Earlier this week Joe and I went to Pancheros to grab a burrito. I had not been in several months, I love the food but Pancheros is a ten minute walk from IZEA and normally isn’t top of mind. When I returned to the office I tweeted about my burrito and was amazed when somebody at Pancheros quickly responded to me.
Obviously Joel at Pancheros understands the power of Twitter. He is probably using Twitter search to identify people speaking about their company then responding in real time. I loved that he reached out to me and followed me, so much so that I have returned to Pancheros two more times this week, spending $20 in additional food and beverage. I want to praise Joel and Pancheros for their use of Twitter, but challenge them to think bigger.
Imagine this. It’s January 1, 2009. Joel just tapped me on the shoulder to consult with Pancheros on a social media strategy (which I don’t do). My first order of business… Twitterize everything.
Get Employees On Board
I told both the cashier and the owner of my local Pancheros that I tweeted about Pancheros and they both had no idea what the heck I was talking about. Pancheros should encourage these people to participate in Twitter and enlist them to help spread the word while at the restaurant.
Spread the Word
It’s great that Pancheros is on Twitter, but I would have never known it. I just so happen to tweet about them and be followed back. If they are going to be on Twitter they should make a commitment to promoting it now, while Twitter is still relatively young. Don’t let McDonalds or Burger King “eat your lunch”. Connect with the early adopters and they will create a snowball of followers. Make it clear you are on Twitter, don’t make your fans seek you out or stumble upon you.
Pancheros has big screen monitors broadcasting irrelevant cable television programming to their customer base. Why not turn those into Twitter search feeds, showing everyone the conversation around the Pancheros brand and the food they love so much. Seeing the conversation will encourage people to participate and drive free brand exposure on a massive scale.
Drive Demand Through Special Offers
Pancheros should use Twitter to tweet out special offer codes for Panchero followers. I would suggest doing these tweets a couple times a week, around lunch and dinner. If they tweeted out “come to @pancheros in the next hour and mention promo code TACONOW to get 20% off a taco” I would be there… a lot.
Embrace The Twitter Community
How about holding a Tweetup with free or discounted product at Pancheros in each city they have locations. Perhaps people could get a free taco by Tweeting out a phrase like “@pancheros hooked me up with a free chicken taco at the Orlando tweetup”. Utilize the network effect of Twitter to spread the word at low cost.
Tweet and Mortar
Pancheros and other businesses with a physical location have an incredible opportunity to integrate Twitter in everything they do. Those that move first and build an army of followers now will have a distinct advantage over their counterparts that arrive late to the game. Joel is heading down the right path, I hope he can get senior management to see the bigger picture and be the first fast food chain to embrace Twitter in this way
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