A No-BS Guide to Restaurant Digital Marketing

You're a restaurant owner, not a marketing guru. Your day is a blur of managing inventory, scheduling staff, putting out fires (sometimes literally), and making sure every plate that leaves your kitchen is perfect. The last thing you have time for is a meeting about "synergizing your digital assets."

But what if having a real strategy could actually save you time, reduce your stress, and make you more money?

Let's cut the crap and talk about what a digital marketing strategy actually is and why you need one.

Strategy Isn't Just "Doing Stuff" Online

Let’s be honest. You’re probably already “doing stuff” online. You post a picture of the daily special on Instagram. You boost a Facebook post when you have a slow night. You have a website (somewhere). You think that’s your strategy.

That’s not a strategy. That’s a to-do list.

Without a plan, you're just throwing spaghetti at a wall and hoping it sticks. You’re busy, but you’re not being effective. You're guessing.

So, what the F@*& is a real strategy? It's the why and the how behind your actions. It’s a simple roadmap that ensures every single thing you do online is pushing you toward a specific, measurable goal.

The Core Ingredients of a Real Strategy (The F.A.C.T.s)

To make it simple, let's break it down into four key parts.

F - Find Your People (Audience)

Who are you actually trying to get into your restaurant? You can't be everything to everyone. The more specific you are, the more effective your marketing will be. Are you trying to reach:

• Young professionals looking for a happy hour spot?

• Families who need a kid-friendly dinner option on a Tuesday?

• Serious foodies hunting for the next great culinary experience?

These are three wildly different groups who hang out in different online spaces and care about different things. Figure out exactly who you’re talking to.

A - Articulate Your Goals (Objectives)

"I want more customers" is not a goal; it's a wish. A real goal is something you can measure and put on a calendar. Your goals dictate your actions. For example:

• "Increase online reservations by 20% in the next quarter."

• "Boost catering inquiries through our website by 15% before the holiday season."

• "Grow our email list by 200 subscribers in 60 days."

See the difference? Now you know what you're aiming for.

C - Choose Your Channels (Platforms)

Based on your audience and goals, where should you spend your limited time and money? Don't just be everywhere. Be where it counts.

• Google Business Profile: This is your digital front door. It’s the non-negotiable king of local search. When someone Googles "pizza near me," this is what they see. Optimize it. Cherish it. Keep it updated with hours, photos, and reviews.

• Instagram/TikTok: Is your food a work of art? Is your vibe immaculate? If your audience is younger and you can create compelling visuals, this is your playground.

• Facebook: Still a powerhouse for building a local community. It’s perfect for promoting events, sharing updates, and running highly targeted ads to people in your neighborhood.

• Email Marketing: This is your secret weapon. Social media is like renting an apartment; email is a house you own. It's the best tool on earth for turning a first-time visitor into a loyal, repeat customer.

T - Tell Your Story (Content)

This is the fun part—what you actually post. But even this needs a plan. Stop just posting blurry pictures of your lunch special five minutes before service.

Use the 80/20 rule: 80% of your content should give value, and only 20% should sell. The 80% is the stuff that builds a connection: behind-the-scenes videos, introducing your star bartender, sharing a simplified recipe, talking about the local farm where you get your produce. The other 20% is for your direct sales pitch: "Book your table now!" or "Try our new seasonal cocktail!"

Putting It All Together: The "Strategy" Sandwich

Let's see what this looks like in the real world.

Goal: Increase weeknight dinner reservations by 25%. Audience: Busy professionals and couples aged 30-55. Channels: We'll reach them on Facebook, Instagram, and through email. Content: We'll run targeted ads showcasing our relaxing atmosphere with a "You Deserve a Break" theme. Our posts will feature high-quality photos and videos of our best-selling entrees and wine pairings. We'll send an email to our subscriber list with an exclusive "Weekday Unwind" offer for a complimentary appetizer with any two entrees, valid Monday-Thursday. Measurement: We will track the number of reservations made through our online booking system and specifically count how many times the email offer code is redeemed.

That’s a strategy. It's clear, actionable, and measurable.

Stop Guessing, Start Strategizing

A digital marketing strategy isn't some mythical, time-consuming beast. It's a practical tool that turns random online activity into predictable, profitable results. It brings focus to your efforts and clarity to your results.

Take one hour this week—just one—to think through these F.A.C.T.s for your restaurant. It will be the most productive marketing hour you’ve ever spent.

What's the first step you’re going to take to build your strategy?

Do you want help thinking through your Restaurants Digital Strategy? Shoot me an email and I'll help you figure it out.

Michael@restaurantrebellion.com