2020 has been a difficult year for most sectors. It has also been a hectic period with many changes, especially in the hospitality sector. The coronavirus crisis has changed society, and businesses are adapting to the new needs of these consumers.

2021 will represent a slow recovery interval. Before everything returns to normal, that right will have to be earned. The hospitality sector knows that it cannot face this year in the same way as it entered 2020. The rules of the game and the model have changed.

R Creativea digital marketing company based in Atlanta, Georgia, USA, and heir to the renowned Rystedt Creative agency, has set the table for the five most important aspects of the future. marketing in the networks over the coming months.

1.- Digitalisation of all communication channels

Every restaurant is different. We cannot compare the large operations of the leaders in the fast-food segment such as McDonald's o Domino's Pizza with the small family-run café in our neighbourhood.

For medium-sized restaurants, those running a very successful venue or several modest establishments, the most recommended methods of digitisation are the chatbots or virtual assistants and the creation of an AI-augmented brand image.

The roadmap is clear, all businesses are moving towards greater virtualisation of the services they offer. Of course, these emerging needs have to be addressed after making sure that the basic restaurant interfaces (web and app mobile) work well and have a high usability.

2.- Personalised interactions

As the digital transformation of restaurants progresses, a certain identity is gradually being lost. It is necessary to find ways to regain that brand image even when purely digital communication channels are used.

To this end, it is necessary to agree on a same approach in all channels of communication with the customer. This creates a certain familiarity with the brand's distinctive elements and helps to provide a more personal service via digital. It is important to keep in tone even when it is a bot that is in charge of serving people.

3.- Optimisation for mobile devices

The coronavirus crisis has predictably led to an increase in mobile device usage time. In the US, the average time an adult spends in front of a mobile phone screen is over four hours a day. In Spain it is not much different. And the same is true in other Latin American countries.

For this reason, ensure that the communication interface with the client is properly optimised for mobile operating systems (iOS, Android and Harmony OS) is of crucial importance. Minor inefficiencies in this area can result in serious losses of digital turnover.

Poor optimisation is not only problematic for the potential consumer, but is also penalised by search engines, damaging the SEO of our digital marketing efforts.

4.- Multi-platform ecommerce opportunities

Facebook, Google, Instagram, Pinterest, YouTube... A large number of social networking sites and search repositories are implementing domestic markets through its portals.

By offering the user a tempting button to buy, these sites are experiencing an economic resurgence like never before thanks to the sales they generate. Any publication can easily become a sales funnel for a restaurant.. What's more, this business alternative is affordable for establishments of any size.

Particularly interesting is the integration with geolocation-enabled navigation products, such as Google Maps. From 2019, this app offers the possibility for restaurants to promote their premises to drivers passing nearby.

There are a thousand and one ways to capitalise on this trend. Moreover, it is foreseeable that more and more social networks will join this productive trend. Some that could integrate these internal markets in the future could include Snapchat, TikTok, WhatsApp and the like.

5.- Changes and evolution of social networks

Facebook was the social network of choice for young people in 2010. Ten years later it is considered the digital meeting place for our parents and grandparents.

You have to be observant when deciding which platform is best suited to your restaurant depending on the target audience of your business. Not all social networks are the same, nor do they remain unchanged over time..

It is therefore mandatory to monitor the different candidate websites to get the most out of these portals. This is especially important now as in 2020 the contraction in the number of Facebook users (a business provider for many restaurants) is more palpable.

The time to reorganise your digital sales strategies is now. Zapiplay becomes your unlimited marketing and design team.