Statistics inform how we do business. Before planning your digital marketing strategy, it’s essential to know the most important numbers in the industry. Being familiar with digital marketing stats for restaurants will help you design your marketing strategy, ensuring it hits on the most relevant points.
With the advent of the internet and social media, the business of marketing restaurants changed significantly. A billboard, fliers, posters, and a prominent add in the Yellow Pages is no longer enough. A strong online presence is critical to restaurant marketing. Knowing the numbers will help you plan an effective marketing strategy that allows you to stand out in a crowded field.
As a bonus, you’ll save time and money. You’ll understand how to target your marketing strategy to reach the biggest audience possible, which is much more cost-effective than taking a shot in the dark.
Suppose all that number-crunching sounds overwhelming, no need to worry. In this article, we outline the digital marketing stats you need to know to expand your restaurant’s digital marketing reach and stay ahead of the competition.
General Restaurant Stats
To get an idea of how important digital marketing for restaurants is, take a look at this stat: Mobile phones generated 52% of all online traffic according to the most recent numbers, an increase of 50% over the previous year.
These numbers speak for themselves. We’re living in a digital world. Understanding digital marketing is critical to the success of any restaurant. Given current trends, these numbers will continue to increase. Now, let’s take a broad look at digital marketing stats for restaurants.
According to the software marketing company Monetate, digital marketing influences more than a billion restaurant visits in the United States. 37% of social media users surveyed said they research brands, products, and services before making purchasing decisions, says YP Marketing Solutions.
According to the restaurant management platform Upserve, a whopping 90% of people research restaurants before deciding where to go. Consumers research restaurants more than any other business. 57% of those customers checked out restaurant websites before deciding where to eat. And 33% looked at the reviews of other guests’ before choosing where to dine.
Moreover, 92% of those surveyed read restaurant reviews, with 77% preferring peer reviews to professional reviews. 33% refuse to eat at a restaurant with less than four stars.
Key Findings From BrightLocal’s Consumer Review Survey
These are the stats from software marketing company BrightLocal’s latest survey, published on December 11, 2019. They allow us to dig a little deeper into the digital marketing stats influencing restaurants.
- 90% of the population found local business through the internet last year, 33% used the internet daily
- 82% of customers read the reviews of local online businesses, 52% of those between the ages of 18 and 54 years always read reviews
- The average customer needs to read ten reviews before they’re comfortable trusting a business
- A mere 53% of consumers would contemplate going to a business that has less than a 4-star rating
- The average consumer spends 13 minutes and 45 seconds reading reviews before reaching an opinion about a business
- 97% of consumers who read reviews, also read the response of the business to those reviews
- 67% of customers have been asked to write a review for a local business. 24% of those have been offered a discount, gift, or cash in exchange for their review
As these stats make abundantly clear, restaurants must keep an eye on the reviews consumers write about them. Given the importance consumers place in online reviews, positive reviews are central to any restaurant’s success.
Ordering Online, Big Business
Let’s take a look at the statistics for online ordering, a vital component of digital marketing for restaurants. These stats come from Upserve.
- Sales through digital channels are set to reach 30% of total restaurant sales in the US by 2025
- In the US, 60% of customers order delivery or take out once a week
- When customers order online, they often spend a significant amount of money, with 34% spending a minimum of $50 when ordering food online
- Online orders and delivery have increased 300% faster than dine-in traffic since 2014
An interesting statistic is that 70% of customers prefer to order directly from a restaurant over using third-party apps such as UberEats, GrubHub, and DoorDash. Why? They say they want their money to go straight to the restaurant. This stat highlights the importance of investing in your restaurant’s online ordering capabilities as part of your marketing strategy.
Digital marketing stats for restaurants aren’t complete without looking at social media’s significant influence on consumers’ lives. Let’s start by looking at the top players in social media as of July 2020. These are active users on the site, counted in millions.
- Facebook 2,603
- YouTube 2,000
- WhatsApp 2,000
- Facebook 2,000
- WeChat 1,300
- Instagram 1,082
- TikTok 800
- QQ 694
- Weibo 555
- QZone 517
With billions of people worldwide logging into social media accounts daily, social media should play an integral role in all digital marketing for restaurants. Here are a few more critical stats about engagement on social media.
- 72% use comments and images on Facebook to help them make informed decisions about where to eat and shop
- Consumers are more likely to leave positive reviews on Facebook than any other app
- Generation Z and Millenials are more likely to use online reviews and social media to choose a restaurant than older generations
- Customers typically spent 40% more when restaurants engaged them on social media
Digital marketing is continually evolving as the digital landscape continues to change. Restaurants must stay abreast of the latest developments in order to effectively plan their digital marketing strategy.
Perfecting your website, increasing your presence on social media, gaining social media followers, and pushing traffic to your website through effective local SEO are essential elements of any digital marketing plan. Knowing these statistics will allow you to target your digital strategy effectively and save you time.