11 Ways to Create a Restaurant Marketing Plan that Works

Running a restaurant is tough enough without playing marketing whack-a-mole. One week, it’s Facebook ads. Next week, someone’s telling you TikTok is the answer. Meanwhile, you’re facing slow Tuesday nights, empty tables at lunch, and no-shows who ghosted your reservation book.

What you need is a simple, clear marketing plan—something that actually works, fits your brand, and doesn’t take up all your time. This guide breaks it down step by step. Keep reading for smart ways to get more people through your doors and keep them coming back.

Find out how Cvent helps restaurants thrive with our venue solutions

Start with your goals

Before you start posting photos of your brunch board, pause. What are you actually trying to achieve? “Get more customers” sounds nice, but it’s way too vague. A good marketing plan starts with goals that are clear, measurable, and tied to your real business needs.

Ask yourself:

• Do you want to boost weekday lunch traffic?

• Are you trying to book more private events or parties?

• Is your goal to increase delivery orders or push dine-in over takeout?

• Are you hoping to grow your following online or get more reviews on Google?

Each of those goals calls for a different marketing approach, so don’t skip this step. For example, if you want to fill more tables at lunch, you'll focus on local promotions and targeting nearby offices. But if you're looking to grow event bookings, your strategy might include showcasing your space on social media and running email campaigns aimed at party planners or corporate teams.

Instead of saying “get more customers,” try something like: “Increase weekday lunch reservations by 20% over the next three months.” This creates a goal you can build around and track.

Once you’ve nailed down your goals, write them down. Share them with your team. These will shape every promo, post, and campaign you run. 

Restaurant marketing strategies that actually work

You don’t need to be on every social platform, jump on every trend, or throw money at every new app someone swears by. You just need a few solid strategies that actually move the needle and the patience to stick with them.

1. Keep your website sharp

Your website is your restaurant’s digital front door so make sure it’s welcoming. First up, make sure it works well on phones. Most people search and book from their phones these days, so if your site looks like a jumbled mess or takes forever to load, you’re losing customers before they even see your menu.

Keep your menus, hours, and contact info up to date and easy to find. Nothing’s more frustrating than showing up hungry only to find out you’re closed or the menu’s changed. If you take reservations or online orders, make those buttons big and obvious.

And don’t forget photos. Great shots of your dishes, your space, and your team make people hungry and excited to visit. Bonus tip: add simple alt text (the descriptions behind images) so search engines know what you’re showing. That little step helps your SEO without any extra work for you.

Find out more about attracting group/MICE business to your restaurant in our new guide

2. Get on the Cvent Supplier Network

If your restaurant can host events, don’t miss out on the Cvent Supplier Network (CSN). It’s a powerful platform where event planners search specifically for unique venues like yours.

Create a detailed listing showcasing your event spaces, capacity, menus, and any special features you offer. The more info you share, the easier it is for planners to see why your spot is perfect for their next gathering.

Keep your profile up to date and respond quickly to inquiries. Being reliable and responsive sets you apart from the competition.

By tapping into Cvent’s network, you open the door to corporate events, private parties, and special occasions that bring in steady business beyond regular dining hours.

3. Get your Google game together

Google is where hungry people start their search, so you’ve got to own your space there. First step: claim your Google Business Profile if you haven’t already. It’s free and puts you front and center on Google Maps and search results.

Keep it fresh by updating your menu, hours, and any special events. If your hours change for holidays or you add a new dish, update it right away. Stale info means lost customers.

Add new photos regularly. Include shots of your food, your team, and your vibe. And don’t just set it and forget it: reply to reviews, especially the critical ones. It shows you care and helps build trust.

Last but not least, sprinkle in keywords that people actually search for, like “best pizza in [your city]” or “cozy brunch spot near me.” This helps your restaurant pop up when locals are hungry and looking.

4. Own your business listings

Your restaurant is everywhere people look for places to eat. That means Yelp, TripAdvisor, OpenTable, Resy, and any local directories where diners might find you.

Make sure your info is spot on across all these sites (same hours, phone number, address, and website). Nothing confuses customers more than conflicting details.

Keep your branding consistent, too. Use the same logo, colors, and voice so people instantly recognize you, no matter where they find you. And don’t skimp on photos. Upload your best, high-quality shots that show off your food and atmosphere in the best light. A great photo can be the difference between a click and a pass.

5. Create buzz with social media 

Restaurant social media marketing can be a game-changer if you don’t let it take over your life. The key is to post consistently, not constantly. Find a rhythm you can keep up without stressing out.

Share real moments that show the heart of your restaurant. Behind-the-scenes kitchen chaos, shoutouts to your team, or today’s fresh specials. People love authenticity over slick, staged posts.

Use local hashtags to get noticed by nearby diners. Forget the 30 random tags that have nothing to do with your spot. Stick to a handful that actually connect you to your community.

Don’t just post and ghost. Engage with comments and tags to build real relationships. A quick reply or a friendly like goes a long way. And remember: keep it real. Your followers want to see your personality, not a glossy, over-edited version of your restaurant. That’s what keeps them coming back for more.

6. Send emails people actually open

Email marketing still packs a punch, but only if you do it right. Start by building your list from places people already interact with you: online bookings, Wi-Fi signups, or events.

Keep your emails short and punchy. Share your latest specials, upcoming events, or secret offers that feel exclusive. Nobody wants a novel in their inbox.

Your subject line is your first impression. Make it catchy, clear, and tempting enough to get that open. Think “Happy hour just got happier” or “Exclusive invite: Taco Tuesday VIP night.”

And don’t treat all your customers the same. Segment your list so you can send the right message to the right people (VIPs, first-timers, birthday celebrators). Personal touches get better results.

7. Use diagramming tech to simplify events

Figuring out event layouts can get messy fast. Event diagramming tools, however, help you and planners map out furniture and fixtures in seconds, cutting down on confusion and endless back-and-forth.

Use custom inventory lists to keep track of everything used for the event. Plus, real-time updates mean everyone stays on the same page. For example, changes show up instantly, and built-in chat keeps the conversation flowing until the layout is just right.

Take Pedrotti’s Ranch in San Antonio, for example. They create hundreds of custom diagrams each year, and planners love it when a venue uses familiar diagramming tech. It builds trust and smooths the whole booking process.

8. Get smart about SEO

SEO might sound complicated, but it boils down to one thing: making it easy for people to find you online. Use plain, simple keywords on your site. Avoid marketing fluff and speak like your customers do.

Don’t hide your menu in a PDF that’s hard to read or search. Instead, put it right on your site as text so Google can find it and customers can quickly scan it on their phones.

Add local keywords that match what people actually type when they’re hungry, like “late night tacos in Austin” or “best date night spot in Brooklyn.” This helps your restaurant pop up when locals are searching nearby.

Why not start a simple blog or updates page where you share news, seasonal menu changes, or fun stories? Fresh content keeps your site lively and helps you rank better on Google.

9. Run promotions with purpose

Don’t just throw out discounts for the sake of it. Instead, run promotions that actually bring people through the door. Focus on time-sensitive offers like happy hour specials, limited-edition dishes, or weekday lunch deals that create urgency.

Make your offer crystal clear and always set a deadline. When people know the clock’s ticking, they’re more likely to act fast.

Promote your deals everywhere: social media, email, and right inside your restaurant with signs or table tents. The more places people see it, the better your chances of filling those seats.

10. Host events that bring people in

Events are a great way to turn casual diners into regulars. Think trivia nights, chef collaborations, tastings, or seasonal menu launches. These get people excited and give them a reason to show up.

Team up with local creators, musicians, or artists to create extra buzz and draw in their followers.

Make sure to promote your events everywhere: on your social media, email list, in the restaurant, and through your partners. The more eyes on your event, the bigger the crowd you’ll get.

11. Get involved in your local community

Being part of your neighborhood goes a long way. Sponsor a local event to get your name out there and show you care about where you’re rooted.

Partner with nearby businesses for cross-promotions, like a coffee shop, florist, or bookstore, to reach new customers who already love your area.

Bring samples or special offers to farmers' markets, festivals, or street fairs. It’s a simple way to meet people and invite them to try your food.

And don’t overlook local Facebook groups or neighborhood apps like Nextdoor. They’re low effort but can deliver big returns by connecting you directly with your community.

12. Encourage reviews the right way

The best time to ask for a review is when your guests are still smiling. Train your team to gently ask happy customers to share their experience online before they leave.

Make it easy by including a direct review link in your email receipts or even on table tents at the restaurant. The less hassle, the more likely people are to follow through.

And don’t forget to respond to reviews, especially the not-so-great ones. A thoughtful reply shows you care and can turn a negative into a positive for future diners.

Final tips: Stay consistent

You don’t have to juggle every marketing tactic out there. Pick a few that fit your restaurant and stick with them. Consistency always wins over trying to do too much at once.

Every quarter, revisit your goals and see what’s working and what’s not. Adjust your plan to keep things fresh and effective.

Track your results so you know which efforts are bringing people in and which ones are just noise. Focus your time where it really pays off.

Best practices to keep in mind:

• Pick 2-3 marketing strategies and commit to them

• Set clear goals and review them regularly

• Keep your messaging simple and authentic

• Engage with your audience. Don’t just broadcast

• Use data to guide your decisions, not guesswork

• Be patient. Marketing is a marathon, not a sprint

Time to create a restaurant marketing plan that works

Creating a restaurant marketing plan doesn’t have to be overwhelming. Focus on clear goals, smart strategies, and consistency. Remember, it’s about showing up where it counts, whether that’s online, in your community, and in the hearts of your guests. Keep things simple, real, and purposeful. 

With the right plan in place, you’ll see more seats filled, more buzz, and more loyal customers coming back for seconds.

Find out more about attracting group/MICE business to your restaurant in our new guide