Sep 30, 2017

Let’s do some Philadelphia Restaurant Math!

What good would one more customer do for your revenue? What about 252? Let's find out.

A single-location restaurant like yours averages 2,100 unique website views each month nationwide,* but in a city like Philadelphia, it’s likely double or triple that number.

Let’s pause there – at least 2,100+ people searched Google and found your restaurant website when looking for a place to eat in Philadelphia. Not Facebook or Twitter. Not Instagram. They went straight to your website, which is your digital front door. It’s also usually the first result in a branded search for your spot.

Did all 2,100 or more come in to your restaurant? No? Do you know? Why was that?

Could it that the first impression you made at this digital front door was a proverbial broken window, or no sign or some other structural problem? Did they turn away because you offered them a terrible mobile experience?

Research shows a resounding yes. Research also you not only poisoned that person’s initial opinion of you, but you’ve also poisoned that person’s friend’s opinion about you. Think I’m kidding? Just read your Yelp! reviews to find out how fickle people are… as if you need to be reminded of how fickle people are. And those are just the ones you hear from, but I digress.

Research also shows the opposite is true, too — users recommend businesses based on their website. So let’s imagine what you are missing and learn the value of a good mobile-responsive website for your Philadelphia restaurant.

Did you know?

Did you know that over 33% of local searches are from non-locals? They don’t know the difference between Craig LeBan or Simon LeBon. They’re just hungry and looking for something to eat.

Did you also know that Philadelphia set a record for the most tourists last year, inhaling a whopping 40 million people? They’re wandering about Center City, or Old City, strolling down South Street or venturing into South Philly after a game or concert. They’re not reading local magazine restaurant reviews, even if the magazine is free.
I make these two points to let you know this is possible.

Restaurant Math.

CNN Money’s inflation-adjusted amount for the average Philadelphia restaurant bill in Philadelphia is $39.44 per person. What if you converted just one percent more of those those 2,100+ monthly visitors that were actually interested in your website, saw what they saw, and then bounced.

You missed 21 new people, monthly, totaling $828 additional revenue each month. That’s $1,656 for two months, $2,484 for three months….

But let’s stay conservative. Capturing that one percent could mean and additional $9938 annually. Again — these hungry diners are already visiting to your website. It’s no stretch to imagine this is possible.

Remember, these are conservative numbers. Not bad, right? What about 10 percent more? It certainly justifies the cost to make a great restaurant website.

So it’s Clear What you need to do, right?

Anecdotally speaking, you know good websites draw more business. You know this through how you live and work with other websites in your life. You’re not Facebook, or Amazon, but people do expect some competency in the websites they visit each day.

philadelphia-restaurant-website-designThis month, at least another 2,000 people will look at your website. Is what they see going to put more people in your seats?

Even if you are doing well, you could be doing more well with an overhaul.
So, what is the value of one more customer. What is the value of 200 more? You have them now, but you don’t. Let’s get them for good.

Also, We Don’t Have To Do Everything Now

So many restaurants want to go from static website to selling orders online right away. We can do that.

But the way we make websites allows for you to build your business back up on phases. Maybe for the first couple of months after a redesign we just focus on how you use the site for marketing purposes. You can learn how to blog and learn how to leverage your website with social media. Gain a new following.

When you get comfortable working with it, maybe then we take the step to ecommerce and building online ordering.

You’re the client, right?

*A unique view is a unique IP address. So, technically one person can look at your website at two different IP addresses, lets say at work on their desktop and on the street on their mobile phone. That counts as two unique views even though it was just one person. In my experience, this makes up somewhere between 5-10% of that 2000 monthly view total. Also, I’ve had clients with to 25,000 unique views ( visitors ) a month. You probably have more than 2,100 unique visitors a month, too, so run the percentages on THAT.