The connection between your food operations data and social media marketing is stronger than you think.
Social media marketing is a tool that can promote specific menu items at specific stores. Your food operations data can inform your social media decision making.
Access to your data will add smarts to your social media with inventory-driven promotions
Social media remains a powerful tool for restaurants to engage with guests and promote specific menu items. Some restaurants have begun leveraging their social presence to engage with customers and promote a brand identify. This connection with customers allows brands to serve their best interests by promoting what they want their customers to buy. But for restaurants spread across the globe with lots of customers and menu items, optimizing this approach can be challenging.
The main challenge for marketing teams is creating promotional social content that is timely, targeted, and optimized for specific locations. You could create the best social campaign centered around a new burger, but if it's not optimized for the audience, the campaign could fall flat.
The key is gaining easy access to store-level inventory data. When social media marketers know which menu items are successful, which aren't, which sell during certain days, and which are more or less popular depending on their region, their campaigns will be much more effective. With the right business intelligence tools that pull POS and operations-level inventory data, social marketing teams can gain insights rarely seen in any industry and use this data to drive sales where and when needed.
A great opportunity for information sharing and collaboration
Finance and operations folks have always known that data gleaned from their enterprise back office platform can help them manage food and labor costs and increase profit margins. But the advantages of integrated back of house systems aren't just reserved for these groups. That same enterprise back office system data can benefit marketing teams who can quickly identify the right menu items to promote and drive the most profitable sales.
Everyone at the restaurant should be serving the same mission - grow sales and increase profits. So allowing access to information that can be used in so many ways to help achieve these goals is a no-brainer. In a well-run restaurant, social media teams are generating interest and helping increase sales, and that increased revenue is maximized by optimizing food and labor costs, and the operations platform designed to optimize costs then informs marketing what campaign to run next. All of this can be achieved with the right technology.