Digital Marketing for Restaurants

Refresh Your Restaurant Website

Your restaurant’s website is an opportunity to tell your business’s story and give them a taste of your brand’s personality. What you choose to include (or omit) helps visitors better understand what makes your restaurant special, whether that’s a certain type of regional cuisine, a great cocktail program, or an emphasis on clean, simple ingredients.
Aesthetically, the website should align with your existing brand identity. However, the site’s function can be even more important than its appearance. Make sure the page is fast, easy to navigate, and includes practical features, like:

• Menus: If your restaurant has multiple menus (like brunch, lunch, and dinner), make sure you include them all. Update menus frequently so guests know what to expect.
• Online reservations: If you’re using a reservation management software like Resy, ensure its linked properly on your site so diners can easily make bookings.
• Basic information: Make sure info like your hours and location are up to date to avoid confusion.
• Accessibility features: Ensure that your website is accessible to people with disabilities.

That might mean adding alt text to photos, choosing text and background colors with adequate contrast, and including keyboard navigation options, per ADA guidelines.

Make sure your website runs effectively on mobile, as that’s where many people are likely to find you.

The online search landscape changes often. Stay on top of search engine optimization best practices to get your website in front of more people.

Try Paid Search Engine Marketing

A paid search campaign is an online business strategy in which a business pays a platform to appear prominently in search engine result pages. Paid search ads are sometimes called “pay-per-click” ads, which means you pay a fee every time someone clicks on the link.

It’s important to choose strategic search terms with clear intent and limited competition. For example, you might pay for your restaurant to appear high in the results for “top nigiri spot in Manhattan,” instead of the broader “best sushi in NYC” because you’ll have less competition.

Set up Your Google Business Profile

Your Google Business Profile is how your restaurant appears in search results on Google and Google Maps. These are some of the most common locations people turn to when looking for a place to eat, which makes them cornerstones of restaurant online marketing.

Google recommends restaurants based on signals like rating, review count, proximity, and keywords as well as potential guest demographics, interests, and behavior.

When guests search using the term “restaurants near me,” the goal is for them to find your business. A strong Google Business Profile makes that possible.

Optimizing Your Profile

The first step to a great Google Business Profile is claiming your listing. From there, add as much accurate information as you can, including:

• Category: Make sure you choose a primary category that accurately and specifically describes your restaurant (like “French restaurant” or “Japanese steakhouse”) so the people looking for a business like yours can find you. You may add up to nine secondary categories to represent your restaurant.
• Description: Write a description that emphasizes your restaurant’s value and differentiators. Keep it factual, clear, and concise.
• Service options: Highlight unique services and features your restaurant offers, like vegetarian options, outdoor seating, or a kids’ menu.
• Address and phone number: Make sure the location and contact information for your restaurant are accurate.
• Hours: Fill out your hours of operation and keep them accurate, especially on holidays. This builds trust with your target audience.
• Photos and videos: High-quality photos and videos highlight the food and ambiance that sets your restaurant apart. If you don’t upload your own photos, searchers will see photos posted by your guests.
• Menu: Your menu should be easy to find and read. If you’d rather avoid consistent updates, you can upload a sample menu and indicate that dishes are subject to change.
• Reservations: Integrate reservation platforms like Resy so guests can book a table from your profile.
• Online ordering: Link your online ordering platforms and select the one you want to show as “preferred by business.”

Step Up Your Social Media Content

One key to success in the hospitality industry is social media marketing. Think of social media as an opportunity to connect with new audiences, build a community of loyal followers, share updates, and get to know your guests better.

Regularly posting organic content to your social media profile is a great way to build and nurture a community of followers through authenticity and genuine interactions.

High engagement rates tell the social platform algorithms that people like your content, which results in your content getting pushed to more users. The algorithm shows your post to users similar to those who already engaged with it. That’s what makes authentic engagement from your target audience so important. If you get various likes and comments from people outside your target audience, the algorithm will push your post to the wrong audience.

These best practices can help guide your social strategy:

• Use platforms thoughtfully: Your social media content strategy should be tailored to the platforms you’re using. On Instagram, you may want to post funny Reels or encourage engagement through polls and Story stickers. On Facebook, you may accept reviews or share links to promotions.
• Spark conversations: Asking questions that invite your audience to share their opinions or experiences is a great way to initiate conversations.
• Respond to comments and questions: Your audience will feel more valued if you engage with questions and comments.
• Be consistent: Consistency is one of the most important factors that impacts social media growth. If you post quality, high-effort content every few days, you may gradually build trust among your existing audience and attract new followers.

Try Paid Social Media Content

Digital advertising isn’t just for search engines. Paid social media ads may generate awareness and drive additional covers.

Try running a social media campaign next time you promote a time-sensitive offer, seasonal special, or event. Use paid ads to reach new audiences or retarget people who have interacted with your restaurant before, like people who have liked a few of your posts or visited your website.

Pay Attention to Reviews

Online reviews often have a big influence on a person’s dining choices. If you see that a restaurant has a low rating, you might decide to skip it. Proactive restaurants safeguard their online reputation by monitoring reviews as they come.

To get started, claim your business and fill out profiles on major review sites. Keep menus, hours, and photos up to date to build trust with potential guests.

Responding to reviews shows that you care about the experiences people have when they dine with you. You can reply to positive reviews with gratitude that encourages the guest to return.

Negative reviews are trickier. In some cases, it might make sense to respond publicly to a negative review. A professional, empathetic response may go a long way. Other times, you may choose to reach out privately and discuss the issue.

In certain situations, you may not want to engage the reviewer at all. Whenever possible, use the negative feedback you receive to grow and improve your business.

You may encourage guests to leave a review after their meal to build your reputation.

Building Digital Marketing and Branding Solutions for Restaurants

Digital marketing approaches and tools may change over time, but the purpose stays the same: to reach new audiences and foster connections with your guests.

By thoughtfully integrating these digital strategies into your marketing plan, your restaurant may attract newcomers, build trust with long-time regulars, and continue to grow and succeed as the restaurant industry evolves.

FAQs about Digital Marketing Strategies for Restaurants

How do I use digital marketing to help increase restaurant reservations and repeat visits?

You can use digital marketing to help increase reservations and repeat visits in a few different ways. Make sure the online reservation platform you use is easy to find on your website, Google Business Profile, and social media. Build trust by replying to reviews and comments. You might also consider offering loyalty programs and promotions through delivery platforms, social media, or email.

How do I implement digital marketing using existing restaurant systems (POS, reservations)?

You may use your existing point-of-sale and reservation systems to boost your digital marketing strategy by leveraging the data you collect when a guest uses each tool. Your systems may provide valuable insights into sales patterns, like your most popular dishes or the busiest times of day for your restaurant. You might use that data to design promotions or highlight specific specials on your platforms.

Why is my restaurant’s digital marketing not converting into sales?

Digital marketing may not convert to sales at your restaurant for several reasons. For example, maybe your social media marketing strategy isn’t reaching the right people. Consider whether adjustments could help you reach a more local audience. Or perhaps you need to build trust with more user-generated content, reviews, and authentic interactions. Investing in a new aspect of your marketing strategy may help you convert more sales.

How should restaurants approach digital marketing with limited time and staff?

Limited time and a small team don’t have to hold you back from digital marketing. You may start by focusing on basics—refine your Google for Business Profile and update your website with relevant information. Small changes may go a long way.

If you have room in your budget, you may also consider hiring a contractor to take over a component of your digital marketing plan, such as redesigning your website or launching a paid social media campaign.