The F&B future's bright, the F&B future's Facebook

Whether negative or positive, comments matter and social media is the quickest way to get them, agreed a group of panelists at this year’s SIAL Middle East exhibition in Abu Dhabi.

As today’s diner becomes more technologically savvy, businesses are desperately trying to look at new and better ways to adapt and reach markets.

“Online production is growing in the hospitality industry,” said Ankit Garg, e-commerce manager of the InterContinental Abu Dhabi.

“Businesses must be engaging and consistent,” he added, addressing the audience at the discussion on Social Media Strategies for Restaurants and F&B Businesses.

Garg was joined by Tiina-Maija Bergman, managing partner of Table4ME, a provider of table reservation and restaurant management software, to zero in on challenges and benefits of a more connected industry.

The discussion, which was facilitated by Ian Ohan, GCC developer for NKD Pizza, focused on three different elements of social media success for F&B businesses: consistency, interactivity, and credibility. Ohan noted that much of NKD Pizza’s social media triumph is a result of consistency within the brand in combining the personal tone of its two founders throughout its Web site and Twitter feed.

Garg pointed out a schedule of an hour or two each day to respond personally to tweets and Facebook posts on behalf of the InterContinental, to increase interactivity between customers and the brand.

Finally, Bergman stressed the need for credibility in listening to positive and negative feedback from customers via social networks and using it to improve business practices.

“Even if you are not on Facebook or Twitter there are still people there talking about your brand whether negative or positive,” said Bergman. “So you might as well be there, too.”