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Marketing gastronómico, qué es y por que es imprescindible en tu restaurante Saltar al contenido ¿Por qué restaurantes con una cuidada oferta culinaria sucumben ante la ausencia de comensales? ¿Es la calidad el único factor decisivo en el éxito de un restaurante? Mientras que en la mayoría de sectores tener una buena estrategia de marketing es crucial, en otros se sigue relegando a un segundo plano. Por lo menos, es lo que sucede en el sector gastronómico. Sin embargo, proyectos sin demasiado relumbrón salen adelante y destacan gracias a calculadas estrategias de mercadotecnia . El marketing gastronómico , por paradójico que resulte, es un gran desconocido en el mundo de la gastronomía. Pero, ¿por qué se da esta situación? ¿De verdad se pueden aplicar estrategias modernas de marketing a un sector tan tradicional como la restauración? ¿Cuáles son las que más éxito están teniendo? Hoy, de menú, tenemos marketing aplicado al sector del buen comer. Hoy, en Gestión.org, tenemos en nuestra carta al marketing gastronómico, ¡buen provecho!
¿Qué es el marketing gastronómico? La realidad es que todos los días cierran restaurantes con una oferta genial porque nadie llega a disfrutar de su calidad. Y aquí surge la pregunta, ¿de qué sirve un plato riquísimo si nadie va a probarlo? ¿Cuándo las estrategias de marketing tendrá la relevancia que debería en este sector? Pero empecemos por el principio. Como tipo de mercadotecnia, el marketing gastronómico es el conjunto de acciones llevadas a cabo para captar y cautivar clientes a fin de satisfacer sus necesidades a través de productos y servicios gastronómicos. Como esta definición de marketing gastronómico quizás te haya dejado con hambre, vayamos un poco más allá. Uno de los grandes problemas del sector de la restauración es que parece haberse quedado encadenado en el pasado. Y es que un tanto por cierto muy elevado de hosteleros sigue usando las mismas estrategias de visibilidad que hace 25 años. Para que te hagas una idea, en muchos casos, la carta que se expone en el exterior es la única publicidad que se realiza. ¿Crees que una estrategia de marketing gastronómico se puede basar solo en listar los productos? Aunque este sea un punto importante. Es obvio que es insuficiente. Y eso nos lleva a la gran pregunta: ¿no crees que puede ser interesante aplicar estrategias que están funcionando desde hace tiempo en otros sectores? ¿Por qué no probar a intentar a conocer mejor a nuestro cliente ideal? O, ¿por qué no usar una estrategia de marketing digital para ganar visibilidad? Esto son solo 2 opciones, pero como veremos luego hay muchas otras. Cada vez se hace más necesario el que los hosteleros se conciencen de que deben renovarse y empezar a usar nuevas acciones. La alternativa es ofrecer un servicio a ciegas y cruzar los dedos para que al usuario le guste. Y es que es a menudo esa falta de orientación al cliente es la que provoca que el negocio fracase a pesar de haber realizado una fuerte inversión.
Plan de marketing gastronómico Un plan de marketing gastronómico lo forman una serie de acciones separadas y combinadas para alcanzar los objetivos deseados. No se trata de limitar el trabajo a redes sociales o los textos de la web, sino que debemos planificar una estrategia que combine en cada momento diferentes acciones puntuales y habituales. En Gestion tenemos una sección específica sobre cómo elaborar un plan de marketing , no obstante, te enumeramos cuáles son los pasos a seguir:
Situación actual: cómo está el restaurante o negocio en estos momentos.Objetivos: aquí debemos tener claro cuál es la meta a conseguir. ¿Llegar a nuevos clientes? ¿Fidelizar a los que ya hay? ¿Introducir una nueva carta?Estrategia: qué estrategia usaremos para alcanzar el objetivo que nos hemos marcado. Por ejemplo, para conseguir nuevos clientes, podemos implantar una estrategia de marketing de contenidos. Para reforzar nuestro branding, podemos pensar en marketing social y para fidelizar, una estrategia de email marketing. Acciones: ahora que tienes una estrategia, tienes que definir acciones puntuales: abrir un blog, colaborar con una determinada ONG, crear un autoresponder…Medir: siempre tienes que controlar los resultados de cada campaña para verificar si las acciones están resultando o no. La elaboración de un plan de marketing gastronómico forma parte de la estrategia de la empresa. Allí se definirán las acciones que se realizarán en función del público objetivo que hayamos definido. Conocer a nuestro buyer persona es el primer paso para poder satisfacer sus necesidades culinarias.
¿Qué estrategias de marketing gastronómico existen? Es habitual el uso de estrategias de marketing tradicional en este sector. La oferta es muy variada y no es sencillo definir acciones que puedan aplicarse como norma general; no obstante, hay ideas «diferentes» que pueden ser muy válidas:
Copywriting: como deja claro Rosa Morel en este artículo de copywriting gastronómico , «la gente no puede saborear los productos a través de la pantalla «. Lo que sí podemos hacer es generar deseo, hambre y confianza a través de las palabras. Un texto persuasivo, acompañados de una imágenes evocadoras, supone una gran diferencia frente a la típica web escaparate.Redes sociales : el marketing gastronómico no puede dejar a un lado esta tendencia. La presencia en redes sociales es imprescindible y es el primer paso que se suele dar, pero no sirve cualquier cosa. Si quieres saber más lee nuestro artículo sobre cómo vender en redes sociales .Eatertainment : consiste en agrupar la experiencia culinaria con entretenimiento. Cenas con baile, cine y comida, la posibilidades son tan amplias como la oferta de entretenimiento.Opiniones : nos hemos acostumbrado a bucear en Internet en busca de opiniones de otros que hayan consumido el producto antes. Nos fiamos de su opinión imparcial al ser consumidores de «a pie de calle» como nosotros. Cuidar las respuestas a esas opiniones, sobre todo a las negativas, es tarea de una buen estrategia de marketing gastronómico.Marca : una buena estrategia de branding siempre es importante. Tener una marca conocida que se asocie a unos valores es tarea del marketing gastronómico.SEO y SEM : en la industria gastronómica cobra especial importancia la estrategia de posicionamiento SEO a nivel local. Para un negocio físico, la proximidad geográfica de los clientes es la única opción publicitaria viable. Si tu restaurante está en una ciudad, tu público objetivo sólo será el que viva en ella o el que esté de forma temporal.Email marketing : es una estrategia de marketing gastronómico digital que trata de conservar la relación con el cliente a través del envío de emails . Es una oportunidad para informar de cambios en la carta, jornadas gastronómicas o hacer llegar ofertas puntuales.Segmentación : Lo has podido leer en nuestro artículo sobre segmentación de mercado , debemos subdividir a nuestros clientes por patrones comunes.Hiperespecialización : vivimos en el mundo «long tail», cubrir una necesidad muy específica puede ser muy rentable. Atento al ejemplo que veremos de los cereales. Como sabemos que hay mucho enamorado del formato vídeo, os dejamos un ejemplo de cómo un restaurante puede aplicar una estrategia en redes sociales. https://www.youtube.com/watch?v=WfrKEo9r8wk
Ejemplos de marketing gastronómico Hiperespecialización. Cereal Lovers Cuando hablamos de enfocarse en algo muy concreto los chicos de Cereal Lovers son el ejemplo. En su bar sólo venden cereales de desayuno y no parece irles mal. Además, una estrategia adecuada en redes sociales que se dirige a su cliente ideal es la combinación perfecta. https://www.youtube.com/watch?v=tJNWdmd25-A
David Muñoz, DiverXo En este vídeo vemos una acción de marketing gastronómico innovador del restaurante DiverXo, que utiliza un genial corto para transmitir la imagen y valores de su oferta culinaria. https://www.youtube.com/watch?v=lSzI_7lZ0Pc
Ugi´s pizza Para terminar queremos presentaros un caso que demuestra que no hay una estrategia de marketing gastronómico definitiva. La agresiva estrategia de esta pizzería argentina te va a sorprender. No presumen de limpieza, ni de calidad, al contrario. Su fuerte es el precio y lo saben. Además, en redes sociales, la gestión de las críticas tampoco te pasará desapercibida.
¿Crees que es importante tener una buena estrategia de marketing gastronómico? El caso de esta pizzería es peculiar y controvertido, pero ellos sí tienen una estrategia clara. ¿Conoces algún caso similar? ¿Piensas que el sector debe tener en cuenta el marketing tanto como la calidad del producto? ¡Déjanos un comentario!