For a restaurateur, every little detail matters. From the lighting to the flatware, everything is carefully designed to create an exceptional dining experience. But there's one key element that happens long before a guest steps foot in your restaurant - marketing.
Selecting the right marketing agency to represent your brand can be daunting. With so many options promising the world, how do you cut through the noise?
I've worked with hundreds of restaurants to shape their brands through strategic marketing. In this post, I'll share insider tips on how to evaluate agencies and select the perfect partner to showcase your unique culinary identity. With the right collaboration, you can focus on the food while they focus on filling your tables.
Let's get started! The first step, as always is...
Defining Your Marketing Needs
Before reaching out to agencies, take time to identify your marketing priorities and objectives. Ask yourself:
- What are my business goals for the next 6–12 months? (e.g., increase lunch customers, boost weekend dinner traffic, promote new menu items, etc.)
- What marketing initiatives have worked well previously? Which have fallen flat?
- Do I need help with a brand refresh or repositioning?
- What are my biggest pain points when it comes to marketing my restaurant?
- What types of diners am I trying to attract? Families? Foodies? Business crowds?
- How much do I plan to invest in marketing over the next year?
Document your responses to create a clear “needs assessment” you can reference throughout the agency selection process. This will help ensure you find an agency equipped to address your unique goals versus taking a one-size-fits-all approach.
| Budget | Potential Marketing Tactics |
|---|---|
| Low (Under $5k/month) | Social media management, email marketing, loyalty program, blog content |
| Medium ($5k - $15k/month) | Search engine & online display ads, direct mail, radio spots, influencer marketing |
| High (Over $15k/month) | TV commercials, paid social ads, out-of-home (billboards, transit), PR firm |
Research Your Options
Armed with an understanding of your marketing needs, start researching potential agencies. Here are some tips:
- Ask chef friends and restaurateur peers for agency referrals. Word-of-mouth is a great way to find contenders.
- Search industry associations like the National Restaurant Association for their vendor recommendations.
- Look at the portfolios of agencies that handle marketing for restaurants you admire.
- Search online review sites and social media to learn about different agencies' reputations with clients.
As you research, make a list of 4–5 agencies that seem best aligned to your needs based on their positioning, clientele, restaurant expertise and online reputation.
| Factor | Agency A | Agency B | Agency C |
|---|---|---|---|
| Services Offered | - Social media - SEO - Paid search - Email marketing - Website design | - Social media - Content marketing - Email marketing - Public relations | - Social media - Paid search - Creative branding - Print/outdoor ads - Direct mail |
| Restaurant Marketing Expertise | Worked with 5 local restaurants recently | Minimal restaurant experience | Primarily non-restaurant clients |
| Strategic Approach | Develop brand personas and key messaging | Focus on promotions and engagement | Data-driven strategies based on metrics |
| Budget Estimate | $3,500/month | $2,000 - $4,000 per project | $6,000/month retainer |
| Team Experience | 10+ years in marketing roles | Range from 2-5 years experience | 5+ years at agency |
| Cultural Fit | More corporate feel | Young startup vibe | Creative energy |
| Strengths | Deep expertise driving results | Innovative ideas | Brand building strengths |
| Weaknesses | Cost higher than other options | Still building out restaurant expertise | More analytical than creative |
Evaluate Experience and Fit
With your agency prospects identified, take a closer look at their experience and company culture to evaluate fit. Key factors to consider include:
Industry expertise: Do they have a strong track record specific to the restaurant vertical? Check their client list and case studies for examples of successful restaurant marketing initiatives similar to yours.
Creative chops: Review their creative work including websites, ads, social media, menus, branding and more. Do you respond positively to their style? Can you see it representing your brand?
Services: Do they offer the services you need today with room to scale? Core offerings like search engine optimization (SEO), paid ads, content marketing, email and social media are key for most restaurants.
Chemistry: Schedule intro calls with each agency's leadership to assess communication styles and personalities. You want a partner you can brainstorm with easily and trust.
Company culture: Ask about their values, work environment and employee retention. How they treat their team says a lot. You want collaborators who will mesh well with your crew.
Cost: Discuss budget needs and get fee estimates. Fees can range greatly based on experience, services, and location. Assess both project fees and retainer options to determine the best structure.
By taking a 360 look at each agency as a potential partner beyond just a service vendor, you can find the right fit.
Request and Compare Proposals
Once you've narrowed your options to 2-3 top contenders, ask each to prepare a customized proposal outlining their approach. Be as detailed as possible about your brand, goals, and needs in the request to allow apples-to-apples comparisons.
Proposals should cover:
- Strategy: Their plan to help you meet goals, including key initiatives, tactics, and timelines
- Services: Specific offerings and details on who/how they will be delivered
- Reporting: How they will measure performance and share insights
- Budget: Itemized project fees and/or monthly/annual retainers
- Team: Bios of the exact professionals who will handle your account
- Process: How they collaborate with clients and handle project management
- References: 2-3 restaurant clients they've generated excellent results for
Evaluating detailed proposals is time well spent to understand how each agency would work with you before making a major financial commitment. Identify which proposal seems to fit best with your marketing needs, brand, and budget.
Check References
Before signing any contracts, check references thoroughly. Speaking with the agency's clients is the best way to understand their true working style.
Some key questions to ask references:
- How long have you worked with this agency? How did the relationship begin?
- Describe their strategic approach to marketing your restaurant. Did their strategies achieve your goals?
- What do you consider the agency's strengths? Weaknesses?
- How responsive are they to your needs and feedback? Describe their communication style.
- On a scale of 1-10, how likely are you to recommend them to another restaurant owner? Why?
Candid conversations with 2–3 references will give you great insight on what it would really be like to work with each agency. Their past results and client feedback should guide your final choice.
Trust Your Gut
By taking a methodical approach to research and discovery, you now have the information you need to make a sound marketing agency decision aligned to your restaurant's unique needs.
Consider all the factors - expertise, work quality, fit, references - but also listen to your intuition. You will be collaborating closely with your agency, so it's important to feel 100% comfortable with your choice.
The right restaurant marketing partner will help you cut through the noise to deliver compelling campaigns that engage diners. With a tailored marketing strategy and executes, you can focus on what matters most - serving up exceptional food and hospitality.
Key Takeaways
- Clearly define your restaurant's marketing needs and objectives before researching agencies. Create a “needs assessment” to reference.
- Look for agencies with proven restaurant marketing expertise, high-quality work and positive client referrals.
- Evaluate each prospect holistically as a partner, not just a vendor. Consider strategy, services, culture, fit.
- Require detailed proposals from 2-3 top contenders to understand and compare approaches.
- Speak directly to past clients to get candid reviews before signing any contracts.
- Trust your instincts - you want an agency you feel 100% confident will meet your needs.
The time you invest now to select the right marketing partner will pay dividends through successful promotions and packed dining rooms for years to come. With a tailored strategy and thoughtful partnership, you can focus on the food, service, and joy of creating memorable dining experiences.
