Running a restaurant is hard enough without having to become a marketing expert. But in 2025, restaurants that don't market effectively struggle to survive—no matter how good the food is.
This guide covers practical marketing ideas that work for UK restaurants, cafés, pubs, and takeaways. No expensive agencies needed. No jargon. Just actionable strategies you can implement this week.
Why Restaurant Marketing Has Changed
The days of hanging a sign and waiting for customers are over. According to TripAdvisor research, 94% of UK diners check online reviews before choosing a restaurant. Your marketing happens whether you manage it or not—the only question is whether you're in control.
Modern restaurant marketing isn't about big budgets. It's about being visible where your customers are looking, which is primarily their phones. Here are the strategies that actually move the needle.
1. Google Business Profile: Your Most Important Asset
Your Google Business Profile is often the first thing potential customers see. It shows up in Google Maps, local search results, and the sidebar when people search for your restaurant by name. According to Google, businesses with complete profiles get 7x more clicks.
Essential optimisations:
- Add your menu with prices
- Upload at least 20 high-quality photos of food, interior, and exterior
- Keep hours accurate, especially for holidays
- Enable and respond to reviews within 24 hours
- Post weekly updates about specials, events, or new dishes
- Add attributes: WiFi, outdoor seating, vegetarian options, etc.
For a comprehensive guide to local SEO, read our SEO services page.
2. Reviews: The Social Proof You Need
Reviews can make or break a restaurant. A one-star increase in Yelp rating can lead to a 5-9% increase in revenue, according to Harvard Business Review.
How to Get More Reviews
- Ask at the right moment—after a positive comment or compliment
- Include a QR code on receipts linking directly to your Google review page
- Train staff to mention reviews naturally: "If you enjoyed your meal, we'd really appreciate a Google review"
- Follow up via email if you collect contact details during booking
Responding to Reviews
Respond to every review, positive and negative. For negative reviews: acknowledge the issue, apologise sincerely, explain what you've done to fix it, and invite them back. Never argue or get defensive. Other potential customers are watching how you handle criticism.
3. Instagram: Your Visual Menu
For restaurants, Instagram isn't optional. Food is inherently visual, and Instagram is where people go to discover new places to eat. According to industry research, 30% of millennial diners actively avoid restaurants with weak Instagram presence.
Content Ideas That Work
- Food photography: Your dishes in their best light. Natural lighting is your friend.
- Behind-the-scenes: Kitchen prep, ingredient sourcing, chef interviews
- Customer features: Reshare customer posts (with permission)
- Staff spotlights: Introduce your team to humanise your brand
- Stories: Daily specials, busy night atmosphere, quick polls
- Reels: Short-form video content performs best right now
Instagram Tips for Restaurants
- Post consistently (3-5 times per week minimum)
- Use local hashtags (#BristolFood #LondonEats etc.)
- Enable location tagging on all posts
- Engage with local food bloggers and influencers
- Respond to comments and DMs quickly
4. Email Marketing: The Overlooked Channel
Email might seem old-fashioned, but it works. You own your email list—unlike social media followers who can disappear if algorithms change or platforms close.
Building Your Email List
- Collect emails during online reservations
- Offer WiFi login in exchange for email signup
- Run competitions requiring email entry
- Offer a discount on first online order for signing up
Email Content Ideas
- Weekly specials and limited-time offers
- Birthday and anniversary rewards (collect dates at signup)
- Event announcements
- Behind-the-scenes stories and recipes
- Loyalty rewards and exclusive discounts
5. Local Partnerships and Cross-Promotions
Partner with complementary local businesses to reach new customers without advertising costs.
Partnership Ideas
- Hotels and B&Bs: Become their recommended restaurant
- Local attractions: Offer dinner-and-show packages with nearby theatres
- Offices: Corporate lunch deals for local businesses
- Other restaurants: Refer customers when you're fully booked (and vice versa)
- Local suppliers: Feature their products and share each other's audiences
6. Loyalty Programs That Actually Work
Repeat customers are more valuable than new ones. According to Bain & Company, increasing customer retention by just 5% can increase profits by 25-95%.
Loyalty Program Options
- Stamp cards: Simple and proven. "Buy 9, get 10th free"
- Points system: Points per pound spent, redeemable for rewards
- VIP tier system: Better rewards for your best customers
- Digital apps: Square, Toast, or dedicated loyalty apps track everything automatically
7. Events and Experiences
Events turn your restaurant into a destination and generate content and word-of-mouth marketing.
Event Ideas
- Wine tasting or pairing dinners
- Guest chef collaborations
- Cooking classes
- Themed nights (quiz night, live music, etc.)
- Seasonal celebrations (Burns Night, Valentine's, etc.)
- Charity events benefiting local causes
8. Your Website: More Than a Menu Holder
Your website should make it easy for people to do three things: see your menu, find your location, and make a reservation or order.
Essential Website Features
- Mobile-friendly design (most searches are mobile)
- Online menu with prices (PDF menus frustrate users)
- Online reservations (OpenTable, ResDiary, or simple form)
- Click-to-call phone number
- Embedded Google Maps
- High-quality food photos
- Opening hours (prominently displayed)
Need a professional website? Our one-page website service is perfect for restaurants.
9. Food Delivery Platforms
Delivery platforms like Deliveroo, Uber Eats, and Just Eat can expand your reach significantly—but margins are tight.
Making Delivery Work
- Optimise your menu for delivery (some dishes don't travel well)
- Use delivery packaging that maintains food quality
- Include marketing materials in delivery bags
- Encourage direct orders to avoid platform fees
- Monitor reviews on each platform
10. Influencer and Blogger Outreach
Local food bloggers and Instagram influencers can introduce your restaurant to thousands of potential customers.
How to Work with Influencers
- Focus on local influencers with engaged audiences (followers aren't everything)
- Offer a complimentary meal in exchange for honest coverage
- Don't demand specific content—let them be authentic
- Build ongoing relationships, not one-off transactions
- Ensure they disclose sponsored content (it's the law)
11. User-Generated Content
Encourage customers to photograph their food and share it. This free content builds social proof and extends your reach.
Encouraging User Content
- Create Instagrammable presentation and interior elements
- Display your Instagram handle and hashtag in the restaurant
- Reshare customer photos (with credit)
- Run photo competitions with dining credit prizes
12. Seasonal and Event-Based Marketing
Plan your marketing around the calendar. Key dates to prepare for:
- Valentine's Day
- Mother's Day and Father's Day
- Easter
- Summer holidays
- Halloween
- Christmas party season
- New Year's Eve
- Local events and festivals
Start promoting seasonal menus and booking options at least 4-6 weeks in advance.
Getting Started: Priority Actions
You can't do everything at once. Start with these high-impact actions:
- Fully optimise your Google Business Profile today
- Set up a process for requesting and responding to reviews
- Create an Instagram account (if you don't have one) and post 3x weekly
- Start building an email list
- Identify one local partnership to pursue
Need Help Marketing Your Restaurant?
Marketing doesn't have to consume all your time. If you'd rather focus on your food while experts handle your online presence, we can help.
From local SEO to professional websites, we work with restaurants across the UK to build sustainable marketing that drives bookings.
Read more about local marketing strategies or get in touch to discuss your restaurant.