By Dani Danuphon Tantiphayak, Di Song and Frederick DeMicco, Dr. Food Tech
Pinterest is a type of social media platform where users can share and organize the images, which they are interested in, or that are inspiring. Hotel and restaurant business can take advantage of this development.
In the hotel or restaurant industry, it is important for customers to know what the hotel or restaurant is currently doing. Pinterest can be one of the most powerful marketing tools in the current online market. In terms of restaurants, Pinterest can be a small online index/ menu for customers to see the origin of the meat/wine, new item on the menu, the current menu, or chef’s blog so customer know who is cooking their food and what is the background of this person, daily menu, and, most important of all, items of promotion. Furthermore, hotels can use Pinterest as a way to increase property online packages, events marketing and holiday discounts.
Platforms such as Pinterest can be used for marketing proposes and also for operational proposes. Hotels and restaurants can use Pinterest on F&B standards of service, restaurant technology (current and up coming), a type of communication between employees, management and owners, and to reward employees for their great performance on their Pinterest pages. In addition, Pinterest can also be used as a small calendar/reminder for employees about the upcoming events and their weekly/monthly working schedule.
After all, Pinterest is the tool for hotels and restaurants to increase communication between them and their customers. Good communication on Pinterest will increase customer loyalty toward their brand, encourage customer feedback to improve service, and change potential customers into actual customers.
Michael E. Porter once said, “The essence of strategy is choosing what not to do.” It is very important for the management to understand the new ways to communicate with customers through social media, but if they are not active using those tools then it is best not to use it at all. Being inactive in social media will bring more harm than benefits to the hotel/restaurant online reputation. Overall, Pinterest is just about everything the new generation needs in terms of innovative talent management and customer interaction, and is a great way to analysis customer online trends.