Restaurant Marketing

Plan Template
Thank you for downloading Eat App’s Restaurant

Marketing Plan Template.

A restaurant marketing plan is a strategic document

that outlines a restaurant’s strategy to promote a brand,

acquire new customers, and enhance the overall guest

experience.

A well thought out marketing plan that encompasses

every aspect of your restaurant marketing is crucial for

success. If you feel overwhelmed and unsure about where

to start, our step-by-step template will help you through

the process of creating a well-planned marketing plan.

Restaurant Marketing Plan Template

How to Use This Template
This template has everything you need to create your own restaurant marketing plan.

To begin with, create a cover page using the sample below with your company logo and other
contact details, then move onto the marketing plan itself.

Each section comes with directions and suggestions about what you can include in it for your
restaurant in green italics, followed by a blank notes section for you to fill out.

You can print out the template and use it to create notes and pointers for each section before
creating your final marketing plan.

Let’s get started!

Restaurant Marketing Plan Template

ADD LOGO HERE
RESTAURANT MARKETING PLAN

Manager’s Name

Address

Contact Number

Email
Table of Contents
Create a clear and concise table of contents to provide readers an overview of the marketing
plan. Below are the sections included in this template. We recommend adding or removing
sections as per your restaurant’s requirements.

Section 1: Introduction

Section 2: Marketing Goals

Section 3: Target Audience

Section 4: SWOT Analysis

Section 5: Marketing Strategy

Social Media Marketin

Email Marketin
Loyalty Programs
Section 6: Marketing Budget

Restaurant Marketing Plan Template

Section 1: Introduction
Kickstart the marketing plan by giving an overview of your restaurant’s concept, which
includes your style (fine-dining or casual), cuisine, ambiance, environment, and service style
must be clear to your new employees to help them fully understand their role.

Eg: If you own a family-friendly buffet-style restaurant with a relaxing atmosphere and
activities for kids, you should mention each of these elements in your marketing plan as it
determines your marketing strategy.

Also mention your restaurant’s mission and vision to help guide the marketing strategy.

Answering the what, why, and how of your business in a detailed, specific, and descriptive
manner will help you come up with a successful marketing plan.

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Restaurant Marketing Plan Template

Section 2: Marketing Goals
The first step to creating a restaurant marketing plan is to establish some goals. What
objectives do you plan to accomplish? Are there specific targets you want your team to
meet?

Depending on your current ambitions and manpower, goals can range from smaller, bite-sized
ambitions (like getting 10 new shares every week on your restaurant’s Facebook page) to
bigger, grandiose objectives (such as doubling restaurant sales each quarter). Get started by
establishing a few goals that make sense for your specific case, like:
Grow per table profit by 12
Grow drink revenue by 10
Grow lunch hour revenue by $3,000

Also quantify your overall objectives with numbers and dates. You could set the goal
completion date at three months, and measure your growth daily. Create a simple wall chart to
post in your office so you can make your goals visual and track your progress.

Marketing Goals for Year 20___

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Restaurant Marketing Plan Template
Section 3: Target Audience
Understanding your target audience well is crucial for creating a successful marketing plan.
Only by knowing their likes/dislikes, and preferences, you can tailor your marketing plan
accordingly.

Focusing on a narrowly defined ideal customer will save you months of wandering in the dark
trying to be everything for everyone. That’s where an ideal restaurant customer profile comes
in handy. An ideal customer profile is a fictional representation of your ideal customer that
helps personalize your sales and marketing efforts.

It lists out demographic information like age, gender, and income, as well as some qualitative
details like what they enjoy in certain places, and what their preferences are when it comes
time to pick a restaurant for lunch or dinner.

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Restaurant Marketing Plan Template

Section 4: SWOT Analysis
Restaurants need to be evaluated for both strengths and weaknesses specific to your
business; the essence is to discover what you do well, and where you pale in comparison with
similar businesses.

After speaking with some of your guests, or just sitting down and writing it out, choose three
strengths of your restaurant and three weaknesses. This will highlight the points that need to
focused on in your marketing plan.

Be clear with yourself and ask your servers and other management to write them down as
well. Then, compile them and have a good look at what’s going great and what needs
improvement.

You can also keep tabs on the potential opportunities and threats facing your business by
conducting a restaurant SWOT analysis. Doing so may direct you towards a previously
uncaptured market or help you identify issues that might affect your restaurant’s profitability.

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Restaurant Marketing Plan Template

Section 5: Marketing Strategy
You’ve laid the foundation. Now it’s time to build your restaurant marketing strategy. You’ll
want to consider what methods of promotion you will use, and for how long you’ll run each
promotion before giving it a revamp.

Based on your goals, customer profiles, and strengths, pick a few of these strategies to
implement first

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Restaurant Marketing Plan Template

Social Media Marketing
While you can run a campaign on nearly every social media network out there, we recommend
you narrow your focus to the following:

Instagram
Instagram is the easiest place to showcase your food, your ambiance, and everything visual
about your customer experience. Everything is in the photos on Instagram so be sure to post
some appealing images of food plates, happy customers, attentive servers, and management.
It’s your opportunity to show them what they can expect at your restaurant.

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Restaurant Marketing Plan Template

Facebook
Get started by creating a restaurant business page and posting high-quality images of your
food with some enticing captions that induce your audience to visit your restaurant. To
accommodate for spikes in weekly traffic, schedule posts to go out even when you’re not
available.

The most effective way to get your business in front of audiences is by running Facebook ads.
Write down a detailed ad strategy in your marketing plan to make the most out of your
investment.

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Restaurant Marketing Plan Template

Email Marketing
Sending regular emails to people who’ve subscribed to your email list helps foster loyalty;
when customers see your restaurant logo often and receive your event updates, menu
specials, coupons, etc. they begin to feel they’re part of your exclusive community.

The secret behind an effective email marketing strategy is personalization. Customers are no
longer happy with nonspecific emails that may or may not be applicable to them. They’re
looking for promotional messaging that caters specifically to their interests.

The direct connection between guests and restaurants and the ability to create hyper-
targeted, personalized messages through segmentation is what makes emails so effective.
People who have subscribed to your list are aware of your restaurant and are wilfully choosing
to receive promotional messaging from you. This improves the likelihood of them returning
after receiving a targeted promotional email compared to a generic campaign that is marketed
to a wide audience.

Learn more about creating an email marketing strategy for your restaurant here

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Restaurant Marketing Plan Template

Loyalty Programs
In times where customer acquisition costs can be burdensome for new – and even established
– restaurants, loyalty programs can help to secure brand value in the form of repeat business
from people who’re already delighted to be dining with you.

These programs include restaurants offering membership to regular guests, and in turn
presenting them with reward points that can be exchanged for perks like free desserts, 50%
discount, and more.

List down the details of your loyalty program including methods (pen and paper, digital), point
system, and any other relevant details.

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Restaurant Marketing Plan Template

Section 6: Marketing Budget
Setting a budget for your marketing plan is important for ensuring that your marketing spend
does not effect your revenue.

There’s no set formula for determining a restaurant marketing budget. However, there are a
few considerations that can be applied to any restaurant for determining the amount of money
you should invest in marketing.

Choose to invest in the channels that are bringing in the most return.

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Restaurant Marketing Plan Template

 About Eat App
Eat App is reservation and guest management platform focused on helping restaurants
unlock the power of data at their businesses.

We build tools and services that help restaurants increase their revenue and optimize their
customer flow.

WANT TO KNOW MORE ABOUT

HOW WE HELP RESTAURANTS

GET MORE CUSTOMERS?

EMAIL
sales@eatapp.co
visit
restaurant.eatapp.co

Restaurant Marketing Plan Template