Dishing Out Success: How To Market A Restaurant

How do you market a restaurant?

The best way to market a restaurant involves a strategic combination of traditional and digital marketing methods. Here are some key strategies to effectively promote your restaurant and attract a wider audience:

Identify what sets your restaurant apart from others

Whether it's a signature dish, a unique ambiance, or exceptional service, highlighting your unique selling proposition helps with creating a distinct brand identity. From there, it’s important to highlight your excellent service, food, or vibe of the restaurant online. Establish a user-friendly and visually appealing website. Include high-quality images of your dishes, a comprehensive menu, and easy-to-find contact information. Making social media profiles and sharing engaging content with high-quality images and videos of your dishes will win over customers and lure them into your restaurant.

Effective restaurant marketing involves a multi-faceted approach. Begin by understanding your target audience and local market dynamics. Utilize a mix of traditional and digital channels.

When it comes to marketing a restaurant successfully, it's crucial to adopt a strategic approach that combines traditional and digital methods. Let's explore effective restaurant marketing strategies and how you can implement them to reach your local audience at scale.

Three Traditional Methods Restaurants Use to Market Themselves:

Print Advertising: Many restaurants still utilize print advertising in local newspapers, magazines, or community newsletters. For instance, a neighborhood pizzeria might run a full-page ad in a local newspaper featuring attractive images of their pizzas along with a special discount for readers.

Direct Mail Campaigns: Sending physical mail or postcards to local residents with special offers or promotions is a classic approach. A steakhouse might send out direct mail showcasing their menu, accompanied by a limited-time coupon for a complimentary dessert or a discount on the total bill.

Event Sponsorship: Restaurants often sponsor or participate in local events to increase visibility. A seafood restaurant might sponsor a community seafood festival, providing samples of their dishes and distributing promotional materials to event attendees.

Three Digital Methods Restaurants Use to Market Themselves:

Social Media Marketing: Utilizing platforms like Instagram to highlight visually appealing images of dishes, share customer reviews, and run Instagram contests to encourage user-generated content.

Online Reviews: Restaurants actively manage their online reputation by encouraging satisfied customers to leave positive reviews on platforms like Yelp or TripAdvisor. Conversely, they address negative reviews promptly, demonstrating a commitment to customer satisfaction. A well-reviewed restaurant can attract new customers based on the positive experiences shared by others.

Email Marketing: Building an email subscriber list allows restaurants to stay connected with their customer base. A local bistro might send out a weekly newsletter featuring updates on new menu items, upcoming events, and exclusive discounts for subscribers.

Traditional or digital are part of a comprehensive marketing strategy. Successful restaurants often combine both traditional and digital approaches to reach a diverse audience and adapt to changing consumer behaviors.

3 Unique Ways That Restaurants Are Marketing Their Stores

Sugarfish and Kylie Jenner: Influencer Collaborations

Sugarfish, a popular sushi restaurant in LA, has collaborated with celebrity influencer, and beauty brand owner, Kylie Jenner. Kylie shared her dining experience at Sugarfish on her Instagram and Snapchat accounts, reaching her millions of followers. The restaurant gained significant visibility and attracted a younger audience who followed Kylie.

The Magic Castle comes to Shake Shack: Unique Dining Experiences

Shake Shack in New York City partnered with The Magic Castle, a famous magic club, to create an immersive dining experience. Magicians performed tricks and trades, creating a unique and entertaining atmosphere for customers. This not only differentiated Shake Shack from competitors but also generated buzz on social media and local news outlets.

Limited Time Menu at McDonald's with Travis Scott

McDonald's collaborated with rapper Travis Scott to create a limited-time menu item called the "Travis Scott Meal." The partnership included a specific meal combination inspired by Travis Scott's favorites. This collaboration not only attracted the rapper's fan base but also created a sense of exclusivity and excitement, driving customers to try the special menu!

A Beginner’s Checklist for Restaurant Marketing

Marketing a new restaurant or group of stores might be overwhelming for beginners or first-time restaurant owners. This checklist will guide you through the initial steps to kickstart your marketing efforts.

1. Define Your Target Audience: Identify your ideal customers to tailor marketing strategies effectively.
2. Create a Restaurant Marketing Plan: Develop a comprehensive plan outlining your goals, target audience, and marketing channels.
3. Utilize Online Platforms: Establish a strong online presence through a user-friendly website and active social media profiles.
4. Promote, Advertise, and Attract New Customers:  Attracting new customers is the lifeblood of any successful restaurant. Explore effective ways to promote, advertise, and attract a steady stream of patrons.

Strategies to Attract New Customers to Your Restaurant

Local SEO Optimization: Ensure your restaurant appears in local search results by optimizing your online presence.

Collaborative Marketing: Partner with local events or organizations to increase visibility.

Loyalty Programs: Implement loyalty programs to reward repeat customers and encourage customer retention.

Community Engagement

Community Engagement in restaurants involves building connections with the local community to foster a positive relationship and establish the restaurant as a valued member of the neighborhood. Restaurants can engage with their communities in many ways, but some of the most attainable ways to unlock community engagement is through local partnerships, hosting or sponsoring community events, or sourcing locally.

_______________________________________

By implementing these strategies and staying attuned to industry trends, you'll be well on your way to effectively marketing your restaurant and enticing a broader customer base. Remember, the key is to adapt and evolve your strategies based on the ever-changing landscape of the restaurant industry. Cheers to successfully marketing a restaurant!