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New Tripadvisor Study Shows Restaurants Falling Behind In Marketing

A study by review sites tripadviser, which has over 4 million restaurants listed, has revealed that restaurants are falling behind with their marketing strategy .

To learn more about the evolving marketing trends that are impacting restaurants today, Tripadvisor surveyed its partners for their thoughts. The result is the largest TripAdvisor Restaurant Marketing Study to date — spanning five markets including the United States, United Kingdom, Spain, France and Italy.2 Read on for the latest restaurant marketing trends.

Key UK findings from the study include:

  • The vast majority of UK respondents (80%) believe they should be doing more to promote their restaurant businesses.
  • More than half of UK respondents reported spending less than 10% of their time on marketing activities.
  • The top three marketing channels where UK restaurateurs invest their marketing dollars are print advertising (69%), social media (65%) and online listing services (45%).
  • In the UK, 94% of restaurateurs report that they are monitoring the reputations of their businesses.
  • Worldwide, restaurateurs report that their most effective marketing channels for driving more business are social media (#1), online listing services (#2) and search engine marketing (#3). Online voucher/coupon services were reported to be least effective by worldwide respondents.
    Time Invested in Restaurant MarketingTime Spent: In the UK, over half of respondents spend less than 10% of their time on marketing activities. This is consistent with the majority of global respondents who also report spending 10% or less of their time on marketing activities (56%).

    Employees and Consultants: Only 12% of UK survey respondents have hired a dedicated marketing employee and just 2% report using an outside marketing consultant. Globally, 9% of respondents have hired a dedicated marketing resource and 3% have hired a marketing consultant.

    Time Spent on Marketing Activities by Country

    Monetary Investments in Restaurant Marketing

    Marketing Channels: The top 3 channels where UK restaurateurs invest their marketing dollars are Print Advertising (69%), Social Media (65%)and Online Listing Services (45%).

    Reputation or Social Monitoring Services: In the UK, 9% of respondents report paying for a professional reputation or social media monitoring service. Across the globe, this figure is 13%.

    Percentage of Owners Investing in Top 3 Marketing Channels

    Effectiveness of Marketing Activities

    Overall effectiveness: The vast majority of UK respondents (80%) believe they should be doing more to promote their businesses. This compares to 71% of global respondents.

    Effectiveness of channels: Worldwide, restaurateurs report that their most effective marketing channels for driving more business are Social Media (1), Online Listing Services (2) and Search Engine Marketing (3). Online voucher/coupon services were reported to be least effective by worldwide respondents. It’s interesting to note that Print Advertising is not among the top three most effective channels, despite its place among the top three most popular channels in which restaurants invest their marketing spend.

    Restaurateurs Who Feel They Could Do More Promotion

    Online Reputation Monitoring

    Reputation Monitoring: In the UK, 94% of restaurateurs report that they are monitoring the reputations of their businesses. This is very consistent globally, with 93% of respondents indicating they’re monitoring their reputations regularly.

    Frequency: The majority of worldwide restaurateurs report that they monitor their online reputation several times each week.

     

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