As a restaurant operator, you have to wear many different hats, even if the responsibilities you take on are not within your expertise. Writing is one of those tasks. It can be intimidating to write something customers find interesting, whether it be creating a new email campaign or a website’s About Us section.
However, the about page on your site is particularly important for online visitors. Customers are naturally curious, and not just about your menu. An about page tells the story of a business, highlighting what makes a restaurant unique. Everyone loves a good origin story!
Menufy builds free brand-based online ordering websites for our restaurant partners, including an About Us section. Our associates, such as Erin Trampel, a senior graphic designer, have experience helping our clients highlight interesting and informative content to include on their websites.
“An About Us section helps your customers connect more with your restaurant and grow an attachment to it,” Trampel explains.
The Benefits of a Compelling About Us
1. Branding & Loyalty
Restaurants with strong branding—including their logo, images, and "voice" or writing style—often have strong customer loyalty. Customers want to learn about your restaurant and feel connected to your story. And customers who are connected are more likely to come back.
Trampel has noticed that customers are more likely to try a restaurant again after one "bad" meal if they have an attachment to the restaurant.
Connie’s Cookies uses their About Us section to thank their customers and build rapport.
2. Attract New Customers
After exploring your menu, a new customer will want to know what makes your restaurant special. The About page can highlight the unique details of your restaurant, menu, and staff, making customers feel connected to your story.
3. SEO
Not only are customers looking at your website, but search engines are looking too. Search engines are constantly scouring the web for content and ranking the pages they find in order to provide the most relevant content to users. Many factors play a part in how your restaurant's page will rank, but the most significant factor in search engine results is the overall credibility of a website. A well-written About Us section plays a crucial role in adding credibility to your page.
What to Include
In your website About section, you should include anything that makes your restaurant stand out from your competitors. What makes you unique? Have you been around for generations, is your food completely vegan, are your recipes handed down from your grandmother? Find something that makes you stand out and helps customers connect with your food.
Adding your unique background story will help customers feel connected to your restaurant.
When writing an About Us section, include information that you think your customers will use when searching for food in your general area, such as your location, cuisine type, and restaurant name. If you are known for a specific dish, it can also be helpful to include the name of that dish.
“If you are searching for Indian food in Kansas City, you will often search for either 'Indian food near me' or 'Indian food Kansas City,' so include both the terms 'Indian food' and 'Kansas City' in your About Us section,” explains Trampel. By including these terms, your restaurant has a better chance of appearing higher in search results.
Danny Edwards describes why their food stands out in a town known for BBQ, without mentioning competitors.
What to Avoid
Your About Us section should be all about you and your restaurant. Refrain from talking about your competitors or other companies in general. Trampel suggests that “it's also a good idea to keep the About Us from getting too long. Try to stick to one or two paragraphs.” If your story is longer than a couple of paragraphs, try putting the most important information in the beginning.
Final Thoughts
Writing an About Us story doesn’t have to be stressful. Share your history. Share what makes your food noteworthy. Just remember to be authentic. Customers will easily connect with an authentic story, making your restaurant stand out from the competition.
ABOUT THE AUTHOR
Melissa Dimmitt, Marketing Communications Coordinator
Melissa began her digital marketing career nearly a decade ago at a restaurant group. She worked with restaurant managers and executive chefs while coordinating seasonal menu releases, executing photoshoots, and creating fresh digital content.