Running a restaurant can be a wild ride! Between managing staff, crafting the perfect menu, and keeping operations smooth, marketing can quickly slip down the to-do list. But a strong marketing plan for restaurants can mean the difference between slow nights and steady reservations.
To give you a head start, we’ve put together three examples of marketing plans for restaurants. These are thoughtful approaches you can adapt to your own business, whether you’re running a cozy wine bar, a fun little taco shop, or a farm-to-table gem.
All restaurant marketing plans should have the following elements:
Goal(s): Use the SMART goal formula. Each goal should be: Specific, Measurable, Achievable, Relevant, and Time-Bound.
Target Audience: Your target audience is the specific group of people most likely to enjoy your restaurant and become loyal customers. These are the folks your marketing should speak directly to.
Unique Selling Proposition (USP): Often this is the theme of your restaurant: farm-to-table, rotating menus, bistro, etc.
Strategies: Where are you going to focus your marketing efforts? When and how? This can include digital marketing for restaurants, local strategy, partnerships, promotions, and advertising a restaurant.
The following examples are very basic, and meant to give you a place to start. Remember, your marketing strategy will be as unique as your concept, location, audience, and goals.
Casual Farm-to-Table Restaurant Marketing Plan Example
Name: Sierra Table
Theme/USP: Seasonal, local, sustainable cuisine in a cozy yet upscale atmosphere.
Goals:
- Increase weekday lunch traffic by 25% in 6 months
- Grow Instagram following to 5,000 by year-end
- Build an email list of 2,000 subscribers in the next fiscal year
Target Audience:
- Locals (30–60 yrs) who value health, sustainability, and community
- Tourists seeking an authentic, local dining experience
- Foodies and influencers
Marketing Strategies:
Digital Presence:
- Share weekly behind-the-scenes Instagram Reels: kitchen prep, visits to partner farms, and the making of signature seasonal dishes.
- Highlight seasonal menu changes with professional photography and short videos that tell the “why” behind each new item.
- Start a “Meet the Farmer” blog/email series once a month to show the community how local partnerships shape the menu.
Local Outreach:
- Partner with nearby farms for cross-promotion (Instagram takeovers, co-hosted dinners, farm tours).
- Host chef’s tasting dinners featuring seasonal ingredients paired with local wine or craft cocktails.
- Sponsor local events or participate in the farmers’ market with a booth or tasting tent.
Loyalty and Referrals:
- Launch a “Friends of the Farm” loyalty card (Buy 5 meals, get a free appetizer).
- Offer a free dessert or drink for customers who refer friends via a simple code or email forward.
- Start a birthday email campaign that sends a coupon or small freebie to celebrate.
Why it works: This kind of storytelling-focused plan appeals to people who care about where their food comes from. It builds trust, loyalty, and a strong sense of connection to your food and your mission.
Fast and Casual Taco Shop
Name: Los Tacos Locos
Theme: Fun, affordable Mexican street food with a modern twist.
Goals:
- Increase foot traffic during 2–5 p.m. (your slow period)
- Drive orders on delivery apps
- Boost local awareness and word-of-mouth
Target Audience:
- College students and young professionals
- Families looking for affordable, quick meals
- Office workers in the area
Marketing Strategies:
Promos and Offers:
- Launch a “Happy Hour Tacos” deal: $2 tacos from 2 to 5 p.m., Monday through Friday.
- Introduce a buy-4-get-1-free taco punch card.
- Run weekly Instagram-only flash deals to create a sense of urgency and exclusivity.
Online and Social:
- Start a TikTok or Instagram challenge (like a spicy food dare) and offer free food prizes.
- Partner with local micro-influencers for giveaways, reviews, or food photoshoots.
- Promote exclusive discounts or bundle deals through DoorDash, UberEats, or Grubhub.
Community Engagement:
- Sponsor a local youth sports team: every goal or win equals a free taco night.
- Host “Loco Art Nights” with live DJs, mural artists, and a featured taco special.
- Take the food truck out for pop-ups at college campuses, breweries, or street fairs.
Why it works: For fast-casual concepts, visibility and personality are key. This plan uses playful, high-energy tactics that appeal to younger crowds and help you stay top of mind in a busy market.
Upscale Wine Bar and Bistro
Name: Cellar + Vine
Theme: Sophisticated and intimate space with curated wines, small plates, and occasional live music.
Goals:
- Increase private event bookings
- Establish thought leadership in the wine scene
- Encourage midweek dining
Target Audience:
- Wine-loving professionals and couples (35–65 yrs)
- Corporate event planners
- Local connoisseurs and high-end tourists
Marketing Strategies:
Content and Storytelling:
- Host monthly wine education events (e.g., Blind Tasting 101, Pairing Like a Sommelier, or French Wines You’ve Never Heard Of).
- Share long-form blog articles and video content: sommelier tips, food pairing guides, behind-the-scenes wine tastings.
- Start a regular newsletter with wine tips, chef notes, and first-access to upcoming events.
Exclusive Offers:
- Launch a wine club with quarterly releases, tasting notes, and event invites.
- Introduce Tuesday Tastings with $25 curated wine flights and chef-paired bites.
- Offer a referral bonus for private event bookings—like a $50 gift card or a complimentary bottle of house wine.
Partnerships:
- Collaborate with luxury Airbnb hosts to offer welcome cards or exclusive tasting invites.
- Work with local florists, chocolatiers, or boutique shops to create curated packages for date nights or birthdays.
- Host nonprofit fundraisers or ticketed events for local music or art organizations.
Why it works: In the upscale space, quality and experience matter. This plan positions your restaurant as a destination to remember.
Marketing doesn’t have to be flashy or overwhelming to be effective, it just has to be aligned with your brand and goals. The key? Be consistent, authentic, and creative. Pick one thing and start there. Otherwise, you run the risk of doing nothing at all.
Need help customizing a plan for your own restaurant? We’d love to teach you how to market your restaurant, and help you build something that feels like you—and gets results, from digital restaurant marketing to branding to restaurant advertisement ideas. Get in touch with us today.
