By Max Milano (Travel Writer & Digital Marketing Guru)
Food is a religion in Spain, and perfectly prepared seafood, rice dishes (paellas), and embutidos (jamón Ibérico) represent the Holy Trinity of coastal cuisine among the top-end restaurants along the Costa Blanca.
Restaurant owners on the Costa Blanca know their trade well and offer top-notch food and service, often boasting a loyal local following. However, challenges do arise when their local slice of coastal paradise becomes a haven for tourists and expats from northern Europe (and more recently North America), who may or may not be familiar with the local cuisine’s more “traditional” aspects.
It’s no secret that a short stroll along the restaurants of the Costa Blanca’s resorts and villages that are most popular with northern European tourists and expats (cough, cough Altea, cough, cough Denia, cough, cough Calp, and don’t get me started on Benidorm) will reveal a steady flow of pizza places, Argentine grills, and gelaterias, but hardly a Valencian arrocería in sight. Like coral bleaching, the success of the most beautiful villages along the Costa Blanca often comes with the death of local cuisine in favor of more “international” options. And you can’t blame the restauranteurs; they must pay rent and their staff, and if the current batch of northern European tourists and expats prefer pizza, French fries with mayonnaise, and gelato over paella and grilled fish, then that’s what they get.
Catering to tourists’ tastes and preserving local cuisine has become a balancing act in which local cuisine often loses. Unfortunately, this comes at a high cost for locals and visitors alike, who now struggle to find great local food prepared the traditional way. If you are a restaurant owner or manager who wants to promote the local culinary heritage to northern Europeans but wants to avoid being labeled a tourist trap, how do you do it?
Stick With Your Formula
Say you run a high-end traditional restaurant on the Costa Blanca, and locals appreciate your cuisine, then your job as an entrepreneur is to educate expats and visitors about the local cuisine by showcasing the best of the Costa Blanca’s culinary heritage on your menu. Stick to your guns and don’t change the menu for tourist-friendly items, no matter the financial pressures (easier said than done, I know, but if you build it, they will come, and if you build it well, they will come even more).
But How To Persevere?
Create Audiovisual Content
Channel your inner Anthony Bourdain and create engaging content about your restaurant. Invite chefs from the UK, Netherlands, or New York to appreciate your restaurant and talk it up back home. Showcase the preparation of traditional dishes and share the stories behind the recipes and ingredients. WhaleSocial’s digital marketing agency can help you produce videos that showcase your top culinary hits.
Focus On Local Ingredients
Focus your message on respect for local ingredients, prepared simply to ensure the local fish, shrimp, or jamón shines. Highlight the unique qualities of your ingredients and why they are best enjoyed fresh and locally sourced.
Elevate Your Service
Foreign guests often expect a higher level of service, especially from top-end restaurants. Hire English speakers with a flair for customer service and a deep knowledge of your menu. Provide training on the cultural expectations of your guests to ensure a memorable dining experience.
Keep It Seasonal
Highlight what ingredients are best and when. Seasonal menus not only keep your offerings fresh and exciting but also emphasize your commitment to quality and authenticity.
Collaborate With Local Wineries
Work with local wineries to offer a varied but localized wine menu. Make sure your sommelier visits local wineries to highlight the best wines for the season, creating perfect pairings for your dishes.
Partner With Local Producers
Partner with local fishermen and producers to highlight a particular ingredient in season. This not only supports the local economy but also ensures you get the freshest and highest-quality ingredients.
Engage With Influencers and Travel Agents
Invite tour operators, travel agents, and influencers to try your restaurant and report back to their clients and followers. Create your own content for YouTube and other social media platforms to spread the word.
Enhance Your Decor
Work on your decor. Rustic is good, but unclean is not acceptable. Ensure your restaurant reflects the high standards of your cuisine with a clean, inviting, and stylish environment.
Advertise Strategically
Run banner ads and editorials in northern Europe and the USA foodie publications. Utilize paid social media campaigns (Facebook, TikTok) highlighting your best seasonal dishes. Run PPC Google ad campaigns to attract a steady flow of reservations throughout the year.
Build Partnerships With Hotels
Work with high-end hotels and educate their concierges on how to recommend your restaurant. Offer special deals or incentives for hotel guests to encourage them to dine with you.
Promote Special Occasions
Run PPC and social media ads to promote your restaurant for destination weddings and special occasions. Highlight your ability to create memorable events with exquisite food and impeccable service.
Join Culinary Festivals
Join local culinary festivals to promote your seasonal dishes. This not only increases your visibility but also showcases your commitment to the local food scene.
Refine Your Branding
Work on your branding, logo design, menu design, and even your restaurant’s name to ensure it reflects your culinary vision. A strong brand identity helps communicate your values and attract the right audience.
Leverage Digital Marketing Agencies
Work with digital marketing agencies, like WhaleSocial, which specialize in helping local high-end restaurants produce great videos and run social media and PPC (Google Ads) campaigns. This will help your restaurant attract the right customers. An agency like WhaleSocial will provide valuable insights and create digital marketing strategies tailored to your specific needs.
Create Seasonal Events
To further enhance your marketing efforts, consider these seasonal strategies:
Host Cooking Classes and Workshops
Offer cooking classes and workshops focusing on traditional Costa Blanca cuisine. This interactive experience will attract food enthusiasts and provide them with a deeper appreciation of your culinary heritage.
Create a Loyalty Program
Develop a loyalty program for frequent visitors, offering discounts, special menus, or exclusive events. This can encourage repeat business and build a loyal customer base.
Collaborate With Local Artists
Partner with local artists to display their work in your restaurant. This not only enhances the ambiance but also supports the local art community and creates a unique dining experience.
Organize Food and Wine Pairing Events
Host special food and wine pairing events, featuring local wines and seasonal dishes. These events can attract wine enthusiasts and provide an opportunity to showcase your culinary expertise.
Use Email Marketing
Build an email list and send regular newsletters featuring seasonal menus, upcoming events, and special promotions. Email marketing is a cost-effective way to keep your restaurant top of mind for both locals and tourists. Whale Social can provide email marketing strategies specially tailored to your restaurant.
Engage With Food Bloggers
Invite food bloggers and critics throughout the year to review your restaurant. Positive reviews from reputable sources can significantly boost your restaurant’s reputation and attract new customers.
Offer A Unique Dining Experience
Create a unique dining experience, such as a chef’s table or themed nights focused on a particular seasonal ingredient, to differentiate your restaurant from others. These exclusive events will generate buzz and attract food enthusiasts.
Use Customer Feedback
Encourage customers to leave reviews and provide feedback. Use this information to continuously improve your service and offerings, ensuring you meet the expectations of your diverse clientele.
Engage in Community Events
Participate in local community events and sponsor local initiatives. This demonstrates your commitment to the community and can enhance your restaurant’s reputation.
By combining these strategies with a strong commitment to preserving your culinary heritage, you can successfully market your high-end Costa Blanca restaurant to foreign tourists without losing your culinary credibility.
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