People love watching food videos. In fact, about half of US adults watch them. Moreover, millennials make up a large percentage of these adults. In particular, Millennials watch 30% more food video content than do those in other demographics.
Viewers can be choosing to watch a food video for several reasons. The first is that they’re looking for entertainment. The second, and most important for restaurants, is that they’re trying to make a decision about where to dine.
With this in mind, let’s look at some key points that makes for an effective video production for restaurants aimed at viewers making a dining decision.
Explain That Your Cuisine and Concept Solves a Problem
Viewers who land on your restaurant video will appreciate it if they know that you care about them solving a problem and that you care about what they want.
So instead of saying something such as:
We have the best pizza in the word!
Our customers are looking for thin crust pizza topped with fresh ingredients.
This lets the viewer know that you understand what they’re looking for and that you want to satisfy their need. This could be the first touch you have with a news customer. By stating the problem you’re solving for them you begin to build trust that can in time turn this potential customer into a long term patron.
Here’s an example we produced. In this case the proprietor is emphasizing the special qualities of the dining experience his guests can look forward to.
Let Viewers Know About Your Location and Clientele
Location and clientele are two other factors that help a viewer make a decision about where to dine. For this reason, give viewers the general area you’re located in, and paint a picture of the clientele and the atmosphere.
Introduce Your Chef
Be sure to show off your chef! People love to know who is cooking their meal. For example, they want to know about their background and their passion for food. Dining is an experience. Therefore, your chef could be the main selling point in getting new customers to come to your restaurant.
For example, show the prep. Also show the food in the pan or on the grill. Flame can look great on video, so if you have a dish that flames from alcohol being burned off, be sure to include that. Also, use slow motion where appropriate.
Then show the dish being plated. In particular, show the chef going over the final details of the plating.
This is a great opportunity to show your chef again, this time proudly holding their creation and smiling for the camera.
Highlight Your Staff
Discounts and promotions aside, the first visit people come for the food. The next visit is for the people.
Diners want to feel well taken care of, so show off your staff. Show the smiling faces and show their interactions with customers.
Invite Viewers to Stop in or Make a Reservation
Be sure to add a call to action at the end of the video. If viewers have watched through to the end, they’re primed for a call to action. So ask them to do something and give them the invitation!
State your original problem solving phrase again, and then add a phone number to call or a website where they can make a reservation.
So if you’re looking for thin crust pizza topped with fresh ingredients. Stop in today, or call us at 555-555-5555.
Video Helps Make People Hungry!
If your video is on sites such as Yelp or Trip Adviser, your viewers have probably found you by using a search. That means it’s highly likely that they’re looking for your type of cuisine. With that in mind, help make them hungry! An effective video production for restaurants will do that. Let them know that you care about satisfying their need and that their dining experience is your number one concern.
Don Tracy has been creating visual content and solving visual communication problems for the advertising, corporate, and editorial markets for over 35 years. In both photography and video production, he gets to the heart of his client’s communications needs and hands back finished content that tells their story and gets results.