Promoting your restaurant as an LGBTQ-friendly establishment can be a powerful way to demonstrate your commitment to inclusivity and attract a broader customer base. With Google allowing an ‘LGBTQ-friendly’ tag for your business’ description, asserting your restaurant’s values has never been easier. However, be warned against making it a marketing ploy.
At the end of the day, it isn’t that simple. With diversity and inclusivity becoming more politically-infused subjects, carefully consider what your business values are before incorporating your beliefs into your brand. Here’s what to keep in mind.
Why market as LGBTQ-friendly?
As with any stance, positioning your restaurant as an LGBTQ-friendly venue allows your customers to better understand your values and strengthens the branding of your dining establishment. In particular, advocating for inclusion and diversity at your restaurant instantly signals your commitment to welcoming all diners, regardless of their gender identity or sexual orientation.
It also helps to position your business as a progressive and community-oriented space. Besides, from a business perspective, the LGBTQ community represents a growing market segment, with significant buying power. So by adding a tag on Google, you can instantly stand out from your competition and tap into this market segment even when customers are unfamiliar with your restaurant.
Going beyond the Google tag
If you are dedicated to incorporating the LGBTQ element as part of your branding, the Google tag alone will not do the magic. Here are a few things to add to your list to ensure well-rounded effort and consistent results:
Create a welcoming atmosphere in-house
Creating a safe and welcoming environment is simply a must. Focus on front-end staff training to ensure that all guests feel respected and valued. From avoiding any assumptions with regards to gender and relationships to using inclusive language to address the guests – these play a crucial role in upholding the LGBTQ standards.
Beyond that, review your own hiring practices to ensure that the same values and principles are guiding and protecting your current and future employees. Your HR policies will only help to further the impact and build a more holistic LGBTQ stance across your team.
Embrace new connections
Collaborate with local LGBTQ groups to host events or fundraisers. By engaging with the community, you will be able to create meaningful connections and elevate the LGBTQ values you are trying to assert. Plus, there’s no better way to draw in new loyal customers through your doors.
Consider hosting community events, sponsoring initiatives, or even come up with your own themed gatherings such as drag shows and pride-themed brunches. This will also help to build up your emailing list for the future campaigns!
Engage regularly
Take note of important dates associated with the LGBTQ community and make sure that your restaurant honours those consistently. For instance, during Pride Month, celebrated in June, you can focus on creating themed menus, appropriate decorations, or even lure new faces with special promotions and restaurant gift vouchers. However, ensure these efforts go beyond performative gestures and instead, demonstrate long-term commitment that’s not limited to one month a year.
Lead with transparency
Adding a tag on Google is certainly a start, but don’t forget to also advocate for your stance on your website and social media too. Actions like displaying a small rainbow flag can also subtly signal your support and create a clear message across all platforms. This element can also be integrated as part of the email campaigns to further solidify your values amongst your audience.
Encourage feedback
Don’t forget to check in with your guests! Incorporate a feedback form to send automatically to your restaurant guests after their visit. Once filled out, it will give you first-hand insight to evaluate your efforts, as well as identify any gaps in your LGBTQ-friendly approach. This is also a great way to identify any events that would be appreciated by your target audience to improve your future campaigns and entertainment selections.
Maximise reservations with Tableo
Ready to welcome the LGBTQ community through your doors? Tableo is here to help!
From adopting a website widget for direct bookings, to provisioning an essential integration with Google for speedy reservations directly via Google Search and Maps, you will never struggle tapping into your new market segment.
Get started today by creating your free account on Tableo!
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Hanna Yerega is a freelance copywriter and a powerhouse on social media, where she combines her knack for compelling writing with a masterful grasp of digital platforms. Known for her exceptional organisation skills, she handles multiple projects with unparalleled precision. Hanna is deeply passionate about not-for-profit initiatives, using her talents to amplify their messages and drive meaningful engagement.
