Last day 19 October I had the pleasure of participating as a speaker at the round table held at the fair Fruit attraction in IFEMA, in Initiator Madrid the first theme under the title "Entrepreneurship in food and catering" next to the cook Rodrigo De La Calle, to the President of Young restaurateurs for Europe Ramón Barbería God and moderated by gastrobotany Cristina Soriano .
The roundtable was very interesting and interactive, We analyze and reflect for almost two hours on different personal experiences and keys to undertake in the current restoration.
Before entering the part of questions and answers, each board member individually could develop a theme. My paper was based on Social Media Restauranting, launching a clear message to all future entrepreneurs : The traditional restaurant model has changed. For this I did an analysis of the past situation, current and future, I happened to mention to if not could you attend this event.
Where we come from? : Traditional model
The restaurant industry, until the year 2006, It comes from a model I call Traditional model it has many particularities, but highlighted three main :
1ª The relationship between the restaurant and customers is limited and attendance in the time, begins and ends with the client's stay in the restaurant to eat, dine, etc.
2ª The reasons why customers go to the restaurant are basically two, Restaurants reasons, satiate the need to eat and / or enjoy good food, and social reasons, share a table with other people, friends, couple, coworkers, etc.
3º The restaurant is the almost sole issuer of content that generates, that is to say, The restaurant is the restaurant speaking in different channels, web, press, etc.
Where we are? : Current model
From the year 2006 with the birth of social networks and the internet consolidation as an information channel, people begin to relate differently, moving later this relationship also companies.
It is from then that he began what I call the CURRENT MODEL, which it is where we are at this time and is characterized by significant changes in the above characteristics:
1ª The relationship between restaurants and customers is no longer exclusively face, but can be on-line or online and also continuous in time, the client can establish a relationship with the restaurant not only with their visit, but before and after this thanks mainly to social networks.
2ª The reasons why customers will expand the restaurant, and are not only gastronomic and social, restaurants are moving a number of values through the Internet and social networks that set it apart from others who do not and they become reasons to attract and retain customers, type values differentiation, brand, credibility, transparency, communication, economic values, etc.
3º The restaurant is no longer the sole issuer of the content, even controls, is the user or client who speaks Restaurant making it a relevant content and high credibility, which directly influences the decisions of other users and their community of followers.
Where are we going? : Future model
I do not want to stay in an analysis of the current situation, I want to go further and make my proposal on the FUTURE MODEL awaits us.
In my opinion it is based on two fundamental aspects model:
1º In integration of the traditional model and the current model, that is to say, the integration of the off-line with on-line, the integration of the classroom with no face in an environment of normalcy.
2º The integration is maximum to ensure the best customer experience throughout the process, not only in the culinary part.
The experience begins in many cases online, customers look on websites and social networks the information they need about the different restaurants, the customer can experience it as it sees, there are customers who are involved and decide to go to restaurants Facebook oa twitter, there are others who watch videos Youtube O Vimeo , there are others who seek opinions or recommendations leisure agencies, but ultimately the customer is already beginning to live their experience online.
A percentage of these customers decide to go to restaurants and start the experience off-line, the traditional, authentic dining experience, the experience of the textures, the experience of smells, the experience of flavors, etc. But the experience does not end here.
There is a part of these customers, I call SuperClientes, who they decide to live your online experience translating it as a comment, review, recommendation, twit, post, etc and sharing it with other users and / or your community of followers.
How can we identify SuperClientes?
They have two fondamental characteristics :
1.- They are extremely knowledgeable about your restaurant, most experts, have lived all on-line and off-line experience a very active form, They have seen pictures, videos, know reviews from other customers, They know that dish is most recommended, They have been in the restaurant enjoying their dining experience and have shared with other users or customers through social networks.
2.- The second feature is what makes them particularly important, and is that They have the ability to influence others, that is to say, through their comments or opinions they are able to influence the decision of other users or customers who choose your restaurant over others. Your message has high credibility. It is a cycle that feeds back and start again with other users captured by these SuperClientes thus beginning their experience.
Finally I leave a small sample of some twits who have come to me related to Inicador Madrid: