Running a restaurant isn't for the faint of heart, especially nowadays. Between supply chain headaches, staffing challenges, and the lingering impacts of the pandemic, just keeping the stoves on can feel like a miracle some days. Things have improved by and large compared to the lows of 2021, but still not really at the pre-pandemic levels.
I get it. I've been in the restaurant marketing business for over 15 years, and I've seen incredible owners and chefs pushed to the brink of shutting their doors forever. It breaks my heart when that happens.
But I'm writing this because I want you to know success is still possible, even in today's environment. The key is crafting the right marketing strategies and having experienced professionals like me help you flawlessly execute them.
In this post, I'll share an insider's perspective on how restaurant marketing agencies can be invaluable partners in uncertain times like these. With creativity, grit, and marketing muscle like mine on your side, your eatery can survive and thrive.
So hang in there. Better days are coming - with a little strategy and perseverance. Now let's dig into the role marketing agencies can play in making 2023 your restaurant's best year yet...
The New Normal for Restaurants
The pandemic profoundly shaped today's restaurant industry. Revenue declined sharply in 2020, with full-service restaurants suffering a $240 billion loss according to National Restaurant Association estimates. While sales bounced back in 2021 as restrictions eased, recovery has been uneven. Permanent closures dot main streets across America - approximately 90,000 eating and drinking establishments shuttered between 2020 and 2021 according to Bureau of Labor Statistics data. Independent restaurants were hit especially hard.
For restaurants that survived, challenges remain. Supply chain issues drive up ingredient costs and make reliable sourcing difficult. Many eateries shortened hours or pared down menus due to staffing shortages - which also drive up labor costs. While takeout and delivery sales spiked during lockdowns, dine-in demand hasn't fully rebounded.
On top of existing woes, a potential recession looms in 2024, continuing the abysmal global economy of 2023. Consumers tend to cut back on dining out during economic downturns. Savvy restaurants recognize that business as usual won't suffice in this climate. Marketing is more critical than ever, and partnering with an experienced agency can provide much-needed strategic direction and support.
The Case for Working with Restaurant Marketing Agencies
Restaurateurs wear many hats. When you're focused on daily operations and putting out fires, marketing is easily neglected. DIY efforts may generate lackluster results or seem like a poor use of limited time and resources. Does investing in professional marketing still make sense? For most restaurants, the answer is a resounding yes. Consider that:
- Agencies offer expertise you lack. Seasoned marketing professionals hold specialized knowledge from navigating diverse clients and campaigns. They stay on top of trends in digital marketing, social media advertising, email nurturing, branding, and beyond. While restaurateurs know their business and customers, agencies know marketing strategy inside and out.
- You gain an objective outside perspective. Being deep in the weeds makes it tough to evaluate your marketing program objectively. An agency provides an impartial assessment of what's working, what's not, and where opportunities lie. This prevents you from wasting money on ineffective initiatives.
- Your time is freed up. When you delegate marketing activities to an agency, you open up hours that can be redirected towards high-impact priorities. Focus on improving operations and profitability while letting your agency handle marketing tactics.
- Access to expanded capabilities is available. Top-notch agencies boast talents and technology a single restaurant couldn't replicate in-house. For example, executing integrated cross-channel campaigns, analyzing customer data to optimize spend, or developing crave-worthy creative.
Working with the right restaurant marketing agency pays dividends across key performance indicators - from brand awareness to revenue growth. But partners must be vetted thoroughly, as all agencies are not created equal.
Choosing the Best Agency Partner
The agency-client relationship makes or breaks a marketing program's success. Pick an agency that's not just skilled at running campaigns, but also understands your business goals and customers on a fundamental level. Here are tips for selecting a stellar restaurant marketing agency:
- Look for industry experience. Trust comes easier when agencies have demonstrable restaurant expertise. Review their client list and request case studies showing proven ROI across KPIs for similar eateries. Depth of knowledge of diners' purchasing psychology and trends is also key.
- Ensure technical capabilities line up. Marketing relies heavily on digital platforms and tools today. Prospective agencies should showcase technical prowess critical for restaurants - like Google Ads management, social advertising, CRM systems, dynamic landing pages, and data analytics.
- Seek cultural compatibility. The agency-client dynamic works best when core values align. Search for shared priorities like accountability, transparency, collaboration, hustle, grit, or innovation. Work styles and communication norms should also mesh well.
- Confirm business fundamentals are sound. Reputation, results, and retention rate matter greatly when vetting an agency. But also verify that operations are buttoned up in areas like project management, strategic planning, media buying clout, HR, and fiscal responsibility.
- Gauge creative prowess. For campaigns to connect with diners, creative must spark interest - and appetite. Explore agencies' brand strategy skills and examine the caliber of past campaign creatives through their book. Imagery, copywriting, and videography should capture attention while communicating brands' uniqueness.
- Request formal proposals. Once prospects are narrowed down, solicit custom-tailored proposals outlining strategies, services, projected costs, timelines, and more. These provide critical insights before partnering.
Following a thorough vetting process, it becomes clear which agency is best equipped to meet a restaurant's unique needs. A true partnership takes shape when both parties invest in each other's growth and success.
Powers Agencies Bring to the Table
Once the right agency match is secured, impactful marketing campaigns come to life. Truly gifted agencies become invaluable strategic assets. Here are some of the vital realms where we help restaurants thrive:
Winning New Customers
- Create targeted online ads that resonate with potential new customers and inspire them to visit
- Develop innovative direct mail campaigns to drive traffic from surrounding neighborhoods
- Leverage geofencing and retargeting tools to engage passersby in the area
- Partner with third-party delivery apps to get menus in front of more local diners
- Implement referral marketing programs to encourage existing patrons to spread the word
Building Loyalty
- Design VIP loyalty programs with compelling benefits to encourage repeat visits
- Execute email, text message, and push notification campaigns to nurture one-to-one relationships over time
- Monitor customer data and preferences to deliver personalized promotions and offers
- Develop guerilla marketing tactics like surprise and delight moments to spark positive word-of-mouth
Comparing in-house marketing vs. agency managed marketing:
| Factor | In-House Marketing | Agency-Managed Marketing |
|---|---|---|
| Cost | Lower salaries + overhead | Higher fees, but likely justifiable by ROI |
| Time | Takes focus away from core operations | Frees up restaurateurs' time |
| Expertise | Lacks depth in latest marketing specialties | Seasoned professionals with niche expertise |
| Objectivity | Harder to evaluate own efforts impartially | Provides outside perspective on effectiveness |
| Capabilities | Limited by single restaurant's bandwidth and resources | Expanded capabilities from a full team and toolkit |
Bolstering Brand Identity
- Unearth and articulate brand narratives that resonate emotionally with diners
- Refresh visual brand elements like logo, typography, imagery to tighten connection with target audience
- Craft branded content that engages social media followers and website visitors
- Secure earned media opportunities like press features that amplify awareness and familiarity
Monitoring Performance
- Install tracking pixels across platforms to compile data on digital marketing effectiveness
- Develop custom reporting dashboards for real-time visibility into campaign progress
- Uncover insights through marketing analytics tools and quickly optimize based on learnings
- Tie campaign data back to core KPIs around traffic, bookings, customer retention, revenue, and ROI
The possibilities are endless for how agencies can deploy today's marketing tools and strategies to help restaurants succeed. But every program begins with the same foundation - truly understanding each client's brand, customers, and goals.
Ready for Restaurant Marketing Success?
The challenges involved with running a profitable restaurant today can sometimes feel insurmountable. But with creativity, grit, and the helping hand of a skilled marketing agency, restaurants can still thrive and grow their customer base.
If you're ready to turn up the heat on your restaurant marketing, I'm here to help. Let's start a conversation about how we can put more seats in your seats. The strategies my agency brings to the table could be just the secret sauce your eatery needs to succeed in today's market.
