Introduction
Any catering establishment needs to be able to present itself on the Internet. Especially nowadays, before going to a restaurant, people search for it on Google or social networks to see the menu, interior, and location. If the company does not have a website or is not present on social networks, then it loses a large part of its potential customers because the establishment’s success depends on advertising and marketing in the restaurant business.
Promoting the restaurant on social networks is necessary in order to find potential guests and increase the loyalty of regular customers. In simple words – a good social media profile should attract guests visually: beautiful photos of food, videos of events, and photos of staff and guests. All these aspects can fit on almost any social media platform, but some media spaces are still better than others. This essay will present a discussion of two platforms, Facebook and TripAdvisor, and argue why TripAdvisor is better for promoting a restaurant in Riyadh.
Main Body
Facebook allows users to discuss content by leaving comments actively and publicly (Gössling & Michael, 2021). This social media platform provides people insight into the quality of the establishment through the reviews they leave. Because Facebook is not centered around catering or service, it may provide space and options for wider audiences and users of social media (Hamdi, 2020). Facebook allows for the utilization of photos of the interior and food as the main criteria for evaluating a restaurant (Aggrawal & Anand, 2022). When people visit a restaurant’s page on the platforms, they immediately pay attention to the photos provided by the owners of the establishment. Essentially, Facebook allows for flexibility in reviews and posts regarding the service and catering industry.
On the other hand, TripAdvisor is much more specialized and directed at both the service and tourism industries. It similarly applies the use of photographs but is more limited in its presentations. Overall, TripAdvisor reviews are more frequently used for the selection of a restaurant, especially when clients may be non-local (Pew Research Center, 2021). The structure of TripAdvisor reviews allows for easy access, concise content, and simplified suggestions for clients to make choices regarding their plans to attend an establishment (Kinstler, 2018). As such, it provides options for both establishment owners and operators as well as for potential clients.
Today, the social network Facebook is used more by middle-aged people than young people. A study by Trecebits indicates that people between the ages of 40 and 64 use Facebook more often (Rubio, 2018). At the same time, TripAdvisor is used by people of all ages, from teens to seniors. The second difference is that TripAdvisor provides its users with restaurant price ratings. This means that customers, without looking at the list prices on the menu, can immediately assess the pricing policy of the establishment (Bollerey & Grafe, 2019).
On Facebook, visitors do not have such a possibility because the price rating is not displayed. In addition, Facebook is a platform typically used by restaurant or bar owners to showcase their premises, tables, patio, and food. TripAdvisor places more importance on the quality of customer service that has passed through the restaurant or bar (Brass & Borgatti, 2019). This is the main reason why TripAdvisor is a much more appropriate platform to put a restaurant in the media space. Visitors can get all the information they need easily by going to this platform (Jung, 2018). It includes pricing, pictures of the interior and food, and live customer reviews.
Conclusion
To summarize, promoting a restaurant on social media platforms is essential for a successful business. Many services provide such an opportunity, including Facebook and TripAdvisor. Based on all the above, TripAdvisor is a more suitable platform for a restaurant. This is due to the conciseness of the presentation of all the necessary information for potential customers and the availability of a convenient pricing rating on this platform. Facebook offers much less functionality, giving visitors only the opportunity to leave a review and look at a picture of the establishment. This is why TripAdvisor is the best alternative for restaurant owners.
References
Aggrawal, N., & Anand, A. (2022). Social networks: Modeling and analysis. CRC Press.
Bollerey, F., & Grafe, C. (2019). Restaurants and dining rooms. Routledge.
Brass, D. J., & Borgatti, S. P. (2019).Social networks at work. Routledge.
Gössling, S., & Michael, C. (2021). The sustainable chef: The environment in culinary arts, restaurants, and hospitality. Routledge.
Hamdi, K. (2020). The difference between Facebook, Twitter, Linkedin, YouTube, & Pinterest [Updated for 2020]. Impact.
Jung, H. (2018). Restaurant financial management: A practical approach. Apple Academic Press.
Kinstler, L. (2018). How TripAdvisor changed travel. The Guardian.
Pew Research Center. (2021).Social media fact sheet. Pew Research Center.
Rubio, J. C. (2018).Así se utiliza Facebook en España. TreceBits.