Comme vous le savez probablement déjà tous, la restauration est le secteur d’activité ayant enregistré le plus de pertes financières liées au coronavirus. Ceux qui ont résisté au premier confinement, se sont vu appliquer des mesures hygiéniques supplémentaires, fermer plus tôt à cause du couvre-feu et accueillir moins de clientèle. Ces mesures fortement contraignantes n’ont pas permis aux restaurateurs de rattraper leur chiffre d’affaires annuel avant le second confinement. Pour survivre et se démarquer de la concurrence, ils doivent donc appliquer de nouvelles stratégies et faire preuve de créativité. Quelles sont donc les solutions pour les restaurateurs ?
La livraison à domicile
Bien que le confinement interdise la fréquentation des restaurants, il est toujours possible de se faire livrer à domicile ou bien d’aller chercher son repas. Pour proposer ces alternatives, plusieurs choix s’offrent aux propriétaires de restaurants :
- engager un livreur
- demander aux serveurs s’ils seraient prêts à faire de la livraison. Square est une solution permettant de payer par carte bleue depuis un téléphone.
- utiliser des applications tierce comme Ubereats, Just Eat, Deliveroo…
A l’instant, cela semble la solution pour limiter les pertes. Néanmoins, il semble illusionnel d’affirmer que le volume de ventes grâce à ces solutions soit le même qu’auparavant. Comment faire alors pour se démarquer auprès de la concurrence et attirer la clientèle ?
Optimiser sa page du site de livraison
Beaucoup de restaurants semblent oublier qu’avoir une simple liste de plats à présenter aux consommateurs est peu attractif et n’inspire pas forcément confiance. Il est important de rappeler que beaucoup de personnes sont réfractaires au changement et consomment continuellement aux mêmes endroits pour éviter les risques. En situation hors confinement, des facteurs tels que la devanture du restaurant ou une salle remplie peuvent encourager le client à venir et prendre un risque. En ligne, les choses se présentent différemment et il ne reste plus que la carte plus ou moins optimisée.
Pour donner confiance et susciter l’envie, voici quelques conseils à prendre en compte lors de la création de la page du site de livraison.
Les photos
Pour susciter l’envie et donner faim, le sens de la vue est le seul exploitable dans un cas du confinement et il convient donc de l’exploiter. En effet, qui n’a jamais salivé devant la photo de son plat favori ? Cela est dû au fait que la vue est liée directement à nos souvenirs et donc nos émotions, ce qui provoque cette envie. Il s’agit donc d’une grave erreur de négliger les photos qui présentent les plats. En effet, en temps de confinement, il s’agit de la nouvelle devanture du restaurant. Pour humaniser un peu plus la plateforme, il est aussi possible de mettre des photos de l’équipe, ce qui provoquera un sentiment de familiarité.
Le titre et la description des produits
Le texte est un autre facteur à prendre en compte pour informer le client sur les produits vendus. Le serveur ne pouvant plus renseigner les éventuelles questions, il est donc nécessaire de les anticiper.
En ce qui concerne le nom des plats, il existe deux écoles :
- un nom concis : simple rapide et efficace
- un nom farfelu : permet de transporter le consommateur dans un autre univers, mais à utiliser avec précaution et à compléter avec une description
Il est fortement recommandé de faire relire les descriptions au personnel qui connaît bien la clientèle et qui saura reconnaître les éventuels doutes.
La disposition de la page
En ce qui concerne la disposition de la page, plusieurs solutions s’offrent à vous. Parmi celles-ci, une option est de mettre en avant les plats phares de votre restaurant. Ceux-ci étant les plus appréciés de la clientèle, ils seront plus susceptibles de séduire les nouveaux venus.
Le sponsoring ?
Si le nombre de personnes visitant votre page est trop faible, il est possible d’avoir recours au sponsoring. Ces sites vous permettent pour un budget hebdomadaire de toucher un public précis. Similaire au trafic payant sur Google, il fera venir des consommateurs tant que vous payez, une possibilité de se faire découvrir mais onéreuse. Développez votre communauté et faites voter celle-ci pour la qualité de votre nourriture. Cela sur le long terme vous fera évoluer dans les premiers résultats des sites de livraison.
4 Tips pour se différencier de ces concurrents
Pour faire face à la concurrence certains font preuve d’ingéniosité. Voici 4 solutions pour faire face à la crise.
Des plats en kit
Une fois confiné, les activités restent limitées au sein même des foyers. C’est pourquoi, certains proposent de faire livrer des plats en kit. Cela permet donc de passer un moment convivial, de manger le repas des produits de nos restaurants préférés en plus de les soutenir.
Pour compléter ces kits et faire vivre une expérience unique, les chefs pourraient réaliser des vidéos depuis leur domicile pour expliquer un peu mieux la recette.
Systèmes de points et de fidélité
Il serait bien de penser aussi à extrapoler le système de points et de cartes fidélité au sein de structures plus petites. Certaines grandes chaînes de fast food ont déjà adopté ce système, mais ce n’est pas encore le cas de nombreux restaurants plus traditionnels. Ce système de points a pour effet de fidéliser la clientèle à moindre coût, c’est-à-dire moins de 2 €.
Utiliser les réseaux sociaux
Il faut qu’on parle de vous ! Le confinement est un raz-de-marée faisant disparaître ceux qui ne sont pas adaptés. Animez vos réseaux sociaux avec Instagram, Facebook et TickTock !
En ce qui concerne le contenu, privilégiez la vidéo très populaire avec ses nombreux tutoriels.
Il faut que l’humain ressorte, prenez des photos de l’équipe pendant qu’ils font à manger, des photos des plats, retweeter ou partager les photos/vidéos de votre communauté quand ils ont leur plat. Lancer des jeux concours un repas gratuit pour la meilleure photo décalé. Un autre frein à la consommation dans les restaurants est la peur d’avoir le covid. Pour cela, prenez des photos de vous en masque, détaillez les contrôles que vous exercez en plus, votre public doit comprendre que vous répondez à leur attente.
Réaliser des partenariats
D’autres commerces autres que la restauration souffrent de ce confinement pourquoi ne pas leur proposer un partenariat ? Des jeux de société pour un menu spécial ludique. Des maillots esport pour toucher les joueurs. Des jouets à la façon happy meal pour attirer les familles. Ce n’est que des exemples parmi de nombreux envisageables. Les menus seraient plus chers mais permettraient de vous différencier et de changer les habitudes de vos consommateurs.
En conclusion…
En conclusion, pour pouvoir faire face à la crise, il faut innover et repenser sa stratégie. Tout se faisant sur internet, il convient d’optimiser la page internet pour susciter l’envie et avoir une visibilité maxiamel. De plus, un des tips cité ici permettrait de se différencier de la concurrence et attirer une clientèle plus importante.
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