Build a marketing function for your restaurant without burning cash. Channel mix, calendar planning, partnership opportunities, and the marketing decisions that move revenue.
10
min read
Marketing Leads, Owners
Industry Guide
Overview
Marketing is not “posting more”. It’s a system that:
Helps the right customers discover you
Gives them a reason to choose you
Makes it easy to book/order
Turns first-time guests into repeat guests
Key takeaways
Clarity beats creativity: if people can’t describe you in one sentence, your marketing will struggle.
One strong channel beats five weak ones.
Treat reviews as a growth channel (they influence conversion).
Capture customer contacts early (with consent) so you’re not dependent on algorithms.
Brand basics (positioning)
Write your “one-sentence positioning”
We are [type of place] for [target customer] who want [primary benefit], known for [signature / differentiator].
Example
We are a neighbourhood Italian trattoria for families and couples who want comforting classics, known for our wood-fired pizzas and warm service.
Non-negotiables to define
Your signature items (3–5)
Your price positioning (value / mid / premium)
Your “reason to believe” (awards, chef story, sourcing, process)
Your visual cues (1–2 colours, 1 font style, photo style)
Your marketing funnel (what to do first)
Discovery: Google, Instagram, recommendations
Conversion: clear menu, clear booking/order links, fast response
Repeat: collect contacts, loyalty prompts, service consistency
✔
If you only do 3 things:
1) Keep Google Business Profile updated
2) Respond to reviews
3) Post consistently (2–3x/week) with a simple content plan
Social media (simple system)
Content pillars (pick 3–5)
Signature dishes (what you’re known for)
Behind-the-scenes (prep, team, sourcing)
Proof (reviews, UGC, press)
Offers/events (limited-time, seasonal)
Community (regulars, neighbourhood)
Weekly posting rhythm (starter)
1 reel: food prep / plating
1 carousel/photo: signature dish + story
1 post: review/UGC + CTA
Stories: daily light touch (sold out, prep, vibe)
Google presence & reviews
Google Business Profile (GBP)
Keep hours accurate (especially public holidays)
Add new photos regularly
Ensure: menu link, booking link, phone number
Review habits
Respond to negative reviews within 24–48 hours
Never argue publicly; move resolution offline
Track recurring themes and fix the root cause
Email / EDM (high ROI)
📧
Email is still one of the highest-ROI channels because you own the audience.
Cross-menu item with complementary brand (coffee roaster, bakery)
Corporate lunch packages for nearby offices
PR basics
Keep a one-page media kit (concept, hero photos, signatures, chef bio)
Make it easy to contact you (email + WhatsApp)
Pitch seasonal angles (CNY, Ramadan, year-end)
Checklists
Weekly marketing check
Monthly
Templates (export-ready)
📄
Designed to export cleanly as a PDF worksheet.
Caption builder (fill-in)
Field
Fill in
Example
Hook (1 line)
“Crispy on the outside, fluffy inside — our new potato rosti is back.”
What it is
Hand-pressed rosti topped with smoked salmon + house dill cream.
Why you’ll love it
Crunch + comfort, perfect with coffee for brunch.
When to get it
Weekends 10am–3pm (limited daily batch).
CTA
“Book via link in bio” / “Order pickup now”
Partnership outreach (copy/paste, but premium)
Use case
Message template
Notes
Simple collaboration proposal
Hi [Name], I’m [Your name] from [Brand]. We’re exploring a simple collaboration for [audience] in [area]. Would you be open to [idea] over the next [timeframe]? If yes, I can share 2–3 options and we’ll keep it lightweight for both teams.
Keep it specific: who, what, timeframe, and the customer benefit.
🔒
Members get the full Content Calendar + Posting System and Promo Profitability Calculator for a complete conversion-ready system.
