10 Common Marketing Mistakes Restaurants Make

1. Inconsistent Branding

The Issue: Your social media don't match your website, the tone shifts from post to post, and there’s no cohesive colour palette. This inconsistency creates confusion - especially for younger, design-conscious audiences - and confusion leads to lost interest.

The Solution: Establish a consistent brand identity across all touchpoints. Define your logo, colour scheme, fonts, tone of voice, and photography style. Whether someone visits your Instagram, website, or printed menu, your brand should feel unmistakably you.

2. Posting Without Purpose

The Issue: You’re sharing content for the sake of staying active, but it feels generic and doesn’t resonate with your audience. As a result, your engagement is in steady decline.

The Solution: Develop a content strategy rooted in your venue’s unique personality. Whether it's interactive dining, hyper-local produce, or show-stopping cocktails - lean into what makes you different. Post with intention, not just frequency.

3. Ignoring Paid Advertising

The Issue: You’re relying solely on organic reach, which now touches just a fraction of your audience. Meanwhile, your competitors are showing up in your ideal customer’s feed every day.

The Solution: Leverage Meta advertising to target your ideal diners and drive bookings. Use pixel tracking and conversion metrics to monitor performance and refine results. A small, well-targeted budget can deliver a big impact.

4. Not Knowing Your ‘Why’

The Issue: If you don’t understand what truly draws people to your venue, your marketing will be misaligned. Investing in high-end campaigns when your foot traffic comes from tourists, for example, is a missed opportunity.

The Solution: Pinpoint your unique selling proposition. Is it convenience, experience, or cuisine? Then align your strategy: invest in visuals and PR if the vibe is the hero, or focus on signage and walk-in appeal if location is key. Find your standout feature - and make it a talking point.

5. A Frustrating Website

The Issue: A slow, cluttered, or outdated website sends the wrong message. If people can’t find what they need quickly, they’ll leave - and likely won’t return.

The Solution: Treat your website like your digital storefront. Make it fast, functional, and mobile-friendly. At a minimum, it should:

• Showcase your menu

• Offer seamless booking

• Capture email sign-ups

• Display contact details and hours

• Reflect your brand’s atmosphere

6. Relying on Discounts

The Issue: Running discounts to boost bookings may bring short-term volume but risks long-term damage. It can devalue your brand and train guests to wait for deals.

The Solution: Focus on add-value campaigns instead. Create exclusive events, collaborate with local makers, or highlight limited-edition offerings. Give customers a reason to book now - without undercutting your worth.

7. Overcomplicating Bookings

The Issue: Strict booking policies - like high deposits for off-peak nights or inflexible cancellations - can deter potential guests, especially if your tables aren’t full.

The Solution: Keep booking friction to a minimum. Maintain policies that protect your business, but build in flexibility. Consider options like refundable deposits or simple reschedules. Make it easy to say yes.

8. Hiding Your Best Offers

The Issue: You’re launching great initiatives - private dining, themed brunches, special events - but they’re buried in your feed or missing from your website.

The Solution: Promote standout offerings clearly and consistently. Add a “What’s On” page to your site, create highlight reels on Instagram, and link each campaign to its own landing page with key info and calls to action.

9. Underinvesting in Marketing

The Issue: You’ve spent tens of thousands on fit-out, but zero on actually attracting diners. Visibility isn’t automatic - you have to earn it.

The Solution: Treat marketing as a core part of your business strategy. If an in-house hire isn’t feasible, work with a consultant or agency. Even a consistent content calendar and basic ads can make a measurable difference.

10. No Clear Audience

The Issue: When your message tries to speak to everyone, it resonates with no one. Generic content falls flat because it lacks direction.

The Solution: Define your ideal diner. Are they locals, tourists, families, or foodies? What do they value - price, atmosphere, innovation? Build your voice and visuals around their preferences. Specificity builds connection.

Marketing isn’t just about visibility - it’s about strategy. If any of these mistakes sound familiar, it might be time to rethink your approach. Need a hand? That’s exactly what we do.