3 free promotion strategies from a word-of-mouth success story
Miguel’s Artisan Recipes in Clovis, California, has taken many forms: Originally a pandemic pop-up, catering company, food truck, and home-grown salsa business, Miguel’s is now a thriving restaurant that placed #1 on Yelp’s Top 100 Places to Eat in the Central Valley North list in 2023.
Owners Miguel and Lisa Segura soft launched their brick and mortar—a small spot attached to a convenience store—at the end of 2023. By the time they officially opened, the business already had a 5-star rating on Yelp with almost 60 reviews.
What’s behind their seemingly overnight success? Miguel and Lisa are experts at putting their local network and community to work to get the word out about their business. From a regular segment on the local news to Yelp Elite events, the duo has harnessed word-of-mouth to promote their business in creative ways.
Below, see three strategies they used to build a reputation for their restaurant before it even opened.
1. Networking and word-of-mouth marketing
Word-of-mouth marketing is when you encourage people to promote your business through organic conversations—and it’s part of everything Miguel and Lisa do. They’re so active in their community that they’ve become local celebrities: They never miss an opportunity to promote their business, from cooking competitions to conferences, and they’re always prepared with an elevator pitch (and free salsa sample).
“There’s a lot of people that recognize us when we’re outside, and it is pretty cool,” Miguel said. “We love everybody that comes up to us. We always talk to them. We always invite them to come in. And then when they come in, we actually give a free sample of the salsa.”
Miguel and Lisa regularly network with other business owners and lend their support to community organizations, such as the local soccer team and St. Francis Homeless Project, a Fresno non-profit that supports women recovering from substance abuse, homelessness, and domestic violence.
“It’s not just about us making food—it’s about making a difference, giving to other people,” Lisa said. “We all are doing this and growing together. I feel so blessed to be part of this community and to be giving part of myself, our cooking, and our family legacy to the community. Miguel’s mom would have said it best: ‘Bring everybody to the house and let them eat.’”
According to Nathen M., senior community director at Yelp and a regular at Miguel’s, customers can feel that Miguel and Lisa approach networking genuinely, rather than thinking of it solely as a marketing opportunity. “You see them doing this stuff in the community, it shows that’s their personality. That’s how they live. They want to make sure people have a warm meal in their belly, but also they get it with a smile,” he said.
2. Local media opportunities
One of the most effective ways Lisa and Miguel reach potential customers is through a segment on the local news channel, Fox 26. Every month, they do cooking demonstrations of their signature dishes in the Great Day Kitchen.
The segment has helped them reach a wider audience, demonstrate their expertise, and earn free publicity for the business. According to Miguel, a local catering company referred them to the network, and Lisa was a natural fit. “Lisa just shined from the beginning. She is a star when it comes to being in front of the camera,” he said.
Any business owner can write press releases or pitch themselves to local media to promote their business. Think about who you want to reach, and what you have to offer—in Lisa and Miguel’s case, their family recipes and dynamic personalities.
“There is a community out there that shares recipes, and I am excited to be part of that community and share the recipes that we’re developing and how we improve them and how we develop them on television right now,” Lisa said. “It’s just exciting that I get to do what I love to do, with people that like to do it too.”
3. Yelp Page and Yelp Elite events
As a word-of-mouth success story, Lisa and Miguel rely on Yelp to keep the conversation going online. “Yelp has become a great tool for us so that we can keep the pulse [on] our business,” Lisa said. “Getting feedback from people is always positive. Where am I and how can I be better? Am I connecting with the people that are purchasing the food from us? We are proud of the food that we’re putting out, and if we’re not meeting the expectation, it’s really important for us to correct that.”
In addition to keeping their Yelp Page updated, Lisa and Miguel also host events for Yelp Elites, Yelp users who have been selected as top reviewers in their area and gain entry to exclusive events and other opportunities. According to their Community Manager (CM) Nathen M., Miguel and Lisa’s openness and customer service helped them connect instantly with Yelp Elites.
“Business owners like Lisa and Miguel, when you talk to them, you sort of fall in love with them,” Nathen said. “When [consumers] see that in a business owner—a genuine person who cares about not only the food, but to make sure the experience is fun—that sticks with them. And so later on, when they’re looking for a place to eat, even if they’re craving pizza, they’ll say: ‘Oh, but Miguel’s Artisan Recipes is down the street. I wonder if Lisa’s going to be there when I pop in.’”
If you’re a business interested in hosting a Yelp event for Yelp Elites and would like to connect with your local community manager, simply submit an inquiry. Plus, check out www.yelp.com/events to see local events happening in your area.
These lessons come from an episode of Behind the Review, Yelp & Entrepreneur Media’s weekly podcast. Listen below to hear from Lisa, Miguel, and Nathen, or visit the show homepage to learn about the show and find more episodes.