Most people love to know about the small hidden gem with the best food in town. But as small restaurant owners, it’s not always in your best financial interest to stay entirely so secret!
The good news is, you don’t have to be a big name in the food industry to get yourself on the map in your area. From targeting locals to passersby through town, we have nine foolproof strategies to help you market your restaurant to the masses.
From driving more foot traffic through your doors to enhancing your digital footprint, we’ve put together nine actionable marketing strategies for your small restaurant.
Nextdoor is a popular neighborhood-specific app that enables nearby residents to interact with each other, local public agencies, and businesses. To access your neighborhood’s community hub, you’ll verify your address and set up a free Business Page. Once your restaurant is registered, you can:
Photo Credit: Hootsuite
There are many reasons why investing in a photographer, or a high-quality camera can benefit your restaurant. For starters, if you’re looking to upsell your customers, restaurants that switched from text menus to photo-based menus have demonstrated an average increase of 25% in their sales!
On social media, your photo quality also has a tremendous influence. 82% of people would buy a dish just because of how it looks in the picture, regardless of whether they wanted it in the first place!
Investing in a DSLR camera can ensure your feed stays mouthwatering enough to drive customers through the door with every post.
Weekly SMS specials are a fun way to spice up your restaurant’s usual routines. They can even become something your customers look forward to hearing about if they’re shared regularly!
Text messages are the perfect vehicle to share your restaurant’s weekly updates for a few reasons:
For the popular franchise Main Squeeze Juice Company, sending weekly text messages with specials was the primary marketing method to drive traffic through their doors.
If your restaurant hasn’t offered takeout services in the past, you may need to incentivize your dine-in customers to give it a try. An easy way to do this is to offer a special only available for pickup.
Other unique ideas include meal kit services, family meal bundles, or grocery items! A deli in Charlotte, NC even offered a free roll of toilet paper with each order during the nationwide shortages in early 2020!
This exclusivity will set your curbside experience apart for existing customers and also inspire curiosity among new patrons.
If your eatery is more of a hometown-heavy operation, you may want to prioritize community visibility over digital. A great way to get your name out there is to sponsor local sports teams, organizations, fundraisers, or events! Get your name and logo on jerseys, playbills, and other community-building resources.
Not only does this do more good in your community than placing an ad in the local paper, it also tends to come with some exclusivity. For example, the little league may only offer sponsorship to one group per industry, which can edge you out against the local competition.
If you don’t have the budget for a sponsorship, you can always create a special around local sports games. For example, if your town has a hockey team, say for every goal the home team scores, take a dollar or two off a menu item on game days!
Photo Credit: Watchung Little League
User-generated content refers to any content (photos, videos, blogs, testimonials, etc.) that has been created and published by unpaid contributors, aka your customers! Not only does UGC provide you with free marketing material, but it’s also worth its weight in gold in the court of public opinion.
Turning customers into spokespeople can take a bit of gentle nudging. But in the restaurant industry, there are more than a few ways to get started.
A recent survey of 6,000 diners by OpenTable found that before eating at a restaurant:
Google dominates the local restaurant search on these topics, so it’s crucial you keep your business profile up to date and optimized if you want your spot discovered by curious potential patrons.
This begins with claiming your business on Google (they have a step-by-step for that here) and adding all the essential information:
Big brands like Starbucks, McDonald’s, and In-N-Out Burger introduced the concept of secret menu items into the dining world. A secret menu is exactly what it sounds like, an order option not listed publicly, but instead spread around by word of mouth.
Besides providing mystery and exclusivity, secret menu items are excellent at bringing people in your doors. For restaurants whose profit margins are being squeezed by food delivery apps, something like this could be what you need to keep your orders in-house.
Photo Credit: Awesome Inventions
Last but not least is the tried and true Instagram giveaway. We’ve already shared a few tools to help you level up your social media presence, but without a following, it lacks impact! Hands down, one of the fastest ways to start generating buzz on social media is through contests.
Instagram accounts that hold contests can achieve 70% faster follower growth compared to those that don’t hold contests. Additionally, posts related to Instagram contests tend to earn roughly 64x more comments and 3.5x more likes when compared to ‘normal’ content.
Hosting a giveaway only takes a few simple steps:
💡SimpleTexting Tip: To save time, you could also set up a text-to-win keyword and instruct folks on your post to text it to win! With this method, you’ll not only collect contact information for future marketing campaigns, but our software will automatically pick a winner for you saving you countless hours of manual data input.
If the last few years have brought anything to light, it’s that restaurants face a myriad of challenges each day. But with our help, we hope marketing won’t be one of them. And remember, if all else fails, this guy is always an option to put your spot on the map.
Learn how one restaurant uses text marketing to respond to downtimes and bring in customers immediately.Read