Restaurant marketing is essentially communicating what your restaurant, cafe, bakery, pizzeria, etc has to offer to potential guests. It is a way of inciting interest & describing the unique features of your menu, of your service, & of your location. However, as valuable as marketing can be, it presents serious issues when it comes to reaching the intended consumer. 

Traditional marketing (including restaurant marketing) is all about broadcasting or printing the message where a lot of potential consumers will be able to see it, but only few will find it relevant. For greater efficiency, marketing slowly has become more on specific demographics, enabled largely by improvements in communication. 

For instance, it is relatively easy to create restaurant marketing campaigns that focus on a specific geographic area, like advertising in a local paper. You can also target a particular “psychographic” group, such as advertising your healthy menu options on a healthy living website. However, it can still be very difficult to reach viable consumers, those that turn into guests & food sales. 

Location-based web marketing is the answer. If it’s not in place, over 90 percent of ad impressions are wasted on potential guests who are outside your geographic area. Luckily, technology has advanced to allow geolocation marketing. For instance, smartphones allow marketers to obtain device-location data & modern search engines, such as Google, enable consumers to find what they need based entirely on the geographic location they are in & what’s near it. Better targeting means better conversions & more food sales. 

These are the steps to take to make a geotargeted campaign work for you: 

PICK A SPECIFIC TARGET FOR YOUR RESTAURANT MARKETING CAMPAIGN 

Make sure that your marketing campaign is targeted well to the area you operate in. Major search engines like Google, allow you to target your restaurant marketing based campaigns on ZIP codes, City, neighborhoods, or even a specific street intersection. 

This way, when you advertise your coffee shop, you can be sure that most of the consumers exposed to your message are within a range that would make sense for them visit you. 

BE A GOOD NEIGHBOR 

You can use your restaurant’s geographic location to your restaurant marketing advantage in promotions by focusing on providing consumer incentives at a hyper-local level. For instance, you could create a time-sensitive coupon to those who live within a few mile radius of your food service establishment. 

EXPLAIN HOW TO GET TO WHERE YOU ARE 

With geolocation, you can also explain your location, to make it easy for your first-time guests to find you. (People are lazy & most would rather go to your competitor than spend time looking you up in the directory.) It’s very important that you provide a map. Even better is offer directions from the person’s location (walking, by car, or by public transportation). 

CAPITALIZE ON THE NEW & COOL 

There some very interesting “new & cool” tools available to you as a local marketer. Many coffee shops (& we can’t mention Starbucks here), are using programs such as Foursquare & Facebook Locations to turn the location into a game. Consumers can “check-in” at your location, allowing you to provide incentives for consumers to visit a specific location more frequently by offering status (e.g. mayor status, badges), points, or incentives based on the number of visits (e.g. free appetizer on your fifth visit). 

Geo-targeted web marketing is a key part of growing your restaurant business, to attract local customers. 

Local Internet Marketing is much more than just slamming together a website. The real restaurant marketing work is about becoming “findable” in multiple places when a local consumer is searching for your type of product. 

READY TO TAKE YOUR RESTAURANT BUSINESS SERIOUSLY? 

Say "enough's enough" to half-empty dining rooms, humdrum shifts, and wondering which half of your marketing budget was wasted. 

73% of teenagers and adults are walking around with a smartphone (iPhone, Android, or Blackberry) in their back pocket. They use it for everything: Playing games, checking emails, texting their friends and ... googling your restaurant's site. If your site is not mobile ready, you're missing out on a lot of walk-ins. Download our Restaurant Commando's Mobile Readiness Checklist.