Local Marketing Ideas for Restaurants to Attract New Customers

Although globalization may be the undeniable byproduct of the Internet Age, local marketing, particularly for restaurants, is still very much imperative to business. People see or hear about delicious food nearby and they want it now.

So barring going under new management or hiring a new head chef to change the menu, how can a local mainstay attract new customers in their own community?

(Social) Media Private Tasting

Believe it or not, there are people in your own town or city who fancy themselves food critics and post frequent and extensive reviews of local restaurants on review sites like TripAdvisor, Yelp and Facebook to name a few. Yelp even has an exclusive club these members apply to. If their application is accepted, they become a Yelp Elite.

In the Boston area, we have a TV show titled, Phantom Gourmet, that reviews local restaurants. Chances are, your area or nearest city has the same.

The next time your menu is updated with seasonal changes or new recipes are being tested, invite in online reviewers and local media. Ensure the customer service experience is exceptional, along with the food which goes without saying. Prominently display a custom hashtag along with your social usernames in order to generate social media buzz.

Because such an event is especially intended for photography and video, make sure the lighting is conducive to photography; in other words, you want to put your food in the best light, literally.

You’ll probably want to display interesting information about the food such as the recipe comes from the chef’s grandmother or all of the vegetables were locally sourced within 20 miles. Sound bites like those help inspire captions and quotes while also promoting your message.

Promote Takeout

I suppose this seems obvious for the restaurants where takeout is main part of their business. These places have a separate takeout menu and maybe even a separate phone line dedicated exclusively to takeout orders. Other businesses may not include takeout in what they do, but they have the capability and, if you’re like me, you’ll just ask.

But not everyone thinks to ask their favorite upscale Italian restaurant if they can get their bolognese to go. They don’t see that restaurant as a place that ‘does takeout.’ But from fancy Italian to upscale steakhouses, I’ve never been told I couldn’t order my food to go.

Therefore, as the restaurant owner, this may be something you want to put out in a ‘did you know’ fashion in your social channels, to your email list, at live events, etc. This move frees up tables in your restaurant for diners who do want to eat in and maybe stay through dessert rather than those who would either be rushing through their meal to get where they’re going or not come in at all. Not to mention, you can now come to mind the next time someone says I don’t feel like going out for dinner but I don’t want pizza or Chinese either.

Deliver Breakfast

If you’re in a major city, I suppose this doesn’t apply to you. But if you live in the ‘burbs, take this as a free golden nugget from me. There is no place in my small town that delivers breakfast. Or at least no place advertising it well enough, and I’ve looked. What does everyone want on a weekend morning? If you’re anything like me that is a big breakfast and coffee in bed.

Take this as an opportunity to partner with a local delivery service. UberEats is unrolling this feature but like all of the Uber features, it will be a while before it penetrates the suburban market (we still barely have Uber).

Market it as breakfast in bed; a way to surprise your significant other, just because; when you don’t feel like making breakfast for the kids; when you just want 5 more minutes.

Viola! Business idea and marketing copy delivered to you on a silver platter – preferably in bed.

Join the Welcome Committee

Again, this tip may be something reserved for smaller towns or maybe this is a New England thing but our local area has welcoming committees for people new to the area. I’m serious. Here they are called Newcomers Clubs.

These clubs hold social events and provide information to those who don’t yet know their way around or anyone in the neighborhood. Groups like these often partner with local businesses that offer discounts as a sort of welcome gift. And who moves to a new area without trying the local cuisine?

Bon appetite!

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