marketing case study restaurant

Restaurant Marketing Case Study: Salerno’s Pizza

Since 1966, Salerno's Restaurant prides itself on quality Italian dishes made with the freshest ingredients. For over 50+ years, our customers enjoy the dining experience in our family-operated restaurants and never go home hungry.

Salerno's Pizza operates multiple locations in the Chicagoland area, at Bolingbrook, Chicago, Oak Park and Lyons.

CHALLENGES:

Here were the top 3 challenges identified by management:

• The business was not effective online. It was not digitally engaging and attracting online customers in spite of it's established brand reputation.
• The existing Salerno's website and online ordering were not working. They were not driving online sales.
• Too much commissions were paid out to Grubhub (over 25%) and other 3rd party ordering.

MARKETING PROJECT:

A digital transformation project was kicked off in March 2016. The goal of the project was to drive online sales and growth through digital engagement.

Click to watch video

RESTAURANT MARKETING CASE STUDY

The Digital Restaurant team provided strategy, web design, and marketing services. 

The Digital Restaurant team performed a detailed SWOT analysis to understand strengths, identify any weakness and uncover any threats and opportunities for the restaurant locations. The team then developed a plan to implement the "growth marketing program".

GROWTH MARKETING PROGRAM  - is our 5-step process, a proven success formula for independent and small-chain restaurants to grow sales. The program has a clear strategy yet agile in implementing new marketing tactics to achieve the desired results.

Web Design:

A restaurant website re-design project was launched. The goal of the web design was to provide an easy user experience for customers looking to order online.

A metric was established by asking the simple question "Would the customer prefer to order pizza on a busy night by calling the phone or order online on the computer, tablet or mobile phone ?"

We would measure success from actual feedback received from customers.

Within 4 weeks, a new website was launched and a new online ordering system set up with complete POS integration at all Salerno's locations. This ensured a smooth operational flow of online orders directly to the kitchen.

Next, the website was SEO optimized and local presence established on various local directories to drive online traffic to the business.

A custom Salerno's mobile app was designed and launched with integrated mobile ordering, rewards program and social integration . An innovative mobile approach ( Progressive Web Apps ) was implemented to eliminate the barrier of customer mobile app adoption.

With a solid digital foundation in place, the next step was to develop a 52-marketing calendar to launch campaigns to effectively engage and drive customers to the business.

Multi-channel nurturing and conversion campaigns were launched over email, social, website, and advertising. Customized offers and promotions were created for each location depending on business needs.

The next marketing strategy was to reduce 3rd party ordering channels (GrubHub, Eat24, MyPizza.com, Beyond Menu, Doordash, Slice, etc) and redirect customers to Salerno's own website and mobile app for online ordering.

This was done by first making it easy to order directly from Salerno's website and mobile and providing coupon incentives to order directly. This helped realize savings by eliminating the 10-25% commissions paid to 3rd party online ordering companies, in addition to building the brand and customer loyalty to the business.

The results can be seen from Google search results below. The restaurant website is the top of search results and all 3rd party ordering links have been eliminated, thus preventing the leak of traffic and revenues.

Growing the customer email database organically was a strategy decision made early to be able to cost-effectively re-market in future. As a result of integrating multiple email acquisition channels, the email list has grown over 5 times in 3 months compared to the last 2 years prior to March 2016.

Social media pages for all Salerno's locations were optimized and aligned to the branding strategy. Per the integrated marketing calendar engagement campaigns, we launched through the social, email and website channels.

Benefits Realized:

Here are the results within the first 90 days of the initiative:

- Reduced phone orders during busy times (Fridays & Saturdays) as more customers are ordering online. Ordering online is easier, faster and accurate compared to phone ordering, in addition to no wait times.

- A significant increase in online sales at each of the locations.

- Fewer customer order errors when ordering online compared to phone orders.

- Reduced customer complaints due to reduced order errors and streamlined order taking and order fulfilment.

- Rapid customer email list growth. 100% organic, no need to buy lists.

- Increase in social media engagement.

- Reduction in online order commissions from 3rd party online ordering.

- Real-time customer feedback has helped improve operational efficiency.

- Active reputation management is done now by responding to immediate customer feedback vs responding to negative yelp reviews.

With a combination of digital strategy + web design + marketing, Salerno's is positioned to continue on a growth trajectory with its marketing function supporting the business growth plans. The Digital Restaurant team continues to be the marketing partner in Salerno's success.

Watch video to learn about the results achieved as shared by Emilio Morrone, Marketing Director for Salerno's Pizza.

Hello I'm Bella, your AI assistant. Feel free to ask me any questions regarding our business, food, or menu, and I'll do my best to provide you with the answers you need.

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

Case Study: Which Customers Should This Restaurant Listen To?

• Sandeep Puri,
• Kirti Khanzode,
• Alison Beard

Half want something new, but half don’t want it to change.

Rohit was juggling eggs. Smooth, brown ovals—in one hand or the other for a split second, and then up, up, up in the air. First there were three, then four, then five— Where are they coming from? he wondered—but he kept his arms moving and the loops going, and the crowd in front of him cheered. Where am I? Who are these people? He wanted to look around but knew he couldn’t take his eyes off the eggs. Then, suddenly, they changed into different things: a chicken leg, a courgette, a tomato, a potato, and a bag of lentils. He tried to keep juggling, but his fingers slipped on the slick chicken skin, he tossed the lentils too low and the potato too high, and everything came crashing to the ground. He looked down, but the mess wasn’t what he expected. All around him were broken eggs—dozens of them—whites and yolks oozing out through splintered shells.

• SP Sandeep Puri is an associate professor at the Asian Institute of Management, in the Philippines.
• Kirti Khanzode is an associate professor at the Institute of Management Technology in Dubai.
• Alison Beard is an executive editor at Harvard Business Review and previously worked as a reporter and editor at the Financial Times. A mom of two, she tries—and sometimes succeeds—to apply management best practices to her household. alisonwbeard

Partner Center

Case Studies , Social Media Management

Restaurant Marketing Case Study: Increasing Local Visibility With Social Media

April 28, 2023

Social media is a powerful restaurant marketing tool that can be used to increase local visibility and build an engaging presence. The reach of social media is far and wide, and it can be a great way for restaurants to connect with potential customers in their community.

In the digital age, customers are increasingly looking for convenient and interactive ways to find out about local restaurants and dining options. With the right strategy in place, restaurants can use social media to reach a larger audience.

For example, restaurants can use social media to promote their specials and discounts, create buzz around new menu items and even run contests or giveaways. They can also use social media to communicate with their customers, answer their questions and provide customer service.

Social media is also a great way for restaurants to showcase their unique personalities, allowing them to create a memorable brand and stand out from the competition. Restaurants should use social media to create a unique brand identity and build relationships with their customers.

Local pizza shop drives local visibility with social media management

One local pizza shop witnessed first-hand just how powerful the right social media management strategy can be for driving local awareness and visibility.

Over the past 180 days, they saw hundreds of thousands of impressions, thousands of clicks and dozens of conversions.

And, while social media management hasn’t led to many direct conversions for this pizza shop, it’s played an invaluable role in building brand awareness in their community, leading to more direct searches. Plus, their efforts on Google Business Profile and Facebook have helped them get found in local searches.

Compared to the previous 180-day period, they’ve seen a 40% increase in clicks and engagements, and a 44% increase in conversions and a 119% increase in new website visits. Best of all, they did it while also spending 15% less than the previous period on marketing.

How did they do it?

They maximized their social media management efforts by focusing on the platforms most popular with their local customer base — Google, Facebook and Instagram.

Optimizing their listings on Google Business Profile and other social media platforms made them stand out from other local pizza shops in their area, and helped them get found in “near-me” searches.

Another way they made their business stand out on Google and popular social media platforms was to get lots of five-star reviews.

Posting on their social media profiles on a regular basis helped them create an active online presence and connect with potential customers. And, by using the right hashtags, they ensured that the right people found their social media content.

By posting a variety of content, from promotions and discounts to pictures of their mouth-watering pizza and humorous gifs, they were able to create a strong, memorable brand identity.

Overall, social media is an invaluable marketing tool for restaurants hoping to build their local visibility and achieve success. With the right strategy in place, restaurants can use social media to reach a larger audience, engage with customers and spread the word.

Build, manage and grow your small business with Marketing 360®

Marketing 360® is a singular platform  that offers everything you need to  build a modern, professional website ,  launch ads on popular channels ,  manage all of your contacts, projects and deals ,  schedule out social media posts ,  monitor your SEO performance  and so much more, plus  the marketing team you need to grow your business .

See our plans and pricing.

Account M27196 Screenshots taken on 4/25/23

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.

Get Plans and Pricing Below

Social Media Management

The Ins and Outs of Social Media for Dentists

Case Study: Plumber Wins With Social Media Management

Case Studies , Reputation Management

Case Study: Property Management Uses Reputation Management to Learn About Customer Satisfaction

Case Studies

Case Study: Furniture Store Sees Conversion Rates Skyrocket

Instagram for Dentists: Showcasing Smile Transformations and More

Case Studies , Social Media Marketing

Case Study: Furniture Store Boosts Visibility With Social Media Giveaway

Get the know-how to get ahead.

Get business, marketing and sales tips written by experienced industry practitioners. 100% free. Cancel anytime.

• Email address *

See why Owner.com is the top-rated restaurant marketing platform in the world

Learn more about how restaurant owners have used our platform to maximize their success online. In these case studies, we’ll share the real numbers from real restaurants – before and after using Owner.

Rated 4.9/5.0 stars on G2 and Capterra across 100+ reviews

Trusted by thousands of restaurants

Don't just take our word for it: see why we’re the #1 rated restaurant marketing platform in the world.

Leader Position Winter 2024

Rated #1 Restaurant Marketing Software

“Owner.com is a must-have for succeeding online as an independent restaurant today. In our first 30 days, we saw a 10% increase on over $100,000 in sales”

+$112,000 Sales

+54% Growth

+$29,000 Savings

“Since we started using Owner 3 years ago, we’ve done over $2,000,000 in direct online sales and grown from 1 to 6 locations. It gives restaurants superpowers to succeed online.”

+$2,000,000 Sales

+970% Growth

+$435,000 Savings

“The platform has been like a superpower for restaurants that increases sales and drives new customers consistently.”

+$3,000,000 Sales

3 Locations

+$1,000,000 Savings on fees

“Now that we’ve used Owner for 1 year, I can say confidently that it is the best technology in our restaurant. We’ve increased direct online sales by over $77,000 in the past 10 months alone.”

+$91,000 Sales

+47% Growth

+54% Savings

“We’ve more than doubled our direct online sales since starting. I didn’t think having our own app would work, but our regulars love it and use it constantly.

+ $72,000 Sales

+$19,000 Savings

“Owner.com is a must-have for succeeding online as an independent restaurant today. In our first 30 days, we saw a 10% increase on over $100,000 in sales.”

+$150,000 Sales

+377% Growth

+$70,000 Savings

“The best part is your customer service. It’s so quick and friendly; it just made my life easier. If somebody asks me, I recommend Owner”.

+$25,000 Online sales

+160% Growth

+$100,000 saved in delivery fees

“Families and friends who are using DoorDash or Grubhub, I would recommend to check Owner.com out. Don’t take my word for it, read the reviews, see their videos, and just give them a call, because it can save you a lot of money.”

+$104,500 Sales

+8500% Growth

+$31,000 Savings

Making online growth easy for restaurants.

• Restaurant Website
• Online Ordering
• Custom Mobile App
• Zero-Fee Delivery
• Automated Marketing
• See What's New
• Restaurant Marketing
• Restaurant Promotions
• SEO for Restaurants
• Case Studies
• Comparison Hub

(510) 630-2397 [email protected]

530 Lytton Avenue 2nd Floor Palo Alto, CA 94301

• Website Terms
• Restaurant Agreement
• Platform Terms

Get a free demo to see how Owner.com can help you increase sales, save on fees, and drive more direct orders

• Canada (EN)
• Canada (FR)
• Deutschland
• Netherlands
• United Arab Emirates
• United Kingdom
• United States
• Take reservations
• Market your restaurant
• Run smoother shifts
• Sell events & experiences
• Manage reviews
• Manage guest profiles
• View all restaurant solutions
• Robust reporting and insights
• The largest diner network
• 24/7 customer support
• For restaurants
• For restaurant groups & enterprise
• For bars & wineries
• For hotels & casinos
• Integrations
• Pricing and plans
• View all industry insights
• Industry expertise Get advice and tactics from top industry authorities.
• Hospitality Find out how the most successful restaurants make every guest feel like a VIP.
• Marketing Learn how to bring new guests to the table with the latest tech, tools, and ideas for every marketing budget.
• Operations How to iron out operations for shifts smooth as butter.
• Industry trends
• Product innovation
• Advisory board
• Case studies
• Get started

The complete guide to restaurant marketing strategies

Restaurant marketing attracts new customers, keeps regulars coming back, and sets one restaurant apart from the crowd. It’s more important than ever to make savvy marketing central to your business. In this complete guide to restaurant marketing, we’ll cover everything you need to know to take your restaurant to a new level of success.

Quick links What is restaurant marketing? Why is restaurant marketing so important? How to develop a restaurant marketing plan What is the right restaurant marketing budget? How to use social media for restaurant marketing How to use paid advertising for restaurant marketing How to use email marketing

What is restaurant marketing?

Nobody got into this business for the love of marketing, so restaurateurs can be forgiven if they lack expertise and interest in this part of the work.

Let’s start with the absolute basics: Restaurant marketing refers to the strategies and tactics that restaurant owners use to promote their business and attract customers.

In the competitive landscape of 2023, effective marketing is a key driver of growth for restaurants and all other businesses. Ignore it at your peril.

There are tons of types of restaurant marketing these days. You’ve got the old ways: traditional advertising methods such as signs and billboards as well as print and radio ads. Then there are the newer ways: digital marketing tools like social media , email marketing , and search engine optimization (SEO). And the quest to land media coverage on TV, in print, and online, also known as “ earned media ,” is eternal.

The good news is that you don’t have to do every kind of marketing under the sun. The secret sauce of successful restaurant marketing is to pick the strategies that work best for your specific restaurant, guests, and goals.

Why is restaurant marketing so important?

Today, restaurant marketing is essential for success. This is just as true for independent mom-and-pop restaurants as it is for large chains. The restaurant industry has been evolving at warp speed and so have the wants and needs of guests.

It’s vital to have a thoughtfully planned and expertly executed marketing strategy to magnetize the right people. Regularly brainstorming restaurant marketing ideas should be built into your workflow.

Not only does marketing put butts in seats directly, it also builds your brand identity and reputation as you continually get the message about your restaurant out there over time. Through marketing, people can get to know you, your menu, the kinds of events you host, and even your team before they ever step foot in the restaurant.

Social media platforms, an OpenTable profile page, email marketing, and paid advertising can all be used to entice potential guests through the door and drive traffic to the restaurant’s online presence.

But even when guests aren’t dining with you, marketing helps you stay top of mind between visits, driving repeat visits and creating loyal customers. By staying in touch with guests in their inboxes, through social media posts, and elsewhere online, restaurants nurture relationships that keep their brand relevant.

How has restaurant marketing changed over the years?

Pre-Internet, old-fashioned marketing methods such as print ads, radio ads, direct mail, and billboards were the best ways for restaurants to promote themselves. The rise of social media has completely remade this marketing landscape.

Today, there’s a staggering variety of digital marketing tools at your disposal: Instagram, Facebook, TikTok, Snapchat, YouTube, email, Google ads, Boost campaigns , and Bonus Points campaigns to name a few. These tools let restaurants target guests in amazingly specific and effective ways.

All this tech has also made it easier for restaurants to collect data about guest preferences and behavior, allowing them to create highly personalized marketing campaigns and tailor their offers to the needs and wants of specific groups.

In a way, digital marketing has leveled the playing field in the industry and given small and independent restaurants a chance at competing with larger chains. It’s clear that those who prioritize digital restaurant marketing strategies and stay up-to-date on the latest trends are more likely to see sustainable success in the years ahead.

How to develop a restaurant marketing plan

The first step to uplevel your restaurant marketing is to create a marketing plan. In a nutshell, a marketing plan is a blueprint that outlines your marketing efforts for a specific time period.

It spells out your marketing objectives and actions as well as the results you want to achieve. It takes some effort to put a plan like this together, but it will save time in the long run.

A simple but strategic marketing plan can help you identify your ideal guests, set concrete goals, allocate resources wisely, and create campaigns that get results.

Here’s a step-by-step guide on how to create your marketing plan:

Do some market research Start with a clear-eyed look at your competition. This will help you identify your target audience, understand their wants, and create marketing messages that resonate authentically with them.

Set clear goals Describe your desired outcome in specific terms. These might include target sales numbers and guest loyalty benchmarks.

Set your budget Allocate a realistic and specific amount of money for your marketing plans. This will help you prioritize your marketing efforts and ensure you get the best ROI .

Choose your channels Determine which marketing channels are the most effective for reaching your desired guests, such as organic social media, email marketing, or paid advertising.

Sketch out a content calendar Plan out your marketing activities for the month or the quarter and decide when you’ll do them.

Who is your ideal guest avatar and how to create one?

The ideal guest avatar can be like a decoder ring for your whole marketing strategy. Simply put, an ideal guest avatar is a fictional representation of your restaurant’s ideal regular. It’s a profile that includes demographic information, interests, behaviors, and pain points.

By creating an ideal guest avatar, you can better understand your guests and send marketing messages that feel like you’re talking personally to them.

4 steps to creating your ideal guest avatar

• Gather and review information about your guests. Use tools like surveys, customer feedback, guest notes, and social media analytics to learn more about their preferences and behaviors.
• Create a profile that includes details such as average age, gender, income, occupation, hobbies, and preferred dining occasions for some imaginary person who would be your dream regular.
• Give your ideal guest avatar a name and a backstory. This will help you imagine them as a real person with specific needs and motivations. Think about the challenges they face when dining out. Consider how your restaurant can solve these problems and provide a special dining experience that exceeds their expectations.
• Use your ideal guest avatar to guide your marketing efforts. Create content and creative promotions that speak directly to their interests. Customize your messaging and advertising to appeal to your ideal guest avatar and use social media platforms they frequent.

By creating a strong connection with your ideal guest avatar, you can build a loyal customer base and increase your restaurant’s revenue. It’s counterintuitive that marketing to a single imaginary guest can help you draw a lot of new people to your restaurant, but it’s a time-tested marketing strategy that gets results.

What is the right restaurant marketing budget?

Finding the sweet spot in terms of how much to spend on marketing is notoriously tricky. You want to get as much out of those dollars as possible. Overspending and underspending are both real risks.

The first step to determining the right marketing spend for your restaurant is to set a budget that feels comfortably within your means. Determine how much you can really afford to spend on marketing each month or quarter, and stick to that budget.

Next, decide on your channels, such as social media, email, paid search, etc. These options all come with different price tags and varying bang for the buck. Once you’ve chosen your channels, decide what you want to spend on each. Think through the potential reach and effectiveness of each channel.

Over time, you’ll be able to get granular about the ROI for various types of marketing and that will shape your plan and budget as you move forward.

If one particular marketing channel is performing very well, it’s time to increase the budget there. At the same time, keep your eyes peeled for underperforming channels so you can move that money into marketing that works.

How to build a strong restaurant brand

Branding can be an overlooked form of marketing because it’s less quantifiable than other strategies. Building a beloved restaurant brand requires showing up with clear and consistent messaging over time. It takes strong visuals, memorable dining experiences, and media savvy.

Following these tips to build a brand that wins fans:

Define your brand by your values

Start by laying out the restaurant’s values. This will help you create a clear and consistent message that resonates with your target guests. Many restaurants have core values of community, fun, or social justice.

If things like sustainability and community service matter to you, shout it out. Many customers are drawn to restaurants that prioritize values they share. Highlight your efforts in these areas to build a strong brand that resonates with people.

Hone a visual identity

Your visual identity includes everything from your logo and color choices to the look of your menu and website. Make sure all visual elements are consistent and reflect your chosen vibe.

Focus on the guest experience

The experience your guests have at your restaurant makes or breaks a brand. Make sure your service is friendly and welcoming, your food is high-quality and consistent, and your atmosphere is warm, memorable, and preferably Instagrammable.

Engage on social

Social media marketing is a powerful tool for building your brand and engaging with guests when they aren’t in the dining room. Show off your food, people, and events—anything that brings your restaurant’s personality to life. If you come across a negative review online, respond and try to make it right if possible.

How to optimize your website for SEO

As more and more customers are turning to online sources to pick restaurants and make reservations, you’ve got to have a strong online presence. You want your restaurant’s website to be optimized for search engines (SEO) .

It doesn’t have to be complicated. Use words on your website that you think potential guests will search for. Place these keywords throughout your website, especially on your menu items description and about page.

A website’s structure and navigation also play a role in SEO. Make sure it’s easy for visitors to find the information they’re looking for , such as the menu, hours of operation, and contact information. Also, check that the website is mobile-friendly. Most people will be looking at it on their phones.

Overall, optimizing your restaurant’s website for SEO can boost online visibility and drive more guests through your doors.

How to use social media for restaurant marketing

Social media has become an essential tool for marketing in all industries. With billions of active users, it’s a powerful way to engage guests and potential guests.

If you aren’t already active on social media, start with one platform where you know your guests spend time. Post the best photos and videos you can. Don’t forget to keep the “social” in social media by actually having conversations with followers. When people comment on a post, reply. Pose questions, ask for suggestions, and repost things your guests share about you.

Using social media for restaurant marketing can help increase brand awareness, drive traffic to your website, and ultimately boost sales, both on-premise and through online ordering . Remember to track your results to refine your approach over time.

How to use paid advertising for restaurant marketing

Paid advertising, also known as paid media , can be a powerful tool for restaurant owners looking to build brand awareness and attract new guests. On the flip side, the world of paid advertising can be confusing and expensive.

If you’re going to invest in paid ads, spend some time investigating which are the right advertising channels for your restaurant. Google ads and Meta (Facebook and Instagram) ads are popular choices, but they’re far from the only ones. Research the different options and choose the channels that best fit your restaurant’s goals.

When investing in ads, you want to make sure you have the most effective ad copy and visuals as possible. It may be worth the money to enlist a professional to create the kind of polished ads most likely to get results.

Setting and sticking to a budget is also crucial for successful paid advertising. Start with a smaller budget and test different strategies to find what works best for your restaurant. And always track your metrics and know your ROI. That way you can adjust your strategy to maximize the benefits and minimize the risk of wasting money.

How to use email marketing

In the digital age, email marketing is an essential tool for any business to reach customers.

For restaurant owners, email marketing can be especially beneficial. Here are just a few reasons why your restaurant should be using email marketing:

Drive repeat visits

Send personalized messages to your guests that invite them to come back to your restaurant, especially when you haven’t seen them in a while. This can be in the form of special offers (such as buy one get one free), loyalty rewards, or even just a friendly reminder that you’re open. Repeat customers, aka regulars, can make or break a restaurant.

Compared to most other marketing channels, email marketing is relatively cheap. It allows you to reach a large number of people at a low cost. Email can provide a significant return on investment.

Track results

Email marketing campaigns can be easily tracked, allowing you to see how effective your campaigns are and make changes accordingly.

Effective restaurant marketing drives growth and sets your restaurant up for success. By developing a strategic marketing plan and making the most of select channels you can win a steady stream of new guests and foster loyalty in your customer base.

Explore more articles

• Restaurant reservation software
• Digital marketing solutions
• Restaurant table management
• Online ordering for restaurants
• Experiences
• Reputation and reviews
• Relationship management
• OpenTable integrations
• For restaurant groups
• For bars and wineries
• For hotels and casinos
• The best customer service
• Private dining
• Data & security
• Online waitlist
• Benchmark reporting
• Direct messaging
• About OpenTable
• New on OpenTable

Need help deciding which option is best for you? Give us a call at

(866) 951-7154

• Privacy Policy
• Terms of Use
• Cookies and Interest-Based Ads
• Do Not Sell My Info (California)

Get the latest resources to help power up your hospitality.

By signing up, you agree to our privacy policy . You also agree to receive marketing communications from OpenTable about news, events and promotions. You can unsubscribe from OpenTable emails at any time.

Case Studies

• Apple Butter
• Pizza Pilgrims
• The Good Egg
• CORD by Le Cordon Bleu
• Studio Frantzen

To find out how our approach can help you - 020 3301 5305 or --> send us the form below with some basic information and we’ll be in touch to discuss the finer details.

• Hidden Post Custom Field
• Phone This field is for validation purposes and should be left unchanged.

• Case Studies
• Creative Graphic
• Business Solutions
• SEO Strategies
• Email Marketing
• Youtube Ads
• Facebook Ads
• Instagram Ads
• eCommerce Website
• Business Website
• Graphic Design
• Social Content Creation
• Startup business
• Lead Generation

From hidden oasis to uncovered paradise.

Case study overview.

Case Study Snapshot

• Saga Bar is one of Sydney’s hidden nightlife gems, priding itself on its tropical, Southeast Asian-inspired interior design and fantastical cocktails.
• Its status as a hidden oasis however, reduced its visibility online, thus limiting its ability to attract customers on a nightly basis. They approached us to fix that problem.
• Our work on their website, social media and Google Ads shone a light on the bar, increasing their digital presence and bringing in more customers through their mysterious doors.

Join in on the success!

Give us 30 minutes of your time and we’ll show you how we can deliver results that move your business forward.

The Challenge

A hidden nightlife hotspot that had become a little too hard to find..

Our client had long been a hidden oasis in Sydney’s nightlife scene. While this reputation as a mysterious bar provides some allure, Sage bar struggled to appeal to the wider audience. They looked to refresh and revitalise their website to attract more visitors to the sultry doors of their bar and restaurant. They also entrusted us to create a social media Influencer campaign that increased their digital presence, and would generate more bookings and reservations for their recently refurbished bar.

The Solution

01. web design, we built a website that looked just as good as the bar itself..

With eyes on the treasure, we went to work on creating a website that embraced the mystery, luxury and magic that the bar prided itself on. Taking inspiration from South East Asian, Indian and Middle Eastern cultures, we combined colour, layout and copied to create an aesthetic that brought together the best of these exotic regions into one unforgettable establishment.

We also made sure that the website was smooth and easy to navigate. Visitors would be able to find necessary information such as menus, opening hours and reservation pages, as easily as possible. The backend of the website was also taken care of: loading times were cut down, and errors and bugs were solved.

Get the same amazing results.

We’ll show you exactly how we can do it for your brand. Get your free consultation with one of our experts today!

02. Social Media

Spreading the word with social media content and influencers..

↑ 1 Million

We then employed a paid social media ad campaign to help improve our client’s reach and increase traffic to the new website. We conducted market research to target the best audiences before creating bespoke content and developing Facebook and Instagram Ad campaigns with a range of different goals and objectives such as reach, engagement and lead generation.

To further drive awareness, we worked with noted Instagram Influencers, from micro-influencers to those with large followings – asking them to visit the bar and create content about their experience there. Our work with our influencers created buzz amongst their communities, drawing attention to the Saga Bar. This content would then be promoted on our client’s own Instagram profiles.

03. PPC Campaign

Shining a light on saga bar with compelling search ads..

The final strategy we implemented was Google Ads. Google Ads in a wide variety of sizes and placements showcased the experience of visiting the bar, including its interior design, and its food and drink offering. The ads also invited users to click and learn more. Each ad led to a reservations landing page where users would be able to make a booking. Additionally, we placed relevant ads on YouTube in the form of video advertisements and banner ads for further exposure.

Case Study Wrap Up

Reaping the rewards of a comprehensive digital marketing strategy..

Thanks to our combined digital marketing efforts and the teamwork between our digital marketers and our client, our bar client experienced incredible growth and successfully navigated a turbulent COVID-affected period of time. Our Influencer campaign alongside the high quality content we created for their social media profiles led to local buzz and hype which brought in more customers and patrons for our client.

Want to experience the same success and growth as Saga Bar?  Get your free 30 min consultation!

More Case studies

Interior Decoration Company

Clover Property Styling

Client Property Styling Company Expanding business...

Packaging Design

Aussie Made Skincare

Web Design / Branding Design /...

Real Estate Agency

Branding Design

Online Fashion Apparel Store

Web Design / Branding Design

Tutoring Business

Bathroom Retailer

Website Design / SEO / ...

Quick Links

• (02) 9746 8983
• Level 6, Suite 2A, Strathfield Plaza, 11 The Boulevarde, Strathfield NSW 2135 Australia

Get in touch

Subscribe for free marketing education

Have a project? 让我们谈谈

Official Partners

©ZipZipe 2022. All rights reserved | Privacy Policy | Terms & Conditions

Get up-to-date, actionable marketing insights delivered directly to your inbox.

" * " indicates required fields

A Case Study: How to Market Your Restaurant Website

Let’s talk some more about your restaurant website.

There have been a multitude of fresh restaurant marketing campaigns over the last three years leveraging email (yes, email), text, social media , mobile apps, reservation tickets, and many more channels.

Meanwhile, some restaurants are frozen in their decision-making — worried about hitching their wagon to the wrong partner or approach. We see independents and chains alike in this camp.

The reality is, no matter what you do “out there” to attract consumers, you’ve got that one asset — your website — just screaming for you to do more with it.

Our recent article about leveraging recipes is just one great example.

Of all your marketing channels and tools, your restaurant website matters most.

There’s a big difference between  having a website and  using  or even marketing  your website.

Just about every restaurant has at least some semblance of a website now. And I’m going to share one with you that’s an awful site — but very well leveraged and marketed.

But first, a special note:

Mobilegeddon just hit . Surely you’ve heard about this. Google gave us all a deadline for getting our websites mobile-ready. When people do a search via mobile device  using keywords that you want to be discovered with, they need to see a mobile-friendly website. Makes sense, right?

(We previously shared a series of restaurants who have done a great job with their mobile sites.)

If you’re not delivering a mobile-friendly web page to a mobile searcher, Google is going to penalize you by way of lower search rank. You can check to see whether your website home page, or any other individual page at your site, is mobile-ready using Google’s own tool for this .

For the purposes of the rest of this article, we’re focusing on the desktop version of your website. Let’s get to it.

Look at what this one San Diego restaurant has done to get more eyeballs on its website.

Let’s say you’re vacationing in San Diego, and you’re hankering for a pro-level burger here, preferably from a local burger joint. You’re ready for gourmet. The good stuff.

So you do a Google search for “gourmet burger San Diego.”

Now, if you were to do this right now from wherever you are, your results may differ slightly from mine, but here’s what I get, below. I’ve added the red and white numbers.

The #1 section above represents a list of Google Map’s results for your search.

The #2 section on the right is one of two areas where you would see pay-per-click (PPC) ads, if there were any (there aren’t in this case).

The #3 section represents Google’s organic search results (no ads).

I didn’t let my screenshot go further south than that first organic search result, but I’ll talk about those other results in just a minute.

Do you see what I see in that screenshot? Boomerangs.

Sure, I see Red Robin, too. And Bunz. But I don’t see The Habit. Or Burger Lounge. Or Five Guys. Or In N Out. Let alone any of the other major chains. I also don’t see Hodad’s, Corvette Diner, or Crazee Burger — all local spots with killer, gourmet burgers.

I see Boomerangs. It has just one, single location in San Diego. It’s sitting at a paltry 3.4 stars on Yelp. It has an awful website.

And yet, there they are.

Any of the aforementioned burger joints could just as easily have come up as Boomerangs with a search like this — especially given the massive marketing departments of some of the chains. And yet, Boomerangs dominates the gourmet burger search results in the 17th-largest metropolitan area in the United States.

And here’s what’s incredible about this…

Boomerangs’ website is bad. Really bad.

It is NOT mobile-friendly. It’s, dare I say, ugly. And when you try to order online, a whole new window opens up, taking you to their templated, barely-branded Eat24 website.

But we’re not talking about website design here. We’re talking about marketing (and architecting) your restaurant website. There’s a difference.

And really, there are two simple things they’ve done to accomplish this.

1. Restaurant Name

It’s may be “Boomerangs” to many people. And their restaurant website URL may be http://www.boomerangburgers.com . But how are they consistently referenced everywhere you go? Boomerangs Gourmet Burgers .

• If you perform this same Google search and click on the Yelp link at the very top of the results, Boomerangs is  #3 on Yelp’s list , with the title of “Boomerangs Gourmet Burger Joint.”
• When you visit their website, the title of their home page is “Boomerangs Gourmet Burger, San Diego restaurant…”
• Say what you want about Google’s algorithm and whether it puts any weight into into meta descriptions, but what is theirs? “Boomerangs Gourmet Burger San Diego…”
• The word “Gourmet” is also mentioned twice on their home page.

The point is, they have taken ownership of the phrase “gourmet burger” in San Diego.

2. Inbound Links

Notice the first bullet-point above? They’re not just listed by Yelp as a top burger joint in San Diego, that article includes a link to their website. But wait, there’s more.

What you don’t see on my Google search result screenshot are the following search results from #2 onward. So let me fill you in.

• The first organic search result below the map listings (next to the red #3 in the screenshot) takes you to Boomerangs’ own Yelp page, which includes a link back to Boomerangs’ website.
• The third organic search result is Boomerangs’ own website .
• The fifth organic search result is an article at San Diego Family’s website article listing “ Your Juiciest Burger Joints in San Diego ” and you know who’s mentioned: Boomerangs, with a link to their website.
• The second-to-last organic search result on that first page is a TripAdvisor page for — you guessed it — Boomerangs, with, of course, a link back to their website.

This is authority, folks.

Make sure reviews translate into links.

The lesson here is simple.

You need to prepare good food, provide good service, and have selected smart geographic locations for your restaurant(s). Sure.

Slapping up a website isn’t enough, either. Launching social outposts isn’t enough. Using these channels the right way is what it takes now.

A good review on authoritative websites is a step in the right direction. A LINK from that online reviewer — be it a list generated by Yelp, a local newspaper critic, or a Mommy blogger with a decent following — THAT is a LEAP in the right direction.

Awesome if a roundup of the best restaurants in town includes your restaurant, whether you’re #10 or #1. But a link from that article to your website matters more than the rank on that list.

After all you’ve read here, I don’t mind telling you that it’s unclear whether Boomerangs did ANY of this consciously. I haven’t spoken to them. But they sure benefitted.

Don’t leave without this last, crucial tip.

Boomerangs provides a case study in how to use your restaurant website effectively.

It’s more than having the site; it’s leveraging that site.

There are a multitude of long-tail keywords your independent restaurant can dominate search results with. What are long-tail keywords? Here’s what Wordtracker says about them:

If little old Boomerangs was able to put a stranglehold on “gourmet burger” in a metropolis like San Diego, what long-tail keywords and phrases could you own in your market?

This is a great way to capitalize on highly specific searches foodies and restaurant goers make.

What do you think?

About the author

Brandon Hull

Brandon is the original founder of NextRestaurants.com. He has helped thousands of restaurants implement innovative marketing strategies, campaigns, and tactics by incorporating new technology, in order to attract loyal guests.

You may also like

The Art of Juggling Multiple Social Media Pages for Your Restaurant

7 Proven Strategies on How to Increase Restaurant Sales

Irresistible Instagram Post Ideas to Boost Your Restaurant’s Engagement

Marketing Your Restaurant to Allergen-Conscious Customers

What Does Your Employee Dress Code Say About Your Restaurant?

Marketing Your Restaurant for Private Events

How Easy Or Difficult Is It To Market A Restaurant?

If one is looking to market a restaurant, then they must know the ins and outs of digital marketing. One has to stay abreast with the best practices and the updates as the customers are well informed and are in direct touch.

Our digital marketing experts at Let’s Goo Social have great experience in dealing with a number of restaurants and one such place is R K Agarwal’s Sweets & Snacks.

The recipe for success was the perfect blend of a solid marketing strategy and execution. We’d like to share with you the ingredients and steps of a restaurant digital marketing case study that made this recipe a grand hit!

R K Agarwal’s Sweets & Snacks:

Who are they?

R K Agarwal’s Sweets & Snacks is a restaurant having stores at two stores in the busiest parts of the city. They are traditional sweet makers with years of experience in the field with family brewed recipes. Their extensive menu has all the crowd favourites and is a great place to grab a quick bite as well.

1. Habibullah Road 2. Thanikachalam Road

Website: www.rkagarwals.com Facebook: rkagarwals -Facebook Instagram: rkagarwals – Instagaram

When the owner Rajat Gupta approached us, our strategy team understood the client’s whole requirement which helped in forming the way forward. The purpose was to:

• Increase brand awareness.
• Increase footfall/ store visits in both the stores.

Total Ad Budget:

Plan Of Action:

• Select and separate our target audience from a wide pool of people. Our team then created a marketing funnel that narrowed them down even further to a strong set.
• Targeting audiences interested in food and trying out different food within the area. Radius targeting was done to achieve this feet and our ads targeted specific genres of people.
• The team fixed on audience personas and performed meticulous keyword planning.
• Clean, attractive and appealing designs were used and pushed on Social media platforms like Facebook and Instagram.

Clean & attractive designs:

Heavily flooded content on the photo-sharing app Instagram and shared on Insta Stories too to create:

• strong brand presence in the target locations and
• bring in customer engagement.
• Relied on video ads to captivate the customer with appealing designs and product shots.
• To bring in new visitors and increase reach, YouTube Ads were used.
• Offers and offer ads were used for retargeting customers that had already engaged with the brand.

• Influencer Marketing was another main tool that helped bring in great traction and footfall majorly. We tapped famous foodies around the city and turned them into brand advocates. They were given a tour of the stores, a dive into its brief history and legacy and a taste of some of the items from their menu.

Influencer feedback:

• The influencers were then asked to give honest opinions and share pictures on key customer attracting factors like: taste of the food, service, ambience, price and more.
• Reviews on major food blogs and platforms were made for the audience to see and get an idea of the shop. This is a great point to note in this restaurant digital marketing case study.
• Reposting customer photos for future brand growth.

Influencer reviews and testimonials:

The results:

• The collective effort helped increase the footfall in both the stores.
• Honest influencer reviews and feedback helped increase sales by 50% after our marketing efforts.
• The audience is directly in touch with us so interacting and engaging with them was important.

Audience engagement post:

#LGSHappyClients – RK Agarwal's Sweets & Snacks To make our #clients happy & give their brand a whole new creative dimension, is what we do best. Thank you for letting us market your digital footprint.Brand: RK Agarwal's Sweets & SnacksMD: Rajath Gupta..#OurHappyClients #LGSHappyClients #LGS #DigitalMarketingAgency #OnlineMarketing #Testimonials #CustomerReviews #ClientReviews #HappyClients #HappyCustomers #SocialMediaMarketing #Chennai #Singapore #GoodReviews #LGSDiaries #GoodRating #Restaurant #FoodLover #RKAgarwals Posted by Let's Goo Social on Monday, May 20, 2019

Hope this restaurant digital marketing case study shed light on the best practices in the industry. As a Digital Marketing Company, our efforts are always towards helping the brand achieve their goals. We do this differently for different clients as one size does not fit all.

Would you like the same for your brand or business too? We suggest you tap on the blue button below.

Related Posts

Looking to spruce up your online presence so people visit your restaurant? Our Digital Marketing for restaurants guide will have you become an expert in no time.

Captcha: (8+2)?

• Youth Program
• Wharton Online
• Global Youth News

A Ramen Noodle Restaurant Case Study in Viral Marketing

Share Article:

Many students discover business and finance through our Wharton Pre-Baccalaureate Program , an opportunity for exceptional high school juniors and seniors to enroll in credit -bearing courses that teach all areas of business, from economics and data science to management and marketing . However, not all of them get to put their new knowledge into practice right away. When we heard about a summer 2022 Pre-bacc student who immediately began applying his skills to the family business, we wanted to know more.

Ietetsu U., 18, is a senior at Sacramento Waldorf High School in California, U.S., and also studies part of the year at Seisa Kokusai High School in Saitama, Japan (he’s a competitive fencer on the Japan National Team).

In May 2022, Ietetsu enrolled in MKTG 0001: Viral Marketing , an online Wharton Pre-baccalaureate course featuring Wharton marketing professor Jonah Berger . The course, designed around Berger’s book, Contagious: Why Things Catch On , teaches (among other things) powerful marketing strategies for companies and brands.

Through Pre-bacc, Ietetsu hoped to explore his interest in marketing, as well as invest some of what he learned into his family’s long-time ramen noodle business in Sacramento, Calif. The timing for new marketing strategies was ideal. Since opening Shoki Ramen House in 2009, building a devoted following, branching out to new locations, losing a restaurant to fire in 2018, and enduring the ensuing challenges of the pandemic, Ietetsu’s parents, Yasushi and Kathy, had decided to close their small business, renovate, and reopen one location in early 2023.

Pot Stickers and Take-out

Ietetsu has been integral to this process of renovation and relaunch. “We are reopening the restaurant with the new name Shoki’s Ramen, Gyoza & Koji and it will have a new broth on the menu, as well as ramen and pot stickers,” says Ietetsu, who has long worked in the family business training staff, managing social media , and helping his mom handle sales, labor and scheduling. “My dad plans on retiring after two or three years of the restaurant and he wants to do dishes that he learned from his past when he lived in Southern Japan. We will still have 30 or 40 seats available for customers to sit, but we’re moving away from that sit-down experience to a take-out format, which we had success with during the pandemic.”

Leading up to the grand reopening, expected by the end of March 2023, Ietetsu has been drawing on the strategies he learned in the Viral Marketing Pre-bacc course. “In the past I took social media very slow and didn’t really think about the market,” notes Ietetsu. “I would post pictures of our dishes, but I didn’t think about how to make my ideas stick. I learned in Pre-bacc that there is a lot of psychology behind marketing.”

He uploaded the first 15-second video , recounting the restaurant’s journey since 2007, on March 1, and plans to post other short videos featuring his father and details of the rebranding in the coming weeks.

Within 20 minutes of posting the video on Instagram, Shoki Ramen had more than 400 views and 100 likes (which has grown to 7,400 views, more than 800 likes and 86 comments). Soon after, Ietetsu heard from ABC10 in Sacramento with this message: “I was wondering if you were available for a call today or tomorrow to learn more about the grand re-opening of Shoki Ramen House? I saw your video on social media and it seems like quite a journey.” Good Day Sacramento and other media outlets followed close behind.

Shining a Light

Ietetsu is encouraged by the response to his short-video marketing strategy . After all, it did kind of go “viral.” He also has other ideas about using his Pre-bacc studies to improve marketing after the ramen noodles start swirling – with consistently “sticky” social media posts and messages that inspire word-of-mouth promotion among Shoki’s dedicated customer base .

Meanwhile, his Pre-bacc Viral Marketing experience has guided other important decisions in recent months – namely his college-application process. “This class helped to shine a light on what exactly I want to do,” says Ietetsu. “I took the class to explore my interest in marketing and business but was unclear if I wanted to pursue management or something else. Learning more at a college level helped me narrow it down. I’m applying to all colleges as a business-marketing major.”

Be sure to visit our Wharton Pre-baccalaureate Program page for more information and to apply to our next Pre-bacc session by the May 3, 2023 deadline.

Related Articles

Sunny san francisco seminar delivers a strong blend of education and resources, the 2019 kwhs investment competition finalists are ready for the regionals.

Connect With Us On Social Media!

• Restaurant Website Design
• Digital Marketing and Management Solutions
• Restaurant Marketing Blog

Restaurant Marketing Case Study: How I generated 841 NEW customers in 5 months

Here’s the insane truth about restaurant marketing:

There are WAY too many restaurants today that think posting “great content” and “word of mouth” is enough.

They say, “if I have great food, people will naturally come to my restaurant.”

If only it were that easy…

If your serious about acquiring 100’s of new customers, you need to be very systematic with how you create and promote your restaurant.

Otherwise, you’re taking the “hope and pray approach”: throwing a bunch of stuff online and hoping something works.

Well, today, I’m going to show you a technique that “almost guarantees” that you get new customers every time you launch an online marketing campaign for your restaurant.

The Digital Diner Method: (Turning Online Traffic Into Foot Traffic)

On March 11th I launched our first restaurant marketing campaign for a local client.

After executing “The Digital Diner Method,” the number of potential clients in our new database shot up like a rocket!

More importantly, our online traffic went up 1000% in just 30 days.

As a nice bonus, that single Facebook post has driven more than 6,300 engagements and generated over 1000 new clients.

The best part?

You can do the same thing for your restaurant, even if you don’t have a massive restaurant group budget.

The 3-steps to Using “The Digital Diner Method” to get 100’s of new customers a month with predictability

There are three steps to the Digital Diner Method.

And I go over all of them in this short and sweet video

{Video Coming Soon}

Like I mentioned above, here are the 3-steps that make up the Digital Diner Method:

Step 1. Find successful restaurants in your area and COPY COPY COPY!

Step 2. Target the right people

Step 3. build a database of potential customers and gently market to them moving forward

Here’s why this method works so well:

Have you ever eaten at a restaurant and said to yourself:

“Wow, this is amazing! I wonder what the 10 th best restaurant in the city is.”

Of course not.

It’s human nature to be attracted to the best.

And what we’re doing here is finding the best “restaurant” in your space and replicating what’s working and making it even better!

Suddenly, YOUR restaurant is what everyone wants to talk about (and eat at).

 Step # 1: Find Restaurants in the area that are killing it  

Find restaurants via a simple google search that is continuously exceeding the expectations of their customers.

See those shiny stars below? The more you have, the better the perceived customer experience is.

Your restaurant’s reputation can mean the difference between a packed house or a slow Friday night with empty tables and no one on the wait-list.

Now that you have your list find out what they’re doing right.

Review 1: Excellent food

Review 2: Too expensive but great service

Review 3: All around excellent experience

Things you should be looking for:

*How long have they been in business?

*What’s on their menu?

*What are they posting on their Facebook pages?

* do they have a loyalty program in place?

Copy, Copy, Copy

Your next step is to take what’s working for your competitors and start implementing these into your restaurant.

Before we get into generating actual customers, we want to make sure you can keep them!

Thank me later for saving you a ton of headaches and angry customers.

PRO TIP: The digital diner method only works if your 4 walls marketing (hyperlink) is in order.  In the restaurant business, the 4 walls , refers to the experience within the physical space — the food, layout, service, music, smells, lighting, signage, menu, atmosphere, training, etc

Keep reading…

We are now in the digital era, where potential customers have access to a ton of information before even stepping foot into your restaurant.

They have access to reviews, menu, website and how long you’ve been in business.

Most of the businesses you googled in step 1 have everything a customer needs to decide to visit their restaurant.

Here’s how you can take your existing restaurant to the next level:

Online Reviews

Oh yes, the dreaded yelp and google review. Many restaurants hate Yelp and other review sites, but you still must play the game, respond, and move the pendulum in your favor by being smart with how to handle them.

If you have subpar ratings, ask yourself why?

Feel free to shoot me a message to [email protected] if you are having issues raising your reputation, and I’ll gladly look at your reviews free of charge.

Consistent Service

Restaurant dining is not just about the food, at least from the customer’s perspective. When customers eat out, they seek an experience that leaves them feeling good. They’re likely to spend more money if they’re greeted warmly and treated with care and respect by the staff.

{{PRO TIP – To have excellent customer service, value your employees, teach them customer service skills, train them in problem resolution, encourage customer interaction and ask for feedback from customers.}}

Awesome Food and Drink Pictures

Let’s assume your restaurant serves good food, or you wouldn’t be in business, right?

People love to see what food and drinks are available in their area.

You don’t need a fancy camera or professional photographer to get people into your restaurant. Check out the picture below:

There isn’t anything fancy about this picture, yet it’s getting a ton of engagement from locals.

Or this picture:

Wow, that looks good! I’m starting to get hungry now! (These pictures were taken with an iPhone.)

Now that your restaurant is firing on all cylinders you are ready to start making money

Step # 2: “Targeting the Right People”

Targeting the right people is the linchpin of the Digital Diner Method.

Below is the targeting we used to generate 841 new customers in 5 months for our local client.

We want to target people who are going to spend money, right?

We have found on average people that come into the restaurant and spend money consistently are between the ages of 24-55

If you have a white tablecloth restaurant, your targeting will be different, and so on.

Location: 10 miles from the restaurant address

For this specific promotion (location targeting will vary based on the restaurant), we wanted to focus on potential customers within a 10-mile radius of their location. The larger the ad budget, the more people you will be able to reach.

If you are promoting a lunch special, you may only target 3 miles out, since most people are limited to 30 minutes to an hour for lunch.

Each promotion will have a different location targeting based on your conversion goals.

Gender: Women (we found that 75% of people who engaged in our local restaurants pages were women)

Look at the “insights” on your business Facebook page, and you can see the age, gender, etc. of people who engage with your page the most. Use these insights to set up your targeting.

Ad placement – (Facebook Feed Only as seen below)

PRO TIP – 99% of the ads we run are most successful when they run ONLY on the Facebook feed platform. I never recommend using “Automated Placement Settings” if you are a restaurant”.

Where you place your ads online is essential and will change depending on the type of ad you are running.

For this specific ad, our primary goal was to build a database of potential customers.

To opt-in to our loyalty database, our customers needed to leave a comment on our Facebook Ad.

Placing your ads on the “Facebook Feed” only will ensure we get the most engagement possible.

By leaving a comment above, the customer automatically received an opt-in message for our database followed up by a system-generated BOGO Coupon.

Pretty neat right.

Soooo how does all this work?

Step # 3 – Build a massive customer Database

So, you are probably wondering how we build this database in real-time?

Step 1.  The customer leaves a comment on our Facebook Post. (The automation is set up within our platform)

Step 2.  They receive an Opt-in Message via Facebook Messenger asking for their email address.

Step 3.   After opting in, a message with your offer is generated and sent to the customer. (This promotion generated over 2400 customers opt-ins. )

Step 4. The customer comes in and redeems. ( 841 customers came in and redeemed their initial BOGO offer)

Step 5. We track your sales in real-time with our ROI dashboard ($28,968.68 in total net sales after the discount was applied)

Demo the above process by clicking this link ( https://m.me/restaurantloyaltydemo?ref=w7843852 )

Clicking the link above will generate a response in your Facebook Messenger. Make sure to click get started to see the demo.

(Below is the exact Facebook Messenger marketing flow used for this case study.)

This BOGO promotion generated over $28,000 in track-able revenue and 841 + new customers for a local restaurant client.

To recap, every comment left on the Facebook ad will route into your new marketing database.

What’s cool is that it pulls the customer information from Facebook, which creates a diner profile within our system.

We now have a complete profile on our potential customer: What they like to eat based on the comment they left on your ad, where they live, contact information, and so on.

Once the customer comes in and presents the offer, it automatically tags them as redeemed and adds the sales amount to their profile within our database.

Now that we have a database of potential customers, now what?

Now that we have a huge database of potential customers, we can re-target them for free with additional offers and promotions through Facebook Messenger, email and SMS (mobile).

We run monthly promotions which consistently generate and extra $5500 – $15,000 in additional revenue each and every month.

And it cost us absolutely nothing in terms of new marketing cost as they were already in our database.

Click here to see the full restaurant marketing case study for this client.

Is your business ready to generate 100’s of new customers a month?

Apply here and see if your business qualifies.

Click here to watch the video on how we use Facebook Messenger marketing strategies to generate 1000’s of new customers for our local restaurants?.

Author:  Christopher Breland

Christopher is a Home Chef, Foodie, Marketing Expert and Founder of River Crab Marketing... In that order! 😊

Related posts

Restaurant Case Studies

Browse our restaurant case studies below. we can also mail you real campaign samples in our free marketing kit:.

View proven-to-work restaurant marketing strategies including tried-and-true restaurant postcards! See actual mailing lists, restaurant postcard designs, frequency of mailings, and all the details of restaurant advertisements that WORK! Plus, each case study features steal-worthy restaurant advertising strategies for more new customers (and sales) all year long!

Get Free Samples

Delivered right to your home or office!

Get $50 Off!

We'll send you a $50 voucher via text.

Free Marketing Kit

Where should we send your free samples/marketing kit?

Talk to an Expert!

Skip →

Please close this window to continue browsing, or give us a call to get started right away., 1-800-628-1804.

Table of Contents

Zomato target audience , zomato digital marketing channels, digital marketing strategy of zomato , influencer marketing strategy by zomato , zomato's collaboration strategy , zomato marketing strategy 2024: a case study.

Zomato, when it began, wanted to become the best restaurant search and discovery tool. It offered comprehensive details on more than 1.4 million establishments in 23 countries. There were restaurant names, menu items, pricing, reviews, and other information.

It has evolved into an internet platform for meal delivery over the years. People can now use their app or website to order food from nearby establishments. Delivery personnel from Zomato pick up the customer's order from the restaurant and deliver it to the specified address. While talking about Zomato, let's also look at their marketing approach.

"If something does not go as planned, then the core team of Zomato is always ready to pick it up and go through the same afresh, making the necessary changes." - Deepinder Goyal, Co-founder, CEO, Zomato

Become a Certified Digital Marketer Today

People with smartphones and experience using apps between 18 and 35 makeup Zomato's target market. It aims to attract two customers: those who prefer to eat out and those who want to order food delivered to their homes. These groups frequently overlap. Its Zomato Gold program provides incentives for people to eat out and provides food delivery for those who need it.

People who are employed and need food in their offices, students who live in dorms and need food, those who lack the time or space to prepare their meals, and those who occasionally enjoy eating out are all included in this group.

Zomato utilizes Google Adwords for its search ad campaigns . It targets terms such as "food," "online ordering," "restaurant names," and many others. It aims to attract people who want food delivered to them. It also runs Google Display advertisements to target people on apps and websites from third parties.

On Twitter, Facebook, and Instagram, Zomato is active. It has 726k Instagram followers, 1,899,405 Twitter followers, and 1.42 million followers as of July 2019.

Zomato interacts with its audience by posting on popular subjects. The brand is aware of the nature of its audience. As a result, it promotes material that encourages people to share, discuss, and revisit it. To engage visitors online, it uses popular topics and publishes straightforward pictures.

Become a Certified Marketing Expert in 8 Months

During the 2016 Olympics, Zomato used Twitter to promote its brand. The brand used rings made out of coffee and claimed that if coffee drinking were a sport, they would get the gold medal. 

The "Pokemon Go" video game was another current hot subject. Zomato profited from it as well. Zomato used the famous Pikachu to promote its brand on Twitter.

Connecting with the audience was facilitated by posting on popular themes. Users probably don't want to ponder too much while using social media. In actuality, individuals utilize social media to enjoy and view humorous content. Expect your material to be shared when such content appears on their news feed. Of course!

Zomato's digital marketing strategy must be adjusted when new trends emerge. They will need to devise fresh strategies to get the interest of their customers. They are currently performing a fantastic job. They will benefit greatly from it if they put forth a continued effort.

These people are skilled in making the most of the Email Marketing tool. One of the cleverest and most effective tactics is Zomato's email marketing. Zomato keeps customers loyal to its brand by using appealing subject lines and a drive to action.

They ran an email marketing campaign on Amazon Prime Video with the theme of the renowned series Mirzapur, season 2. Subject lines referencing characters from Mirzapur were included by Zomato.

Additionally, it produced a CV for Biryani as part of one of its greatest email marketing methods. Food-related terms like "Curriculum Vitae of Biryani" were featured in Zomato. Additionally, it used the CTA "hire immediately" rather than "order now." That is how Zomato's email marketing strategy excels so well.

Zomato has advanced the concept of "hyper-local marketing" by promoting its material in regional tongues in addition to contacting micro-influencers. This increases Zomato's credibility by enabling them to connect with more people.

Zomato has placed a lot of attention on influencer marketing in its advertising strategy because it recognizes its potential. Whether a macro or micro-influencer, Zomato isn't afraid to go above and beyond and leverages its notoriety to grow its user base.

We are all aware of Zomato's funny takes on various scenarios via its tweets. Zomato provides content that will make its consumers smile, regardless of the issue they are now dealing with or the one they encounter daily. Additionally, its humor spreads like wildfire and has a powerful knock-on impact.

Memes are extremely popular on social media, and Zomato has mastered the technique of "meme marketing" because it recognizes its significance. The food tech firm generates a lot of organic traffic thanks to this content marketing technique, which eventually helps to increase its overall revenue.

Zomato is actively working with the government to ensure that its services can continue to run smoothly during the crisis, in addition to providing support to the thousands of people who are a part of their delivery network by creating a fund for them to cover any income they would have lost due to the crisis. Additionally, they made sure that their delivery partners had masks. 

Zomato has always been a pioneer in recognizing the value of videos and using them to its advantage on the YouTube platform. On YouTube, Zomato frequently has short, snappy, and unskippable video commercials with a subdued "call-to-action". It will therefore be appropriate to assert that video ads play a significant role in Zomato's digital marketing strategy .

Zomato as a brand leaves a lasting impression on the consumers, and therefore the brand is unforgettable. Do you want to deep dive into digital marketing case studies of other popular brands? Is it your dream to become an exceptional digital marketer ? Sign-up for our Post Graduate Program In Digital Marketing from SimpliLearn in partnership with Purdue University. The program is co-created with Facebook, and it has Masterclasses from Facebook and Purdue and Harvard Business Publishing case studies.Enrol now and start learning! 

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

Recommended Reads

Digital Marketing Career Guide: A Playbook to Becoming a Digital Marketing Specialist

A Case Study on Netflix Marketing Strategy

12 Powerful Instagram Marketing Strategies To Follow in 2021

Introductory Digital Marketing Guide

A Case Study on Apple Marketing Strategy

What is Digital Marketing and How Does It Work?

Get Affiliated Certifications with Live Class programs

Imt ghaziabad digital marketing program.

• Digital Marketing certificate from IMT Ghaziabad
• IMT Ghaziabad Associate Alumni status

Post Graduate Program in Digital Marketing & Analytics

• Post Graduate Program Certificate and Alumni Association membership from IIIT Tiruchirappalli
• Harvard Business Case studies, Capstone from 5 domains and 25+ hands-on course end projects
• PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

35 Restaurant Marketing Ideas To Attract More Customers

The restaurant industry is steadily growing, and operators expect competition to increase , so making yours stand out has never been more important.

This fast-paced industry comes with its challenges, but it also presents a wealth of opportunities for you to exercise your creativity and use unique restaurant marketing ideas to attract and retain more customers.

Here at Eventbrite , we’ve accumulated tons of experience working with restaurants and event organisers over the years — we’ve witnessed firsthand what sets successful establishments apart. In this post, we’ll take you on a journey from the fundamentals of restaurant marketing to cutting-edge restaurant marketing strategies that will give your restaurant a competitive edge.

Let’s begin by laying a strong foundation with the basics before we explore the exciting realm of advanced marketing techniques (including, yes, event marketing for restaurants!).

TABLE OF CONTENTS

Basic restaurant marketing ideas, easy restaurant marketing event ideas, advanced restaurant marketing event ideas, how to take your restaurant marketing ideas to the next level.

If you’re just getting started with your restaurant marketing journey, you might not know where to begin. Whether you’re the owner of a local diner or the marketing manager for a national chain, these are marketing ideas that can benefit any restaurant. But if you’re a seasoned pro looking for something a little different, read on for some special event marketing ideas in the next section.

1. Give solid service

It’s easier said than done, but great service can be one of the most important factors in customers having a positive experience and leaving good reviews. 

To give the best service possible, ensure your waitstaff or counter staff have plenty of time to train and adjust to your service standards.  

Creating a schedule that ensures sufficient staff to give good service is complicated by not knowing how busy you’ll be. Do some market research in your area to find out how many staff members a similar-sized restaurant usually has. If you want to give outstanding service, up it by one or two, especially in the first month after opening, when your staff won’t be in a routine yet.

2. Build a website

You already know that websites are one of the best ways for people to discover and get more information about your restaurant. But if you create a website that truly stands out, it can be more than just a resource for people already interested in your offer.

With a brilliant site, you can draw in people who didn’t even know they were looking for your restaurant — especially if you provide them with valuable resources.

A local restaurant guide, access to proprietary recipes, and blog posts on how to find quality local food are all great ways to attract people to your website without them looking for you by name. You might think you can do all this yourself, but speaking to a professional about your website content can help you get your website ranking high on search engines in a fraction of the time.

3. Keep an updated and well-designed menu online

You’ll be surprised to see how many restaurants don’t keep their online menus updated, so by doing so, you can stand out. A menu is also an opportunity to nudge your customers towards certain items you’d like to sell more of.

One study found that the most important aspects of menu design to get right are visual:

• Background colour and theme

By focusing on those aspects of your menu design, you can direct your customers’ attention and get them to try out some items they might not otherwise have been interested in.

4. Encourage reviews

Reviews are the second-most important factor for consumers when it comes to trusting brands. But sometimes, customers are reluctant to give a review, especially if they’re still in the restaurant.

Some restaurants offer promotions, such as a discount on your next meal, for customers who leave reviews. But it’s important not to push customers to leave only positive reviews, which would violate the terms of service of most review sites and possibly annoy your customers. If your website has a booking form, you can collect contact information on who has visited your restaurant and send them a thank you note afterwards, asking them to leave a review. Don’t forget to include a link to the review site to make it easy for them to do so.

You can also interact with past reviews, such as answering questions or addressing concerns expressed in the reviews. This signals to people who might leave reviews that their opinions are both respected and valued.

5. Maintain an active social media presence

It’s not enough to just post on social media when you have a new menu item or event. Social media gives you a direct line to your target audience, so take advantage of it.

Address their concerns, take their ideas seriously, and create lasting relationships with people who care enough to send a note on your social media page.

6. Start a loyalty program

When customers buy from your restaurant, offer them a punch card that gives them something for free on their fifth or tenth visit.

You can expand on this simple idea by offering other, smaller rewards at other checkpoints. For example, you could give them a free drink on their second visit, a side on their fifth, and a meal on their tenth.

7. Optimise for local SEO

Search Engine Optimisation (SEO) is the process of optimising web pages for organic search results. Local SEO means that businesses optimise their website to appear on maps and searches in their local area. This is extremely important if you want people looking for a restaurant to be able to find you.

Use tools like Google My Business to verify information about your restaurant, such as its location, hours of operation, and contact information. Reviews on your Google My Business page will increase your chances of ranking highly, which ties back to what we talked about earlier.

Additionally, include local keywords such as town or neighbourhood name or local landmarks (“we’re right next to Borough Market”) to your website content to make sure that your restaurant appears in local searches.

8. Offer discounts and promotions

This is one of the most well-known marketing techniques — for good reason. Everybody loves discounts, so offering them is a great way to attract new customers and keep existing ones. A few popular types of discounts you can offer are:

• Including a free side with a high-priced main course
• Group or family discounts
• First-time customer discount
• Opening or reopening promotion

But the most effective way to use promotions is to tie them to other customer behaviours that benefit your business. For example, rewarding customers for bringing in new customers or interacting with your page on social media has a marketing value beyond just getting a customer through the door. 

9. Spread the word in print

It may sound old-fashioned, but print marketing is still valuable. Print marketing gives a local touch to efforts that makes people feel more connected to local restaurants. You can use flyers, door hangers, posters, or even printed menus to spread the word about your restaurant. 

Make sure you include a call to action on your flyers like “Show this in-store for a discount” so customers know how to get their discount. You can also have coupons placed directly on the printed materials that people can simply tear off and bring with them.

10. Get a great sign

Make your sign stand out by using unique materials, bold fonts, or interesting artwork. That’ll help attract street traffic and build brand awareness for your restaurant.

But don’t get lost in the excitement of picking an eye-popping design. The most important thing about your sign is that it is recognisable and readable, so avoid low-contrast colour schemes, cursive writing, or positioning it where it’s hard to see.

Now we’ve covered some basic marketing ideas, let’s take a step further and talk about organising events at your restaurant as a marketing strategy. Although this is a little more advanced, it’s actually super easy to do and it’s a great way to promote your restaurant. 

You can create special events and promote them on your website, social media channels and in print. This will not only attract people to your restaurant but also give you more online visibility and let potential customers see that your restaurant is where the action is.

You can also create an event page on Eventbrite, which will make your event visible to anybody searching for something to do in your area. 

In this section, we’ll cover easy event ideas that won’t take too much of your time. In the next section, we’ll add unique and bold ideas that’ll make your place stand out.

11. Live music nights

Live music is a great way to attract customers. If your restaurant has a bar, you can offer free or discounted drinks to customers who come to listen to the band.

Take a look at THE WINE FACTOR as an example — they host live music nights on Fridays to attract new crowds.

12. Quizzes and game nights

Quizzes and game nights are attractive events for people who might not otherwise visit your restaurant. You can offer free food or drinks for winners or even offer the opportunity to play in a “champions night” with other past winners.

Themed trivia nights could also bring in more diverse audiences. Make sure to promote the event well ahead of time to encourage people to do some research and be prepared for their great night. Once you’ve set up an event page, you can use Eventbrite’s accessible Marketing Platform to promote your event on social media and via email.

13. Sports viewing parties

Sports viewing parties can draw a crowd and create an exciting atmosphere in your restaurant. You can offer discounts on food and drinks during the game or even hold special promotions if a local team wins or scores.

If you’re going to host sports fans, it pays to have the right setup. Make sure that all of the seats have a view of the game, and consider investing in a projector and large screen to really set your place apart.

14. Food challenge events

Food challenge events are sure to attract visitors and create some buzz. You can offer discounts or free food for customers who finish your biggest or spiciest dish or offer prizes for the quickest finisher. Check out event organiser Bird&Beer and its Hot Wings Challenge for some inspo.

15. Wine or beer tastings

Tastings are an effective way to draw attention to your restaurant. Be sure to purchase enough for everyone to sample, and offer food pairings with each of the tastings. You could even have an expert (like a sommelier or brewmaster) on-site to discuss each wine or beer.

A themed tasting, like this French Wine Tasting and Food Pairing hosted at PJ’s Chelsea Brasserie, can let you show off your restaurant’s speciality cuisine and offer interesting pairings for the guests. 

16. Themed food days

Themed food days can draw a new crowd to your restaurant — as well as add some variety to your menu for your regulars. Offer discounted prices on select dishes, or offer special items that coincide with the theme.

Take advantage of international food days and create a calendar for your themed food events. This will help you get organised and prepare your marketing (and recipes) in advance. For example, if you want to have a themed night to celebrate International Chop Suey Day, you’ll want to test your recipes and take some good pics so you can post them on social media and build up some excitement over the upcoming event.

To take things up a notch, you could even give customers a discount for dressing up to match the theme, bring in a guest chef, or offer a themed workshop on the cuisine you are featuring.

17. Networking events

Many businesspeople love networking — and social selling (using your social media channels to build connections with potential buyers) is a great way to network. According to LinkedIn, 78% of companies that rely on social selling outperform the ones that don’t. By hosting a business networking event, you can bring in a well-paid crowd that’s eager to come back for more.

Many cities have existing networking events. Rather than starting your own, search for them on Eventbrite and reach out to see if the group would be interested in trying your restaurant as a venue.

18. Kids eat free and family fun days

Offering a family-focused promotion is a creative way to introduce new people to your restaurant. You could even offer special activities for kids, like face painting or a magician, so that parents can enjoy their meal while there’s some special entertainment for the little ones. If you have the outdoor space, why not set up some fun games or rent an inflatable? Not only is it fun, but it might attract passersby to your restaurant.

19. Karaoke nights

Karaoke nights are a popular way for people to unwind, try something new, and get a drink with some friends. It’s also a good idea to bring in a separate karaoke company to handle the logistics so you can focus on serving great food and drinks.

20. Seasonal menu launch party

Like any other launch party , a seasonal menu launch party is a perfect way to help more people get to know your restaurant. Invite influencers and food bloggers to come out and try your new menu items and share their experiences with their followers. You can decorate the restaurant with some new seasonal details and talk to your produce suppliers. They might be interested in coming to the party and showing off their seasonal produce too bringing your customers closer to the food they’re eating and increasing their confidence in the quality of your ingredients.

21. Film screenings

What’s better than a good film and some popcorn? And a delicious meal made by your restaurant, of course!

Consider which wall or space you’re going to project the film onto and arrange the tables so that everybody has a clear view of the screen. And don’t forget the sound! Set up a surround sound system so that your guests can hear the film no matter where they’re sitting. 

One more detail —- make sure you have the legal rights to screen the film for your guests. If you show older films that are copyright-free, you won’t have to think about that.

22. Local art collaboration

Collaborating with local artists is a great way to show off the talent and culture in your area. You can have them create pieces specifically for your restaurant or even host events where customers get to watch the artist at work; or they can even create something themselves under the artist’s direction.

The best part of these collaborations is that they let you stand out from other restaurants. By curating the pieces, you can create an environment that’s unique and make sure that customers have something special to remember it by. 

US-based event organiser Mrs. Fish Restaurant in Los Angeles, California, stands out from other local spots. They even use the theme of the art show and match their food with the pieces as they did for their Japanese art, drinks, and sushi night .

Ready to move on to some higher-level marketing ideas? Now that you’ve covered some more simple event ideas, take your event marketing up a notch with these unique ideas that’ll make your restaurant stand out from the rest.

23. Local market partnerships

If pairing with individual artists for a gallery show sounded like fun, how about bringing a whole artisan market into your restaurant? It’ll be more bustling than you’ve ever seen before. 

You can even use search tools like Eventbrite to find existing artisan markets and see if they want to try a pop-up at your restaurant. If everything works out, it could become a regular event.

24. Food trend events

Food trends come and go, but if you get wind of one early enough, it could be a great way to draw in customers. Host an event that celebrates the food trend and lets customers sample it for themselves.

To keep your finger on the pulse, you could host a regular trends event and invite customers or people on social media to suggest your next theme. It’s a great way to engage with your customers and promote your brand.

25. Cooking workshop

Plenty of people wish they could cook as well as a professional chef, and this is your chance to show them how. Provide a cooking class for your customers to learn how to make one of your signature dishes. Add in some tips and tricks from the pros, and let each student take home their own creation or invite their friends and family to your restaurant to sample it.

Not only is it great fun for everyone involved, but it’s also a unique way to promote your restaurant — everyone will come away with a new appreciation for what you do. However, it helps to keep the actual cooking focused on a theme, like A tavola! does with its Italian Cooking Class .

26. Pop-up restaurants

Whether you’re hosting someone else’s cooks or taking your kitchen on the road, a pop-up restaurant can be a great way to get some buzz and bring in new customers. 

Set up shop in unexpected locations for a couple of days and offer limited-edition dishes. Make the event exclusive with tickets or reservations , or just make it an exclusive, upscale event like Sagebrush Hospitality did with Thistle.

27. Prominent guest cooks

Too many cooks spoil the broth? That’s old news! Instead of a pop-up event, try inviting a celebrity chef or culinary star to your kitchen to infuse your menu with new flavours and get access to their fan base.

It will draw lots of attention from people who may not have heard of your place before, and it’ll show your crowd that you take food seriously. Plus, these guest chefs can add their special spin to some of your existing dishes.

28. Themed tasting menu

Ever had customers say that they just don’t know how to choose between all the great items on your menu? Now you can tell them that they don’t have to. Just offer a themed tasting menu that takes customers on a mini tour of some of your best dishes.

Tasting menus are especially great for restaurants with larger menus, but they can also be a way for more focused kitchens to branch out and experiment with some dishes they aren’t as familiar with.

29. Catering events

If you’re looking for a bigger way to promote your restaurant, why not look into catering? It might seem like a big leap, but it doesn’t have to be. If you already provide delivery or takeout services, then catering should come naturally. 

A catering service spreads the word by placing your food in front of customers who may not know about your restaurant yet. Just make sure to wrap your dishes carefully and deliver them at the right time. Make the most of your branding by adding it to all the packaging. Catering is a great way to free yourself from location constraints and bring your food out into the wider community.

30. Food festival 

Attending an exciting food festival could be the perfect way to promote your restaurant to a whole new audience. You can set up a mobile kitchen under a tent, cook a few specialities, and show off everything you do best. Food festivals bring you closer to the public as you’re working out in the open, and you can talk to them while you cook. It’s a wonderful way to connect and let them see the real people behind your brand.

Try using Eventbrite to find local festivals to collaborate with. Events like The Surrey Food Festival attract thousands of foodies excited to try something new, and they can be a great way for you to promote your restaurant.

31. Virtual dining events

Got fans outside your city or who don’t want to wait in traffic to come to your restaurant in person? A virtual dining experience can help people enjoy your great food from the comfort of their homes. 

All you have to do is deliver your food to all the participants on the same day and have them connect to a virtual platform at a set time to enjoy their dinner with other online guests.

Make sure to package your food carefully, to be sure it’s still hot when it gets there. You could even provide special heating instructions so the diners can have fresh food that’s just as good as it would be out of your kitchen. Then, take your guests on a tasting tour and encourage them to interact with one another to make the virtual experience social and welcoming.

To make your online dining experience run smoothly, try using a dedicated virtual events platform like Eventbrite.

32. Food charity drives

Eating out can be a luxury, and it’s important to remember that not everyone is fortunate enough to be able to do so. You could host a food charity drive to provide meals for those in need while also promoting your restaurant.

Charity events can build your profile while giving a hand to those who need it most. They also provide an avenue for you to collaborate with other local organisations, which could give you networking opportunities for hosting other events in the future. A charity drive with a prominent nonprofit could be a door opener to a fundraising gala later down the line.

33. Cooking competition

Sometimes, one professional guest chef isn’t enough. Hosting a cooking competition can bring multiple renowned chefs to your restaurant and create a sense of drama around the event.

Plus, even the chefs who don’t win first place are sure to whip up something delicious and interesting that will give your guests a great experience and raise your restaurant’s profile. You could add an extra twist by letting some guests participate as sous chefs, with the competitors’ permission, of course. Reach out to a few radio and TV stations likely to want to air an event like this, or get some assistance so you can film the event and live stream it on your preferred social media channel. A big event like this can create a buzz for weeks before and after the day itself.

34. Food education courses

If you don’t want to go for a full-on cooking class, why not provide courses that teach about food and different diets? Offer classes on the history of cuisine in your area or region, and let customers explore their own ancestry through food. 

Classes will establish your restaurant’s reputation as a place of expertise and high standing. They also provide you with a way to show off any farm-to-table or local, sustainable food practices.

35. Paint and sip night

Combine two fine things by providing art and great drinks in the same place. A paint and sip night is a combination of art class and wine tasting, letting guests express their artistic sides while they drink something tasty. 

You might not have a specialisation in art, but Eventbrite has lots of art classes offered by professionals. Just search for one that looks like a great fit, and your paint and sip night could bring in additional people, like Brock & Bumble Art Studio does with its paint and sip events.

Your restaurant marketing strategies don’t have to stop at the basics, and we hope to have inspired you to take your marketing up a notch with these cool ideas. There’s so much technology you can take advantage of, and marketing your exciting events on social media platforms will allow you to reach new and existing customers with just a few clicks.As you try out the ideas, it pays to use tools like Eventbrite’s marketing tools that automate your email and social media marketing efforts. At the same time, you can create events to market your restaurant and use Eventbrite Ads to help people find them on the most popular events platform in the world.

Events Hosted With Eventbrite Will Get You Seen

• WAS THIS ARTICLE HELPFUL?

SPREAD THE WORD

about the author

Eventbrite is a global ticketing and event technology platform, powering millions of live experiences each year. We empower creators of events of all shapes and sizes – from music festivals, experiential yoga, political rallies to gaming competitions –– by providing them the tools and resources they need to seamlessly plan, promote, and produce live experiences around the world.

You might also like these

Discrepancies Between Michelin Guide Awards and Google Restaurant Reviews: A Case Study of the Capital City of Prague

• Conference paper
• First Online: 04 June 2024
• Cite this conference paper

• Jiří Zelený   ORCID: orcid.org/0000-0003-3910-2816 7 ,
• Dávid Melas   ORCID: orcid.org/0000-0003-4143-1651 8 ,
• Karolina Macháčková   ORCID: orcid.org/0000-0001-9819-5325 9 ,
• Beáta Gavurová   ORCID: orcid.org/0000-0002-0606-879X 8 &
• Anna Kubátová   ORCID: orcid.org/0000-0002-9955-3777 10  

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 386))

Included in the following conference series:

• International Conference on Marketing and Technologies

This study aimed to find out to what extent the restaurant reviews available in Google Maps reflect the expert evaluation of Michelin inspectors in the example of Prague City. We analyzed 5755 Google Reviews of 26 restaurants included in the Michelin Guide for Prague. First, quantitative statistical analysis of online Google Reviews showed a strong relationship between overall quality evaluation and food quality evaluation. Michelin Guide declares their inspectors award only the quality of the cuisine. The crucial role of food quality was confirmed also for regular guests. Regarding price analysis, the frequency of Google Reviews decreases with increasing meal prices. However, the increasing price level surprisingly decreases the overall satisfaction of regular guests with restaurant facilities. Second, quantitative statistical analysis incorporating Michelin Guide awards showed that a Michelin star or Bib Gourmand award does not mean increased price levels. From the point of view of regular guests, visiting such awarded restaurants means more frequent publication of online reviews. Paradoxically, visiting awarded restaurants does not result in greater satisfaction with the food or higher overall satisfaction when compared with non-awarded restaurants. Such a result indicates an apparent discrepancy between the evaluation of experts and ordinary consumers. Our study also concluded that consumers visiting an awarded restaurant perceive its atmosphere slightly worse compared with a non-awarded restaurant.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Durable hardcover edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Although the Michelin Guide rating allows restaurants to get also two or three stars, none of the currently listed restaurants in Prague has such an award.

Michelin Guide states that food quality is “the quality of the ingredients used; the mastery of cooking and culinary techniques; the harmony of flavors; the personality of the cuisine as expressed through the dishes; and consistency, both across the entire menu and between visits” [ 3 ].

Kivela, J., Crotts, J.C.: Tourism and gastronomy: gastronomy’s influence on how tourists experience a destination. J. Hosp. Tour. Res. 30 (3), 354–377 (2006). https://doi.org/10.1177/1096348006286797

Article   Google Scholar  

Dabral, A.P., Rawat, A., Juyal, S., Joshi, S., Pratap, S.: Robotic in modern-day restaurants and its impact on the dining experience. Int. J. Mech. Eng. 7 , 139–148 (2022)

Google Scholar  

Michelin Guide—the official website: FAQ. https://guide.michelin.com/en/faq-frequently-asked-questions (2023). Accessed 9 Sept 2023

Chiang, C.-F., Guo, H.-W.: Consumer perceptions of the Michelin Guide and attitudes toward Michelin-starred restaurants. Int. J. Hosp. Manag. (2021). https://doi.org/10.1016/j.ijhm.2020.102793

Kim, W.G., Li, J., Brymer, Ra.: The impact of social media reviews on restaurant performance: the moderating role of excellence certificate. Int. J. Hosp. Manag. 55 , 41–51 (2016). https://doi.org/10.1016/j.ijhm.2016.03.001

Bang, D., Choi, K., Kim, A.J.: Does Michelin effect exist? An empirical study on the effects of Michelin stars. Int. J. Contemp. Hosp. Manag. 34 (6), 2298–2319 (2022). https://doi.org/10.1108/IJCHM-08-2021-1025

Lee, J., Kim, Y.-K.: Online reviews of restaurants: expectation-confirmation theory. J. Qual. Assur. Hosp. Tour. 21 (5), 582–599 (2020). https://doi.org/10.1080/1528008X.2020.1712308

Vásquez, C., Chik, A.: “I Am Not a Foodie…”: culinary capital in online reviews of Michelin restaurants. Food Foodways 23 (4), 231–250 (2015). https://doi.org/10.1080/07409710.2015.1102483

Yelp. https://www.yelp.cz/ (2004–2023). Accessed 9 Sept 2023

TripAdvisor. https://www.tripadvisor.com/ . Accessed 9 Sept 2023

Google Maps. https://www.google.com/maps . Accessed 9 Sept 2023

Matlatipov, S., Rahimboeva, H., Rajabov, J., Kuriyozov, E.: Uzbek sentiment analysis based on local restaurant reviews. In: The International Conference on Agglutinative Language Technologies as a challenge of Natural Language Processing (ALTNLP), Koper, Slovenia (2022). https://doi.org/10.48550/arXiv.2205.15930 .

Mathayomchan, B., Taecharungroj, V.: “How was your meal?” Examining customer experience using Google maps reviews. Int. J. Hosp. Manag. 90 , 102641 (2020). https://doi.org/10.1016/j.ijhm.2020.102641

Michelin Guide—the official website. https://guide.michelin.com/en . Accessed 9 Sept 2023

ViaMichelin: Route planner, Maps, Traffic info, Hotels. https://www.viamichelin.com/ . Accessed 9 Sept 2023

Gagić, S., Tešanović, D., Jovičić, A.: The vital components of restaurant quality that affect guest satisfaction. Turizam 17 (4), 166–176 (2013). https://doi.org/10.5937/Turizam1304166G

Kong, E., Heacock, H.: Comparison of restaurant inspection report results and its corresponding star ratings on Yelp and Google Reviews. BCIT Environ. Public Health J. (2020). https://doi.org/10.47339/ephj.2020.23

Li, X., Deng, Y., Manchanda, P., De Reyck, B.: Can lower expert opinions lead to better consumer ratings? The Case of Michelin Stars. SSRN (2022). https://doi.org/10.2139/ssrn.4275944

Yalcinkaya, B., Just, D.R.: Comparison of customer reviews for local and chain restaurants: multilevel approach to google reviews data. Cornell Hosp. Q. 64 (1), 63–73 (2023). https://doi.org/10.1177/19389655221102388

Toncar, M.F., Alon, I., Misati, E.: The importance of meeting price expectations: linking price to service quality. J. Prod. Brand Manage. 19 (4), 295–305 (2010). https://doi.org/10.1108/10610421011059612

Clauzel, A., Delacour, H., Liarte, S.: When cuisine becomes less haute: the impact of expert ratings on consumers’ legitimacy judgments. J. Bus. Res. 105 , 395–404 (2019). https://doi.org/10.1016/j.jbusres.2019.03.038

Mellet, K., Beauvisage, T., Beuscart, J.-S., Trespeuch, M.: A ‘democratization’ of markets? Online consumer reviews in the restaurant industry. Valuat. Stud. 2 (1), 5–41 (2014). https://doi.org/10.3384/vs.2001-5992.14215

Beuscart, J.-S., Mellet, K., Trespeuch, M.: Reactivity without legitimacy? Online consumer reviews in the restaurant industry. J. Cult. Econ. 9 (5), 458–475 (2016). https://doi.org/10.1080/17530350.2016.1210534

Download references

Acknowledgements

We would like to express our gratitude to the University College Prague student Elmaz Alich who, as a part of her bachelor’s thesis, participated in collecting data for the quantitative analysis in this research. The authors received no financial support and have no conflict of interest.

Author information

Authors and affiliations.

Department of Hotel Management, University College Prague, U Santošky 17, 150 00, Prague 5, Czech Republic

Jiří Zelený

Department of Air Transport Management, Faculty of Aeronautics, Technical University of Košice, Letná 1/9, 040 01, Kosice, Slovakia

Dávid Melas & Beáta Gavurová

Department of Economy and Economics, University College Prague, U Santošky 17, 150 00, Prague 5, Czech Republic

Karolina Macháčková

Institute for Environmental Studies, Faculty of Science, Charles University, Benátská 2, 128 00, Prague, Czech Republic

Anna Kubátová

You can also search for this author in PubMed   Google Scholar

Contributions

Conceptualizations, J. Z.; Theoretical background, A. K.; Methodology, J. Z.; Data collection, D. M., K. M.; Data evaluation, J. Z.; Writing—original draft, J. Z., A. K.; Writing—reviewing and editing, A. K., J. Z.; Translation, J. Z., A. K.; and Supervision, B. G.

Corresponding author

Correspondence to Jiří Zelený .

Editor information

Editors and affiliations.

University of Maia—UMAIA, Maia, Portugal

José Luís Reis

University College Prague, Praha, Czech Republic

Technical University of Košice, Košice, Slovakia

Beáta Gavurová

José Paulo Marques dos Santos

Rights and permissions

Reprints and permissions

Copyright information

© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

About this paper

Cite this paper.

Zelený, J., Melas, D., Macháčková, K., Gavurová, B., Kubátová, A. (2024). Discrepancies Between Michelin Guide Awards and Google Restaurant Reviews: A Case Study of the Capital City of Prague. In: Reis, J.L., Zelený, J., Gavurová, B., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. ICMarkTech 2023. Smart Innovation, Systems and Technologies, vol 386. Springer, Singapore. https://doi.org/10.1007/978-981-97-1552-7_47

Download citation

DOI : https://doi.org/10.1007/978-981-97-1552-7_47

Published : 04 June 2024

Publisher Name : Springer, Singapore

Print ISBN : 978-981-97-1551-0

Online ISBN : 978-981-97-1552-7

eBook Packages : Engineering Engineering (R0)

Share this paper

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Semantic Kernel

The latest news from the Semantic Kernel team for developers

Build 2024 Recap: Bridging the chasm between your ML and app devs

Announcing the Release of Semantic Kernel Python 1.0.0

Announcing the General Availability of Semantic Kernel for Java

Semantic Kernel Time Plugin with Python

Use semantic kernel to create a restaurant bookings sample with python, connect logic apps’ 1,400 connectors to semantic kernel.

Meet the Semantic Kernel Team at Microsoft BUILD

Customer Case Study: Fujitsu Composite AI and Semantic Kernel

Use semantic kernel to create a restaurant bookings sample with .net, use semantic kernel to create a restaurant bookings sample with java.

Your cart is empty.

Sorry, there is insufficient stock for your cart.

Remove a Product

Without this product, applied coupon or promotion code cannot be redeemed. Are you sure to remove this product?

Privacy Policy

Tick this box to proceed to Samsung.com.

Samsung.com Services and marketing information, new product and service announcements as well as special offers, events and newsletters.

Check Preferences

Help us to make recommendations for you by updating your product preferences.

What are you looking for?

No suggestions, suggested searches, popular keyword, search history, recommended search.

Samsung for Business

Transforming businesses. Empowering owners.

Find the right solutions and exclusive benefits for businesses of all sizes.

See how Samsung makes an impact

Samsung's devices and solutions create tangible results.

Schneider needed a provider that could integrate its proprietary software with relevant third-party applications for connected fleets.

Duty Free Americas

Duty Free Americas, the largest duty-free retailer in the Americas, began its digital transformation a few years ago.

Lucid Motors

The design team at Lucid Motors was looking for a new, state-of-the-art display to take their design process to the next level.

Take the next step

Get connected today with volume discount offers on employee smartphones, monitors, displays, digital signage, appliances and more.

Stay in the know

* By submitting your email, you agree to receive periodic emails from Samsung on exclusive discounts, new product announcements, our latest technology insights, special events and more. Please consult our Privacy Policy to understand how we protect your privacy

Contact a sales expert

Get in touch with our sales team to discuss tailored solutions for your business. You can call (866) 726-4249 to talk to an expert now, or use the form below to submit your requests.

Get product support

Find manuals, downloads, warranty information and more. We also offer FAQs and demos to help with business product questions.

We will help you find the right solution for your business.

Sales Enquiries

Technical support, you are entering.

By selecting CONTINUE, you will be entering a website of

website is governed by its own privacy policy, level of security and terms of use

Your enquiry has been successfully submitted. We will get back to you shortly.

Belaya Dacha

BELAYA DACHA, Kotelniki - Restaurant Reviews, Photos & Phone Number - Tripadvisor

US ranks highest in maternity deaths among high-income countries, study says

(CNN) – A new report shows the United States continues to have a higher rate of women dying in pregnancy, childbirth or postpartum compared with all other high-income nations.

These numbers are despite recent declines in the U.S. maternal death rate.

The report comes from the Commonwealth Fund, a private foundation focused on healthcare-related issues.

There were about 22 maternal deaths for every 100,000 live births in the U.S. in 2022, which is the most recent year with available data.

The rate was more than double, sometimes triple, those found in most other high-income countries that year.

The lead author notes the U.S. is the only nation in the analysis without universal healthcare and nearly 8 million women of reproductive age in the U.S. don’t have health insurance.

The author also said there aren’t enough midwives in the country and midwife care is not integrated enough into the healthcare system.

Researchers looked at maternal mortality data from 14 high-income countries.

The nation with the lowest death rate was Norway, with zero maternal deaths.

Switzerland had one death per 100,000 live births, and Sweden with about three deaths per 100,000.

Copyright 2024 CNN Newsource. All rights reserved.

More than 10,000 human remains found on suspected serial killer’s farm

Woman found still alive at funeral home dies hours later

Blue Springs woman shares nightmare tick experience as summer warning

Kansas City couple charged in ‘child torture’ case

DWI suspect identified: Leads Highway Patrol on chase, dies after crashing into utility pole

Latest news.

Gunman targeted US embassy in Lebanon, authorities say

Hunter Biden’s ex-wife is expected to take the stand in his gun trial, as first lady again attends

Amanda Knox reconvicted of slander in Italy for accusing innocent man in roommate’s 2007 murder

Boeing tries again to launch NASA astronauts for the first time after latest round of repairs

Cause of death revealed for Grammy-winning artist Mandisa