Why 'Word Of Mouth' is the Best Marketing Tool for Restaurants
Why 'Word Of Mouth' is the Best Marketing Tool for Restaurants

What is the biggest marketing tool for a restaurant? Definitely not the IoTs and the digital marketing strategies and ads but the power of word of mouth. As pity as it may sound, word-of-mouth marketing has the ability to surpass all the heavy jargons that the new age marketers may use to promote a restaurant business. Technically, word-of-mouth is the oldest and the most effective form of restaurant marketing that we can think of.  

The fastest and most effective marketing technique is one where one investment (one customer) can yield more outputs (more customers). According to a report, 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family.  It’s estimated that 1,000 pleased customers could generate 500,000 additional customers in a restaurant.

Let’s talk maths. Building brand loyalty assures you that it will increase your customer retention rate. According to the National law review, Cost of acquiring a new customer = five (Cost of retaining a customer). And Bain & Co estimate that a five percent increase in customer retention can boost a company’s profitability by 75 percent. The most important aspect of this is that positive word of mouth marketing will land you new customers. 

The traditional four Ps of marketing do not work for word of mouth marketing for restaurants, and getting people talking about your restaurant is not as easy as it seems. However, smart restaurants know how to make people talk about their restaurant and leverage it as a potential restaurant marketing strategy. 

Taking cues from Swarna Daga, founder of Social Neeti who has helped many restaurant brands to get the much-needed traction, she suggests following three E's of word of mouth marketing - Engage, Equip, Empower. 

Engage

Give your fans the gift of you. Engage with them. Listen to what they are telling you. Be part of the conversation about your brand. Be a presence in your fans’ lives. In simple terms, let your customer base know that their opinions matter, get to know what they are looking for from your restaurant and menu, and make the conversation a two-way street.

Equip

Give them reasons to talk. It can be amazing products, great service, insider knowledge, social elevation, incredible stories, unbelievable facts or even funny disclosures. Equipping customers with reasons to start talking should be the core mission of your restaurant.

Empower

Give consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. In order to conjure up the best word of mouth marketing for your restaurant, you’ll need to provide them with different avenues to share their opinions. 

Focus on relentless customer and product

For any food brand, relentless customer focus is a tenet they cannot do without. The founder of Zomos, Shouvik Dhar informed that they have processes in place that enable them to listen to the customers better to serve them better. “This helps us prioritize what offerings to come up with, enhance the ones that see similar complaints and remove ones that our customers don't like. Over time, this proves to be the most powerful tool to increase word of mouth,” he added. 

In a food business, every order is a moment of truth. Very few things run on autopilot. Having a back-end process to ensure that the same quality products are enjoyed by customers across geographies is very essential. Dhar was happy to inform that his team has cracked this code to have the right mix of automation and stringent process to ensure that the products are of the same superior quality every day across every location.

Positive word of mouth is the after-effect sales emotion

Gaining positive word of mouth is the goal for every restaurant business which means the restaurants should deliver what they promise and never under-deliver and over-promise to meet the satisfactory level. “Our first few important techniques to gain a positive piece of mouth is identifying our top customers and creating a unique experience for them by creating a unique product after detailed market research. Next, we move to create an exceptional customer experience by connecting to the needs of the customer by training and grooming our staff,” Azra Golam, DoSM of Aminia commented.

Golam further shared that one should take every review/feedback in account and work on the negative review to understand the loophole to make our customers feel that their opinion matters and it is also an important way to boost business since more than 52 percent of the customers order after going through the reviews.

Provide avenues for word of mouth marketing

Give customers different reasons to offer feedback. Have competitions where customers can suggest a new dish they’d like the restaurant to serve. Offer customers who give feedback on the restaurant a lucky draw for a meal voucher or another suitable reward. Give them different options in how they give their feedback. Prompt them online to subscribe to a weekly email listing any promotions and other news.

When customers are empowered with knowledge and incentives for reviews, they are more likely to participate. In addition, they will be more willing to spread the news about the establishment. If you want to get people to offer you the word of mouth marketing, offer them a reward.

The Nielsen study concluded that only 33 percent of restaurants surveyed are actively seeking feedback. This means that they are not exploiting the potential for word-of-mouth marketing. Management marketing meetings are focused on conventional marketing strategies.

These are important tools. However, they are not the only tools at the restaurant’s disposal. Word of mouth marketing is growing in importance. Restaurants that use it will soon see that it eclipses most other mechanisms. Word of mouth marketing is an organic and long-lasting way to get the brand talking and help more than 2x conversion ratio of customers compared to online marketing strategies.

Garnering customer loyalty is the only way to influence word-of-mouth tendencies. With happy customers and appreciative business owners comes the type of marketing that you can’t pay for. The secrets of word-of-mouth marketing (WOMM) aren’t secrets at all.

 
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Beyond the Kitchen: 5 Essential Qualities Required to Start a Food Business
Beyond the Kitchen: 5 Essential Qualities Required to Start a Food Business
 

The world of food has always been more than just sustenance. I have seen it evolve, adapting to changing times—an unfolding narrative of cultures, ambitions, and human connection. As the landscape of dining transforms, from bustling market stalls to opulent hotel dining rooms and the invisible networks of cloud kitchens, one truth remains: food is never just food. It is an experience, a memory, a moment shared.

Over the years, I have watched those who dare to venture into this space begin with a singular focus—the quality of what is placed on the plate. But time has a way of revealing deeper truths. Success is not just about recipes or ingredients; it is woven into something more intangible. It lies in the precision of execution, the warmth of service, the courage to innovate, and the resilience to withstand storms.

Whether in the grand corridors of luxury hotels, the intimate corners of world-class restaurants, or the unseen yet powerful networks of cloud kitchens, I have come to recognize that the true architects of food businesses build on these unseen foundations. Here are five essential qualities that, time and again, I have seen shape the most remarkable food ventures—stories from India and across the globe.

It’s about Detailing

Excellence in the food business is often found in the details. From the crispness of a linen napkin to the precise plating of a dish, every tiny element contributes to the guest experience. A lack of attention to detail can mean the difference between a memorable meal and an average one. In high-end restaurants and hospitality chains, precision is not just preferred—it’s a non-negotiable standard.

Attention to detail in food businesses isn’t about perfection for the sake of perfection; it’s about making every customer feel valued. It signals a deep respect for the craft, a commitment to quality, and an unyielding desire to offer nothing but the best. When a restaurant or cloud kitchen masters the small things, it builds an invisible thread of trust with its patrons—one that turns a single visit into a lifelong relationship.

Service at the Top

The food industry, at its core, is a service-driven business. The intent to serve must go beyond transactions—it should be about making people feel welcomed, comforted, and cared for. The best food businesses don’t just focus on feeding people; they focus on nurturing them.

Eleven Madison Park, one of the most celebrated restaurants in the world, has redefined hospitality through a philosophy of deep personalization and generosity. Under the leadership of Chef Daniel Humm, the restaurant doesn’t just provide a fine dining experience—it creates moments that leave an indelible mark on guests. The team at Eleven Madison Park goes to great lengths to make every diner feel special, whether it’s crafting a dish inspired by a guest’s childhood memory or sending them home with a carefully selected parting gift that resonates with their experience.

Experience Drive Success

A food business with a strong intent to serve naturally creates an atmosphere of warmth and loyalty. Whether it’s a Michelin-starred fine dining establishment or a small cloud kitchen, the way customers feel about their experience will define its long-term success.

Innovation doesn’t always mean reinventing the wheel; sometimes, it’s about recognizing opportunities that others overlook. Whether through menu engineering, technology integration, or unique branding, an innovative mindset ensures that a food business stays relevant and competitive. El Bulli proved that the most groundbreaking ideas often come from a willingness to question everything—and that true innovation is about challenging the status quo.

El Bulli, the legendary restaurant led by Chef Ferran Adrià, revolutionized modern gastronomy through relentless innovation. More than just a restaurant, El Bulli became a laboratory of culinary experimentation, redefining what food could be. Adrià and his team closed the restaurant for six months each year to focus solely on research and development, pushing the boundaries of taste, texture, and presentation.

Resilience is Important

Resilience in the food business is about adapting without losing identity. Whether it’s dealing with supply chain disruptions, pandemic-related shutdowns, or shifting culinary trends, a strong food entrepreneur must possess the grit to rebuild, rethink, and reemerge stronger. Rebel Foods proved that resilience is not just about survival—it’s about thriving through reinvention.

Staff is the Backbone

A food business isn’t just about food—it’s about people. Those that make a lasting impact are the ones that integrate themselves into the community they serve. When customers feel a personal connection with a brand, they become lifelong advocates. Building a community connection doesn’t necessarily mean longevity alone; it’s about staying authentic to your mission and ensuring that customers feel like they’re part of something bigger. Whether it’s through local sourcing, sustainability efforts, or cultural storytelling, businesses that prioritize people over profits naturally cultivate deep loyalty.

The Indian Coffee House is not just a restaurant chain; it is a movement. Established in the early 20th century and later turned into a worker-owned cooperative, Indian Coffee House has been a silent witness to India’s changing social, cultural, and political landscape. What sets it apart is not just its affordable food or simple ambiance, but its deep-rooted connection with the community.

Involvement of Senses

A great meal may delight the senses, but a truly remarkable food business transcends the act of dining. It orchestrates moments that move beyond taste—moments that touch the heart, evoke nostalgia, and create bonds that last a lifetime. It is not just about the technical precision of a perfectly seared steak or the symmetry of a plated dessert; it is about the silent artistry of an experience carefully crafted, where every interaction leaves an imprint on the guest’s memory.

The precision of detail ensures excellence, the intent to serve builds warmth, innovation drives progress, resilience keeps the business standing, and community connection fosters belonging. The true masters of this industry understand that food is only the medium—the real magic lies in the stories it tells and the emotions it stirs.

What separates the truly exceptional from the ordinary is not found in a recipe but in a philosophy—a deep-rooted belief that hospitality is not a service, but a calling. A well-run food business does not merely satisfy hunger; it leaves behind an echo, a lasting presence in the hearts of those it serves. So, as you step into the world of food entrepreneurship, ask yourself: Are you creating meals, or are you creating meaning? Because the greatest food businesses do not just feed the body—they nourish the soul, one experience at a time.

 

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How Emotional Intelligence Help Restaurants Create a More Personalised Experience
How Emotional Intelligence Help Restaurants Create a More Personalised Experience
 

In the dynamic world of food and beverage business, especially restaurant business where taste matters the most and the experience lasts longer, the role of emotional intelligence cannot be over ruled. 

Today, restaurants are not just limited to serving a good food and delivering an everlasting experience, it also involves a deeper connection, empathy and an understanding of what they require. And, that’s where Emotional Intelligence enters into the picture by transforming a good service into a wow! Experience.  

What is Emotional Intelligence?

Emotional intelligence refers to the collection and analysis of data on food consumption, preferences, and trends to gain insights into consumer behavior and the food market as a whole.

It encompasses understanding the journey of food from farm to fork, including production methods, supply chain logistics, and sustainability practices. By leveraging technology such as big data analytics and artificial intelligence, Emotional intelligence helps businesses make informed decisions about product development, marketing strategies, and inventory management, ensuring that consumer needs are met efficiently and effectively.

Creating a Personalised Touch

From a warm welcome at the door to the personalised touches throughout dining, every interaction is packed with warmth, attention to details, leaves guest not just feel satisfied but valued in a long run.

“With Emotional intelligence, restaurants can create customized menus based on customer preferences. For instance, by analyzing data from online ordering platforms or loyalty programs, they can identify each customer’s favorite dishes and make menu recommendations tailored to their tastes,” shared Chef Dheeraj Mathur, Cluster Executive Chef, Radisson Blu, Kaushambi, Delhi NCR.

Commenting on the same, Gopichand Cherukuri, Co-Founder, ICB, pointed that, “For centuries food or beverage has always been an emotional need as much as they are functional need. So it's quite important for brands to understand the customer's mood, preferences and what enables them to make certain choices.”

He also mentioned that a recent survey in Bangalore shared that more than 65% of the customers prefer personalization. “We are not just catering to their functional needs, emotional needs are also equally important for them to decide on where to dine, what to consume. So, emotional intelligence plays a vital role, mapped to the data. And the best part is, AI is a great help in this regard. And ICB is working towards this development to delight our customer base,” he further added.

Sharing a similar insight, Aji Nair, CEO, Mirah Hospitality shared, “Prioritising guest preferences is both a science and an art. It is about knowing what the guest wants—even before they do. Restaurants today blend data analysis with a human touch to anticipate preferences. By tracking dining patterns, guest feedback, and emerging food trends, we create menus that resonate with our customers. But beyond data, it’s the art of reading the room—understanding a guest’s body language, mood, or subtle cues—that allows us to personalize their dining experience. The right mix of insights and intuition helps us craft meals that feel both thoughtful and memorable."

Helping Menu Design

Staying ahead of emerging trends, fluctuating consumer needs, and tastes is essential for success. One of the crucial aspects of adapting to this is effective menu planning, which involves creating innovative, appetizing, and visually appealing dishes that cater to a diverse clientele.

“Our commitment to sensory-driven innovation—whether through umami-rich ingredients, natural sweeteners, or immersive tableside finishes - ensures that every dish tells a story and every meal becomes an experience to remember. In a city where food trends evolve rapidly, we stay attuned to local tastes and global influences, creating meaningful connections through food that touches the heart as much as it delights the palate,” pointed Gagandeep Singh Sawhney, Executive Chef & Culinary Centre of Excellence Cuisine Specialist, MEIA Region at Shangri-La Group.

By using the power of real-time analytics, data-driven insights, and artificial intelligence, Emotional intelligence is transforming the way culinary professionals approach menu planning.

"The dining experience extends beyond food—it’s about forging emotional connections. At Hitchki, emotional intelligence is integral to menu development, allowing us to craft offerings that resonate deeply with our guests. By decoding moods, nostalgia triggers, and cultural influences, we design menus that evoke comfort, excitement, and curiosity. Whether it’s curating seasonal specials that spark memories or reinventing flavors to align with evolving preferences, our approach ensures every dish feels both personal and refreshingly innovative,” added Nair.

 

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