The lockdowns are not only causing a tough time financially for Michelin restaurants. On social media, chefs are also having a hard time keeping things in order. NXTLI shows how the restaurants that have survived are performing on digital, in the still ongoing second lockdown.

Michelin star list leaked

March 27, the 2021 Michelin stars list is accidentally announced. Due to a technical glitch in the Michelin app, 10 chefs are being made happy early with their first Michelin stars (Ouhajji, 2021). An analysis of digital achievements of these chefs will follow in a subsequent update.

Large portion of Michelin restaurants inactive on socials

NXTLI's analysis shows that since the second lockdown, Michelin restaurants have found it challenging to stay active on social media. There are restaurants among them that do not post at all on at least one of their social media channels, such as two-star restaurants Sabero and 't Nonnetje, for example.

Furthermore, Spectrum, de Groene Lantaarn and 212, all three in the top 20 of the Top 100 Tasty 2020, are leaving Facebook completely ignored. As a result, people don't know what these restaurants still offer in corona time, which can raise questions about takeout and delivery options.

Staying engaged with followers is crucial in this day and age, both financially and for image. Our colleague Ognjen Jovanovic states the following on the Digital Capability blog: "It is crucial to invest in digital reputation right now, even though in the corona period many companies' income will come under pressure or shut down completely. Unfortunately, it is almost inevitable that in the hardest hit industries, such as events and hospitality, not everyone is going to survive. The companies that are best able to maintain their fan relationships (via social media and other channels) during this period will stay on consumers' minds. This puts your company in the best position to get off to a flying start when the world goes off the grid again. You may even discover new, digital revenue models in the meantime to bridge the period."

't Lansink and Sinne show what is possible

Yet there are restaurants that do remain active. Restaurant t' Lansink shares with its followers that food can be taken away at the "Frites Boutique Foodtruck" and provides weekly updates on this. His giveaway of one of the dishes creates a lot of engagement. 

Sinne also remains active on social media and, like 't Lansink, posts about its take away options. The restaurant shares content about the special menus it is offering for Valentine's Day and Easter.

Colleague Denis Doeland comments, "The turnaround currently being brought about by the coronavirus is not unlike the paradigm shift that was already caused by the third and closely followed fourth industrial revolution. The new - mostly digital - developments confront an organization with a 'do or die' choice. If you don't transform to a digital first company, your business or business model is doomed from the start. Even after corona. If you have the opportunity or ambition to keep your business alive during the corona period, then you have only one choice: invest in digital. Michelin restaurants now have the perfect opportunity to build the relationship digitally through their own website and social media."

Vista has best digital start of the year

Restaurant 't Raedthuys announces that it delivers its 5-course "Star Thuys Box," which also resonates with its followers on socials. Restaurant Vista scored best on socials in the first months of this year, based on factors from NXTLI's Digital Reputation Index. 

Vista posts like the other restaurants that remain active in corona time about the different menus available in the house. The post about the Michelin star the restaurant may receive for the 4th time this year provides the highest engagement. 

Ognjen Jovanovic: "Our experience shows that many companies operate blind or do not create the right context when it comes to social media performance and maintaining fan relationships. When this performance does get measured appropriately and measured against competitors, everyone involved gets motivated to get the most out of digital reputation. Nothing fuels the fire better than healthy competition."

Rise in posts in March

NXTLI's data shows that most restaurants are more active on socials in March than in January and February 2021.

For example, three-star restaurant De Librije is having a difficult digital start to the year. In January the restaurant posted nothing and in February too it shared little with its followers. However, the only posts in February about online cooking sessions did score well. March sees an increase in the number of posts, with the one about retaining the three stars providing the most engagement. The same goes for De Kromme Dissel, which posts more in March than in early 2021. As such, it is a special month for the restaurant: it is receiving its ^50th consecutive Michelin star. This makes De Kromme Dissel the record holder in the Netherlands.

Conclusion

So far in 2021, many Michelin restaurants are silent on one or more of their social media channels. Some restaurants do manage to remain active, with posts about delivery and takeout of their dishes doing well. 

Content about the retention of Michelin stars also genepricing a lot of engagement at most restaurants. In general, more is posted in March than in January and February.