What's the best marketing strategy for a small restaurant?
Start with the basics - accurate Google Business Profile, strong reviews, clear ordering info, and a simple weekly routine (posting 2-3 times, responding to reviews, and doing 5 local partnership touches per week).
Restaurant Marketing Strategies
Overview
Restaurant marketing strategies are the repeatable actions you use to consistently bring in the right guests - without guessing week to week. It's not just "posting on Instagram" or running a random discount. A real strategy connects three things - who you want to attract, why they should choose you, and how you'll reach them (online and locally) in a way you can repeat and improve.
At a simple level, restaurant marketing has four goals -
1. Get found (people in your area can easily discover you)
2. Get chosen (your menu, photos, reviews, and messaging make you the obvious pick)
3. Get visited or ordered (you make it easy to take action - walk in, reserve, order online, or cater)
4. Get repeated (you turn first-time guests into regulars)
Most restaurant owners lean too hard one way. They either focus only on local tactics (flyers, coupons, word of mouth) and ignore search and listings - or they focus only on social media and forget the basics of foot traffic, partnerships, and community presence. The truth is- online and local work together.
- Online is how people find and judge you fast - Google Search, Google Maps, your website, reviews, social proof, and online ordering.
- Local is how you stay top-of-mind and drive repeat visits- neighborhood partnerships, nearby businesses, events, signage, and in-store offers.
When your online foundation is strong, local marketing converts better - because people can look you up instantly and feel confident. And when local marketing is active, your online presence grows faster - because more guests search for you, leave reviews, post photos, and recommend you.
Customer, Offer, and Area
Before you spend another dollar or another hour on marketing, you need three basics locked in - who you're trying to reach, what you're selling (beyond "food"), and how far your real customer radius goes. This is what keeps your marketing focused and prevents you from doing a little bit of everything with no clear results.
1) Pick your "best customers"
You don't need a fancy persona document. You just need to be honest about who already buys from you - and who you want more of. Most restaurants have 2-3 core groups. Examples -
Lunch regulars - nearby workers who care about speed, consistency, and value
Family dinner buyers - convenience, kid-friendly options, predictable favorites
Weekend treat guests - experience, shareable items, vibe, and photos
Late-night crowd - fast pickup, combos, cravings, and clear ordering
For each group, write down -
- When they order (dayparts, days of week)
- Why they choose a place (speed, price, quality, health, experience)
- How they decide (Google Maps, reviews, friends, social media, walking by)
This matters because your marketing message and channel change depending on the guest. A "busy lunch" strategy is different from a "weekend date night" strategy.
2) Define your offer
Your offer is not your entire menu. It's the reason someone should choose you today instead of the other 10 options nearby.
Use this simple formula -
We help [target guest] get [main outcome] by [your unique advantage].
Examples -
- "We help busy lunch customers get a fresh meal fast with 10-minute pickup and reliable favorites."
- "We help families solve dinner with big portions, simple ordering, and easy pickup."
- "We help food lovers try bold flavors with rotating specials and shareable plates."
If you can't say it simply, your marketing will sound generic - and generic marketing gets ignored.
3) Set your realistic trade area
Your local strategy depends on how far customers will actually travel. In most cases -
Quick service. Often 1-3 miles (sometimes less in dense areas)
Fast casual / casual. Often 3-5 miles
Destination / special occasion. Can be wider, but still depends on the market
Why this matters -
- It tells you where local partnerships should happen
- It tells you what neighborhoods to target with flyers, signage, and community outreach
- It helps you optimize Google/Maps visibility where it counts
A practical way to do this - look at your orders or receipts and identify the most common zip codes/cities. If you don't have that data, start with a conservative radius and expand later based on results.
4) Choose 1-2 marketing goals
Most owner marketing fails because it's trying to do too much. Pick 1-2 goals for the next 30-60 days,
- More new guests (discovery + first visit)
- More repeat visits (loyalty + messaging + experience)
- More off-peak traffic (slow-day promos, lunch, late-night)
- More online orders (ordering visibility, packaging, offers)
- More catering (local outreach + simple catering page)
Then align your tactics to those goals. If your goal is catering, your weekly effort should include local business outreach, not just Instagram posts.
Build Your Local Marketing Foundation
Local marketing is what drives steady foot traffic and keeps your restaurant top-of-mind in your neighborhood. But most "local marketing" fails because it's random - one flyer drop, one event, one partnership that doesn't get followed up. This section builds a foundation you can run every week, even when you're busy.
1) Make sure your restaurant looks "open, active, and worth stopping for"
Before you promote anything, make sure your physical presence is doing its job. A surprising amount of local traffic is decided in seconds from the street or parking lot.
Local basics that matter -
Sign visibility - Can people read your sign quickly from the road?
Hours posted clearly - On the door, window, and easy to see from outside
Lighting and cleanliness - especially at night (people judge safety + quality fast)
Menu visibility - a simple menu board/poster near the entrance helps undecided guests
Sidewalk/entrance cues - "Order here," "Pickup here," "Open" signage, etc.
If you rely on walk-ins, your exterior is part of your marketing - treat it that way.
2) Create an in-store system that turns visits into return visits
Local marketing works best when it has a "second step." You don't just want someone to try you onceyou want them to come back next week.
Simple retention tools you can run in-store -
Bounce-back offer - A receipt or card with "Bring this back in 7 days for ___"
Bag stuffer - Small card for takeout bags with a clear next-visit incentive
Table tent - Highlight your best seller, combo, or weekday special
Catering reminder - "Feeding a team? Ask about catering" with a phone number or QR code
Loyalty prompt - A short, direct ask at checkout (don't make it complicated)
Keep offers simple and margin-safe (examples, free add-on, small appetizer, upgrade, or threshold reward like "$5 off $30+").
3) Build a repeatable community presence
Local visibility doesn't mean sponsoring everything. It means choosing a few community channels that consistently reach your best customers.
Pick 2-3 from this list and commit to them monthly -
Schools / youth sports - Team nights, fundraisers, flyers in backpacks
Apartments / HOAs - Resident deals, welcome packets, lobby flyers
Nearby offices - Lunch catering menus, drop-off samples, standing orders
Gyms / salons / retail neighbors - Cross-promotions and shared coupons
Local events - Farmers markets, street fairs, charity nights (only if you can staff it)
The key is follow-up. One partnership touch rarely works. A system does -
Week 1. introduction
Week 2. drop off menus or samples
Week 3. set a recurring offer or team lunch
Week 4. follow up and repeat with the next partner
4) Use local partnerships the right way
Partnerships work when they solve a real problem for the other business.
Good partnership examples -
Office lunch deal - pre-set ordering process + on-time delivery/pickup
Gym post-workout special - healthy option bundle + clear time window
Hotel front desk cards - "Show your key for ___" + easy directions
Apartment resident perk - monthly "resident night" with a simple code
Make it easy to track -
- Use a partnership code ("GYM10", "APT5") or a specific offer card
- Keep the offer consistent for 30-60 days so it has time to catch on
5) Local "awareness" tactics that actually lead to sales
If you're going to do flyers, door hangers, or local boards, do it with a plan -
Target the right radius - start close (1-3 miles) before going wider
Promote one clear action - "Order online," "Try the lunch combo," "Catering menu"
Make it measurable - unique code, unique QR link, or a specific offer
Repeat the drop - same area 2-3 times over a month beats one huge drop
Consistency is what turns local marketing into results.
Build Your Online Marketing Foundation
Online marketing works best when your basics are solid. Most restaurant owners lose sales online for simple reasons - missing info, outdated hours, confusing ordering links, or weak photos. This section is your foundation - the things that help people find you, trust you, and take action fast.
1) Your website - keep it simple, fast, and action-first
You don't need a fancy site - you need a site that converts. Make sure your website has these essentials above the fold (visible without scrolling on mobile) -
- Hours + location + phone number
- Menu (easy to read on mobile)
- Order Online button (clear and working)
- Catering link (if you offer it)
- Directions / parking info (especially in busy areas)
If you do nothing else - confirm your ordering button is obvious, your menu is updated, and your hours are correct everywhere.
2) Google Business Profile
For most restaurants, Google Search + Maps drive more intent than any social platform. Treat your Google Business Profile like a daily sales channel.
Weekly must-dos -
- Confirm hours (including holidays)
- Add new photos (food, interior, exterior, popular items)
- Respond to reviews (good and bad)
- Keep categories accurate (primary + secondary)
- Use Posts for specials or events (short, clear, with a call to action)
Also check -
- Your pin location is correct on Maps
- Your phone number and website link work
- Your "Order" and "Menu" buttons go to the right place
3) Listings consistency
Your name, address, and phone number (NAP) should match everywhere -
- Google, Apple Maps, Yelp, TripAdvisor (if relevant)
- Facebook/Instagram
- Delivery apps (if you use them)
- Your website
Inconsistent info (like "Suite 2" in one place and not another) can hurt visibility and frustrate customers trying to find you.
4) Online ordering
Online orders are won or lost on clarity. Make sure -
- Your ordering link is one tap from Google and your website
- Your menu is organized logically (popular items first, clear modifiers)
- Item names are clear (avoid inside jokes or vague names)
- Photos exist for best sellers (you don't need photos for everything)
- Prep times and pickup instructions are accurate and visible
Bonus - add a "Most Popular" or "Best Sellers category - customers love it.
5) Social profiles
Even if social isn't your main channel, people check it for proof. Tighten -
- A clear bio (what you are + where you are)
- Correct hours and location
- One clear link (order / reservations / catering)
- Pinned posts/highlights - menu, hours, best sellers, ordering
Social Media Strategy That Drives Orders
Social media only becomes "worth it" when it leads to real actions- visits, orders, catering inquiries, and repeat customers. The mistake most restaurant owners make is posting whatever they have time for, whenever they remember. A better approach is to run a simple system that's easy to maintain and clearly tied to sales.
1) Choose 1-2 platforms you can run consistently
You do not need to be everywhere. Pick the platforms where your customers already are and where you can realistically post every week.
A practical approach -
Instagram - great for food photos, stories, specials, and local discovery
TikTok - great for quick behind-the-scenes and craveable items
Facebook - still strong for local communities, events, and older demographics
If you're not sure, pick Instagram + Facebook (easy cross-posting) or Instagram + TikTok (strong for food discovery). Consistency beats platform variety.
2) Your content needs 3 jobs (keep it simple)
Every post should do at least one of these -
- Show what to order (best sellers, specials, combos, new items)
- Prove you're worth it (reviews, busy moments, fresh prep, portion size)
- Tell people what to do next (order online, visit today, catering, event)
If a post doesn't help someone decide what to order or how to take action, it's usually just "noise."
3) Use a repeatable content mix
Here's a simple mix that works for most restaurants -
- 40% Menu + cravings - best sellers, close-ups, limited-time items
- 25% Proof + trust - reviews, customer reactions, packed dining room, freshness
- 20% Convenience - ordering, pickup process, hours, lunch specials, parking
- 15% Community + team - staff shoutouts, local partnerships, events
You're not trying to be an influencer. You're trying to be the obvious choice nearby.
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Local Marketing Strategy That Brings Foot Traffic
If you want more dine-in and pickup traffic, local marketing should feel like a weekly routine, not a one-time campaign. The goal is simple - make sure people within your trade area (your real radius) hear about you often, have a reason to try you, and get reminded to come back.
1) Win your closest customers first
Start close before you go broad. Your fastest growth usually comes from -
- Nearby neighborhoods within 1-3 miles
- Apartment communities
- Office clusters and business parks
- Schools, gyms, salons, and high-traffic retail centers
Instead of trying 10 tactics, pick 2-3 channels that reach these groups and do them consistently.
2) Build a partnership list
Create a simple list of 30-50 nearby places that can send you repeat guests -
- Offices (small + large)
- Apartment leasing offices
- Gyms, studios, salons, barbershops
- Schools (staff lunches, fundraisers)
- Hotels (front desk cards, guest deals)
- Retail neighbors (cross-promos)
Then run a basic weekly outreach -
- 5 touches per week (call, visit, email, drop-off)
- 1 partnership activation per week (a deal, a flyer placement, a lunch order)
Local marketing is a numbers game. The list keeps it structured.
3) Offer partnerships that are easy to say "yes" to
Partnerships work when the other business benefits too. Keep it simple -
Employee meal deal - "Show your badge for ___" (weekday only)
Resident perk - "Use code RESIDENT for ___" (monthly)
Front desk card - "Visitor special" with clear directions + hours
Fundraiser night - "We donate ___% between 4-8pm" (one flyer + one code)
Avoid complicated rules. If it takes more than 10 seconds to explain, it won't spread.
4) Use catering as a foot-traffic engine
Catering doesn't just drive revenue - it introduces you to groups who later become regulars.
Simple catering local strategy -
- Drop off a one-page catering menu to 10 nearby offices
- Offer a first-time office lunch bundle (profit-safe, easy options)
- Include a bounce-back card in every catering order-
- "Bring this in for ___" or "Order online with code ___"
Every catering tray is a marketing opportunity.
5) Run local events that match your capacity
Events don't have to be big. The best events are easy to staff and repeat.
Examples -
- "Family night" (weekday dinner)
- "Lunch combo day" (one day per week)
- "Taste test" of a new item (2-hour window)
- "Local partner spotlight" (cross-promo with a business)
Promote events in three places -
- In-store signage
- Google Business Profile post
- Social post + stories
Keep it consistent for 4-6 weeks so people learn it's "a thing."
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Frequently Asked Questions
What should restaurants post to get more orders?
Post content that helps customers decide quickly - best sellers, limited-time specials, bundles, behind-the-scenes prep, reviews, and clear "Order now / Visit today" prompts.
How do I market my restaurant online?
Build a strong foundation - mobile-friendly website, optimized Google Business Profile, consistent listings, easy online ordering links, and social content that highlights best sellers, proof, and clear calls to action.
How do I market catering for my restaurant?
Create a simple catering page/menu, then outreach weekly to nearby offices and organizations. Offer an easy "first office lunch" bundle and include bounce-back offers in every catering order.
How do I market my restaurant locally?
Focus on a 1-3 mile radius first. Use partnerships (offices, apartments, gyms), in-store bounce-back offers, community events, and consistent outreach to nearby businesses to drive repeat foot traffic.
