If you feel that digital marketing isn’t giving your local restaurant the results you need, then it's time to explore more targeted strategies.

89% of people do dining research on their phones, so if you’re not making the most of your online presence, you're missing out on a huge opportunity. Local restaurant marketing can help you reach your target audience more effectively.

Why local marketing is important for restaurants

One of the most important reasons restaurants should engage in local marketing is to create meaningful relationships with their community. When a restaurant participates in local events or partners with local businesses, it becomes part of the neighborhood’s fabric.

72% of American consumers prefer to do business with companies that share their values both in the retail and restaurant industries. Whether through supporting local charities or participating in food drives, local restaurants can become go-to places for customers who want to support their community.

Additionally, local marketing helps restaurants stand out by targeting specific audiences within their immediate area.

Instead of competing on a national level, restaurants can focus their marketing resources on connecting with diners close by. It helps allocate resources directly to those who are most likely to become loyal, repeat customers.

Local restaurant marketing vs traditional marketing

Local restaurant marketing and traditional marketing take very different approaches when it comes to reaching customers. Traditional marketing strategies, like national TV ads, billboards, or widespread social media campaigns, can generate awareness, but they aren’t that effective when it comes to connecting with local customers.

These broader campaigns target a general audience, which may include many people who are not in your restaurant’s area or don’t have an interest in your type of cuisine.

On the other hand, local restaurant marketing allows you to target specific audiences. Instead of paying for ads that reach a broad, untargeted audience, local marketing ensures that your message reaches people who live or work nearby and are more likely to visit.

13 effective ways local marketing strategies for restaurants

Local restaurant marketing is all about building strong relationships with your community and reaching the customers closest to you. The good news is there are plenty of ways to engage in local marketing, both online and offline.

1. Improve your restaurant’s Google Business profile

Google reports that customers are 70% times more likely to visit businesses with a complete Business Profile.

Your Google Business Profile serves as the first point of contact for many potential customers searching for local restaurants. When someone searches for a restaurant or types in phrases like “best pizza near me,” a well-optimized profile can help your restaurant appear at the top of local search results.

If you haven’t already claimed your Google Business Profile, this should be your first step. Go to the Google Business page and claim your restaurant. Make sure that your restaurant's name, address, phone number, and website are correct and consistent across all platforms.

Include local keywords in your restaurant's description and services. For example, if you own a seafood restaurant in San Francisco, use phrases like “best seafood in San Francisco” or “fresh oysters near Fisherman’s Wharf” to help your restaurant rank higher when people in your area search for food.

Add high-quality photos and videos regularly, posting as soon as new dishes are added to your menu. Keep your hours updated as well, especially if you have special holiday hours or seasonal changes.

2. Partner with other businesses

Local restaurants that partner with nearby businesses can leverage each other's customers, offering promotions or joint events that benefit both parties. This local marketing tactic also builds a sense of community by supporting other businesses.

First, you should look for local businesses that complement your restaurant. For example, a bakery could partner with a local coffee roaster to offer a joint promotion like “Get free coffee with any pastry.”

Similarly, a seafood restaurant might collaborate with a nearby winery to offer a wine-pairing dinner. The key is finding partners who align with your restaurant's brand and customer base.

Another great way to partner with local businesses is by featuring their products on your menu or in your restaurant marketing. For example, a farm-to-table restaurant can feature produce from a local farmer or cheeses from a local artisan.

Not only does this support local businesses, but it also gives your restaurant a unique selling point. Highlight these partnerships in your marketing materials to show your support for the community and attract customers who value locally sourced ingredients.

3. Run targeted ads

Location-based marketing boosts ad engagement by as much as 30%. For local restaurants, running geo-targeted ads on Google or social media keeps your marketing efforts focused on the people most likely to visit your restaurant—those who live, work, or spend time nearby.

These ads allow you to display your ads to people based on their location, such as within a 5-mile radius of your restaurant. It’s especially useful for local restaurant marketing because it guarantees your ads are seen by people who are within range to physically visit your business.

By focusing your ads on local users, you make your marketing budget more effective.

Google Ads allows you to set specific location parameters for your ads. To begin, create a new campaign and set your target location. This can be as broad as a city or as narrow as a specific radius around your restaurant.

When creating Google Ads for restaurants, make sure to do thorough keyword research so you can reach the people who are looking for the dishes you have to offer.

Facebook Ads offers similar geo-targeting options. You can set your ad to appear only for people in a particular geographic area, down to a zip code or radius around your restaurant.

As you implement these digital marketing ideas, remember to consider the timing. Customers looking for a place to eat during their lunch breaks may start their search at 11 AM. Knowing this, you should schedule your ads to run at the most relevant times to reach hungry customers.

4. Host special events

Special events like trivia nights, live music, or charity fundraisers help bring in foot traffic and create lasting memories, encouraging customers to return. These create a unique experience that goes beyond just food and drink.

For example, a restaurant that hosts a trivia night not only attracts regulars but their friends as well, especially those who are looking for a fun way to spend the evening. These events help turn occasional diners into loyal customers by providing memorable experiences that foster emotional connections with your restaurant.

A weekly or monthly trivia night can become a crowd favorite, especially if you pair it with food and drink specials. Special offers are one of the top restaurant marketing strategies that bring in a regular crowd.

You can also invite local musicians or host holiday-themed events to give your restaurant a lively atmosphere and encourage people to stay longer.

5. Target local keywords on your online content

Aside from geo-targeted ads, which require a bit of upfront cost, you can also be more intentional with your online content by targeting local keywords.

Search engines, particularly Google, prioritize content that includes keywords relevant to a user's location. Implementing a local SEO strategy helps your restaurant appear higher on the results page, increasing your chances of attracting customers looking for dining options near them.

Start by looking for relevant keywords using tools like Google Keyword Planner or Moz. Search for terms that include both your restaurant's type of cuisine and your location, like “Denver pizza” or “best pizza in Denver” if you run a pizza shop in Capitol Hill.

Add local keywords throughout your website as well, from the homepage, menu page, and contact page with relevant location-based phrases. Don’t forget your meta descriptions (the page descriptions that show in Google search results) and alternative texts (for images).

Use local keywords in your social media posts, too. When you post about your daily specials or upcoming events, include hashtags and keywords specific to your location, like #AustinTacos or #SeattleSeafood.

6. Organize contests and giveaways

Hosting contests and giveaways is an exciting way to generate buzz and engage with your local community. In fact, a study by Tailwind showed that Instagram contests or giveaways grew businesses’ follower count 70% faster.

Most restaurants find success running giveaways on social media platforms like Instagram and Facebook. These platforms make it easy for participants to share the contest with their network, maximizing reach.

Keep the entry process simple. For example, ask customers to like your post, tag friends, and share the contest on their stories. The easier it is to enter, the more likely people are to participate.

The prize should reflect your restaurant brand. For instance, a free meal for two, a gift card, or even exclusive access to a new menu item can attract a lot of attention.

7. Get your restaurant listed on local directories

Being listed on local directories improves your restaurant's search engine ranking and makes it easier for customers to find you. Listings provide essential details, such as your location, hours, and restaurant menu, which help drive more online traffic and foot traffic.

Do a search on your restaurant name and claim your profiles on key directories like Yelp and TripAdvisor. Just like with your Google Business Profile, make sure your address, phone number, hours, and menu are accurate and up-to-date.

Don’t forget to add high-quality photos and encourage satisfied diners to leave positive reviews, and respond to feedback to show that you care about the customer experience.

8. Find influencers in your area

Influencers, especially in the food niche, have loyal followers who trust their recommendations. Partnering with a local influencer to showcase new menu items or special promotions can create buzz and drive more customers to your restaurant.

Look for influencers who already talk about local dining or restaurants. You can search Instagram or TikTok using geo-specific hashtags like #AustinEats or #NYCFoodies to find users who have a strong local following.

Reach out and propose a collaboration, such as a sponsored post or a takeover of your restaurant's social media account. Offer them a free meal or other incentives to encourage them to share your restaurant with their audience.

Complement this local marketing strategy by giving your restaurant a refresh and making it more “Instagrammable.” Having your space and dishes visually appealing can make it more enticing for influencers and their followers.

Consider adding colorful decor, unique plating, or eye-catching backdrops that complement your brand. With this restaurant advertising idea, you can leverage the power of social proof and user-generated content to attract new customers.

9. Sponsor local sports teams or organizations

Sponsoring local sports teams or organizations is a great way to get your restaurant brand in front of loyal community members while supporting a good cause.

When you sponsor a youth soccer team or a school club, you show your commitment to the local community. This can help build trust and loyalty among residents who appreciate businesses that give back.

You might consider sponsoring a little league team, a high school sports team, or even a community event. Reach out to their organizers to discuss partnership opportunities.

When sponsoring, make sure your brand is well-represented, which includes placing your restaurant's logo on team uniforms, banners at games, or mentions in event programs. For example, a local restaurant that sponsors a high school football team could get its name mentioned at each game or printed on game-day flyers.

Once you’ve secured the sponsorship, promote it on your restaurant's social media channels and website. This way, your existing and potential customers will know about your community involvement.

10. Participate in local food festivals or farmers’ markets

Another community event type you can leverage is food festivals or farmers’ markets. These events are even more targeted as they gather a large crowd of food lovers. By setting up a booth, you can showcase your best dishes while getting your restaurant more exposure.

Check with the organizers of local food festivals or farmers' markets and ask how you can join. Make sure you think about your brand when choosing events.

If you run a farm-to-table restaurant, a local farmers’ market might be the perfect place to connect with your ideal audience. Meanwhile, if you specialize in Asian cuisine, a multicultural food festival could be a better fit.

Whichever event you choose, make sure to offer samples, hand out coupons, and engage with attendees to create a memorable experience.

Keep the menu simple and focused on crowd favorites that highlight what your restaurant does best. Interact with the event crowd and invite them to visit your restaurant.

11. Join online communities

Joining online communities like local Facebook groups, Nextdoor, or subreddits is a great way for your restaurant to build a presence within your local area. Residents often ask for recommendations, share experiences, and discuss local businesses on these platforms.

Search for local Facebook groups, Nextdoor communities, and subreddits that are specific to your city or neighborhood. Join groups that allow businesses to interact or promote their services.

It’s important not to come across as overly promotional. Instead, engage with local customers by answering questions, offering helpful information, or sharing upcoming local events your restaurant is involved in.

Once you've built some credibility, share restaurant marketing updates like exclusive offers, events, or new menu items.

12. Distribute flyers or coupons

Distributing flyers or coupons to local homes and businesses is a traditional yet effective restaurant marketing strategy to raise awareness and drive foot traffic. A flyer marketing campaign has a success rate of 1% to 5%, which means that for every 100 flyers distributed, you can expect 1 to 5 new customers.

It might not seem as much. However, if you think about it, you get a decent return on your investment, considering the cost of designing and printing a simple flyer can go as low as $50 to $150.

When you create flyers, make sure you clearly state your restaurant's special offers, events, or new menu items. Include your restaurant's name, address, phone number, and website.

You can also add a coupon or limited-time discount to encourage immediate visits. You can write, "Bring this flyer for 20% off your next meal."

Look for high-traffic areas where your restaurant's target customers live or work. Hand out flyers to nearby businesses, local homes, and community centers. You can also partner with other local businesses like gyms, grocery stores, or laundromats to display your flyers.

13. Offer catering or delivery services for local businesses

Becoming the go-to lunch option for local businesses is an effective restaurant marketing strategy to establish a steady stream of regular orders. With catering or delivery services, your restaurant can serve office workers who need convenient, quality meals for lunch breaks, meetings, or special events.

Tailor your restaurant's menu to fit the needs of local offices. Offer options that are easy to serve and enjoy, like sandwiches, salads, wraps, and finger foods.

You can also develop catering packages that suit different business sizes, from small team meetings to large office lunches. Offering pre-set packages with varying portion sizes can simplify the ordering process for businesses.

For example, a “Team Lunch Special” for 10-15 people could include a mix of wraps, salads, and drinks.

Reach out to nearby businesses through flyers, email campaigns, in-restaurant posters, and on social media. Let them know about your restaurant's catering services and any special offers, like discounts for first-time customers.

Tracking your local restaurant marketing strategies’ performance

Measure the success of your local restaurant marketing campaigns by tracking KPIs, setting up monitoring tools, and knowing the benchmarks to compare them with.

Know your goals and KPIs

Setting clear goals will help you measure the success of your marketing efforts and make data-driven adjustments. Key metrics to track include Customer Acquisition Cost (CAC), Return on Investment (ROI), and foot traffic, among others.

1. Customer Acquisition Cost (CAC)

The CAC metric tells you how much it costs to acquire a new customer through your marketing campaigns. To calculate it, divide the total cost of your restaurant's marketing efforts by the number of new customers acquired.

For example, if you spend $1,000 on a local marketing campaign and gain 50 new customers, your CAC would be $20 per customer.

2. Return on Investment (ROI)

ROI shows how much revenue you're generating from each marketing campaign compared to the cost of running it. You can get this figure by subtracting the cost of the campaign from the revenue generated, then divide by the cost.

If you spent $500 on a social media ad and earned $1,500 in revenue, your ROI would be 200%.

3. Foot Traffic

You should also track the number of people who physically visit your restaurant after specific local marketing efforts. If you promote a special event or discount, check how many new customers come through your doors because of it. Use foot traffic counters, point-of-sale systems, or simple observation to gather data.

4. Online Orders

Aside from foot traffic, you should also check how many people order online. If you run a social media promotion, for instance, evaluate whether there’s a noticeable increase in orders through your website or app.

5. Customer Retention Rate

It’s not just about gaining new customers. You also want to keep them coming back. Measure how well your local restaurant retains customers after a campaign, especially if you use loyalty programs or referral incentives.

To do this, you can track the percentage of customers who make repeat visits within a certain timeframe, like 30 or 60 days. This will help you understand the long-term impact of your local marketing strategies.

Set up your tracking tools and platforms

Once you've defined your key metrics, you must set up the right tools and platforms. These tools allow you to collect valuable data, measure campaign effectiveness, and make informed decisions.

You can use Google Analytics, which gives you an idea of where your visitors are coming from, how they found your site, and what pages they interact with the most. Social media platforms such as Facebook, Instagram, and Twitter also have built-in analytics that allow you to track the engagement of your posts, such as likes, shares, comments, and reach.

Your POS system is another tool that lets you track sales and foot traffic data. Most POS systems generate reports that show which days or times your sales peaked and if there is a connection between local campaigns and increased revenue.

Compare results against benchmarks

When you run a campaign, you must have a baseline or benchmark against which to compare your results. Doing so helps you understand whether your efforts are paying off and where improvements can be made.

Ask yourself the following questions:

• Did your foot traffic increase?
• Did your CAC increase?
• Did you see an increase in online orders?
• How was your social media engagement?

Knowing the answers to these questions will show you how well your local marketing strategies bring in nearby customers.

Get feedback from customers

On top of tracking quantitative data, you should also collect qualitative feedback from your customers. By collecting this information, you’ll be able to better understand what’s working and where adjustments need to be made.

Encourage dine-in customers to provide immediate feedback by placing comment cards on tables or using brief in-person surveys. Ask specific questions like whether they found your restaurant through your recent local marketing campaign.

Follow-up emails are also useful for gathering data on customer sentiment. These emails can ask about the online ordering experience. Adding a simple survey link or a star rating system will encourage more customers to participate.

Lastly, you can leverage social media polls to collect feedback, especially for recent restaurant marketing events or promotions. For example, if your restaurant hosted a special local event, create a poll asking if attendees enjoyed it or if they would attend similar events in the future.

Grow your restaurant with effective local restaurant marketing

Local marketing helps restaurants build stronger community connections and attract loyal customers. By focusing on specific, nearby audiences, your restaurant can maximize its marketing efforts and drive more foot traffic and online orders.

Source: Vahag Aydinyan, 7shifts