In the fast-paced digital world, restaurants and bars are constantly seeking effective ways to engage with their customers and build lasting relationships. One powerful tool that has proven to be highly beneficial in the realm of digital marketing is the newsletter. By implementing newsletters in their marketing strategy, restaurants and bars can unlock a range of advantages that can help them stand out from the competition and cultivate a loyal customer base. Let's explore the primary benefits of incorporating newsletters into the digital marketing strategy of restaurants and bars.
1. Personalized Information Search:
In an era where customers seek personalized experiences, newsletters provide a unique opportunity to deliver tailored content that aligns with individual preferences. By collecting data on customer preferences, such as preferred cuisines, dietary restrictions, or beverage choices, restaurants and bars can create targeted newsletters that offer relevant information and promotions. This personalized approach helps customers feel valued and enhances their overall experience with the establishment.
2. Increased Engagement:
Engagement is crucial for establishing a strong bond with customers. Newsletters serve as a direct channel for engagement, allowing restaurants and bars to encourage interaction, answer customer queries, and provide a platform for customers to share their opinions. By actively encouraging customer participation through surveys, feedback forms, or contests, establishments can foster a sense of community and loyalty, strengthening their brand-customer relationship.
3. Control and Consent:
In the age of information overload, customers appreciate having control over the brands they interact with and the information they receive. Newsletters offer customers the flexibility to opt-in or opt-out easily, giving them full control over their subscription preferences. This level of control and consent builds trust and ensures that customers only receive content that genuinely interests them, resulting in a more positive brand experience.
4. Exclusive Content and Previews:
One of the key benefits of newsletters is the ability to provide customers with exclusive content and previews. Restaurants and bars can reward subscribers by offering special promotions, limited-time offers, or early access to new menu items, events, or seasonal offerings. These exclusive benefits make subscribers feel valued and give them a sense of being a part of an exclusive community, further enhancing their loyalty towards the establishment.
5. Trust:
Trust is the foundation of any successful customer-business relationship. By consistently delivering high-quality content and respecting the privacy of their subscribers, restaurants and bars can build and strengthen trust. Newsletters that provide valuable information, such as cooking tips, food and drink pairings, or behind-the-scenes stories, demonstrate the establishment's expertise and dedication to customer satisfaction. This trust translates into long-term loyalty, as customers feel confident in recommending the establishment to others and returning for future experiences.
This Newsletter trend is not becoming obsolete. On the contrary, it’s getting more and more interest. Especially in these times of business turbulences, and the evolutions of the habits of customers in terms of digital interaction.
The prestige and premium brands are looking to develop a subtle and direct way to interact with their clients. And the newsletter format is the less intrusive amongst the different digital tools available.
We have listed 15 examples of Michelin Stars and prestigious restaurant in the world that are using this approach to grow their customers interaction.
In the USA and Italy:
>> NOBU Downtown - New York – USA
1. Nobu: The famous Japanese cuisine restaurant, Nobu, uses a newsletter to keep customers informed of the latest events, special promotions, and new dishes offered in their locations around the world. The newsletter also allows customers to book tables and receive exclusive offers. USA
2. The French Laundry: This award-winning restaurant in California uses a newsletter to share information about seasonal menus, collaborations with other top chefs, and special events at their location. The newsletter also offers culinary tips and exclusive recipes. USA
3. Eleven Madison Park: Considered one of the best restaurants in the world, Eleven Madison Park uses a newsletter to keep its customers informed about new products, special offers and upcoming events. The newsletter also features compelling stories about the ingredients used in their dishes and their culinary philosophy. USA
4. Osteria Francescana: This three-star Italian restaurant uses a newsletter to share news and special events with their loyal customers. The newsletter includes updates on seasonal menus, artistic collaborations and philanthropic projects in which the restaurant is involved. ITALY
In France:
>> Le Jules Verne - TOUR EIFFEL - Paris - FRANCE
1. Le Jules Verne: Located at the top of the Eiffel Tower in Paris, the restaurant Le Jules Verne sends regular newsletters to its customers to keep them informed about special events, seasonal menus and exclusive offers. The newsletters also offer a behind-the-scenes look at the restaurant and interviews with the starred chef.
2. L'Ambroisie: This three Michelin-starred restaurant in Paris uses newsletters to share information about new dishes, collaborations with other renowned chefs and special events in their establishment. The newsletters also offer culinary tips and interviews with the chef and sommelier.
3. Le Bristol: The Le Bristol hotel in Paris is home to several starred restaurants, including the Epicure restaurant. They use newsletters to inform their customers about the latest gastronomic news, special menus and exclusive offers. The newsletters also feature interviews with the chefs and wine recommendations.
4. La Maison Troisgros: This legendary restaurant, located in Ouches, France, sends newsletters to its customers to share information about special events such as theme dinners, culinary workshops and wine tastings. The newsletters highlight the history of the Troisgros family and share exclusive recipes.
And ALSO
in Asia:
1. Gaggan (Bangkok, Thailand): Gaggan, a renowned restaurant in Bangkok, uses email marketing to keep customers informed about seasonal menus, collaborations with other top chefs and special events at their restaurant. The emails highlight the culinary innovation and immersive experience offered by Gaggan.
2. Ultraviolet by Paul Pairet (Shanghai, China): Ultraviolet is a conceptual restaurant located in Shanghai that offers a multi-sensory dining experience. The restaurant uses emailing to inform customers of upcoming opening dates, unique menus and artistic performances that accompany the meals. The emails create anticipation and excitement around the Ultraviolet experience.
>> Ultraviolet By Paul Pairet - Shanghai - CHINA
3. Les Amis (Singapore): Les Amis, a Michelin-starred restaurant in Singapore, sends regular newsletters to its customers to share news about collaborations with renowned winemakers, special promotions on tasting menus and exclusive events held in the restaurant. The emails highlight the rich dining experience offered by Les Amis.
4. Ryugin (Tokyo, Japan): Ryugin, an upscale kaiseki restaurant in Tokyo, uses email marketing to share information about the seasonal ingredients used in their dishes, collaborations with local artists and artisans, and special events such as sake tastings. The emails highlight the harmony between the cuisine and traditional Japanese culture.
Newsletters have become an indispensable tool in the digital marketing arsenal of restaurants and bars. Through personalized content, increased engagement, control and consent, exclusive benefits, and trust-building measures, newsletters offer a multitude of advantages.
By leveraging this powerful marketing tool effectively, establishments can foster stronger connections with their customers, boost brand loyalty, and ultimately thrive in the competitive landscape of the hospitality industry.
If these exceptional restaurants are doing it, why not you?
You want to know more about this strategy, and you are willing to give a new power to yours? It’s a pretty good idea.
At Marty, we are experts in Digital and Data marketing for restaurants.
Contact us and let’s start the conversation.
Pierre Stanghellini
Founder / Director
MARTY
Data Marketing Agency