How top restaurants in the UAE are using Facebook Apps to increase their revenue

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Facebook is not only a platform used to share a brand's message or interact with their audience but also a powerful tool in the aid of generating revenue.

By using Facebook applications and Facebook advertising, restaurants have the ability to affect their bottom line. Over the years, I have used Facebook applications to create a booking engine directly from a Facebook page to allow users to make reservations within the comfort of the Facebook environment. We have also tied this in to provide special offers and generate bookings, both of which have been extremely successful and by driving footfall into restaurants, provides clear and trackable return on investment from social media.

One example of this is for high-end Italian restaurant in Dubai. We created a 2 for 1 offering on their Friday brunch in February 2013. The offer accounted for 13% of brunch revenue for the entire year. One of our other clients also had a drop in brunch covers and we therefore implemented a similar promotion to help overcome this and to provide additional visibility for them. With the aid of targeted Facebook advertising (A total of AED 400 was spent on advertising), we were able to generate 197 covers and AED 29,000 worth of revenue.

With the increase in revenue and our ability to create engaging brand awareness, the campaign was clearly a success. The restaurant became busier as knock on effect. Since then, the restaurant have engaged in additional Facebook campaigns, many of these not as aggressive as the earlier 2 for 1 offer. The results have been fantastic, and have generated 596 covers, which equates to more than AED 112,000 in revenue and and a substantial increase in their customer database, allowing them to retarget these guests in e-mail campaigns.

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