Fishbowl's guide sets out 15 ways for restaurants to win new customers. Sorted by what they need, some are mostly effort, such as keeping your Google Business Profile accurate and replying to reviews; some need a system, like a POS-linked loyalty programme; some need ad spend, like retargeting; others build word of mouth or give a reason to visit.
Group the ideas by what they ask of you
Fishbowl, which has its own guest relationship management platform, has published 15 strategies for bringing new customers into a restaurant. Sorting them by what each one requires makes them easier to plan around, and shows that several depend on time and consistency more than money. The groups below are effort, systems, paid spend, other people's endorsement and a reason to visit.
Ideas that mainly cost effort
Local search leads this group. Claim your Google Business Profile and fill it in fully, make sure your name, address and phone number read the same on every site that lists you, and respond when people review you on TripAdvisor, Google or Yelp. None of this has a price tag; the cost is the habit of keeping listings accurate and answering feedback quickly.
Local partnerships run on the same idea. Cross-promotions with nearby businesses that complement yours, a presence at neighbourhood festivals and farmers' markets (whether you sponsor them or simply turn up), and membership of local business associations all let you borrow trust and an audience that are already there, instead of building both from scratch.
Ideas that need a system more than a budget
- A GRM, or guest relationship management, platform (Fishbowl points to its own) that brings scattered guest data together so you can run targeted, personal campaigns in place of one generic blast.
- Defined customer personas covering who your guests are, what they like and how they behave, so menu development and marketing both aim at a specific guest rather than at everyone.
- A loyalty programme built on points or tiers, connected to your POS and ideally backed by a mobile app where guests can track rewards. The technology does have a real cost.
Ideas that need real ad spend or investment
Ads on Google and Facebook targeted by location, timed around your busy hours and local events, need a genuine budget. So do retargeting campaigns aimed at people who have already been to your website. The guide expects retargeting to beat broad targeting, because it reaches people who are already interested rather than a cold audience.
The biggest commitments, in both money and day-to-day running, are a pop-up or food truck for trying out new concepts or new locations, and a catering service run properly, with marketing of its own.
Ideas that let other people vouch for you
The guide treats influencer marketing as two tiers. Larger local food bloggers can be invited for a complimentary meal in return for an honest review. Micro-influencers with a loyal following in a particular niche or neighbourhood suit a deeper collaboration, and for a smaller restaurant they often pay back better because their audience sits closer to your own guests.
User-generated content applies the same thinking to ordinary guests. Give people corners of the restaurant they want to photograph, gather their posts under a branded hashtag, and share those posts, along with guest testimonials, on your website and social pages. It then reads as proof from other people rather than self-promotion.
Ideas that give people a reason to come in
The final group hands a first-timer a specific occasion to try you:
- Themed evenings, a chef's table or wine tastings.
- Interactive formats that guests like to photograph and share, such as tableside preparation or cook-your-own dishes.
- Mixology workshops or cooking classes, with a discount that encourages participants to return.
- A referral scheme that rewards both the regular who recommends you and the friend who comes in, kept simple so more people use it.
None of this replaces good food. It simply gives a newcomer a clear reason to choose one particular evening for a first visit.
What this means for your restaurant
- Do the free work first: claim your Google Business Profile, keep your name, address and phone number identical everywhere, and reply to reviews promptly.
- If you spend on ads, favour retargeting past website visitors over broad, cold audiences.
- For a smaller restaurant, start with micro-influencers whose followers are local or share your niche.
- Give first-timers a specific reason to come, such as a themed night, a class with a return discount, or a simple referral reward for both sides.
Sources
This article summarises the reporting and guides listed above; the figures belong to those sources and are attributed in the text. Check anything that affects your business against your own platform agreements, payout statements and advisers.