Our Awesome Restaurant Marketing Plan

(skip to the bottom to see the plan)

I think it’s fair to say that most restaurateurs are not great digital marketers, in much the same way that most digital marketers wouldn’t survive a week working in a restaurant. But, the tough restaurant economy has dictated that restaurant owners DIY as many aspects of their business as possible, in order to better manage costs.

In this article, we’re going to explore why the DIY marketing approach is a false economy, what opportunities await and how we can measure the effectiveness of your marketing spend.

False Economy

Let’s assume a restaurant owner does their own marketing which includes regular posts on social, organising the odd food influencer, a newsletter to a database collected over many years and they also maintain their own website.

Cost: $0
Revenue generated: $ Unknown

Analysis

Whilst a measured ROI is not achievable, the owner feels like this has some benefit. Most importantly, they don’t get a costly marketing invoice or have to pay a full time marketing manager salary.

The downside is, they are unaware of any scaling opportunities. What if you could prove that for every $100 spent on paid Facebook campaigns, the venue received more than $1000 in measured revenue? The venue would most likely try and spend as much as possible on Facebook marketing.

This is just one of the reasons why the DIY marketing approach is profitable but not optimal. Sure, it brings in some revenue with very low cost but t doesn’t mean it brings in the maximum revenue, or the most efficient revenue.

Audiences & Likes

Chances are, you’re focusing on the wrong audiences.

Q. Do you have a Facebook pixel installed on your website and are you using it to create a ‘website traffic audience’ and do you regularly send content to that audience via paid Facebook / Instagram campaigns?

If the answer is yes, awesome. If the answer is no, read on as to why it’s so important.

There are many audiences you can send content to. Your organic Instagram & Facebook posts, for example, send content to a small percentage of your ‘followers’. Your followers are just one type of audience; an audience of people who follow you. Most people focus on these and miss the bigger picture.

What’s a much larger, more relevant and higher revenue generating audience? The audience of people who have been on your website. And the Facebook pixel allows you to generate an audience of these people, to which you can send content.

What’s an even bigger audience than that? How about all the people who live within 1km of your restaurant? How about all the people who live within 5km of your restaurant and whose birthday is within the next 7 days? These are ‘saved’ audiences you can create within Facebook.

Short story: Don’t get too hung up on your followers. Go for the much bigger audiences.

Measure & Scale

As an example, take a look at the area marked #1 on the diagram below. On the left you’ll see ‘upcoming birthdays’. This is a saved audience, created in Facebook, of local people with their birthdays coming up. Let’s say there are 10k people in this audience.

Let’s say we spent $200 sending content to this audience and we reached 8k of them.

We can measure every part of this process.

1% of these people (80) visited the website. 10% of those people (8) booked their birthday dinner with an average of 5 covers per booking. That’s 40 covers. Average revenue per cover is $50. 40 x $50 = $2000

$2000 from $200 revenue is 900% ROI.

But that’s not all. Because we are also building audiences via facebook’s pixel, we now also have an additional 80 people in our Facebook audience.

Our Plan Explained

  1. How we find new customers

  2. How we retain existing customers and/or engage people who are already connected

  3. When all roads lead to the website, having a great website helps convert more traffic into bookings

  4. Facebook pixel is the essential technology to create retargeting audiences

  5. Measure every aspect of this funnel to discover the most profitable lines.

 
Foodshot Marketing Plan Infographic.png
 
Clive Morley