In today's digital world, restaurant promotion requires a strategy that takes into account changing consumer preferences and behaviors. Collaboration with influencers has become an integral part of an effective marketing campaign, especially for a new discovery. Influencers, i.e. people who have a significant influence on the opinions and decisions of their social media followers, are a powerful tool in creating a restaurant's image and attracting new customers.
Let's start with what influence marketing is and what its phenomenon is. What influencer marketing does is based on a simple premise: when a web creator we respect and admire recommends a particular product or service, it's much more compelling than traditional advertising. As if we received a recommendation from a friend who has already tested the product and can honestly share their experience. It is also a direct appeal to a specific target audience. How? Let's say that a new primer from brand x is coming out and we want to reach people who are looking for makeup teams on Instagram or TikTok. In this case, you should make a bet on working with a beauty influencer who recommends proven makeup products on a daily basis. It's the same with the approach to influential food marketing. Would you like to announce the opening of a new restaurant? Or do you care about making more extensive use of your new menu liner? Collaborate with foodies!
Influence marketing - what is it?
Working with influencers aims not only to expand communication opportunities, but also to build trust and a positive image of your restaurant. Reviews that influencers leave on social media platforms become a kind of reference point for potential customers. After all, when an authority in a given field speaks out about a particular restaurant, it not only informs you, but also encourages you to visit it. In a world full of information and advertising incentives, the opinions of influencers become the mainstay on which consumers ' decisions are based. This is why influencer marketing is becoming an integral part of the strategy of many restaurants that strive to reach their target audience in a reliable and effective way.
But who should I work with?
Of course, the first step should be to invite the previously mentioned gourmets to cooperate. In the world of gastronomy, an influencer can be anyone who has a passion for food and shares it with others. These can be both professional chefs, well-known food critics, and ordinary lovers of cooking or discovering new places. The key is not only to have an extensive knowledge of cuisine and tastes, but also to be able to attract the attention of your followers with engaging dish presentations, interesting reviews, or inspiring cooking tips. Food service influencers often share their culinary discoveries, restaurant recommendations, recipes, or stories about their culinary journey, which attracts the attention of a wide audience.
However, not only people who are strictly connected with gastronomy are a good choice when making a collaboration. Do research among artists, actors, influencers who have a lifestyle profile, athletes, or people who have a travel profile. This way, you will get into various groups whose subscribers will be interested in your service.
Below you will find examples of an interesting approach to influencing food marketing:
Bibi's Restaurant collaboration with Natalia Kusyak (influential personality) and Natalia Kontraktevich (photographer) - authors of the book The Bowl Cook. The collaboration is commendable because it is not an example of standard advertising. Bibi created out of a passion for healthy food. While healthy cooking, vegetable cooking with a touch of fun is the leitmotif of the book by the previously mentioned authors. So there was a walnut bowl, which was included in the charter of the restaurant.
Source: Instagram
Another example collaboration of the restaurant istochnik with Mikhail Korkosh, better known as delicious. As part of the premiere of Mikhail's latest book, the restaurant decided to create a pop-up window with him. What was that? For almost a month, customers had the opportunity to try the menu of one of the most popular culinary creators. This collaboration caused a wide response, and all available tables were booked within a few days. This is yet another example of collaboration that, through its authenticity, makes a place for influencers to benefit from collaboration mutually.
Source: Instagram
Do you want to gather all the opinion leaders that are important to you as part of promoting a new menu or an important event? Organize a dinner together! Below is an example of the inaugural beer festival dinner in Warsaw Breweries, which was a precursor to the upcoming event. This is primarily the creation of effective communication noise and strong visibility in the media. Our creative agency team from the kitchen was responsible for this implementation, which we are incredibly proud of!
Source: Instagram
Remember one important rule
Influencer marketing should be an adjunct to your strategy, not the main point on which you base all your communication. The value of working with influencers in the restaurant context is undeniable, but you need to know both the positive and potentially negative consequences of such a partnership. There is a huge opportunity to promote a restaurant as a place of high quality and excellent service, especially if the dishes are delicious and the standards of customer service reach a high level. An opinion leader in this context can provide an extremely effective tool for advertising a place that is worth visiting.
However, keep in mind that there is also a risk involved. In the age of social media, news about a bad food experience spreads quickly, affecting the reputation and perception of the establishment by a wider range of potential customers. If the influencer's taste does not match the restaurant's gastronomic offer, there is a risk that this opinion will negatively affect the reputation of the establishment.
Therefore, it is important to remember that before making a decision to collaborate with an influencer, it is worth considering whether such collaboration is consistent with the overall marketing strategy of the restaurant and whether a particular creator is suitable for representing the value and character of the institution. Ultimately, the value of working with an influencer may outweigh the risks, but it should be considered as part of a larger marketing strategy, rather than as its sole pillar.
How do I get started? Write down this tip!
If your influencer marketing adventure is just beginning, you should use the services of a professional agency that specializes in these types of campaigns. Specialized people will take care of coordinating actions on your behalf, negotiating with influencers, and monitoring campaign results, which will save you time and increase efficiency.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
