I see invitations being sent out to food writers, bloggers and influencers to check out new restaurants. It seems like a good way to introduce a venture to the market. The thing though is, I’ve been getting invitations to the same restaurant from various people/ social media groups. Clearly, the restaurant owners have assigned them to do this, whether for a fee or not I am not certain. So, a succession of ‘tables’ it is.
Hosting tables for media seems to be a popular way to market restaurants, particularly in the early days. But there is such a thing as overkill. When I see back-to-back social media posts by foodies or bloggers about how fantastic this restaurant they were invited to is, and they put up dozens of photographs, the publicity becomes too much in the face.
I’m inclined to think those who see such posts are unlikely to be tempted to go and check out the place. I certainly wouldn’t, wondering about the flurry of people gushing about a place on Facebook or Instagram. The message becomes repetitive and, in the process, loses veracity and credibility. At most, the new restaurant will enjoy space in social media for a time with some ‘likes’. Are they going to be converted into customers walking into the new place? I don’t think so. This is also because all the posts about the new restaurant are viewed by the same circle. Unless, of course, the bloggers invited to the tables enjoy considerable influence outside their network.
Which makes the entire exercise self-defeating for the restaurateur, an investment in time, effort and money – possibly also paid to the person tasked with inviting media – which doesn’t deliver good enough returns.
I’m not saying you shouldn’t be inviting influencers to experience your restaurant. The strategy has its benefits. But it’s an effort that must be undertaken judiciously and must not be overdone. It’s best when the restaurateurs themselves or with the support of their PR teams reach out to media they want to showcase their place to. In my experience, tasking others who flaunt their media contact may not be the way to go.
