Many people dream of a local deli where they can nip in for a great sandwich, a cup of soup, or some meat cuts to take home. But if they’re so popular, why is it so hard to run a stable deli business?
The answer often comes down to awareness. If people don’t know what your deli has to offer and why it’s worth the trip, they won’t go.
That’s why a solid marketing strategy is essential for independent delis of any size. If you’re looking for tips on how to market a deli, you’ve come to the right place.
In this article, we’ll cover:
Why Deli Marketing Is Essential for Long-Term Success
Marketing isn’t just telling people what you sell; it’s selling people your story.
An effective small business marketing strategy educates people on who you are and, more importantly, why they should buy from your deli instead of a grocery store.
Marketing will benefit your small deli in several fundamental ways.
- Drive sales: Boosting visibility, creating unique promotions, and using other marketing strategies will entice customers to spend more at your store.
- Bring in new customers: Marketing will spread awareness of your store through ads, word of mouth, online search, and more, leading to more people trying your store.
- Define your niche: Highlighting what makes your story and products unique shows you can offer something to your community that no one else can.
- Understand your customers: As you experiment with new marketing strategies and promotions, you’ll start to learn what customers in your area love (and what they don’t).
- Build an online presence: Almost half of all Google searches are for local information, and the more established your online presence, the more you’ll show up on local search.
Now you know the why, let’s dig into the how.
How To Market a Deli: 8 Strategies To Try Today
Along with great food and friendly staff, marketing is extremely useful for helping small delis stand out. But how exactly do you market a deli, and what kind of resources does it require?
Here are eight cost-effective and easy marketing strategies to try at your deli today.
1. Emphasize What Makes You Unique
Compared to a big chain grocery, you likely can’t compete on price. Nor do you have the marketing resources for sophisticated, large-scale campaigns.
What you do have is a unique story, expertise, and high-quality products — and that, above all, should be at the heart of any marketing you do. These aspects will help you stand out and build a local following.
Don’t try to copy what bigger competitors are doing. People want something special when they go to a local deli, and the more you can live up to that promise, the better.
The rest of this list will describe what that looks like in practice, but it’s worth considering for any marketing effort.
Social media marketing has become increasingly popular among businesses and customers. Small businesses, in particular, benefit from social media’s more personable tone and ability to connect directly with customers.
Use social media as a marketing tool that gives your deli a unique personality people can relate to.
If you’re new to social media marketing, start small. Create a business account on a single platform like Facebook or Instagram and focus on posting two to three times a week as a starting point.
Social media marketing is much easier if you schedule posts in advance instead of thinking about what to write during a busy workday. Try to come up with posts on a few different topics.
- Educational: Post about where your products come from and what makes them special. Emphasize new arrivals and specialty offerings.
- Personal: Celebrate your staff, family, and the people who make your business great with posts highlighting birthdays, anniversaries, and hard work.
- Deals and offers: Highlight holiday sales, short-term sales, new menus, and any other promotions you run.
- Recipes: Inspire people to try something new with recipes they can try at home.
The key to effective social media marketing for delis is consistency. Spend time writing posts in advance and use a tool like Buffer or Hootsuite to post them.
Related Read: ANSWERED: How Much Does It Cost To Open a Deli?
3. Create Alluring Signage and Displays
Imagine walking into two delis with identical locations and store layouts.
The first is bare bones, with little more than a laminated menu and a dry-erase board with daily specials and prices.
The second deli has several chalkboards listing menu items, standing signs with daily specials, and even brightly colored tags on the shelves highlighting products on sale.
Which seems more inviting? The second is the obvious answer, but you’d be surprised how often effective signage is undervalued and overlooked as a marketing tool.
Signage helps orient customers and create a welcoming atmosphere before they smell freshly baked bread or talk with a member of staff. Clear signs that are legible from the street (or standing signs) are also a great way to catch the attention of passersby.
Invest in signage that displays your brand’s unique colors and personality, but is versatile enough to be reused. Use lettering and colors that are easy to read from a distance so someone at the back of the line has time to think through their order.
4. Build a User-Friendly Website
Even if your main priority is to embed yourself firmly in the local community, that doesn’t mean your deli can afford to ignore its online presence.
Most people try new local businesses after searching for them online, and a user-friendly website is more important than ever. When creating a website, ensure that you:
- Use a website template that works well and looks good on both a computer and a smartphone.
- Clearly list your contact information, menu prices, address, and all information people would need.
- Treat your website like a business card. It creates a strong first impression. Browse other websites for inspiration and use high-quality photos.
Also, remember to update your Google Business Profile, as this will help you appear in local and Google Maps searches.
Last, don’t forget customer reviews. Encourage customers to leave you a review on Google, and respond to reviews (both positive and negative) to emphasize your dedication to great customer service.
A blog or a newsletter is another great strategy to connect with your customers, especially if you have a customer loyalty program.
While a newsletter might seem old-fashioned, it actually has one of the highest returns on investment (ROI) for small businesses. Write a weekly newsletter that includes a paragraph or two with announcements or new products. You could also include exclusive discount codes in each newsletter to encourage more signups.
Blogs are also a great way to show off your expertise. They help your website rank higher in search results. Similar to social media, the key for blogs is to post regularly.
6. Host Events and Classes
Many people, especially younger generations, are becoming more adventurous and interested in food. Take advantage of this by hosting tasting parties, cooking classes, or other events that showcase your passion and expertise.
To get even more value from each event, use your deli point of sale (POS) system to create a unique discount code for each attendee. This will encourage attendees to come back and give you another way to measure an event’s success.
If you can’t host events, you can still attend them. Look into local farmers markets, art marts, and other events to sell your food and get your name in front of more customers.
7. Explore Unique Cuisines
There is absolutely nothing wrong with a classic club sandwich or B.L.T.. However, having standard menu items with great ingredients alone may not be enough to attract new business.
Stand out from the crowd by exploring unique flavors and cuisines. Draw on what’s popular in your local area and use your POS system to see what items have resonated in the past. If you need more inspiration, reach out to local farms and food producers to explore sourcing some unique ingredients.
Also, unlike a chain store that’s expected to have the same things year-round, don’t be afraid to change your menu with the seasons.
8. Survey Your Customers
Using technology to reach out to and understand your customers is great, but sometimes a straightforward approach is best.
If you want to know what your customers like and dislike, try asking! Use a tool like Google Forms to create a feedback questionnaire about the store, the menu items, the staff, and other comments.
You can also create polls on social media or other channels to get honest, direct feedback.
Even if you’re not soliciting responses directly from customers, there’s still a lot to be learned by looking at what they’re saying. Periodically browse online reviews and social media to see if any items are consistently listed as favorites or if any parts of the customer experience are frequently talked about.
This will help you focus on your biggest strengths and weaknesses, so you can find areas for improvement.
Use the Right Tools To Stand Out and Become a Local Favorite
Your biggest strength as a local deli is your commitment to exceptional ingredients and food. Your marketing should be a natural extension of that, not an artificial face you put on to trick people into your store.
Think of marketing as an amplifier. It takes what’s already great about your deli and helps it reach more people.
However, marketing alone will not guarantee success. Your deli must also deliver the convenient and personalized experience your customers expect.
Markt POS is a solution tailored to help small, single-counter delicatessens and food markets delight customers and stay competitive. With features like customer loyalty, SMS marketing, flexible discounts, and pre-built reports, Markt POS gives you the tools you need to become a new local favorite.
Schedule a customized demo today to see how Markt POS can improve your marketing and customer experience.
