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Building your restaurant’s email subscriber list is an easy and effective way to reach your customers and send hyperpersonalized promotions and special offers. Unlike social media, where an algorithm determines whether or not most of your followers see your content, emails go directly into your customers’ inboxes.
It’s illegal to purchase a subscriber list and make it your own. Instead, you have to collect customer emails to make your own list—but this doesn’t need to be a complicated or difficult process. Collect emails using sign-up sheets at events, during customer interactions at your restaurant, or with an opt-in form on social media. By offering a free appetizer or a small discount for signing up, it’s easier to encourage customers to join your email list and your loyalty program, if you have one.
Make the most of the email marketing campaigns you send to customers so they stay subscribed to your list. Send information about timely events and specials, offer them discounts, and highlight new menu items. Avoid sending out too many emails too often so customers are less likely to unsubscribe.
To maximize the benefits of digital marketing, invest in paid advertising, too. You don’t need to spend a lot of money to see results from Google Ads, Facebook Ads, or Instagram Ads.
As you set up your restaurant’s Facebook and Instagram Ads, optimize it so that you only pay for your target audience to see it. These are customers who live in your direct geographic area, who have money to spend, and who match other demographic characteristics of your target market.
For your Google Ads campaigns, target local keywords such as “brunch near [neighborhood]” and enable location extensions. You want your ads to make it easy for local customers to find you.
To know your digital marketing works, you need to track and analyze its performance. Here are two techniques to keep in mind:
The tools you already use also allow you to measure digital marketing campaign success. You can gather information about website traffic, user behavior, and conversations with:
By monitoring the successes and failures of your digital marketing campaigns, you can use data to adjust your marketing strategies to see better results. If something’s working well, it may be worth doubling down on that strategy.
If your Google Ads are getting a lot of traffic, it may be worth increasing your max daily spend to improve it. If a strategy isn’t working as well, you can try different strategies to refine it.
This kind of data-driven flexibility is exactly what Paytronix helps bring to life. Denise Jenkins from United Dairy Farmers describes how partnering with Paytronix and Rovertown enabled her team to implement insights, improve engagement, and make smarter marketing decisions in real time:
"Working with Paytronix and Rovertown has been a seamless and productive collab across our three teams. From the very beginning there was a natural collaboration, allowing us to integrate their services smoothly. Paytronix and Rovertown were committed to understanding our specific needs up front, which made the partnership easy and rewarding.
The implementation and configuration phases were remarkably straightforward. The joint efforts of Paytronix and Rovertown ensured that we had all the necessary support at every stage. This hands-on approach significantly reduced the stress often associated with such transitions, allowing us to stay focused on our core business activities during a time of transition.
Moreover, the partnership has undeniably propelled our business forward. Working with both platforms has resulted in enhanced efficiency and improved customer engagement. The integration has provided valuable connectivity between our loyalty product and insights that we were previously missing. Since transitioning to Rovertown and Paytronix, we have been able to offer our customers a more cohesive experience, and more value, which has led to increased satisfaction and loyalty.
The collaboration between Paytronix, Rovertown and the United Dairy Farmers Marketing and IT teams exemplifies how effective teamwork can drive meaningful business results. I wholeheartedly recommend this partnership to any business looking to enhance their marketing and customer experience through unified technology solutions. I am excited to see where this collaboration can help take us in the future, as we continue to evolve our marketing strategies and grow our business.
— Denise Jenkins, United Dairy Farmers
Digital marketing is an excellent way to connect with new customers and keep current customers engaged. While you don’t have to roll out these strategies at once, the more types of digital marketing you can implement, the better the results.
Digital marketing goes hand in hand with loyalty programs, customer acquisition, and engagement. Check out our 2024 Loyalty Guide to see how leading restaurants and convenience stores increase customer lifetime value through loyalty. The great news is that you can do it, too.
Ready to tap into your restaurant marketing’s full potential? We provide the industry-leading online ordering platform and loyalty solutions so your restaurant can achieve more profitable guest engagement outcomes. Schedule a demo now to see what Paytronix can do for you.