In our latest episode of the Restaurant Technology Guys podcast, we had the incredible privilege of speaking with Rev Ciancio, a wizard in the realm of restaurant marketing. Rev shared invaluable insights on everything from tech marketing to social media strategies, offering a treasure trove of knowledge for restaurant owners and marketers alike.
Meet Rev Ciancio
Rev Ciancio isn’t just your average marketing consultant; he’s a hospitality marketing guru with a deep-rooted passion for helping multi-unit restaurants and technology companies succeed. Currently the Chief Marketing Officer for Salad House and co-founder of Handcraft Burgers Brew, Rev has built a name for himself by leveraging the power of social media and innovative marketing strategies. With hundreds of thousands of followers on various social media platforms, Rev’s “go eat here” content has become a significant influence in the industry.
The Reality Check on Social Media
One of the biggest revelations from our conversation was Rev’s clear stance on social media marketing. “What’s not working at the independent level is social media,” Rev states. He emphasizes that many restaurant owners mistakenly believe that posting on Instagram will make their business go viral. In reality, social media should be viewed as a retention channel rather than an acquisition channel.
“You need to make your content about getting guests back and talking about what makes you unique,” advises Rev. He adds that while Instagram and Facebook are essential, they should not be your primary marketing focus given their limited reach and the high effort involved in content creation.
Optimizing for Local Search: A Non-Negotiable
Rev highlights the importance of local search optimization as the cornerstone of any successful restaurant marketing strategy. He points out that most restaurant traffic comes from Google, making it critical to ensure your business is listed and optimized for search engines.
“Two out of three searches for a restaurant on Google are unbranded,” Rev explains. This means potential customers are searching for specific menu items rather than restaurant names. Utilizing a listings management provider to manage your Google, Yelp, and other online listings should be your first step toward effective marketing.
The Golden Metric: CRM Growth
Rev underscores the power of email marketing in building lasting relationships with customers. “The number one golden metric as a marketer is CRM growth,” he asserts. Collecting customer email addresses and sending weekly newsletters can significantly boost your customer retention and repeat business.
He advises that even simple newsletters featuring a menu item with a two-sentence description and an order button can be highly effective. “The easiest, fastest, most scalable way to stay top of mind or in my consideration set is to send me an email,” Rev notes.
The Future of Restaurant Marketing: Guest Feedback and Experience
Looking toward the future, Rev emphasizes the importance of measuring guest sentiment and feedback. He uses tools like Ovation to continually monitor and improve the guest experience.
“Measure your guests’ feedback, analyze it, and work on it,” he suggests. For example, receiving multiple complaints about salty food led him to discover an incorrect salt type being used, which was promptly corrected.
Final Thoughts
Rev provides an abundance of valuable insights for any restaurant operator looking to elevate their marketing game. Whether it’s optimizing local search listings, leveraging email marketing, or prioritizing guest feedback, these strategies can make a significant impact on your business.
For more detailed marketing tips, tricks, and tactics, you can subscribe to Rev’s LinkedIn newsletter at restaurantsgrow.tv. If you want to see him in action, follow him on TikTok or Instagram under the handle @RevCiancio or check out his fry-themed Instagram account, Fun with Fries.
Thank you for tuning in, and make sure to stay updated with all our episodes for more expert advice and industry trends!
