The Secret To Succeeding With Social Media Ordering: A Conversation With Tamer Elkhayat, Co-Founder And Managing Director Of Pinza!

In our increasingly digital world, the need for innovative strategies to boost online presence and amplify sales has never been more critical for restaurateurs. Given that, 63% of restaurant customers agree that technology improves their guest experience, according to the US National Restaurant Association, leveraging digital platforms for business growth has become the norm rather than the exception.

In a bid to glean actionable insights into these modern business strategies, Ben Mouflard, co-founder and CEO of ChatFood (Recently acquired by Deliverect), had a heart-to-heart with Tamer Elkhayat, a celebrated entrepreneur, co-founder, and the creative force behind PINZA!, a brand that has carved out a niche for itself in the restaurant industry. Through this insightful conversation, they discussed the role of Social Media Ordering in shaping the current and future landscapes of the restaurant business.

The restaurant sector has witnessed a remarkable digital transformation, mainly due to the COVID-19 pandemic, with online food delivery revenues projected to reach $28.5 billion by 2024, according to Statista. As we navigate this "new normal," entrepreneurs like Tamer are stepping forward to shed light on how they've managed to stay afloat and thrive in this challenging environment.

Social Media Ordering, in particular, has emerged as a potent tool for this industry, changing how customers engage with their favorite food joints and order meals. As an industry leader, Tamer's experience provides valuable insights for others looking to capitalize on this digital shift.

Here's a deep dive into the shared insights, offering valuable lessons on harnessing the power of social media for business growth, staying relevant in an ever-evolving landscape, and leveraging technology to provide unparalleled dining experiences — both offline and online.

PINZA! - Reinventing the Pizza Experience

Founded in December 2015 as a Dubai home-grown concept, PINZA! Founders Tamer and Faisal spent countless hours kneading, baking, and taste-testing flour blends in Rome before landing on the signature PINZA! 30 hour-fermented base.

Source: PINZA!s webpage

With a surge of interest in health-conscious eating and transparency about ingredients used in restaurant dishes, PINZA! has been reshaping the pizza experience in the food industry. Their innovative approach to pizza preparation involves using a distinctive blend of non-GMO flour, which yields a base that is low in gluten, high in protein, and weighs in at fewer than 600 calories, placing them squarely within the current trend of mindful eating. According to the "What's Hot" culinary forecast of the National Restaurant Association, healthful meals, and environmental sustainability are among the top trends in the industry.

But PINZA!'s success extends beyond its groundbreaking gastronomic offerings. The brand's innovative approach to leveraging technology has played a substantial role in the journey. Tamer shared his insights, stating, "The benefit of using a system like Deliverect Social Media Ordering comes down to how the restaurant operator intends to utilize it. The goal should be to leverage the direct channel (…) and invest in content.”

Along with offering superior culinary delights, PINZA! Understood the need for strategic marketing in today's digital world. Per the Sprout Social Index, 89% of consumers will buy from a brand they follow on social media, and 84% will choose that brand over a competitor. Keeping this in mind, the team at PINZA! has smartly woven Social Media Ordering into their growth strategy.

"The difficulty, or ease, of this process is highly dependent on the effort the restaurant puts into understanding their customer demographic and creating content that caters to that demographic," said Tamer. It's this thoughtful blend of quality offerings, and intelligent marketing that has made PINZA! a success story in the world of modern dining. Harnessing the power of Social Media Ordering, PINZA! has managed to tap into the digital consumer market efficiently, fostering brand familiarity and trust. Tamer added, "In this digital age, the more visible and available you are online, the more orders you're likely to receive."

PINZA!’s journey underlines the potential of strategic social media usage in restaurant growth and success in the modern age.

The Potential of Social Media Ordering

In the ever-evolving digital age, tapping into the power of Social Media Ordering has become a critical strategy for restaurants seeking to expand their reach and drive sales. This innovative approach facilitates customers' ability to order their preferred meals straight from their favored social media platforms. As online food delivery apps continue to rise in popularity and the digital consumer base expands, the strategic use of Social Media Ordering offers a unique way for restaurants to connect with more customers and bolster their sales.

Deliverect Social Media Ordering has emerged as a game-changer amid these technological advancements. By enabling your followers on Facebook and Instagram to seamlessly transition into customers, Deliverect brings the ordering process directly to your social media accounts. This approach integrates online orders smoothly, allowing businesses to tap into their social channels' full potential and leverage their marketing tools to foster growth.

It's about finding the proper equilibrium between utilizing third-party platforms and cultivating direct orders.

Deliverect Social Media Ordering introduces innovative features like the 'Order Food' button and in-story stickers, turning every interaction into a potential selling opportunity. These tools allow customers to easily share content and order food without leaving the social platform, creating a user-friendly and seamless experience.

Further enhancing the service, Deliverect also provides powerful marketing tools in collaboration with Meta™. This feature enables businesses to make every like, comment, and share count toward growth. By creating targeted ads using Meta™'s sophisticated business tools, food businesses can reach their customers where they spend most of their time — on social media platforms.

Deliverect Social Media Ordering is revolutionizing how restaurants connect with their customer base, turning casual social media interactions into tangible sales and accelerating business growth.

How PINZA! Uses Social Media to Drive Sales

Authenticity

PINZA! has struck a chord with its audience by remaining authentic in its online interactions. From sharing behind-the-scenes kitchen stories to directly responding to customer queries and feedback, PINZA! maintains a human, approachable presence. This strategy fosters brand loyalty, as customers feel a genuine connection with the brand.

Organic vs. Over-Produced

PINZA! believes in the power of organic, unfiltered content. Rather than overly polished, high-budget production videos, they focus on creating content that reflects their day-to-day operations and delicious food. This approach keeps their audience engaged and interested, as it feels more real and less like a sales pitch.

Food Appeal

No social media strategy for a restaurant is complete without tantalizing food pictures and videos. PINZA! excels in this aspect. They use high-quality images and engaging video content to showcase their unique pizzas, drawing viewers' attention and enticing them to order.

Five Key Take-Aways from Tamer’s Interview

1. The Importance of Branding: Tamer highlights the essential role of branding in reaching out to potential customers. He stresses the need for restaurants to leverage their direct channels and invest in creating engaging content that promotes their brand. This effort becomes particularly important in the face of competition from delivery platforms like Uber Eats or DoorDash, which are conducting their marketing campaigns. Thus, branding helps to differentiate a restaurant and attract customers through familiarity and trust.

2. Understanding Customer Demographics: Tamer emphasizes that the success of a restaurant's social media strategy is largely dependent on the understanding of its customer demographic. Crafting content that resonates with your target audience can enhance customer engagement and drive sales. It's not about creating content for the sake of it but rather about understanding what motivates and triggers your customers to order from you.

3. The Necessity of an Adaptable Social Media Strategy: Tamer says there's no one-size-fits-all approach to social media strategy. The digital landscape constantly evolves, and businesses must adapt their strategy and develop their unique style. What works for one restaurant might not work for another; the key is figuring out what's best for your business and clientele.

4. Building and Maintaining Customer Relationships Online: Tamer argues that nurturing a robust online relationship with customers is essential for brand loyalty. This involves responding to customer feedback, addressing concerns, and maintaining a consistent online presence. He emphasizes that the online customer experience should mirror the hospitality of a physical restaurant, fostering loyalty and leading to word-of-mouth promotion.

5. The Value of Owning Customer Data: Tamer asserts the importance of owning customer data, especially for businesses in the F&B sector. This data allows businesses to understand their customers better and tailor their products and services to their preferences. It's also essential to diversify data sources. This diversification of data sources provides a broader perspective and a more substantial foundation for decision-making.

In wrapping up the success story of PINZA! serves as an inspiring case study for those in the restaurant industry aiming to create a significant digital impact. Harnessing the power of social media ordering, delivering compelling online branding, and leveraging all-in-one growth solutions like Deliverect have undeniably been instrumental in their growth. Tamer concisely says, "Investing time and effort into understanding customers and implementing systems to enhance the online ordering experience doesn't merely touch upon a modern trend. It forms the bedrock of a successful digital strategy, playing a vital role in amplifying business growth, fortifying customer loyalty, and driving robust retention." This insight reinforces the importance of restaurants evolving with the digital age and continually finding innovative ways to connect with and serve their customers.