28 Effective Restaurant Marketing Ideas to Set Your Business Apart

Restaurant marketing can feel like an overwhelming uphill battle. Every new article claims to have the magic bullet—throwing out a long list of ideas that barely scratch the surface. But here's the truth: effective marketing isn't about trying every tactic under the sun. It's about knowing what actually works.

We've done the research, tested the strategies, and compiled the best ideas—backed by data. Whether you're focused on driving new orders, aligning your menu with customer demand, or increasing repeat business, we're breaking down the marketing moves that will truly impact your bottom line. Because in this game, it's not just about getting people through the door—it's about making sure every customer is profitable from the first bite to the last.

Find your menu market fit

Before starting your restaurant marketing, ensure your offerings match local tastes. Understanding this is key to thriving—and not understanding it is one of the top reasons why restaurants fail. 

Below, I’ll break down how to figure out your menu market fit:

1. Find unmet demand and analyze your competitors 

I’ve already covered these steps in our post about restaurant failure, but to recap, you’ll want to find gaps in what your customers are searching for and what your competitors aren’t offering. 

You’ll want to use the Google Keyword Planner to find what people are searching for and what competitors are selling. After that, you’ll want to look into competitors' reviews to uncover what they’re missing and analyze those reviews using the 4Ps:

After you compile that information, you can define your ideal customer and shape your brand to match, which I’ll get into next. 

2. Define your ideal customer

Next, you’ll want to find your ideal customer. I like to start by splitting customers' characteristics into two categories: demographics and behaviors: 

So for demographics, you’d take notes of factors like: 

• What is the typical age of your customers? 
• What kind of groups do you attract (e.g., tourists, students, office workers, families, locals, etc.)?
• What is the income level of your customers? 

And for behaviors, you could ask: 

• How often do customers visit? 
• What do customers order the most? 
• How much do your customers spend?

Once you have an idea of your customer base, you’ll have a better idea of how to tailor your menu, what marketing messages to send and which promotion ideas could work for your customers. 

3. Shape your brand to match

Knowing who you're trying to feed is half the battle. Once you've nailed down your ideal customer, building your brand is like putting together a really fun puzzle. It's way better than staring at a blank canvas, right?

Your brand is a mix of what you sell, what you say and how you treat your customers. When these pieces fit together perfectly, you've got a winning formula. 

Take Metro Pizza, for example. They nailed it by becoming the go-to pizza place for families in the suburbs. Their brand screams cozy, authentic and convenient: Metro Pizza | America’s Neighborhood Pizzeria Since 1928.

Get more new customers

If you’re looking to grow your customer base, the key is to make it as easy as possible for new customers to find and choose your restaurant. From optimizing your online presence with Google search engine optimization (SEO) to creating eye-catching menu pages, every little detail counts. Think of it as setting the stage for potential customers who are already searching for exactly what you offer.

Now, I get it: SEO can sound complicated, but it doesn’t have to be. You don’t need to be a developer or spend hours tweaking your website. 

In fact, a few simple changes can make a huge difference. That’s where the 80/20 rule comes in: 20% of the tweaks you make will drive 80% of the results.

Automating your marketing and SEO can also make it easier to execute your restaurant marketing efforts without getting overwhelmed. So with that, here are my top restaurant marketing ideas that help you gain more new customers:

5. Make it easy for customers to find you

One of the most important ways to get more customers is to make sure they can find you in the first place. That’s where Google SEO comes in. It’s particularly effective because it targets local customers within a specific radius—like a 10-mile area—who are actively searching for places to eat. 

Unlike social media, where people might just be scrolling without a plan, Google helps you reach folks who are ready to make a purchase.

My friends Mo and Omar at Talkin’ Tacos handle this perfectly. They used social media to gain followers and get some exposure, but the real magic happened with Google. 

They found that Google SEO brought in seven times more customers than social media did. Why? Because Google connects you with local customers who are looking for what you offer right now. To make this work, they leveraged local SEO tactics. 

Based on what worked for them, here are some action items I recommend:

• Claim and optimize your Google My Business listing: Ensure your restaurant's name, address and phone number (NAP) are accurate and consistent across all platforms. Add high-quality photos, encourage customer reviews and keep your business information up-to-date.
• Leverage relevant keywords: Incorporate keywords like "best pizza near me" or "Italian restaurant downtown" into your website content and Google My Business listing to improve your search rankings.
• Build local citations: Create consistent listings on directories like Yelp, TripAdvisor and Yellow Pages to strengthen your online presence.

When you’re optimizing for Google, you’re really just telling it why your restaurant is the best choice in your area. So, focus on making it easy for customers to find you and watch as they start coming through your doors.

6. Create menu pages for each item

Another way to be seen by and attract new customers is to create menu pages for each item. Consider tackling your most popular items first if you have a large menu. We’ve seen firsthand that this works—with the help of Owner.com, Talkin’ Tacos increased their traffic by over 25%. 

For example, they created specific pages for items like guacamole and birria—their most popular items. Doing so helped them rank for more “guacamole” and “birria” keywords on Google, which helped those items be seen by more customers.  

7. Use alt-text to help rank on Google Images 

Google can't tell you what's in a picture—it can only read text. So, to tell Google what’s in an image, we use alt text, which is a quick and specific phrase that describes the image. You’ll typically add this in when you add and upload images of menu items to your website. 

But how does this reach more customers? Well, if someone is searching for something like “pepperoni pizza” and you used that phrase in your alt text for a picture of pepperoni pizza on your menu, you’ll be more likely to show up in Google Images. 

If you can’t think of how to write your alt text, here’s a format that I’ve seen work: Best [Name of dish] in [City, State] 

8. Use a website layout proven to convert

It takes less than 7 seconds to grab someone’s attention, so making sure your website gives a good first impression is key. Doing so through a website CRO can help convert your guests into customers.

Website CRO or conversion rate optimization means making the experience of a website better for guests so that it's easy to choose your restaurant and ultimately order from your restaurant. 

Ottavio’s Italian Restaurant does a great job with this. After using Owner.com to help improve their website layout, they saw a $6,000 boost in monthly sales.

Here are some layout strategies that Ottavio’s used that you can also try to help convert more customers: 

• Add a restaurant description: The first section of your website should be a quick summary that quickly highlights what makes your restaurant special and why customers should choose you. Include a mouth-watering photo of one of your best dishes to grab attention and make a great first impression.
• Add a slider menu: A slider menu is your restaurant's digital storefront. Showcase your most tempting dishes in a rotating display, then drive sales by linking directly to online ordering.
• Showcase reviews: Google loves seeing reviews, and having these can help you show up more in search results. The Owner.com tool uses AI to automatically show these on your website. I’ll show you how to get more reviews in the management of your restaurant’s brand and reputation section. 
• Make it easy to order: On your website, tell the customers and educate them on how they can order. Place your online ordering link right on your homepage so it’s easy to find. I’ll explain more ways you can make the ordering experience easier in the next section. 

9. Make the online ordering experience easy

Offering online ordering through your website is key to your marketing strategy if you want to increase your orders. And, it’s important to make it as easy as possible for your customers to navigate through. Do this by: 

• Adding an online ordering button in a spot that stays visible as you browse
• Providing instructions on how to order
• Giving options for both delivery and pick-up 
• Providing multiple payment options 

For example, The Modern Vegan does an excellent job of telling their customers how to order from their website: 

With that in mind, you've got two main ways to set up online ordering: Using a third-party app or building your own system. Third-party apps are super easy to start with, but you'll pay a fee for each order. 

If you build your own system, you have total control and can really make it your own, but it's usually a bigger upfront investment. 

That’s why I love Owner.com—our website builder lets you collect customer information on the first visit. For instance, we add a banner at the top of your homepage where people can opt in and sign up for email and text updates.

Also, our tool lets you leverage customer data to automatically suggest new dishes based on their preferences—a great way to boost the online ordering experience. 

10. Surprise new customers with deals 

One of my favorite and easiest ways to turn new customers into loyal ones is by surprising them with unexpected deals. When a first-time customer receives a special offer, like a discount on their next visit or a complimentary dessert, it leaves a lasting impression and encourages them to return.

And, it can boost word-of-mouth—people are likely to tell their friends about the restaurant around the corner that gave out a fun deal!

11. Motivate shoppers with abandoned cart emails

Restaurant email marketing is one of my favorite ways to help get reorders because it’s such a powerful and timeless strategy—plus, email marketing can prevent you from letting potential sales slip away, like with abandoned cart emails. These emails motivate customers to complete their purchases. 

When a customer adds items to their cart but doesn’t check out, an automated email can remind them of what they’re missing and nudge them to finalize the order.

These emails are super effective because they tap into the customer’s existing interest. A gentle reminder, paired with a small incentive like free delivery or a discount, can be all it takes to turn an abandoned cart into a completed sale. 

You could say something like, "Forgot something? Come back and enjoy 10% off your order!". It works like a charm.

Turn one-time customers into regulars

My go-to method to turn one-time customers into regulars is to ensure you stay on top of mind by reminding them about your restaurant at the right time. This can easily be done through automating your email and text messages. 

Here are my tips to help you operate like an MBA-level marketer without spending a ton of time sending out messages:

12. Follow up with post-purchase emails

As I mentioned above, email marketing can help you get new customers, and it can also keep customers coming back with post-purchase emails. For example, you can set up email campaigns to automatically: 

• Send order confirmations with specific details on when they can expect to receive their meal.
• Thank them for purchasing and show them pictures of popular dishes to entice them further. 
• Enclose a discount or reward for their next purchase. 
• Send “you may also like” menu recommendations for their next visit. 

13. Reel customers back in with win-back emails

One of the best ways I’ve found to bring back customers who haven’t visited in a while is with automated win-back emails. These emails are designed to detect when a regular customer might be slipping away and send a timely, personalized message to reel them back in. A simple “We miss you!” paired with a special offer can be just the reminder they need to return.

What makes these emails so effective is the timing. The customer receives them when they’re most likely to need a reminder, making them more likely to click a button and place an order right then and there. 

No need for expensive ads or complex marketing campaigns—just a straightforward, cost-effective way to keep your customers engaged.

14. Incentivize spending with rewards programs

Turn customers into regulars by setting up a loyalty program. Loyalty programs are fantastic for boosting your restaurant’s sales by encouraging repeat business. These programs can help increase customer engagement, encourage repeat visits and get customers to spend a little more each time they stop by.

Loyalty programs aren’t just about bringing customers back—they keep them engaged. When people know they’re earning points or perks with every order, they’re much more likely to choose your restaurant over others. 

Before you know it, you’ve built a loyal base of regulars who keep coming back, helping you retain customers and increasing your sales.

To really make your loyalty program shine, I recommend integrating it into your website. This makes it super easy for customers to track their rewards and redeem them, whether they’re ordering online or dining in. The easier it is, the more likely they are to keep coming back and stay connected with your restaurant.

You can see in the example below that Somos Oaxaca features a popup on their website that promotes their loyalty program right away and gives customers an easy way to sign up.

15. Make ordering easy with a mobile app

If there’s one thing I’ve learned, it’s that ease is everything. That’s why having a mobile app is a game-changer for your restaurant. With a mobile app, customers can easily place orders quickly and from anywhere, whether they’re at home, at work or on the go.

The easier you make it for customers to order, the more likely they are to choose your restaurant over others. A mobile app puts your menu right at their fingertips, making it simple for them to browse, customize and pay—all in just a few taps. 

This level of convenience not only helps you increase your sales but also keeps customers coming back for more. And it could give you a competitive edge over restaurants that don’t have a mobile app. 

16. Stay top of mind with SMS 

Turning one-time customers into regulars with SMS marketing is all about building an instant connection, reminding customers of you and providing value that keeps them returning. It’s also excellent for driving awareness to areas of your website, like your ordering platform. 

Our friend Timirie Shimley from Doo-Dah Diner has seen a $3,000 monthly sales boost thanks to her targeted text campaigns. By directly informing customers about new specials, she’s outperformed social media in driving awareness and revenue.

Also, AI features can help you send personalized SMS messages that can quickly cross-promote items. I recommend using SMS to:

• Provide online order confirmations 
• Send out deals and promotions 
• Spread the word about new menu items or locations 
• Give personalized rewards and birthday treats 

Earn more from each order

Boosting your restaurant’s revenue doesn’t always mean you need to attract more customers. Sometimes, it’s all about increasing the average order value. By getting customers to spend a bit more each time they order, you can significantly increase your revenue without having to bring in additional foot traffic. It’s a smart, efficient way to grow your business.

Below are some effective strategies you can use to entice your customers to spend more:

17. Use upselling to encourage add-ons

Let's face it: Every extra dollar counts. But how do you convince customers to spend just a little more and boost your average check size? Enter the magic of upselling—it's one of the most powerful ways to increase your bottom line without needing a whole new menu or raising your prices by an unreasonable amount.

Think of it like the classic "Do you want fries with that?" tactic that McDonald's uses so effectively. It's all about pairing commonly purchased items. For example, suggest a refreshing drink to complement a spicy dish or a decadent dessert to complete a savory meal. 

Remember, you're aiming for low-cost, high-margin items that help boost your profit margins, like sides, desserts and drinks.

To execute this, you can manually add optional modifiers to your POS system or on your website. But, this can eat up your time, So, I would definitely recommend using a website builder like Owner.com to speed up the process. 

Our tool uses AI that integrates with your POS system to determine what customers frequently pair with their dishes and then automatically upsell them. 

18. Menu pricing and engineering

Knowing how to design your menu and price it can help you earn more from customers. It all starts with understanding your food cost calculation, which reveals exactly how much it costs to produce each dish. This number, along with your desired profit margin, should guide your pricing strategy.

But pricing isn't just about numbers; you should think about the psychology of sales, too. Here are some psychology-based tips for designing your menu:

• Use price anchoring: List a high-priced item first to make other items seem more affordable by comparison.
• Know the golden triangle: The areas customers are most likely to look at first are in the middle, then the top right and top left of the menu. Place your most profitable items in these spots.
• Use warm colors: Colors like red and yellow can stimulate appetite.
• Limit your options: Offering too many choices can overwhelm customers. Aim for around seven items in each category.
• Use premium pricing: People often associate higher prices with better quality.
• Design for readability: A simple, easy-to-read menu is less likely to overwhelm customers.

These ideas have a lot of potential, but they’re more effective as part of a strong overall menu design strategy.

Strategic menu design can nudge customers towards your most profitable items. Here's what to do:

• Feature your best sellers: Highlighting your most popular dishes (which likely have a good profit margin due to high demand and potentially lower food cost) entices customers and boosts your bottom line.
• Highlight seasonal items: Feature limited-time seasonal items to keep your menu fresh and exciting. This can create a sense of urgency and encourage customers to try something new before it's gone. Plus, seasonal ingredients can sometimes be more affordable, allowing you to maintain a healthy profit margin.
• Give limited-time offers: Limited-time deals and promotions can spark customer interest and generate a buzz. Just be sure to factor in your food cost when designing these specials to ensure they remain profitable. 

19. Market to VIPs

Your most valuable customers—your VIPs—are the ones who consistently spend big bucks. They’re the lifeblood of your business. While a standard loyalty program can be effective, it often doesn’t fully capture the potential of these high-spending patrons.

I’ve learned that typically, only a small percentage of your customer base (around 2-3%) qualifies as VIPs. It’s crucial to identify who these customers are so you know how to target them with exclusive perks. Here are some of my top ways to market to VIPs: 

• Offer special combo deals tailored to their spending habits—since they're likely to order multiple items, discounting a bundle of high-ticket items can be a win-win. 
• Reward customers for bringing in new business by offering referral discounts or incentives. 
• Ask for feedback and encourage word-of-mouth marketing to expand your customer base.

20. Focus on marketing high-margin items

Your menu is full of delicious options, but some dishes are real money-makers. These are the stars you want to shine a spotlight on! Give 'em a little extra love with amazing descriptions and mouth-watering photos. Create some buzz around them with limited-time offers or deals. And don't be shy about suggesting them alongside other profitable items. Trust me, your wallet will thank you.

Remember, it's not just about selling more of these items—it's about increasing their perceived value. Use suggestive selling techniques to encourage customers to try them or pair them with other high-margin items. For example, suggest a specific wine or craft beer that compliments your most profitable dish.

21. Minimum order requirements

Another thing I like to recommend is setting minimum order requirements with incentives to help get customers to spend more. You can set spending requirements that grant customers perks like discounts, free delivery or a complimentary side. 

Our data shows that offering something like “$7 off orders over $30” is the sweet spot for a lot of restaurants, especially casual and quick-service spots. Of course, it’s not a one-size-fits-all approach, but it’s a solid starting point.

Our friends over at The Modern Vegan offer their guests a discount on Sundays when they spend $65: 

This strategy doesn’t just boost your average check size; it can also help with managing delivery costs. To make it even more tempting, consider offering a small discount for orders that meet the minimum. Think along the lines of "Spend $35 to unlock free delivery access!" or "Order an extra-large pizza and snag a free side.

Manage your restaurant’s brand and reputation

Staying on top of your restaurant’s brand and reputation is important for a number of reasons, like building trust, setting yourself apart from competitors and giving you more visibility. I’ll cover important ways to do this below:  

22. Respond to and request reviews

One of the most important ways to manage your restaurant’s public image is by leveraging your customers' reviews. First off, you should always respond to customers’ reviews and address concerns or thank them for a kind message. 

Engaging with customers can turn a neutral or negative experience into a positive one, potentially retaining customers who might otherwise have been lost.

Prospective diners often read reviews before deciding where to eat (57% of diners, in fact), and seeing thoughtful responses can make your establishment appear more attentive and caring—and could also make you stand out from other restaurants that don’t bother to follow up with their customers. 

But what can you do if you don’t have enough reviews in the first place? Request them, and encourage it further with incentives. Here are some of the easiest ways to do this: 

• Send out SMS text messages after a customer has ordered or dined with you and ask if they’d like to leave a review. If they do, give them a discount on their next order so they’re more tempted to do so.  
• Include a quick message at the bottom of customer receipts asking to leave a review. You could also add a QR code that directs them to your Yelp or Google Business Profile review page. 
• Send out email blasts that offer a discount for a review. 

And then, once you have reviews rolling in, you can share positive ones on your website—it’s like free advertising and great word of mouth from customers who’ve visited your restaurant. It also helps build credibility for your restaurant.  

23. Highlight seasonal promotions

Seasonal events are a great way to draw people out looking for something fun to do. By sending out targeted emails and promotions, you can make your restaurant the perfect solution for their plans.

For example, let’s say you’re gearing up for the Super Bowl. You can send out a series of emails: One before the big day, one on the day itself and a follow-up afterward.

To help attract guests, you can offer special event-themed dishes or a unique menu. You could even add a discount to sweeten the deal and encourage higher spending or to draw in big groups.

While this campaign is solid, here’s how I’d amp it up:

• Run an in-person contest: Events are all about community, right? Themed contests are a fantastic way to stand out among the sea of similar promotions happening that day. For example, you could let guests predict the score on the Super Bowl. The winner gets a free meal or steep discounts.
• Reward your regulars with points: Reward bonuses are awesome for getting regulars through the door and creating some initial buzz. Regulars tend to order a lot and bring friends along. So, offering double points during the event is a great bargain to get them to show up.
• Run last-minute promotions: Plans can change last minute; we've all been there. In my experience, last-minute deals work especially well for events where guests go out. “Super Bowl party rained out? Come join us in the next hour for half-off nachos.”

Great local spots almost always have a few event experiences to look forward to each year. So, make these events show up in your community and in customers’ inboxes. 

24. Keep your listing updated 

Keep your information up to date always. Nothing will spark a bad review quicker than if a customer shows up to a closed restaurant that was marked as open online.

Changed phone numbers? Update ASAP. Now closed on Mondays? Update. Did your lunch and dinner hours change? Update that as well. 

Make sure your profile on sites like Google Business Profile, Yelp and social media platforms reflect the freshest and most accurate information. It's not only key for your customers to be able to find you, but it also can keep your reputation in a positive light. 

Below are some things I recommend you add to your Google Business Profile: 

25. Collaborate with food bloggers and influencers  

Collaborating with food bloggers and influencers can do wonders for our restaurant's brand and reputation. First, I suggest you find influencers and bloggers whose style and audience vibe with our brand, especially those with a strong local presence. 

With these partnerships, you can create awesome collaborations like exclusive tasting events, sponsored posts and fun giveaways or contests. In exchange, you can provide them with a free meal or discount for their services. 

Plus, they’re likely to share these collaborations on their social media platforms, which means more eyes on your restaurant!  

26. Sponsor local events 

Supporting your community by sponsoring local events, festivals or sports teams is a fantastic way to boost your restaurant's visibility and reach a broader audience. By getting involved, you not only show that you care about local happenings but also increase your brand's exposure.

Plus, it’s a great opportunity to get your name on event materials and gain additional promotion through local media and social channels, like sponsoring a local food event at a farmers market.

27. Create recurring promotions

Consider creating recurring promotions for your customers—these are a weekly or monthly special that celebrates your flagship menu items.

Talkin’ Tacos does this well. They automatically email guests every Tuesday afternoon to remind them about Taco Tuesday. This is a promotion where they offer 20% off tacos and taco meals.

This reminder email covers all the key dishes and highlights the savings guests get by ordering directly from our website and app. To snag the discount, they have to order through those channels. This strategy pulls in over $500 every Tuesday, and I’ll tell you why it’s so effective:

• Gets guests to order directly: The Talkin’ Tacos promotion is only available on our website and app, not on DoorDash. I’d definitely recommend doing the same for your restaurant. 
• Helps keep guests engaged: Regular promotions get more engagement than random specials guests aren’t anticipating. Regular specials become part of guests’ routines, like a Taco Tuesday lunch break with co-workers.
• Creates local buzz: Regular specials can also take on a life of their own outside of emails. Most local spots I know get a huge chunk of the neighborhood to show up for the famous specials.
• Gives you a reason to stay in touch: A recurring special gives you a solid reason to market to and message guests every single week, keeping you on their radar. 

28. Try pop-up locations

Creating buzz can be as simple as popping up in unexpected places. Consider setting up a temporary location or hosting a special event in a unique spot to generate excitement. You could do something like offering a limited-time menu or hosting an exclusive event that draws attention and gets people talking about your restaurant.

If your restaurant is famous for its desserts, try a pop-up bakery event at a local market. You could also try a food truck to help gain customers in more areas outside of your main location(s), as Dos Gringos Mexican Kitchen does. 

Take your restaurant to the next level with these marketing ideas

Restaurant marketing is part coming up with ideas, and part experimenting. The right way to approach this list is to lean into your biggest marketing problem or opportunity, test a few ideas, and measure results.

If they work? Do even more of what's working! And if it's not working, then look for new ideas to try. That way you won't overwhelm yourself.

Owner can help you set up a high-converting website that ranks high on Google. If that sounds good, schedule a free demo with our team and we'll see how we can partner up.