05 Feb Why Consistent Restaurant Marketing Matters After Your Grand Opening

The grand opening of your restaurant brought excitement, crowds, and buzz to your establishment. Local food critics wrote reviews, food bloggers shared their experiences, and curious diners lined up to try your signature dishes. But what happens when the initial excitement fades? This is where strategic, ongoing marketing becomes crucial for long-term success in the competitive restaurant industry.

Understanding the Post Grand Opening Slump

Many restaurants experience a natural decline in foot traffic and sales after their grand opening period. This dip isn’t necessarily a reflection of your food quality or service – it’s simply the normal cycle of consumer behavior. The key to maintaining a steady business is implementing a comprehensive marketing strategy that keeps your restaurant visible and engaging to both new and returning customers.

Leveraging Social Media for Continued Engagement

Social media platforms offer powerful tools for maintaining customer interest long after your opening. Instagram, Facebook, and TikTok provide opportunities to showcase your:

• Daily specials and seasonal menu changes
• Behind-the-scenes glimpses of food preparation
• Chef demonstrations and cooking tips
• Customer testimonials and food photos
• Special events and themed dining experiences

Regular social media engagement helps create a community around your restaurant, encouraging repeat visits and word-of-mouth recommendations. Platforms like Instagram Stories and Facebook Live allow you to share real-time updates and create interactive experiences that keep followers invested in your restaurant’s story. Advertising in this realm is essential to growing your following & getting your delicious creations in front of more eyes.

Maximizing Online Review Platforms

Yelp, Google Reviews, and TripAdvisor remain crucial channels for restaurant discovery. Studies show that 94% of diners choose restaurants based on online reviews. To maximize these platforms:

• Actively monitor and respond to all reviews, both positive and negative
• Encourage satisfied customers to share their experiences
• Update your business information regularly
• Share high-quality photos of your dishes and atmosphere
• Consider advertising options on these platforms to increase visibility

Leveraging Yelp’s Advertising Power

Yelp’s advertising platform offers robust features specifically designed for restaurants. Their targeted advertising programs place your restaurant above competitors in search results and on related business pages. Through Yelp’s partnership with agencies, you can access advanced analytics that track:

• Real-time foot traffic attribution from Yelp ads
• Customer demographic data and dining preferences
• Peak dining hours and reservation patterns
• Cross-platform marketing effectiveness
• ROI metrics for advertising campaigns

Yelp’s agency partnerships also provide access to enhanced reporting tools that connect online advertising efforts to physical restaurant visits. This data helps optimize ad spending and target the most profitable customer segments. Additionally, Yelp’s platform offers:

• Custom audience targeting based on dining preferences
• Competitive intelligence reports
• Seasonal promotion optimization
• Geographic targeting for multiple locations
• Integration with other marketing platforms

Embark Marketing has partnered with numerous restaurants for their Yelp advertising to great success. Read more on the results of our Yelp Campaign for Tokyo Cowboy & their ROI of over $250,000 with a modest ad spend of $6,840 here.

Traditional Marketing Still Matters

While digital marketing is essential, traditional advertising channels shouldn’t be overlooked. Local newspapers, radio stations, and community publications often reach demographics that might not be as active online. Consider:

• Local newspaper advertisements featuring seasonal specials
• Radio spots during peak commuting hours
• Community event sponsorships
• Direct mail campaigns to nearby neighborhoods
• Local magazine features and advertisements

Creating a Year-Round Marketing Calendar

Successful restaurants plan their marketing initiatives around the following:

• Seasonal menu changes
• Local events and festivals
• Holiday celebrations
• Sports seasons and major games
• Restaurant week promotions
• Anniversary celebrations

This structured approach ensures consistent visibility while providing fresh content for all marketing channels.

Email Marketing for Customer Retention

Building and maintaining an email list helps you stay connected with customers who’ve already shown interest in your restaurant & is a great way to recapture customers after the initial grand opening glow wears off. Regular newsletters can include:

• Upcoming events and special promotions
• New menu items and chef’s specials
• Behind-the-scenes stories
• Exclusive subscriber offers
• Recipe features and cooking tips

Automating Your Email Strategy

Modern email marketing platforms such as those embedded within the Toast POS system offer powerful automation tools that help restaurants maintain consistent communication without increasing workload. Effective automation sequences include:

• Welcome Series: Automatically send new subscribers a series of emails introducing your restaurant’s story, signature dishes, and special offers
• Birthday Rewards: Trigger personalized birthday messages with special dining offers
• Anniversary Messages: Celebrate customers’ first visit anniversaries with exclusive promotions
• Reservation Follow-ups: Send automated thank-you messages after dining experiences with requests for reviews
• Re-engagement Campaigns: Automatically target customers who haven’t visited in a set period with “we miss you” promotions

Not only do these automations trigger automatically after certain parameters are set, but they effectively act as a ‘table touch’ to your customers, reminding them of their excellent experience at your eatery and enticing them to visit again. 

You can see an example of the results of a successful email marketing campaign for our client, Smashin Crab, that resulted in a profit of $29,187 within the first 30 days of implementation here.

Measuring Marketing Success

Track key metrics across all marketing channels to understand what works best for your restaurant:

• Website traffic and reservation numbers
• Social media engagement rates
• Email open rates and click-throughs
• Review platform ratings and response rates
• Traditional marketing campaign results

Investment in Long-Term Success

While maintaining a comprehensive marketing strategy requires time and resources, it’s an essential investment in your restaurant’s long-term success. Consistent marketing efforts help create a stable customer base, increase brand recognition, and ensure steady growth beyond the initial opening phase.

Remember, successful restaurants don’t rely solely on their grand opening buzz – they build lasting relationships with their community through strategic, ongoing marketing efforts across multiple channels. By maintaining visibility and engagement through various marketing platforms, you can create a sustainable business that thrives long after the novelty wears off.

Embark Marketing offers a full suite of marketing services and 15 years in the industry. Contact us today for a free consultation of your restaurant or bar.