Looking to dive into the world of digital marketing for restaurants? This guide is for you.

👋 Our tip-filled guide will walk you through eight powerful digital marketing for restaurants strategies that will boost your restaurant’s online presence, generate engagement, and increase sales.

To make these tips even easier to implement, we’ll suggest tools and resources you can use along the one. One such tool we’ll explore is the online ordering system plugin for WooCommerce, Orderable.

So, let’s dive into these actionable tips to make 2024 a winning year for your restaurant.

Tip 1: Think about your restaurant’s demographics

Understanding your audience is the foundation of any effective digital marketing for restaurants strategy. When you know who your customers are, you can create content that resonates with them and design campaigns that appeal to their tastes.

If you’re targeting the wrong audience, they will just swipe on through, never giving it a second thought. When you find the right people to share your message, they will connect with it and repeatedly visit your website.

But how can you find out who your demographics are? How can you reach more potential customers and funnel them in?

There are a few ways to do this:

• Conduct Customer Surveys: Go the direct route! Ask your customers about their preferences, needs, and online habits. Regularly update your surveys to provide fresh insights and align your digital marketing for restaurants strategies with changing consumer behavior.
• Analyze Existing Data: Take a deep dive into your POS system, website analytics, and social media metrics. These treasure troves of data can provide insights into your customer’s demographics.

How to start your data journey

Start by introducing feedback forms in your restaurant or through email. Utilize tools like Google Analytics for your website data and social media analytics tools like Facebook Insights to gather demographic information.

Over time, segment your marketing efforts based on the demographic data you collect.

Tip 2: Let your website do the marketing for you

A customer’s first impression often starts online, so having a highly effective restaurant website is important. A visitor’s experience on your website can decide between making a reservation or continuing their search and choosing a competitor.

Here’s where every restaurant must prioritize:

• Easy navigation: The user experience on your site should be hassle-free and lend to positive reviews from your target audience.
• Quick and efficient ordering system: In an era where every second counts, a speedy, intuitive ordering process is the unspoken expectation.

Imagine having a tool at your fingertips to handle both priorities, one that surpasses expectations so that any first-time visitor knows how to use it immediately. With Orderable, you’re setting yourself up for success.

But before we get into the benefits of the Orderable plugin and how it can help your restaurant stand out, we want to reiterate how important your website is to your business.

Why your restaurant’s website is important

A basic restaurant website with a PDF menu is insufficient in today’s competitive market. Potential customers expect to be able to view your menu on their smartphones and other devices easily. A basic website also does not allow you to collect customer feedback or offer online ordering.

Online ordering is a great way to increase sales and make it easier for customers to dine with you. It allows customers to place orders from their homes or offices, saving them time and hassle.

Benefits of a quality restaurant website

A good restaurant website is essential. It is often the first point of contact that potential customers have with your restaurant, and it can make a big difference in whether or not they decide to dine with you

• It shows legitimacy. A website is essential for any business that wants to be taken seriously. A well-designed website shows potential customers that you are a legitimate business committed to providing them with a good experience.
• It makes it easy for customers to find you. Many people now use their smartphones to search for restaurants near them. A good website will ensure your restaurant is prominently displayed in search results.
• It allows you to showcase your menu and brand. A good restaurant website will give potential customers a sense of what your restaurant is all about. You can use your website to showcase your menu, brand identity, and restaurant’s unique atmosphere.
• It allows you to collect customer feedback. Your restaurant website will allow you to collect customer feedback, which can help you improve your business. You can use feedback forms, surveys, and social media integration to collect customer feedback.

Above all else, offering online ordering is a great way to increase sales and make it easier for customers to dine with you. It allows customers to place orders from their homes or offices, saving them time and hassle.

How Orderable will be a game changer for your website

Orderable is an online ordering system plugin that works with WordPress website.

Essentially, Orderable, coupled with the ecommerce plugin WooCommerce, will help you:

• Create your online menu that customers can order from.
• Take orders from that menu.
• Customize your dishes with add-ons, sauces, toppings, and more.
• Set your own delivery/pickup schedule that customers can either order ASAP, or via a time slot.
• Add QR codes to your restaurant tables, so you can take orders via your website and know exactly which table to deliver them to.
• And so much more.

So now we know the benefits of adding Orderable to your restaurant website, how do we do it?

How to integrate Orderable with your website

Integrating Orderable is a straightforward process. With a few clicks, your WordPress website can be empowered with all the right features.

All settings can be accessed in your WordPress dashboard under the Orderable tab once you purchase the plugin.

• One website, multiple locations: If you have multiple locations, you can manage them all through one website using Orderable. Add the locations by going to Orderable > Locations > Add New and let your customers choose which one to order from. Alternatively you can just add one location and let customers get to ordering.

• Flexible time slots: You can adjust your schedule to fit your needs. Choose your delivery times and times that the customer can pick up their order. Under Orderable > Locations, you can set up your service hours accordingly.

• Easy menu layouts: Create great-looking menus that show all your products at a glance. Under Orderable > Product Layouts, you can add different menus and play with the settings so they look exactly as you want.

With Orderable at the helm, you’re offering more than just an online ordering system; you’re promising an unparalleled dining experience right from the first click.

Tip 3: Focus on online reviews

📈 Online reviews have become the modern word-of-mouth. Their influence cannot be understated. 79% of customers put as much weight on customer reviews as they do personal recommendations.

Here’s why you should focus on them:

• Build trust: For many, reading reviews equals asking a friend for a recommendation. Positive reviews build trust and can be the primary driver for choosing your restaurant over another.
• Insight into customer perspective: Reviews will offer you a window into the minds of your customers. They highlight what’s working and pinpoint areas of improvement, providing feedback you can act upon.
• SEO benefits: Google considers the number and quality of reviews when ranking local searches. So, consistent positive reviews can lead to a higher ranking, making your restaurant more visible to potential customers.
• Enhanced engagement: Responding to positive and negative reviews shows potential customers that you value feedback and are committed to improving the diner experience.

How to build a repertoire of reviews

Actively asking for reviews from satisfied and new customers and quickly addressing any concerns raised in negative reviews can significantly boost your restaurant’s online reputation.

Here are some ways to do so:

1. Encourage feedback: Train your staff to encourage satisfied diners to leave a review on review sites. This can be a simple verbal request or a note on the bill.
2. Easy access: Ensure your restaurant is listed on popular review platforms like Yelp, TripAdvisor, and Google My Business. Provide direct links on your website and social media pages for customers to leave reviews.
3. Engage with reviewers: Take the time to respond to reviews personally. Thank your customers for positive feedback and address any issues raised in negative reviews with professionalism and a commitment to improvement. 88% of consumers are likely to use a business if they see the owner respond to all positive or negative reviews.
4. Incentivize reviews: Offer discounts or special promotions to encourage customers to leave a review. However, always ensure it’s clear that you’re seeking honest feedback, not just positive reviews.

Tip 4: Focus on one or two social media platforms

Instead of spreading thin over numerous platforms, focus on one or two to build your social media presence. Having social media accounts everywhere might seem tempting, but this can hamper your efforts and leave you with less-than-expected results.

Here’s why focusing on just one or two platforms is crucial:

• Quality over quantity: Concentrating on fewer platforms lets you create higher-quality content for your audience. Instead of spreading yourself thin by posting generic content everywhere, you can dive deep and provide the type of content your users seek.
• Consistent engagement: Engaging with followers is as important as posting content. By narrowing your focus, you can dedicate more time to interacting with your audience, answering their questions, and building a loyal customer base. The algorithms will highly reward you for this.
• Resource allocation: Managing multiple social media platforms requires significant time and energy – from creating specific content for each platform to monitoring and engaging. Limiting your focus allows you to allocate resources more efficiently, ensuring each post gets the attention it deserves.

How to choose your platform(s)

Identify where your primary audience likes to spend their time. Look into analytics tools to help you figure that out and concentrate there.

Here are some steps to get started:

1. Identify your audience: Understand where your target audience spends most of their time. Platforms like Instagram or TikTok might be more effective if your restaurant caters to a younger crowd. For a wider age range, Facebook might be better.
2. Set clear goals: Define what you want to achieve from each platform, be it brand awareness, customer engagement, or driving reservations. Ultimately, what’s your restaurant’s social media strategy?
3. Content strategy: Develop a content calendar for your chosen platforms. Include promotional content, user-generated content, behind-the-scenes looks, and other engaging posts.
4. Analyze and adjust: Regularly check analytics to see what’s working and what’s not. Adjust your strategy based on these insights to reach the right customers.

Tip 5: Use influencer marketing

Leverage influencers to tap into new audiences. Influencer marketing has rapidly evolved into one of the most effective tools for reaching and engaging audiences meaningfully.

At its core, it leverages the trust and reach of individuals (influencers) who have established engaged followers on social media.

Here are some benefits of using influencer marketing as a digital marketing for restaurants tool:

• Authenticity and trust: Influencer promotions are more genuine and personal than traditional advertisements. This is because influencers have built trust with their followers over time. When they recommend your restaurant, it’s perceived as a trusted friend giving advice rather than a faceless brand pushing a product.
• Targeted audience reach: Influencers cater to niche audiences. Partnering with an influencer whose audience aligns with your target demographic ensures your message reaches the right people. For example, collaborating with a vegan lifestyle influencer can be extremely beneficial if your restaurant specializes in vegan cuisine.
• Storytelling opportunities: Influencers are content creators at heart. They know how to create a narrative around a product or experience. Your restaurant will be integrated into stories, vlogs, recipes, reviews, and more by working with them. This immersive style of content marketing can create a lasting impression on viewers.

How to start working with influencers

Implementing influencer marketing requires a strategic approach. Start by identifying influencers whose values align with your brand and whose audience matches your target demographic.

Remember, the size of the following is not the only metric; engagement rate and audience relevance are equally, if not more, important. Once identified, reach out with a proposal from which both parties can benefit.

Tip 6: Improve your local SEO

Ranking high in local searches can increase foot traffic almost immediately. Local SEO (Search Engine Optimization) is a powerful tool to ensure your restaurant is on the first few pages when locals search for dining options.

📈 Optimizing for local search is paramount, especially for restaurants, where most customers are typically from the surrounding area. 87% of consumers used Google to evaluate local businesses.

Here are a few ways to do that:

• Google My Business optimization: If you haven’t already, claim your Google My Business (GMB) listing. This ensures you control the information displayed about your restaurant on Google.
• Local keyword targeting: Local keywords include location-specific information. For example, instead of targeting the keyword “Italian restaurant,” you would target “Italian restaurant in [Your City].” This narrows the audience to those specifically seeking services in your area, making them more likely to convert into actual customers.

How to implement local SEO strategies

Start by conducting a local SEO audit. Identify where you currently rank for local keywords and which aspects of your Google My Business profile need improvement. Ensure your contact information, including your phone number, is visible.

Additionally, network with other local businesses or events. Cross-promotion or partnerships can lead to backlinks on local websites, further boosting your local SEO efforts.

Tip 7: Add a loyalty program

Encourage repeat visits with customer loyalty strategies. A loyalty program is not merely a promotional strategy but a powerful tool for building a strong customer connection.

Here are a few ways to build one as part of your digital marketing for restaurants strategy:

• Points system: Assign points to different purchases and allow customers to accumulate points over time. Once they’ve reached certain points, they can redeem them for discounts, freebies, or special perks.
• Tiered rewards: Reward your most loyal customers by creating different tiers within your loyalty program. The more a customer spends, the higher the tier they achieve and the better the rewards they receive. This encourages more frequent visits and higher spending.

How to implement a loyalty program

Decide which type of loyalty program best suits your restaurant and your customers. Each type has its benefits and will resonate differently with different audiences.

Craft a simple point system or use third-party platforms. Either way, ensure the program is straightforward and rewarding. Most importantly, make sure your customers know about your loyalty program.

Promote it on your website, social media channels, and restaurant. Train your staff to explain the program’s benefits to customers and encourage them to sign up as often as possible.

👋 Want more detailed steps on creating a loyalty program? Check out our in-depth restaurant loyalty program guide.

Tip 8: Include email marketing

Email marketing is still highly effective despite the shiny new platforms that keep popping up. Emails are direct, personal, and have a vast reach.

Start modestly. Focus on onboarding or menu updates. Over time, as your database grows, you can create different types of emails.

Here are some ideas for content to get you started:

• Newsletters: Update your subscribers about events, new menu items, or behind-the-scenes content.
• Promotions: Offer special discounts or deals exclusively for your email subscribers.
• Feedback: Encourage your subscribers to provide feedback or leave a review.
• Personal Touches: Birthday wishes, anniversary acknowledgments, or personalized menu recommendations based on past orders can make your emails stand out.

How to craft an effective email marketing campaign

Start with these basic steps to set a solid foundation for your email marketing efforts. As you gain more experience and data, you can experiment with more advanced techniques and strategies.

1. Determine your goal: Determine what you want to achieve before sending emails. Are you looking to promote a new dish, increase reservations for a specific day, or perhaps gather customer feedback? Your goal will shape the content of your email.
2. Design your email: Use a mobile-friendly template within your email provider, write a catchy subject line, add high-quality images, and keep it to the point.
3. Include a clear call to action (CTA): Whether you want them to make a reservation, view a new menu, or follow you on social media, make sure your CTA is clear and compelling.
4. Schedule or Send: Depending on your goal and content, determine the best time to send your email. For instance, a promotion for a weekend brunch might be best sent on a Thursday evening.
5. Engage with Feedback: If customers reply to your emails with questions, complaints, or compliments, engage. It shows you value their input and are not just using email as a one-way communication channel.

Work on your digital marketing for restaurants today

Digital marketing for restaurants, when executed right, can reach the exact person at the right time. These eight strategies are versatile as they touch on multiple marketing channels and cater to diverse restaurant niches. It’s time you baked them into your marketing plan.

And remember, while your restaurant’s digital marketing for restaurants strategy can change as you adapt to your customers and their needs, the foundation needs to be rock solid. In this case, the foundation is your website and online ordering system since, without those, you’ll have a harder time being successful at the rest.

With Orderable, your foundation will be set, so you can spend all your energy on implementing a marketing strategy that works best for your restaurant business. Now, go forth and be excited about your digital marketing plan!