If you're running a restaurant, you probably know that having great food just isn't enough anymore. In a competitive industry, it’s your marketing that can make or break your business. A well‑thought‑out marketing plan is your roadmap, helping you attract diners, keep them coming back, and grow your reputation.
But how do you actually create a restaurant marketing plan that works?
Let’s break it down step by step.
Step 1: Define Your Goals
Before you touch a single ad or social post, be clear on what you're trying to achieve.
Is your goal to:
- Increase weekday lunchtime traffic?
- Drive more private hire bookings?
- Launch a new menu or location?
- Build up your Google reviews?
Set clear, measurable goals. "Increase bookings by 20% over 3 months" is a lot more useful than "get more customers."
Step 2: Know Your Audience
Who are you actually trying to attract?
You might already have a rough idea, but take the time to really define it. Think about:
- Age range
- Local vs tourist
- Weekday regulars vs weekend diners
- What platforms they’re on (Instagram, TikTok, Google search, etc.)
Knowing your ideal customer means you can market to them, not just shout into the void.
Step 3: Nail Your Brand Positioning and Brand Identity
This is the bit most restaurants skip – and it's a big mistake.
Ask yourself:
- What makes you different from nearby competitors?
- What vibe are you giving off? Trendy? Family‑friendly? Upscale?
- What’s your story?
Your brand isn't just your logo. It’s the tone of your captions, the kind of photos you post, your website copy, your interiors – all of it should feel consistent.
Step 4: Audit What You’ve Got
Before you add more to your plate, assess your current setup:
- Is your Google Business Profile up to date?
- Are your website and booking system working properly on mobile?
- Do you have active social media accounts with decent visuals?
- Are you responding to reviews and DMs?
Start with what’s already in place. Small fixes here can have a big impact.
Step 5: Choose the Right Channels
Not every platform is worth your time. Here’s a quick cheat sheet:
Step 6: Map Out Restaurant Marketing Strategies and a Content Plan
This is where most plans fall apart – not because they’re bad ideas, but because no one actually executes them consistently.
Using a marketing calendar is essential for organizing your marketing activities, such as scheduling social media posts, planning marketing messages, and ensuring all campaigns are executed on time.
Create a monthly calendar and plan:
- 2–5 social posts per week
- Google posts or GMB updates
- Stories or Reels
- Email campaigns (if relevant)
- User-generated content campaigns, such as contests or review requests
- Events you plan to host, like community gatherings or special promotions
Think seasonal. Think offers. Think behind‑the‑scenes. It doesn’t all need to be polished — but it does need to go out regularly.
Step 7: Set Your Budget
Your time has value, and so does your money. Decide early:
- Are you handling things in‑house?
- Do you need a content shoot?
- Will you run paid ads (and if so, how much per month)?
Even £500–£1,000/month in the right channels (Google or Meta ads, for example) can bring serious returns if it’s tracked properly.
Step 8: Track and Tweak
A good plan is useless without tracking. Set up:
- Google Analytics
- Booking platform tracking (e.g. OpenTable, SevenRooms)
- UTM links for social and ads
- Monthly reporting – not just likes and views, but covers and spend
Look at what’s working and be ready to pivot. Marketing is never “set and forget.”
Final Thoughts
Creating a restaurant marketing plan isn’t just a box‑ticking exercise – it’s how you take control of your growth. Whether you're a cosy café or a buzzing brunch spot, having a plan keeps your marketing focused and your results trackable.
And if it all feels like a lot – that’s what agencies like ours are here for 😉
Need help building your restaurant’s marketing plan?
Drop us a message here – we’re happy to chat.
