Are you passionate about cooking, more gourmet than gourmet, an entrepreneur at heart, and want to start your restaurant? Congratulation!
We will not claim here to help you develop your recipes or show originality in your menus, but we will support you in setting up your restaurant’s marketing Business plan. To build and retain your clientele, it is necessary to make your restaurant known and forge a link with your potential customers.
Follow the guide: Here are our 17 ways to make your restaurant known without further ado!
Distribute flyers to publicize your restaurant
The distribution of flyers around the restaurant is undoubtedly the most obvious way to make yourself known.
Depending on the distribution schedules, it will allow you to introduce yourself to people working in the neighborhood (at lunchtime, for example) or people living near your new structure (early morning or evening).
Restaurant flyers are not very expensive, so it is also a very affordable way to get people talking about you.
Promote the restaurant on the online reservation or take-out platforms
Today many sites allow you to book your table online or obtain discount coupons (La Fourchette, Groupon, etc.), as well as several take-out outlets (Deliveroo, AlloRestau, Foodora, UberEats.
These platforms certainly have a cost, but they will bring you high visibility. You must not only be present there but also do not hesitate to promote your restaurant by offering additional reductions or participating in premium programs highlighted on these different sites at the launch time.
Create a Facebook Page
Creating a Facebook page in the name of your restaurant will allow you to explain your concept (the authentic New York Deli, the new Japanese canteen in the Marais, the 100% organic salad, etc.) but also to communicate on the restaurant news: change of menu, the menu of the day, special offers, the announcement of places for a food truck, announcement of an event such as a special opening evening, January 31, etc.
The Facebook page also allows you to collect customer opinions, comments, and messages from interested people or customers and, thus, forge links with your community.
It is, therefore, a real promotional showcase, complete, interactive, and free, not to be overlooked.
Advertise your restaurant on Facebook
In addition to the pharaonic number of people connected to Facebook, Mark Zuckerberg’sZuckerberg’s social network is particularly interesting because it allows you to define your target very precisely by taking into account the geographical area, age, centers of interest (for example, 27-49-year-olds who like other restaurant pages in your city).
The friends of those who have “liked” your page can also be contacted. This is a good way to spread the word about your business. You can also launch a promotional campaign with the announcement of your opening hours and the establishment of exceptional Happy Hours. or advertise your most recent blog post.
This platform’s targeting capabilities and reasonably low price make it a communication tool ideal for promoting small restaurants.
Make your restaurant known with a showcase website.
In addition to your Facebook page, you can create a real website that will bring together all the information you need about your restaurant: address, opening hours, concept, menu and menus, contact form, customer reviews, etc.
Also, consider adding an online reservation page and possibly a space for take-out orders.
Here the cost will depend strongly on your requirements and the partner to whom you will entrust the realization. To get an idea of the amount to be expected, you can consult our guide on the cost of a website.
Promote the restaurant on Google My Business
Google My Business is your restaurant’s showcase for all Internet users who have searched for you on the Internet via the famous search engine. Click here for more info.
Your file allows you to fill in your location (with the photo of the window via Google Street View) and the opening hours and present the restaurant in a few lines. You will be automatically offered on Google Maps in the famous “restaurants nearby” search.
Google My Business also allows you to collect many online reviews, crucial elements when choosing a restaurant via Google Maps. For example, only 5% of consumers declare that they do not look at the opinions left by other buyers, and in 91% of cases, the views consulted were the first reason for taking action.
In addition, Google My Business is free, so it would be a shame not to!
Advertise the restaurant on Google Adwords
By advertising on Google Adwords, you will promote your restaurant on Google Search and on many other Google services and subsidiaries such as YouTube, Gmail, and all sites managing their advertising space via the Google Display Network.
So make the most of the chance to promote your new culinary specialty or even a quick menu for the year-end festivities.
Be careful, though. The Google platform is very powerful but extremely difficult to handle. Therefore, it is essential to be accompanied by a specialist at the risk of creating campaigns that are not very profitable.
Also note: Bing and Yahoo search engines offer similar options. However, Google’sGoogle’s strike force is far superior to its competitors. Still, the services of the American search engine giant are more expensive because competition between advertisers is fierce.
Get listed in directories and guides.
Before seeing your restaurant earn its first Michelin star, you can first work hard to have it featured in a few guides and directories of the best restaurants: Yelp, Lonely Planet, the Guide du Routard, but also Fooding are all places where it is good to be mentioned.
A guarantee of seriousness, flavors, and coolness, they attract locals and tourists wishing to share a gourmet and friendly moment. An essential step in a restaurant’s marketing plan!
Establish partnerships at the local level
To publicize your restaurant and ensure a regular flow of customers, think about setting up partnerships with different structures linked to tourism, such as the local tourist office, one or more hotel(s), and possibly guest rooms: hosts, or even travel agencies.
In some circumstances, you will need to give the client a discount or pay your partner a portion of the bill in exchange for him recommending you to his clients.
Set up a press relations campaign
To ensure good publicity for your restaurant, you can, during the launch, inform the local media and bloggers specializing in ideas for outings or gastronomy and cooking, or the art of living in a more general.
You can either write and release your press release or contact a press relations agency.
Do not hesitate to use advertising inserts in local newspapers in addition to a press campaign. Also think about local TV, radio or billboards.
All channels are good to use to let you know!
Set up a loyalty program
To retain customers, what better than to set up a loyalty program that will offer gifts and reductions to your customers after a certain number of visits to your establishment.
In the form of a card or dematerialized, a loyalty program also allows you to have the contact details of your customers to remind you of their good memories!
Set up a Newsletter
Therefore, you can use their email addresses to set up a newsletter informing them of the latest news and promotional offers.
Be careful to find the right balance: too few or too many Newsletters, and your customers will lose interest in your activities. Also, consider alternating between informative/entertaining content and promotional content.
To advertise your restaurant and ensure a clientele of workers and residents, bet on partnerships with nearby businesses.
You can offer your services for private events organized by this or that company: Christmas party, seminar, etc., or offer discounts to the works council to attract employees on their lunch break, business lunches, or dinners with colleagues.
Sponsor associations or local events
Similarly, you can establish partnerships with all the local players in community life.
Sponsor the city’s handball tournament, and hold a stand at the garden party. It’sIt’s a great way to introduce yourself to your neighbors and get a taste of your cooking.
Offer take-out or home delivery.
Even if it is not your core business, don’t immediately rule out the idea of doing take-out or home delivery. It’s often a good way to introduce your nearest neighbors to your kitchen. But, of course, you can always abandon this activity after making your “hole.”
Offer a little “more.”
A heated terrace, free wi-fi, round-the-clock service, and happy hours offer one or more differentiating elements that will make people come to your door and not the restaurant next door. Especially when launching your restaurant, insist on friendliness and services. But do not forget that to retain customers, all attention counts!
Bonus: 18. Set up a referral program
We promised you 17 ways to advertise your restaurant, but we couldn’t resist adding an 18th!
A good way to trigger word of mouth is to set up a sponsorship system. For example, you can give a personal code to each customer, entitling them to an aperitif, a free coffee, or a reduction on the menu.
It’sIt’s a simple and economical way to get your restaurant recommended.