When Diningverse was in its infancy, we struggled with how we would populate the site with local independent restaurants. Buying a list just didn’t fit our mission and we didn’t want to be another online version of the telephone directory. We wanted a restaurant website that would answer: What is your favorite local restaurant? We also wanted travelers to be able to find these local dining gems. Let’s face it, you can eat at “the chains” anytime. When you are traveling, you want to know where the locals eat.
So, after much deliberation, we decided to give the reins to our patrons; after all, they are the end users. They would populate the site by suggesting their favorite restaurants; the only stipulation being, that the restaurants had to be independently owned. We have nothing against chain restaurants, but unlike most independent restaurant owners, they often have their own IT departments and thicker wallets for marketing.
Diningverse Patrons quickly began inviting their buddies and suggesting restaurants. They invited family and friends from outside the initial beta area. Basic restaurant profiles began popping up across the US. Patrons even created lists and linked them to other social media.
But, then we noticed something interesting. We began to see Patrons putting up professional profiles and contact information. When they recommended their favorite local restaurants, it became a “B to B”…….local business/professionals and organizations supporting local restaurants through social networking. Who would have thought Diningverse would be the virtual conduit for that? They recognized the symbiotic relationship; that the pulse of our cities beats within the hearts of our local independent restaurant owners.
But, here is the wake up call. We noticed that the restaurants with full profiles on Diningverse became some of the most recommended restaurants. It became pretty clear that patrons wanted to see up to date menus, prices and specials in an organized, easy to view manner. Restaurants that took the time to keep their profile updated, seemed to benefit the most. And with Diningverse, that task is super easy!
A bigger wake up call is that typical restaurant websites are often frustrating to folks just looking for basic information. The search is further complicated every time you have to switch gears to see the same information for a different restaurant; or to wait minutes (delete) to load the home page. If you have diet restrictions or food allergies, you just want to see the menu. And, obviously, this doesn’t work for today’s mobile crowd. There is huge value in just keeping it simple.
With social media, you cannot always predict where it will lead or how people will use it. We never anticipated some of the creative ways our patrons would use Diningverse, but, we shouldn’t be surprised, it is their dining universe.
