1. More restaurants, better offers, only on Facebook
Restaurant
Marketing
Cookbook

2. Table of Contents
•
Welcome to getta!Table
•
Why Use Facebook?
•
Facebook Timeline Best Practices
•
Four Keys to Restaurant Facebook
Marketing
•
Facebook Advertising Tips
•
Appendix: Facebook Coupon Case Studies

3. Welcome to getta!Table™
Who We Are: The getta!Table™ dining network features
the industry’s best restaurants in Boston, Providence, and
Chicago. Acquire new fans and find loyal customers by being
a part of an exclusive network that diners trust.
Why It’s Important: getta!Table™ lets restaurants optimally
utilize their existing fan base by converting their Facebook
x
presence into customer acquisition, retention, and sales.
Why It’s Different: Our business model differs heavily from
the Groupon/LivingSocial model, which leaves restaurants
facing high commissions, poor returns on investment, and
low customer retention rates.
Why It Works: getta!Table™ makes it easy for quality
restaurants to enter the emerging market of Facebook
ecommerce. The best part is, we’ve already done the
extensive research required to equip restaurants with the
industry’s best practices.

4. Welcome to getta!Table™
How It Works: Through the getta! Key Takeaways:
Table™ software toolkit, restaurants
are able to craft their own coupons,  Marketing Engine: Restaurants have
offers, and ecards directly on their 100% control over offer management. No
Facebook fan pages. commission fees or outrageously high-
risk deals.
• Coupons: Customers receive a free menu
item with or without the purchase of another  Commerce Engine: Checkout happens
menu item, e.g. free fries when you buy an directly on the merchant’s Facebook page.
entrée. Fans never have to leave the page. All
money from purchases goes directly into
• eCards/eGift Cards: Customer (or the merchant bank accounts.
person they are giving it to) receives
electronic card via email. This allows for  Customer Management Tool: Provide
branding possibilities, can be used as part of coupons, eCards, and offers to your fans
a loyalty program, and can include added and acquire more fans and email
perks, e.g. free dessert with purchase. addresses.
• Special Events/Offers: Customers pay for  Data Engine: Acquire email addresses
a ticket to a special event or for discounted and other info about fans and friends of
deal. fans via OpenSocial Graph hooks that also
promote viral sharing.
 Technology-Friendly Engine: Installation
takes <10 min. with cloud redemption
capabilities and social media links for

5. Why Use Facebook?
• Facebook is shifting its focus to commerce. The
new fan page design is an indicator that Facebook is
serious about making it easier for merchants to
engage in commerce.
• Fans spend more time on Facebook than on
almost any other online site. The same people who
eat in your restaurants are spending 8 hours per
week on the site. Approximately 53% of the people
who use Facebook always have it open.
• The most common way that people find out about
restaurants is from their friends and friends of
friends. Facebook is the perfect medium for word-of-
mouth referrals and directing those referrals to
appropriate merchants.
• Most people make restaurant plans 6 hours before
they walk into a restaurant. Facebook is the perfect
platform for informing fans of offers that fill a need –
filling seats on a slow Tuesday evening, letting fans
know that 3 tables just turned up on an otherwise
packed Saturday, etc.

6. Why Use Facebook?
Facebook recently
changed page
views to reflect
the new Timeline
design.
• The “Timeline” acts like a consolidated, real-time website for
your business, showing all of your relevant information and
content up front.
• Through Facebook insights, restaurants are easily able to
analyze their fan base by gender, age, location, and a host of
other variables. They can also closely monitor the performance
of specific posts and offers.
• Through Facebook advertising, restaurants can target users by
interests, age, geography, education, and many other filters in

7. Timeline Best Practices
• Prepare a cover photo 850px x 315px. Avoid
low resolution images or images with blue
backgrounds.
• Choose a profile photo 180px x 180px; a logo
is recommended.
• Ensure that the Daily Offers app is within view
for fans to easily see it. Swap the app order as
needed.
• Use Facebook Milestones to announce
important events for your brand, such as "10K
Pizzas Sold!” Use high-resolution photos to
avoid a pixelated feel, since the photos will be
displayed as 843px x 403px.
• Highlight important posts by pinning them to
the top of the timeline. Pinning a special offer
to the top of the timeline ensures maximum
exposure of the offer. There is a 7-day pinned
post limit.

8. Four Keys to Restaurant Facebook
Marketing
Acquire Fans Activate Fans Convert Fans Keep Fans Loyal
Overview:
Use the coupon, offers, and eCard functionality of the
getta!Table™ software toolkit to manage your best
customers. Keep them engaged and maximize your
reach by incentivizing them to share offers with their
family and friends. To best grow and leverage your
Facebook fan base, we recommend following the four
keys to restaurant Facebook marketing:
Key #1: Acquire a geo-targeted fan base.
Key #2: Activate fans by giving them a reason to go
to your page or restaurant.
Key #3: Convert a new fan into a returning customer.
Key #4: Turn a returning customer into a loyal fan
and brand advocate.

9. Four Keys to Restaurant Facebook
Marketing
Acquire Fans Activate Fans Convert Fans Keep Fans Loyal
Acquire fans:
• Create a coupon featuring a deal that is compelling, clear in its restrictions, and
is easily attainable. For example, you may consider offering a free appetizer or a free
entree that is valid only to the first 100 Facebook fans who redeem it on Wednesdays.
• Next, create a centralized social media campaign for the coupon. Broadcast the
offer on Twitter. Use a pinned post to feature the offer on your timeline. Create a
Facebook ad that links directly to your offer and targets potential new fans.
• Offers on your merchant page will also be featured offers on the getta!Table™ dining
network. Fans of our network of restaurants will see your offer, even if they are not fans
of your page. The more quality offers you post, the more likely that they’ll become fans
of your restaurant!
• Spend a little time each day socializing on the fan pages of foodies, mothers with food
blogs, and any public page that you would expect your target audience to visit.

10. Four Keys to Restaurant Facebook
Marketing
Acquire Fans Activate Fans Convert Fans Keep Fans Loyal
Activate fans:
• Engage fans daily by asking questions, holding
contests, and posting pictures. A 4:1 ratio of
engaging posts to self-promotional posts is
recommended.
• Craft coupons and offers that encourage social
sharing and discovery, e.g. bring a friend to dinner
and get 20% off on a $50 meal, the first 100
Facebook fans who share this offer on Facebook
get a free appetizer with purchase of an entrée, etc.
• Post pictures or videos of your food or
restaurant on your timeline.

11. Four Keys to Restaurant Facebook
Marketing
Acquire Fans Activate Fans Convert Fans Keep Fans Loyal
Convert fans:
• Craft and announce new deals at least bi-
weekly to convert fans into returning customers.
• Upsell. Incentivize fans with new menu items,
e.g. a free dessert when you try our new entrée.
• On your fan page, ask fans for what types of
offers they would like to see in the future.
• Hold contests that reward your fans for
interaction. For example, offer a free dinner to
one lucky fan who likes a post or to one fan who
comments about their favorite menu item.

12. Four Keys to Restaurant Facebook
Marketing
Acquire Fans Activate Fans Convert Fans Keep Fans Loyal
Keep fans loyal:
•The eCard is the perfect mechanism for
rewarding loyalty in your fans.
o Brand the eCard, e.g. “Abigail’s A-list
Card.”
o Assign tangible benefits that reward
loyalty, e.g. for $10 a year, get a table with
no wait any day of the week, or for $25 a
year, get 10% off your bill every 3 months.
o The value added should justify the
spending for a consumer.

13. Facebook Advertising Tips
• Specify your precise goals, e.g. driving “likes” to your Examples:
fan page or driving a targeted audience to an offer.
• Use images featuring attractive individuals, happy
people eating food, and pictures of food. Use images that
are 140px x 100px to minimize the white space between
images and copy. Avoid blue backgrounds in the image.
Images with bright colors such as red, orange, green, and
yellow tend to catch the eyes better.
• The copy should emphasize key words such as FREE
or $10 OFF or LIKE OUR PAGE by using all caps. Use all-
caps only for those words you wish to highlight. Do not use
all caps more than 3-4 times in a single copy.
• The copy must have a strong call-to-action and must be
relevant to your target audience. With just 90 characters to
work with, economy of language is key.
• The landing page must clearly indicate how to
accomplish your specific goals.
• Regularly review the performance of your ads at
facebook.com/ads/manage.

14. You’re Ready to Sell!
Build and manage a Use Facebook data for
loyal following better offer targeting
Increase and monetize
your Facebook fan base

15. More restaurants, better offers, only on Facebook
For any questions/concerns or to
submit a tip for our marketing guide,
email: Jason@gettatable.com
gettaTable.com
Facebook.com/gettaTable

16. Facebook Coupon Case Studies
• Campaign: Einstein Bros. Bagels offered a free Bagel and Schmear coupon
exclusively on Facebook in January 2010.
• Objectives: Drive In-store traffic. Acquire Facebook fans for the company.
• Tactics: Had a week “soft-launch” before running a large advertising campaign
called reach block advertising. Then ran a reach block which guaranteed that 100%
of a targeted demographic saw an ad.
• Results: The fan base grew from 4,700 fans before the coupon to 36,000 fans
after a week without using large-scale advertising. After they used a reach block,
they grew to over 400,000 fans in a month’s time.

17. Facebook Coupon Case Studies
• Campaign: P.F. Chang’s launched a free lettuce wrap coupon in July, 2011.
•Objectives: Drive in-store traffic. Acquire Facebook fans for the company.
•Tactics: Posted about the offer on their wall a total of 15 times during the month of
July. P.F. Chang’s also built a Facebook tab as a landing page for advertising.
•Results: P.F. Chang restaurants brought in 50,000+ guests, 40% of them new
customers, during the campaign. The restaurant chain doubled the fan base to
420,000 three months after the one-month campaign began.