The Sunday News
Peter Matika, Senior Life Reporter
BEFORE Hut Me Luv Grill House hands over the password to its coveted social media accounts, members of its marketing team constantly have to revert to their usual tasks — grilling and flipping burgers.
Nestled at Hillside Shopping Centre in Bulawayo, newly established Hut Me Luv Grill House aims at being different.
The establishment is working on establishing a strong social media presence, which will be its ideal weapon in attracting customers, as well at keeping rivals at bay.
Hut Me Luv is just but one of the few fast food outlets in the city using social media for more than just promoting new menu ideas and value to customers.
It is developing a unique online persona to engage with customers, as well as fight to remain relevant in the restaurant business.
“When you consider the various elements a business has with customers, social media is one of the biggest outward faces we consider as a brand, more than just a simple website,” said Zinhle Singene the establishment’s manager, adding that even when the business closes for the day, their social media accounts remain active.
But there’s an art to setting the right tone, to being funny and not overstepping boundaries.
If you do it right, the upside is huge, and it can level the playing field against bigger rivals.
For Hut Me Luv, a few hours on the front line of the restaurant, particularly during the late afternoon shift on weekends is the best way for the team to familiarise itself with the brand’s customs and customers.
“We want to establish a one-on-one and reputation for drawing in foodies. A lot of brands see social media as a tool or medium that is very fast paced. We want to be one of the first or rather few fast food places to embrace social media as a platform to magnify our unique voice,” said Singene, quirkily adding that Hut Me Luv takes its food quality very seriously, but doesn’t take itself seriously.
“We are tongue in cheek, except when it comes to quality,” he said.
He said they wanted to be at the forefront of guerilla marketing tactics on social media, where it would use its competitors’ promotions as make a statement.
“Our social media voice will be about talking with our customers. We want to have conversations that people have on social media,” said Singene.
Hut Me Luv opened about a month ago and is seeking to set up its presence in the field and will use any force available.
“We all will be monitoring the feed and are allowed to post freely, as long as it doesn’t hurt the customer.
There are four employees, all in their 20s who are responsible for posting and writing messages on their social media pages.
“We help each other to craft messages. No one is an expert, we love to be collaborative and it unifies us, we are a family,” said Singene.
So far the restaurant offers a sumptuous menu, in a relaxed atmosphere.
They attract a multi-racial crowd, as well as a child friendly environment.
“We want to create an atmosphere that will be conducive for everyone,” said Singene.
