Use this restaurant marketing plan step-by-step guide to choose the right channels, build a predictable system for attracting diners and grow your restaurant with a marketing plan that actually works — not one that ends up forgotten in a Google Drive folder.
Key Takeaways
- Understand your current market position by analyzing your target audience, competitors, 4 Ps and financial reality.
- Allocate 3–6% of your revenue to marketing and set SMART goals tied to business outcomes — not “vanity metrics.”
- Choose the channels that move the needle: website, Google, delivery optimization and loyalty. Measure and iterate monthly to find what works.
- Consistency wins: the restaurants that grow are the ones that execute a simple plan with discipline.
Let’s talk about your restaurant marketing strategy
A great marketing plan is not about luck — it’s about getting the right message in front of the right customer at the right moment. When you build your plan the right way, you’ll understand why your restaurant grows, what works in your market and how to scale it.
At RAY, we’ve helped thousands of restaurants grow direct sales, increase repeat orders and take control of their customer relationships. This guide summarizes the exact steps we see working across Latin America and the U.S.
What is a restaurant marketing plan?
A restaurant marketing plan is a roadmap that helps you attract new customers, turn first-timers into regulars and grow revenue consistently — without depending only on third-party apps or organic luck.
It evolves every month as you learn what works: your menu, pricing, brand and online presence all shape the strategy. A good plan is simple, practical and executable by your team.
This guide helps you create a version you’ll use — not one that collects dust.
How to Create a Marketing Plan for a Restaurant
Use this structure as your template and fill it out step by step.
1. Define (or refine) your brand
Before you think about ads, SEO, Instagram or delivery, clarify who you are and what makes you different. Your brand is the base of all marketing decisions.
Focus on three simple components:
Mission Statement
Why your restaurant exists. This should be inspirational, specific and grounded in reality. Aim for 1–3 sentences.
Vision Statement
Where you’re going. Describe the impact you want your brand to have in the future — on your community, team and customers.
Positioning Statement
How you want to be perceived in your market. Think:
“The most convenient breakfast in Palermo.”
“The #1 sushi spot for delivery in Monterrey.”
These statements influence all your design, copywriting, menu decisions and customer experience.
2. Confirm your target audience and menu-market fit
Many restaurants make the mistake of assuming they know their audience — and build marketing around a customer that doesn’t actually exist.
Menu-Market Fit
This is the alignment between what you sell and what the local market wants.
Your menu must fit the neighborhood, price sensitivity, spending power and habits of your area. Some examples:
- Office area → fast lunch combos, delivery-friendly items
- Residential families → large portions, bundles, kids options
- Young nightlife district → bold flavors, shareable items, late-night delivery
Questions to validate your target audience:
- Demographics: age, income, habits, frequency of eating out
- Psychographics: lifestyle, food interests, motivations
- Decision triggers: convenience, price, Instagram appeal, delivery speed
- Competition gaps: what’s missing that you can offer?
3. Perform a competitor analysis
Your competitors shape customer expectations, pricing, online visibility and even delivery order volumes.
List every relevant competitor (direct and indirect), then run a simple SWOT analysis.
Strengths
What they do extremely well (branding, price, flavor, delivery packaging, fast service, high Google ratings).
Weaknesses
Where they fall short (slow delivery, bad reviews, outdated website, inconsistent quality).
Opportunities
Where you can win — unique menu items, better website, loyalty program, stronger delivery presence, faster ordering.
Threats
What they might do that impacts you (expanding, lowering prices, adding new online ordering channels).
This gives you a map of your market — and clarity on where to compete.
4. Build a distinct USP (Unique Selling Proposition)
Your USP is the reason customers choose you and remember you. It should be simple, concrete and repeatable.
Examples we’ve seen succeed with RAY restaurants:
- Temple: premium experience + frictionless direct bookings → 3x increase in reservations.
- Chimba: high-quality visuals + consistent menu storytelling → major uplift in organic traffic.
- Talkin’ Tacos: viral menu items + bold branding → explosive growth in direct online orders.
Questions to find yours:
- What special value do you offer?
- What emotion should customers feel after dining with you?
- Why should someone choose you instead of the alternative 3 blocks away?
- What do you offer that your competitors can’t copy easily?
Your USP becomes your north star for all marketing messaging.
5. Set your marketing goals (SMART goals)
Your goals should be measurable and tied to business outcomes — not vanity metrics like “more followers.”
Use the SMART framework:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
Example of a strong SMART goal
“Increase direct Google-driven orders from 20 to 35 per month in 90 days.”
Why it works:
- Google brings 10–15x more new customers than social media.
- It reduces reliance on delivery apps and commission fees.
- You can influence it with SEO, website improvements and Google Business Profile optimization.
Other common restaurant goals
- Increase repeat orders
- Increase average ticket size
- Grow delivery revenue
- Improve online ratings
- Increase weekday traffic
- Boost catering or group bookings
- Grow dine-in reservations
- Build loyalty program adoption
Pro Tip: Start with one goal for your first 90-day cycle. Focus wins.
6. Create a marketing budget
A practical restaurant marketing budget is:
3–6% of total revenue
Example:
A restaurant earning $800,000/year should invest $24k–$48k annually.
Higher-end concepts can spend more; low-margin concepts slightly less.
Review your finances
Look at:
- Profitability — Can you reallocate expenses?
- Sales patterns — Which months spike or dip?
- Growth trends — Are you improving YOY?
- Underused channels — Where could you get results faster?
Plan heavier spend around promotions, holidays or seasonal peaks.
7. Pick your marketing channels
Not every channel matters. Pick the ones aligned with your goals.
Best digital channels for restaurants
1. Your Website (Essential)
Your website is your #1 digital asset. It must load fast, look great and convert visitors into orders.
2. Google (SEO + Google Business Profile)
Google drives the highest intent traffic in the industry.
Your #1 tool for new customers.
3. Delivery Direct Orders
A good online ordering system increases profit by cutting commissions.
4. Email & SMS
These are the most profitable retention channels.
Send updates, promos, new items, reminders and loyalty perks.
5. Loyalty Programs
Loyal customers:
- gastan 2–3× más,
- visitan 30% más seguido,
- tienen 70% más probabilidad de volver en 30 días,
- y pueden aumentar tus ganancias hasta 95% con solo un 5% de mejora en retención.
6. Social Media (IG + TikTok)
Great for top-of-funnel awareness.
Better for branding than for direct sales.
Focus Rule:
Master one channel at a time. Then expand.
8. Measure your plan monthly
Marketing works when it becomes a cycle:
- Experiment
- Measure
- Modify
- Repeat
What to monitor:
- Website visitors → online orders
- Google rankings → clicks → orders
- Repeat order rate
- Cost per acquisition (CPA)
- Prime cost vs. campaign revenue
- Conversion rates (menu → cart → checkout)
Restaurants scaling fastest with RAY follow a 30-day review cycle.
Look for patterns:
- Which dishes attract first-time customers?
- Which channels convert best?
- What time/day sells most?
- Do Google reviews correlate with revenue?
- Are direct orders increasing vs. 3P orders?
Cut what doesn’t work. Double down on what does.
Best Marketing Strategies for Restaurants
Digital
- Website
- SEO
- Google Business Profile
- Loyalty Programs
- Email Marketing
- SMS
- Content marketing
- Automated marketing (RAY excels here)
Traditional
- Flyers
- Local partnerships
- Events
- Sponsorships
- Community outreach
- In-store signage
For each strategy, define:
- Objective
- Target audience
- Timeline
- Owner
- Success metric
Craft a Restaurant Marketing Plan That Drives Growth
Marketing your restaurant can feel overwhelming, but the payoff is enormous when you implement a simple, focused plan.
Take it step by step. Talk with your team. Improve every month. Over time, the compounding effect becomes unstoppable.
If you want a platform designed to help restaurants get more direct orders, grow loyalty and automate marketing, explore what RAY can do for you.
FAQ: Restaurant Marketing Plans
What are the 4 Ps of restaurant marketing?
Product, Price, Promotion and Place.
Can I create a marketing plan even without marketing experience?
Absolutely. This step-by-step guide gives you everything you need.
Should I hire an agency or do it myself?
Agencies can bring expertise but cost more and move slower.
Doing it yourself gives you control, speed and lower costs.
Many restaurants use RAY because it automates 80% of the marketing work.
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