Running a restaurant is already a full-time job — restaurant marketing shouldn’t feel like one either. But in today’s world, having great food and a cozy space isn’t enough to get people through the door. If potential guests can’t find you online, they might not find you at all.
Whether you’re opening your first café or trying to give your established restaurant a modern glow-up, digital marketing can help you reach more potential guests, get more tables booked, and build a loyal community — without needing a huge budget or a full marketing team.
In this restaurant digital marketing guide, we’ll walk you through beginner-friendly tips to get your restaurant seen online, especially in your local area. And don’t worry — we’ll keep it simple, clear, and doable.
Step 1: Claim and Optimize Your Google Business Profile
If you only do one thing from this list — make it this one. Your Google Business Profile (formerly Google My Business) is what shows up when someone searches for your restaurant on Google or Google Maps. Think of it like your digital business card. It shows your name, location, hours, photos, reviews, and more. And it’s completely free!
Why the Google Business Profile (GBP) Is so Important
- It helps people find you fast — especially when they’re nearby and hungry.
- It’s basically THE place where potential guests search for places to eat and drink. A study by PYMNTS asked 2.200 US consumers about their preferred platform to research restaurants. 62% stated that they use Google as the #1 platform and 51% even cited it as the best platform to gather restaurant information. Thus, without a GBP you are missing out on these 62% of potential customers!
- It gets your restaurant listed in the “local pack” (those top 3 listings on the map).
- You can post updates, like new menu items, specials, or holiday hours.
How to Set Up Your GBP Correctly?
- Claim or create your profile and verify the GBP with the given verification method.
- Make sure your name, address, and phone number are correct.
- Add quality photos — food, interior, menu, and even your team.
- Choose the right categories (e.g., “Italian Restaurant,” “Vegan Restaurant”).
- Write a short but clear description — what makes your place special?
- Keep your hours updated and include holiday hours.
- Start collecting reviews and reply to them (we’ll talk more about this later).
If you want to know in detail how to optimize your Google Business Profile, don’t forget to check out our dedicated blog post.
Step 2: Build a Simple, Mobile-Friendly Website
Even if most of your customers find you through Google or Instagram, having a website gives your restaurant a home base online. It’s where people go when they want to see your menu, make a reservation, or check your hours — all in one place. A user-friendly website is a non-negotiable in every marketing strategy for restaurants.
And don’t worry — it doesn’t need to be fancy.
What your website should include:
- Your menu (preferably not just a PDF — more on that below)
- Your address, phone number, and opening hours
- A few photos of your food and your space
- An about section with your story or what makes your place unique
- Links to your social media
- A way to reserve a table or order online (if you offer that)
Keep Your Website Mobile-Friendly
Most people browsing for food are on their phones. If your website is hard to use on mobile, they’ll likely give up and go elsewhere. Use a clean layout, easy-to-read text, and make sure key info (like your hours and menu) is front and center.
You can use beginner-friendly platforms like Wix, Squarespace, or Shopify to get a website up in a weekend.Some restaurant booking tools like Formitable complement your website approach with a good booking system.
Why PDF Menus Are a Bad Idea
Uploading your menu as a PDF might seem easy, but it’s not ideal for customers — or for Google. PDFs often don’t display well on phones, they take longer to load, and they’re harder to update. Plus, search engines can’t always read them properly, which means your delicious dishes won’t help your site show up in search results.
It’s better to add your menu as regular text directly on your site. It looks cleaner, loads faster, and helps with SEO.
Step 3: Focus on Local SEO
If you want your restaurant to show up when someone nearby searches “best sushi near me” or “Italian restaurant in [your city],” local SEO is what makes that happen.
What Is Local SEO?
Local SEO stands for local search engine optimization. Other than regular SEO that aims to push your website globally (or at least country-wide), local SEO aims to push your Google Business Profile at the top of the local search results (on Google and Google Maps).
Think of local SEO as a way to help Google (and people) understand where you are and what you offer — so your restaurant shows up when it matters most.
What helps you rank locally:
- A fully completed and optimized Google Business Profile (covered in Step 1)
- Consistent NAP info — your Name, Address, and Phone number should be exactly the same everywhere online (website, Google, directories, social media).
- Local keywords on your site and GBP — phrases like “vegan café in Amsterdam” or “family-friendly restaurant in Portland”.
- Online reviews (and your replies to them).
- Local business directories (like Yelp, Tripadvisor, and niche food apps).
- Local backlinks from relevant sources (food bloggers, local guides, online magazines).
A simple local SEO checklist:
- Double-check your restaurant’s name, address, and phone number match across all platforms.
- Add your city or neighborhood naturally into your homepage, contact page, and about section.
- Create a dedicated “Contact” or “Find Us” page with a clickable map.
- If you have multiple locations, give each one its own page with unique details.
- Check our detailed local SEO checklist to become an absolute pro at local SEO!
We know how overwhelming local SEO can sound at first. We’ve all had that moment of staring at the screen and thinking, “Wait... what even is this?”
The good news? You don’t have to figure it all out on your own. Our local SEO tools do the heavy lifting for you — keeping your business info consistent, helping you show up where it matters, and saving you hours of guesswork. It’s like skipping the hardest part of the class but still getting the A.
Step 4: Use Social Media to Show Your Vibe
Social media isn’t just for influencers and foodies — it’s one of the easiest and cheapest ways to connect with people in your area. And for restaurants, it’s all about visuals, personality, and consistency.
You don’t have to be on every platform. Start with one or two — usually Instagram and Facebook — and focus on showing what makes your place worth visiting.
What to post:
- Behind-the-scenes shots of your kitchen, staff, or prep process
- Daily or weekly specials
- New dishes or seasonal menus
- Shoutouts to happy customers and shared stories
- Updates like holiday hours or upcoming events
- Your story — what inspired you, your values, your people
Expert tips:
- Pin your best posts to the top of your Instagram grid or Facebook page (like your signature dish, or a glowing review).
- Use Instagram Stories to share limited-time deals, daily specials, or polls (“Which dessert should we bring back?”).
- Create Highlights to organize your best content — like “Menu,” “Events,” “Behind the Scenes,” or “Vegan Options”.
- Respond to every comment or DM — engagement tells the algorithm you’re active and builds trust with followers
- Collaborate with micro-influencers or local food bloggers — even a few hundred local followers can bring in real diners.
- Use hashtags smartly — mix a few broad ones (#foodie, #brunchspot) with local ones (#bestbrunchberlin, #amsterdamfood).
- Add a location to your posts — make sure not to forget your geo tag when you post to be shown to a local audience.
Step 5: Get More Reviews (and Reply to Them)
Online reviews are one of the most powerful tools in your digital marketing toolkit. They're free, they build trust fast, and they directly impact how well you show up in local search results — especially on Google. Reviews are a strong local SEO ranking factor that has a strong impact on your rankings.
But the best part? You don’t need hundreds. A steady stream of honest, positive reviews is more than enough to start bringing in new faces. The number will grow automatically over time as long as you keep encouraging your guests to leave some feedback for your restaurant!
Furthermore, your average rating is crucial as well! We always say: “Better a lower count in reviews but a better average rating than vice versa!”
How to Collect More Reviews (Without Being Pushy)
- Ask in person when the moment feels right. Did a table just rave about the food or thank you for great service? That’s your cue. A simple “Would you mind leaving us a quick Google review? It really helps us out” works wonders.
- Add a QR code to your receipt, table tent, or front counter. Link it directly to your Google review page. Make it effortless — scan and type. We can create a QR code for you in our Review Management Tool!
- Follow up after online orders. Use your delivery platform’s messaging feature (or your own system) to say thanks and gently ask for feedback with a direct review link.
- Train your team. Front-of-house staff can make a big difference. Create a short script or suggestion so everyone’s on the same page. For example: “We’re trying to build up our Google reviews — if you have a minute later, it’d mean a lot!”
- Send a follow-up email or text. If you’re already collecting emails or phone numbers (we’ll talk more about that in Step 6), automate a friendly message after a guest visits.
Learn more about how to get customers to leave a review!
How to Respond to Reviews Like a Pro
For positive reviews:
- Be personal: “Thanks so much, Sarah! We’re glad you loved the gnocchi — it’s one of our favorites too.”
- Mention something they wrote: “Happy to hear the service stood out — we’ll pass it on to Marco!”
- Invite them back: “Hope we’ll see you again soon for dessert next time!”
For negative reviews:
- Stay calm and professional.
- Thank them for the feedback, even if it stings.
- Acknowledge their experience and offer a way to follow up offline.
Example: “Hi John, thanks for your honest feedback. We’re really sorry your visit didn’t meet expectations. This isn’t the experience we aim to provide, and we’d love a chance to make it right. Feel free to reach out at [email or phone] — we appreciate the chance to improve.”
Extra Tips
- Respond within a few days, if possible (with our Review Management Tool you can automate your review responses and respond immediately without having to lift a finger).
- Keep it short, personal, and real — skip the corporate tone.
- Don’t argue in public — if someone’s really upset, move the conversation offline.
Learn more about how to handle negative reviews and how to transform negative feedback into real opportunities!
Step 6: Collect Emails and Start a Simple Newsletter
Social media is great, but email is where the real relationship-building happens. Why? Because when someone gives you their email, it means they actually want to hear from you — and unlike social media, you don’t have to fight an algorithm to reach them.
You don’t need a fancy setup or daily emails. A simple monthly update or promo can go a long way in keeping your restaurant top of mind.
How to collect emails:
- Add a signup form to your website — ideally with a small incentive like “Get a free dessert on your next visit” or “Be the first to hear about special events.”
- Use a tablet at the counter — ask customers if they’d like to join your VIP list for exclusive offers.
- Include a checkbox during online ordering or reservations — just make sure it’s clear they’re opting into emails.
- Run a simple giveaway on social media — “Win a free brunch for two” in exchange for an email signup.
- Use QR codes on menus or receipts — link to a short form that takes less than 10 seconds to fill out.
What to send (without annoying people):
- New menu launches or seasonal items
- Special events or theme nights
- Exclusive discounts or early access to offers
- Behind-the-scenes stories or chef spotlights
- Reminders for holidays (“Reserve your table for Mother’s Day before we fill up”)
Note: Every time you send an email to your mailing list, make sure your readers walk away with something valuable. Let’s be honest—newsletters work, but only when they offer something truly worthwhile, like expert tips or a great discount. So before hitting send, ask yourself: What’s in it for them? Even if you’re thrilled about a new menu item, don’t just share the news—sweeten the deal with a special offer, like 20% off or a 2-for-1 promo. That way, your emails stay exciting, engaging, and impossible to ignore.
Keep it Short and Sweet
A photo, a few lines of text, and a clear call to action (like “Book now” or “Check the menu”) is enough. You’re not writing a novel — just giving them a reason to come back in.
Tools to make it easy:
Platforms like Mailchimp, MailerLite, or Klaviyo let you create simple emails, automate messages, and track what’s working — even if you’ve never done email marketing before.
Step 7: Run a Promo or Two (Without Burning Your Budget)
You don’t need to spend thousands on ads to see results. A well-timed promo or targeted post can give your restaurant a visibility boost — especially when you’re just starting out or launching something new. Think of promotions and advertising as a way to nudge people who are already interested, just waiting for a reason to visit.
Easy promo ideas to try:
- Limited-time dish or offer — “Pumpkin ravioli back for one week only” or “2-for-1 cocktails on Wednesdays”
- Loyalty incentives — “Buy 5 lunches, get the 6th free” (even a paper punch card still works)
- Celebrate milestones — birthdays, anniversaries, “We just turned 1” specials
- Partner with a local business — coffee + croissant collab with the café next door
Where to promote it:
- Instagram and Facebook posts and stories — organic reach still works, especially with great visuals
- Boosted posts — start small (like €10–€20) to target people in your city who like food, restaurants, or specific cuisines
- Google Ads**** — if you want to target people searching for specific things like “best sushi near me” or “brunch in [your city]”.
Keep in mind: Promotions are great for giving your guest numbers a quick boost. But don’t forget—organic traffic, like the kind you get from local SEO, is more sustainable and budget-friendly in the long run. Once you stop running ads, your traffic usually drops off. Plus, ads require constant attention and a bit of know-how. Without proper monitoring, costs can quickly spiral out of control.
Optional Tools to Make Digital Marketing Easier
Digital marketing for your restaurant doesn’t have to mean juggling ten different platforms or spending your weekends tweaking settings. There are tools that can help you save time, stay consistent, and actually see what’s working — even if you’re not tech-savvy.
Here are a few we recommend for restaurant owners just getting started with setting up a digital marketing strategy:
Website & Menu
- Wix or Squarespace – Easy drag-and-drop builders, great for mobile-friendly restaurant sites
- GloriaFood – Free restaurant website and online ordering system
- Tock or Resy – Offer built-in reservation pages and basic website templates
Local SEO
- Obenan Local SEO Tools – Helps you keep your name, address, and phone number consistent across platforms, get alerts about online listings, and fix incorrect info with a few clicks.
- SEMrush – This helps you to research local keywords and track the keyword performance of your website.
Reviews
- Google Review Link Generator – Create a direct link you can send customers to leave a review.
- Obenan Review Management - Part of our local SEO tools that help you manage reviews from renowned review sites and let you automate your review responses in a timely manner.
Email Marketing
- Mailchimp – Great for beginners, with ready-made templates.
- MailerLite – Simple and affordable with automation features.
- Klaviyo – More advanced but great if you're combining email with online ordering or e-commerce.
Social Media
- Canva – A great marketing tool to great-looking posts without needing a graphic designer.
- Later or Planoly – Schedule posts ahead of time on social media platforms such as Instagram.
You don’t need all of these. Just pick one or two areas where you want help — whether it’s email, reviews, or SEO — and grow from there.
Case Study - Local SEO Gastronomy Success
Let’s have a quick look at how your “colleagues” from the gastronomy industry improved their local search rankings and are reaching more potential customers than ever by incorporating our Obenan Local SEO Tools into their marketing plan.
By automating the most important parts of local SEO, Obenan helps local businesses (of course not just the gastronomy sector) get found more easily by the people who are actually looking for a place to eat right now.
Here’s what our gastronomy clients are seeing:
- Overall total increase of 123.54% in visibility across Google search, maps, and mobile.*
- Overall a total of 45.25% increase in user actions, like website visits and direction requests.* *the total improvement of all businesses using our Obenan tools that fall in the gastronomy sector (2024 compared to 2023)
What Made the Difference?
Obenan takes care of the behind-the-scenes work that often gets pushed to the bottom of your to-do list:
- Automated listing management — so your business info is always accurate across Google, Yelp, TripAdvisor, and more
- Strategic review management — helping you collect, respond to, and learn from customer reviews
- Google Post automation — keeping your online presence fresh with timely updates and promotions
The result? More visibility, better engagement, and more people walking through your door — without needing to manually log in to ten different platforms every week.
It’s proof that when local SEO is done right (and automated), it doesn’t just improve your digital presence — it brings actual customers to your tables.
Final Thoughts (And a 1-Minute Quiz to Keep You Sharp)
Digital marketing doesn’t have to be rocket science. Let’s do a little quiz!
Quick quiz: How Much Did You Actually Pick Up?
1. What’s the one thing you should never upload as your only menu format? a) A handwritten note b) A PDF c) A high-res photo of spaghetti
2. What’s one way to make your Google Business Profile stronger? a) Post once a year and forget about it b) Add your favorite emoji to the business name c) Upload real photos and keep your hours updated
3. What’s the easiest way to collect more reviews? a) Wait and hope b) Ask when a guest is clearly happy c) Offer a free meal for every 5-star review (don’t do this)
4. What should your emails be like? a) A full-blown food blog b) Short, sweet, and to the point c) Written entirely in rhyme
If you answered mostly B, congrats — you’re officially smarter than 90% of restaurant owners when it comes to digital marketing.
Small steps can already go a long way and always remember, we are here to help you with getting your restaurant to the top of local search results. We know how difficult it can be to fill empty tables, thus, let’s schedule a call to discuss how we can also keep your tables from staying empty! Obenan is a great addition to your digital marketing efforts!
