You can have the best food in town… but if people don’t know you exist, it doesn’t matter.

That’s the harsh truth that’s showing up in the 2025 “Voice of the Restaurant Industry” report from Toast. Restaurants everywhere are saying the same thing — they’re working harder than ever just to get noticed.

Let’s break down what that really means for you and your restaurant.

The Game Has Changed

The report showed that nearly 70% of restaurant operators are struggling to keep traffic steady. Not because people stopped eating out — but because the ways guests find restaurants have changed.

People aren’t walking down Main Street or flipping through local papers anymore. They’re searching online, reading reviews, scrolling through Instagram, and trusting what pops up first on Google.

That means your marketing can’t be an afterthought anymore. It’s part of running your business.

What “Marketing” Really Means for Restaurants

When most owners hear “marketing,” they picture ads, social media posts, or some big fancy campaign. But effective marketing isn’t about hype — it’s about connection.

It’s how you stay top of mind with guests so they choose you when they’re hungry.

It’s how you turn first-time visitors into regulars.

It’s how you keep your tables full when everyone else is quiet.

Here’s what smart, modern marketing looks like for restaurants today:

• A solid website that shows off your menu, hours, and photos — and makes it easy to contact or order.

• Email and text marketing to stay in touch with your best guests and bring them back.

• Social media that tells your story, not just your specials.

• Google Business and review management to help new guests find and trust you online.

You don’t need a huge budget — you just need consistency.

The Data Doesn’t Lie

According to the Toast survey:

• 1 in 3 restaurant owners said they plan to spend more on marketing this year.

• Those who track their marketing results were 2x more likely to report sales growth.

• Restaurants that use online tools (like email, text, and online ordering links) saw higher repeat traffic than those relying only on walk-ins.

That’s not luck — that’s strategy.

How to Do It Without Losing Your Mind

You don’t have to become a full-time marketer to market effectively.

You just need a few simple systems that keep things running in the background:

1. Collect guest emails and phone numbers through your website, WiFi, or table QR codes.

2. Send one email or text per week — promote your specials, remind them to order, share something fun behind the scenes.

3. Ask for reviews every time someone orders online or picks up.

4. Keep your Google and social pages up to date.

Small steps add up fast — especially when your competitors are still hoping word of mouth will be enough.

The Bottom Line

You already know how to run a restaurant. Marketing is just how you make sure people see it.

And in 2025, the restaurants that win aren’t just the ones serving great food — they’re the ones that know how to get found.

So if you’ve been putting marketing off, now’s the time to make it part of your daily rhythm — just like checking the line or tasting the soup.

Because the more people who know about your food, the more seats you’ll fill.

And that’s what keeps the doors open.