When it comes to cooking up new customers, running a restaurant is actually more than just serving good food. For many restaurant owners, local community marketing provides the key ingredient for creating your own loyal customer base and generating high local traffic. But just how does one go about attracting the local crowd? Besides, with all restaurants serving similar dishes and thus competing for a slice of the same market pie, how do you make your eatery stand out from others?
This guide will guide you by offering proven ways to work at marketing your restaurant locally. Then, the tightening of community bonds and making your customers happy will keep them coming back.
Why Local Marketing Matters for Restaurants
The goal of localized marketing is to serve people close to where they live. From a restaurant’s point of view, it is even more vital because the majority of diners make dining decisions based on distance.
“72% of diners use a restaurant’s location when making a decision.” (Research) It doesn’t matter if your establishment is a little bistro, an old diner, or a hip food truck. Thanks to local marketing, people find you whenever they look around for places to eat.
Local marketing is not just about sending traffic to your restaurant. It is building relationships with your community, getting repeat customers in the door and bringing in word-of-mouth referrals from satisfied diners who pulled a friend (“Hey, wanna have lunch with me?”) and got a positive report.
Next, let’s get down to the practical ways you can apply local marketing in your restaurant.
Optimize Your Website for Local Search
Make Sure Your Website is Mobile-Friendly
The first impression many customers have of your restaurant isn’t your delicious food but your website. Nearly half of all diners make bookings or decisions about where to eat using their smartphones. A mobile-friendly, easy-to-navigate site ensures they stick around to learn more about you.
Here’s what to include:
- Your menu (with prices!)
- Clear contact information
- Address linked to Google Maps
- Online reservation or ordering capabilities
Use Local SEO to Your Advantage
Local SEO (Search Engine Optimization) ensures your restaurant appears in search engine results when users search for terms like “Mexican restaurant near me” or “best pizza in [city name].”
To rank higher in search results:
- Include local keywords in your site (e.g., “farm-to-table restaurant in Brooklyn”).
- Create a dedicated page for each location if you have multiple outlets.
- List your restaurant on Google Business Profile (more on that next).
Claim and Optimize Your Google Business Profile Listing
When someone Googles “restaurants near me,” your Google Business Profile listing is often the first thing they see. 42% of local searches result in someone clicking on a Google Map listing. This means claiming and optimizing your Google profile is non-negotiable.
Here’s how to make the most of it:
- Upload high-quality photos of your food, drinks, and interior.
- Add your menu, with any standout promotions (e.g., “Happy Hour every day from 5–7 PM!”).
- Encourage satisfied customers to leave reviews.
Keep your profile updated with your hours, location, and even holiday closures. Small details go a long way in building trust.
Leverage Social Media Marketing
Social media is a game-changer for restaurant marketing. Platforms like Instagram, Facebook, and TikTok allow you to reach local foodies and drive engagement.
Share Instagram-Worthy Content
Are your dishes visually stunning? Snap mouthwatering pictures and eye-catching videos, then post them on Instagram. Use local food hashtags like #NYCEats or #AustinFoodies to make your posts discoverable to nearby diners.
Leverage Facebook Events
Hosting a live jazz night? Selling discounted burgers on Tuesdays? Promote local events using Facebook’s “Events” feature. This not only draws crowds but gives your audience something to look forward to.
TikTok for Local Trends
TikTok isn’t just for Gen-Z. Restaurants are going viral with creative behind-the-scenes content, recipe tutorials, or quirky videos showing customer reactions (“POV: You try our triple-decker burger for the first time”). Use trending audio tracks and hashtags to reach a wider audience.
Partner with Local Businesses and Schools
One of the best ways to connect with your community is by partnering with other local organizations.
- Collaborate with nearby businesses: Partner with fitness studios, coffee shops, or retail stores to cross-promote each other. For example, you could hand out discount flyers for each other’s services.
- Sponsor community events or schools: Support local sports teams, offer discounts to students, or cater local charity events. These gestures create goodwill and enhance your brand reputation.
Offer Exclusive Local Promotions
Everyone loves a deal, and offering promotions is a surefire way to attract customers. Make sure your offers appeal to your local audience.
Examples of promotions:
- “Monday Night Loyalty Discounts” for regular customers
- “Workday Lunch Deal” to attract office employees in your area
- Family deals or discounts for kids on certain days
Be sure to spread the word through flyers, social media promotions, and business partnerships.
Get Local Media Coverage
Reach a broader audience by collaborating with local newspapers, bloggers, or food influencers. A glowing review or feature can bring in dozens (sometimes hundreds) of diners curious to try your restaurant.
Here’s how to do it:
- Invite food bloggers and influencers to a tasting event at your restaurant.
- Pitch your story to local papers (“We’re a family-run business using recipes passed down for generations.”)
- Send press releases for major updates like menu launches or charitable campaigns.
Host Community Events
Nothing brings people together like food! Hosting events is a fun way to increase visibility and foster loyalty among local customers.
Ideas include:
- Open mic nights
- Trivia or themed dinner nights
- Local art displays (featuring regional artists)
- Seasonal festivals
These events boost foot traffic, increase social media buzz, and put your restaurant top-of-mind for attendees.
Encourage and Leverage Reviews
Positive online reviews are critical for gaining customer trust. A recent study revealed that 92% of diners read reviews before choosing a restaurant.
How to get more reviews:
- Directly ask satisfied customers to leave comments on Google or Yelp.
- Run a “review and win” campaign offering participants the chance to win a free meal.
Respond to reviews (both positive and negative) professionally. Keeping an open dialogue demonstrates that you value customer feedback.
Incorporate Local Flavors into Your Menu
Promoting dishes inspired by where you live is a great way for your restaurant to stand out. Setting regional ingredients or emphasizing local flavors goes over well with customers. In fact, in Nashville a variation on hot chicken might wind up as your house specialty.
Be sure to post these on social media and claim them in the Google My Business listing as your unique selling points.
Invest in Local Advertising
Local ads, whether digital or physical, are a great way to get the word out.
- Digital ads: Use platforms like Google Ads or Facebook Ads with location targeting to reach diners nearby.
- Offline ads: Advertise in local newspapers, print flyers, or invest in banners at community events.
Bring Local Marketing to Your Restaurant Strategy Today
It’s not that difficult, it is a method of establishing a relationship with your local community. Meanwhile when potential customers need to decide where they will eat dinner, make sure they come across your presence one more time regardless of where they turn their head.
From mastering local SEO to hosting events that your neighborhood loves, these strategies are designed to bring more people through your doors. Once you start implementing them and begin seeing real results which uplift both your image and net worth, you will understand why the Pied Piper is an excellent investment.
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