How Good Is Your Restaurant Marketing?

Industry research from National Restaurant Association and major restaurant-marketing platforms consistently identifies Google Business Profile completeness plus active management as the single highest-leverage restaurant marketing move. GBP drives most local restaurant discovery; complete profiles with weekly posts plus active Q and A plus strong review volume outrank competitors with thin profiles regardless of food quality or website investment.

Industry research consistently shows that the majority of restaurant discovery journeys include a review check on Google, Yelp, TripAdvisor, or platform reviews before the visit; restaurants with thin review volume (under 25 reviews) or ratings below 4.0 lose to better-rated competitors regardless of food quality. An automated post-visit review-request workflow plus 48-hour response practice is the compound-interest foundation of restaurant reputation.

Industry research consistently shows that restaurants offering direct online ordering through their own website or app (ChowNow, Olo, Toast Online Ordering, Square Online) keep meaningfully more margin per order than platform-only orders (Doordash, UberEats, Grubhub charge 15-30% commissions). The right mix is typically both: direct ordering for repeat customers and discovery on platforms for new customers, with active conversion of platform customers to direct over time.

Industry research consistently shows loyalty programs lifting repeat-visit rates by 15-25% and average ticket sizes by 8-15% when designed well. The simplest entry point is a digital punch card or points program through the POS; more sophisticated paid-membership programs (like Sweetgreen and Panera) drive higher visit frequency and basket sizes for the right concepts. ROI typically appears within 6-12 months of structured loyalty launch.

Run the restaurant marketing grader quarterly. That is frequent enough to see the impact of any deliberate change you made on restaurant marketing, and far enough apart that the underlying numbers actually shift. Save each grade with the date and a one-line note on what changed since the previous run; the trend line is more useful than any single grade.

National Restaurant Association industry research consistently shows the average US restaurant net profit margin at 3-9%, with full-service typically 3-5% and fast-casual 6-9%.

Cornell Hospitality Quarterly research consistently shows that guest-experience improvements lift repeat-visit rates, average ticket or room-night spend, and review ratings, with compounding revenue impact over 6-12 months.

Restaurant Technology Network industry research consistently identifies five foundational software categories: a modern POS as the system of record, online ordering for takeout and delivery integration, reservations or waitlist for full-service operations, inventory and food cost management for margin discipline, and staff scheduling for labor cost discipline.

HSMAI Direct Booking Strategy research consistently identifies five practices that compound: a modern mobile-optimized booking engine with conversion above 2.5%, rate parity plus direct-only perks (room upgrades, complimentary breakfast, late checkout, drink credits), an active loyalty program with member rates, strong review reputation above 4.6 average with active response, and segmented guest-data marketing for repeat-stay generation.

Industry research consistently places typical US cafe startup costs at $80,000-400,000 depending on size, location, equipment quality, and build-out scope.