If you want your restaurant to grow, you need more than good food and service. You need a clear plan that helps people find you, try your food, and come back again.

A restaurant marketing plan gives you direction. It helps you set goals, choose the right channels, and reach the right people.

To build a restaurant marketing plan that delivers results, focus on your brand, know your audience, and use a mix of local SEO, social media, email, and promotions. Track your results and adjust based on what works.

In this article, you’ll learn how to build a plan step by step, with restaurant marketing tips you can apply right away.

What is Restaurant Marketing?

Restaurant marketing means sharing what makes your food, service, and brand worth trying. It’s the way you get people in the door and convince them to return.

Every message, post, or flyer you share should speak to your target audience and show them what they can expect when they visit your restaurant.

A strong restaurant marketing strategy combines online tools and offline promotions. It includes:

• Digital marketing - Posting on social media, running email marketing campaigns, and updating your restaurant website.
• Traditional marketing - Using direct mail, flyers, or restaurant signage to reach your local community.
• Customer engagement - Asking for online reviews, building loyalty programs, and responding to feedback.
• Visual content - Sharing short videos and strong food photos to highlight menu items.

You can’t market taste or smell, but you can use visuals and clear content to build interest. People trust what they see and what others say.

When your restaurant marketing feels consistent, updated, and personal, you’ll attract more customers and build long-term relationships with loyal customers.

Key Areas That Define Restaurant Marketing Today

Modern restaurant marketing goes far beyond posting on social media or running an ad. To stay competitive, restaurants need a full strategy that covers every part of the guest experience.

Each area works together to help you attract customers, build trust, and turn them into loyal customers. When you cover all the key areas, your efforts become more focused and more likely to drive results.

Product

In restaurant marketing, the product goes beyond what’s on the plate. It includes the food, service, atmosphere, and how people feel when they eat at your place.

A good product matches what your customers want and expect. If there’s a gap, no amount of promotion will fix it.

Think about how your product covers these points:

• Food quality - Flavor, freshness, and consistency every time.
• Presentation - How the food looks when it hits the table.
• Service style - Friendly, quick, or refined, depending on your concept.
• Experience - From decor to cleanliness, it all shapes the visit.
• Menu variety - Enough menu items to satisfy your main crowd.

Each part should match your restaurant’s brand. If you focus on comfort food, your meals should be warm, filling, and simple. If you’re known for creative dishes, your plating and ingredients should reflect that.

What you serve and how you serve it is your biggest message to new customers. When the product matches your promise, it keeps people coming back.

Price

Price sends a clear message about your restaurant. It tells people what type of experience they can expect, from how the food looks to how the staff interacts.

More than a number, price reflects the value you offer. It shows where your place fits in the local restaurant market.

What works for one concept may not fit another. Here are common pricing tiers and how they shape expectations:

• Budget pricing - Simple meals, quick service, and strong focus on volume.
• Mid-range - Balanced pricing that mixes quality, portion size, and service.
• Premium pricing - Higher cost tied to upscale ingredients, plating, and presentation.

If you charge more, your food, environment, and service need to back it up. When you charge less, the experience should still meet the expectations of your target audience.

Consistency builds trust, and trust brings back customers. A clear pricing strategy supports your overall restaurant marketing plan and helps you attract the right crowd without confusion.

Place

Where you serve your food shapes how people think about your restaurant. It’s not just about the location. It’s also how the space looks, feels, and functions.

A well-designed setting sends a message about your restaurant’s brand and helps support your prices, service style, and menu items.

Different formats require different setups:

• Dine-in restaurants - Guests expect a clean, welcoming space where they can relax and enjoy their meal.
• Takeout-focused spots - Keep the layout simple with easy access to pickup counters and clear signage.
• Delivery-only kitchens - The focus shifts to online platforms, so the physical space matters less than how you appear across delivery services and your restaurant website.

Your location also affects your local SEO and how often you show up in local search results. Even if you run a small shop, your presence still needs to match customer expectations.

From sidewalk views to table layout, every detail supports your overall message. When your space matches the kind of experience your target audience expects, you’re more likely to earn their trust and turn visits into habits.

Promotions

Promotions work because people like getting something extra. A strong promo can turn a first-time guest into a regular.

Not every promotion works for every type of restaurant. The best ones match your pricing, place, and vibe. Here are a few options worth testing:

• Happy hour specials - Great for drawing after-work crowds.
• Loyalty rewards - Points or punches that build up to a free meal.
• Limited-time menu items - Seasonal dishes or one-day-only meals.
• Birthday perks - Discounts or free dessert to make the visit feel personal.
• Printable or digital coupons - Sent through email marketing or Facebook page posts.

You can also offer holiday deals, gift card bonuses, or run local contests. These promotions also increase your brand visibility.

The right restaurant promotions help you stand out in a busy market and keep your name top of mind.

13 Best Restaurant Marketing Ideas to Bring New and Repeat Customers

The following are effective marketing strategies restaurant owners use to attract customers.

1. Claim and Optimize Your Google Business Profile

Your Google Business Profile helps people find your restaurant online. It appears in Google Maps, local results, and branded searches.

According to Google, complete profiles get 7x more clicks and are 70% more likely to attract visits. If you don’t claim and optimize it, you risk losing traffic to other local restaurants.

Start by claiming your listing and filling in every field. Include your name, address, hours, and a short business description.

Keep it accurate and update it whenever something changes. Responding to Google reviews and posting updates helps your listing stay fresh and signals that your business is active.

A polished profile boosts visibility in local search results, builds trust, and turns searchers into potential customers.

Quick Wins to Boost Your Google Business Profile

Your profile needs more than just contact details. Strengthen it with:

• A custom URL for your Google listing
• Business categories that match your services (e.g., seafood restaurant, brunch cafe)
• Holiday or seasonal hour updates
• Short Q&A responses to common customer questions
• Weekly business posts with updates, promos, or specials

2. Use Local SEO to Rank in “Near Me” Searches

Nearly half of all Google searches have local intent. If your restaurant doesn’t show up in those results, you’re missing real traffic. Local SEO helps you rank when people search for things like “best lunch near me” or “pizza nearby.”

But it’s not just about keywords. Google uses over 200 ranking factors, including location signals, mobile load speed, and consistency across your listings.

If your information is wrong or your site loads slowly, your visibility drops. Local rankings are earned by being reliable, current, and easy to find on and off your website.

Underrated SEO Factors to Focus On

Most restaurant industry guides miss these key tactics for search engine optimization:

• Make sure your website is mobile-friendly and loads in under three seconds
• List your health score or safety badge if publicly available
• Add short bios for your chef or team to create local relevance
• Mention nearby streets, landmarks, or venues in blog content
• Translate your homepage or menu for multilingual areas

These actions make you more useful to both search engines and people nearby.

3. Offer First-Time Visitor Deals

Getting people to try your restaurant for the first time is one of the hardest parts of restaurant marketing. A smart way to lower that barrier is by offering a deal just for new diners.

These promotions reduce hesitation and give people a reason to choose your place over another local restaurant. First-time offers can take different forms: discounts, free meal add-ons, or “buy one, get one” deals.

The goal is to make the first visit memorable so that it turns into many more. According to a recent survey, 54% of diners say discounts and offers influence where they eat, especially if they’re trying a new spot for the first time.

Be clear about how the deal works and limit it to one-time use per person. Promote it on your website, Google profile, or through email marketing.

Effective First-Time Offer Ideas

Try these simple and proven tactics:

• 15% off the first order with code “WELCOME15”
• Free appetizer with a purchase of two entrées
• BOGO on weekday lunches for new diners
• Free dessert when joining your email list
• Scratch-off coupons distributed via direct mail

4. Launch a Loyalty Program That Rewards Visits

A loyalty program keeps your best guests coming back. It also gives them a reason to choose your restaurant instead of trying something new.

In fact, customers enrolled in loyalty programs visit restaurants 20% more often and spend 20% more per visit.

Loyalty programs also create a system that rewards repeat behavior, builds habits, and supports brand loyalty. A simple punch card can work, but digital tools make tracking and redemption easier.

Many restaurant owners now use apps or online systems that connect with online ordering and in-store purchases. The goal is to recognize your most loyal guests in a way that feels rewarding and not complicated.

Loyalty Rewards That Actually Work

Try offering benefits like:

• A free entrée after five visits
• Bonus points on slower days (e.g., double points Tuesdays)
• Surprise rewards tied to spending habits
• Early access to special events or limited menu items
• Birthday bonuses delivered through email marketing or sms marketing

When rewards feel personal and easy to redeem, your guests are more likely to come back often.

5. Host Events or Live Entertainment Nights

Hosting special events gives your restaurant energy, draws crowds, and creates memorable experiences that keep people talking. Events further support your restaurant marketing strategy by boosting word-of-mouth and giving your audience a reason to return.

There are 70% of millennials who prefer spending money on experiences over products, which makes this tactic perfect for reaching diners who want more than just a meal.

Live music, trivia nights, local chef spotlights, or food tastings can all bring in new customers. Promoting events also increases your visibility on social media, where guests often tag your location or share videos. That builds engagement and puts your name in front of their friends.

Event Types That Attract Local Crowds

Some event formats to try:

• Jazz brunch or acoustic dinner sets on weekends
• Game nights or themed trivia tied to food specials
• Holiday or seasonal tasting menus with a limited-time menu
• Ticketed chef-led cooking demos with drink pairings
• Charity fundraisers to connect with your local community

6. Create a Seasonal or Themed Online Menu Promotion

Seasonal menu online gives guests something new to look forward to while encouraging limited-time visits. These types of promotions are effective because they bring urgency.

Hungry customers know they only have a short window to try the new menu, which increases orders and foot traffic. This tactic also helps your kitchen highlight ingredients that are fresh and cost-effective.

Themed menu ideas work year-round. You can shape promotions around local events, food holidays, or even pop culture themes. According to Grubhub, restaurants that rotate seasonal menus see a 26% increase in customer return rate.

These promotions also boost social media content and give people something new to share or talk about.

Seasonal Menu Promotion Ideas to Try

Keep things creative with:

• A chili menu during colder months
• Summer-themed drinks using fresh fruit
• Weekly chef-inspired tasting plates
• Limited-edition desserts tied to holidays
• Local farm-to-table items with featured ingredients

Rotate your seasonal offers to stay relevant and give both new and loyal customers a reason to come back.

7. Leverage Influencer and Food Blogger Partnerships

Partnering with influencers and food bloggers gives your restaurant instant reach. Local creators already have trusted followings who pay attention to what they eat, where they go, and what they recommend.

A single tag from a respected food account can drive dozens of reservations or delivery orders in hours. It works well for restaurant marketing because it’s based on real content, not ads.

It also provides authentic feedback, behind-the-scenes views, and user-generated content you can share on your own social media platforms. Influencer visits often result in increased social media engagement and exposure to potential customers you haven’t reached yet.

How to Work with Influencers the Right Way

Simple ways to start:

• Invite local food bloggers to soft openings or menu tastings
• Offer free meals in exchange for honest social media posts
• Run limited-time campaigns with local creators
• Share influencer reels or stories on your own feed
• Track traffic using promo codes or unique booking links

8. Run Geo-Targeted Ads on Google or Meta

Geo-targeted ads help you reach diners near your location who are ready to eat. Platforms like Meta and Google Ads allow you to set precise delivery areas, target by ZIP code or radius, and promote offers during high-traffic hours.

When crafted well, ads support personalized marketing campaigns by letting you promote different offers to specific groups, like new customers, lunch visitors, or returning guests. Using interest and behavior filters, you can target users who dine out often or follow food content.

Ads that are built around clear promotions, urgency, or local relevance usually perform better. And while it’s common to focus on bringing in new traffic, ads are also useful to attract loyal customers back with exclusive deals or limited-time menu alerts.

Tips to Improve Paid Reach in Your Area

Maximize your ad spend by:

• Running paid media campaigns during peak dining hours
• Using mobile-optimized landing pages with direct reservation links
• Featuring local dishes or delivery-only specials
• A/B testing headlines with action-based language
• Retargeting past visitors with loyalty perks or event invites

9. Send Out Email and SMS Specials

Email and text messaging let you speak directly to your customers without relying on third-party platforms. These channels work especially well for restaurant promotions, limited-time deals, or notifying guests about updated hours or a new menu.

Unlike social posts, these messages reach people who’ve already shown interest. Email marketing still delivers one of the highest returns for restaurants, especially when the content is timely and useful.

Pair that with SMS marketing for flash sales, reminders, or last-minute availability. Texts are read faster and often lead to quicker action, which is important during peak mealtimes.

Both formats help you build stronger relationships and encourage repeat visits, without paying extra for reach.

Ways to Use Email and SMS Effectively

Keep your messages focused and easy to act on:

• Send mid-week specials with clickable menu links
• Promote loyalty rewards or “insider-only” discounts
• Share early invites for special events
• Offer birthday deals with a code in the message
• Alert subscribers when online reservations open

Segment your list when possible to send updates that match each guest’s behavior or preferences.

10. Share Behind-the-Scenes Content on Social Media Platforms

Behind-the-scenes (BTS) content builds trust. It shows the real people, prep, and process that make your restaurant run.

Sharing this type of content across your social media platforms helps humanize your brand identity so it’s more relatable to both current and future diners.

Posts like team introductions, daily kitchen prep, ingredient deliveries, or casual moments during service give guests a glimpse of your restaurant culture. A short reel showing a chef plating a dish or staff laughing during cleanup feels more authentic than polished ads.

From a strategy standpoint, BTS content also supports organic reach and engagement, complementing your paid and digital advertising efforts. Many restaurants hire a content marketing manager or assign a team member to plan weekly video clips, stories, or photo posts.

Ideas for Behind-the-Scenes Posts That Engage

Consider these content types:

• Chef prep or staff shift changeovers
• Daily specials being made in real time
• Time-lapse videos of a busy dinner service
• Staff birthdays, team milestones, or onboarding moments

11. Offer Online Ordering and Delivery Options

Restaurants that offer direct ordering and delivery tend to see higher average ticket sizes and more frequent orders. It also creates convenience for guests who want to enjoy your food at home or at work.

Many diners now discover new places through dining apps like DoorDash, Uber Eats, and Grubhub. Being listed on these platforms boosts visibility and allows for quick ordering from mobile devices.

However, it’s also smart to offer direct ordering through your own restaurant website or mobile app to reduce fees and keep control of the experience.

Well-run online ordering integrates with your kitchen flow and POS system. It’s important to keep menus accurate, track wait times, and give guests real-time updates.

Ways to Improve Online and Delivery Ordering

Set your digital setup up for success:

• Offer order-ahead options for busy lunch hours
• Add photos and descriptions for all dishes
• Include upsell items like drinks, sauces, or dessert
• Provide delivery tracking if available
• Use customer feedback to improve the customer experience

Online ordering supports both new traffic and keeps regulars coming back.

12. Encourage and Respond to Online Reviews

Online reviews influence where people choose to eat. Studies show that 94% of diners say positive reviews make them more likely to visit a restaurant, while negative ones often push them away.

For local spots, review platforms often act as the first impression, even before someone sees your menu or website.

A strong base of reviews also supports your online marketing strategy and helps your restaurant show up higher in search results and create trust with first-time visitors. Responding to reviews, good and bad, shows that you listen and care about each guest’s experience.

Encourage feedback by placing gentle reminders on receipts, table tents, or follow-up emails. When guests leave a kind comment about your service, your team, or your delicious food, say thank you publicly. When they mention a problem, offer to fix it.

Ways to Earn More Helpful Reviews

Simple tips include:

• Ask happy diners to leave a quick review before they leave
• Add review site badges to your website and confirmation emails
• Create a QR code that links to your Google or Yelp page
• Respond quickly and professionally to all reviews
• Use feedback to improve service or menu choices

13. Partner With Local Businesses for Cross-Promotions

Teaming up with other local businesses is a smart way to expand your reach and strengthen your presence in the community.

It also adds variety to your marketing efforts by tapping into new audiences without a huge spend. When both sides promote each other, it creates shared value and encourages more local support.

Look for businesses that share your values and serve similar customer types, such as florists, breweries, or gyms. A mutual promotion can be as simple as displaying each other’s flyers or as detailed as a co-branded event.

These partnerships give you the chance to extend your brand voice beyond your own channels and into the spaces your neighbors have already built.

Partnership Ideas to Build Local Buzz

Easy and effective ideas include:

• Bundle discounts with local retail shops or cafes
• Pop-up tables at each other’s locations
• Shared giveaways tied to holidays or upcoming events
• Food-and-drink pairings with breweries or distilleries
• Co-hosted charity nights or fundraisers

Working together creates momentum and shows diners that you’re invested in more than just your own success.

How to Track Your Local Restaurant Marketing Strategies’ Performance

To improve your results, you need to measure them. Tracking gives you a clear view of which tactics bring value and which don’t. It turns your marketing from guesswork into a system you can adjust and grow.

Know Your Goals and KPIs

Before you dive into analytics, set specific goals that match what your restaurant needs. Clear objectives give your team something to work toward and help measure real progress.

Every local restaurant has different needs, but common goals often fall into these areas:

• Increase new guests - Track first-time orders, website clicks, or promo redemptions.
• Boost repeat visits - Measure loyalty redemptions, returning user sessions, or email opens.
• Grow average ticket size - Watch upsell success, combo purchases, or order totals.
• Drive event turnout - Track RSVPs, coupon use, or traffic during special events.
• Improve online presence - Look at profile views, map clicks, and online reviews.

Choose just a few KPIs at a time. When your goals are clear and measurable, your marketing efforts become easier to track and adjust.

Set Up Your Tracking Tools and Platforms

Once your goals are set, the next step is choosing tools that make it easy to collect and view your data. You don’t need expensive software to get started. Many platforms you already use offer free reporting features that can track visits, spending, and conversions.

For basic tracking, start with:

• Google Analytics – Measures website visits, bounce rates, and conversions.
• Google Business Profile – Tracks calls, direction requests, and search views.
• POS reports – Shows sales trends, order sizes, and repeat purchases.
• Email platforms – Logs open rates, click-throughs, and subscriber growth.
• Reservation or delivery apps – Gives insights into booking frequency and guest habits.

Keep everything organized in one spot, even if you’re using multiple tools. Many restaurants use a simple dashboard or spreadsheet to review weekly performance.

What matters most is staying consistent. When your tracking setup runs smoothly, you’ll spot trends faster and respond before problems grow.

Compare Your Results Against Benchmarks

Tracking numbers only get you so far. To know if your marketing efforts are actually strong, you need to compare them against real-world standards.

Start by comparing your performance to:

• Your own past results – Are you improving month-over-month or repeating the same numbers?
• Industry averages – Metrics like email open rates, review counts, or average order value help spot gaps.
• Local competition – Use search and review sites to see how you stack up against local restaurants nearby.

If your email open rate is 12% and the industry average is 20%, there’s room to improve. If your Google views are rising while bookings stay flat, it may be a content or conversion issue.

Keep tracking over time, not just once. Small changes in your dashboard can point to big shifts in guest behavior.

Make Restaurant Marketing Easier Than Ever With Buildify

If you’re creating a restaurant marketing plan that delivers real results, you need tools built for speed, simplicity, and growth.

Buildify helps you skip the costly third-party platforms and gives you full control of your digital presence. Everything you need comes in one package, designed specifically for restaurants.

For $399 per month, Buildify lets you:

• Launch a professional restaurant website in under five days
• Add smooth online ordering with no commission cuts
• Give customers a branded app they can use to order and stay connected
• Use push notifications to send restaurant promotions or time-sensitive offers
• Share coupons and community deals to reach more customers

Want to stop losing revenue to third-party apps and build your own branded ordering experience? Contact Buildify and go live in days!

FAQs About Restaurant Marketing

How to do marketing for a restaurant?

To market a restaurant, you need a clear strategy that includes building your Google Business listing, staying active on social media, using SEO, and creating promotions that attract new and returning customers. Share real customer stories, use consistent marketing materials, and keep your content up to date to appear in relevant search results.

What’s the difference between traditional and digital marketing?

Traditional marketing uses offline channels like flyers, billboards, and radio, while digital marketing relies on online tools such as websites, social media, email, and search engines. Digital marketing offers real-time tracking and better targeting compared to traditional methods.

What are the 7 Ps of service marketing in restaurants?

The 7 Ps are product, price, place, promotion, people, process, and physical evidence. These help define the overall customer experience and shape how your restaurant is positioned in the market.

What are the essential restaurant marketing strategies?

Key strategies include SEO, loyalty rewards, event promotions, social media content, influencer partnerships, and review management. Together, these tactics help attract diners, build trust, and increase repeat visits.

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