Houston—November 17, 2008—As the economy slows so does the American appetite for dining out, but restaurants in Houston, considered by USA Today the “dining out capitol of America” in 1998, can use technology to help offset the downturn. Area restaurants have online tools at their disposal to help maintain traffic at their tables. The National Restaurant Association’s (NRA) September 2008 Restaurant Performance Index (RPI) – a monthly composite index that tracks the health of and outlook for the U.S. restaurant industry – showed sales and traffic declines and forecasted expectations at an all-time low. However, according to a new study, 2008: Essentials of Online Marketing: Restaurant Website Study, released by Houston-based Origin, by using certain key components to increase the effectiveness of their website, restaurants can better position themselves in the face of an economic slowdown.
“In today’s economic climate, the more than 10,000 restaurants in Houston find themselves in an increasingly challenging business environment,” said Karen Niemeier, Origin food industry strategist. “But in the age of the Internet and with the popularity of the PDA, there is more potential than ever for Houston restaurants to keep their customers coming to the table by connecting with them through their website.”
According to the NRA, four in ten diners indicate that when choosing a restaurant that they have previously not patronized, they are more likely to use an online source or Internet search to help make their choice.
The Origin study, which reviewed websites of 104 restaurants exclusively located or headquartered in Houston, evaluates essential components for effective restaurant websites. Key considerations included a website’s visuals, content, and interactivity or functionality. After studying each website, the study lays out ways in which restaurateurs can get the most marketing leverage out of their online medium including integrating the website into customers’ lifestyles, leveraging publicity in a number of specific ways, and creating a dialogue with potential employees.
Roughly three out of four full-service restaurants have a website, up from about one-half in 2000, as indicated by the NRA’s 2008 Industry Forecast.
“It’s not enough for restaurants to just have a web presence anymore,” says Niemeier. “To capture the untapped potential of their websites, restaurateurs must realize that this site is an online gateway to their establishment and they must invest the necessary resources to ensure that its appeal is as enticing as their kitchens. By marketing smarter online, restaurants can give potential diners information and meals to sink their teeth into.”
Among the best practices detailed in the study, including positive media coverage, high-quality photos of the food and restaurant’s interior, and including limited-time special deals, offers, and events can help translate a website visit into a visit to the table. The study also includes advice on the importance of incorporating social networking and new media practices into their online repertoire to maximize the virtual portal into their restaurant.
To view Origin’s 2008: Essentials of Online Marketing: Restaurant Website Study online visit www.foodindustryintel.info.