A guide to digital marketing for restaurants

These days, everything’s instant. We scroll through Instagram to see Cousin Maddy’s first steps instead of waiting for the photos in the mail. Instead of paging through newspapers, we turn to Twitter for news updates and Facebook Marketplace to see what neighbors are selling. Consumers live in the digital world, which makes digital marketing one of the most effective ways to win their business.

Instagram, Twitter, Facebook, Tiktok, and their many peers have a global reach. That means a lot of potential business – and a lot of competition. You’ll need to create an action plan and dedicate time to your marketing strategy to help your business stand out.

The digital world creates a unique opportunity to engage with potential and current customers. And while digital marketing for restaurants is hard work, it can be a lot of fun. After all, connecting with customers is all about sharing what you love most: food.

Why you need a digital marketing strategy

Making a restaurant digital marketing strategy may seem intimidating if you’re most comfortable in the kitchen. Here’s why the work you do create it will pay off:

• Reach: You won’t have to rely on billboards or buzz from local foodies to bring in new business. Advertising your restaurant online will get people everywhere talking about your food – and while someone in Albuquerque can’t pop by your New York pizza parlor on their lunch break, your posts may inspire them to drop in the next time they’re in town.
• Cost-effectiveness: Digital marketing doesn’t have to cost a dime. Starting a social media account is free, and low- or no-cost design apps make it easy to craft professional-looking posts with user-friendly templates. If you have a little money to spend, paying to boost reach or access premium analytics may offer a good return on investment at a fraction of the cost of producing a quality commercial or flashy print ad.
• Tailored messaging: Many platforms allow paying advertisers to choose a target audience so the people most likely to love your food will be the ones who see your ads.

Key elements of a successful strategy

Posting daily mouthwatering food pics might get you a little attention, but it’s not a strategy. The most successful marketing plans have these key elements in common:

• Have a goal: You can’t measure success without goals, so decide what each marketing campaign is trying to achieve. That might mean generating a certain amount of revenue from an email blast or increasing reservation bookings by a certain percentage from running a promotion on Instagram.
• Know your target audience: You know what sets your food and dining experience apart. What kind of customer appreciates what you offer? Target them with promotions, events, and updates you think they’ll enjoy. If clients rave about your mimosas, advertise a complimentary mimosa with brunch. If your typical diner is health-conscious, share colorful photos of fresh ingredients.
• Choose appropriate channels: Unless you’re working with a bottomless budget and a massive marketing team, don’t waste time and money trying to hit every platform. If you’re targeting a younger crowd, focus on the social media platforms popular with that age group, such as Instagram and TikTok. For older generations, you may get more mileage from advertising on platforms like Facebook.
• Make an action plan: Plan a strategy for every channel. You don’t have to plan out a year of emails or Instagram Stories today but define some core content areas (also known as content pillars), post and email schedules, and a strategy for responding to reviews and comments. Map out plans and budgets for sponsored posts, influencer marketing, or affiliate advertising so you don’t burn through resources early in the year.

Digital marketing ideas for the restaurant industry

We mentioned planning how and when to post, but let’s take a step back and talk about what to post. The best online marketing for restaurants tailors content to each individual channel.

Social media platforms

Great content will prompt users to visit your profile, so include addresses, phone numbers, and other contact information in the restaurant bio. Use a Linktree to consolidate links to your menu, website and other social media profiles so visitors can easily navigate from one site or platform to the next.

Social media marketing is all about using engaging content to attract new customers. Here’s what to post on your restaurant's social media pages:

• High-quality food photos
• Videos of the staff in action
• Photos and videos of customers enjoying meals (with their permission, of course!)
• Posts on new menu items or limited-time promotions
• Invitations to exclusive events

Your website

Restaurant websites are great for housing long-form information that’s too busy or complicated for social media. Here’s what to include:

• An about page
• Current menus
• Information about online ordering
• Positive reviews and press
• Merch
• High-quality images and videos of the restaurant’s interior, exterior, and dishes
• Links to social media to drive traffic through cross-promotion

Emails

Think of marketing emails as a way to reward and stay connected with your most loyal customers. Since people have to opt-in to newsletters, this space is for those who genuinely want to learn more. Give them:

• Exclusive discounts and early access to special events
• Updates on your menu items
• Loyalty programs and rewards like birthday freebies or earned coupons

3 cornerstones of an effective digital marketing strategy

We’ve given you a lot to take in. But before you share your restaurant with the world, we’ll leave you with three must-haves for a successful marketing campaign:

1. Great branding is essential. You have to know who your restaurant is before you can show that identity to other people. Create your brand identity and let it shine across every marketing channel.
2. Set measurable goals for your strategy so you can analyze what works and what doesn’t. Make adjustments when needed to ensure the best results.
3. Use the right marketing tools to create, schedule, and monitor content. You can do much of this manually, but an email marketing platform makes the process easier by offering solid analytics, user-friendly web tools, and upgraded social media accounts.