The Guide to Restaurant Marketing
+ 5 Pro Tips
How to Turn Your Digital Storefront into a Profit-Driving Machine
What Is Restaurant Marketing?
Blending Storytelling and Strategy to Attract, Engage, and Retain Guests
Restaurant marketing includes the strategies and activities that promote your brand, attract customers, and increase sales. It combines traditional methods (local events, print) and digital tactics (online ordering, social media, Google optimization) to:
- Create awareness of your restaurant
- Engage your target audience with relevant content
- Build loyalty that keeps customers returning
Why It Matters: In 2025, over 80% of diners discover restaurants online before deciding where to eat (Statista). Without a strong online presence, you’re missing the largest channel for customer acquisition.
And guests respond when it’s easy:
✅ Digital orders average 20% higher spend than in-store. (Deloitte)
✅ Restaurants see about 26% higher check sizes for online orders. (Deloitte)
✅ 34% of guests spend more when they order online instead of in person. (Statista)
✅ And with repeat guests spending far more than first-timers, your upsells pay off long-term. (Restaurant Technology News)
That means your digital storefront doesn’t just help people find you — it directly increases per-order revenue.
With the Chowly Platform, independent restaurant operators can manage first-party online ordering, menus, marketing, and Google tools all in one place, streamlining marketing efforts while protecting margins.
Why Is Marketing Important for Restaurants?
The Link Between Visibility, Revenue, and Long-Term Success
Marketing isn’t just “getting your name out there.” It’s a strategic growth engine for:
- Visibility: Appear in local searches, social feeds, and online maps
- Revenue: Drive higher-margin first-party online orders
- Sustainability: Build repeat business with loyalty programs and targeted offers
First-Party vs. Third-Party
Third-party delivery apps can charge 20–30% per order in commissions (McKinsey & Company). First-party ordering through your own website or app keeps more revenue in your pocket, gives you access to guest data, and allows full control over promotions and pricing.
Independent restaurant operators using the Chowly Platform can:
- Manage first-party online ordering
- Update menus across multiple channels
- Run loyalty programs
- Launch email and SMS marketing
- Optimize Google Business Profile content
- Track analytics and order trends
All from one dashboard, eliminating manual updates and saving hours every week.
Why It Pays to Have a Marketing Strategy
How Consistency Outperforms Chance Every Time
Marketing isn’t just a “nice-to-have” for independent restaurant operators, it’s the difference between relying on chance and creating consistent growth. When you approach marketing with a clear plan, every effort builds on the last, from increasing your visibility to boosting repeat orders.
The table below shows how following a structured marketing strategy stacks up against a more reactive, ad-hoc approach:
| Aspect | With a Restaurant Marketing Strategy | Without a Restaurant Marketing Strategy |
|---|---|---|
| Visibility | Consistently appears in Google search, Maps, and social media feeds | Relies on walk-ins, word of mouth, or random online mentions |
| Brand Consistency | Unified visuals, tone, and messaging across all platforms | Inconsistent look and feel; customers can’t easily recognize the brand |
| Order Growth | Drives repeat and direct orders through first-party channels | Limited growth, heavily dependent on costly third-party platforms |
| Guest Engagement | Uses email, loyalty programs, and social media to keep customers coming back | Minimal communication after the first visit; no loyalty incentives |
| Data & Insights | Tracks orders, campaign ROI, and guest behavior for informed decisions | Little to no data; decisions based on guesswork |
| Profitability | Higher margins by steering guests to low-cost channels and optimizing pricing | Lower margins due to high commissions and inefficient pricing |
| Scalability | Processes and platforms in place to replicate marketing success at new locations | Marketing is reactive, making scaling efforts inconsistent and harder to replicate |
With the Chowly Platform, you don’t just “do marketing,” you connect it directly to your menu, ordering, loyalty program, and guest data. That means every promotion, every post, and every email directly drives orders, boosts profit, and scales effortlessly.
How Independent Restaurant Operators Use Marketing
Real-World Tactics That Drive Direct Orders and Build Loyalty
Successful restaurants blend storytelling with sales tactics. Common strategies include:
- Showcasing menu items with professional photos or short videos
- Posting seasonal specials to encourage repeat visits
- Featuring user-generated content (UGC) to build social proof
- Sharing behind-the-scenes stories to humanize the brand
- Running cross-promotions with local businesses to expand reach
When you rely on third-party delivery apps as your main channel, you’re giving up 20–30% of every sale. (Deloitte)
5 Ways to Maximize Your Marketing Efforts
Practical Steps to Boost Direct Orders and Guest Engagement
1. List Your Menu Online
Your menu is your #1 sales tool. Keep it updated and easy to find, ideally integrated with first-party ordering so guests can click and order instantly.
Chowly Platform operators update menus across ordering platforms, Google, and their website from a single dashboard.
2. Stick to Consistent Branding
Your colors, logo, and design should match across your website, social media, and email. This creates recognition and trust.
The Chowly Platform ensures your brand is consistent across online ordering, loyalty apps, and marketing assets.
3. Post User-Generated Content (UGC)
Encourage guests to share their experiences and tag your restaurant. UGC is authentic and drives word-of-mouth.
Pair UGC with Chowly’s built-in ordering links to convert attention into revenue.
4. Cross-Promote with Partners
Collaborate with local businesses for giveaways, events, or pop-ups. This introduces you to new audiences at no extra cost.
Track your co-marketing campaigns directly inside the Chowly Platform’s analytics dashboard.
5. Improve Email Marketing
Segment your list, personalize offers, and send targeted promotions. Timely campaigns drive repeat orders
The Chowly Platform automates campaigns linked to guest order history, so every email is measurable.
Key Takeaways
Essential Lessons for Building a Stronger, More Profitable Restaurant Brand
- Your digital storefront is your most valuable real estate for guest acquisition.
- First-party ordering drives higher profit margins than third-party platforms.
- Consistency, automation, and integration make marketing more effective.
- The Chowly Platform unites your menus, ordering, loyalty, and marketing so you can grow profitably without extra lift.
FAQ About Restaurant Marketing
Quick Answers to the Most Common Operator Questions
A digital storefront is your online presence: website, menu, online ordering, Google Business Profile, and social media. It’s often the first interaction a guest has with your brand. A well-optimized digital storefront can increase conversion rates. Operators like Two Eggs! increased their takeout profit by 30% when they optimized their digital storefront. Now, 60–65% of their guests are repeat regulars who spend more than first-timers. (Source: Restaurant Technology News).
First-party ordering avoids the 20–30% commissions of third-party apps, giving you more control over pricing, promotions, and customer data.
- Optimize your Google Business Profile
- Post regularly on social media
- Build an email list
- Leverage user-generated content
Combine loyalty programs with personalized offers based on past orders. Restaurant loyalty programs can increase visit frequency by an average of 35% and boost average order value by about 20%, according to (Clavaa Research). The right loyalty software doesn’t just reward frequent diners — it helps you upsell, grow visit frequency, and lift your average order value.
Yes, but strategically. Use them for discovery, then convert repeat guests to first-party channels. The Chowly Platform lets you manage both in one place.
Track metrics like online orders, repeat order rate, average order value, and email campaign revenue. Chowly Platform analytics show exactly which marketing tactics drive profit.
📌 Next Step: Explore the Chowly Platform and see how it helps independent restaurant operators win more direct orders, keep more profit, and grow outside the four walls.
