Online Presence One of the most powerful tools the restaurant industry is starting to use is an online presence through websites, social media and advertising. Nowadays, the Internet is widely used and dependent to complete daily tasks, resulting in many hours being spent on the Internet at a time. Rather than a restaurant dependent on physical advertising; billboards, newspapers or coupons, make use of virtual advertising via the Internet since it is more efficient and saves costs. The online presence has become a virtual maitre d' for restaurants, welcoming guests before they set foot in the restaurant. Developments in the social marketing industry help restaurants gain a “fan” or “follower” base, reaching tech-savvy customers who rely on social media to make dining choices. Having this online presence is easy, but what is important are the techniques and information used to advertise and promote the facility. Jordan Melnick explains, “Gaining access to consumers as they go about their daily lives is a holy blessing of marketing...