The web content should be primarily entertainment, usually an online game branded with the restaurant’s identity. For instance, if the restaurant has a mascot, it could be a prominent character in the game.
More importantly, the website should persuade the guest to sign up for a text message list, the idea being for the restaurant to stay in touch by sending list members a coupon or discount once a week on the slowest day. This keeps the restaurant’s seats filled and increases customer loyalty.
If you have resources and want to create more customer engagement, the website could instead encourage them to download an app. This app would not only enable weekly promotional messages (as mentioned above) but also incorporate online ordering linked to prepayment. Customers could also have an option to specify when they will arrive at the restaurant, so that their order can be ready when they reach the restaurant (Burger King is already doing this, read about it here).
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