5 Ways to Use Social Proof in Restaurants and Cafes

When we run out of ideas on what to eat or drink and where, we often check well-known review channels. That is one form of marketing called social proof. In this article MONA Media we'll look in more detail at what social proof is, the benefits of applying social proof in business, and 5 highly effective ways to use social proof in restaurant and cafe businesses. If you run an F&B business, especially a restaurant or cafe, don't miss it.

What is social proof (the viral effect)?

Social Proof hay the viral effect is, by professional definition, a psychological phenomenon in which people assume the actions of others are correct.

In a new situation, we tend to watch what others do and follow. Here social proof acts as a catalyst, signaling that the knowledge of that person or group is correct and trustworthy enough to follow.

A typical example: when you travel somewhere, you tend to look at reviews of restaurants and attractions from well-known travel bloggers with many followers, shares and interactions.

Benefits of social proof in business

The viral effect is all around us. It is not a new marketing method, but it has always produced striking results (both bad and good).

Talia Wolf, a conversion optimization expert at Getuplift, has observed:

“Customers always like buying products that make them feel more satisfied and can change them for the better.

By using social proof in the form of reviews, testimonials and trust badges, you help customers make decisions more easily and feel more confident in their choice.”

If you understand human psychology and use social proof wisely in your restaurant business, or cafe, you will see encouraging results.

• Build customer trust: For new brands that few people know online in particular, social proof is a major factor (up to 80%) in deciding behavior when buying their products or using their services.
• Create a bandwagon effect: A cafe that draws hundreds of customers a day, with many check-ins and reviews, will be chosen over cafes with no customer check-in photos, only photos posted by the cafe itself.
• Authority effect: We tend to trust the reviews and endorsements of a third party, an influencer with broader knowledge, over the supplier introducing its own product or service. That is why respected and credible reviewers are trusted more and more.

≫ See also: Restaurant web design professional, modern

5 ways to use social proof in restaurant and cafe businesses

Going viral can be a sharp weapon for restaurant and café owners to attract customers quickly. But not every business knows how to apply Social Proof to get the most out of it.

Below are 5 applications of Social Proof that are widely used in restaurants and cafés and have shown positive results. Feel free to use them as a reference.

From celebrities

Celebrities (KOL Marketing or influencers) usually draw strong attention from the community. They are public figures with a large fan base and a personal brand that many people recognize.

When they check in at a place, people who follow them, especially fans of that KOL, tend to look it up, visit and try it.

For example, Ninh Tito, a well-known food blogger, has a review channel called 24H LIVING LIKE A SAIGONESE. In the video he visits many eateries such as Điểm Tâm 259 (District 5) and District Eight (District 1). This video alone drew more than 70,000 views, which shows how many people are interested in Saigon eateries within a single day.

From customer experiences

It is not only KOLs who have a voice and can build credibility for your restaurant or café. With the popularity of social media channel as we see today, ordinary consumers can also start a new food trend.

See also: How to collect customer feedback

The viral effect here works like this: when many other people (but not you) are eating or drinking at a place, you get curious. "Why is it so busy? The food must be good. It looks nice too, and people sit there every day, so it must be fine. Let's try it!" Another common reason is the fear of missing out in a crowd. This also drives consumer behavior.

That is why, when a restaurant or café is busy, managers often take photos and post them. The main purpose is to use this crowd psychology to build credibility and attract customers.

From respected experts in the industry

Experts are people with credibility in their field. People trust them for their expertise, skills and reputation. When experts share a positive view of a restaurant or café, those who read it tend to trust it more.

In many cases, a famous chef who simply takes a photo, reviews or praises a restaurant can influence its fate.

A typical example is celebrity chef Gordon Ramsay. He chose Old Hanoi restaurant as a representative culinary address in Hanoi and filmed the reality TV show "Gordon's Great Escape". The show aired on BBC and was popular with many American viewers who were curious about Vietnamese cuisine. Afterwards, the BBC channel (UK) also aired the show.

Through this, Vietnamese cuisine, especially Hanoi cuisine, was promoted widely around the world through two well-known British and American TV channels.

From third parties

As mentioned above, reviews from third parties always raise trust because they do not belong to either side. The more reputable the third party, the more credibility the reviewed business gains.

For example, a restaurant or café with a food safety and hygiene certificate issued by the authorities, a Facebook fanpage with a blue tick, or a restaurant whose chef has earned a Michelin star, and so on.

See also: How to rank a Facebook fanpage at the top

Case Studies

Nothing is more believable than real people and real stories. Attracting customers with real success stories is a very familiar use of Social Proof. By sharing your own journey, you can inspire others and find common ground with them.

For example, the success story of Madame Hương, who built the "steel rose" brand and has spent 20 years with baking; the story of the national specialty brand Phở Lý Quốc Sư; or the story of Trà chanh Bụi Phố, the lemon tea brand that was a hit in northern Vietnam a few years ago.

How to use social proof on a website or landing page

Social Proof is not only used on social channels such as TikTok, YouTube and Facebook. It also works well on websites (landing pages). Below are some key factors that help you use Social Proof on a website successfully.

Types of Social Proof

There are many types of Social Proof today, such as:

• Case studies
• Customer experiences
• Review
• Social media
• Trust badges
• Specific numbers or data.

There are also more creative uses of Social Proof, such as through storytelling storytelling, implication, or the most recent activity.

Social Proof content

To keep making an impression and attracting customers, you need to refresh your Social Proof content regularly.

• Keep looking for social evidence to show the latest proof.
• Research and study your customers regularly to understand them better customer profile.
• Look at testimonials that address objections, useful testimonials, and core message of yours, and so on.

Social Proof can be placed anywhere you like, at the top, middle or bottom of the landing page. Where you place it depends on the logic of the message and on keeping the design and visibility good.

That wraps up a few points on the concept of Social Proof and 5 uses of Social Proof for running a restaurant or café effectively. In addition, Mona Media also shares 3 ways to get more from Social Proof on restaurant website, cafés. We hope this article helps your restaurant and café marketing.