Is your small restaurant the place that locals most often name following the phrase, “You have to eat at …”?

Your eatery may be small, but that doesn’t mean it can’t be mighty. The chains and franchises may have big marketing budgets and instantly recognizable brands, but many people prefer – and are fiercely loyal to — the unique small restaurants, bars and coffee shops in their communities. 

Translate your uniqueness into a big presence with the resources available to you. These 10 tips will help you make a big splash without a big budget:

Follow your personality

What’s your establishment’s personality? A homey Mom and Pop vibe, or funky and casual? Is it green and clean, or elegant and sophisticated? A restaurant’s personality may reflect the style of food it serves, the owner’s character, and more. Up your recognition factor by making that personality a consistent part of your brand through your storefront, signage, decor, food styling, digital presence and even the music you play.

Carve out your niche

Obviously, everything you serve should be delicious, but focus on your signature dishes. When people feel yours is the only place to go for homemade pie or vegan falafel, that’s a powerful way of establishing your presence. 

Celebrate local specialties

Go beyond the usual Canadian dishes seen on menus across the country (poutine and a Caesar, anyone?) to celebrate your local or regional specialties. Serving brunch in St. John’s? Put touton on the menu, and how about salt beef hash with those eggs? Offer up hodgepodge for dinner in Truro, flapper pie for dessert in Edmonton, and puffed wheat squares in your Saskatoon coffee shop’s bakery case.

Source locally

Many locals and visitors are drawn to a locally-sourced menu. Paula and Richard Shea, owners of O’Shea’s Pub and Eatery in Kinkora, PEI, say, “Being part of a rural community, we are lucky to be surrounded by a variety of wonderful farms and resources. […] We have built relationships with those farmers and suppliers, which has helped keep a consistent supply of the freshest foods that our customers expect.”

• Be a local booster – Promote your local producers and suppliers. If you’re flipping pancakes in Trois-Rivières, be loud and proud about serving them with local maple syrup. Making burgers in Red Deer? Celebrate local Alberta beef. Feature local growers and producers in your small restaurant, from the fishery that provides your seafood to the farm that grows your spuds. Consider flags on the menu or a chalkboard featuring suppliers: Today’s asparagus comes from.… 

Rock your digital presence

When it comes to having an attention-getting presence on social media, size doesn’t matter. Your independent diner or sports bar can have an attention-grabbing Instagram account and popular videos on TikTok. A multi-functional website  enhances the guest experience from ordering takeout to making reservations to keeping in touch through your newsletter. The Sheas say, “Social Media is a great cost-effective way to grow a business.” Time invested in keeping your accounts current and well-managed is well spent.

Ideas to amplify your restaurant’s presence digitally – Your social channels and website are powerful tools for complementing and amplifying what’s happening on your premises. Here are some tips to bolster your presence digitally:

• Ensure your digital presence is true to your eatery’s personality and stay on brand. 
• Profile local dishes, especially those unfamiliar outside your area like fish and brewis, to whet the appetite of visitors and stir local pride.
• Celebrate your signature dishes.
• Share the stories of local suppliers.
• Promote community events and fundraisers and maintain a digital calendar of events.
• Feature your staff and their stories.
• Honour your regulars with profiles or photos.
• Publicize pop-ups, special events, promotions and loyalty programs.
• Celebrate your history and thank the community for making it possible.

Support your community

Sponsoring sports teams and donating to causes may be top of mind as community support activities. But not every way of giving back requires a budget. Local organizations appreciate a well-managed community bulletin board to publicize their causes. Hosting events on your premises helps them and also boosts your profile. Just remember to keep the focus on the causes and not on your contributions to avoid the turn-off of appearing boastful.

 “Whether it be donating to fundraisers, hosting events or contributing to local initiatives, we like to give the same support back to the community that we feel we get from them,” say the Sheas of O’Shea’s Pub and Eatery.

Know your customers well

Being small gives you a unique advantage in building relationships with your regulars, and so does having loyal, long-standing staff. “Listening to and engaging with our locals, learning their likes and dislikes and using that to maximize their experience are all factors we believe have helped grow our long-lasting business,” add the Sheas. “It makes our customers feel good when we have their beverage and table ready as they walk in our door.”

Get out into the community

Consider having a pop-up at local fairs and events, featuring your specialties. You’ll not only contribute to the success of community events but entice new customers to your establishment.

Create standout promotions

Unique promotions, especially ones with a local angle, draw people in. Go beyond the standard holiday promotions by selecting a few signature days each year and creating special offers for them. For example, celebrate your founder’s birthday for a multi-generation family restaurant or commemorate an important day in your community’s history. Leverage national food days or create your own days for your specialties! Partner with local suppliers for cross-promotions too. If you’re famous for your beer stew, you and the local craft brewery can collaborate on specials for your very own Beer Stew Day.

Loyalty cards can also work well. “Buy ten coffees and get one free” can be a powerful way of keeping regulars coming through your doors.

Be consistent

It’s not a bad thing to keep things fresh and add new dishes to your menu from time to time, but don’t change for the sake of change. As the adage goes, “If it ain’t broke, don’t fix it!” Customers appreciate the sense of coming home to their favourite dishes, maybe cooked and served by staff they’ve come to know over the years. 

“Consistency is key,” say the Sheas. “We have been operating for 18 years and feel our customers know what to expect when they walk in the door. We do our best to offer the same meals with the same locally sourced ingredients and it seems to keep them coming back!” 

Marketing your restaurant brand successfully, meaning you’re actually experiencing a return on your marketing dollars, can often seem an insurmountable task.  

It’s important to keep in mind that some of the most effective restaurant marketing strategies are designed to produce long-term results, as guests need constant visual reminders and communication about your brand to persuade their decision-making.

Here are 10 restaurant marketing strategies to leverage with the core objective of increasing revenue in the short- and long-term: 

Targeted Digital Advertising

Instagram and Facebook have made it extremely easy to attract and gain new guests with targeted digital advertising. Set your ad objective to target audiences similar to who follows your social pages, and drive them right to your website for reservation bookings. You can track the results, and not only begin seeing your social community grow, but also your reservation bookings.

Ticketed Events and Experiences

Create a seasonally inspired ticketed experience or event that requires guests to secure their spot in advance with a ticket. Not only does this guarantee a full house, but also allows you to manage the profit margin to increase your revenue, while creating a unique experience for guests. Try EventBrite for ease of ticket management. 

Promotional Marketing

Promotional marketing has a reputation of hurting the bottom line, but that isn’t always the case if planned strategically. There are many ways to maintain your brand experience and reputation, while offering a nominal perk to encourage guests to dine with you, and spend a little bit more. The objective with promotional incentives should be to increase the average check, by upselling the order on profitable menu items. Themed menu nights, pre-set menus, menu specials, alcohol features, and combos are all forms of promotional restaurant marketing that can increase revenue. 

Sampling and Tastings

What better way to encourage sales than by giving someone a complimentary experience first! This marketing tactic allows you to communicate one on one the key selling features of the menu item or beverage, while making the guest feel special with a complimentary tasting. Work with your suppliers to create the experience and provide additional support and product, which will also reduce your expenses and increase your profit. 

FACT: Customers are 93% more likely to purchase an upgraded bottle of wine ($10 more) when offered a sampling. 

Pop-Up

Why wait for the guests to come to you, when you can go to them? Pop-up carts, booths, and street activations can be very a cost-effective way of reaching a new audience and marketing your brand experience directly. Be sure to hand out a promotional piece, such as a complimentary appetizer or dessert card, to invite guests to your physical location to dine again!  

Private Label Products To Go

Consider leveraging your most popular dishes, sauces, or made-in-house products that have the highest profit margin, and packaging them to go for guests to enjoy at home. This out-the-door form of marketing keeps your brand top of mind in guest homes, sparks word-of-mouth advertising, and provides your business with another revenue stream. 

Dining Rewards

Most restaurant point-of-sale systems have built-in rewards programs that track guest’s information and dining history. The systems are extremely sophisticated, and often provide digital marketing opportunities to reward guests based on their dining behaviour and milestones, such as birthdays and anniversaries. Whether it’s a complimentary birthday dessert or points towards achieving a unique experience, be sure to maximize the preexisting marketing tools in your point-of-sale, or reservation booking systems, to encourage repeat business. 

Brand Collaborations

You know the saying – “Keep your friends close, and your enemies closer”? This rings true for restaurant competitors too! Over the last few years, as restaurants have struggled with new industry challenges, we’ve witnessed the birth of restaurant and chef collaborations with the objective of bringing unique experiences to guests and driving new business. Consider hiring a well-known chef to design your seasonal menu, or feature some unique menu items designed by another popular restaurant that serves a different type of cuisine, or collaborate on a pop-up to share costs. The ideas are endless, and with the right collaboration the results can be very positive for the bottom line.  

Google Business

When it comes to marketing your restaurant brand, Google Business is a tactic that many restaurant brands have still not tapped into fully. Google Business pages provide a platform where you can showcase images, post daily updates, create digital promotions for guests, link to your website and social platforms, and encourage guests to reward you with 5-star reviews. When a guest Googles your brand, your Google Business page is likely the first thing that pops up, which is why it’s so critical to manage this platform. The best part, all of the digital tools are free. 

Own Your Restaurant Website

Let your website be the front door to your restaurant where diners can learn about you before they make a reservation. Your online strategy isn’t complete without one and sites such as the all-in-one platform Sociavore was developed for independent restaurant operators like you to be in full control of your brand, content, online ordering and reservation booking system. Your website attracts visitors and drives sales, so take control of your online presence. Book a Sociavore demo here.

Take your marketing efforts to a more profitable level by implementing one or more of these creative strategies for your restaurant brand. 

You don’t need a fine art degree to execute beautifully presented plates. Somewhere between Chicago restaurant Alinea’s Da Vinci-esque attention to detail and a cafeteria scoop and slap, there is a style of food plating that represents your very own establishment. Plating, like art, is personal and should tell the story of your menu.

Menus changed dramatically in the last year to cover losses from restrictions and shutdowns. Entire menus were downsized, menus became hyper-focused and the individual menu items remaining were squeezed to maximize profits. Has your plating adjusted accordingly? 

With a splash of art, a touch of math, and a dollop of common sense, you will be on your way to palatable plating. Follow these handy tips:

The art of food plating

• Find your focal point. All meals have a focal point. Likely the starting ingredient you used to design the flavour of the dish. Focus on that one ingredient, usually the protein, and build complementary flavours around it. Apply the same principle when plating.
• Splash some colour. Plate colour should enhance the food. White plates are popular because they provide a blank canvas and great contrast for your dishes. However, a flavour-popping special’s ingredients that lean towards beige would benefit from a coloured plate instead.  Black dinnerware gives a negative contrast matching well with brightly coloured ingredients.
• The colour of the ingredients can be adjusted for further visual appeal without compromising on design flavour, like using purple fingerling potatoes instead of white.
• Mix up your texture. Offer different visual textures on the plate by mixing and matching to find a balance. Adjust textures while maintaining flavour. Hard, soft, smooth, grainy, fluffy, flaky and coarse.  

Math

• Find your best size. Choose plates large enough to accommodate food without overcrowding. Oversized plates offer a dramatic flair but can give the impression of too-small portions. The less on the plate, the more precision required as focus is tight.
• Scale down. Perception of quantity increases if your portion sizes match the scale of the plates, bowls or platters. Simply put, smaller portions on smaller plates. Reducing portion sizes by 10 per cent but visually filling the plate is good for your bottom line. 
  However, if your dinnerware inventory doesn’t contain the size you need and purchasing a new size is out of the budget, strategic placement and arrangement of smaller portions on larger dishes can still deliver.
• Follow the rule of thirds. In food, the rule suggests placing the focal point to the left or right side of the plate. Go further and apply a well-used photography rule to your plates (or bowls or platters) no matter the shape or size to artfully showcase your focal ingredient.
• Work the odd numbers. Although never scientifically proven, many chefs believe an odd number of elements, like shrimp or meatballs, is more visually appealing and gives a perception of more food. Even numbers typically require more precise placement for balance. 
• Consider shapes. Consider the shape of the food and the plate.  Circles (dots of sauce, a timbale of grains, brussels sprouts) on a square plate add instant drama. Include height and depth.

Common sense

• Learn to fit in. How the dish reads on the menu should translate easily to the plate.  The customer shouldn’t be confused as the order is placed on the table. 
  Plating must fit within the capabilities of the kitchen and skill level of staff.
  A poor choice of plate, its size and colour, can throw off a well-organized kitchen if it doesn’t have a logical place.
• Watch the trends. Tightening and reducing portion sizes on menus is smart business.  Turn it up to brilliant by marketing your menu as nutritionally balanced to hit those customers craving healthy, tasty and beautiful food.
• Make it a movable feast. Walk around with your plated meal. Does it move?
• Step back. However beautiful your plate looks, it always comes down to how it “eats.” Sit in the diner’s chair and dig in. Is it the experience you were aiming for?

Remember:

• Use a clean plate – no chips, fingerprints, scratches or markings
• Plate quickly enough to maintain proper food temperature
• Don’t let food touch the rim
• Pick a focal point/ingredient
• Ensure servers know the direction in which the plate should be served

Elevating your food with thoughtful plating gives a memorable first impression before your customers even take a bite. If they grab their cameras before their forks? Your food plating is a masterpiece.

Managing guest expectations during times of constant change through effective communications tactics

Keeping your guests informed and up to date about what to expect when dining at your establishment has never been so critical to the success of your foodservice operation. The restaurant industry remains in a state of constant change, and to maximize the allowable dining capacities, you need to up your communications game.  

Start off by keeping these key questions top of mind for a more tactical approach to your communications: 

1. What do guests want to know right now about my restaurant?
2. How will the message we’re communicating make them feel?
3. Where and how do they want to receive messages?
4. How will they respond and how can our team be ready?

Transparency is a Winning Tactic

First and foremost, a transparent and authentic approach is critical in achieving effective communications that will leave your restaurant guests feeling comfortable, safe and informed about the NEW dining experience at your establishment. Be first to share your health and safety procedures, operational changes such as seating and team updates, and menu modifications, so guests know upfront what to expect without having to ask. This tactic will help to demonstrate that your team takes the changing circumstances seriously, you’re informed, and you want to provide the best guest experience. 

Consistent and Timely Information is Key for Restaurant Marketing

In a recent poll, 59% of respondents shared that they use Google to find out information about a restaurant, while 41% use Instagram.

Reservation booking platforms, search engine listings, your website, social media, and review websites all share pertinent information about your restaurant that informs guests decision-making. The information listed on these digital touch points must to be current and consistent for maximum awareness. There is nothing more frustrating for a guest than showing up to find a closed restaurant, when online it says it’s open. 

Here is the key information guests are looking when they search; be sure to keep it updated:

1. Health policies and procedures
2. Hours of operation and seating times
3. Menus 
4. Reservation system 
5. Takeout and delivery options
6. Specials 
7. Contact information

• TIP:  Help reduce email inquiries, direct messages, and phone inquiries by providing a few frequently asked guest questions and up-to-date team responses on your website, Facebook, and Google Business page! 

Focus on the Fun

It’s easy these days to overuse the pandemic in our communication, however when the time is right, focus on the new and exciting things happening at your restaurant to entice guests back in to dine and continue to take out. New menu items, improved service, seasonal drinks, revamped décor and design, weekend events, and special occasion celebrations are all things to communicate that will remind guests of why they should choose to dine with you versus a competitor.  Promote what you’re best known for, and feature it on all of your communications platforms! 

Get Even More Social

Social media is your simplest and quickest way to share what’s happening at your establishment with guests, and to spark two-way communication. Up your posting to daily, and share the unique brand experiences that will excite guests the most. With health and safety top of mind for diners, ensure your photography and video content showcase your team following the proper procedures, in order to resolve any guest concerns; transparency is absolutely the best policy. When boosting your social media presence be prepared for increased guest inquiries through direct messages and comments, and have a plan in place to respond within less than 24 hours. The FAQs and responses are also a useful tool when responding on social media. 

Land in the Inbox

Whether you send monthly emails or have never sent email communication from your brand, now is the time to get in the inbox. You’ll be fighting for space, however email communication is a great tactic to provide more detailed information for guests to help keep them informed of your weekly or monthly happenings. E-newsletters should be short and sweet, with a catchy subject line, and include hyperlinks either back to your website or a direct email for more information. Utilize email communication to feature operational and safety news, menu features, and special events.  

• TIP:  Can’t afford a graphic designer? Try Canva at no charge for a well-designed branded e-newsletter you can create in no time. 

Guests are eager and excited to get back to in-dining, and the most effective approach to filling your seats is to communicate timely and accurate information that sets a clear guest expectation. Your brand can’t over-communicate right now; it’s time to get loud!

Internal marketing is the process of promoting your brand and products within your organization. In a restaurant, the internal communication between owners and employees is an important factor that contributes to the success of a restaurant. Restaurant operators who implement internal marketing programs recognize that their most valuable marketing media are the people who work for them.

Communicating brand and product knowledge to your employees doesn’t have to be boring. Here are some tips on strategies you can implement and execute to promote internal marketing within your restaurant:

Encourage individualism

For years the trend was to script everything a staff member said to guests and have them dress in branded uniforms to fit the “brand look.” Today, some of the most popular and successful restaurants encourage their staff to dress in a way that showcases their individuality. This encourages staff to be themselves and allows them to create meaningful and authentic relationships with regular and new customers.

Discount programs for staff

A great incentive for current employees to visit the restaurant on their days off is to offer meal discounts. If an employee wants to bring friends or family, the meal discount also extends to them. In addition, regular guests love seeing and interacting with staff when they are off the clock.

Create a fun environment

Employees who enjoy their work excel at work. If employees are having fun, they’re going to work harder, stay longer and help promote your restaurant to guests in a positive way. Be an employer they want to promote by creating a fun, efficient and well-run working environment.

Boost your staff events

Company events help with team building, validate your employees, and boost company morale. There is often a gap between management and employees. To help fill this gap, look for certain ways that the team can connect outside of the restaurant environment. Summer parties, wine/beer tours, fitness groups or educational sessions are great examples of team bonding. These activities in the workplace enable better communication, better relationships and ultimately increase productivity.

Set up regular tastings with suppliers

Tastings are one of the most effective tools for suppliers to help build their own brand awareness and ensure that employees are keeping their brand top of mind when suggesting alcoholic drinks. Beer, liquor and wine reps are always happy to conduct private tastings for restaurants that represent their brand. This is a great tactic to provide product knowledge to your employees in a fun way.

Bring on the sale contests

Adding an element of healthy competition can help generate engagement and potentially increase sales. Connect with suppliers and come up with a contest that promotes a great prize. The incentive will encourage staff members to be eager to win. By creating a contest like this, not only will your sales increase but the contest will also create internal excitement with the team. A win-win tactic.

Hold pre-shift meetings

A part of the internal marketing management process that gets overlooked is the pre-shift meeting. Take a few minutes before each shift to brief your staff about any promotions and features for the day. While working in a restaurant can be fun and rewarding, it can also at times be a thankless job. Give some praise to your staff by highlighting their achievements. You can also have a chef or bartender to put together a dish or drink that staff are encouraged to promote or feature for the night. During the shift meeting, have staff try it and romance it to each other.