1. Define a marketing strategy
First off, you need to ask yourself a few questions to set out the guidelines of your marketing strategy. This preliminary step is key for creating a strong, coherent identity for your restaurant:
- Who are your target customers (average age, preferred marketing channels, consumption habits, socio-professional category, etc.)?
- What key values define your business?
- What is your restaurant’s visual identity?
- What is the competitive landscape like in your sector? What are the strengths of your direct competitors’ digital strategies, and are there any areas for improvement?
- What tone do you want to adopt in your marketing materials?
Start thinking about your marketing strategy as early as the market study and business plan phase.
→ Don’t hesitate to seek advice from a web marketing agency to manage your restaurant’s marketing.
2. Design an attractive, functional and responsive website
Whatever your restaurant type (traditional, fast food, bar-restaurant, café, food truck, etc.), designing a website is an essential step for maximising the visibility of your establishment.
Your restaurant’s website must be visually appealing, with a graphic charter in line with your brand image. The interface should be ergonomic and responsive, and the navigation intuitive.
A restaurant website should include:
- Opening hours
- Menus
- Address
- Contact form, email address and telephone number
- Several high-quality photos (restaurant frontage, dining room, dishes, etc.)
- A booking module, such as the solution developed by Zenchef, enabling customers to reserve online in a few clicks
- Services and amenities offered (bar, terrace, home delivery, parking, etc.).
To boost your website’s SEO (search engine optimisation) and achieve leads, consider writing thought-provoking blog posts and producing other value-added content. You can also send regular newsletters to your customers sharing your content, keeping them up to date with your news, letting them know about any special offers, and so on.
The best solution is to hire a professional web designer to create your restaurant’s website. This will guarantee you a visually appealing and powerful online showcase.
3. Be active on social media
Instagram and Facebook are invaluable social media platforms for restaurant owners.
On Instagram, post high-quality photos and videos of your best dishes, behind-the-scenes shots of the restaurant, your kitchen and restaurant staff, your restaurant decor, etc.
Create a professional Facebook page: make sure you properly fill in all the necessary practical information (opening hours, address, menu, etc.).
Post regularly on Facebook: news, upcoming events, special offers, new menus, articles about the restaurant sector, photos, videos, descriptions of your star dishes, surveys and customer satisfaction questionnaires, etc.
To get your customers to interact and become true ambassadors of your brand, encourage them to post on social media, leave reviews, take photos, etc.
If your budget can stretch to it, why not launch sponsored campaigns on Instagram and Facebook?
Google AdWords is also a powerful tool for paid SEA (search engine advertising).
Depending on the market positioning of your restaurant and your customer profile, you could also use other social media platforms such as LinkedIn, Pinterest, Tik Tok, Snapchat, WhatsApp Business, etc.
→ Don’t hesitate to hand over the management of your social media to a professional community manager.
4. Create a Google My Business account
Google My Business is one of the most important digital tools for restaurant owners.
Take the time to fill in all the information requested (opening hours, address, website, description, services offered, menu, telephone number, etc.) so that your customers can easily find you. This will have a significant impact on your local referencing! Make sure you keep your listing up to date, particularly if you have to close exceptionally.
