Growing a ghost kitchen business takes strategy and constant evaluation. A key area worth investing time, effort, and probably some money in is your ghost kitchen’s marketing plan.
Build a Ghost Kitchen Marketing Plan
For your ghost kitchen to be a success, you need to have an effective marketing plan. The goals of your marketing plan should be greater online awareness and more engagement with potential customers.
A good ghost kitchen marketing plan will allow you to reach more customers and make more sales. A poor marketing plan will only add unnecessary costs to your budget.
Emphasize Digital Marketing
Since you do not have direct contact with customers, the hardest part of growing a ghost kitchen is building your profile. Nearly all your marketing will take place online, given that online ordering and delivery go hand in hand. Fortunately, there are several marketing strategies that work well for virtual restaurants.
The best place to start is to create an attractive website and build a social media presence. Focus on platforms with wide reach, like Facebook and Instagram. Spotlight your food through photos and videos. Emphasize your brand values and the quality of your food in your digital messaging.
Social media marketing provides the easiest and most affordable means of marketing a ghost kitchen. Use your social media feeds to promote specials and limited-time discounts. Offer coupon codes to first-time customers. Encourage user-generated content, such as customers posting about your food on their own social media pages. You may wish to launch social media ads as a quick way to raise your business’s profile.
Some other digital marketing strategies to consider are:
- Email marketing
- Influencer marketing
- Search engine optimization
- QR code menu marketing
Be sure to maintain current and complete profiles on Yelp and Google My Business. Use your CRM to start an email marketing program that keeps customers in the know about your latest specials and coupons.
Throughout all your marketing initiatives, make sure your branding and messaging are consistent and consistently appealing. One mediocre food photo can make a prospective customer start looking elsewhere.
Traditional Marketing Strategies
You can also use word-of-mouth strategies to intrigue and attract new customers. Local sources can play a significant role in reaching prospects. Working with local farmers and gardeners will help you reap the benefits of seasonal harvests. Apart from getting inventory at discounted prices, you will win the hearts of customers who are looking for the freshest ingredients possible and who like to support local business.
Other traditional marketing strategies include:
- Marketing collateral (flyers, business cards, etc.)
- PR initiatives (e.g., trying to get reviewed by local media)
- Direct mail
- Loyalty and rewards
Again, your focus should be on digital marketing strategies. But any strategies you can use to increase word of mouth are worth looking into!