Why you need to get your restaurant marketing strategy right
Let’s face it, we don’t need to convince you that you should be investing time, energy, and at least some money into your marketing. Every hospitality operator is acutely aware of how competitive the industry is, and how hard they have to work to attract and retain customers; the issue is actually doing it.
When it comes to developing powerful marketing campaigns to attract customers to your restaurant, maybe you feel like you simply don't have the time to work on it. Maybe you’re worried about how much it’s going to cost. Maybe you simply don’t know where to start and which restaurant marketing channels are most likely to be effective for you.
Some of these concerns might be valid, but it could be that you need a quick refresher on why your business depends on you finding the time and budget to invest in developing an effective restaurant marketing plan.
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Discoverability - From search engines to social media and even flyers, marketing is how people find you. If nobody knows you exist, they're not going to visit.
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Repeat business - Effective marketing reminds existing customers why they love your place, turning them into loyal regulars.
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Competitive edge - Your competitors are doing it, and an effective marketing strategy could be the difference between a customer choosing your venue or a competitor's.
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Brand sorytelling - Marketing your restaurant is also an important opportunity to communicate your brand identity, whether that’s supporting other local businesses with your chosen products, promoting sustainable business practices or sourcing local ingredients. Simply put - it's vital to tell your customers what makes you special.
The Good News: You're Already Doing Some of it!
For example, if you have a Google listing and customers are leaving you reviews or you have an Instagram account that you post pictures on – you're already carrying out some marketing activities.
However, effective marketing begins with a strategy. That means considering your budget, your desired results, and the steps you can take.
Best restaurant marketing ideas and where to start
Effective restaurant marketing takes a wide range of forms, and each of them has an important role to play in helping you to promote your business. But it's impossible to do everything at once, so you'll need to take a strategic approach.
Whether you're a small restaurant owner, or you're operating multiple sites, there are a range of strategies you can use to help you to attract customers to your business and improve your bottom line.
1. Have a plan: your key to a successful restaurant marketing plan
Picture this: Your competitors are fine-tuning their marketing game, attracting new customers and enticing regulars back with fresh offers to increase their sales and profits. Meanwhile, you're feeling adrift.
Don't stress! The first step to taking control of your marketing is creating a solid plan. This will be your restaurant's marketing roadmap to success, ensuring your efforts are focused and effective.
Think of your marketing strategy as the blueprint for building a thriving business.
Here are a few key elements to include in your plan to maximise your marketing efforts:
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Know your audience: Who are you trying to attract to your venue? Are you family-friendly or cocktail-focused? Do you offer an intimate romantic dining experience? Don't try to please everyone. Target your efforts for maximum impact by thinking about who is your target audience and consider that this might change from weekdays to weekends or over the course of a day.
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Tailor your offer: Now that you’ve defined your target audience, make sure you cater to them with your offer and think beyond the menu. When it comes to restaurant promotions, do "kids eat free" nights or sleek cocktails align with your target market? Learn about what is important to your audience and make sure you deliver it.
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Set clear goals: What's your top priority? More online bookings? How about delivery orders, walk-ins, and return visits? Each of these objectives may need different strategies.
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Pick your channels: Thinking about who your customer is, and how they spend their time online, decide how you would like to communicate with your customers. How do you want to communicate with them in the future? Are you collecting email addresses currently that you can request marketing communication permission for? Are you on social media? Do you have the budget available for paid promotions like Google ads?
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Budget wisely: Even a small budget can be effective if used strategically, and understanding your customers is key to getting the most from that budget. You may find that as your business – and customer data - grows, you’ll want to think about more efficient ways to carry out your marketing, and this is where restaurant marketing software can come in.
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Track your success (and learn from it): As well as defining your goals and objectives you need to know how you will measure the success of your marketing efforts. The key to getting it right is testing and measuring, which means looking at your analytics. For website traffic, Google Analytics (GA) is invaluable. But for broader marketing campaigns, lean on your CRM to track metrics like conversion rates, customer acquisition cost and return on investment (ROI). By linking your CRM data to specific marketing campaigns, you gain powerful insights into what works best for your restaurant.
Now that you have the framework for your plan, let's put it into action. Below you'll find strategies and creative restaurant marketing ideas to boost your visibility and build relationships with your audience.
2. Develop your brand identity to reach customers online
Your digital presence is just as important as your physical restaurant. From search engines to social media, this is where customers discover you, connect with you, and decide whether to visit.
A key part of creating a powerful digital presence is knowing who you are, and making sure your customers do too. Investing time and energy into developing your restaurant brand identity lets you communicate what you stand for, who your target customers are, and what kind of experience they can expect, before they ever step foot inside your restaurant.
A well crafted brand identity will increase footfall and customer loyalty. But remember, a brand isn’t just your logo and brand colours; it’s every single touchpoint you have with your customers - from your website, online booking system, and tone of voice to the decor, atmosphere, and customer service; so it's important to make sure it’s consistent and clear. Check you're using the same style and tone of voice across your social media accounts, your website, and all your online marketing.
Your photos and video content will also play a big role in shaping your audience's perception of your restaurant and your brand. We’ve all heard the phrase ‘people eat with their eyes’. That’s why your chefs and kitchen staff put effort into the presentation of your dishes; so one of the best ways to promote your restaurant is to post photos that show your food off properly. We’re not saying that every photo you share has to be professionally shot. After all, user generated content is powerful on social media, and most people are perfectly happy with candid shots of food on a restaurant's social media channels, but at the very least you’ll need to make sure you’ve got professional photographs of your food on your website.
Revamp your website (it's your digital storefront)
First impressions count! A great restaurant website isn’t one that simply looks pretty; it’s one that gives your customers easy access to the information that will help them to make a decision about where to eat. Did you know that three in five consumers look online for menus, photos and reviews before visiting a venue? A poor website experience can be enough to put a potential customer off visiting at all, in fact a recent survey in the US showed that nearly 70% of diners have been put off visiting somewhere because of the website.
Emphasise a user-friendly design, enticing food photography, clear menus, and easy online reservations (link to your Google Business listing if possible).
Bonus Idea: Optimise for mobile viewing – most restaurant searches happen on phones.
Gather reviews
Online reviews help diners to decide if a restaurant is worth visiting. According to our own Tech Shift Report, 56% of consumers said they would be put off visiting a venue if they couldn’t find reviews online ahead of their visit. Ensure you always leave a response to both positive reviews and negative reviews, with a personalised answer or thank you.
Proactive approach: Emphasise actively asking for reviews. You can train your restaurant staff to be proactive in asking for reviews, or send automated post-visit emails or texts requesting feedback and a review on your preferred platform.
Use social media management to build your online community
60% of diners say they check social media before choosing where to eat out, while 50% have tried somewhere new because of a restaurant social media post. It’s clear then, that social media marketing is an incredibly important way to engage customers.
The key to growing an organic following on social media platforms is to post quality content regularly - the more engaged your followers are, the more the platforms will increase your reach. It's all about the algorithms. Think about improving your visual impact by either investing in a photographer to come and take pictures of your food or a good-quality camera to take pictures yourself.
Social media also gives you an opportunity to tap into your customers' social networks for wider reach. By making sure your dishes and drinks are suitably Instagrammable, and encouraging visitors to post images and tag your venue in the pictures, you can increase that all-important user-generated content.
Partner with local influencers. Influencer marketing can be an incredibly powerful way to reach new people; diners love following food bloggers and social media influencers for new ideas on where to eat.
Invest in targeted ads - the power of Google ads and social media advertising
Social media advertising and paid media let you put your restaurant directly in front of potential customers.
Google ads will help you to be seen by people who are actively searching for somewhere to eat, while paid social ads on platforms like Facebook and Instagram allow you to create targeted ads based on location, interests (think "foodies" or "date night spots"), and even demographics.
Facebook ads also allow you to retarget people who have previously visited your website, or build a lookalike audience to find more people like your existing visitors. This ensures your ad budget is only spent on reaching the most relevant audience.
Important restaurant marketing tip: Track success and see which ads drive the most traffic by using unique links. Know your click-through rates and ROI for smarter ad spending.
3. Be easy to find - The importance of SEO
One of the most effective ways to market your restaurant to your local community is local SEO. 82% of smartphone users use a search engine when looking for somewhere to eat and the majority of searches for restaurants include "near me". Is your business positioned to capture that traffic? A strong local SEO strategy helps people to find your restaurant online, and ensures you're visible at the right moment.
Claim your spot in search results
Sign up for or claim your business page in Google Business to create a free Business Profile on Google that will allow your venue to show up in local searches and on Google Maps. This is an easy step that anyone can implement for their restaurant. It’s free, and only requires some basic information from you, along with verification that you are the owner of the business.
Once verified you can fill in your profile, ensure you display up-to-date opening times and also ask your customers to leave you reviews on your profile. You might want to add a reservation link so customers can book a table directly from your Google listing.
Here's our local SEO checklist to boost visibility:
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Keywords are key: Research relevant keywords that describe your restaurant (type of food, location, atmosphere) and include them throughout your online presence.
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Mobile-first matters: Ensure your website loads quickly and looks great on smartphones. Search engines are increasingly prioritising mobile-friendly websites.
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Make information easy: Clear menus, updated operating hours, and reservation/booking links should be prominently displayed on your website and your Google profile.
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Reviews as ranking signals: Monitor review sites like Yelp and TripAdvisor and respond thoughtfully to both positive and negative feedback.
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NAP consistency: Make sure your business name, address, and phone number match accurately across all listings (website, directories, etc.).
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Adapt for voice search: Use natural language and conversational phrases in your website content to capture how people talk to their smart speakers.
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Accessible images: Include descriptive alt text with these images for accessibility and better SEO.
Once you’re confident that customers can find you easily, make that first step of engagement seamless with a convenient online booking system.
4. Generate more visits with an online booking platform
Online is where it's at! 54% of diners won't consider your restaurant if they can't book online.
You can generate more visits to your restaurant by giving customers the option to reserve a table at your venue online. An online restaurant booking system will help optimise the booking process for customers and allow you to accept bookings at any time of day.
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24/7 convenience: Customers can book anytime, anywhere – not just during your operating hours. This captures those potential diners who research and plan outside your open hours.
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Reduced staff workload: Online systems automate bookings, taking pressure off your staff to answer every phone call or take manual reservations.
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Maximise table fills: Booking software can optimise seating capacity and handle waitlists, increasing potential revenue per night.
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Data for your marketing: Reservation systems capture customer data – preferences, visit frequency, etc. – that can be used to personalise offers and build loyalty.
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Reduced no-shows: Automated reminders and confirmation options make customers less likely to forget their reservations.
A strong online presence is how you stand out in the crowded restaurant scene. Now that you've optimised your website, social media, reviews, and SEO, let's explore how to turn online connections into loyal customers through email marketing and loyalty programs.
5. Master engagement & rewards - a.k.a. the power of having regulars
Businesses often chase new customers, but your existing ones are a goldmine - studies show existing customers have a 67% higher average order value. Therefore, a well-rounded digital marketing plan for a restaurant must go beyond attracting first time customers – think email campaigns and loyalty programs that build lasting relationships.
Email marketing
Email marketing for restaurants remains a highly effective strategy, despite consumers receiving around 126 emails every day. The key to successful email marketing is personalisation. Rather than sending out mass email newsletters, tailor your subject lines to grab attention in the inbox, and segment your email list for the most relevant content. For example, you wouldn’t want to send your vegan customers a picture of a juicy steak, and fine dining restaurant marketing probably shouldn't include advertising free drinks offers, or 'kids eat free' promotions. Consider factors like dietary preferences, visit frequency, or age groups for highly-targeted messaging.
But how can you gather more valuable insights about your diners? The key to personalisation lies in your data.
Tools like Customer relationship management (CRM) software are invaluable for gathering data. A great hospitality CRM empowers you to understand your customers better, send emails at the right time, and go beyond basic promotions. Use emails to announce new menus, highlight events, or even share recipe ideas – it's all about building a meaningful connection with your diners.
Bonus: learn more about How to Use Your Hospitality CRM Data
Loyalty programs
It's never a bad time to start or upgrade your loyalty program, especially as they're extremely popular among UK customers. Based on one survey, a large majority of consumers (81%) currently engage in a loyalty program, while an additional 8% have participated in the past. This number highlights not just a trend, but a consumer preference that businesses can leverage to their advantage.
Many hospitality brands adopt a points-based loyalty scheme that allows customers to collect points against money spent to eventually exchange points for items. These work particularly well as an app and are popular with fast-food restaurants. For smaller operations, you might consider offering a discount voucher such as ‘buy one get one free on main courses’ or ‘free dessert with every main course’ through an email campaign to regular customers.
Bonus tip: If you wonder what sets successful businesses apart and if a loyalty program is the secret ingredient you’ve been missing, join our CRM and hospitality experts as they discuss all things loyalty in this 60-minute webinar.
Loyal customers love dining in, but they also crave convenience. Online ordering and delivery let you offer your great food wherever they are, boosting sales and widening your customer base.
6. Offer food delivery
Home delivery service boomed during the pandemic, and it looks like it’s here to stay – according to research from CGA, delivery sales at Britain’s leading restaurant and pub groups in April 2022 were 357% higher than pre-covid levels. And offering home delivery isn’t just a way to diversify your revenue stream; it’s also a great marketing tool that may help a new audience to discover your venue.
To maximise your reach and help your business embrace the home delivery trend, consider investing in a food delivery management system. Such software is a digital solution that enables customers to place food orders from your restaurant through different online channels: websites, mobile apps and third-party delivery platforms and feeds those orders back to a single point-of-sale in the venue to be processed.
Bonus tip: Don't miss upselling opportunities! Use your online ordering platform to suggest add-ons like sides, drinks, or desserts to increase your order value.
An average UK consumer orders a takeaway once every three weeks, making it a huge potential to turn those frequent takeout customers into loyal diners.
7. Get the word out
Why not think beyond traditional advertising to generate buzz and get those tables filled every night with creative restaurant promotion ideas?
Get on a discovery platform
Utilising an online discovery platform for hospitality venues such as DesignMyNight is a great way to get your venue noticed. A discovery platform will already have an engaged audience on its website and social media channels who are interested in discovering new restaurants.
Weekday specials
If you have slower days midweek, think about coming up with a themed promotion or offer to help drive more custom, such as ‘Taco Tuesdays’ or ‘Curry Night’ where customers can benefit from discounted prices on special dishes.
Host an event
Many restaurants make great event spaces and you can showcase your venue by hosting your own event. A launch party is a great way to make a splash in the local community for a new restaurant, especially if you can invite local influencers and VIPs. And if you’re not a new venue, consider throwing birthday parties for your restaurant’s opening anniversary – this is another way you can showcase your venue, invite influencers and celebrate with money-saving offers or special menu items.
Discounts and offers
Platforms such as Groupon are a good option for an introductory offer to help new customers discover your venue. The good thing is that you can set the terms of the offer, for example, setting dates and times the offer can be redeemed. The downside is that many people will only be interested in the offer and might have a low chance of converting into regular customers.
Get creative
Give your local community something to talk about with unique restaurant marketing ideas that showcase your brand’s identity. This could mean producing themed items to coincide with local events or even big stories that are capturing the nation’s attention. This could be coming up with a new rainbow milkshake to support the local Pride event, a themed pizza to celebrate a sporting event or a dish named after a local hero.
Staff picks and recommendations
Your teams should be well-trained and familiar with all the dishes on your menu so they can talk about and recommend dishes to guests with confidence, and you can utilise this information to make your business seem more personable in your marketing communications. Get your staff to rate their favourite drinks and dishes and then feature these on your website and social channels along with a discount. This is also another great idea for generating ongoing content for your website and social channels.
You've mastered getting customers in the door – but are you using your data to future-proof your business? Let's explore how to understand changing trends and adapt for even greater success when building a strategic restaurant marketing plan.
8. Future-proof your business
The restaurant industry is constantly evolving and while today's tactics bring in customers, the most successful businesses will need to adapt should they wish to stay ahead of the game. Balancing consumer demands with cost control requires forward-thinking and future-proofing your tech stack with strategic solutions. As predicted in this 2023 report, digital innovations are expected to be the key to unlocking growth over the next three years.
So, how can you build a restaurant that thrives?
Embrace data-driven insights
We've discussed how personalisation builds loyalty...but how do you achieve it? That's how your restaurant EPoS system and hospitality CRM become your secret weapons.
Your EPoS tracks more than just sales - it records item popularity, peak order times, transaction methods (card vs. cash), and even table turnover rates. Analysing this data lets you spot trends, forecast customer needs, and make smarter decisions about staffing, inventory, and even your menu. Your CRM data, however, takes those insights even further. It reveals not just what your guests order, but who they are – their birthdays, preferences, and how they like to be contacted.
Every order and every reservation are a goldmine of data about your customers and their habits. Use this data to build deeper connections and boost your bottom line.
Optimise for efficiency and cost-saving
Automating and digitising manual and repetitive processes is the quickest way to efficiency in your restaurant. Why is this important? Because it gives you the time to focus on what matters most – creating an exceptional dining experience for your guests while minimising food waste and controlling costs.
Prioritise customer experience
Providing an outstanding customer experience is a key factor in generating return customers, therefore keeping the needs of your customers at the heart of everything you do can help secure the long-term success of your restaurant.
It's easier than ever to deliver an excellent customer experience with the use of technology. Here are some ways to make your customer's lives easier:
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Order & Pay: Allows customers to order and pay in under 60 seconds and reduces your staff workload.
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Online ordering convenience: Your online system needs to be super simple to use - think one-click checkout, options like Google Pay and Apple Pay, and secure payment processing. Did you know over a third of online orders in the UK are already done through mobile wallets? If you're not making it easy for customers to pay how they want, you could be missing out on sales.
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Digital loyalty integration: Forget clunky punch cards and introduce a digital program tied to your customer phone number.
Invest in staff development
Staff turnover is a bummer for everyone. One major reason people leave? Feeling like they're stuck in the same place. Investing in your team's growth makes them feel valued, which is good for them AND your bottom line. Technology can play a major part in improving your team's happiness levels - from onboarding to training. Offering regular opportunities for skill enhancement through a hospitality LMS enhances your business and gives your employees a chance to progress in their careers.
Stay ahead of trends
Your customers aren't the same as they were a few years ago. To keep them coming back, you've got to keep up with changing tastes and expectations. Staying ahead of those trends means more than just a new menu item – it's about showing you understand what matters to them.
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The rise of the solo diner: Don't neglect solo customers - in the past year alone, this trend grew by 4%. Offer smaller portion options, bar seating, and a welcoming atmosphere that makes them feel comfortable dining alone.
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Sustainability matters: Sourcing local ingredients and minimising waste isn't only something modern operators should have in mind, but that's a great thing to shout about in your marketing communications.
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Dietary inclusivity: Expand your menu with diverse options – vegan, vegetarian, and allergen-free selections are increasingly in demand. With an estimated 2.5 million vegans in the UK, adding plant-based options caters to this growing market, plus those seeking healthier or meat-free choices.
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Tech-savvy expectations: From online reservations to contactless payments, ensure your technology aligns with how customers want to interact with your business.
Bonus tip: Staying informed about industry publications, attending conferences, and monitoring social media conversations will help you spot emerging trends and adapt your restaurant to meet the evolving needs of your customers.
Ready to invest in your restaurant marketing?
In this article, we’ve covered pretty much everything a restaurant operator needs to know to get started with restaurant marketing. We’ve looked at the importance of marketing for your restaurant and how different venues can adapt their marketing strategy according to their budget. In planning, we have assessed how different investments can unlock a wider scope for targeted marketing campaigns and how to set objectives.
If you’re ready to invest in software to help with your restaurant marketing strategy, talk to our team about different online solutions that can help you depending on your objectives. Discover how Access can simplify your restaurant marketing strategy and boost your bottom line.
