government guidelines’, we delve deeper into ensuring your website is optimised to maximise bookings and how to choose the right online ordering platform for your restaurant.
Analysing your current website and making changes to maximise table bookings or click & collect and delivery orders, will ensure your restaurant has multiple revenue streams in the future. By optimising your restaurant’s website design you will:
Sound good?
Download our free whitepaper today to get the inspiration and insight you need to optimise your website to boost table bookings or click & collect and delivery. .
Do you want a human with that?
Just under two years ago we wrote a blog exploring the rising trend of chatbots and Artificial Intelligence (AI) in the food industry. Fast forward to 2018 and we find ourselves now living in a digital economy of expectation, one where we don’t want to go out and stand in a queue to order food.
Why choose a chatbot?
Put simply, chatbots can mimic human conversations using technology based on AI. They are often personalised with names and can be seen by customers as an extension of your brand online.
Chatbots allow your real-life staff to work without being interrupted to answer simple questions as these can be directed to your online chatbot. By encouraging customers to place an order with your bot and not wait in a queue, it can increase sales as chatbots can process an unlimited number of orders at any time, day or night.
With many millennials preferring to communicate with a business online instead of over the phone, using a chatbot can help attract a younger audience.
Where can you chat with a chatbot?
Chatbots can be accessed within an app, a business website or on a social media messenger platform. The most popular messenger platform for chatbots is Facebook Messenger. Launched in 2014 and opened to chatbots in 2016, the platform has an estimated 1.2 billion users. That’s a lot of potential customers your bot could be chatting to!
Using chatbots on a messenger platform can help entice occasional customers to become regulars and build brand loyalty if they like your bot. They’re also good for appealing to customers who don’t want to download your app but still want a quick and simple ordering experience.
How do you write the chatbot chit chat?
It’s important to create a well-thought-out content strategy for your chatbot that will work for your brand. First, focus on creating a storyline arc for your chatbot to follow - from initiating opening conversations through to rising action, climax and resolution.
Your copy needs to be engaging, representative of your brand values and tone of voice, and in line with customer expectations. Keep interactions to a maximum of four lines as this helps to reinforce a natural sense of ‘back and forth’ conversation and encourages a customer to interact with every piece of content. To help the conversation feel more natural and less drone-like, programme your chatbot to not only answer questions but ask them back too.
It’s also important to keep your chatbot feeling fresh. Nobody likes a stale bot. Instead, your content strategy should be updated to stay relevant with seasonal campaigns, company promotions and other topical events.
Looking at some top brand’s chatbots
Global chain Starbucks introduced their Barista Bot last year on their app, allowing customers to quickly pre-order and pay for their drinks and skip the queue in-store. The chatbot might even spell your name right on your order!
In the US, supermarket brand Whole Foods launched their recipe bot to help customers decide their shopping list and recipes for the week. By using emojis instead of words, the chatbot speeds up interactions with customers and creates a unique experience with your brand for customers online.
Perhaps one of the best-known influencers for AI in the food industry is Domino’s, who created their pizza-loving chatbot ‘DOM’ in 2014. Today, Domino's now conducts more than 65 percent of its sales in the U.S. via numerous digital platforms including using DOM.
To the future and beyond
The use of chatbots in fast food outlets and restaurants is having an instrumental impact on the way the industry interacts with customers and processes orders. Chatbots not only speed up interactions, encourage more sales and build brand loyalty, but they also ensure a brand stays current in a diverse and digital market.
With Domino’s DOM currently being tested to answer customer phone calls in America and KFC opening the first AI-only staffed branch in Shanghai, China, chatbots seem here to stay for the food industry with new and exciting possibilities.
If you’re considering introducing a chatbot to your fast food outlet or restaurant business and need a hand creating a content strategy, contact us today to see how we can help.
Just been asked to “Clear your cache”? If we're working with you on anything web-based, it's likely that you'll be tasked with this on a number of occasions. But what does it mean, and how do you even clear your cache? Well, the Eat Marketing team is here to save the day and offer some words of wisdom on clearing your cache.
So, what's cache?
If you're new to cache, it may sound like a scary, techy term - but it's really not. Cache is an online ‘place’ that stores files temporarily in a computing environment. Often, and especially with websites, active data is cached to help loading times by shortening data and therefore improving your overall site performance. For example, if you visit a certain website quite a few times a week, cache will contain specific data as way of improving the your user experience and speeding up the loading time.
When you need to clear that cache
So, when is it time to clear your cache? If some changes have been made to your site recently and you want to see how they look, cache can sometimes get in the way. As it stores your browser data, cache will only bring up what it expects you want to see, and not necessarily the new changes you need to see. This is when it’s time to clear your cache, so that you can see how your new website actually looks.
How to clear your cache
There are a number of easy ways to clear your cache, it just depends on the internet browser you're using. Here are just a handful of ways to help get you started:
Desktops
Chrome:
- In the browser bar, enter: chrome://settings/clearBrowserData
- Select the following:
~ Browsing history
~ Download history
~ Cookies and other site and plug-in data
~ Cached images and files
- Click Clear browsing data.
- Quit all browser windows and reopen the browser.
Internet Explorer 9 (or higher):
- Select Tools > Safety > Delete browsing history…
- Deselect: Preserve Favourite website data, and select:
~ Temporary Internet files or Temporary Internet files and website files
~ Cookies or Cookies and website data
~ History
- Click Delete. This will be confirmed.
- Quit all browser windows and reopen the browser.
Mobile
Android
- Go to Settings and choose Apps or Application Manager.
- Swipe to the All tab.
- In the list of installed apps, find and tap your web browser.
- Tap Clear Data and then Clear Cache.
- Quit all browser windows and reopen the browser.
Safari (Apple iOs)
- Open your Settings app.
- Tap Safari.
- Tap Clear History and Website Data and confirm.
- Quit all browser windows and reopen the browser.
Clear cache quick!
If you’re short on time and need to know the quickest way to clear your cache, there are also a handful of useful apps you can download to your browser. An office favourite is Cache Killer, a Chrome app that (once downloaded) only requires a quick click of a button to switch your cache on and off. For alternative options, simply Google cache Chrome extensions.
Feeling like a cache clearing expert? We hope these tips have helped you to understand what cache is and how you can use it to our advantage. Plus, next time we ask you to clear your cache, you’ll know exactly what to do.