Marketing for Restaurants: Where to Start

As a restaurant owner, you know that the BEST marketing is great food and service. For the purposes of this article, we’ll assume that you have that side of “marketing” good to go. After all, word of mouth goes a LONG way with local audiences. That said, there comes a point where you’ll have to consider what to do next to keep those folks coming through the door. 

Now, before you click away let’s say this: marketing can be expensive – but it doesn’t have to be! We’ve created this list with the cost-conscious restaurateur in mind. Most of these action points can be done inexpensively – and some might even be free. That said, there is always a time investment when we talk about marketing. You’ll have to build this into your weekly processes. The best way to free up that time? Well, you already know it’s to automate your systems and hire a CPA, but we’ll save that for another day. 

First things first, define your brand identity

Your restaurant is unique, so what sets it apart? That’s the key to your brand identity. Identify your restaurant’s selling points from the type of food you offer, the ambiance you provide, the entertainment that’s enjoyed. These are the foundational aspects of your brand identity. With them, you should come up with a voice: Are you formal or playful? Do you care about local ingredients? Are you fast casual? 

Next, define your audience

This shouldn’t be too hard, especially if you’ve been open for any length of time, but figure out who your target demographic is. We’re not just talking age and gender, but also interests – do these folks use Groupons for a fun night out? Are they a young crowd that spends money on drinks? If it helps, think of your ideal customer as a real person – then describe them. What do they like? Just as important, what DON’T they like? Creating this persona will absolutely inform your next step so take plenty of time to get this right.

Create a social media marketing plan

Sure, there are other ways to do marketing (we’ll get to some later) but overwhelmingly, social media sites will become your best friends. Places like Facebook, Instagram, and TikTok have become incredibly powerful in their ability to make a restaurant break out. So how can you create virality? Here are a few tips –

• Post regularly - The worst thing you can do is to be inconsistent with your posting. Figure out how often you need to post. Some restaurants post daily, while others post just once a week. Either way, you need to stick to a schedule
• Engage with your users - did someone comment on a post? Did they tag your restaurant and say they had a good time? Waste no time in responding. It can be something simple like “This made our day” but making sure you have prompt and meaningful engagement will help you grow your brand
• Create a selfie wall - You already know that food photography is a big deal, but you can help your online following with a few easy tweaks like a selfie wall. We found this article to be a great source of inspiration if you’re in need.
• Collaborate with people and organizations - Local influencers, food bloggers, and other businesses can help you cross-promote to expand your reach. Maybe there’s an ice cream shop on the same block that you love. Figure out a collab and watch your audience meld!

No one expects you to hit all of these on day one. Remember, social media is a marathon not a sprint. Figure out a way to make it fun for you AND your customers and you’ll soon see your follower count rise. That can only mean good things for your business.

Engage with online reviews

This is what some folks call “reputation management.” Google and Yelp Reviews are more important now than ever before. While you can’t control what someone posts, you can always control your response. Responding to a bad review can actually have a net positive effect on your reputation if you do it politely and empathetically. Don’t rush to defend your restaurant (even if it’s an unfair review), thank them for their review and let them know that they should come in and try again. 

Get Quality Photos

Investing in high-quality food photography is a must. The visuals of your dishes should not only show what makes your food great, but also give potential diners a look at what the dining experience is like.

Photos of your menu items don’t have to be super-expensive — even today's smartphones take awesome photos! Just be sure to take a little extra time to get photos of your menu items and your restaurant.

Optimize your website for mobile users

Most folks look at websites on their phone, especially when they’re going out to eat. Making sure your website is optimized for this experience is more important than ever. Seriously. If there’s one thing you take from this article, let it be that your website MUST be mobile-friendly. If you’re able to order online, put a button right on top. To quote Mad Men, your website should be “simple, but significant.” 

Marketing is an ongoing process. Some of these tactics will work better than others, but combined they should give you a great foundation for your marketing plan. Continually assess and adjust these strategies based on your results, and as always – don’t be afraid to look at other trends in the industry. If something is getting a response from a competitor, figure out YOUR way to do that thing. Good luck!

Looking for ways to simplify operations and increase profit for your restaurant? Check out this article next!

If you want to find out how we can help you grow your restaurant business, let's talk!