Restaurateurs admit to 'not marketing enough' in TripAdvisor study

TripAdvisor has over four million world restaurants listed on its website
Industry
02/08/2017 - 12:03
Over half of UK restaurants spend less than 10% of their time on marketing, according to a new survey from TripAdvisor.

The study by the review website which lists over four million restaurants worldwide, showed that only 12% of its respondents have a dedicated marketing employee.

Despite 94% of UK restaurateurs reporting that they monitor the reputations of their businesses, 80% said they believed they should be doing more to promote them.

Results from the survey revealed that the top three marketing channels in which UK restaurateurs invest are print advertising (69%), social media (65%) and online listing services (45%).

The UK’s choice of print advertising as its preferred type of marketing was not in line with worldwide figures, which had social media as its preferred method.

Speaking to Street Fight magazine, Gerard Murphy, director of product of TripAdvisor Restaurants said: “If restaurateurs increase the time and effort they spend on marketing even a little bit, they can raise their game above the competition.”

TripAdvisor’s first-ever Restaurant Marketing Study correspondents were made up from restaurateurs from across the UK, USA, Spain, France and Italy.

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