Pizza Today - October 2016 - 30

front of the house / ATTENTION STANDING OUT Attracting customers takes more than great food and service BY DAVID LAMARTINA / PHOTO BY JOSH KEOWN HELLO PIZZA IN MINNEAPOLIS, MN. I n today's market, great food and friendly staff aren't enough. You're competing with up-and-coming and well-established restaurants, not to mention snack shops, convenience stores and supermarkets. A quality product will get you far with customers who walk through your doors, but getting them 3 0 / P I Z Z AT O D AY. C O M / O C T O B E R 2 0 1 6 there in the first place is no easy task. Following are a few tips from restaurateurs, franchisors and other industry experts on capturing customers in a saturated market. Many restaurateurs are loath to mingle with fickle online reviewers, but positive reviews work mas- sively in your favor. "Over 50 percent of restaurateurs see reviews as more influential than traditional advertising, and more than a third of diners won't go to a restaurant with less than a four-star rating," says Mandy Yoh, head of communications for Review Trackers. Review sites also offer ample opportunity to engage with customers, address complaints and learn more about what's really attracting their biggest fans. "A restaurant could have a five-star rating, but the reviews will still have negative elements," adds Yoh. "You have to dig into the reviews to understand your strong points and weaknesses." As for specific sites, Yelp presents the greatest opportunity for boosting business, and a one-star jump can result in as much as a nine-percent increase in revenue, according to Yoh. Still, you've got to use it right to reap the rewards. "Yelp is the number one place on the Internet for people to find a new restaurant, but it's like fire," says Kamron Karington, Repeat Returns founder and CEO. "It can heat up your sales or burn your place to the ground." Photos and customer interactions show up at the top of Google's search results, but even top-ranked restaurants will turn away customers if their Yelp pages are ghost towns. TV and newspaper ads can still be useful, but social media is king, and Facebook, Instagram, Twitter and YouTube are all but essential in communicating with new and existing customers. "We spend about 75 percent of our advertising budget on social media, and most http://www.PIZZATODAY.COM

Table of Contents for the Digital Edition of Pizza Today - October 2016

Pizza Today - October 2016
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Dough Doctor
Attracting Investors
Pizza & Pasta Northeast
2016 Hot 100 Independents
Ciao!, Baby
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - October 2016 - CT1
Pizza Today - October 2016 - CT2
Pizza Today - October 2016 - Pizza Today - October 2016
Pizza Today - October 2016 - Cover2
Pizza Today - October 2016 - Commentary
Pizza Today - October 2016 - 4
Pizza Today - October 2016 - 5
Pizza Today - October 2016 - Contents
Pizza Today - October 2016 - 7
Pizza Today - October 2016 - 8
Pizza Today - October 2016 - 9
Pizza Today - October 2016 - Contributors
Pizza Today - October 2016 - 11
Pizza Today - October 2016 - Expo Spotlight
Pizza Today - October 2016 - 13
Pizza Today - October 2016 - Interact
Pizza Today - October 2016 - 15
Pizza Today - October 2016 - Conversation
Pizza Today - October 2016 - 17
Pizza Today - October 2016 - Man on the Street
Pizza Today - October 2016 - 19
Pizza Today - October 2016 - Respecting the Craft
Pizza Today - October 2016 - 21
Pizza Today - October 2016 - On Tap
Pizza Today - October 2016 - 23
Pizza Today - October 2016 - Destinations
Pizza Today - October 2016 - 25
Pizza Today - October 2016 - Dough Doctor
Pizza Today - October 2016 - 27
Pizza Today - October 2016 - 28
Pizza Today - October 2016 - 29
Pizza Today - October 2016 - 30
Pizza Today - October 2016 - 31
Pizza Today - October 2016 - 32
Pizza Today - October 2016 - 33
Pizza Today - October 2016 - 34
Pizza Today - October 2016 - 35
Pizza Today - October 2016 - 36
Pizza Today - October 2016 - 37
Pizza Today - October 2016 - 38
Pizza Today - October 2016 - 39
Pizza Today - October 2016 - 40
Pizza Today - October 2016 - 41
Pizza Today - October 2016 - 42
Pizza Today - October 2016 - 43
Pizza Today - October 2016 - Attracting Investors
Pizza Today - October 2016 - 45
Pizza Today - October 2016 - 46
Pizza Today - October 2016 - 47
Pizza Today - October 2016 - Pizza & Pasta Northeast
Pizza Today - October 2016 - 49
Pizza Today - October 2016 - 50
Pizza Today - October 2016 - 51
Pizza Today - October 2016 - 2016 Hot 100 Independents
Pizza Today - October 2016 - 53
Pizza Today - October 2016 - 54
Pizza Today - October 2016 - 55
Pizza Today - October 2016 - Ciao!, Baby
Pizza Today - October 2016 - 57
Pizza Today - October 2016 - 58
Pizza Today - October 2016 - 59
Pizza Today - October 2016 - 60
Pizza Today - October 2016 - Product Showcase
Pizza Today - October 2016 - 62
Pizza Today - October 2016 - 63
Pizza Today - October 2016 - Pizza Today Yellow Pages
Pizza Today - October 2016 - 65
Pizza Today - October 2016 - 66
Pizza Today - October 2016 - 67
Pizza Today - October 2016 - 68
Pizza Today - October 2016 - 69
Pizza Today - October 2016 - 70
Pizza Today - October 2016 - 71
Pizza Today - October 2016 - The Marketplace
Pizza Today - October 2016 - 73
Pizza Today - October 2016 - 74
Pizza Today - October 2016 - 75
Pizza Today - October 2016 - 76
Pizza Today - October 2016 - 77
Pizza Today - October 2016 - 78
Pizza Today - October 2016 - 79
Pizza Today - October 2016 - 80
Pizza Today - October 2016 - Reader’s Resource
Pizza Today - October 2016 - Trending Recipe
Pizza Today - October 2016 - Cover3
Pizza Today - October 2016 - Cover4
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