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How to Write a Restaurant Marketing Plan from Scratch

Ryan Andrews
Ryan Andrews

Mar 21, 2019 2:15:59 PM

You love food and you love people. And you want your restaurant business to grow. You know you need a good marketing plan but it sounds overwhelming to create and execute. Where do you start? 

You may not have a marketing degree or even understand all of the social media channels and what they can offer you. But a great restaurant marketing plan is relatively simple and straightforward when your objectives are distilled and clearly stated.

In this post, we’re going to break down the key essentials of a highly effective restaurant marketing plan. We’re also going to leave you with some tips you can use to get your promotional engine up and running. 

But first, let’s take a quick look at the basic definition of a restaurant marketing plan.

What Is a Restaurant Marketing Plan?

A restaurant marketing plan is a strategic document that outlines a restaurant’s strategy to promote a brand, acquire new customers, and enhance the guest experience.

It’s focused on a specific period of business and highlights a variety of marketing-related action steps, such as goal creation, budgeting, and content planning.

Learning how to craft a marketing plan forces you to think about your existing promotions and what you can do to gain a competitive edge.

While some restaurants integrate their marketing vision into their overall business plan, because marketing is critical to customer acquisition and engagement, having a well-researched marketing plan on its own is advisable.

A good idea is to create a working document that you’re continuously accessing and building upon, and can attach as an appendix to the restaurant business plan.

Creating a restaurant marketing plan

Your Five-Step Guide to Creating an Effective Restaurant Marketing Plan

Follow these five steps covering all the moving parts of restaurant marketing to set up your new plan and start the process of meeting your new vision with ease.

1. Establish Measurable Goals

The first step to creating a restaurant marketing plan is to establish some goals. What objectives do you plan to accomplish? Are there specific targets you want your team to meet?

If you’re really going to make your restaurant marketing strategies work, it’s going to happen because you’ve got a vision of what you want to achieve during the first year and subsequent years ahead.

Depending on your current ambitions and manpower, goals can range from smaller, bite-sized ambitions (like getting 10 new shares every week on your restaurant’s Facebook page) to bigger, grandiose objectives (such as doubling restaurant sales each quarter). Get started by establishing a few goals that make sense for your specific case.

As an example, a few goals for your restaurant could be to:

  • Grow per table profit by 12%
  • Grow drink revenue by 10%
  • Grow lunch hour revenue by $3,000

Also, quantify your overall objectives with numbers and dates. You could set the goal completion date at three months, and measure your growth daily. Create a simple wall chart to post in your office so you can make your goals visual and track your progress. 

Use the SMART template created by Filestage for listing each goal. 

SMART template for restaurant marketing

You may also want to take your revenue goals and create more specific goals for wait staff so that they can work on their individual objectives.

Some wait staff objectives could be as follows: 

  • Get at least 10 guests to order an appetizer
  • Get 5 takeout orders per shift 
  • Get 1 order per 2 tasting plates

2. Create an Ideal Customer Profile

If you interview any successful restaurateur and ask them their secret, they’ll all tell you the same thing: know your ideal customer.

While it’s tempting to visualize that everyone is interested in dining at your restaurant, focusing on a narrowly defined ideal customer will save you months of wandering in the dark trying to be everything for everyone. 

That’s where an ideal restaurant customer profile comes in handy.                                   

An ideal customer profile is a fictional representation of your ideal customer that helps personalize your sales and marketing efforts.

It lists out demographic information like age, gender, and income, as well as some qualitative details like what they enjoy in certain places, and what their preferences are when it comes time to pick a restaurant for lunch or dinner.

Below is an example by strategy leader Janice Chow.

Creating a customer persona

To build one for your restaurant, think of the ways you can gather meaningful data on the type of people you aim to serve. Tried-and-tested methods include: 

  • Conducting a survey on your restaurant website, Facebook page or in an email message. Use SurveyMonkey or another similar tool to automate the entire process.
  • Placing comment cards on your tables. Don’t end the card with “Would you refer us to a friend or relative?” – Go one step further and ask why or why not.
  • Researching online communities. Quora, Reddit, and others have targeted communities and subgroups. For researching and gaining insight into your ideal customer personas, the information posted by and exchanged between the members is as good as gold.

Whether it’s families or college goers, or both, it’s imperative that you take steps to understand your ideal customer. The great thing about creating customer profiles is that they can be used to inform many different parts of your branding, product, and marketing strategy.

Learn how to find your target market.

3. Evaluate Your Current Standing 

The importance of self-evaluation can’t be overstated, especially when you’re creating a marketing plan from scratch.

Restaurants need to be evaluated for both strengths and weaknesses specific to your business; the essence is to discover what you do well, and where you pale in comparison with similar businesses. 

After speaking with some of your guests, or just sitting down and writing it out, choose three strengths of your restaurant and three weaknesses.

Be clear with yourself and ask your servers and other management to write them down as well. Then, compile them and have a good look at what’s going great and what needs improvement. 

These could be:

Strengths

  • The food is always hot because you have hired a plate runner. 
  • The amount of food is always filling and satisfying. 
  • The ambience is always inviting and engaging.

Weaknesses

  • The floor is always greasy.
  • The kitchen banter is always loud.
  • The chairs are hard.

Make sure your customers know about what you do best!

Focus on one of your strengths that rises you above the competition and spread the word – widely.

As for the weaknesses, make gradual improvements by going back to square one and reassessing where you went wrong with the approach, decision or product that turned into a disadvantage.

Note: You can also keep tabs on the potential opportunities and threats facing your business by conducting a restaurant SWOT analysis. Doing so may direct you towards a previously uncaptured market or help you identify issues that might affect your restaurant’s profitability.

Free SWOT Analysis Bundle Templates Make better decisions at your restaurant Download now

4. Develop Your Marketing Strategy

You’ve laid the foundation. Now it’s time to build your restaurant marketing strategy. You’ll want to consider what methods of promotion you will use, and for how long you’ll run each promotion before giving it a revamp.

Based on your goals, customer profiles, and strengths, pick a few of these strategies to implement first:

Also consider implementing a restaurant marketing framework. 

Social Media Marketing 

While you can run a campaign on nearly every social media network out there, we recommend you to narrow your focus to the following:

Instagram 

Instagram is the easiest place to showcase your food, your ambience and everything visual about your customer experience. Everything is in the photos on Instagram so be sure to post some appealing images of food plates, happy customers, attentive servers and management. It’s your opportunity to show them what they can expect at your restaurant.

With your photos, be sure to add relevant #hashtags about the meals you make, the service you provide and the location you serve.

Does your restaurant host a mouthwatering brunch every Sunday? Use hashtags like #brunchtime and #sundaybrunch along with a nicely written caption to get the word out.

If you’ve already set up a campaign, we’ve got some tips to help you break through the noise and upgrade your restaurant Instagram marketing for higher engagement and conversions.

Marketing on Instagram for Restaurants

Facebook 

A platform with more than 2 billion monthly active users can provide great exposure to your restaurant.

Get started by creating a restaurant business page and posting high-quality images of your food with some enticing captions that induce your audience to visit your restaurant. To accommodate for spikes in weekly traffic, schedule posts to go out even when you’re not available.

Spending an hour or two every week on this will mean you have a consistent stream of enticing content for your followers.

But perhaps the most effective way to get your business in front of audiences is by running Facebook ads.

The platform has a highly effective and intuitive ad manager that can help you reach massive amounts of potential diners. The best part? You don’t need to spend thousands in order to achieve success; a budget of $100-$500 is enough to reach a good sized local audience

Facebook marketing for restaurants

Email Marketing

72% of consumers prefer businesses to contact them through email, and restaurant customers are no exception.

Sending regular emails to people who’ve subscribed to your email list helps foster loyalty; when customers see your restaurant logo often and receive your event updates, menu specials, coupons, etc. they begin to feel they’re part of your exclusive community.

You can further encourage that feeling by including a quick note from your executive chef, or other personnel who is known as the face of your business.

Personalization and segmentation will also help your email campaigns gain more traction by categorizing your subscribers into specific groups for more targeted promotions. Consider employing an automation system like Eat App to create an automated marketing flow that delivers tailored and personalized messaging to your customers based on guest data like number of visits, days since last visit, spend amount, special events etc. (for eg: If today is the guests anniversary, send them an anniversary message, If a guest reached `100` visits, then they should be tagged as `VIP` and messaged a congrats message) without you having to lift a finger.

Tools like AWeber and MailChimp will allow you to segment your lists according to niches like the type of cuisines patrons are interested in, the location of subscribers, and so on.

Loyalty Programs

In times where customer acquisition costs can be burdensome for new – and even established – restaurants, loyalty programs can help to secure brand value in the form of repeat business from people who’re already delighted to be dining with you.

These programs include restaurants offering membership to regular guests, and in turn presenting them with reward points that can be exchanged for perks like free desserts, 50% discount, and more.

Starting a restaurant loyalty program is simple. You’ll just need to order a batch of punch cards and hand them out to your regulars. When a member orders a menu item, you put a stamp on their punch card.

Once they’ve received a specific number of stamps, they get a free perk. Restaurant loyalty tools, however, have made it possible for restaurateurs to assign points and rewards digitally. 

Restaurant loyalty programs

The Ultimate Guide to Restaurant Marketing Free A to Z guide to restaurant marketing. Download Now

5. Determine Your Restaurant Marketing Budget

Since every business has its priorities, there’s no set formula for determining a restaurant marketing budget. However, there are a few considerations that can be applied to any restaurant for determining the amount of money you should invest in marketing.

If you’re a brand new restaurant, you’ll have to spend more on marketing to get the word out. Plan to spend 25-35% of revenue on marketing. Use more if you need more traction, and less if you have a good roster.

When your restaurant is established and has a steady business, you can scale back your marketing spending to 12-18%, considering your competition and profit margins. 

If your revenues are declining due to an economic crisis or competition, it’s best to increase your percentage by 3-10% to generate more new clientele.

Choose to invest in the channels that are bringing in the most return.

Unfortunately, when a budget gets smaller marketing can be the first to go out the door when the exact opposite needs to happen. Resist the urge to cut back on marketing because you need to generate market buzz to drive business.

For example, companies that spent 16.5% or budget on marketing grew 1 - 15% year over year, those that spent 22% grew 16-30%, and those that spent 50% grew 31-100% more. You can see how crucial marketing is in creating growth as per these findings from Small Business Marketing Tools.

The Takeaway

There you have it, a step-by-step guide to building your own killer restaurant marketing plan. 

Marketing is the trumpet call of your business and its an important element to success. No matter how great your cuisine or ambiance is, if no one knows about your restaurant in the first place, you’re not filling any tables.

Guests don’t magically turn up out of nowhere, you have to take your business to them. 

This might take you anywhere from one day to a whole month of doing nothing except constantly crafting your plan and marketing calendar.

But rest assured, once it’s complete you’ll know exactly which route to take and how to tap into the full potential of your marketing to drive better revenue. 

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