How to Attract Customers to Your Restaurant

How to attract restaurant customers with online marketing 

You can’t fill your tables unless people know about your restaurant. The most cost-efficient way of reaching potential diners is with online marketing. Here are some tips on how to increase public awareness about your business so customers find you in the crowded marketplace.

1. Share amazing photos of your restaurant’s food.

With so many restaurants to choose from, people can take their time finding the restaurant that will satisfy their taste buds. What could be a better way to capture their attention than by posting vibrant, great-looking images of your restaurant’s food?

As they say, a picture is worth a thousand words, so it’s worth investing in a good camera. Another option is to hire a professional photographer if you’re less confident about your photography skills. However, you’ll want to make sure that you only use high-quality images for your website, mobile apps and social media pages.

2. Create a simple yet highly functional website.

You don’t need a fancy website with flashy images, moving parts and background music (they don’t usually work on mobile devices anyway). What you need is a simple website that contains all the information that customers need to purchase your food products or make a reservation. The best restaurant website is one that contains your menu, contact information, location, operating hours and other relevant information.

3. Blog about your restaurant.

Adding a blog to your restaurant website is a powerful search engine optimization strategy that could lead new customers to your business. Your blog entries could give your readers: a peek at your kitchen, ideas for how they can save money on their next restaurant visit, tips for pairing food with wine, and a delicious recipe that anyone can try on Thanksgiving, among other tips. Here are more blog post ideas to add value and boost traffic on your restaurant website:

• Customer reviews (stories about their experience)
• Answers to your customer’s most common questions
• Event announcements
• Employee feature stories
• Seasonal trend discussions
• Suggestion lists
• Top 10 lists, such as “Top 10 Desserts to Try on Thanksgiving” or “Top 10 Herbs to Stock in Your Pantry”

4. Go social.

A lot of people rely on social media to find recommendations, search for local businesses and compare brands. Social media is a great place to promote your restaurant because it’s where people are most of the time. Being on social media gives you a chance to interact with your customers, attract new ones by posting photos and content and promote your restaurant business for free. Social media marketing should be a part of your overall marketing strategy.

5. Go mobile.

Make sure that your website, marketing emails and social media content are accessible from a mobile device. It’s no secret that most people browse websites from their phones. No matter how much effort you put into your restaurant website, if it isn’t optimized for mobile devices, you’re less likely to generate leads. Invest in a website that looks great and functions well from a mobile device, not just from a desktop computer. 

6. Sign up for a Google Business Profile.

If you don’t have a website yet or if you have, signing up for a Google Business Profile has so many advantages for your restaurant. For starters, it makes it easy for customers to find your store location. You can also obtain better search visibility and gain access to a wealth of analytics. Best of all — it’s free!

7. Sign up with a reservation service.

When customers can find you on commonly used reservation services, such as OpenTable, it makes it much easier for them to book a table and it provides them with alternative times if their preferred selection is not available. Potential new clients may also discover you as they scan the restaurant offerings through the site.

8. Use email marketing.

Use email to stay in touch with current customers and encourage them to refer others to your restaurant. Potential new customers can be encouraged to sign up for your email list to stay informed about events, such as live music, karaoke, trivia and wine tastings as well as new menu items, promotions and specials. 

9. Do a promotion targeting large groups.

Consider doing an email promotion to current customers that offers them something for free when they come in with a party of six to 10 people. This will subtly prompt them to invite friends and/or family to a dinner, introducing new people to your restaurant.

10. Advertise as an event venue for the holidays.

Both individuals and companies often look for a holiday party venue. This is especially true in December, but don’t neglect other celebrations, such as Mother’s Day, Father’s Day, Independence Day and Juneteenth. Do email promotions several months before the upcoming holiday and include this information on your website, Google Business Profile and social media. If you have an event space, such as a private dining room, be sure to mention that too.

How to attract restaurant customers with offline marketing

Offline marketing and offerings can help get new customers to notice you and current ones to visit more regularly. Try one or more of these strategies.

1. Expand your customer base.

Even a simple change in your target demographics can help increase your revenue. For example, if the majority of your customers are low-income earners, consider creating a campaign to target high-paying customers. This could mean sprucing up your restaurant or adding a special dish to your menu.

2. Start a restaurant referral program.

Most restaurants have regular guests, who return frequently. A restaurant referral program incentivizes these individuals to tell their friends about how wonderful your restaurant is and why they should go there. The referring customer is given a login to the program, which includes an email invitation that they can send to their friends. 

When the friend makes a reservation through the link, the referring customer gets credit, and the new customer will receive something special. This can be whatever you like, such as a free dessert or a tour of your kitchen. Each referral accumulates in the referring customer’s account until it reaches a preset amount — after which it will result in a “thank you” bonus, such as a free meal, a percentage discount on a meal, a free appetizer or dessert, premium seating or a specially prepared meal from the chef.

3. Delight your guests with live music.

Everyone loves a little entertainment while enjoying good food. Scheduling live music is a great way to attract customers. You could have live music in your restaurant every Friday or during weekends, for instance.

4. Run promotions.

Try running a promotion to increase traffic during slow times. For example, you could offer a free meal for every group of five on days when you have the least number of customers, provide free drinks every Friday night or provide a complimentary dessert for customers celebrating their birthdays at your restaurant.

5. Don’t forget about loyalty programs.

Restaurant loyalty programs not only reward your valued customers for patronizing your business, but they also provide incentives to visit more often. Here are some tips for a successful loyalty marketing program:

• Offer free food. Customers love free stuff, whether it’s a complimentary drink, pastry or dessert or an appetizer.
• Tap into your customers’ FOMO (fear of missing out) by showing them exactly what they are missing through email marketing.
• Have a “Patron Night” on a slow night of the week and invite everyone in your loyalty program. Give them something extra or special​​ — it can be a specialty dish like paella, a sampling of your new seasonal menu, a free glass of wine or live music. This makes them feel appreciated, generates revenue and creates a feeling of community.
• Your customers don’t want another card that will take up space in their wallets. Consider using a rewards app that they can access anywhere they go.
• Keep it simple. No one wants to be a part of a program that has a long list of rules and stipulations.

6. Dare to be different.

With so many restaurants out there offering the same products and experience, why should people choose you? There are more than a million restaurants in the United States right now. To stay competitive, you need to create your own mark on the industry. Find something unique and special about your restaurant and highlight that in your marketing — it’s a way for people to recognize and remember your business.

7. Offer free Wi-Fi.

Offering free Wi-Fi to your guests can make the difference in whether they choose your restaurant for a meal. Wi-Fi is essential for many business lunches and dinners and is also a plus for social interactions, especially among millennial and Gen Z diners. Be sure to publicize the fact that you have free Wi-Fi wherever you have a marketing presence and put a sticker on your street-facing window to entice guests to come in.

8. Stay current with industry trends.

Keeping up with the latest trends in the restaurant industry will help you compete in the market and bring in more people. Here are some industry trends you should know:

• There is no slowing down on the use of natural and organic food: Customers will continue to search for flavorful, wholesome dishes. Vegan and plant-based cuisine is continually increasing in popularity. To keep up with the trends, some chefs are moving these dishes to the main menu instead of simply offering plant-based substitutions. 
• Green and environmentally friendly practices are a hot topic: Many restaurant owners are reevaluating their inventory and seeking to reduce waste.
• Food delivery services had been gaining popularity for years but are now an extremely common practice among restaurants: Usage drastically increased during the pandemic as people relied on them to safely receive meals. Restaurants quickly adapted and implemented new technology to keep up with demand and help their businesses stay afloat. Some restaurants have even transitioned to a takeout-only model to cut down on staffing and other costs. 
• Supply chain issues and inflation are leading restaurant owners to adjust menu items and prices: This is also part of a shift to simplify menus to better manage inventory, improve quality and decrease waste by creating a small number of excellent dishes instead of a long menu of hit-or-miss options.  
• Restaurant owners are strategically incorporating new technology and digital resources to cut costs and improve the efficiency of their operations: Examples include QR code menus and self-service stations. 

9. Host wine tastings and other special events.

If you serve alcoholic drinks, hosting a wine tasting event will bring in wine aficionados from the area who may not have been to your restaurant before. Showcase your wine selection and consider giving samples of food pairings to demonstrate your cuisine. You could also host specialty cocktail and dessert events.

10. Participate in food shows and contests.

Many cities have festivals, showcases for specific foods and contests (for example, the best chili, barbeque or tomato sandwich). By participating, you will spread brand awareness and give people the opportunity to sample your food.

Why your restaurant marketing strategy matters

With hundreds of restaurants entering the market each year, the competition has never been tougher. To ensure more cash in your register, create a marketing strategy that will attract more customers, retain existing ones and convey that you provide quality service.

Shows you’re tech-savvy.

A current or trendy marketing strategy that uses a variety of digital resources shows your business is smart. Don’t let your restaurant feel stuck in the past with outdated tactics. A professional website, social media presence, email marketing and high-quality photos of your restaurant’s food and content marketing tells the public you know what you’re doing.

Keeps customers engaged.

As you build customer loyalty, make sure announcements and reminders reach repeat customers. You want this valuable population to hear about promotions, events and new menus. Check out the best customer relationship management software available for building campaigns and communicating with your audience. 

Helps you stand out among the competition.

Your business will not stand out if you aren’t taking advantage of marketing opportunities. People pay attention to how much publicity restaurants are receiving. If the public isn’t hearing from you or about your restaurant, there may be a growing perception that your business isn’t worth their time and money.

Boosts sales.

Marketing costs may seem like a lot upfront, but the return on investment will have a significant impact, even if it’s gradual. Amazing food is not enough. To grow your business, you need to expand and regularly engage with your customer base by combining online and offline marketing techniques. Good marketing will especially boost sales for special events and other unique initiatives.

Builds a long-lasting reputation.

The success of your marketing plan will determine your reputation. Your restaurant won’t see long-term success without a strong public presence. People who have never eaten there should at least have a sense of what kind of food you serve. Your restaurant should also come to mind when diners think about the type of cuisine you serve or the experience you offer. 

Sean Peek and Mark Masterson contributed to this article.