I enjoy food, and I also happen to be in the industry, assisting businesses in retail and hospitality. So, naturally, I’m interested in restaurant business operations and marketing.
Based on my observations and conversations with food and beverage operators, I’ve compiled a list of 11 restaurant marketing mistakes that can prevent you from maximizing profit.
The restaurant industry is highly competitive, where every penny counts. Why not make the most of it by avoiding these mistakes?
Let’s begin.
1. No Marketing Plan
A good marketing plan is the foundation of any successful business, and restaurants are no exception.
Many operators overlook this crucial element, either not having a plan at all or not sticking to one.
Your marketing plan should outline your goals, target audience, and strategies for reaching that audience.
Without a plan, your marketing efforts can be scattered and ineffective.
Action Steps
- Take the time to create a comprehensive restaurant marketing plan that includes both short-term and long-term goals.
- Plan your promotions, social media campaigns, and online advertising.
- This not only helps you stay organized but also ensures you’re consistently putting your restaurant in front of potential customers.
2. No Website or Poor Website Design
In today’s digital age, not having a website is one of the biggest mistakes you can make.
Your website is your online storefront, and without one, potential customers might not even know you exist.
Worse yet, if your website is poorly designed, not optimized for mobile, or doesn’t allow customers to order online, you’re leaving money on the table.
A well-optimized, mobile-friendly website is essential.
Make sure it’s easy to navigate, offers the ability to order online, and includes SEO to help you appear in local search results.
This is a simple yet effective way to attract more customers and increase revenue.
Action Steps
- Build or upgrade your website to be mobile-friendly and user-friendly.
- Optimize your website for SEO with relevant keywords and local search terms.
- Ensure your website allows online ordering and includes updated menus.
3. Overreliance on Marketplaces (UberEats, Grubhub)
While food delivery apps like UberEats and DoorDash offer convenience and exposure, over relying on them can be detrimental to your profit margins. These platforms charge high commission fees that eat into your profits.
There’s nothing wrong with using them, but if you rely solely on third-party platforms for orders, you’re losing control over customer data and brand experience.
Diversify your marketing efforts by promoting direct online orders through your website or app.
Offering incentives like discounts or free delivery can encourage customers to order directly, helping you retain more of your revenue.
Action Steps
- Encourage direct online orders by offering exclusive discounts or free delivery.
- Promote your own delivery service to minimize third-party commissions.
- Use customer data from direct orders to build loyalty programs and personalized offers.
4. Not Posting Content
People love engaging with restaurant content, whether it’s images of your latest dishes, behind-the-scenes videos, or even a blog that shares recipes or kitchen stories.
Yet, many restaurants fail to post regular content, missing out on an easy opportunity to connect with their audience and keep their brand top of mind.
Consistently posting images, videos, and blogs helps build a relationship with your customers.
This content also has the potential to be shared, extending your reach.
Content marketing is a great way to showcase what makes your restaurant unique, attract new customers, and retain current ones.
Action Steps
- Post high-quality images and videos of your dishes regularly on social media.
- Start a blog or create content that tells the story behind your restaurant.
- Engage your audience with behind-the-scenes content and upcoming events.
5. Not Asking for Reviews
Reviews are crucial for restaurants. Many potential customers rely on online reviews before deciding where to eat. Surprisingly, many restaurant owners don’t actively ask for reviews.
Gathering reviews can be as simple as placing a QR code at tables, prompting customers to leave a review after their meal.
Encourage happy customers to leave feedback, and don’t shy away from politely requesting reviews.
A steady stream of positive reviews boosts your restaurant’s credibility and can lead to more business.
Action Steps
- Set up in-store QR codes or provide links to make leaving reviews easy.
- Politely ask happy customers to leave reviews on Google, Yelp, or social media.
- Respond to all reviews, both positive and negative, to show engagement and care.
6. Poor Communication with Existing Customers
Acquiring new customers is costly, so it’s vital to nurture the ones you already have.
One common mistake is poor communication with your existing customer base.
Many restaurant owners fail to stay in touch through channels like email, SMS, or push notifications.
By keeping in contact with your regulars, you can remind them of special promotions, seasonal menus, and events.
Loyalty programs that use SMS or email can encourage repeat visits, which are often more profitable than attracting new customers.
Action Steps
- Set up regular email newsletters with updates, promotions, and events.
- Use SMS marketing to send exclusive offers or reminders.
- Create a loyalty program that rewards repeat customers through email or app notifications.
7. Overreliance on Organic Social Media
Social media platforms like Facebook and Instagram are great tools for restaurant marketing, but many restaurant owners make the mistake of relying solely on organic posts.
These platforms limit your reach to a small percentage of your followers unless you advertise.
While organic social media can build a presence, it’s often not enough to drive significant orders or foot traffic.
Consider investing in paid social media ads, which, if done correctly, can be highly cost-effective.
Targeted ads allow you to reach a broader audience and drive traffic to your website or restaurant directly, resulting in more orders.
Action Steps
- Invest in targeted ads on Facebook, Instagram, or Google to reach a wider audience.
- Experiment with boosted posts to increase visibility for special offers or events.
- Track ad performance and optimize campaigns based on results.
8. Ignoring Feedback
Listening to customer feedback is a powerful way to improve your business, yet some restaurant owners miss this opportunity.
Whether it’s online reviews, in-person comments, or feedback forms, customer feedback provides valuable insights into what’s working and what needs improvement.
Act on feedback by implementing suggestions where appropriate and addressing any recurring issues.
This shows your customers that you care about their experience, and they’ll be more likely to return.
Action Steps
- Implement a feedback system, such as comment cards, online surveys, or in-app reviews.
- Regularly review feedback and identify patterns to improve your restaurant.
- Act on common feedback, and publicly acknowledge improvements based on customer suggestions.
9. Trying to Do Everything Yourself
Running a restaurant is a complex operation, and trying to handle all the marketing on your own is a recipe for burnout.
Many owners try to juggle everything, from running social media to creating ads, leading to inconsistent marketing efforts.
Don’t be afraid to delegate tasks to your team or hire experts where needed.
Outsourcing marketing, web design, or social media management can free up your time and ensure that your efforts are both professional and effective.
Action Steps
- Delegate tasks like social media, website updates, or ad management to your team.
- Consider hiring freelancers or agencies for specialized marketing tasks.
- Focus your time on high-level strategy while letting experts handle execution.
10. Not Promoting Your Website In-Store
If you’ve invested in a website, make sure your customers know about it!
Failing to promote your website in-store is a missed opportunity. Display your website prominently on menus, receipts, and signage.
Encouraging customers to visit your website for online orders, loyalty programs, or exclusive deals can lead to increased revenue and strengthen your customer relationships.
Action Steps
- Display your website URL on menus, receipts, and in-store signage.
- Create in-store promotions that encourage customers to visit your website for online ordering or special offers.
- Use table tents or flyers to promote online-exclusive deals, loyalty programs, or gift cards.
11. Not Allocating a Marketing Budget
One of the biggest mistakes restaurant owners make is not setting aside a budget for marketing.
While word-of-mouth can help, it’s important to have a dedicated budget for marketing activities like paid advertising, SEO, or email marketing.
Allocate a portion of your revenue to marketing, measure the effectiveness of your campaigns, and adjust as necessary.
A well-planned budget ensures that you can consistently invest in marketing activities that drive results, helping you maximize your profits over time.
Action Steps
- Set aside a percentage of your revenue for marketing efforts each month.
- Track your marketing ROI by measuring sales, website traffic, or customer engagement.
- Regularly review and adjust your budget based on the success of different marketing channels.
Conclusion
The restaurant industry is fiercely competitive, and every penny counts.
By avoiding these 11 common restaurant marketing mistakes, you’ll set your business up for success.
From having a proper marketing plan to communicating with customers and promoting your website, each step contributes to maximizing your restaurant’s profitability.
P.S. Restaurant marketing doesn’t have to be overly complicated.
Start with the basics, build on them, and keep optimizing as you grow.
With the right strategy in place, your restaurant can not only survive but thrive in today’s crowded market.