Food is interesting, but so is the Business behind it: Corporate Strategy. Policy. Advocacy.
I walked through Georgetown this weekend with my mom and son. The weather was beautiful, Wisconsin and M Street were packed. Just as we hit the home stretch, readying ourselves to hang a left to cross Key Bridge, the sidewalk went from full to mobbed. Where were we? Georgetown Cupcakes.
While I love a cupcake (good or bad), I never fully understood the cupcake craze. I lived in NYC from 2007 to 2009, right when cupcake joints started to sprout from everywhere. Crumbs were opening up like Starbucks. As I weaved through the crowd on Sunday and contemplated the out-the-door line I saw each time I passed Georgetown Cupcakes, I wondered when this craze would settle. Or, would the simple, warm fuzzy cupcake mean cupcake shops would be forever popular?
Well, if today’s Wall Street Journalarticle has it right, the novelty is wearing off: Forget Gold, the Gourmet-Cupcake Market Is Crashing.
I’ve seen a ton about food and packaged goods companies using Pinterest to their advantage, but not so much from restaurants. This is a good article from Nation’s Restaurant News featuring best practices on how restaurants are successfully using Instagram to drive business and conversation:
"How to make the most of Instagram: Mama Fu’s, Pinkberry, Ava Kitchen & Whiskey Bar offer best practices around the image-sharing platform"
A few smart tactics:
Remember search: Tagging photos with hashtags makes your posts searchable. “Make sure your tags are relevant to your post, and always post them to Twitter as well,” Barrett said. Keep the description of your photo short and concise. Also remember to not over post.
Create contests: “Ask your community to tag your brand photos in Instagram and then integrate them into other social media channels like Facebook, Twitter [and] even your website,” she said. “We love user generated content and often use Instagram photos on Facebook as the ‘Instagram photo of the week.’ We like to celebrate the community and recognize their efforts.”