How to Advertise a Restaurant: Attracting More Customers

You’re serving exclusive dishes, but still not getting new customers to buy from your restaurant. Why is that? Is it because you aren’t spreading the word properly? You're on the right track.

Strategic advertising is crucial for your restaurant's long-term success. It helps you attract a larger customer base, increase visibility, and generate more ROI. However, with high competition, you need a robust marketing plan to get a competitive edge. Whether you are a restaurant owner or a marketing professional, we’ve written this article to help you learn how to advertise a restaurant effectively. Let’s dive into the blend of traditional restaurant advertising methods and cutting-edge digital innovations to grow your restaurant business. 

The Power of Strategic Advertising for Restaurants  

The National Restaurant Association (NRA) reports that over one million restaurants operate in the United States alone. Without effective advertising, your restaurant is more than likely to lose in this saturated market (especially because around 80% of new restaurants fail within the first five years). A well-executed campaign grows your restaurant’s foot traffic and increases your brand’s likelihood of becoming top-of-mind, leading to higher customer retention and loyalty. Additionally, strategic advertising allows you to:  

• Promote New Menu Items: With targeted advertising campaigns, you can produce excitement around a menu or highlight your seasonal online ordering specialties.  
• Target Specific Demographics: You can implement your strategy according to specific demographics with messaging to attract ideal customers based on age, location, or interests to generate more revenue online. 
• Drive Deeper Online Engagement: You can also encourage online ordering, reservations, and positive reviews with a strategic advertising plan. More customer engagement, more restaurant sales. 
• Stay Competitive: Strategic advertising also keeps you a step ahead of your competition by ensuring your restaurant remains top-of-mind. Through innovative campaigns, timely promotions, and consistent brand messaging, you can easily establish a strong presence.

Developing a Strategic Advertising Plan for Your Restaurant  

A successful advertising campaign starts with a clear marketing plan and roadmap. Here's how to craft a strategic plan tailored to your restaurant's unique needs:  

1. Set a SMART Objective 

Define Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals for your restaurant. Align your advertising efforts with your overall business objectives. For instance, you might aim to increase foot traffic by 15% within the next quarter or boost online order sales by 20% by the holiday season. 

Additionally, enhancing brand awareness within the local community could be another goal of your restaurant. Identifying and working towards these goals helps you choose the most impactful advertising channels and craft targeted marketing campaigns.  

2. Understand Your Audience 

The most important aspect of the answer to the question “How to advertise a restaurant” is to conduct market research to understand your target demographic. Audience demographic metrics include: 

• Age 
• Household income level  
• Gender 
• Dining preferences and dietary restrictions  
• Online behaviors and social media platforms they frequent  
• Primary device used (mobile, tablet, desktop)

If most of your audience prefers to use a mobile for ordering food, ensure they have an excellent mobile experience with Mobile Experience Builder. Use all the demographic data you collect to personalize each of the campaigns you run, regardless of which audience segment you’re campaigning to. 

3. Make a Realistic Budget  

Allocate your advertising budget strategically across different platforms. Ask yourself these questions and set a realistic restaurant marketing budget:  

• Reach: How many potential customers will see your ad?  
• Engagement: How likely are those customers to interact with your ad?  
• Cost per Acquisition (CPA): How much does it cost to acquire a new customer through this channel?

By analyzing these factors, you can maximize your return on investment (ROI).  

Creative Advertising Ideas to Capture a bigger Audience

You can’t expect to win by doing the obvious, right? So, you’ll need innovation and engaging advertising strategies to capture the attention of potential customers. Here are some creative ideas that can help your restaurant stand out, attract more patrons, and build and measure lasting customer loyalty: 

1. Thematic Campaigns 

Thematic campaigns are one of the most creative ways to advertise your restaurant. You can create themed promotion materials on holidays, seasons, or special events. Take inspiration from Starbucks’ pumpkin spice lattes in the fall or a special prix-fixe menu by DANIEL for Valentine's Day. It’ll inject excitement and attract customers looking for a unique dining experience.  

2. Local Event Integration 

You can also partner with local event organizers or charities and promote your involvement in your advertising. This fosters a sense of community engagement and attracts customers who align with your local values.  

3. User-Generated Content 

User-generated content (UGC) boasts higher engagement rates than traditional advertising (Stackla). Encourage customers to share photos and reviews on social media and feature them in your advertising materials. It will help you build trust and authenticity among your customer base.   

4. Limited-Time Offers 

People love to feel special and you can do this by introducing limited-time offers (LTOs). Create time-sensitive specials and encourage customers to visit your restaurant before they miss out. Olive Garden's "Never Ending Pasta Bowl" offers customers unlimited pasta bowls for a fixed price. This strategy increases their immediate foot traffic and online sales for a limited period each year. 

5. Interactive Contests 

You can also host contests where customers can participate by submitting their recipe ideas or naming a new dish. Winners could have their creations featured on your menu or win a dinner for two. It’ll keep your old customers engaged and attract new ones through social media interaction and word-of-mouth publicity. 

6. Chef’s Feature Video Series 

Produce short videos featuring your chef discussing their inspiration for new dishes or showcasing their techniques. For example, the renowned restaurant, Alinea in Chicago, has utilized similar approaches, offering behind-the-scenes glimpses into their kitchen. By doing this, you  add a personal touch and resonate  with consumers who appreciate culinary arts. 

7. Eco-Friendly Initiatives 

Market any sustainable practices your restaurant is involved in. Whether it's sourcing locally grown produce or reducing plastic use, these initiatives can appeal to environmentally conscious consumers and differentiate your brand in the market. 

Where to Advertise: 3 Effective Channels for Restaurant Marketing Campaigns  

The restaurant advertising market offers a diverse toolkit. When it comes to promoting your restaurant, choosing the right advertising channels can make all the difference. Let’s break down some of the most effective channels to help you decide the best places to showcase your restaurant and its offerings. 

1. Traditional Media Outlets 

While digital advertising reigns supreme, don't discount the power of traditional media entirely. Local newspapers with higher-than-average readership can be effective for reaching a specific demographic, particularly within a specific period. Radio advertising during peak dining hours or eye-catching billboards in high-traffic areas can also generate buzz.  

2. Digital Advertising Strategies 

Research predicts around 2.5 billion people will become permanent online ordering customers at restaurants by 2028. So why not advertise your restaurant at the same place? Here are three of the best tactics for online restaurant digital advertising: 

1. Social Media Marketing: Engage your target audience on platforms like Facebook, Instagram, and TikTok. Create visually appealing content that showcases your food, ambiance, and special offers. Encourage conversations and run targeted ads to reach the right people.  
2. Google Ads: Utilize Google Ads to display targeted ads to users searching for keywords like "restaurants near me" or specific cuisines you offer.  
3. Influencer Collaborations: Partner with local food bloggers or social media influencers to promote your restaurant. Leverage their established audience to reach new customers

3. Email Marketing and Loyalty Programs

Email marketing and loyalty programs are great ways to keep your customers return. By collecting emails and sending out personalized offers, you can stay connected with your diners and encourage repeat visits. Here are three ways to do that:

1. Build an Email List: Collect customer emails through online reservations, sign-up forms, or loyalty programs.  
2. Personalized Campaigns: Send targeted email campaigns with personalized trendy offers, new menu items, and special events.   
3. Loyalty Programs: Design your loyalty program to include points, discounts, or freebies to encourage loyalty and increase order frequency.

A study by Experian found that email marketing generates $44 for every $1 spent. You can’t afford not to leverage email marketing, for new and existing customers alike! 

How to Measure and Optimize Your Restaurant Advertising Performance 

To make sure your restaurant's ads hit the mark and stay budget-friendly, you need to keep tabs on how they're performing.  Here are some straightforward methods to help you optimize your advertising efforts and boost your business: 

1. Tracking and Analytics 

Keep an eye on how your ads are doing by using tools like Google Analytics 4 for your website and built-in analytics on social media. This helps you see what’s working and what’s not by tracking how people visit and interact with your site or posts. 

2. Feedback and Adjustment 

Listen to what your customers are saying about your ads through surveys and social media. This feedback is crucial for tweaking your campaigns and making sure they serve achieve their intended purpose. 

3. A/B Testing 

Try out different versions of your ads through A/B testing to see which ones perform better. This could be changing the message, the creative, or how you target your audience. It’s all about finding what resonates best with your customers. 

4. Focus on Local SEO 

Make sure people nearby can easily find you online. Optimize your website and Google Business Profile with local keywords, which can help increase foot traffic. 

5. Leveraging Technology and Partnerships 

Use online ordering to make it easier for customers to get your food. Also, team up with food delivery platforms to reach more people. Keep track of how much each customer is worth over time to better focus your advertising budget. By regularly updating your methods and focusing on what truly works, you can ensure your advertising efforts are as effective as possible. 

Boost Your Restaurant’s Overall Reputation Today

By thoughtfully combining traditional and digital marketing tactics, you can noticeably increase your restaurant’s visibility, attract new customers, reduce restaurant costs, and foster long-term loyalty.  

There has been a significant shift in customer behavior. Online ordering and contactless services are in demand at present. As a restaurant owner, you must focus your efforts on improving your online presence and boosting your online order system .  

Remember: Advertising is an ongoing process. Continuously monitor performance, adapt to changing trends, and explore new opportunities to stay ahead of the competition. If you’re ready to combine your ad campaigns with the industry-leading online ordering platform, book a demo today!