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HomeTHE HOTTEST TOPICSAll things to all peopleDouble Trouble: Burger Burger’s Mimi Gilmour on omnichannel

Double Trouble: Burger Burger’s Mimi Gilmour on omnichannel

Last year you said you had a no-queue app in progress called ‘Waitless’ that would allow customers to log in from anywhere, check wait times for your restaurants and get in the queue without standing in line. How’s that progressing?

It’s coming along really well! We’ve been doing soft trials of it in our restaurants and will launch it publicly once it’s ready. We have some really amazing advisors from the tech space who are helping us develop it and we are learning a lot along the way. Waitless is its working title, so keep an eye out for the new name when it launches.

Which is the most important social media channel for Burger Burger and why?

All of our social media channels – Instagram, Facebook and Snapchat – are really important to us for different reasons. One of the key things about communicating on different platforms is the need to create unique content that suits the channel it’s on. We still might share the specials across all three platforms and when suitable, we also will use one platform to highlight another (such as our Jazzy Jobs videos that we run on Facebook but tease on Instagram) but each of the three outlets also has curated content that has been created especially for it. Day to day, we use Instagram a lot. Being image-driven, it’s a brilliant way to showcase our dishes and new specials. We use Facebook to share videos, articles and images that we think our followers will like or find interesting. On Snapchat, we can be really cheeky and have a lot of fun because of its youthful feel.    

Are you on Snapchat? If so, what’s the benefit of being on there and what kind of things do you post?
 

We are on Snapchat, which is currently the fastest growing social platform in New Zealand. One of the key goals for our business is to be the most inspiring place for under 25s to work in New Zealand by 2025 and 71 percent of Snapchat users are under 25. It’s therefore a really important channel of communication for us. We post everything, from behind-the-scenes videos to competitions. Because Snapchat skews so young, it’s a great place for us to showcase our playful voice.

Is there an overriding theme to what you post to your audiences on social media? How is it decided what will work and what won’t? 

We definitely have a voice and that was developed really organically. We also are really consistent about the style of images we post. However, one of our most successful campaigns that is very close to our hearts is our #regramfromafan. Our company’s purpose is to ‘Make people lives just a little bit better everyday’ and for us, our customers sharing what they love with their friends is just heaven – we couldn’t say it any better. When you look at our Instagram, you can see how everything ties together nicely. Aesthetics are important to us but so is genuine content. 

Do you ever get customers trying to order from you on social media? If that happened, how would you handle it?

We haven’t yet but the benefit of social media is the ability to interact with people. If someone tried to order from one of our social platforms, we’d just instantly respond and guide them to our website for online ordering. That’s the other thing about social media – to run it effectively, you have to commit to responding and engaging.  

This story originally appeared in NZRetail magazine issue 744 June / July 2016

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