Three Minds On Digital Marketing @ Organic

If your favorite restaurant was on Twitter -- or maybe they already are -- would you follow them? First, what could a local restaurant have to say in 140 characters or less to whoever might be listening? Second, is Twitter really the place for them?

Some restaurants seem to think so. They have realized pretty quickly that there is a world of foodies on Twitter. It's a great fit for smaller, local single shops or chains. And some are getting it right.

How does a restaurant stand out from the growing list?

1. Reward people for brand engagement. Make it fun.
A Detroit-area proprietor does this. If you follow @MattPrenticeRG and retweet some of their posts, they'll direct message you with a coupon code. The "code" is what you say at the counter when you place you your order. The last one gave me 50% off carry out!

Likewise, a casual California Mexican food chain, California Tortilla (@caltort), has given away 800 free tacos to customers who said the "secret" word the restaurant tweeted. It not only caused a spike in online chatter, but in store traffic as well.

2. Be conversational. Provide daily value. Got any new menu items up your sleeve? What did you buy at the market today? I want to know what's fresh or what to order.
 
As the name lends itself, the Tidbit Bistro (@tidbitbistro) offers daily "tidbits" or facts about Spain and Italy -- the countries of food they serve. I'll have to remember this one the next time I'm in Italy: "tidbit of the day: Don't use the classic but incorrect phrase 'al fresco'; for outdoor dining use 'all'aperto'. Al fresco means 'in prison'!"

One of the owner's of Soup & Scoop (@soupscoop), Michigan's top soup shop dishes details about their company, what soups are on or sold out and even personal happenings.

The Common Man (@thecmannh), a family of restaurants in New Hampshire, tweet about what's they're up to. Like: "Donated $22,000 to NH Food Bank today & dedicated 100's more from the sale of our bottled water using sustainable water filtration system!"

3. Make people feel part of something exclusive.
Café Metro (@cafemetro) is one of many marginal deli/café/salad bar restaurants that blanket the Garment Center in NYC. They have a program that rewards people with gift cards for finding their MetroMan on the street. They use Twitter reveal MetroMan's location as well as announce daily specials.

Kogi BBQ (@kogibbq) in LA, a mélange of Korean BBQ, tacos and burritos, uses Twitter to notify people where their trucks are going to be. That way their fans can get their hands on the food pronto. 

4. Do something good.
Maggiano's Little Italy (@Maggianos) has used small give-aways to attract more than 3,000 followers since mid-February. And just recently they asked for follows for a good cause. They'll donate $1 per follow to Make-A-Wish Foundation up to 7500 new followers. Sort of a sly way to get followers, but it's for a good cause. They'd just better do one of the items from my list to keep their attention once they've got them there.

5. Get your fans to speak for you.
Shake Shack (@shakeshack), Madison Square Park "modern day roadside burger stand" uses tweets from fans to report wait time via line lengths as well as custard flavors. They also connect solo diners who want to share a table and conversation.

6. Make it part of your business.
Because her menu changes depending on what she's got cooking, Chef at The Sugar Mommy (@thesugarmommy), a local New Hampshire source for homemade baked goods and confections, lets followers know what she's making. I'd go a step further and recommend she take requests, suggestions or special orders.

Big chains could learn a thing or two from these little guys. Give folks a reason to check you out and follow you and they will.

Thanks to Chad Stoller (for the photo, too), David Feldt, Marta Strickland, Traci Armstrong and fellow twitter followers for sharing their favorites.

Who is your favorite restaurant Twitter?

Sarah Jo Sautter