- What is a Restaurant Marketing Plan? The Blueprint for Success
- Branding and Positioning: Crafting Your Restaurant’s Unique Flavor
- Creating a Mission Statement: Your Restaurant’s Heart on a Plate
- Crafting a Unique Selling Proposition (USP): Why Should Diners Choose You?
- Identifying Your Ideal Customer: Who’s Eating at Your Tables?
- SWOT Analysis: Mapping Your Strengths, Weaknesses, Opportunities & Threats
- Setting Marketing Goals & KPIs
- Marketing Objectives: From Awareness to Loyalty
- Budgeting for Restaurant Marketing
- Create a Restaurant Marketing Calendar: Get Organized, Stay Consistent
- Final Thoughts: Empower Your Restaurant with the Right Tools
- FAQs
Key Takeaways
- Creating a restaurant marketing plan is essential for growth.
- Your brand isn’t just your logo; it’s the entire customer experience, both in-person and online.
- A custom ordering website is a game-changer for boosting online sales and keeping more of your profits.
- SMART goals keep your restaurant marketing strategies focused and measurable, ensuring success.
- Using a mix of digital tools—like AI-powered texts, email campaigns, and loyalty programs—can automate your marketing for maximum efficiency.
- Tracking KPIs, like customer retention and conversion rates, helps you see what’s working and where to adjust.
- With tools like Orders.co, you can streamline your marketing efforts and free up more time to focus on delivering great food and service.
It’s simple: without a plan, you’re just guessing.
As a restaurant owner, you’re juggling daily operations, managing staff, and ensuring your food is top-notch.
But to grow, you need more than just great service.
You need a solid restaurant marketing plan that’s practical, focused on results, and built to adapt to today’s customer expectations.
Here’s a taste of what we’ll cover in this guide:
- How to create a killer mission statement that reflects your restaurant’s heart.
- Building a unique brand identity that sticks with customers and makes them choose you over competitors.
- Simple ways to track your progress (hello, KPIs) so you know your marketing is actually working.
What is a Restaurant Marketing Plan? The Blueprint for Success
Think of a restaurant marketing plan as your business’s GPS.
It guides your efforts, ensuring you don’t waste time or resources in the wrong direction.
At its core, a restaurant marketing plan lays out clear goals and the tactics you’ll use to achieve them.
It helps you understand who you’re targeting, where you’re spending your budget, and how you’re measuring success.
Why Does It Matter?
In a world where 90% of diners look up a restaurant online before visiting, you need to make sure your restaurant is seen, heard, and loved in all the right places.
A well-structured restaurant marketing plan lets you do that—balancing in-house diners, online takeout, and delivery so you’re not just relying on one revenue stream.
Quick Tip: Keep It Flexible
A good restaurant marketing plan isn’t set in stone. Update it, tweak it, and adapt as restaurant trends and customer behavior shift.
Read Also:
- The Ultimate Guide to Restaurant Marketing: 9 Strategies You Don’t Want to Miss
- Empowering Your Business: The Must-Have Marketing Tools for Restaurants
- Innovative Restaurant Marketing Strategies for Growth
- Proven Marketing Strategies: How to Skyrocket Your Restaurant Sales
- The Ultimate Guide to Restaurant Reputation Management: Nurturing Your Brand Online
- Cutting-Edge Marketing Tactics for Boosting Your Restaurant’s Visibility
- The Essential Guide to Restaurant Management: Tips, Tricks, and Best Practices
Branding and Positioning: Crafting Your Restaurant’s Unique Flavor
From the moment a customer first hears about your restaurant to their experience when they visit your website or step through your doors, your brand defines how they feel, perceive, and connect with your business.
It’s the personality of your restaurant, the values you stand for, and the promise you deliver.
Whether you’re a cozy café serving locally sourced breakfasts or a modern bistro with fusion flavors, your brand is what makes you memorable.
What is Branding in the Restaurant World?
Branding is about recognition and perception. It’s the combination of the visual elements (like your logo, color scheme, and menu design) and the emotional elements (like your restaurant’s mission, values, and the kind of experience you want to provide).
Example:
- Visual Branding: Clean, modern aesthetics and sleek menus for a high-end dining experience.
- Emotional Branding: A commitment to sustainability and farm-to-table freshness that resonates with eco-conscious customers.
Branding in the Digital Age: Connecting with Customers Online
Digital presence is a huge part of your branding.
In fact, 85% of customers say quickly finding reviews and information about a restaurant online is critical to their decision-making.
That means your online presence—from your website to your social media accounts—should align with your brand’s identity.
Your website should reflect the same experience customers get when they dine in.
Design Elements That Reinforce Your Brand:
- Color Palette: If your restaurant has a warm, cozy vibe, use earth tones and rustic imagery on your website. For a sleek, modern brand, go for minimalistic designs and clean lines.
- Fonts and Layout: The font choice should align with the personality of your restaurant. A family-friendly diner might go for playful fonts, while a fine dining establishment would opt for something more elegant and refined.
Orders.co’s Custom Ordering Website
Having your own commission-free custom ordering website is a game changer for restaurants, and Orders.co makes that process seamless and incredibly efficient.
- Commission-Free: Orders.co lets you keep 100% of the profits from every order.
- AI-Powered Marketing: Automatically engage your customers with personalized SMS and email offers (powered by A) to keep them returning.
- Loyalty Programs: Set up customized loyalty programs to reward your repeat customers and increase customer retention.
- Smooth User Experience: Orders.co ensures your site is user-friendly, with a sleek design that makes ordering fast and easy for your guests.
- Integrated with Guest Feedback: Easily monitor and respond to guest feedback, making sure you stay on top of what customers are saying about your restaurant.
Schedule a demo today to see how it can take your restaurant business to the next level.
Creating a Mission Statement: Your Restaurant’s Heart on a Plate
Your restaurant’s mission statement is the core philosophy that drives everything from your service style to your menu offerings.
It reflects your values, sets the tone for your customer experience, and defines the goals that you and your team strive for every day.
Here’s how to craft one that’s unique, clear, and inspiring:
- Be Concise: Your mission statement should be short and to the point. Ideally, one or two sentences should encapsulate your restaurant’s purpose.
- Reflect Your Values: Showcase the core values that drive your restaurant, whether it’s sustainability, community involvement, or culinary innovation.
- Show Your Culinary Vision: Highlight what makes your menu special or how you approach food—whether it’s your commitment to fresh, local ingredients or your creative fusion of flavors.
Steps to Crafting a Powerful Mission Statement:
- Start with Your Why: What motivated you to start this restaurant? What are you passionate about in the culinary world?
- Consider Your Audience: Who are you trying to attract? Craft a statement that speaks to their values and desires.
- Highlight Your Unique Selling Points: What makes your restaurant different from others?
- Use Emotion: Your mission statement should evoke an emotional response. It should connect with your customers on a deeper level, creating loyalty and excitement for your brand.
Here’s a Simple Template:
“At [Restaurant Name], we are committed to [value or passion], offering [what you serve] that [how it benefits the customer]. Our mission is to [what you aim to achieve] by providing [specific experience or product feature].”
20 Mission Statement Templates for Inspiration
- “At [Restaurant Name], we’re passionate about delivering fresh, locally sourced meals that bring people together and create unforgettable dining experiences.”
- “Our mission at [Restaurant Name] is to offer delicious, handcrafted dishes made with love while fostering a warm, welcoming atmosphere for our community.”
- “We exist to share our love for [cuisine] by serving authentic dishes made with the finest ingredients and creating an environment where customers feel at home.”
- “At [Restaurant Name], we aim to redefine fast food by providing quick, healthy, and delicious meals that nourish both body and soul.”
- “Our mission is to bring the flavors of [culture/country] to your table, with a focus on quality, tradition, and innovation.”
- “At [Restaurant Name], we believe in sustainability and fresh ingredients, offering a farm-to-table experience that supports local farmers and delights our guests.”
- “We are dedicated to creating a dining experience that blends culinary excellence with heartfelt hospitality, where every meal is a celebration.”
- “Our mission is to bring people together through food—providing exceptional service, memorable flavors, and a space where everyone feels welcome.”
- “At [Restaurant Name], we’re committed to serving high-quality, ethically sourced meals that positively impacs both our community and the environment.”
- “We aim to deliver a culinary journey that excites the senses and warms the heart, with every dish crafted to tell a story.”
- “Our restaurant offers a space where people can gather over great food, have good conversation, and create lasting memories.”
- “We believe food should be fresh, local, and full of flavor. That’s why at [Restaurant Name], we source the best ingredients to create meals that are as healthy as they are delicious.”
- “Our mission at [Restaurant Name] is to make every guest feel like family, with warm service, comforting meals, and an inviting atmosphere.”
- “At [Restaurant Name], we are driven by a passion for innovation, constantly creating bold, exciting flavors that push the boundaries of traditional cuisine.”
- “Our purpose is to serve food that connects people—delicious, sustainably sourced, and crafted with care.”
- “We are committed to creating a dining experience that not only satisfies but also inspires—serving dishes that reflect the creativity and passion of our chefs.”
- “At [Restaurant Name], our mission is to provide more than just a meal—we aim to create a culinary experience that brings joy, comfort, and connection.”
- “We believe in the power of food to bring people together. At [Restaurant Name], our mission is to make every meal an opportunity to create lasting memories.”
- “Our mission is simple: to deliver fresh, flavorful dishes that make our customers feel good while supporting local farmers and sustainable practices.”
- “At [Restaurant Name], we strive to make every visit a special occasion—offering the best of [cuisine] with exceptional service and a commitment to quality.”
Crafting a Unique Selling Proposition (USP): Why Should Diners Choose You?
Your USP is the answer to a simple but powerful question: What makes your restaurant unique?
It’s a combination of your food, service, atmosphere, and values that make you memorable in a way your competitors aren’t.
It could be anything from a specialty dish, an innovative dining concept, or an unforgettable dining experience.
Think of it as your restaurant’s signature flavor, the reason diners will return again and again.
Steps to Develop Your Restaurant’s USP
1. Identify Your Strengths
- What does your restaurant do better than anyone else?
- Is it the freshness of your ingredients? Your unbeatable customer service? Your innovative menu?
2. Know Your Audience
- Who are your customers? What do they value most when dining out?
- Are they looking for convenience, exotic flavors, a family-friendly environment, or a romantic ambiance?
3. Evaluate Your Competition
- Take a look at what other restaurants in your area are offering.
- How can you differentiate yourself from them? Can you provide something they don’t?
4. Keep it Simple and Memorable
- Your USP should be concise and clear. Think about how you can communicate your USP in a few words or a catchy phrase.
- Example: “Farm-to-table comfort food, with a twist of gourmet.”
How to Highlight Your USP
- In Your Branding: Your logo, tagline, website, and marketing materials should all reflect your USP.
- On Your Menu: Make sure your USP is visible in the dishes you serve, whether it’s by highlighting unique ingredients or including a special “signature” section.
- Through Customer Experience: Every interaction—whether it’s in-person, on social media, or through your custom ordering website—should emphasize your USP.
15 Examples of Restaurant USPs
- “The freshest seafood, flown in daily from coastal fisheries.”
- “Authentic wood-fired pizzas, cooked in a 900-degree oven for true Italian flavor.”
- “Farm-to-table dishes made with ingredients sourced within 50 miles of our kitchen.”
- “A family-friendly dining experience with a dedicated play area for kids.”
- “Fast, healthy, and delicious meals served in under 10 minutes—perfect for busy professionals.”
- “Home of the 24-hour breakfast—because breakfast cravings don’t have a curfew.”
- “An immersive dining experience where every dish is paired with a local craft beer.”
- “Award-winning vegan cuisine that even carnivores will love.”
- “Fresh, hand-rolled sushi prepared by master chefs with 20 years of experience.”
- “Exclusive chef’s table dining with personalized multi-course meals.”
- “Serving comfort food with a gourmet twist—classic dishes reimagined.”
- “All our dishes are cooked in eco-friendly, zero-waste kitchens.”
- “A boutique restaurant with a focus on rare wines and small plates.”
- “Outdoor dining with a view—our rooftop terrace offers the best skyline in town.”
- “Bringing the flavors of [Country] to you—authentic recipes passed down through generations.”
Identifying Your Ideal Customer: Who’s Eating at Your Tables?
Your restaurant may have the best food in town, but if you’re not targeting the right customers, those dishes will go unnoticed.
Knowing who’s eating at your tables helps shape everything from your marketing efforts to the dishes you serve.
But how do you define your target customer in a meaningful, actionable way?
Let’s break it down step by step.
Start with the Basics: Demographics
Demographics are the foundational building blocks when identifying your target customer.
Here are a few key demographics to consider:
- Age: Are you serving college students, young professionals, families, or retirees?
- Gender: Is there a specific gender that tends to frequent your restaurant more?
- Income: What is the income level of your customers? Are they looking for a luxury dining experience or an affordable meal?
- Location: Are your customers local or tourists? Do they live in suburban areas or the city?
- Occupation: Are you attracting corporate professionals, creatives, or freelancers?
Example:
- A café near a university may target students aged 18-25 with lower incomes, offering affordable, quick meals with a trendy ambiance.
Go Deeper: Psychographics
Psychographics are about behaviors, attitudes, and values that define your customer’s lifestyle.
Here are some psychographic questions to think about:
- Values: Do your customers value sustainability and eco-friendly dining? Are they health-conscious?
- Lifestyle: Are they busy professionals looking for quick lunch options or families wanting a cozy weekend meal?
- Dining Preferences: Are they food adventurers who love to try new flavors, or do they prefer classic dishes with a twist?
- Social Behaviors: Do they like sharing food experiences on social media? Do they participate in food trends?
Example:
- A vegan restaurant might focus on customers who are passionate about sustainability, wellness, and ethical eating.
Analyze Dining Behaviors
To truly understand your customer, you need to consider their dining behaviors.
These are the actions and habits customers show when they interact with your restaurant.
Here are some key behaviors to consider:
- Frequency: How often do they dine out? Are they regulars or occasional visitors?
- Order Habits: Do they prefer dine-in, takeout, or delivery?
- Timing: Are they more likely to visit for lunch, dinner, or weekend brunch?
- Spending Habits: Are they willing to splurge on a full-course meal or prefer small, affordable bites?
- Special Dietary Needs: Are they looking for gluten-free, vegetarian, or other dietary accommodations?
Example:
- A family-oriented diner might target customers who prefer to dine out on weekends, focus on kid-friendly meals, and value large portions at an affordable price.
Putting It All Together: Creating a Customer Persona
Once you’ve gathered all this information, it’s time to bring it together into a customer persona.
This detailed, semi-fictional profile of your ideal customer helps guide your marketing and business strategies.
Target Audience Insights
| Customer Type | What They Care About | Marketing Strategies to Target Them | Menu Preferences |
| Families | Value, kid-friendly meals, comfortable atmosphere | Family meal promotions, group deals, “Kids Eat Free” nights | Large portions, variety, familiar dishes |
| Young Professionals | Convenience, quality, and social media experiences | Promote fast-casual options, lunch specials, and Instagram-worthy meals | Grab-and-go options, health-conscious items |
| Tourists | Authentic local experiences, memorable dining | Partner with local tourism boards, advertise on travel apps | Local specialties, unique food experiences |
| Health-Conscious Diners | Nutritional info, organic ingredients, sustainability | Highlight healthy menu items, partner with fitness influencers | Plant-based, gluten-free, low-calorie items |
| Foodies | Unique, seasonal, and trend-setting cuisine | Feature limited-time offers, chef’s specials, and exclusive tasting menus | Gourmet, seasonal ingredients, fusion dishes |
| Budget-Conscious Diners | Deals, discounts, and affordable meals | Promote combo meals, happy hour specials, and loyalty discounts | Affordable yet filling meals, comfort food |
SWOT Analysis: Mapping Your Strengths, Weaknesses, Opportunities & Threats
A SWOT analysis is a simple methodology used to assess your restaurant’s Strengths, Weaknesses, Opportunities, and Threats.
It helps you understand what’s working well in your business, where you can improve, what external chances for growth are available, and any challenges you might face.
Strengths: What Makes Your Restaurant Stand Out?
Strengths are the positive internal factors that differentiate your restaurant from others.
These are the things you do well and are proud of.
Some examples of strengths:
- Signature dishes that customers rave about.
- Prime location that attracts foot traffic.
- Dedicated staff with minimal turnover.
- Efficient kitchen processes leading to reduced wait times.
Weaknesses: Areas That Need Improvement
Weaknesses are the internal factors holding your restaurant back.
Identifying weaknesses provides a foundation for growth and improvement.
Some examples of weaknesses:
- Inconsistent food quality due to supplier issues.
- Lack of online presence, making it hard for customers to find you.
- Limited menu that might not cater to dietary preferences like vegan or gluten-free.
These are areas where you can take action to improve. The goal is to turn weaknesses into strengths over time.
Opportunities: Seizing External Chances for Growth
Opportunities are external factors that can contribute to the growth of your restaurant.
They represent trends or shifts in the market that you can take advantage of.
Some examples of opportunities:
- Expanding online delivery services to capture more customers.
- Capitalizing on local events to create partnerships and attract new diners.
- Trending dietary preferences like plant-based options to cater to a new customer base.
Think of opportunities as a way to anticipate what’s next and adapt your strategy accordingly.
Threats: External Challenges You Should Watch Out For
Threats are external factors that could harm your business.
These could be anything from new competitors in your area to supply chain issues that drive food costs.
Some examples of threats:
- New competition in your neighborhood.
- Economic downturns that lead to reduced customer spending.
- Rising food prices, impacting your profit margins.
Understanding threats allows you to be proactive rather than reactive, ensuring your business can weather challenges.
Action Plan After a SWOT Analysis for Restaurants
| SWOT Category | Identified Issue/Insight | Actionable Steps |
| Strengths | Strong social media engagement | Invest more in social media marketing by creating targeted promotions. |
| Unique menu offering | Highlight this in your branding and offer exclusive dishes on delivery platforms. | |
| Weaknesses | Inconsistent customer service | Implement regular staff training and set clear service standards. |
| Low online presence | Develop a custom website with online ordering and integrate social proof (reviews). | |
| Opportunities | Growing demand for plant-based options | Expand your menu to include more plant-based and healthy options. |
| High tourism in the area | Create packages or promotions targeting tourists through local partnerships. | |
| Threats | Rising competition in the neighborhood | Differentiate with unique marketing strategies and focus on customer loyalty programs. |
| Economic uncertainty leading to lower spending | Introduce budget-friendly menu options or limited-time offers to attract cost-conscious diners. |
Setting Marketing Goals & KPIs
Creating SMART Goals: Making Success Real
SMART goals are a framework to help you set clear, actionable objectives.
Each letter stands for a key element in effective goal setting.
- Specific: Vague goals like “Increase sales” won’t cut it. Be laser-focused. Example: Increase online takeout orders by 20% in 3 months.
- Measurable: You need to track progress. For example, track how many new customers are coming in from a specific marketing campaign.
- Achievable: Keep your goals within reach. Instead of trying to double your revenue overnight, aim for realistic growth, like improving your retention rate by 15% this quarter.
- Relevant: Ensure the goal fits with your restaurant’s broader vision. Don’t just set a goal to “get more Instagram followers” if your main focus is to boost in-house dining experiences.
- Time-bound: Every goal should have a deadline. For example, Reach 500 new loyalty program sign-ups by the end of the year.
Read Also:
Key Performance Indicators (KPIs): Tracking Your Success
Once you’ve set your SMART goals, you need to measure their success using KPIs.
KPIs are metrics that tell you how well your marketing efforts are performing and whether or not you’re on track to hit your targets.
Here are some essential KPIs for restaurants:
- Website Traffic: Track how many visitors your website gets daily, weekly, or monthly. Tools like Google Analytics are your best friend here.
- Conversion Rate: Out of all the visitors to your website, how many actually make a reservation, order online, or sign up for your newsletter?
- Customer Retention Rate: How often are customers returning? This KPI is vital for measuring loyalty and satisfaction.
- Average Order Value (AOV): This measures how much money customers spend per order, which helps you know if your upselling strategies are working.
- Social Media Engagement: Likes, shares, comments—how many people interact with your posts? High engagement often translates to greater brand awareness.
- Email Open and Click-Through Rates: For those using email marketing, knowing how many people open and engage with your emails is a key performance indicator of campaign success.
Marketing Objectives: From Awareness to Loyalty
Marketing objectives help guide you from the initial goal of making people aware of your restaurant to turning them into repeat customers.
This journey is all about creating lasting connections that keep people coming back.
Brand Awareness: Getting on Diners’ Radars
Brand awareness is making sure potential customers know your restaurant exists. You want your name, logo, and menu to be the first things that come to mind when people are hungry.
Increasing brand awareness can involve a combination of both online and offline strategies, from social media ads to local community events.
Pro Tip: 57% of restaurants offer rewards and loyalty programs, and 41% of consumers say these programs encourage them to make purchases from restaurants.
This tells us that the awareness generated through promotions and rewards can drive more traffic and brand recognition.
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Customer Acquisition: Bringing in New Diners
Once people know your restaurant, the next step is acquiring new customers. This objective focuses on converting potential customers into paying diners.
How to acquire customers:
- Introductory Offers: First-time customer discounts or special deals can entice new guests to walk through your doors.
- Partnerships and Collaborations: Partner with local businesses, influencers, or food delivery services to reach new audiences.
- Referral Programs: Encourage current customers to bring in their friends by offering a reward system.
Pro Tip: Offering an introductory discount or an incentive for a customer’s first order through your custom ordering website can be a powerful way to attract new diners.
Customer Retention: Turning One-Timers into Regulars
Retaining customers is five times cheaper than acquiring new ones. That’s why this objective is so crucial to long-term success.
To boost retention:
- Loyalty Programs: Offer rewards for frequent diners. A simple point-based system can go a long way.
- Personalized Offers: Use your CRM or customer data to send personalized emails, like birthday discounts or repeat order incentives.
- Consistent Communication: Stay in touch through newsletters, SMS offers, and social media updates that keep your restaurant at the top of your mind.
Read Also:
- Stay in Your Customer’s Pocket: The Benefits of Restaurant SMS Marketing
- The Power of Text: How SMS Marketing is Revolutionizing Restaurant Customer Engagement
- Mastering the Strategy: Restaurant Email Marketing Automation for Enhancing Customer Loyalty
How These Objectives Align with Your Overall Business Strategy
Marketing objectives should seamlessly fit into the bigger picture of your restaurant’s business plan.
Here’s how they align:
- Brand Awareness contributes to expanding your market reach.
- Customer Acquisition drives short-term revenue growth and brings in new customers.
- Customer Retention ensures long-term profitability by filling your tables with loyal, returning diners.
Pirate Funnel for Restaurants: Break It Down
The Pirate Funnel (AARRR) is a marketing framework that can help restaurant owners see the entire customer journey from the first interaction to loyalty.
- Awareness: How do people first learn about your restaurant? This could be through social media, Google searches, or word of mouth.
- Acquisition: Once they know about you, what drives them to engage? It could be an enticing post, an ad, or reviews that lead them to check out your menu or visit your website.
- Activation: How do you get them to take action? This could be making a reservation, ordering online, or signing up for a newsletter.
- Retention: How do you keep them coming back? Loyalty programs, email offers, and consistent social engagement help maintain the relationship.
- Referral: Happy customers can bring in others. Referral programs that reward them for recommending your restaurant help spread the word.
- Revenue: Maximize customer value through upselling, promotions, or exclusive events to boost spending.
Budgeting for Restaurant Marketing
Too often, restaurant owners overspend on marketing that doesn’t drive results or miss opportunities by underfunding the right channels.
So, how do you build a marketing budget that maximizes every dollar?
Let’s break it down.
1. Know Your Revenue and Allocate a Percentage
Before diving into ads, you need to define what portion of your revenue will be allocated for marketing. A general rule for restaurants is to spend 3-6% of total annual revenue on marketing.
If you’re in a highly competitive area or launching a new restaurant, you may want to go toward the higher end of the range.
For Example:
- Total Annual Revenue: $500,000
- Marketing Budget (5%): $25,000
This budget will guide you to distribute funds across various marketing channels.
2. Break Down Your Budget by Channel
Once you’ve set the overall budget, it’s time to distribute it across your restaurant’s most effective marketing channels.
Here’s a simple breakdown to help you get started:
| Marketing Channel | Recommended Percentage | Example Amount (if budget = $25,000) |
| Digital Marketing | 40% | $10,000 |
| Social Media Ads | 20% | $5,000 |
| In-House Promotions | 15% | $3,750 |
| Event Marketing | 10% | $2,500 |
| Traditional Advertising | 10% | $2,500 |
| Contingency/Emergency | 5% | $1,250 |
3. Restaurant Digital Marketing
Allocate 40% of your budget here. Why? Because your website, SEO, and email marketing form the backbone of your restaurant’s online presence.
Use this to drive online orders, reservation bookings, and customer awareness.
Key Areas to Focus On:
- SEO for Local Search: Optimize for Google so people can easily find your restaurant.
- Email Campaigns: Invest in building a list and sending personalized offers.
- PPC Ads (Google Ads): Bid on local keywords like “best pizza near me” to capture active diners.
4. Social Media: Where Diners Hang Out
20% of your budget should be allocated here. Platforms like Instagram and Facebook are invaluable for restaurants.
They offer visual storytelling, which is crucial for food businesses.
Pay for social media ads that are location-targeted and aimed at food enthusiasts.
- Instagram Ads: Visually engaging and great for showcasing food images and promotions.
- Facebook Ads: Excellent for geo-targeting local customers. Run seasonal promotions and highlight events.
- User-Generated Content Campaigns: Encourage customers to share their experiences with your restaurant, adding credibility and organic reach.
5. In-House Promotions: Boosting On-Site Sales
Use 15% of your budget to create in-house marketing strategies directly impacting your revenue.
- Loyalty Programs: Offer discounts or freebies for regular customers.
- Menu Inserts: Promote new dishes, upcoming events, or special deals with flyers or menu inserts.
- Point-of-Sale Marketing: Upsell items like appetizers or desserts through staff recommendations or signage.
6. Event Marketing: Build Community and Excitement
10% of your budget can go toward events that make your restaurant stand out.
Whether it’s live music, a food tasting, or a cooking class, events can generate buzz and attract new customers.
- Local Partnerships: Collaborate with local businesses or charities to host an event.
- Seasonal Events: Leverage holidays, like Valentine’s Day or Halloween, to offer themed menus or experiences.
7. Traditional Advertising: Still in the Game
Even though digital marketing dominates, traditional methods like direct mail, radio spots, or print ads can still be effective, especially in smaller towns or for specific demographics.
10% is a safe portion to dedicate here.
- Flyers or Direct Mail: Useful for promoting special events or grand openings.
- Radio or Local Magazine Ads: Great for tapping into local communities, especially for family-style or upscale dining.
8. Contingency Budget: Be Ready for the Unexpected
5% of your budget should be reserved for flexibility. Maybe you find a new opportunity mid-year, or an emergency requires you to pivot your strategy.
Setting aside a small fund can help cover those costs without throwing off your entire restaurant marketing plan.
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Create a Restaurant Marketing Calendar: Get Organized, Stay Consistent
Imagine juggling daily operations while also trying to plan next month’s promotions—it’s a lot!
A marketing calendar saves you time, keeps your strategies organized, and ensures consistency.
When mapped out properly, your calendar becomes a living document that allows you to visualize your efforts, track progress, and pivot when necessary.
Step-by-Step Guide to Building Your Calendar
1. Start With Big Events and Seasons
Mark the obvious first—national holidays, restaurant anniversaries, and seasonal changes.
Events like Christmas, New Year’s, Valentine’s Day, or your restaurant’s anniversary are huge marketing opportunities.
These days draw natural crowds, so plan promotions around them.
Examples:
- Valentine’s Day Special: Pre-fix dinner or couple’s promotions.
- Summer BBQ Series: Outdoor events with live music and BBQ-themed menus.
2. Identify Slow Periods
Every restaurant has slower months or weeks—use these lulls to spark interest.
Planning campaigns during slower periods helps boost traffic.
For Example:
- January Slump? Offer “Winter Warmers” with discounts on hot drinks or cozy meals.
- Mid-Week Specials: Offer a “Taco Tuesday” or “Wine Wednesday” deal to drive traffic during weekdays.
3. Layer in Promotions and Offers
Next, fill in your calendar with promotions tied to your restaurant’s goals.
Whether you’re trying to increase weekday foot traffic, promote online orders, or introduce new menu items, promotions are a great way to attract attention.
Suggestions:
- Loyalty Program Launch: Roll out a program with double points during launch week.
- Social Media Contest: Host a contest where customers share their favorite meal for a chance to win a free dinner.
4. Incorporate Local and Community Events
Aligning your restaurant marketing with local events can give you a natural promotional boost.
Sponsor a local festival, participate in food truck rallies, or partner with a charity.
Customers love businesses that give back to the community.
Ideas:
- Partner with Farmers’ Markets: Feature local ingredients from farmers’ markets on a special menu.
Charity Events: Collaborate with local organizations, offering a percentage of sales to charity.
Final Thoughts: Empower Your Restaurant with the Right Tools
We get it—running a restaurant is all about creating an experience, building relationships, and keeping the customers you’ve worked so hard to earn.
But here’s the thing: you can’t do it all alone, and you shouldn’t have to.
This is where Orders.co’s restaurant marketing solutions come in.
Imagine having all the tools to create seamless online ordering, automate marketing campaigns, and maximize revenue—all without adding more stress to your day.
Here’s how Orders.co empowers your restaurant with an all-in-one marketing solution:
- Custom Ordering Website: Build your own branded site where customers can order directly from you—no extra commissions, just a smooth experience that reflects your restaurant’s vibe.
- AI-Powered Messaging: During onboarding, set up automated text and email campaigns to send promotions, coupons, and updates that keep customers engaged. Our AI adjusts discount percentages and timing based on customer behavior, ensuring ongoing customer excitement with minimal effort.
- Mobile Loyalty Programs: Reward your regulars with an easy-to-use loyalty program that encourages repeat visits and keeps them coming back for more.
- Printed Marketing Materials: Create QR code cards and printed menus that help guide guests directly to your website for quick, hassle-free ordering.
- Guest Feedback Monitoring: Stay on top of reviews and feedback so you can improve customer experience and keep everyone happy.
We’ve already seen great results:
- 98% open rates on text messages—meaning your promotions will actually get read, not buried in someone’s inbox.
- 17% increase in average order size from email offers, meaning more revenue without more work.
We know you’re busy, and your time is valuable.
Orders.co was built to make your life easier and help you grow your restaurant business.
Ready to see how it works?
Book a demo, and let us show you how to put your marketing on autopilot so you can focus on what matters most: your customers and their experience.
FAQs
1. What is a restaurant marketing plan, and why is it important?
A restaurant marketing plan is a comprehensive strategy that outlines the steps needed to promote your restaurant, attract new customers, and retain loyal ones. It’s essential because it keeps your marketing efforts focused, efficient, and aligned with your business goals.
2. How can I create an effective restaurant marketing strategy?
To create an effective restaurant marketing strategy, identify your target audience, set SMART goals, use digital marketing for restaurants (like social media and email campaigns), and monitor your results regularly. An effective strategy helps you maximize your resources and reach the right customers.
3. What are some of the best marketing ideas for restaurants?
Some of the best marketing ideas for restaurants include offering loyalty programs, hosting themed nights or special events, using influencer partnerships, and running seasonal promotions. These strategies can help boost engagement and increase foot traffic.
4. How should I structure a restaurant marketing campaign?
A successful restaurant marketing campaign should have clear objectives (like increasing bookings or promoting a new menu), a set timeline, and targeted ads or promotions. Make sure to track key performance indicators (KPIs) like customer engagement and conversion rates to measure success.
5. What is digital marketing for restaurants, and why should I use it?
Digital marketing for restaurants includes online tools like social media, email marketing, SEO, and online ads. It’s crucial for increasing visibility, reaching a wider audience, and engaging customers directly with your promotions, menus, and events.
6. How does a custom ordering website from Orders.co fit into my restaurant marketing strategy?
Orders.co’s custom ordering website gives you full control over the customer experience. It integrates seamlessly into your marketing strategy by offering AI-driven email campaigns, loyalty programs, and guest feedback monitoring.
7. What are the benefits of using Orders.co for my restaurant?
Orders.co provides restaurants with a custom online ordering website, automated text and email campaigns, loyalty programs, and guest feedback monitoring. These tools streamline your marketing efforts and help drive customer loyalty and sales—all without paying commissions to third-party platforms.
9. How can I budget for marketing for small restaurants?
For small restaurants, allocate around 3-6% of your total revenue to marketing. Focus on cost-effective strategies like social media, local SEO, and word-of-mouth campaigns. Tools like Orders.co can also help small restaurants maximize their marketing efforts without breaking the bank.
10. How to market a restaurant online effectively?
To market a restaurant online effectively, use SEO for local search, maintain an active presence on social media, and offer online ordering through a custom website. Engage customers with email campaigns and online loyalty programs to keep them coming back.
