Whether you’re opening your first spot or managing several, knowing how to do marketing for restaurants isn’t just about catchy ads or Instagram posts. It’s about knowing what data to track – and how to act on it – for where you are in your growth journey.
While time and resources are in short supply for restaurant operators and chefs, the right marketing approach moves you from being reactive to proactive, and from surviving to thriving.
This blog breaks it down and guides you on making the most of the resources you put into your marketing efforts.
For new restaurants just getting started, you’re not exactly working with a giant pool of data revealing what moves to make. Likewise, a common challenge is that time and budget are often limited – operators and chefs are too busy running the business to do much marketing.
The goal when you’re starting out is to build early momentum. Early stage marketing is more than just tracking costs and sales. Start collecting basic customer data like reviews and social media activity. There are simple, free tools and tactics to help.
To start:
Early on, I recommended that you skip purchasing expensive platforms like advanced CRM (customer relationship management) systems, paid ad managers, or analytical tools. Instead, use your POS (point of sale) system to gather customer data like visit frequency, what menu items are popular, and the average spend.
These small steps create the foundation for later efforts, such as email marketing with segmentation – sending targeted emails to specific groups of customers based on their behavior. If you target groups like frequent diners or first-timers, your messages are relevant and effective.
If you’re ready to get hyper-focused, there are social platforms like Sprout Social and Neighbourhood Networks to make managing the social promotional side of your restaurant much easier.
After the honeymoon period fades (which could be weeks to a few months), most restaurants see a natural dip in business. That’s when many operators start exploring paid marketing to prompt customers to return and reach new audiences.
The risk now is throwing money at tools disconnected from one another or tools that require too much manual effort to make meaning out of the data.
At this stage, your top three priorities are to:
When adding new tools, the main goal is to avoid data silos – separate batches of data stored so you can’t see how different actions affect each other. So make sure you choose platforms that integrate well with each other.
You also want tools with user-friendly dashboards that present clear, actionable data, so you’re never overwhelmed by numbers and can take action with just a click or two.
When your restaurant grows to multiple locations, marketing becomes more complex, especially when the platforms previously supporting restaurant marketing efforts don’t evolve alongside this growth.
Some common marketing challenges for restaurants at this expansion stage include no shared dashboard for performance metrics, fragmented or old tech that simply doesn't integrate, and inconsistent brand voice across locations.
At this point, you’ll want to review your tech stack to make sure you’re using what’s there. If you’re not, see if it’s useful — or just get rid of it.
Marketing for restaurants at this stage requires scalable tools. Look for platforms that provide:
These are marketing keys to driving sustained growth for your restaurants. At this point in the evolution of your business, you may have all the tools in the world, but they have to be integrated and speak to one another.
Even well-established restaurants can hit a wall. Maybe sales are steady, but growth has stalled. That’s often a sign of hidden inefficiencies, and the best way to spot them is by digging into your data.
At this level, marketing isn’t just about promotions – it’s about strategic decisions based on customer data. If you’ve got an all-in-one POS system like Toast, you can use the information it provides to create a growth plan that covers everything from staffing to expansion.
Forward-thinking restaurant owners use data to make bold, confident decisions. That might mean opening a new location, trying a new concept, or revamping the brand.
What data do you need for this?
With insights like these, you’re turning data into a clear vision to spot new opportunities and take calculated risks.
The restaurant industry doesn’t need more data – it needs to make better use of the data that’s already available. Whether you’re in your first year or managing ten locations, the path to smarter marketing for restaurants starts with the following question:
What do we already know, and what action can we take today?
If you’re wondering how to do marketing for restaurants at any stage, remember that with the right tools, systems, and mindset, data should be your guide, not just your scoreboard. Schedule your consultation today so we can review your current marketing needs and point you to the tools that are right for your stage of growth.