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Running a restaurant is a competition fiercer than ever.
The stats paint a clear picture: 89% of diners research restaurants online before visiting. Yet only a handful of restaurants have a solid marketing strategy.
This gap represents both a challenge and an opportunity.
A solid marketing plan – both traditional and digital – isn’t just nice to have anymore – it’s essential for survival.
Restaurants with strategic marketing plans see higher annual revenues than those without them.
In this guide, we’ll walk through how to do marketing for a restaurant. From social media tactics to radio ads and local community collaborations, you’ll learn actionable steps to:
Whether you’re a neighborhood café or a fine dining establishment, these restaurant marketing strategies work.
How?
We’ve helped 4800+ restaurants boost their bottom line through smart marketing – so we know what we’re talking about.
Let’s get started!
Before you learn how to market a restaurant, figure out your target market.
Understanding your target audience shapes everything from your menu to your marketing messages.
Start by analyzing your current customers. What’s their average age? Income level? Dining preferences? Track these patterns for at least 30 days.
Look at your competition too. Visit local restaurants similar to yours.
Note their:
Found a gap in the market? That’s your sweet spot.
💡 Pro Tip:
Create detailed customer personas. Include age, income, dining habits, and preferred communication channels.
The next step toward learning how to market a restaurant is to get specific with your goals.
Instead of “increase sales,” aim to “boost weekday lunch revenue by 25% within X months.” Set a feasible target for “X”.
Next, your marketing budget should be 3-6% of total revenue.
Learn how to smartly allocate your marketing budget across channels. Read now!
Finally, track these key metrics:
Boost brand visibility with effective omni-channel marketing that doesn’t break the bank.
Your brand is more than just a logo. It’s the entire experience you offer customers and also one of the best ways to market a restaurant.
If you don’t have a brand, you don’t have anything to market.
So, start with a memorable name that reflects your cuisine or atmosphere. Test it with potential customers to ensure it resonates.
Then, design a professional logo and visual elements. Consistency is key across all platforms – from your menu to your social media.
Develop a unique brand voice. Are you casual and fun? Elegant and sophisticated? This should come through in all your communications.
You should also create brand guidelines to ensure consistency. This includes color schemes, fonts, and tone of voice.
Finally, craft a compelling brand story. Why did you start your restaurant? What makes your cuisine unique? Share this story on your website and social media.
Learn more about creating an unforgettable brand around your restaurant.
Another of the most powerful restaurant marketing strategies is to get your restaurant’s ambiance right.
It’s not just about the food – it’s about the experience.
So, start with a cohesive theme. Use colors that complement your brand. For example, warm tones like reds and oranges can stimulate appetite.
Invest in professional food photography and videography.
High-quality brand visuals can increase menu item sales and make it easy to showcase your best dishes on social media and your website.
Also, proper lighting sets the mood. Dim lighting for intimate dinners, brighter for lunch crowds.
Consider natural light during the day and adjustable lighting for evenings.
Next, choose music that fits your brand. Studies show that the right music can increase sales by up to 9%. Keep the volume at a level where customers can still converse comfortably.
And finally, use seasonal decorations. This keeps your space fresh and gives regulars something new to experience.
Your website is often the first touchpoint between you and potential diners.
So, if you are wondering how to market a restaurant online, start with a visually appealing, mobile-responsive website.
Over 60% access restaurant websites via mobile, so optimization is key.
Next, focus on your online menu. Highlight signature dishes and include enticing descriptions. Allow easy filtering by dietary needs.
Integrate online ordering for effortless takeout and delivery. Streamline checkout with saved payment options.
Fast load times are critical. Image optimization and compressed file sizes help pages load in under 3 seconds.
Include lead captures like email signups and contact forms. As for reservations, use systems like OpenTable or Resy. They’re worth the investment!
You could also try heat mapping tools to see how visitors navigate your site. Identify friction points and use data to optimize user experience.
Learn how to create a website or your restaurant with our step-by-step guide.
Social media is one of the best ways to market a restaurant. It’s where your customers are, and it’s where you need to be.
Here’s how to make the most of it:
Each social media platform has its own quirks and best practices. On Instagram, focus on eye-catching food photography and engaging Stories. Use relevant hashtags to increase visibility.
For Facebook, build a community around your brand. Encourage customers to leave reviews and engage with your posts. Share behind-the-scenes content to humanize your restaurant.
On TikTok, participate in food-related trends and challenges. Use popular sounds and hashtags to increase your reach.
And on X, formerly Twitter, use witty, concise tweets to engage with followers. Respond to customer inquiries and share timely updates.
Consistency is key on social media. Develop a content calendar to ensure you’re posting regularly.
Then create content that fits this calendar.
Here are some ideas for content on how to do marketing for a restaurant:
Make every marketing dollar work hard. Increase profit margins within 90 days with effective social media marketing for your restaurant.
For most restaurants, local customers are the lifeblood of the business.
Why?
80% of consumers in the U.S. search for local businesses on a weekly basis, while 32% conduct such searches every day.
Hence, it’s important to ensure they can find you online and SEO can help with that.
Start by claiming and optimizing your Google Business Profile. Include accurate information like your address, phone number, and hours of operation. Add high-quality photos and encourage customers to leave reviews.
Next, focus on local keyword targeting. Include your city or neighborhood in your website’s metadata (title, meta description, and H1) and content. For example, instead of just “Italian restaurant,” use “best Italian restaurant in downtown Seattle.”
Build local citations by ensuring your restaurant is listed accurately on review sites and directories like Yelp, TripAdvisor, and OpenTable.
Create location-based content for your website and blog. Highlight local events, partner with nearby businesses, and showcase your community involvement.
Finally, aim to rank in Google’s Map Pack, the three listings that appear under the map for local searches.
Optimize your Google Business Profile and build local backlinks to increase your chances.
Think local SEO is too complicated and time-consuming? Leave it to the pros to put your restaurant on the map (literally!)
Don’t underestimate the power of local advertising and PR. It is still one of the best ways to market a restaurant if you are unsure where to start.
Place ads in newspapers, magazines, or community newsletters. Choose publications that align with your target audience.
Also, create promotional materials like flyers, posters, and banners. Display them in high-traffic areas near your restaurant. Partner with local businesses to cross-promote.
Remember, consistency is key. Use the same branding elements across all your advertising efforts to build brand recognition.
Online reviews can make or break your restaurant. So, it’s crucial to manage them effectively.
First, implement a review generation strategy.
If you’re learning how to market a new restaurant, the first step is to encourage satisfied customers to leave reviews on platforms like Google, Yelp, and TripAdvisor.
You can do this through email follow-ups, receipt inserts, or even table tent cards.
Next, respond to both positive and negative reviews. Thank customers for their feedback and address any concerns professionally. This shows that you value your customers’ opinions.
Monitor review platforms regularly. Set up alerts to notify you of new reviews. This allows you to respond promptly.
Finally, have crisis management protocols in place. Train your staff on how to handle negative situations before they escalate to online complaints.
There are more than 4.3 billion email users globally, which accounts for over half of the world’s total population.
So, email marketing is indeed one of the best ways to market a restaurant!
Start by building your email list. Collect email addresses through your website, social media channels, or in person at your restaurant.
Offer an incentive, like a discount or free appetizer, to encourage sign-ups.
Next, segment your email list based on customer preferences and behaviors. This allows you to send targeted campaigns that resonate with each group.
Design promotional campaigns around holidays, special events, or slow periods. Use urgency and scarcity tactics to encourage bookings.
Set up automated email sequences for birthdays, anniversaries, or post-visit follow-ups.
Finally, track your email marketing performance. Monitor open rates, click-through rates, and conversions. Use this data to optimize future campaigns.
Remember, the key to successful email marketing is providing value to your subscribers.
If you’re not sure about how to create a robust email marketing plan that works, consider additional help.
This includes hiring expert restaurant marketing agencies or niche freelancers who know email marketing inside out and can help you get your money’s worth.
Loyalty programs are a proven way to boost customer retention and increase revenue. They encourage repeat visits and higher spending per visit.
Consider both digital and traditional loyalty program options. Digital programs offer convenience and easy tracking through mobile apps or online platforms.
Traditional punch cards or point systems can still be effective, especially for older demographics.
Design your points system to reward customers for their purchases. Offer tiered rewards based on spending levels to encourage higher spending per visit.
Offer exclusive perks to your loyal customers. This could include early access to new menu items, invitations to special events, or even a free meal on their birthday.
Host member-exclusive events or offer restaurant specials to make your loyal customers feel valued. This could be a wine-tasting, cooking class, or meet-the-chef dinner.
You could also implement a birthday or anniversary program. Send a personalized email with a special offer to celebrate their milestone.
Local partnerships and collaborations are great restaurant marketing strategies for exposure.
The key is to think outside the box.
Contact complementary businesses like breweries, bakeries, or even yoga studios for cross-promotional opportunities.
For example, consider a “Brew & Bite” event with a local craft brewery. You provide the food, they provide the beer, and you both benefit from each other’s customer base.
Influencer collaborations are another game-changer. Identify local food bloggers or Instagram personalities and invite them for a complimentary meal. In return, they create content showcasing your restaurant to their followers.
Food delivery partnerships with platforms like Uber Eats or Grubhub can also expand your reach. Just make sure to train your staff on packaging orders properly to maintain food quality during transport.
Don’t forget about local events! Participate in food festivals, farmer’s markets, or charity events. You can also sponsor local sports teams or donate to school fundraisers.
Sustainability is no longer a nice-to-have – it’s a must-have. Customers, especially millennials and Gen Z, prioritize environmentally responsible businesses.
In fact, younger consumers are willing to pay approximately 20 percent more for meals that are environmentally sustainable.
To start with sustainability in your restaurant, the first step is to ditch the plastic and Styrofoam in favor of compostable or biodegradable options.
Yes, they may cost a bit more, but they’ll pay off in customer loyalty.
Next, look at your sourcing. Partner with local farmers and suppliers to reduce your carbon footprint from transportation. Bonus points if they use organic or sustainable farming practices!
Don’t forget about energy efficiency! Switch to LED lighting, use Energy Star appliances, and make sure to properly maintain your refrigeration units.
Want more effective and easy sustainability practices for restaurants that diners love? Read this post!
Finally, merge your efforts with marketing. Communicate your efforts to your customers by sharing your sustainability journey on your website and social media. You can even apply for green certifications to further validate your commitment.
Embrace technology to streamline operations and enhance the customer experience.
Start by integrating your POS system with your marketing efforts. Collect customer emails at checkout for your email marketing campaigns. Use purchase data to personalize promotions and rewards.
Next, explore marketing automation tools. Platforms like Mailchimp or Hubspot allow you to automate email campaigns, social media posts, and even ad retargeting.
A robust CRM system is also a must. It allows you to manage customer interactions, track feedback, and identify your most loyal patrons.
Don’t forget about review management, as we mentioned earlier! Use tools like ReviewTrackers to monitor and respond to reviews in real-time.
Finally, dive into analytics. Tools like Google Analytics provide invaluable insights into your website traffic, customer behavior, and marketing ROI. Use this data to continually optimize your strategies.
Speaking of marketing ROI, Restaurant Growth’s advanced dashboard helps track ROI on every single marketing dollar. You can use this data to decide where to spend your money and find areas of improvement at a glance.
Tracking the right metrics is key to improving your restaurant marketing strategies’ efforts.
Start by identifying your key performance indicators (KPIs), such as customer acquisition cost, average order value, and customer lifetime value using tools like Google Analytics.
A/B testing is another powerful strategy. Test different versions of your ads, emails, or website pages to see which ones perform better. Even small changes can make a big difference in engagement and conversions.
For example, you might test two different subject lines for your email newsletter. Send each version to a small subset of your list, then roll out the winner to the rest.
Over time, these incremental improvements can lead to significant growth in your customer base and revenue.
No matter what restaurant marketing strategies you have in place, crises can happen. Whether it’s a negative review gone viral or a food safety issue, it’s essential to have a plan in place.
Start by designating a crisis response team. This should include your head chef, manager, and PR representative. Make sure everyone knows their role and has the necessary contact information.
Next, create a crisis communication plan. This should include templates for press releases, social media posts, and customer emails. Having these ready to go can save valuable time in the heat of the moment.
Monitor your online reputation closely. Set up Google Alerts for your restaurant name and respond promptly to any negative reviews or comments.
If a crisis does occur, act quickly and transparently. Acknowledge the issue, apologize if necessary, and outline the steps you’re taking to resolve it.
By being proactive and prepared, you can minimize the impact of any crisis on your restaurant’s reputation.
While digital marketing is essential, don’t overlook the power of traditional tactics. Here’s how to do marketing for a restaurant through the right traditional means:
Everyone loves a good deal. Offer exclusive coupons in local newspapers or through direct mail. Make sure to track redemption rates to gauge effectiveness. For example, “Get 20% off your next meal with this coupon!”
Snail mail isn’t dead. In fact, 42% of recipients read or scan direct mail pieces. Create eye-catching postcards with your best dishes and send them to targeted neighborhoods. Include a QR code for easy online ordering.
Gift cards are a great way to bring in new customers and encourage repeat visits. Display them prominently at your register and offer incentives for purchasing, like “Buy a $50 gift card, get a $10 bonus card!”
Use your indoor space to promote specials, upcoming events, and your social media handles. Get creative with chalkboards, digital displays, or even custom-printed tabletops.
Your exterior signage is often the first thing potential customers see. Make sure it’s visible, well-lit, and reflects your brand.
Branded swag like t-shirts, hats, or even custom hot sauce bottles can turn your customers into walking billboards. Give them away as prizes or sell them to boost revenue.
Radio ads can be a cost-effective way to reach local audiences. Keep them short, memorable, and focused on a single message. For example, “Craving the best pizza in town? Visit Joe’s Pizzeria, now with 20% off all large pies!”
SMS marketing is a powerful tool for restaurants to directly reach customers through text messages, offering promotions, updates, and personalized content. With its high open rates and instant delivery, SMS allows quick communication for time-sensitive offers, new menu items, or special events.
Yes, guerilla marketing is still a thing and highly effective, too. All you need to do is think outside the box to come up with creative ways to build a buzz around your restaurant.
By now you know the answer to: How to do marketing for a restaurant?
But, are your marketing efforts paying off or draining your budget?
Calculating the return on investment (ROI) is crucial to ensure you’re allocating resources effectively.
The basic ROI formula is:
(Revenue Generated – Marketing Cost) / Marketing Cost x 100
For example:
If a Facebook ad campaign costs $500 and generates $2,000 in sales, the ROI would be: ($2,000 – $500) / $500 x 100 = 300%
To accurately calculate ROI, track the revenue generated from each marketing channel.
Consider the lifetime value of a customer, not just a single transaction. A repeat customer acquired through marketing is more valuable than a one-time sale.
Also, factor in indirect benefits like increased brand awareness and customer loyalty. While harder to quantify, they contribute to long-term success.
Don’t forget to include all marketing costs, such as agency fees, ad spend, and time invested by your team.
Finally, regularly review your ROI to identify high-performing channels and adjust your strategy accordingly.
A 5:1 ratio (five dollars in revenue for every marketing dollar spent) is a good benchmark to aim for.
Here are some of the best restaurant marketing ideas and trends that restaurant owners and marketers should be aware of to stay ahead of the curve:
Technology can seriously step up your restaurant’s game. Here are some cutting-edge solutions and trends to jump on:
AR menus are the next frontier. Apps like Menu.AR overlay digital content onto physical menus. Customers simply scan a code to view vivid dish visuals, ingredients, and more.
Kiosks empower guests to browse menus, customize orders, and pay on their own. This makes the process efficient while freeing up staff. Platforms like Presto allow you to easily set up sleek, user-friendly kiosks.
Also called ghost kitchens, these delivery/pick-up-only concepts operate out of your existing kitchen. You can test new menus and optimize operations without added brick-and-mortar costs.
NFT loyalty programs are trending, like Burger King’s Royal Perks. Customers scan codes to earn points for NFTs featuring exclusive artwork and experiences.
Gamified programs add fun competition. Set point-earning missions like trying new menu items. Display a leaderboard highlighting top customers. Offer rewards like VIP events for top point collectors.
Finally, stay on top of the latest food and hospitality trends. Here are the top ideas gaining steam:
Chefs are sourcing hyper-local ingredients within a smaller radius – think neighborhood instead of statewide. This community-based approach is eco-friendly and lets you showcase regional specialties.
Upcycling discarded ingredients tackles waste while allowing creativity. For example, blend bruised produce into cold-pressed juices to reduce costs and your environmental impact through resourcefulness.
Make dining an immersive experience through themed menus, interacting chefs’ tables, VR interior design, and more. Sensory elements like customized playlists and tableside aromatherapy boost enjoyment.
Marketing is the lifeblood of any successful restaurant. It’s what puts your establishment on the map and keeps hungry diners coming back for more.
But with so many marketing channels and strategies to choose from, it can be overwhelming to know where to start.
That’s where Restaurant Growth comes in. As a seasoned restaurant marketing agency, we’ve seen firsthand the power of a well-executed marketing plan.
And we’re here to help take the marketing burden off your shoulders.
Our team of digital marketing experts specializes in helping restaurants like yours reach their full potential.
But don’t just take our word for it. Check out some of our success stories to see how we’ve helped 4800+ restaurants just like yours achieve their goals.
However, if you want to keep your marketing in-house and learn the ropes yourself, our experts can guide you with 1:1 coaching and weekly webinars.
So, are you ready to take your restaurant’s marketing to the next level?
The 4 Ps of restaurant marketing, also known as the marketing mix, are: Product, Price, Place, and Promotion.
Product refers to your menu offerings and overall dining experience. Price involves setting competitive rates that attract customers while maintaining profitability.
Place focuses on your restaurant’s location and accessibility. And, promotion encompasses all marketing efforts to raise awareness and drive sales.
Marketing your restaurant is crucial for attracting new customers, building brand loyalty, and ultimately driving revenue. In a competitive industry, effective marketing helps you stand out from the crowd and showcase your unique value proposition.
The average marketing budget for restaurants typically ranges from 3% to 6% of total revenue. However, this can vary depending on factors such as the size of your restaurant, your target audience, and your overall business goals.
When learning how to do marketing for a restaurant, it is important to allocate the marketing budget across various streams for the best results.
The timeline for seeing results from your restaurant marketing strategies can vary depending on the specific channels you employ. Some tactics, such as targeted social media ads or email campaigns, may yield immediate results in the form of increased website traffic or online orders.
Learning how to market a new restaurant starts with creating a strong online presence with a user-friendly website and active social media profiles.
Leverage video marketing to showcase your unique offerings and give potential customers a glimpse inside your restaurant.
Partner with local influencers and media outlets to spread the word, and consider offering grand opening promotions or discounts to incentivize first-time visitors.
Your website is the most important marketing tool for your restaurant. Potential customers often turn to the internet first when searching for dining options.
A well-designed, user-friendly website with engaging visuals, easy-to-find information, and online ordering capabilities can be the deciding factor in whether someone chooses to visit your restaurant.
From strategic marketing planning to seamless execution, we’ve got you covered!
