Running a restaurant in the UK is demanding. Between managing staff, sourcing ingredients, and ensuring top-notch service, finding time to actively promote your business can feel like another mountain to climb. Yet, effective promotion is crucial for attracting new diners and keeping your loyal guests coming back, ultimately leading to more bookings and a healthier bottom line.
Forget complex marketing theories for a moment. This guide focuses on practical, actionable tactics you can start using today to promote your restaurant and fill those empty tables. While having a clear direction helps – perhaps by outlining a basic restaurant marketing plan – these steps are designed to deliver results even if you're short on time or budget. Let's dive into how you can get your restaurant noticed.
Optimise your online presence to be found easily
In today's world, your online presence is often the first impression you make. Potential diners frequently search online before deciding where to eat, so making sure you're easily found – and look appealing – is vital.
- Your website: the digital front door. Think of your website as your restaurant online. It needs to be more than just a placeholder. Ensure it has:
- An easy-to-read, up-to-date menu (PDFs can be tricky on mobiles).
- High-quality photos of your food and ambience.
- Clear contact information (phone number, address with map, email).
- Accurate opening hours (updated for holidays!).
- A prominent, easy-to-use booking button (ideally linked to a system like TheFork Manager for seamless reservations).
- Google Business Profile (GBP): your local spotlight: Claiming and optimising your free Google Business Profile is non-negotiable. It helps you appear in Google Maps and local search results. Keep it active by:
- Regularly updating photos of dishes, events, or your interior.
- Posting updates about specials, events, or temporary changes.
- Responding promptly to questions asked via the Q&A feature.
- Ensuring all details (hours, phone, website) are always accurate.
- Online directories matter: Be present and correct on key restaurant directories and booking platforms like TheFork and TripAdvisor. Many diners use these platforms specifically to discover and book restaurants. Using a tool like TheFork Manager can help centralise your information and manage bookings from multiple sources.
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Engage guests visually with social media marketing
Social media is perfect for showcasing the vibrant atmosphere and delicious food your restaurant offers. It's a direct line to current and potential guests.
- Focus your efforts: You don't need to be everywhere. Concentrate on platforms where visuals shine, like Instagram and Facebook. These are generally the most effective for restaurants.
- Show, don't just tell: Post high-quality photos and short videos regularly. Ideas include:
- Mouth-watering close-ups of your most popular dishes.
- Behind-the-scenes glimpses of your kitchen or staff.
- Short videos of food preparation or a bustling service.
- Announcements of daily specials or new menu items.
- Showcasing your restaurant's unique atmosphere or decor.
- For specific tips on leveraging Instagram, check out our guide on how to promote your restaurant on Instagram.
- Engage with your audience: Social media is a two-way street. Respond to comments and messages quickly, ask questions in your posts, run simple polls ('Which special should we feature next week?'), and share content posted by your happy guests (user-generated content).
- Use local hashtags: Help local diners find you by using relevant hashtags like #[yourcity]food, #[yourcity]restaurants, or #[yourneighbourhood]eats, alongside more general food hashtags.
- Run simple contests: Generate buzz with easy-to-enter competitions. For example: 'Tag a friend you'd share this meal with for a chance to win a free dessert' or 'Share your photo at our restaurant using #[yourrestauranthashtag] to win a voucher'.
Turn online reviews into powerful promotion tools
Online reviews on sites like Google, TheFork, and TripAdvisor are incredibly influential. Positive reviews act as free advertising, building trust and encouraging bookings.
- Gently encourage reviews: Happy guests are often willing to leave a review if asked. You could:
- Place a small, polite sign near the till or exit.
- Add a friendly note on the bottom of receipts.
- Send a brief follow-up email after their visit (easy to manage if you use a system like TheFork Manager that captures guest details during booking).
- Respond to all reviews: This is critical. Thank guests for positive feedback – it shows you appreciate them. Address negative reviews promptly, politely, and professionally. Acknowledge their concerns, apologise if appropriate, and offer to discuss the matter further offline. How you handle criticism publicly says a lot about your commitment to guest satisfaction.
- Showcase your best feedback: Share glowing reviews on your social media channels or create a dedicated 'Testimonials' section on your website.
- Monitor your reputation: Keep an eye on review sites. Tools like TheFork Manager can help you track reviews left specifically on TheFork platform.
Build loyalty and drive bookings with email marketing
Email remains a highly effective way to communicate directly with guests who have already shown interest in your restaurant. It's perfect for building loyalty and encouraging repeat visits.
- Build your email list (ethically): Collect email addresses with permission. Simple ways include:
- A sign-up sheet at the till (ensure GDPR compliance).
- An option during the online booking process (platforms like TheFork Manager can facilitate this).
- Offering a small incentive for signing up (e.g., 'Join our mailing list for a complimentary coffee on your next visit').
- Send valuable content: Don't just constantly sell. Provide genuinely interesting updates or offers:
- A monthly newsletter with upcoming events, new menu items, or staff spotlights.
- Exclusive offers or early access to bookings for subscribers.
- Birthday greetings with a special discount (if you collect birth dates).
- Reminders about upcoming seasonal menus or events.
- Use your customer data: If you use a system like TheFork Manager, you can leverage your customer database to send more targeted communications based on past visits or preferences.
Create buzz with special offers and events
Well-planned offers and events can attract guests during quieter periods, encourage trial, and generate excitement.
- Enticing offers: Think about what would appeal to your target audience:
- Set menus (lunchtime deals, pre-theatre offers).
- Happy hour drinks and nibbles.
- Theme nights (e.g., curry night, steak night, wine tasting).
- Discounts for specific groups (students, seniors) on certain days.
- Seasonal specials featuring local produce.
- Promote them effectively: Announce offers clearly on your website, social media, email newsletters, and with signage inside your restaurant.
- Consider small events: Depending on your space and style, you could host:
- Live music evenings.
- Wine or beer tasting sessions with a supplier.
- Simple cooking demonstrations or workshops.
- Manage offers easily: Platforms like TheFork Manager allow you to easily set up and manage special offers, making them visible to diners booking online. You might also explore specific advertising campaigns to boost visibility for major events or offers.
Leverage local partnerships and community presence
Connecting with your local community builds goodwill and can lead to valuable word-of-mouth promotion.
- Partner with neighbours: Team up with nearby, non-competing businesses (like local hotels, shops, cinemas, or B&Bs) for cross-promotions. Offer their guests a discount, and perhaps they can do the same for yours.
- Get involved locally: Participate in community events, local festivals, or farmers' markets. It’s a great way to increase visibility and let people sample what you offer.
- Highlight local sourcing: If you use local suppliers or ingredients, make it known! Guests increasingly appreciate businesses that support their local economy. Mention it on your menu, website, and social media.
- Build your reputation: Being seen as an active, positive part of the local community enhances your restaurant's image and makes people feel good about dining with you.
Promoting your restaurant doesn't require a huge budget or a marketing degree. By focusing on these practical tactics – optimising your online visibility, engaging on social media, managing reviews smartly, using email effectively, creating enticing offers, and connecting with your community – you can make a real difference in attracting more guests and filling your tables. Consistency is key; even small, regular efforts add up over time. For a deeper dive into the overall strategy behind promoting your restaurant, you might find our ultimate guide to restaurant marketing in the UK useful.
Ready to take control of your bookings and visibility? Discover how TheFork Manager can provide the tools to help you implement many of these promotional tactics efficiently.
Empty tables and ever-increasing costs?
