What does Facebook's name change mean for restaurants?

Facebook is planning to rebrand itself and change its name.

The rebrand is happening at a time when Facebook is facing scrutiny from lawmakers, regulators and users over its content moderation and links to scandals including the US presidential election, the Capitol riots, the UN citing Facebook’s role in Myanmar’s genocide, and the recent whistleblower accusations of “growth over safety”.

Facebook’s name change won't be anything new for a company struggling with a less-than-desirable reputation. Even Uncle Ben’s changed names to Ben’s Original in 2020 to be more inclusive and less racist.

The move would place Facebook as another brand under the parent company. It would sit next to other apps such as Instagram and WhatsApp.

Will you even notice if Facebook changes its name? Probably not. But it is a wake-up call to any restaurant relying heavily on the social media platform for marketing and advertising.

According to The Verge, Facebook wants to “transition from people seeing us as primarily being a social media company to being a metaverse company.”

The metaverse may sound like something from Marvel, but it’s a future that FB wants to bank on.

The metaverse refers to shared virtual environments accessed via the internet. It can also refer to digital spaces made by virtual or augmented reality. The metaverse also includes gaming worlds… like those in Fortnite.

Will your restaurant need to enter the metaverse? Unless your restaurant plans to host events and wine tastings in Misty Meadows (yes, we had to look that up), Facebook’s name change shouldn’t affect your restaurant at all.

And as long as people continue to need actual food and crave real-life guest experiences, the name change will be nothing more than an attempt by a $945.47 billion company to run from its mistakes.

Take Facebook’s move as your chance to focus your market efforts elsewhere.

Social media is important for restaurants because word-of-mouth marketing works. Instead of Facebook, look at Instagram and Twitter to connect with your guests. And don’t forget the power of email marketing and newsletters. This lets you personalise correspondence and is more effective than other types of digital marketing.

For restaurants and bars using Facebook as a way to list contact information, check out Google My Business instead.

So what’s best for your restaurant? Should you drop your Facebook account or ride out the storm and see what happens in the metaverse?

The answer is… it depends. Do you actively connect with guests on the platform? Do people find your reservations link through your profile? If yes, then keep it. If not… you have a decision to make.

The good news is that whatever social media channel you choose, Superb's Guest Experience Management platform (GXM) is where the work really happens.

Think of your social media channels as highway markers that point your guests to our all-in-one platform. Here you keep reservations, gift cards, prepaid tickets and event information... in one place.

Using Facebook is like trying to build your restaurant on borrowed land. You don’t own the guest data and have no control over who else is accessing it (one of FB’s biggest problems).

Working with Superb, you’ll own and have full control over your guest data. You'll be able to personalise guest communication and cater to the exact wants of each guest.

And you can do that without virtual reality or fear that we’ll change our name in a few months. 

*Originally written for Superb