Restaurant Marketing on the Worldwide Web

A large portion of the so-called information superhighway is the internet, which allows people to communicate through computers using electronic mail, bulletin boards, and news groups, among other means. One section of the internet, the worldwide web (WWW), is a network of computers carrying information for public dissemination. Many companies, institutions, and individuals have created WWW "home pages," which are computer files with text, graphics, and links to other, related pages. "Visitors" to web pages are said to be "surfing the net," checking new sites for interesting information or graphics. The WWW now has many commercial sites that seek to get companies' messages to the public in a new and untested medium. While some hospitality companies have WWW sites, most do not, and restaurants are under-represented. Existing restaurant sites, however, make reasonably sophisticated use of the web's capabilities (e.g., text, graphics, sound, and interactive screens). The technology of the internet may allow marketers to take the ultimate step in mass customization, which is to create a distinct message (and package of product and services) for each customer. It almost certainly will allow personal interaction between restaurateurs and customers.