Whether your restaurant is located in the middle of a tourist area or it’s a little out-of-towner with a reputation for great food, tourists can make up a significant portion of diners. The question is are you doing all you can to appeal to them?
While your favourite neighbourhood regulars will always remain the backbone, taking opportunities to entice tourists looking for somewhere to eat is a great opportunity to boost covers. With that in mind, we look at how you can make your restaurant a place where visitors from all over the world want to experience.
Quick links
- Make SEO work for you
- Stay on top of reviews
- Offer your menu in an international language
- Offer unique Experiences
- Think like a tourist
- Make your location a check-in hotspot online
- Embrace local cuisine
- Lean into staff who speak more than one language
- Display your menu outside
- Reach out to nearby hotels
- Make the most of your social media reach
- Get on OpenTable
Make SEO work for you
Your online presence is often a tourist’s first impression of your restaurant. Therefore, optimising your website for search engines (SEO) increases your chances of being discoverable when potential guests search for dining options in your area.
Start by identifying keywords that tourists might use when searching for restaurants like yours. These could include your cuisine type, location and unique selling points. Incorporate these keywords naturally into your website content, including your homepage, about page and menu descriptions.
Don’t forget to optimise your website for local search by claiming and updating your Google Business profile. It will help your restaurant appear in local search results and on Google Maps, making it easier for tourists to find you when they’re looking for a bite to eat nearby.
Remember that SEO is an ongoing process. Regularly update your website with fresh content, such as blog posts about local ingredients or upcoming events, to keep your site relevant and improve search rankings.
Stay on top of reviews
Online reviews can make or break your restaurant’s reputation. Platforms like Yelp, TripAdvisor, Google Reviews and OpenTable are often the first stop for tourists researching where to eat.
Make it a priority to monitor and respond to reviews on a regular basis. Thank guests for positive feedback but also address any negative comments quickly and professionally. Doing so shows potential visitors that you value their feedback and are committed to providing a great experience. How you handle criticism can be just as important as the praise you receive. A thoughtful response to a negative review can often turn a dissatisfied guest into a loyal advocate.
Encourage satisfied guests to leave reviews by providing gentle reminders. This could be on receipts or by sending a follow-up email if you have their details. Consider using a review management system to streamline this process so no review slips through the cracks.
Offer your menu in an international language
Make your restaurant more accessible to international food tourists by offering the menu in multiple languages. Start with common languages spoken by tourists in your area, or languages that align with your cuisine.
It’s a simple step but one that can make a big difference in making international guests feel welcome and comfortable. It also reduces the likelihood of ordering mishaps due to language barriers. Consider using a professional translation service for accuracy, especially for complex dish descriptions. You could also create QR codes that link to digital versions of your translated menus, making it easy to update and expand your language offerings.
Offer unique Experiences
Tap into the growing trend of experiential dining by offering unique, bookable Experiences through OpenTable. This could include chef’s table dinners, cooking classes or themed tasting menus.
These special offerings give food tourists another reason to choose your restaurant over others. They also provide an opportunity to showcase your chef’s expertise and your restaurant’s unique personality.
Remember to promote these experiences across your marketing channels to maximise visibility and bookings.
- More information: Find out when is the best time to set up an Experience
Think like a tourist
Put yourself in the shoes of a tourist visiting your city. What would you want to know about a restaurant? What kind of experience would excite you?
It might be worth creating a “visitor’s guide” section on your website with information about things like:
- Nearby attractions
- Public transportation options
- Parking
- Any specific details relevant to the area
Not only does this help tourists, but it also signals to search engines that your site is a valuable resource for visitors. There’s plenty of value in taking this approach, as it can help your website climb up the SEO rankings.
Think about the full dining experience, from the moment a tourist discovers your restaurant online to when they leave a review after their visit. Are there any pain points you can smooth out? Any extra touches you can add to make their experience memorable?
You might also consider partnering with local tour operators or food tour companies. This can be a great way to get your restaurant included in curated food experiences for tourists.
Make your location a check-in hotspot online
Encourage guests to check in at your restaurant on social media platforms. It’s a smart way of showing others that people are dining at your restaurant, with guests’ friends and followers seeing where they dine.
You’re enhancing visibility as well as tapping into the FOMO (fear of missing out) factor that can drive food tourism.
Some other helpful moves may include:
- Creating an Instagram-worthy backdrop or signature dish that begs to be photographed and shared.
- Consider offering a small incentive, like a complimentary dessert, for guests who check-in or share a photo of their meal.
Make sure your restaurant’s geotag is also set up correctly on platforms like Instagram and Facebook to make it easy for guests to tag their location.
Embrace local cuisine
Tourists are often looking for authentic, local dining experiences. If you’re not already showcasing local specialities, consider incorporating some regional dishes or ingredients into your menu. Highlight the area of your ingredients, especially if you source from local farms or producers.
Going down this route appeals to food tourists and also supports your local community. Think about creating a “local specialities” section on your menu to make it easy for tourists to identify and try regional dishes.
Lean into staff who speak more than one language
If you have staff members who speak multiple languages, make use of their talents. It can be a huge comfort for international guests to be served in their native language.
Perhaps note on your website or menu that you have multilingual staff. You could even create name tags for staff that indicate which languages they speak.
Encourage these team members to engage with guests in their preferred language when appropriate. Taking such a personal touch can lead to a more memorable dining experience and positive reviews.
Display your menu outside
Make it easy for passing tourists to decide to dine with you by displaying your menu outside your restaurant. If diners don’t speak the language, they may feel uncomfortable coming inside and asking questions. But having the menu outside means they can browse your offerings and prices before committing to come inside.
The outdoor menu should be well-lit and easy to read. You may want to include photos of signature dishes for a better visual experience. And don’t forget to update your outdoor menu regularly to reflect any changes in your offerings or prices.
Reach out to nearby hotels
Build relationships with concierges and staff at nearby hotels. They often field questions from tourists about where to eat and can be allies in driving traffic to your restaurant.
Offer discounts
Offer a special discount or perk for hotel guests to encourage referrals. You could also host a tasting event for hotel staff so they can experience your food firsthand and speak about it knowledgeably to guests.
Give them menus or brochures
Leave brochures or menu cards at hotel reception desks for easy reference. Make sure these materials are visually appealing and include key information like your location, cuisine type and any unique selling points.
Keep hotel staff in the know
Remember to keep hotel staff updated about any special events or seasonal menus you’re offering. The more information they have, the better they can sell your restaurant to curious tourists.
Make the most of your social media reach
Using social media can help you reach tourists before and during their visit. Use platforms like Instagram, Facebook and TikTok to showcase your dishes. Or you could even share behind-the-scenes glimpses of your kitchen while highlighting any special events or promotions.
Use relevant hashtags to increase your visibility. These might include location-based tags (#LondonDining, #ManchesterFood), cuisine-specific tags (#ItalianCuisine, #VeganEats), or popular food tourism tags (#FoodTourism).
Consider partnering with local food bloggers or influencers for takeovers or sponsored posts. Their followers are often actively seeking new dining experiences and recommendations.
Don’t forget to engage with your own followers by responding to comments and messages promptly. These interactions show that it’s not one-way traffic and can help build excitement and anticipation for tourists planning to visit your restaurant.
Get on OpenTable
Joining OpenTable can significantly increase your visibility to food tourists. We have a presence in more than 80 countries, with 31 million diners booking through us each month—the largest diner network. So there’s every chance diners from abroad use us when looking for somewhere to eat.
Being on OpenTable allows you to showcase the best of your spot, from the menu and photos to accumulating guest reviews in one convenient place. It also provides an easy way for international guests to make reservations, even if there’s a language barrier. Plus, OpenTable’s Boost Campaign means you can put your restaurant in front of food tourists who might not have found you otherwise. It’s helpful for reaching a wider audience and filling those empty tables.
Summary: Food tourists
Implementing these strategies means you can position your restaurant as a must-visit destination for food tourists. The goal is to think from the perspective of a visitor and make every touchpoint of their experience seamless and memorable. With some creativity and effort, you can tap into the lucrative food tourism market and watch your business thrive.
