So, I am going to start off by saying that if you’re looking for that silver bullet to increase your footfall or spend per head, you’re not going to find it here, because it doesn’t exist. There is no “one thing you should do to get more customers”. That one social media post is not going to drive the masses.
Restaurant marketing requires a multifaceted approach that combines digital presence, community engagement, brand building, and authentic storytelling.
By implementing the strategies discussed in this blog post, you can elevate your restaurant’s marketing game and carve out a distinctive position in the culinary landscape. Remember, mastering the art of restaurant marketing is not just about attracting hungry customers—it’s about creating memorable dining experiences that keep them coming back for more.
“If you’re looking for that silver bullet, you’re not going to find it here, because it doesn’t exist”
Tips for Marketing your restaurant
(before you start marketing your restaurant) Make sure your experience is worth paying for
Before you start any kind of marketing for your restaurant, it’s super important to make sure the experience is totally worth paying for. Why? Well, first and foremost, it’s all about keeping customers happy and satisfied. When people have a great time at your restaurant, they’re more likely to spread the word and bring in more business. Building a solid reputation is key too.
By providing a memorable and worthwhile experience, your restaurant will stand out from the competition. Restaurant marketing works best when you can actually deliver what you promise. If you start promoting your restaurant before it’s really worth it, you might disappoint customers and harm your reputation.
Get your restaurant on the (Google) map
Simply put, customers need to find you. Whether you’ve got one restaurant or a chain of them, optimising your Google Business listing is one of the most important things you’ll do. Customers want to be able to easily find your nearest restaurant, check out what other people think of you and get directions to your location.
Google listings are more than just a place to be found, they’re a place where people rate and review your restaurant too. It’s vital to manage your listing by responding to compliments, questions and complaints. These people are your customers, and you could save a few by simply reaching out.
Marketing your restaurant locally
Connecting with the local community can be a game-changer for your restaurant’s success. By forging strong ties with your surrounding neighbourhood, you can create a sense of belonging and loyalty among locals. You’ll need to understand your local market so you can host events, collaborate with nearby businesses, and supporting local initiatives.
Discover how to become an integral part of your neighbourhoods social fabric and reap the rewards of a passionate, supportive customer base.
Build a brand (and not just a restaurant)
If your goal is growth, which undoubtably it should be, then effective and authentic branding will help you get there. Branding helps growth in so many ways:
- Differentiation: The restaurant industry is highly competitive. A strong brand identity helps customers recognise and remember your restaurant amidst numerous options. It allows you to showcase your unique selling points.
- Emotional Connection: By crafting a brand story, personality, and values that resonate with your customers, you can create a strong bond and loyalty.
- Perception and Reputation: A well-executed brand strategy can create a positive image, conveying quality, reliability, and authenticity. Customers are more likely to trust and choose a restaurant with a reputable and well-known brand.
- Recognition and Recall: Your logo, colours and tagline should trigger immediate association with your restaurant and the experience.
- Marketing Effectiveness: When your brand is well-defined, it becomes easier to create cohesive marketing campaigns that align with your brand identity.
- Word-of-Mouth and Referrals: Satisfied customers who resonate with your brand are more likely to share their experiences and recommend your restaurant to friends, family, and colleagues.
A brand is more powerful than discounts
Although a much longer investment, building brand loyalty is much more powerful than luring customers using discounts.
If you own a restaurant then you know how much discounts eat into your already stretched profits. Discounts are great at attracting short-term customers but can create a perception of lower quality and hinder long-term profitability.
On the other hand, a strong brand establishes value perception, fosters customer loyalty, differentiates from competitors, ensures sustainable growth, and cultivates a positive reputation. Discounts have their place, but should never be a long term approach.
Be authentic
In an era where customers crave authenticity and transparency, showcasing your restaurant’s unique personality is more important than ever. It can help you forge deeper connections with your target audience by highlighting your culinary craftsmanship to embracing your restaurant’s individuality.
Use influence to market your restaurant
Social media influencers hold significant sway over consumer behaviour. There is an art to it though. Do you choose one with many followers, or many with minimal followers? But I will let you in on a secret, followers don’t mean much. Engagement does.
Your chosen influencer must be able to create beautiful content and have their audience captivated and…influenced by it.