Marketing a restaurant, cafe, or bar in 2025 isn’t what it used to be. Gone are the days when a great location, word-of-mouth, and the occasional print ad were enough to keep your venue buzzing.
Today, diners are discovering new spots through social media, Google searches, and influencer recommendations—meaning if you’re not showing up online, you’re missing out on customers.
So, how do you make sure people choose your venue over the competition? This ultimate playbook will break down the best marketing strategies for 2025 to help you bring in more customers and keep people coming back.
Why marketing matters for your venue
Restaurant marketing today isn’t just about ads or social media posts—it’s how you keep regulars coming back and new customers walking through the door. A strong brand helps people remember you, trust you, and choose your restaurant over the place down the street.
Good marketing attracts new diners, builds brand awareness, and fosters loyalty among your guests. It’s what keeps your venue top-of-mind when people are deciding where to eat. Whether it’s through a strong online presence, word-of-mouth buzz, or well-timed promotions, smart marketing drives both foot traffic and online orders.
With so many dining options out there, standing out is everything. When you consistently show up—whether online or in person—you make it easy for guests to find you and keep coming back. At the end of the day, great food and service matter, but marketing is what gets people in the door to experience it.
How to market and brand your restaurant, cafe or bar
A great brand hinges on creating experiences that people connect with.
The most successful restaurants, cafés, and bars build a strong identity, engage with their local community, and use smart digital marketing to keep customers coming back. Here’s how you can do the same.
Find your USP—what makes your venue unique
Your Unique Selling Proposition (USP) is what makes your restaurant, café, or bar different from competitors. Ask yourself:
- What’s special about your menu? (Locally sourced ingredients, unique flavors, or dietary-friendly options)
- What experience do you offer? (Casual brunch, fine dining, themed events, or live music)
- What values drive your business? (Sustainability, community support, or cultural heritage)
For example, a wharf-facing bistro bar like Harbourfront Restaurant in Sydney could highlight its fresh, ocean-to-plate seafood, stellar views, and laid-back coastal vibe. A clear USP helps attract the right audience and makes your marketing more effective.
Create a strong and memorable brand
Your brand is more than a logo—it’s the entire experience your customers have, from their first Instagram scroll to the moment they step through your doors. Every touchpoint should feel consistent, recognisable, and intentional.
- Visual identity: Your logo, colors, and menu design should reflect your venue’s personality—whether that’s sleek and modern, rustic and cosy, or playful and bold.
- Tone of voice: How you communicate matters. Are you cheeky and fun, warm and welcoming, or refined and sophisticated? Keep that tone consistent across your website, social media, and even how your team interacts with guests.
- Atmosphere & experience: Branding extends into the physical reality—it’s in your lighting, décor, music, plating, and staff interactions. These small details shape how people perceive your venue.
A trendy wine bar, like Village Wine Bar in Melbourne, might lean into chic signages, swanky interiors, and an inviting, engaging tone on social media to attract its target audience. When everything aligns, your brand becomes memorable, shareable, and instantly recognisable.
Turn customers into your best marketing strategy
The most effective marketing doesn’t come from you—it comes from your customers. People trust recommendations from friends, online reviews, and social media posts more than any ad. Your job is to make it easy for them to share their experience.
- Maximise online reviews: Ask happy guests to leave a review on Google, TripAdvisor, and Facebook. More (and better) reviews improve your search ranking and credibility.
- Loyalty & referral programmes: Give customers a reason to come back with discounts, freebies, or exclusive VIP perks. Reward referrals to bring in new customers.
- Encourage user-generated content (UGC): Repost customer photos, videos, and reviews on your social media. This builds authenticity and engagement.
- Create shareable moments: Design experiences that customers want to post about—signature cocktails, interactive plating, stunning interiors, or fun challenges.
For example, cafes could launch a latte art challenge, where customers post their best coffee art using a hashtag to win a free drink. This turns them into brand ambassadors, increasing visibility and engagement organically.
Engage with your local community
Customers love supporting businesses that feel like a part of their neighbourhood. Being active in your local scene doesn’t just build goodwill—it also brings in new guests who might not have discovered you otherwise.
- Collaborate with local businesses: Work with nearby wineries, breweries, coffee roasters, or artisan food producers to create exclusive menu items. These partnerships not only introduce you to a new audience but also position your venue as a supporter of local talent.
- Host events & pop-ups: Special events, from live music nights to chef collaborations, give customers a reason to visit outside their usual routine. Limited-time experiences create buzz and drive foot traffic.
- Support local causes: Sourcing ingredients from local farms, sponsoring charity events, or running community fundraisers help build an emotional connection with customers. People are more likely to choose a venue that aligns with their values.
If you’re running a bar, for example, teaming up with a local distillery for a limited-time cocktail menu can be a great way to draw in new customers. Share behind-the-scenes videos on Instagram of your bartenders crafting the drinks, experimenting with flavors, and hyping up the launch.
You can also host tasting nights where guests can try the new cocktails, meet the distillers, and vote for their favourite. This not only boosts foot traffic and social media engagement but also helps both your bar and the distillery reach a wider audience.
Create a multi-channel marketing plan
Relying on just one marketing method won’t get you far—your customers are everywhere, so your strategy should be too. Some people Google “best tacos near me,” others stumble upon a hidden gem thanks to a viral TikTok, and many still trust a friend’s word. If you’re only focusing on one way to reach them, you’re missing out.
The trick is meeting your customers where they already are—whether that’s online, on social media, or even through a simple recommendation. We know running a restaurant takes time, and marketing can easily get pushed aside. That’s where Now Book It comes in. Our automated marketing tools take care of the heavy lifting, helping you boost bookings and grow your customer base—while you focus on running your business.
So, what digital marketing strategies should you try this year? Let’s dive into the top tactics for 2025 and explore how you can use them to keep your restaurant top of mind.
Digital marketing strategies for restaurants in 2025
In 2025, digital marketing is one of the best ways to bring in new customers, keep regulars engaged, and stand out in the competitive hospitality scene.
The good news? You don’t need a massive budget to make it work—you just need the right strategies.
Website Optimisation & Local SEO
Your website is basically your restaurant’s digital front door. If it’s slow, confusing, or missing key info, customers won’t stick around. A strong website and smart local SEO make sure diners can find you easily and, more importantly, decide to visit.
Here’s how to make sure your online presence is working for you:
- Make it mobile-friendly and fast: Most people check out restaurants on their phones before deciding where to go. If your site takes forever to load or is hard to navigate, they’ll move on.
- Keep your Google Business Profile (GBP) updated: A well-optimised GBP can help you rank higher in local searches. Make sure your hours, menu, and photos are always up to date.
- Encourage happy customers to leave reviews: More (and better) reviews mean more people will find you when searching for places to eat. Encourage happy customers to leave reviews—it makes a difference.
- Optimise for voice search: More people are asking Siri or Google things like, “Where’s the best pizza near me?” Using natural, conversational phrases on your site can help you show up in these results.
Social Media Marketing
Social media is still one of the most powerful ways to connect with customers, show off your menu, and build your brand. With around 3.5 million people (41% of TikTok’s Australian user base) visiting a restaurant or shop based on a TikTok recommendation, it’s clear that the right content can drive real foot traffic.
To maximise your reach, focus on the platforms that matter most:
- Instagram & TikTok – Ideal for short videos, food shots, and behind-the-scenes content.
- Facebook – Great for promoting events, engaging with the local community, and running ads.
- YouTube – A strong platform for long-form content like chef interviews, cooking tutorials, or restaurant stories.
- LinkedIn – Useful for hiring, networking, and showcasing the business side of your restaurant.
To stand out in 2025, you could consider focusing on:
- Short-form video & live streaming – Show your chef in action, highlight new menu items, or do a live Q&A to engage customers in real time.
- User-generated content & influencer collaborations – Let your customers help tell your story! Encourage them to share their experience and work with local food influencers to expand your reach.
- AI-powered social media tools – Scheduling posts, responding to messages, and even generating captions can now be automated—saving you time while keeping your engagement high.
Paid Advertising (PPC & Social Ads)
A great organic social media presence is important, but if you want to grow faster, paid ads can help you reach more people, drive bookings, and increase online orders. The trick is knowing where to spend.
- Google Ads are great for search intent – If someone Googles “best brunch in Melbourne,” an ad can put your restaurant right at the top of the results.
- Facebook & Instagram Ads let you target the right people – Whether it’s locals, tourists, or a specific age group, these platforms help you get in front of your ideal diners.
- TikTok Ads work if you’re creative – This platform is all about fun, engaging content. If your restaurant has a strong visual appeal, TikTok ads can be a game-changer.
To make your ads work smarter:
- Use retargeting – Show ads to people who visited your website but didn’t book a table—it’s a simple way to convert interest into action.
- Offer exclusive deals – A well-timed ad promoting a special offer can bring past customers back through your doors.
- Let AI optimise your ad spend – AI tools can analyse performance and automatically adjust targeting and budget allocation to get you better results.
Email & SMS Marketing
Even with all the social media noise, direct communication through email and SMS remains one of the most effective ways to engage with customers. It’s personal, direct, and gets results when done right.
- Build an email and SMS list – Use QR codes on tables, reservation forms, and website pop-ups to collect customer details.
- Make messages feel personal – No one wants generic promos. AI-powered tools can help tailor offers and recommendations based on past dining habits.
- Automate key messages – Leverage booking data and customer profiles to set up automated emails and texts for:
- Birthday discounts
- Loyalty rewards
- Reservation confirmations and reminders
- Last-minute deals or event invites
Setting the right restaurant marketing budget
Setting the right marketing budget for your restaurant can make a huge difference in attracting new customers and keeping regulars coming back. But how much should you actually spend? While there’s no one-size-fits-all answer—it all comes down to your location, competition, and goals. Here’s a simple breakdown for frequently asked questions.
How much should restaurants budget for marketing?
A good rule of thumb is to set aside 3% to 10% of your revenue for marketing.
- New restaurants should aim for the higher end (8-10%) to build awareness and attract first-time guests.
- Established restaurants with a loyal customer base can often stick to 3-6%.
Where should your restaurant's marketing budget go?
The key to smart marketing is spreading your budget across multiple channels to reach customers in different ways. In fact, 86% of restaurant operators invest most of their marketing budget in social media, prioritising organic content and paid ads over influencer collaborations.
Here’s a simple way to divide your spending:
- Digital marketing (40-50%) – Invest in a mobile-friendly website, local SEO, Google Ads, and email marketing. These are some of the most cost-effective ways to drive bookings and online orders.
- Social media & influencer marketing (20-30%) – High-quality photos, short-form videos (Reels, TikToks), and collaborations with food influencers can increase engagement and attract new diners.
- Traditional advertising (10-20%) – Depending on your audience, radio ads, print media, and local sponsorships can still be effective, especially in smaller communities.
- Loyalty & retention (10-20%) – Email and SMS marketing, loyalty programs, and personalised promotions help retain customers and encourage repeat visits.
Up your restaurant marketing game in 2025
In 2025, marketing your restaurant, café, or bar is all about being flexible and meeting customers where they are. A balance of digital and traditional strategies—like social media, local SEO, and more—helps you connect with new diners, keep loyal ones engaged, and ensure your brand stays top-of-mind. But we get it, with everything going on in your business, staying on top of it all can feel overwhelming.
That’s where Now Book It comes in. Our system makes marketing simpler by automating campaigns, optimising bookings, and helping you grow your customer base effortlessly.
Ready to level up your marketing? Book a demo today, and let’s get more foot traffic to your venue!
