Stop Shooting from the Hip: The Digital Marketing Playbook That Works for Restaurants
Tired of posting on social media and running promotions that don’t bring in customers? This blog post breaks down a proven digital marketing playbook that helps restaurant owners like you attract more guests, increase sales, and take control of their digital brand.
The restaurant industry is brutally competitive, and in today’s digital world, having great food and service isn’t enough.
To attract more customers, boost online orders, and increase reservations, you need a digital marketing strategy that works.
The good news for you is that most independent restaurants don’t know crap about digital marketing, so by picking up a few basic skills, you can stand out online and grow your sales and bottom line.
This guide covers the basics of digital marketing for restaurants. The nuts and bolts include website optimization, basic SEO, social media marketing, paid ads, email campaigns, and online reputation management.
it isn't really all that complicated, but if done well and consistently it will become a powerful lever to grow your sales. Let’s get started by creating a strong online brand with your website
Create a Professional, Mobile-Friendly Website
Your website is your digital storefront and should be easy to navigate. Essential features include:
▶High-quality images of your food and restaurant
▶An updated menu with pricing
▶Online reservations & ordering options
▶Contact details & location (with Google Maps integration)
▶Customer reviews & testimonials
Pro Tip: If you don’t have a website, use platforms like Hostinger, Wix, or Squarespace to build one easily.
Optimize for Local SEO
When people search for “best pizza near me,” you want your restaurant to show up first. To improve your search rankings:
▶Use local keywords (e.g., “best Italian restaurant in Chicago”) on your website.
▶Claim and optimize your Google My Business (GMB) profile.
▶Claim and optimize your listings on Yelp and TripAdvisor.
▶Add location-based keywords in meta descriptions and alt tags.
Pro Tip: Encourage happy customers to leave Google reviews—this boosts your local SEO rankings.
Social Media Marketing
Instagram: The Ultimate Food Marketing Tool
▶Post high-quality food photos to entice customers.
▶Share behind-the-scenes content (chef’s specials, kitchen prep).
▶Run contests & giveaways (e.g., “Tag a friend to win a free dessert!”)
▶Use location tags & hashtags (e.g., #BestBurgerNYC, #Foodie).
Facebook: Engage with Your Local Audience
▶Create events for special promotions, brunches, and happy hours.
▶Encourage check-ins & reviews to increase visibility.
▶Run Facebook Ads targeting nearby customers.
Reels: Short form Videos
▶Use on Facebook and Instagram.
▶Showcase cooking videos, unique recipes, and customer reactions.
▶Participate in trending food challenges to reach a larger audience.
▶Feature staff spotlights and daily specials.
Pro Tip: Post regularly—3-5 times per week—to stay top-of-mind.
Reputation Management
People trust online reviews as much as personal recommendations. Here’s how to manage your reputation:
▶Ask for reviews from happy customers on Google, Yelp, and Facebook.
▶Respond professionally to negative reviews—apologize, offer solutions, and invite them back.
▶Showcase 5-star reviews on your website and social media.
Pro Tip: Use a tool like Google Alerts, Meta Business Suite, and Yelp for Business to monitor mentions of your restaurant online.
Email Marketing
Email marketing is a great way to retain customers and increase repeat visits. Here’s how:
▶Build an Email List – Offer a discount or a free app or cocktail in exchange for sign-ups.
▶Send Exclusive Offers – Announce happy hours, discounts, and holiday offers.
▶Automate Birthday and Anniversary Emails – Offer a free dessert or drink.
▶Share News, Features and Events – Keep customers engaged with your brand.
Pro Tip: Use email platforms like Mail Chimp or ConvertKit for automation.
Paid Advertising
Google Ads
▶ Google Search Ads to target “best restaurants near me” searches.
▶Run Google Display Ads with professional images and copy.
Facebook & Instagram Ads
▶Target local customers with limited-time offers.
▶Use retargeting ads to reach people who visited your website but didn’t order.
Influencer Marketing
▶Partner with local food bloggers & influencers for restaurant shoutouts.
▶Offer free meals in exchange for reviews on their blog and social media.
Pro Tip: Micro-influencers (1K-10K followers) have high engagement and are more cost-effective.
Online Ordering & Delivery
With the rise of online food orders, ensure your restaurant is delivery-friendly:
▶Partner with UberEats, DoorDash, or Grubhub.
▶Promote direct online ordering on your website, social and email (to avoid high commission fees).
▶Create exclusive online-only deals to drive traffic.
Pro Tip: Use QR codes at tables to direct customers to your online menu so its easy to find when they order take out.
Loyalty Programs & Special Promotions
Limited-Time Offers
▶Happy Hour menu – Promote these on social media & GMB.
▶Theme Nights – Taco Tuesdays, Sushi Sundays, or Wine Wednesdays.
▶Flash Sales – “Get 20% off online orders today only!”
▶Host an email subscriber only "party" once a month with discounted drinks and food.
Digital Loyalty Programs
▶Offer a free meal after 10 visits or points-based rewards.
▶Use apps like Belly, FiveStars, or Toast to automate loyalty rewards.
Pro Tip: Digital rewards boost repeat visits more than paper punch cards.
Track Your Marketing Success
▶Google Analytics Track website traffic & online orders.
▶Facebook & Instagram Insights – See what content drives engagement.
▶Google My Business Analytics – Monitor customer actions like calls & clicks.
Pro Tip: Use A/B tests on different ads and promotions to see what works best.
Final Thoughts
Now that you know what a basic digital strategy looks like, take some time every week to build a plan to attract more diners, increase online orders, and grow your restaurant business.
If you are ready to take your restaurant to the next level, but need more specifics, check out RestaurantRebellion.com to learn how we can help you build a digital strategy that will put butts in your seats and grow your online ordering.
