In the highly competitive restaurant industry, every aspect of the marketing funnel plays a crucial role in attracting and converting customers. While much attention is given to the awareness and consideration stages, it’s time to shed light on the often overlooked role of a restaurant’s location in the conversion stage. Frustrated customers who are unable to find a restaurant often end up patronizing nearby venues, wasting the efforts and acquisition costs invested in getting them in the right position and ready to visit. In this article, we will delve into why location matters beyond the marketing funnel and explore how it impacts customer conversion.
The Power of Convenience
Customers are motivated by different factors when choosing a restaurant. A great location with high footfall primarily caters to what can be referred to as “convenience customers” – individuals seeking quick and accessible dining options. Take Starbucks, for example. They have strategically positioned their stores in locations with heavy foot traffic, and their success doesn’t solely rely on visually spectacular aesthetics or the best quality food. By focusing on convenience, Starbucks is able to draw people in with easily accessible and high-traffic locations. This serves as a reminder that proximity and convenience can often trump other considerations when it comes to converting customers.
The Importance of Street Presence
Street presence goes beyond traditional marketing efforts and acts as a powerful cold touchpoint for potential customers. Even before customers have any exposure to a restaurant’s brand, a quick peek inside the restaurant window allows them to gain a complete understanding of the business. They can see the food being served, get a sense of the interior ambiance, and observe the brand name and logo. This visual experience serves as a potent advertisement, capturing attention faster than any other marketing format. Chains with multiple stores have a distinct advantage in this regard, as potential customers are exposed to multiple touches of this impactful marketing placement. Street presence not only increases visibility but also creates a sense of curiosity and entices passersby to step inside, thus increasing the chances of customer conversion.
Unlocking Discoverability and Word-of-Mouth
An advantageous location can significantly enhance a restaurant’s discoverability. When a restaurant is situated in a busy area with high footfall, it naturally attracts the attention of potential customers who may not have been actively seeking a dining experience. These individuals may stumble upon the restaurant while exploring the neighborhood or walking by, leading to spontaneous visits. Moreover, a strategically positioned restaurant can also benefit from word-of-mouth marketing. Customers who have a positive experience at a conveniently located establishment are more likely to recommend it to their friends, family, and colleagues, further boosting the restaurant’s reputation and attracting new customers.
Conclusion
In the competitive landscape of the restaurant industry, the significance of location cannot be overstated. Beyond the marketing funnel, a restaurant’s location plays a pivotal role in converting customers. By focusing on convenience, restaurants can tap into the needs of “convenience customers” and attract foot traffic seeking accessible options. The street presence of a restaurant serves as a powerful cold touchpoint, capturing attention and providing a glimpse into the establishment’s offerings and ambiance. Moreover, a strategic location enhances discoverability and can lead to word-of-mouth marketing. By recognizing the impact of location and leveraging it effectively, restaurants can increase their chances of customer conversion, ultimately contributing to their success and growth in the industry.