The world has gone digital. The revolution has already happened, and anyone who is not yet on board is playing catch up. Generally speaking, your customers are connected to the internet at all times. Mobile apps and smartphones are a great tool for business, because they are already in the hands of the people you want to reach. Mobile applications can help you stay relevant by providing your customers with a familiar way in which they can interact with your business, and provide you with a quick and easy means of getting your information out into the world. If your restaurant has yet to take advantage of these new opportunities, you are already very late to the game.
The first, and most simple, step to going digital is to set up a complimentary wireless internet connection for your guests. Customer's are likely to spend more time and more money at your establishment if you cater to this need, and they will not be able to "check-in", or "Like" your page if their smartphone has no signal, or if they have a limited data allowance. Research has shown that WiFi is something customers appreciate at a business, even outside coffee shops. (How to set up a guest WiFi connection by PC World)
Next, and almost as simple as the first step, is to take control of the apps your customers are already using every day. Services such as Yelp, Foursquare, Facebook and Google Pages, are immensely popular, free to use for both you and your customers (although some offer paid advertising options), and it saves you the problems of having to create a dedicated app and convince customers to download one for your specific restaurant. All you need to do is log in and take control of your business's listing, which in the case of apps like Yelp and Foursquare, has likely already been created by your patrons. These applications make it much easier for consumers to learn about your business, and facilitate more interaction between you and your customers.
Foursquare is a location based social networking app that allows visitors to "check-in" at your establishment. This check-in then goes out to all of the visitors friends on the social network. Users can gain "mayorships" by checking in at a specific location more than anyone else, and earn virtual badges as well. As a business, you have the option of providing a check-in reward, such as a "Mayor" special for your most frequent Foursquare customer, or a small discount when a user checks-in for the first time. Foursquare's latest feature is searchable menus. Upload your menu to the Foursquare app, and users can search for "Steak Taco", and get a list of restaurants nearby that include that item on their menu. This could potentially bring you new customers that would have otherwise been unaware of your restaurant.
Yelp also offers you the ability to reward customers who "check-in" just like Foursquare, but it is better known for being the "Yellow Pages" of the internet, providing consumers with a centralized place to write and read reviews about businesses, which are then rated between 1 and 5 stars. For many patrons, it will be the first place they look to decide whether or not your restaurant is worth their while. Anyone can read the reviews posted by your visitors, but as a business owner, you have the option of responding to reviewers through a public comment or a private message. I would advise remembering "the customer is always right" mantra; responding to Yelp comments is an opportunity to show your customers you appreciate their compliments, and you are listening to their complaints. Yelp reviews can be a great way to identify which areas of your business are successful and which need improvement, from your customer's point of view.
Create a Facebook, Twitter, Tumblr, whichever one or combination you prefer, and start populating those pages with content. The information you post through these apps is crucial. Users want to know what is new at your restaurant and what makes it unique, they are already accustomed to media rich resources on the internet. The key is to provide the correct information and a reasonable amount of it. Your customers probably do not want to see you post four or five times a day, but posting photographs of your weekly special once or twice a week can really make a difference. Get creative by posting short "behind the scenes" videos from the kitchen, or even just a photograph of that new wine you have available. You can offer them exclusive specials only accessible through your social media pages. This not only means that your customers will be engaging with your business, but they will also be providing marketing opportunities by telling their friends about their experience at your restaurant. Depending on how active they are, they could be sharing with 10 people or 5000 people, or more. Social media is like word-of-mouth on steroids.
The most important thing to remember when your restaurant's marketing goes digital is to go all the way. You cannot just dip a toe in the water and expect great results. The most successful efforts provide relevant information, with special incentives and well thought out media. If your Facebook page or Yelp "check-ins" fail to provide anything useful for your customers, then they will likely skip over them and you will not see any benefits. Make sure you invest enough time and resources to make it worth your while, and update your information consistently. Like any investment, the more time and energy you put into your customers' mobile experience, the more of a return you will receive.
How to set up a guest WiFi connection by PC World