Create a fan base… then listen to it

The Last Word

Scott Johnson

Toro Toro Toro Inc. | Milwaukee
Industry: Restaurants
Locations: BelAir Cantina: Milwaukee, Wauwatosa, Oak Creek, Brookfield, Madison; Finks: Milwaukee

Milwaukee-based restaurant group Toro Toro Toro Inc. recently opened its sixth BelAir Cantina location in Madison, its first location outside the Milwaukee area. Co-owner and partner Scott Johnson says the business uses social media to cultivate loyal customers.

Scott Johnson | Co-owner, partner
Credit: Lila Aryan Photography

“BelAir Cantina restaurants were built through the creation of a loyal fan base, supported largely by social media. With individual Facebook and Twitter feeds for each location, we gain invaluable insight into what our customers like, don’t like and want to see more of. By being super responsive to their posts and engaging with them frequently, we give our followers a reason to keep coming back to see what’s new, and that makes them true insiders. Our followers know what is happening with our brand almost at the second it hits the restaurant.

“When we began to explore expanding the brand into a new market, our followers were the ones who told us where to look. Using Google Analytics, we were able to see that a large percentage of Google searches were coming from the Madison area.

“When we launch a new menu item, we gauge the reaction through sales and feedback on social media and we build on it through special promotions. We partner with like-minded charities and businesses that complement us. Then, we further engage them through our social media channels. We stay true to who we are, use our customers’ feedback to make the BelAir experience better, and they literally eat it up.”

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