Building Customer Trust is the Future of Restaurant Marketing
At ASTRALCOM, we’ve been watching the seismic shifts to the restaurant industry closely throughout the pandemic. We’re in a new era for restaurants – and it’s characterized by instability. More broadly, 2020 has caused a sea change in how people – specifically, internet users – feel about trust, data, and authenticity. About 40% of adults in the U.S. believe that social media does more harm than good, for instance. Plus, as in prior years, consumers want brands that take a stance. Our deeply divided election process is a testament to how issue-driven Americans are these days. What’s more, upwards of 80% of today’s consumers are concerned about how their data is handled.
With these themes in mind, how can restaurants thrive this year? Adapting to the trust economy is critical. The trust economy is all about centering trust as a powerful source of economic power. Building trust with potential customers – especially when it comes to safety – is essential. Holistically, restaurants can also gain trust by showing their positions on social issues and intelligently handling customer data.
Often, a person chooses a restaurant because it aligns with their personality and lifestyle. As an extension of this alignment, restaurants will do well to align with customer values. Today’s customer wants to know that they’re putting their money to good use. Perhaps this means partnering with local organizations or showing up for essential workers or other groups in pandemic distress. Customers form loyalty when they find alignment and feel validated by a business’s actions and positions.
COVID will continue to change the way restaurants can operate, even into the New Year. If you’re a restaurant looking for a reliable partner throughout these uncertain times, ASTRALCOM can offer you deep expertise. Learn more about how we can help provide comprehensive marketing services.