Restaurant marketing refers to the tactics restaurant businesses use to bring in business — make customers aware of their brand, attract new customers, and retain repeat customers. You can handle many restaurant marketing tasks yourself, at no cost to you other than your time. However, most restaurants allocate 2% to 20% of their sales to marketing.
In this guide, I share the marketing strategies I have seen work across various restaurants and food brands over more than 10 years in the restaurant industry. Scroll down for restaurant marketing steps and ideas, tips for success, restaurant marketing tools I recommend, and a breakdown of restaurant marketing costs.
Digital marketing ideas
1. Optimize your Google Business Profile
The biggest piece of advice I can give to boost your restaurant marketing efforts is to claim and/or update your Google Business Profile — it is often the first impression your customers get. This is vital, as it is the way your restaurant shows up in so many different restaurant-related searches on Google. I suggest uploading professional food photos, updating your menus and hours (including holiday hours), and reviewing and responding to customer reviews.
2. Invest in local SEO
Local search engine optimization (SEO) allows your restaurant to show up to prospective customers in your city or region. Optimizing title tags, including your city/neighborhood keywords, adding schema, and smartly using backlinks are all recommended for your website and overall digital presence. Hiring an SEO professional is always a good idea when starting your website, and it will pay dividends if done right.
3. Create location-specific landing pages
Location-specific landing pages are great for multi-location restaurants and can reference a variety of different local landmarks as well. For example, you may say “University Campus location” if referring to a restaurant near or on a local college campus. I also like to include landing pages for specific neighborhoods and for services such as catering.
4. Build an email marketing program
Restaurant email marketing remains one of the most effective ways to communicate with new and existing customers. I recommend capturing emails through reservations, online ordering, and loyalty programs. An email marketing campaign can be used to send monthly newsletters, announce new menu launches, remind customers about reservations, promote limited-time promos, and share other exclusive offers. An idea I like is using email marketing to build community, for example, by featuring seasonal produce vendors.
5. Launch SMS marketing campaigns
SMS marketing campaigns are super nimble, but need to be used smartly. You do not want to spam customers’ phones with a bunch of useless marketing messages, as this can lead them to unsubscribe from your SMS list. I recommend SMS for flash promotions, reservation reminders, and other essential or value-added items, such as “happy birthday” messages. I also recommend using this service for events or guest-chef appearances.
6. Use online ordering promotions
Online ordering promotions are a great way to incentivize customers who aren't in your dining room to still support your business. This can include first-order discounts or offers, free delivery windows, and online-only add-on specials. It is very easy to upsell through online ordering, and you can tie it into your loyalty program to provide more incentive for customers.
Related: Best Online Ordering Systems
7. Run targeted Google Ads
Targeted Google Ads let you reach the customers you are specifically trying to reach. This works with SEO — when your target demographic searches “restaurants near me,” it is easier to get your brand in front of them. These ads also ensure your brand stays top-of-mind every time it shows up on a different website landing page. I am a huge fan of targeted Google Ads when done right.
8. Create a restaurant blog
A restaurant blog is not merely for customers to read content; it can also be a tool to boost your visibility overall by optimizing it for search. A blog can offer seasonal recipes, interviews with your chef, local producer spotlights, and so much more. A great blog is either informative or entertaining, while driving traffic to your website.
9. Improve your online menu experience
Many diners will choose to try your restaurant online in 2026, so the online menu experience is important. Ensure your menu is mobile-friendly and that ordering is simple and easy to navigate. I also suggest having clear, professional-quality photos (if possible) and an easy-to-understand view of pricing and the total bill. Finally, ordering buttons should be distinct, while allergen and dietary tags are recommended. The easier the online ordering experience for your customers, the more likely they are to do it again.
Read on: Menu Development Planning & Design: Ultimate Guide
10. Retarget website visitors
Retargeting campaigns are meant to nudge customers who visited your site but were not yet ready to make a purchase or place an order. You can run retargeted ads through Google Display Network, Facebook, and Instagram. This looks like showing a customer your most popular dishes or sending a reminder to reserve for a busy weekend, to get them back to your site and take a specific action.
Social media marketing ideas
11. Share behind-the-scenes content
Behind-the-scenes content is an amazing way to sell your restaurant brand to the public. This content does well because customers love seeing how their food is made, and this content type builds community for those who love to dine at your restaurant. I suggest behind-the-scenes content surrounding new dish ideas, big events, or any moment in your restaurant that captures the spirit of the food you make.
12. Partner with local food influencers
Partnering with local food influencers is especially effective for promotion when opening a restaurant or re-opening a renovated part of your restaurant. I also like to involve food influencers in new menu launches or new service styles. Local food influencers can also be a great way to create stylish, targeted content around your brand, so finding the right people is important.
13. Create user-generated content campaigns
It is very important that you have your social media accounts ready, especially on Instagram and Facebook, in order to encourage user-generated content (UGC) “campaigns”. This allows customers to tag your location, and with Instagram’s new features, you can repost what they share.
Pro tip: Location tags and hashtags are key to discovery — you find UGC to repost, while your business gets in front of a wider network — so invest time on these.
14. Run social media giveaways
Social media giveaways are a great way to increase overall account exposure. I always suggest keeping these lean in your marketing plan, but they can be effective. The requirements for customers to enter the giveaway often include liking the post, following your account, and sharing with two or three friends. You can give away anything, but the more appealing, the better. I suggest gift cards, exclusive tasting menus, merch, and other branded items that reinforce your brand and entice customers to share your social post.
15. Highlight staff stories
Staff stories give your staff time to shine and create a story for your restaurant that your customers can buy into. I personally like highlighting dishwashers, bartenders, and prep cooks, as they are often overlooked. Highlighting your staff and telling their stories creates a more personal feel for your restaurant and gives them much-deserved attention.
16. Promote limited-time offers
Limited-time offers are menu items that are available for a short period. LTOs are a great way to engage your customer base, and promoting them can generate massive interest among your customers. LTOs create perceived scarcity, which can drive your consumer base to come in and try them. These promotions can also make for great social content.
Pro Tip: Limited-time offers do not need to be food items only. The post above has a collaboration of mugs, drinks, and other merch. Customers love limited drops and will line up to be a part of them.
Word-of-mouth marketing ideas
17. Encourage customer reviews
Customer reviews are one of the key drivers of online marketing growth for your restaurant. Encouraging customer reviews at the end of their visit, either by asking or by offering an incentive, is highly recommended. Reviews online go a long way and can be shared on Google, Yelp, TripAdvisor, and many other sites. The key to getting customer reviews is to make it easy. I personally like QR codes on the receipt, or having your waitstaff kindly ask your customers at the end of their meal.
For customer reviews to work, you need to have your operations dialed in and be consistently exceptional. Customers will not hold back on their experience, whether it is positive or negative. Ensuring you get customer reviews at the end of any dining experience works only if that experience left a positive impression on your guests.
Related: Restaurant Reputation Management: Expert Guide & Tips
18. Create a customer referral program
A referral program can be a great way to leverage word of mouth to get customers through the door. Referral cards and various loyalty integrations through modern POS systems can ensure your customers are tracked for their referrals. A referral program can offer discounts, a free appetizer, an exclusive menu item, and even restaurant merch. The referral program should be appealing and help build brand loyalty not only for your new customer but also for the person who referred them to your business.
19. Develop a memorable dining experience
The best way to have people talk about your restaurant is to give them a dining experience they will not forget. This doesn’t mean your experience needs to be a multi-course, three-hour event. This can look like excellent cooking, polished and laser-focused service, or simply latte art that a customer cannot get anywhere else. The best restaurants understand what makes their customers come back or talk about their experience and lean into it as much as possible.
20. Surprise guests with unexpected perks
There is no rule saying you can’t simply make someone’s day in your restaurant, and it is these small but meaningful touches that make hospitality so special. Offering a free dessert for an anniversary, a treat for a birthday, or an appetizer on the house for a recent graduate is a way to leave guests delighted.
I often recommend that restaurants take notes on their regulars and understand their likes or dislikes. Have the crab cakes ready for the couple that comes in every Thursday. Have the specific Chardonnay corked for your regular on Friday nights. It is this community building that builds brand loyalty, and that loyalty that makes a customer tell their friend.
Chef Essi Tadrus of Southern Luv BBQ shares the following on why word-of-mouth marketing is so valuable: "If you have a good product and you have good service and you do a good job, your friends are going to tell your friends."
21. Turn regulars into brand ambassadors
Brand ambassador programs are becoming more popular among restaurants due to the marketing they generate. The goal of these programs is to encourage existing customers to make the case to their family and friends through referrals or a regularly paid fee. Brand ambassadors can receive perks that regular diners may not, such as early access to reservations, the first chance to try a new menu or LTO, or a free drink or side with each visit.
To find brand ambassadors, you need to be actively involved in the hospitality you provide. This means personally thanking regulars, sending personalized event invites, and learning your regulars' names. You can even feature them on social media, with their permission, of course. You can build up the loyalty aspect of a brand ambassador program however you’d like, but the main goal is to reward those who market your restaurant proudly and regularly.
Community marketing ideas
22. Sponsor local events
The goal of sponsoring an event is to build your brand equity within your local community. The following events are great events for restaurants to sponsor:
- Charity races
- Little League teams
- School fundraisers or games
- Chamber of Commerce events
- Community concerts
- Local minor league sports games
You want to sponsor events or institutions that matter to your community. Showing you care about your community through sponsorship can be a very sticky way to get customers to support your own brand. I highly recommend sponsoring local events when possible.
23. Participate in community festivals
Festivals are great because they offer exposure to literally thousands of potential customers. I always recommend planning a menu designed for both mobile use and the festival itself. This means showcasing your best dishes in a way that is delicious and easy to enjoy on the go. I also recommend handing out coupons for future visits to the restaurant and collecting email addresses when possible. It is important to be engaged at these events, so be sure to vet the festivals where you believe your business's most likely customers will be.
24. Partner with nearby businesses
Cross-promotion is my favorite community marketing method out there for restaurants. This is because those in the local restaurant scene are often close and want the best for each other. Partnering with local food brands, or even brands outside of food, allows both businesses to share customer base exposure while building your brand’s identity as a staple of the local community. A lot of great items can come from partnering with local businesses, such as exclusive tasting menus, limited-time brews, or unique baked goods. Get to know the other businesses in your area, and partner when you can.
25. Show up at farmers’ markets
Farmers' markets are a sneakily good way to meet new customers while also making a profit. A farmers' market is where people generally interested in food tend to go. I have found many different food brands and restaurants I love at farmers’ markets in my local community. They are especially good for cafes, bakeries, or restaurants with limited menus. I recommend always keeping a tight menu that offers your most popular dishes in an easy, on-the-go way. If you have not done a farmers’ market pop-up, then this option may be the best for you to try.
Related: 15 Pop-Up Restaurant Ideas You Can Try + Examples
26. Host classes, tastings, or workshops
People love learning to cook or tasting new foods, and hosting a cooking class or a tasting of a hard-to-find ingredient is a great way to bring them to your business. Not all tastings need to have caviar or truffles. I have seen olive oil tastings or tastings of different coffee bean roasts. Classes are always a hit, whether it is pasta-making or teaching someone latte art. Educating your guests can be a powerful tool to encourage them to return and help them feel a sense of buy-in after they attend one of these events.
Promotion and loyalty ideas
27. Launch a restaurant loyalty program
A recent survey by Deloitte found that 47% of restaurant loyalty users rely on their memberships several times a month. So, leveraging all the great customer information you’re collecting to establish a loyalty program is a no-brainer. Most restaurants can benefit from a loyalty program.
You aren’t locked into a simple punch card of “buy 10 entrees, get one free.” With integrated loyalty software, you can choose how and when to reward your loyal customers. You can award points based on dollars spent, or offer higher points for dining at a slow time of day or during a slow season, or for purchasing specific items. You can reward with discounts, apply points like money to pay a bill, or offer a specific reward (like a free dessert) when a certain limit is met.
In my experience, most restaurant loyalty members don’t count their points and hoard them like ogres. Being part of a loyalty program makes them more likely to choose your restaurant over others when they are in your area. And the points and rewards tracking are more reminders to you that this regular customer could use some of your attention to keep them coming back.
Also read: Restaurant Loyalty Programs: 7 Best Ideas & Examples
28. Create birthday rewards
Birthday rewards are a small way to make your loyal customers feel special on such an important day. They can be as simple as a free dessert or cocktail on the house. That being said, this reward incentive could lead your customer to choose to have their birthday dinner at your restaurant with five other guests. Birthday rewards are an easy enough lift, but for the right customer, they can yield massive returns for marketing your restaurant.
29. Offer seasonal promotions
Seasonal promotions can be great for refreshing and reinvigorating your restaurant's customer base. This promotion can include holiday menus, summer patio specials, pumpkin-spiced lattes, Valentine’s Day dinners, and so much more. A seasonal promotion can also celebrate produce such as ramps or asparagus, or the seasonality of hard-to-find items such as truffles. Seasonality is integral to cooking, and I recommend it be integral to your marketing strategy as well.
30. Introduce happy hour specials
Happy hour is a fan favorite because of the value customers feel they get from attending. Happy hour increases traffic during traditionally slow periods for restaurants, so bundling value to get customers through your door is important. You can promote happy hour through your social media, emails, and even your Google Business Profile. It is important to monitor profitability during happy hour, as margins can be thinner. That being said, happy hour is a great way to offer value to customers while enticing them to come give your restaurant a try.
How to choose the right restaurant marketing strategies
Choosing the right marketing ideas is critical to your restaurant's success and affects how your customers perceive your brand. Marketing needs to be tasteful and make your brand feel special. Marketing without a strategy can cheapen your restaurant’s experience, so understanding how to approach your customers will be the main reason they decide to come and try your restaurant. Below is my guide to choosing the right marketing ideas for your restaurant.
Consider your marketing budget
Effective marketing doesn’t always require a large advertising budget, but rather one deployed in creative, effective ways. I always suggest starting with low-cost, high-impact channels such as Google Business Profile and your social media accounts. Collecting customer reviews, building your email list, and posting regularly on social media are all inexpensive ways to market your restaurant. As your restaurant grows, allow your marketing budget to grow as well by investing in social media advertising, paid SEO, and more.
Match your strategy to your restaurant’s stage
The biggest goal in marketing your restaurant is to get customers through the door and build awareness and trust. For new restaurants, this tells the story of your restaurant’s offerings and markets your grand opening. For more established restaurants, this could mean sharing behind-the-scenes stories on Instagram about a menu overhaul or new renovations. New restaurants focus on attracting customers, while established restaurants focus on customer retention and repeat visits. Resist the urge to spend a ton of money on marketing out of the gate, and market in a way that reflects and optimizes where your business is currently.
Chef Essi Tadrus shares the following on knowing how to market at the current stage of your restaurant: "The first mistake that restaurant owners make, I think, is they advertise really heavily when they open to get people to know that they're there, but sometimes you're just not prepared for it…We don't do any advertising for the first three or four months to make sure that our staff is really integrated into our menu, and we can give really good customer service."
Prioritize the right sales channels
Your marketing strategy should reflect how your restaurant does or aims to generate the majority of its revenue. For example, if you generate a lot of revenue from dine-in guests, then showcasing the dining experience on social media should be your goal. If delivery is your bread and butter, targeted online marketing campaigns are a better use of your marketing spend. Understanding the channel that makes your restaurant its money is what you should lean into when it comes to your marketing spend.
Focus on your target audience
Your target audience needs to be defined before you start marketing. Various audiences will react differently to marketing: a family may respond well to loyalty rewards, while younger professionals may be swayed by platforms such as Instagram or TikTok. Visitors to a city will rely on Apple or Google Maps and online reviews, and offices will respond to LinkedIn outreach or catering ads. Knowing your target audience is vital to deploying your marketing strategy in a meaningful and effective way.
Track ROI and adjust
The last piece of advice I can give is to ensure every marketing campaign you have has trackable KPIs to monitor. This includes:
- Website traffic
- Online reservations
- Email open and click-through rates
- Online ordering revenue
- Loyalty program sign-ups
- Customer acquisition costs
- Customer reviews
- Repeat visit rates
- Return on ad spend (ROAS)
Regularly reviewing performance and doubling down on the strategies that deliver results is the best way to ensure your marketing dollars are used effectively. This should be an ongoing process of testing and learning, and the best marketing strategies start with proven marketing methods and build from there.
FAQs
What is the most effective marketing for restaurants?
There isn’t a single marketing strategy for every restaurant, but the most successful restaurants use a multi-channel approach. This includes ensuring your Google Business Profile is up to date, encouraging customer reviews, building an attractive customer loyalty program, and maintaining an active social media presence. This is all predicated, of course, on an exceptional dining experience.
How can restaurants attract new customers?
Restaurants can attract new customers in 2026 through a variety of methods. Social media channels, Google Business Profiles, local SEO discoverability on their website, and partnering with local businesses are all great ways to get noticed. Furthermore, hosting community events and offering opening offers to new customers are other great ways to get your restaurant noticed.
What are inexpensive restaurant marketing ideas?
Social media is one of the most inexpensive ways to market your restaurant, especially for behind-the-scenes content or for building your brand through staff features. Responding to online reviews, encouraging tagging on social media accounts, sending email newsletters, and updating your Google Business Profile are other inexpensive ways to get your restaurant noticed.
How do restaurants increase repeat customers?
Restaurants increase repeat customers through great service, consistent food quality, and personalized guest experiences. Restaurants rely on loyalty programs, exclusives offers, and constant contact with customers through email or social media campaigns as well. Being in front of your customers through different marketing channels is the best way to get them to come back.
How important is word-of-mouth marketing for restaurants?
Word of mouth is essential and one of the most valuable forms of marketing for restaurants. Word-of-mouth carries greater trust from guest to guest, and those told by their friends or family to try your restaurant are more likely to do so. Creating memorable, exceptional dining experiences, consistently great food and drink quality, and encouraging customers to leave reviews and buy into your restaurant are all ways to get more of your existing customers to spread the word about your restaurant through word of mouth.
Last bite
Restaurant marketing is essential to grow your restaurant’s customer base. The approach that works best is to use a multi-channel strategy to target customers across different online media. Marketing does not need to be done through large-scale, expensive campaigns. Much like a recipe, a well-thought-out, intentional strategy will perform much better for your restaurant. Use the ideas in this guide to better your marketing reach in 2026.
