Proven Strategies to Bring More Customers to Your Restaurant

Branding & Marketing Strategy

Have you ever been to a restaurant that served mouthwatering food and had vibrant décor, yet was curiously empty? This is all too common, as many restaurant owners have adopted the “if you build it, they will come” mentality.

In the context of a restaurant, that belief translates to “if they’re hungry, they’ll find us.” Unfortunately, this isn’t always true.

With the right strategy, getting on your customers’ radar is totally in your control. Say goodbye to leaving it up to chance, and hello to attracting a steady flow of new faces. Let’s make it happen!

Build a Strong Brand Identity

Marketers agree that what people remember most about a restaurant is not advertising or marketing campaigns, but the brand. For example, guess the name of the establishment based on the following clues:

• The Big M (or Golden Arches)
• The Siren (a.k.a twin-tailed mermaid)
• Colonel Sanders

You probably know exactly who we’re referring to, and it likely stirred up strong associations with particular flavours, tastes, sounds, and sights.

Well, that’s the power of building a strong brand!

A brand is built on its verbal elements—the name, tone of voice (in ads, social media, etc.), and visual elements (logo, colour schemes, and imagery). Branding is an art in itself. A well-crafted brand can captivate customers and draw them to your restaurant, sometimes through something as simple as the recognition of your logo or slogan.

Optimize Digital Presence

Research has found 90% of customers visit restaurants online before visiting in person. The takeaway? Building an online/digital presence is a must.

If you haven’t done so already, build a website. Make sure to optimize it for SEO (and now, AI search, which includes AEO) so it’s easily discoverable on search engines and local SEO platforms, such as Google My Business.

Incorporate the restaurant’s brand seamlessly into the website. Include elements such as a menu, contact info, a photo gallery of the restaurant, and links to social media accounts.  

Explore mobile food delivery apps like Uber Eats, Skip the Dishes, and more. Many customers are now discovering new restaurants directly through these apps.

These digital marketing tasks demand a combination of skill, effort, and time to execute effectively. If you find them overwhelming or outside your comfort zone, it may be worth considering the expertise of a professional.

Leverage Social Media Platforms

Nowadays, diners interact with restaurants (and most brands in general) through social media more than through websites. Just search for social media accounts for fast food chains, coffeehouses, and other restaurants you know—you’ll see what we mean.

Social media is a powerful platform for engaging with customers who may not have found you offline. You can post fun behind-the-scenes videos, live streams, and high-quality shots of meals that may catch the eye of an audience who has yet to discover you. This content can whet their appetites and encourage them to drop in to your restaurant.

Leverage social platforms like Facebook, X (formerly known as Twitter), Instagram, and TikTok to reach new and existing customers. These platforms can connect you with new customers, either directly through your content or indirectly when your existing customers share your posts with their friends and family.

Provide Unique Experiences

So far, we’ve focused on using digital tools and platforms to reach new customers, which is ideal, as online and mobile searches are popular starting points for foodie discoveries. But don’t underestimate the power of physical connection.

One of the best ways to reach new customers is to engage with them in live settings. That’s where unique experiences and events come in handy.

Host trivia nights, live music performances, wine tastings, and other local events that draw new faces to your restaurant. These occasions provide opportunities for people to see your logo and name, meet you and your staff, and, of course, sample your menu. More importantly, these occasions can forge meaningful memories and exchanges that associate your brand with positive experiences.

Implement Loyalty & Referral Programs/Rewards

Why not have your existing customers bring in new ones? Think of it as a referral.

People tend to trust recommendations from friends and relatives more than anyone else. If you encourage current customers to invite new people to visit your restaurant, there’s a good chance they’ll show up.

But you’ll need to give them an incentive. A loyalty program that rewards customers for returning and inviting friends is a good way to do this.

In an upcoming section, we’ll discuss loyalty programs in more detail, but essentially, you’re giving deals, discounts, swag, or other “gifts” to attract new customers.

Use Promotions Strategically

Deals such as “Buy One, Get One Free” or happy hour specials advertised in the right channel can entice new customers to try out your menu, especially if they’ve heard about you but haven’t visited yet.

Offer discounts to nearby businesses or meals for corporate lunches. That alone may introduce you to many potential new customers.

Reach Customers with Email and Push Notifications

Assuming you have customers’ permission to use their email addresses, send them newsletters containing exclusive deals, new menu offerings, and event invitations. The benefit of email newsletters is that they tend to have higher engagement rates than other forms of communication.

Ask for Online Reviews

While customers typically trust recommendations from friends and family, online reviews also give people strong cues as to whether they should (or shouldn’t) eat at a restaurant. A restaurant with multiple 4.5-star reviews will likely attract more new customers than one with predominantly 3-star reviews, or none at all.

So ask for reviews on Google Reviews, Yelp, or another platform. You can even incentivize customers to post honest feedback about their experience.

Collaborate With Local Businesses

Lastly, leverage the power of collaborations. You can partner with local businesses that offer a good fit through cross-promotions, such as providing healthy meal discounts to gym-goers at a neighbouring gym. This type of partnership exposes you to new potential customers who may not have otherwise discovered you.

Explore the types of businesses you partner with. For example, collaborate with local farms by sourcing their ingredients and highlighting the partnership on your menu. The farm may, in turn, promote your business to their customers or vendors.

Attracting New Customers is a Long Game

Using the right combination of these methods can help boost traffic relatively quickly. However, sustaining new customer growth is a long game, requiring patience, trial-and-error, and strategy adjustment to bring in the desired numbers.

Give it time, and keep monitoring and adjusting your acquisition strategy—you should eventually see consistent traffic through your doors!