How South Africans discover restaurants in 2024

In a recent survey, we asked South Africans how they discover new restaurants and the results revealed that the digital space reigns supreme.

Accounting for 78% of the responses, social media, internet searches, and reservation platforms like Dineplan came out on top. This stresses just how crucial it is for restaurants to have a strong online presence.

1. Social media takes the cake

Whether someone is looking for a cosy café or a fancy dinner spot, chances are they’ll be reaching for their phone, making it no surprise that social media dominated with 36% of the responses.

For restaurant owners, this underscores the importance of maintaining and investing time into social media. Platforms like Facebook, Instagram and TikTok are gold mines when it comes to attracting new guests.

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by ThePotluckClubJohannesburg (@thepotluckclubjohannesburg)

2. The importance of SEO and search engines

The second most common way people find places to eat is through internet searches. Highlighting the need for restaurants to optimise their websites and online content.

A well-optimised website can drive significant organic traffic to your restaurant.

By using the right keywords and creating quality content, restaurants can ensure they appear at the top of the search results page when potential diners are searching the web for places to eat. This requires some technical know-how in the search engine optimisation (SEO) department, but it’s worth the effort in the long run.

3. Leverage high-traffic reservation platforms

Coming in third on the list are reservation platforms – like our Dineplan app. They play a crucial role in helping restaurants get discovered by local diners and tourists visiting South Africa. With 52% of restaurant bookings now made online, these high-traffic platforms offer a significant advantage by making it easy for people to find restaurants and reserve a table immediately, catering to the growing demand for convenience.

52% of restaurant bookings are made online nowadays.

For new restaurants that don’t have websites or are still building up their domain authority, being listed on high-traffic sites with established domain authority is a valuable resource. It helps them get discovered and gain traction quickly.

4. Word-of-mouth still matters

Just as valuable as any digital marketing effort, personal recommendations from friends and family carry a lot of weight. Favourable word-of-mouth can drive new guests to a restaurant, so it’s essential to provide incredible food, excellent service, and an overall amazing guest experience. That way, your restaurant will be top of mind the next time someone is asked for restaurant recommendations.

60% of Dineplan users say that good food is the main reason they return to a restaurant, while 15% cite value for money as their primary motivation.

5. Niche channels: Don’t count them out

Although they account for only 10% of discovery methods, online blogs, review sites, and maps shouldn’t be overlooked.

Reviews on sites like Dineplan, Google and Tripadvisor can boost a restaurant’s reputation and attract new diners. While promoting your new menus, specials and news on popular food and travel blogs can also help.

Making sure your restaurant is listed on Google Maps makes it easy for diners to discover you when they search for “restaurants near me”. Restaurants using reservation software like Dineplan can even take reservations directly from Google Maps, providing guests with an instant booking option right where they’re searching.

6. Out with the old

With the rise of the digital age, traditional methods of marketing like print ads, which lack the trackability of digital marketing, have fallen out of favour. It’s challenging to gauge the success of print ads and measure their impact on bringing in guests.

Additionally, less than 1% of diners discover restaurants by walking around a neighbourhood, making it clear that relying solely on foot traffic isn’t sufficient either. Restaurants need to actively promote themselves and encourage visitors to travel to them.

Interestingly, 46% of people are willing to travel an average of 20 minutes to dine out, highlighting the need for strategic marketing to attract guests from nearby areas.

7. A balanced approach

Given the variety of ways South Africans discover restaurants, it’s clear that a multi-channel marketing approach is the best way to go.

By focusing on digital marketing, your online presence, encouraging positive word-of-mouth through excellent service and menu offerings, and taking advantage of niche channels can significantly impact a restaurant’s discoverability.