Why Restaurant Operators Should Pay Attention to Instagram's New "Order" Sticker

As noted by Mashable, Instagram is experimenting with features that will upgrade its advertising efforts. In doing so, the company has added a new "order" sticker in addition to other sales-focused features that influencer Matt Navarra shared with users on Twitter.

Navarra recently shared a screenshot of the "order" icon which appears in the Instagram Stories along with the other interactive features such as location and GIFs. The "order" icon includes a green dollar sign suggesting it will somehow play a role in sales. In the past, Navarra has shared snapshots of unreleased features, including the "product" sticker in as seen in Instagram Stories.

While Instagram has yet to release more details on the purpose of the order sticker, a spokesperson clarified that the company is not testing this feature and it should not be considered as a method of in-app purchasing. Although Instagram regularly experiments with different features, not all of them end up launching.

However, the company has made it clear that it is a priority to monetize Instagram Stories to boost its advertising efforts. Mark Zuckerberg stated that advertising will be a primary source of revenue for Instagram and that commerce and shopping look promising. Thus expanding the social app's features will be pivotal to Instagram's success.

Instagram recently introduced an additional feature playing a part in sales. The "checkout" option allows users to make a purchase from the Instagram app, instantaneously. Previously, users were redirected to the retailer's site upon completing a purchase, where users are more likely to abandon their shopping carts.

These additions demonstrate Instagram's growth and commitment to providing new applications that will optimize sale efforts. How the new order sticker will play out for restaurant owners is uncertain, but given Instagram's considerable influence over consumer decisions, restaurant operators should take notice of these additions.

Your Brand Should Be a Who, Not a What

On this episode of On Foodable Weekly, host Paul Barron sits down with Nicole Aylward, the director of Marketing at Rockit Ranch to talk about how restaurants are using technology to improve their their digital presence. Rockit Ranch is a restaurant group with a number of different venues, based in Chicago.

Aylward begins with social media and the importance of having the brand's voice match up on different platforms. Facebook and Instagram are a massive part of modern marketing strategies. At Rockit Ranch, pushing out the brands message is not the job of one marketing manager. Aylward explains that operators, chefs and other staff are all trained to talk about the brand in a way consistent with its personality.

“So each one of them have a personality whether it’s female or male, what they might wear, what they might do and eat and see and experience,” said Aylward.

Check out what else they’re doing at Rockit Ranch by watching the episode above!

 
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