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The restaurant industry, like any other, is driven by the current consumer trends. It is therefore no surprise why restaurant owners are paying so much attention to the prolific use of the web and the extent to which the web influences what consumers want.

Consumers these days are turning to the web seeking, convenience, variety, and control over how they order their food. In response, many restaurants have invested in dynamic web-based marketing and efficient online ordering systems, and they are seeing a positive effect on their bottom line. Restaurant owners who want to maintain their niche or expand operations cannot overlook the importance of including the web in the way they do business.

THE POWER OF THE WEB

The web is an ever-evolving entity of information, communication, and business, with the ability to instantly reach millions upon millions of people. Countless surveys and consumer reports have been conducted to determine the how, why, and who of Internet usage. According to a recent survey conducted by the Pew Internet and American Life Project (1), 71% of adults responded that they use the Internet at least occasionally, and between the ages of 18-49, that percentage jumps to over 80%.

Surveys of the restaurant industry in particular reveal that the vast majority of people research restaurants online, and most people will view a restaurant's website before deciding whether or not to eat there(2).

Email usage is also playing an important marketing role. National Restaurant News reports 7 out of 10 restaurants say they are actively looking to establish some kind of email database. Industry surveys also reveal that 87% of consumers say email marketing has an impact on their purchasing decisions(3), and 60% of consumers feel more loyal to a restaurant when they are part of its email club.(4)

TAPPING THE POTENTIAL OF WEB-BASED MARKETING

Statistics aside, there are many benefits to marketing a restaurant online:

-A restaurant with a website is more accessible to customers. People today are using the Internet as they would the Yellow Pages. By doing a quick online search they can easily see which restaurants exist in a given location. Even small restaurants that rely on a local customer base can use their web presence to reach out people in the community who are unfamiliar with what they have to offer, or to those who are passing through the area, such as business travelers.

-A website is also a place where a restaurant can promote its unique personality in order

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