Pinterest has taken the social media space by storm. Pinterest is a photo-sharing website that allows users to like or “pin” photos that interest them. What started as an online bulletin board to share pictures

of favorite clothes, decorating ideas, vacations spots, and other interests, has taken off. The success of Pinterest is also a great resource for marketers.
 

An article in Nation’s Restaurant News (see “How Restaurants Can Succeed with Pinterest”, 2/27/12) explored how some restaurants are using Pinterest. The boards that people have created on Pinterest often have shots of restaurants, menus, food items and recipes. Consumers can also search for a restaurant to see what has been posted about it.

 
But some restaurants are using Pinterest as a marketing tool by posting their own content.

Why Restaurants Use Pinterest

Since Pinterest is a visual medium, photographs of your food may be a very effective way to market your restaurant. Content for a restaurant to consider posting might include the menu, daily specials or pictures of their food. But some restaurants are going beyond that and pinning content about other things they think their customers will like.

 
As an example, some restaurants with a healthy living positioning post information about farmers’ markets and seasonal produce, ideas for vegetable gardens and what to plant now, or information about local farms, craft breweries or local artists and artisans.

 
Pinterest can also provide marketers with insights into their customers. One thing to look for on Pinterest boards is the other restaurants and food items customers have pinned to help you learn what other restaurants and food items your customers like.

 
The types of images they post also provide insight into customer lifestyles and activities. This information can be useful in developing other types of communication with your customers. It may suggest website content or posts for Facebook and other social media sites. The content could also help in developing advertising by incorporating the types of images they pin.

 
Not sure what customers are posting on Pinterest? Go there now. Try searching on “drive-ins, diners and dives”, or “Taco Bell”, or “pizza”, or “barbeque” or “Chinese steamed buns”, or any other topic related to your restaurant or food. You’ll see what has captured your customers’ attention, and why, and how they are sharing it.

How to Get Started with Pinterest

 
If you’re interested in using Pinterest for your restaurant, here are some tips to get you started.

• Recipe-posting is popular. Pin some of yours.
• Add videos to show your staff or some behind-the-scenes activities. Add a chef demonstration or cooking class.
• Pin photos from your website. When you pin an image, the URL of the originating website will post automatically. A click on this type of pin will open your website in a new window.
• Add fresh content regularly to give your followers a reason to come back.
• Make it easy to follow your restaurant by installing the “Pin It” button on your restaurant website, menus or in-store signage.
• Repin relevant photos from other websites that you think will interest your customers and increase engagement with your restaurant.
• Have conversations with your followers. Reply to comments, and thank followers for repinning and liking your content.

Pinterest is not the place for a sales pitch or marketing materials. It is a great way for you to connect with your customers and and learn more about your customers. It takes time but we think it is well worthwhile.

Debbie Lesnick, Senior Vice President & Head of Research of MMR Strategy Group

Debbie Lesnick,
Senior Vice President & Head of Research,
MMR Strategy Group