Restaurants can do a lot on Facebook.
After all, who doesn’t like to follow the page of their favorite barbecue, coffee or sushi place?
I recently wrote about more than 50 restaurant Facebook pages from every state in the U.S. – analyzing 5 critical elements:
- Cover photo
- About section
- Apps
- Posts
- Engagement
Some of the restaurants were doing well, while others had room for improvement.
That post was a hit! -- so I decided to go north & find 13 Facebook pages for restaurants in Canada – 1 from each province/territory.
The goal was to review a wide variety of pages -- burgers in Alberta, cupcakes in Saskatchewan, a Wayne Gretzky sports bar & a sushi joint in the Yukon territory that I just couldn’t resist.
If you run a Facebook page for a restaurant (or any other business) you probably have questions like:
- What should I use as a cover image?
- How do I use apps to promote my business & get more fans?
- What are the best post types to get engagement from fans?
- How can I find/create content my fans will interact with?
- How often should I engage with fans on my page?
This article shows how some restaurants are addressing these challenges while presenting cover images & posts from 13 Facebook pages across Canada.
I explain what these page managers do well & ways they could improve.
So let's check out the 13 pages!
But stick around till the end where I summarize the key takeaways for getting more fans, converting them into customers & generating bigger ROI on Facebook.
13 Facebook Pages for Restaurants in Canada (ONE per Province)
Do you follow your favorite restaurants on Facebook?
As you scroll, I hope you add some of these fan pages to your list.
Make sure to Like each one & visit the pages to get a closer look.
Alberta: Black Betty Burger & Winebar
Stuff Done Right
- Cover photo & profile image go well together
- Profile photo is branded with a logo that is recognizable in the news feed
- Strong About section with address, telephone number & hours of operation visible on Timeline
- Compelling Instagram feed easily viewed from app thumbnail
- Branded Twitter app looks good
- Great job hiding Like count from Timeline -- if only all restaurants did this
Ways to Improve
- Missing out on web traffic by not including descriptions & links with cover photos & profile images
- Apps must be current -- Events schedule could probably be updated more often
- Different calls-to-action could increase fan engagement -- ask more questions & use fill-in-the-blanks
- Engage more with fans on the page -- perhaps thank those who leave reviews
- Use reviews as opportunities to begin conversations with fans
Surprisingly, this question didn't go far with fans:
British Columbia: Bearfoot Bistro
Stuff Done Right
- Cover photo with strong branding & effective call-to-action -- what could be better than oysters & skiing?
- Quote from the owner in the longer About section is a nice touch -- “It’s all about celebration. Celebrate food, celebrate wine, celebrate life”
- Based in Whistler, British Columbia -- posts occasionally showcase the local area
Ways to Improve
- Posts with stronger calls-to-action are needed to get more Likes, comments & shares
- Use apps to host contests, display menus & show restaurant's other social media feeds
- Restaurant could engage more with those who post on the page
Here's an article with info about how to interact with your Facebook fans:
This Facebook post had the bistro partnering with the hotel where the restaurant is based:
Post by Bearfoot Bistro.
Manitoba: Kawaii Crepe
Stuff Done Right
- Integrating cover photo with profile image provides wicked branding
- Lighthearted colors, logos & post make me WANT to like this company
- Branded apps have information about jobs & catering
- Page managers often interact with fans
- Page is very visual with a strong mix of photos & text updates
Ways to Improve
- Display contact information & location in short About section on Timeline
- Hide Like count from the app thumbnails that are visible on Timeline
- Update Events schedule or remove that app from page
This kind of sappy humor gets fans Liking:
Post by Kawaii Crepe.
New Brunswick: Jungle Jim's Miramichi
Stuff Done Right
- About section on Timeline displays address, telephone number, hours & the type of food
- Great branding on many of the posts -- logos, promotions, calls-to-action, etc.
- Apps are updated with some tasty promotions -- Wild Wacky Wing Night Wednesdays & Steaktacular Thursdays!
- Envelope of Fortune app has potential with its professionally produced video -- great example for other businesses!
Ways to Improve
- Hide Like count from the top (visible) row of apps
- Staying on topic is important -- but more non-promotional posts might increase fan engagement
- At least engage with those who leave restaurant reviews on the page
This promotion has been used often in posts:
Newfoundland & Labrador: Chinched Bistro
Stuff Done Right
- Twitter app looks great
- Page managers interact with fans
- Mix of different types of posts -- photos, links & text updates
Ways to Improve
- Post fewer promotional updates
- Ask questions or post fill-in-the-blanks to get fans to respond
- Include a description of restaurant in About section
- Post more consistently
Interesting update:
Post by Chinched Bistro.
Nova Scotia: Split Crow Pub
Stuff Done Right
- Logo as the profile image looks amazing alongside posts in the news feed
- Twitter feed looks good
- Menu app is useful -- perhaps use stronger branding on Menu thumbnail
- Good mix of photos, links & text updates
Ways to Improve
- Update Events app more often & make that thumbnail visible on Timeline
- There are several positive reviews, but interacting more will help build relationships with your fans
This image update was funny & topical:
Post by Split Crow Pub.
Ontario: Wayne Gretzky's Toronto
Stuff Done Right
- Consistent sports-related messaging shows the power of branding targeted at a specific audience -- even if you don’t have an NHL legend to promote
- Logo makes an effective profile image, which is sized OK
- Short About section on Timeline has all the basics: type of place, address, phone number & hours
- Like count is hidden from app thumbnails visible near top of the page
Ways to Improve
- Update Events app -- hasn't been updated since the Super Bowl
- Engaging with fans could help build brand loyalty
- Add custom adds to do giveaways, contests & increase sales with Facebook
Great way to promote restaurant during the Olympics:
Prince Edward Island: The Big Orange Lunchbox
Stuff Done Right
- Events app updated
- Trip Advisor app has recent positive reviews
- Cover photo is unusual & compelling
Ways to Improve
- Fewer promotional text updates -- boost engagement by posting photos & links with calls-to-action like questions & fill-in-the-blanks
- Captions on cover photo & profile image should have descriptions & links to the website
- Interact more with people who post comments & reviews on page
This text update got some shares:
Quebec: Ben & Florentine
Stuff Done Right
- Branded app thumbnails are a few of the many things this page does right
- Photo contests are a great way to get engagement
- Like count hidden from Timeline
- Logo as profile image provides strong branding
Ways to Improve
- Include contact information in short About description that appears on Timeline
- Interact more with fans
- Test different posting strategies -- try posting at least once a day
Use Timeline to promote contests on your page:
Post by Ben & Florentine.
Saskatchewan: The Cupcake Conspiracy
Stuff Done Right
- Cupcake photos see steady engagement from fans
- Awesome cover photo -- captures easy-going spirit of page
- Though it could be sized differently -- logo makes a compelling profile image
Ways to Improve
- Remove Notes app or at least hide it from the Timeline -- a note hasn't been added in months
- Update Events app or remove it -- schedule hasn't been updated in years
- Use more apps -- start by hosting contests & giveaways
- Fewer promotional posts -- don't be afraid to stray off topic on a fun page like this
- Use strong calls-to-action in posts to generate engagement from fans
No shortage of cupcake porn on this page:
Northwest Territories: Trek
Stuff Done Right
- Great use of logo for the cover & profile images
- About section is complete -- with contact information visible on Timeline
- Trip Advisor & Events apps work OK
Ways to Improve
- Use fewer promotional text updates
- Post more photos & links
- Pay to boost posts to get content in front of more fans
- Hide Like count from Timeline
- Use more apps -- promotions, giveaways & contests
A typical post for Trek:
Nunavut: Arts Cafe Iqaluit
Stuff Done Right
- Compelling cover photo showcases intriguing local area
- Updated events app
Ways to Improve
- Hide Like count from the Timeline
- Post a more interesting mix of content to boost engagement -- use lots of photos & links
Great cross-promotion with organizations in the community:
Yukon: Fusion Restaurant (This restaurant is now closed)
Stuff Done Right
- About section on Timeline has all the basics -- address, phone number & hours of operation
- Lots of sushi pics -- which are some of the most popular posts on the page
Ways to Improve
- Update events app more often
- Posts should showcase local surroundings
- Make use of more apps -- contests, giveaways, build mailing list
- Description on cover photo is good, but caption should also contain link to website
- Profile image should also have a link
Funny memes are good for a Like or 2.
Key Takeaways
Here are the main takeaways that you can apply to your page:
1. Cover photo
- Use high-quality, branded cover images
- Include a caption on the cover photo -- so if a fan clicks it, they can read a description & click a link to your website
- Logos make great profile images -- they should be optimized to look great in the news feed
Resources:
- 17 Wicked Ways to Use Your Facebook Cover Photo
- 3-point Checklist for a Great Cover Photo on Facebook
- Insanely HUGE List of Image Dimensions for Facebook, Twitter and More
2. About section
- Complete the section & include:
- Contact info with your website, address & phone number
- Hours of operation
- Price range & payment methods
- Services & food type
- Description, history & other unique info
3. Apps
- Hide the fan count
- Use apps for contests, reservations, events, menus, newsletters, etc.
- Add high-quality images as app thumbnails
Resources:
- 7 Ways to Promote Your Facebook Apps Without Spending A Dime
- How to Add/Change an App Thumbnail Image on your Facebook Page
- Here’s How to Choose the Right Promotion App for Your Facebook Page
4. Posts
- Post a strong mix of updates every day -- include:
- text updates: questions, fill-in-the-blanks, inspirational quotes, trivia
- photos (funny, inspirational, or of your food)
- links to your website
- Use contests & giveaways to get visitors to:
- provide their email
- check-in at the restaurant
- comment on your posts
Resources:
- How to Use Facebook Posts to Drive Traffic to Your Website & Get Customers
- Increase Engagement on Facebook Posts with NEW “Hot Threads” Tactic
- 8 Facebook Contest Ideas You Can Run on Your Timeline TODAY
- Write better Facebook Status Updates with these 5 Templates
5. Engagement
- Respond to all fans who post on your page in a reasonable time period (within 24 hours, if possible)
Resources:
- Customers Complaining on Facebook?... Here's 5 Ways to Deal With Them
- What You Do AFTER You Post is Way More Important than What You Post
- How to Manage Posts by Fans on Your Facebook Page
Those are some tips you can use to improve your page. Now post your favorite restaurant Facebook page in the comments below.
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