Restaurant marketing should drive repeat visits, not just first visits. Keep the Google profile and website menu accurate, post photos of new dishes, run a monthly reason to return (a special, a seasonal menu, a themed night), and grow a list of regulars who want to hear about it. Measure covers and average check by day so you know which nights need help.
Ideas by goal
| Goal | Idea |
|---|---|
| Fill slow nights | Weeknight special posted on the website and social |
| Grow lunch | Office catering menu emailed to nearby businesses |
| Bring regulars back | Seasonal menu launch announcement |
| Raise average check | Paired dishes or set menus |
Keep it consistent
Every channel should show the same hours and menu. One wrong holiday hour posted on Google can cost a full night of guests and several angry reviews.
Building a regulars list
Collect emails or texts with permission at the table, on receipts or through your reservation system, and send something useful once or twice a month: a seasonal menu, a chef's special, a holiday hours update. Keep messages short and relevant to the neighborhood. A list of a few hundred real regulars can fill a slow Tuesday more reliably than any ad.
Twelve-month calendar
| Month | Theme | Main channel |
|---|---|---|
| January | Healthy menu options | Website and social |
| February | Valentine's reservations | Booking push |
| March | Spring menu preview | Email list |
| April | Patio opening | Google post |
| May | Mother's Day brunch | Reservations |
| June | Graduation parties | Private dining |
| July | Summer specials | Social |
| August | Back-to-school family deals | |
| September | Fall menu | Website |
| October | Event nights | Calendar |
| November | Holiday party bookings | Private events page |
| December | Gift cards | Website banner |
Measuring what works
| Channel | Track |
|---|---|
| Google profile | Calls, direction requests, menu views |
| Website | Reservations and orders |
| Email list | Bookings from campaigns |
| Events | Covers on event nights |
| Partners | Catering referrals |
Email and SMS
A simple email list of regulars works well for new menus, special events and holiday reservations. Collect emails with permission through reservations, ordering and a sign-up form.
Sample email
"Our fall menu starts Thursday: butternut squash ravioli, braised short rib and apple crostata. Reserve your table now."
Where to spend the first marketing hours
A new restaurant's first marketing hours belong to accuracy: menu, hours, reservation and ordering links correct on the website, Google and every delivery platform. Then the neighborhood: introduce yourself to nearby businesses, hotels and residents, and invite them to soft openings. Then content: photos of signature dishes and the room, refreshed each season. Only after those are solid does paid advertising make sense, and even then, track covers or orders from each campaign before spending more.
Channels
- Google Business Profile with menu and photos
- Website menu kept current
- Email or text list for specials
- Social posts of dishes and events
- Local partnerships and catering outreach
Free tools
Common questions
Is Instagram enough for a restaurant?
It helps discovery, but the website and Google profile answer the practical questions that decide a visit.
Should I run delivery app promotions?
Only if the promotion still makes money after commission.
What should I track?
Covers, average check, and how guests heard about you.
See how your website can present real work and make contacting you easier
Photos of real jobs, clear services and one-tap calling or a short form turn the visitors you earn from Google and reviews into customers.
See local business websites