Podcast Summary: Restaurant Strategy – "Should You Be Working with Restaurant Influencers?"

Released: April 10, 2025

Hosts: Chip Klose and Rev CNC
Guest: Rev CNC
Duration: Approximately 43 minutes

Introduction to Influencer Marketing in Restaurants

In this episode of Restaurant Strategy, host Chip Klose delves into the increasingly pertinent question: Should restaurant owners work with influencers? Joined by industry expert Rev CNC, the discussion aims to demystify influencer partnerships, exploring their efficacy, cost-effectiveness, and strategic implementation within the restaurant sector.

Rev CNC’s Dual Expertise in Influencer Marketing

Rev CNC introduces himself as both a hospitality marketing consultant and an operator. He co-owns Handcraft Burgers and Brew in New York City and has substantial experience as a content creator on platforms like TikTok and Instagram, boasting over 100,000 followers. Rev emphasizes his unique position in understanding influencer dynamics from both the brand and creator perspectives.

"[...] I help restaurants with their marketing for living. That's what I do."
— Rev CNC [02:32]

Defining Influencer Roles: Awareness vs. Acquisition

Rev distinguishes between two types of influencers:

1. Local Community Influencers: Individuals like PTA heads or local business owners whose influence stems from their community presence.
2. Content Creators: Influencers who actively produce content and engage large online audiences.

He stresses that his approach focuses on using influencers primarily as awareness channels rather than direct acquisition channels. This means leveraging influencers to heighten brand visibility and trust rather than solely driving immediate sales.

"I want people to follow and trust Rev. And so if I happen to share content about a restaurant that looks appealing to you, I've established trust with you as a follower that this is as good as I say it is."
— Rev CNC [08:10]

Effective Strategies for Influencer Collaboration

1. Always-On Influencer Channel:

• Consistency: Engaging influencers on a regular basis (weekly or monthly) to maintain continuous brand presence.
• Content Focus: Aligning influencer content with specific promotions or new menu items to ensure relevance and engagement.

"If you're going to do influencer marketing, it should be an always-on channel, right?"
— Rev CNC [15:40]

2. Structured Campaigns:

• Call to Action: Incorporating actionable elements such as unique landing pages or special offers to convert awareness into customer acquisition.
• Simplified Tracking: Using uniform links or codes to streamline the measurement of campaign effectiveness.

"With an influencer marketing plan, it's your job to convert from awareness to acquisition."
— Rev CNC [11:38]

3. Content Creation Relief:

• External Content Generation: Utilizing influencers not only for promotion but also to create high-quality content, alleviating the restaurant’s content creation burden.

"Somebody else talking about your business is way more valuable than you talking about your business."
— Rev CNC [40:25]

Outsourcing Influencer Management

Rev highlights the challenges of managing influencer campaigns manually, such as time constraints and the complexity of coordination. He advocates for outsourcing this function to specialized agencies or using dedicated software solutions to ensure efficiency and scalability.

Recommendation: Mustard

• Features: Simplifies influencer bookings by providing a dashboard to accept influencers without negotiations.
• Benefits: Reduces manual workload and automates payments, enhancing the overall management process.

"We use Mustard. And I think Mustard is amazing... It's that easy."
— Rev CNC [17:03]

Building and Maintaining Influencer Relationships

1. Identifying the Right Influencers:

• Targeted Searches: Utilizing platforms like Google to find top food, travel, and lifestyle influencers in specific locales.
• Spreadsheet Management: Organizing influencer data systematically to track interactions and campaign outcomes.

2. Leveraging Existing Networks:

• Collaborative Events: Hosting dinners or special events where influencers can bring their peers, maximizing exposure and simplifying coordination.
• Brand Ambassadors: Developing long-term relationships with select influencers who consistently deliver value and align with the brand ethos.

"Find five to 10 influencers that just nailed it and get them to come back over and over again."
— Rev CNC [27:38]

Integrating Influencer Marketing with Community Engagement

Rev and Chip emphasize the importance of blending digital influencer strategies with genuine community involvement. This holistic approach fosters deeper local connections and enhances brand authenticity.

Examples:

• Local Professionals: Engaging with physical therapists, firefighters, or barbershops by inviting them to dine, thereby tapping into their extensive local networks.
• Special Events: Organizing themed nights or unique experiences that resonate with specific community groups, encouraging word-of-mouth promotion.

"Send food to the physical therapy office. I can't recommend it enough."
— Rev CNC [36:47]

Final Insights and Key Takeaways

Rev CNC wraps up with several pivotal points for restaurant owners considering influencer partnerships:

1. Value of Paid Collaborations: Recognize and compensate influencers for their time and effort, just as you would with other service professionals.
2. Content Creation Benefits: Utilize influencers to generate authentic content that elevates your digital presence without additional strain on your resources.
3. Strategic Guidance: Provide clear direction to influencers to ensure their content aligns with your brand’s messaging and objectives.
4. Local Integration: Extend influencer marketing beyond traditional digital realms by embedding your brand within the local community’s fabric.

"Content creators can also be a relief to your content creation program. [...] content creators are worth the weight in gold."
— Rev CNC [40:25]

Actionable Steps for Restaurant Owners:

• Outsource Management: Consider agencies like Mustard to handle influencer partnerships efficiently.
• Systematize Outreach: Develop a structured approach using spreadsheets or CRM tools to manage influencer relationships.
• Diversify Influencer Types: Don’t limit partnerships to food influencers; explore travel, lifestyle, and other relevant niches.
• Engage Locally: Foster relationships with local community influencers to amplify word-of-mouth marketing.

Conclusion

This episode offers a comprehensive guide for independent restaurant owners contemplating influencer marketing. By blending strategic digital partnerships with authentic community engagement, Rev CNC and Chip Klose provide actionable insights to enhance brand visibility and profitability. Whether opting for manual management or leveraging specialized platforms, the key lies in thoughtful execution and sustained relationship-building.

Notable Quotes:

• "Anything that has an instant impact is temporary. [...] you need to make sure you also have the fishnet around there to catch all those fish."
  — Rev CNC [10:54]

• "I tell them these are the things that you need to know. So at least when they're scripting their story, they get my story."
  — Rev CNC [31:32]

Resources Mentioned:

• Rev CNC’s Social Media:
  • Instagram & TikTok: @revcncseo
  • LinkedIn: RestaurantSgrow TV
  • Blog: RestaurantSgrow TV – Influencer Marketing Plan
• Agency Recommendation:
  • Mustard: Mustard Influencer Management
• Chowley Platform:
  • Learn more about Chowley via show notes.

For more insights and strategies, tune into future episodes of Restaurant Strategy with Chip Klose.