Lucha Cantina|The Growth of Online Ordering|DH031 - a podcast by Shawn Walchef

Since the start of the COVID-19 pandemic, Joshua Binning’s Lucha Cantina restaurant, staff and community have all seen life turned upside down.

Operating in Rockford, Illinois, a town of less than 150,000 residents, the restaurant owner has a pulse on the people and a relationship with the government. Because of this, Joshua Binning linked with community leaders and industry peers to discussion solutions to the dire times.Joshua Binning is not afraid to share his feelings. He’s also not afraid to share his ideas.

“Rockford isn’t a huge town, so we all kind of know each other,” says Joshua Binning on Cali BBQ Media’s Digital Hospitality podcast. “Because of relationships we’ve built in the past, the mayor reached out to us and five other restaurant owners on Zoom for input. That’s the type of stuff you can’t put a price on. We’ve worked a long time to have that voice now and it’s really nice to have it.”That voice may be heard by local officials, but it’s felt by local residents. Active on social media with a variety of content on a plethora of online platforms, Joshua keeps it real with his customers because he realizes community is built on honesty.


“It’s okay to ask for help and it’s okay to be transparent with your guests,” notes Joshua to Digital Hospitality host Shawn Walchef. “I think the customer appreciates that honesty. My guests aren’t just giving me money right now, they’re giving us emotional support.”“Being transparent and asking them for that grace is appreciated because they want us to grant them grace for showing up in pajama pants!”

During the 2020 coronavirus pandemic, Joshua saw both sides of that when the loyal lovers of Lucha Cantina all came piling into the restaurant at once.“When the stimulus checks came out so did twice the amount of our customers,” says Joshua Binning. “Our customers had to wait twice as long to get their food and it was embarrassing.”

A problem? Maybe. An opportunity? Definitely.“We had forty cars out there waiting, so I went window to window to talk to our customers and have the conversation.”

A day some would call a loss, Joshua looks at as a lesson.“This is the best time ever to be front and center,” Joshua says in regard to connecting with customers both curbside and online. “Get your face out there so when you mess up you can be right there to take it on the chin right in front of your guests.”
Staying Social Online:These days, Joshua Binning and his restaurant staff aren’t seeing their regular customers day-in and day-out or face-to-face like they once did.

Still, the restaurant owner is putting in the effort on Lucha Cantina’s social channels to keep the community and the buzz alive.“I want to be able to tell the story of right now,” Joshua Binning says. “I don’t want to miss the opportunity to grab those moments.”
So, how would Joshua recommend winning on social media both now and in the future?Joshua Binning’s tips to social media success for your restaurant:

Create – It’s that easy! Joshua tells us that putting something out there is better than nothing and that it will always improve. Perfect is the enemy of done, get to posting.Make It Mobile Friendly – People are on cell phones more than ever. Joshua notes that even 75% of his website’s traffic comes from a mobile device. Make sure your website and channels are all mobile friendly.Stop the Scroll – We can all mindlessly like posts, but what type of connection does that build? Joshua is rolling out video on different platforms to stop the scroll and convey experience with his guests.
Don’t Oversell – Hate clickbait and endless promos? So do your followers. Every post doesn’t have to be attached to selling something, it’s often much better if it’s not. Social is more about building brand and community than revving up the bottom line.Diversify Your Content – Just because you own a restaurant doesn’t mean every photo has to be of food. In fact,

Further episodes of Digital Hospitality: A Cali BBQ Media Podcast

Further podcasts by Shawn Walchef

Website of Shawn Walchef