Local SEO gives the advantage to SMEs and not Mcdonalds

 

Whether you're more of a classic cheese burger or a vegan tofu burger, there's something for everyone. In recent years, it must be said that burgers have been popular. Between January 2004 and July 2019, the number of searches for the word "burgers" increased at least tenfold in the United States , Canada and Australia . During the same period, the number of searches in the United Kingdom has multiplied by about five.       

 The only English-speaking country studied that is not affected by this general increase is India , but this country has an extremely different culinary culture and almost half of its population is vegetarian. It would be interesting to see if the number of searches for the term "burgers" will increase in the years to come with the arrival and generalization of new varieties of meatless burgers. 

 Despite this worldwide craze for burgers, McDonald's, one of the icons in the field, has seen its recipes decline for several years . You may be thinking that the brand is losing its customers to one of its competitors, Burger King for example. However, be aware that even if McDonald's lost half of its revenue, the chain would remain the biggest seller of burgers in the world. Burger King and the others therefore still have a lot of progress to make before reaching such a level.   

 We could also attribute this decline to the management of the company, to the arrival of screens to order or to that burger and those McDonald's fries on display in Iceland and barely broken down when they date from 2009 . 

 These factors may have played a small role, but you should know that today we live in a much different time than a few years ago and an established brand like McDonald's can do whatever it wants. , it is unlikely that it will achieve growth figures similar to those it once had. A recent study by Nielsen indicates that 92% of global consumers do not see themselves as being loyal to brands . The modern consumer is no longer satisfied with the big brands of the 1990s. He wants more than that, he seeks to live an experience and turns to local businesses. 54% of consumers try to buy mainly local  . Consumption habits have changed and we have developed a new food culture: today we give more importance to personalization and the local and we no longer want to eat bread that once contained chemicals. used in the manufacture of yoga mats. .     

 The death of big brands 

 If people who do a Google search for the term "Burgers" don't go to restaurants in big fast food chains, where do they go? The answer to this question is simple: even in small towns, there are usually one or two local restaurants that offer great burgers. Local businesses have been successful in taking advantage of the shift in consumer values. 

 We want local 

 A recent study by Deloitte on the food of the future identified two key growing demographics: consumers concerned with eating ethically and consumers concerned with the environment and well-being. These two groups of consumers pay particular attention to the origin and composition of their food. They still want to eat out, but they want a more personalized experience and they want to support local businesses. They still want burgers, but they are interested in organic meat and vegetarian options. These consumers are creating a " demand for locally produced and prepared food, which is driving the emergence of thousands of small restaurants.Small local businesses are indeed better able to meet their requirements and preferences because they are more connected to their local community and because consumers are willing to pay more for their products.  

 An advantage for SMEs 

 Even if the big fast food chains want to capture this new and growing market, it will take years before they can successfully reform their supply chain. In addition, the quality and freshness of food expected by consumers will automatically lead to an increase in prices, which could scare away their current customers who are very attentive to their wallet and much less to the composition of the food. SMEs are much more flexible and therefore have better adaptability, which is why they can quickly and effectively join the current trend. 

 New technologies  

 If consumers consume and buy more locally today, it is also partly because of the evolution of technology and the internet. Before the advent of GPS on smartphones, most people relied on major shopping streets when looking for a place to eat. The rents in these streets are generally very high, it is impossible for small businesses to set up in this location. Smartphones have given us access to all parts of the city, which has enabled small businesses on less busy streets to attract customers as well. 

 The emergence of local SEO has also helped these companies to introduce their products to new customers who were totally foreign to it and to build a solid reputation with their local community. Online directories and review sites like Yelp and Tripadvisor have given consumers the courage and inclination to try new things, which of course doesn't benefit the big chains: your Big Mac. will be the same no matter where you go.  

 The decade of SMEs 

 Things are clear now, it's not all McDonald's fault. The change in consumer habits and values, as well as the evolution of digital marketing over the past 10 years have completely transformed the landscape of the restaurant and hotel industry. Thanks to local SEO, small businesses can now be successful even if they are not on the main shopping streets and, thanks to review sites, consumers are no longer afraid to try new restaurants or new products. Smartphones have made us adventurers and reckless explorers. We want to live experiences, consume quality products and create connections. This decade is more than ever the decade of SMEs! 

 

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