Restaurant marketing leans on GBP Optimisation as the highest-use channel, since most dining decisions start with a nearby local pack search. Direct-ordering SEO and social content reduce dependence on delivery-platform commissions the same way hotel marketing reduces OTA dependence.
What matters most for restaurants?
- GBP Optimisation and review management, the top local-decision driver
- Direct-ordering SEO to reduce delivery-app commission dependence
- Visual social content: menu highlights, ambience, customer photos
Which channels work for restaurants?
| Channel | Role |
|---|---|
| GBP Optimisation | Primary driver of reservations and walk-ins |
| Social Media Marketing | Visual content driving awareness and direct orders |
| SEO | Direct-ordering pages, reducing delivery-app dependence |
Most dining decisions happen on a map
When people choose where to eat, they open Google Maps or search "restaurants near me", look at photos, scan reviews and check the menu. The restaurants with fresh photos, an up-to-date menu, current opening hours and plenty of recent reviews win that moment. It is not glamorous work, but it fills tables.
What we set up
- A complete Google Business Profile: menu, photos, attributes, reservation and order links
- A fast website with a text menu (not a PDF), prices, allergens and booking
- Review requests after visits and orders, with a reply to every review
- Short videos of food being made and served, posted consistently
- Direct ordering and a simple loyalty offer so regulars do not always go through delivery apps
Reviews are the menu before the menu. BrightLocal's 2025 survey found 86% of consumers use Google to read local reviews, and more than three quarters watch video when researching local businesses (BrightLocal Local Consumer Review Survey 2025).
Delivery apps: useful, expensive
Delivery platforms bring new customers but take a large commission on each order. We treat them as an acquisition channel and aim to move repeat customers to direct ordering over time: a leaflet in the bag, a direct-order discount, a loyalty scheme. Every regular who orders direct improves margin.
Keep your hours right. Wrong opening hours on Google are one of the most common and most damaging mistakes we see. Update them for every holiday.
How we measure it
Reservations, direct orders, calls, direction requests and review volume and rating. Revenue by channel shows whether direct is growing against delivery apps. See our local SEO service and guide to why Google reviews matter.