In 2023, an average of 5.3 restaurants closed their doors every single day.
The culinary business is more cutthroat now than ever, with rising costs, fierce competition, and a growing demand for unique dining experiences.
So, without a strategic plan to put your restaurant in hungry diners’ line of sight, even the tastiest dishes can go uneaten.
This guide serves up the most effective restaurant promotion ideas for 2024 to help you turn your establishment from a hidden gem to the hottest spot in town.
What are restaurant promotions?
What makes you want to walk into a restaurant? Online reviews, a good happy hour deal, a trendy menu, or maybe all of the above? All these are examples of restaurant promotions designed to attract more customers and boost sales.
But promotions go beyond simple discounts. They can include special events, limited-time menus, contests, partnerships, or loyalty programs that reward regular customers.
Effective promotions help you increase brand awareness, create buzz, attract your target market, and fill empty tables.
What to consider before running a restaurant promotion
There are a few important factors to consider before getting into the creatives:
Target market
Who do you want to attract? Who is your core customer base? Figure out these answers before diving into promotional activities.
Define the demographics and interests of your ideal customer, including their age, income, and location. What type of offer or experience would appeal to them? Discounts, exclusive events, or family-friendly options, perhaps?
This information will help you effectively tailor your promotions to customer preferences instead of shooting in the dark.
Promotion goal
What do you hope to achieve from these promotions? Are you looking to increase sales, attract new customers, promote new menu items, or something else entirely?
Knowing your objectives guides you in choosing the right promotional strategies and measuring their success.
One helpful tip is to set SMART goals — goals that are specific, measurable, achievable, relevant, and time-bound — to make it easy to measure the impact of your efforts.
Budget
Decide on a sustainable, realistic budget that includes advertising costs, staff overtime, discounts, and any other expenses.
Consider the potential return on investment (ROI) for each promotion and allocate your resources accordingly. Always prioritize the strategies that are most likely to deliver the biggest bang for your buck.
Market insights
Are any other restaurants in your area doing particularly well? Look into the types of promotions they’re running to see if you can draw inspiration from their strategies.
Moreover, identify any emerging dining trends and incorporate them into your promotions. Staying ahead of the curve helps you appeal to a wider audience and remain relevant.
What makes restaurant promotions successful?
A truly successful promotion doesn't just create a temporary boost. It leaves a lasting impact, strengthens your brand, and keeps customers coming back.
But what exactly makes a promotion hit the mark? Let’s take a look.
Brand alignment
A successful promotion should integrate perfectly with your restaurant's identity and strengthen your brand image. Customers should instantly recognize it as yours and feel that it aligns with their expectations of your brand.
Off-brand promotions with inconsistent messaging can confuse and alienate customers. For example, a fine-dining restaurant that offers a "kids eat free" deal may not attract the folks you’re targeting.
Ease of execution
Your promotion should be easy to do and fit into your current work schedule. It shouldn't put extra stress on your team or interrupt your normal services.
Train your team to make sure they’re well-equipped with the knowledge and tools to implement your promotion ideas to avoid confusion and mistakes.
Financial sustainability
A promotion that generates buzz but loses money isn't a win for your business.
That’s why it’s crucial to factor in all expenses related to the promotion, such as advertising, discounts, staff, and supplies. The promotion should not only cover its costs but also generate a profit.
More importantly, consistently monitor your budget throughout the promotion to avoid overspending and make any necessary adjustments promptly.
Memorable impact
Many people know KFC’s catchy slogan, "It’s finger lickin' good." That’s what a successful promotion is supposed to do — leave an impression. It should give your customers a reason to remember your promotion and share it with others.
Think beyond discounts and freebies to focus on creating unique, engaging experiences that spark conversation and social media buzz.
Tracking and analyzing results
Without looking at the data that result from your promotions, you're flying blind and won't know which strategies are truly effective. Tracking your promotion results will help you identify what’s working and what’s not.
Use key performance indicators (KPIs) to track sales, customer feedback, social media engagement, website traffic, or whatever aligns with your goals. Then, use this information to adjust your current promotions and refine your future ones.
15 best restaurant promotion ideas for 2024
We’ve compiled 15 creative and effective restaurant promotion ideas to get you started.
1. Leverage local events — best for visibility and community engagement
Get in with your community and improve your restaurant’s visibility by leveraging local events. Festivals, concerts, sporting events, and even neighborhood block parties can put your restaurant on the map and help you connect with potential customers.
You can work with event organizers to offer special menus, neighborhood discounts, or catering services. By setting up a booth or pop-up at these events or sponsoring a portion of the activities, you can significantly increase your brand awareness, attract new customers, and show your support for your restaurant’s local community.
2. Influencer marketing — best for reaching new audiences
Did you know that one in three consumers use social media to discover new items and brands?
In this day and age, you need a strong online presence — and influencer marketing can help you achieve that.
Partner with local influencers, such as food bloggers or social media personalities, to promote your restaurant. These individuals already have credibility and trust among their followers, making their recommendations more impactful.
3. Birthday specials — best for building customer relationships
The simple gesture of offering a free dessert, drink, or discount on customers’ birthdays goes a long way. Take IHOP, for example. They offer customers a free stack of pancakes on their birthdays.
A happy customer is a loyal customer. Birthday specials encourage return visits and build a stronger connection between the customer and your restaurant.
4. Loyalty perks — best for customer retention
Rewarding loyalty works. In fact, 96% of reward program customers agree that loyalty and reward programs give them more “bang for their buck.”
Give your frequent customers exclusive discounts, freebies, or the ability to pre-book reservations. The goal is to make them feel valued and appreciated so that they’ll keep coming back for more.
A loyalty program could be as simple as a physical punch card or a more techy app-based system. This approach not only benefits the customer with tangible rewards but also allows you to better track customer spending and preferences.
5. Holiday promotions — best for boosting sales
The holiday season is the perfect time to boost your restaurant's sales. Take advantage of your customers’ festive spirit by cooking up some time-limited promotions.
Consider creating fixed-price menus, coming up with holiday-themed dishes, and hosting themed dinners or live music performances to attract larger groups and families.
With the right promotions, you can channel the spirit of the season and drive a significant increase in sales.
6. Bundled offers — best for profit maximization
Getting a deal always feels good to customers. The psychology behind bundle offers is that the perceived value of getting "more for less" leaves customers feeling satisfied and more likely to return.
Combine your menu items or create meal deals at a discounted price to entice your customers to order more. McDonald’s is a prime example of this. Ordering a value meal instead of a single burger has almost become automatic for most customers.
Apply this same principle to your restaurant by pairing appetizers with entrees or offering family-style meals that cater to groups. By bundling items strategically, you can move slower-selling items, introduce customers to new dishes, and increase your revenue.
7. Downtime promotions — best for filling empty tables
Don't forget to plan promotions for the downtimes, too. Offer special deals or discounts during slower periods, such as happy hour deals, early bird specials, or "two-for-one" Tuesdays.
These promotions can bring in more foot traffic during off-peak hours and attract price-conscious customers who might not otherwise visit your restaurant.
For instance, some Michelin-starred restaurants offer a more affordable lunch menu so that people can try the cuisine without breaking the bank. In doing so, these restaurants reach new diners.
Remember to promote these deals on the restaurant’s social media and other marketing channels to gain maximum visibility.
8. Collaborate with food delivery apps — best for expanding market reach
Promote beyond the four walls of your restaurant. According to a recent survey, 77% of consumers order delivery, and 76% order takeout. This is a lucrative market that can significantly expand your restaurant's reach.
Partner with popular food delivery apps, such as Uber Eats or DoorDash, to offer your menu items for delivery. You may need to adjust your offerings or their prices to accommodate the platform’s fees, but the benefits typically far outweigh the costs.
Food delivery apps expose your restaurant to a wider network of potential customers and can increase your order volume. Moreover, they simplify the ordering process. Customers can easily choose and track their orders while your restaurant receives the orders directly.
9. Guest chefs and pop-ups — best for media attention and foodies
Today’s diners are always looking for new and unique experiences. So, guest chef collaborations and pop-ups may be just the thing they're looking for.
Partner with well-known chefs and create excitement on social media through teaser campaigns and behind-the-scenes snapshots. This approach attracts food enthusiasts and media attention in addition to showcasing your restaurant's culinary diversity and willingness to experiment.
Ask the guest chef to promote the event on their social media channels, too, to maximize reach.
10. Seasonal menus — best for capitalizing on seasonal trends
As the seasons change, so do your customers’ cravings. Update your menu with seasonally available ingredients and popular food trends to keep them interested and demonstrate your commitment to quality and sustainability.
Moreover, sourcing fresh, local produce can potentially save on costs while also supporting local farmers and businesses.
11. Takeout specials — best for maximizing kitchen efficiency
Takeout orders offer diners convenience while streamlining your operations and reducing overhead costs.
A separate "takeout specials" menu or a small discount on regular menu items is often a good idea. This strategy can attract price-conscious customers and help you fill the gaps during slower periods in your restaurant.
Plus, preparing takeout orders in batches can significantly improve the kitchen’s efficiency and reduce food waste.
12. Social media giveaways — best for brand awareness and engagement
If you want to get your restaurant trending fast, host a contest or giveaway on social media. These online activities will get people talking and interacting with your brand.
Ask users to like, share, or comment on your posts for a chance to win a prize.
For example, Chipotle's popular “Guac Mode” contest encouraged fans to scan a code for a chance to win free guacamole for a year. The promotion resulted in millions of entries and a huge boost in brand awareness.
Contests and giveaways also turn your customers into brand ambassadors, spreading the word about your food.
13. Gift cards — best for upfront cash flow
The beauty of gift cards is that they generate revenue immediately, even before they're redeemed. When customers purchase gift cards, you receive an instant cash influx.
Offer both physical and digital gift cards in different amounts to make them a convenient gifting option. Promote them heavily during holidays and special occasions, as they make good gifts for the foodie in every family.
And even better, many customers will spend more than the value of their gift card when they redeem it. This means increased revenue.
14. Review incentives — best for building credibility and improving SEO
Who doesn’t look at the reviews first before going to a new restaurant now?
Positive reviews can work wonders for your credibility and search engine rankings. So, encourage your customers to share their experiences by offering incentives for leaving positive reviews on platforms like Yelp, Google, or TripAdvisor.
For instance, you can offer a discount on their next meal, a complimentary appetizer or dessert, or a chance to win a larger prize, like a gift card.
Positive reviews build social proof, attract new customers, and improve your online reputation. Additionally, positive reviews with relevant keywords can boost your search engine optimization (SEO), making your restaurant more visible in local searches.
15. Charity events and partnerships — best for brand image and positive PR
Giving back to your community is not only a good thing in and of itself, but you also get good publicity out of it. Working with a local charity to have a fundraising event or donating some of your profits is a great way to show you care.
Choose a cause that aligns with your restaurant's values and resonates with your target audience. For example, a family-friendly restaurant could partner with a children's hospital or a food bank. Get your customers involved by offering them the chance to round up their bill or donate directly to the cause.
Charity events are a natural draw for media attention, generating positive publicity and strengthening your brand image. They also create new networking opportunities with other businesses and community leaders.
How Lark can help you with your restaurant promotion ideas
Got some ideas brewing now? Let us help you realize them.
Plan and execute promotions with Lark Suite
With Lark Calendar, scheduling and promoting events becomes a breeze. Set dates, send personalized invitations to loyal customers, and easily manage RSVPs.
When it comes to multi-location restaurants, Lark Messenger and Lark Meetings are invaluable for coordinating promotional campaigns. Brainstorm ideas, announce special offers, and communicate effortlessly across branches.
Simplify promotion creation with Lark Docs
Create promotional materials collaboratively on Lark Docs. Work with your team in real time to design enticing menus, attention-grabbing flyers, and engaging social media posts.
With easy sharing options and built-in version control, you can make sure everyone is on the same page and your materials are polished and ready to wow your customers.
Streamline approval processes with Lark Approval
Say goodbye to endless email and message chains. Lark Approval streamlines the approval process for your promotional materials, ensuring brand consistency and compliance with company guidelines.
Create custom approval workflows and set up specific Lark Approval groups for marketing, design, and management to simplify communication.
With automated reminders, you won’t miss a deadline or let a promotional piece slip through the cracks. Each approval leaves a clear audit trail, providing transparency and accountability throughout the process.
Track and automate performance data with Lark Base
Lark Base transforms raw data into actionable insights so that you can make better decisions regarding your restaurant promotions.
By seamlessly integrating with your POS system, like the Lark + Square integration, Lark Base automatically tracks sales data during your promotional events and campaigns. You can then visualize this data to identify trends, compare performance across different promotions, pinpoint areas for improvement, and share all this information with your team.
Get inspired by working with Lark
Haidilao, a famous global hot pot chain, saw remarkable results after partnering with Lark. By streamlining communication, automating processes, and harnessing data-driven insights, it was able to boost its operational efficiency by 25%. This significantly reduced costs and risks associated with food quality.
Moreover, Haidilao empowered its teams to make data-driven decisions, improving service standards and responsiveness and enhancing customer satisfaction.
Ready to experience Lark for yourself? Try it for free now.
