Diners want 24/7 brand engagement
18 July, 2012
People who eat out want to engage with brands online and around the clock as well as while they are within pubs and restaurants themselves.
That is one of the messages from a new survey by the Mystery Dining Company, which found that nearly two thirds (63%) of people were influenced in their perception of a brand by the way it engages on social media platforms. Nearly half (45%) said they liked or followed a brand on platforms like Facebook or Twitter because they were happy to publicly endorse it to family and friends.
More than nine in ten (92%) people said online reviews of a pub or restaurant had a bearing on their decisions about where to eat out—and nearly half had posted reviews of their own over the last three months.
The Mystery Dining Company said the findings proved the importance of engagement with social media and review sites like Trip Advisor. Sally Whelan of TMDC said: “Consumers are carefully evaluating how and where they are spending their money across all aspects of their expenditure and therefore they are applying the same logic as they would their car insurance or electricity bill to choosing where to eat out. Eateries need to be aware that people are also researching to see how their venue compares to others on offer in the same area.”
The Mystery Dining Company, which surveyed the opinions of 360 people for its survey, said awareness of the power of social media had led to strong levels of interest in its own social advocacy programmes that collate and analyse feedback.