'Net Profits

Ziegler, Read
May 2004
Restaurant Hospitality;May2004, Vol. 88 Issue 5, p74
Trade Publication
This article offers tips for redesigning a restaurant Web site. As the design and content are being made, invite customers to review and comment on what they like and suggest improvements on elements they do not like. The Website is an opportunity to entice visitors to come to the restaurant and to extend the brand. Paint an appealing picture. In addition, the Web presence should consistently extend the brand identity through the Internet. Consider acquiring additional domains, such as nicknames, abbreviations and common misspellings. Invest in high-quality photography, particularly when it comes to images of food and location. Good pictures remind customers of what they can expect when they enter the establishment. Regularly revitalize the site with features such as updated coupons and specials, current customer comments and testimonials, food or cooking discussions or message boards; announcements of new locations, special promotions, and new menu items; and awards, press coverage or community service achievements. Allowing customers to interact with the site can encourage involvement, enhance the experience of current customers, and motivate prospective customers. INSET: More interactive opportunities.


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