Restaurant Marketing Ebook - Upserve

Everything You Ever
Wanted To Know About
Effective
Restaurant
Marketing
Share me    A Publication of Upserve.com
We are restaurant loving geeks that spend all
of our time analyzing restaurants like yours.
Why?
We want to help you provide the best
hospitality you can. Here we share some of
our insight about restaurant marketing from
working with over 4,000 restaurants across
the United States.
Share me    2 www.upserve.com
Successful, highly profitable restaurants don’t happen
by accident. They develop a great concept, cultivate
signature menu items, garner an impeccable reputation,
and constantly promote their business... They’re analyzed
and deliberate.
Whether you manage 1 or 100 locations, this is your
complete guide to how the best restaurants market
themselves and how to build your own successful strategy.
THIS GUIDE COVERS:

Optimizing traditional restaurant marketing
Developing a digital marketing strategy
Restaurant marketing strategies you can use all year long
Contents
7 Back To Basics: What Is 39 Less Is More: Twitter For Restaurants
Restaurant Marketing? 41 5 Ways To Use Twitter To Build
Customer Loyalty
9 Long Live Traditional 43 FOODPORN: SHARE-WORTHY INSTAGRAM
Marketing: An Evolution You RESTAURANT MARKETING
Can Get Behind 45 BONUS SOCIAL NETWORK: HARNESS THE
POWER OF YELP
11 Making The Most Of Your Guests: Word Of 46 Take Control Of Online Reviews In
Mouth 3 Steps
12 3 Tips To Ignite Your Loyalty Program
16 Your Menu Is The Best Marketing Tool You 47 How Can I Get More Online Reviews?
48 Read Minds With Yelp (Seriously)
Have
19 Your Staff Is Your Marketing Team:
Top 2 Ways To Help Them Win Today 52 Something To Chew On: Your
Social Media Menu
20 Bringing It To The Screen:
Online Marketing Tactics For 53 How To Develop YOUR Restaurant
The Restaurateur Marketing Strategy
22 Your Website Is Your First Impression: 56 Big Brands Have Lessons
5 Tips To Make It Stand Out To Teach You, Too
24 Is Social Media The New Word of Mouth? 57 Measuring Restaurant
Restaurant Social Media 101 Marketing Effectiveness
26 3 Ways To Leverage Social Media To
Increase Guest Loyalty
28 So Many Networks, So Little Time 61 How Upserve Helps With
29 Why Facebook, Why Now? How To Get On Restaurant Marketing
Facebook Today
31 Don’t Set It And Forget It: 3 Benefits
Of Facebook For Restaurants
33 Advanced Social Media:
Promoted Facebook Posts
36 Measuring The Success Of Paid
Facebook Posts
You need to be able to tell your guests why they
should dine with you in 140 characters or less.
Welcome to the
“Screen Generation”
56% of your guests will use some type of
technology to interact with (and about)
your restaurant.
Digital technology has made a permanent

reservation at the table and it’s seriously
altering your strategy for effective
restaurant marketing.
This is your ultimate guide to restaurant
marketing in the digital age.
What You Need To Know About … And How To Bring Your

Traditional Marketing... Marketing Online
Events, menu specials, prix fixe If you’re hosting a wine tasting
menus and loyalty programs. and you don’t post about it on
Traditional restaurant marketing Facebook… did it even happen?
is not dead. We’ll show you how We’ll explore how you can harness
to approach it in a way that the power of digital marketing
ensures you stand out from the tactics to bring guests in the door
crowd. and keep them coming back for
more.
BACK TO BASICS:
WHAT IS RESTAURANT MARKETING?
“Restaurant Marketing”.
Sounds easy enough doesn’t it? Host some events, buy some
billboards and send some tweets and you’re in business.
Not quite...
Effective restaurant marketing can increase
your visibility to your guests - both new and
loyal regulars. It has the power to increase
revenue and bring guests in the door. But
what does it include?
menu Staff Budget guests Online offline

Presence presence
The good news is that if you have a blended We can turn that bad news around.
strategy of online and offline marketing
tactics focused on menu, staff and guests, Let’s dive in, shall we?
you’ll stand out among the crowd. The
bad news is that without a well informed
understanding of the various components of
restaurant marketing, you can’t create that
strategy… and your budget will likely suffer.
LONG LIVE TRADITIONAL MARKETING:
AN EVOLUTION YOU CAN GET BEHIND
The restaurant industry is It is also one of the most challenging,
one of the largest in the with failure rates as high as 95% in
United States. the first year of business.
95%
Nowadays, all anyone seems to Restaurants are using
talk about is online marketing. social media now to
engage with guests
more than ever before…
and guests are seeking
restaurants out online.
But just because everyone is Let’s dig into

crazy for online marketing, some traditional
it doesn’t mean that the restaurant
traditional methods you know marketing tactics
and love should be thrown away that you shouldn’t
like an overcooked steak. overlook…
Making The Most Of Your Guests:
Word Of Mouth
The most effective (and cheapest) form of marketing is always going to be
word of mouth marketing. Some argue that online marketing is an extension
of this (more on that later) but we’d be doing you a disservice not to talk about
how to leverage good old face-to-face chatting.
The bottom line is this: the only way to bring about positive word-of-mouth
marketing is to provide great service and food. However, there are some ways
you can make the most of it.
1. Talk to your guests: Next time you’re 3. Tell me something good: Just
walking around the restaurant asking as it’s important for your guests’
how the meal was, if you find a guest to share positivity about your
that is particularly happy, ask them if restaurant, you should do the
they’d mind telling their friends. Get real same. The more you practice what
and tell them how much your restaurant you preach the more it becomes a
depends on people like them spreading norm in your atmosphere. Say you
the word. Guests will appreciate that don’t offer italian ices as a dessert
more than you think. but you know a great place that
does, send the guest over. You
2. Set up a referral program: This doesn’t don’t lose out and now you’ve
have to be a formal program with entry got a friend in the italian ice joint
forms and prizes. It can be as easy as that will send folks your way for
offering your loyal regulars a free dessert chocolate cake.
every time they bring in a new friend to
the restaurant.
3 Tips To Ignite Your Loyalty Program
Who wants empty seats in their restaurant on a Friday night? Not you.
That’s why customer loyalty is so important to you… and that’s why we’ve
got 5 tips here to ignite your loyalty program. It’s time to move from
traditional to exceptional.
What’s traditional? A punch card that offers discounts.
What’s exceptional? Let’s talk about that…
Tip 1: The Case For A Formal Loyalty Program
Did you know that data suggests that
a 5 percent increase in your restaurant
customer retention can produce as much as
a 100 percent increase in annual profit? As a
restaurateur, how are you building customer
loyalty to increase customer retention?
Customer loyalty programs ARE a quick win for The average American
restaurant owners who integrate into a larger household is a member
customer retention strategy.
of 18 loyalty programs
– with the restaurant
Customer loyalty programs allow you to collect
customer data and target effective restaurant industry claiming 9.7
marketing tactics to improve customer million of those members.
retention. But when it comes to marking a
program as a “success” or “failure”, it’s about
more than collecting the customer’s information
– it’s about getting them to come to your
restaurant and actually use that program.
58% of loyalty program
members prefer to
dine at restaurants with
a rewards program;
Could that be why data shows that over 50% of however, the one
rewards cards go unused?
argument is that the
offerings are sometimes
lackluster.
tip 2: What Do Your Customers Want?
Think of your customers as if they are playing a game
– your loyalty program is their challenge, and rewards
are the prize they are seeking. The biggest reason for
customer loyalty program churn (quitting the game):
customers become unengaged – they don’t want to
play the game anymore.
You have to make them want to play the game.
Customers want to take advantage of the rewards a

customer loyalty program has to offer, but they don’t
want to jump through fiery hoops to do so.
tip 3: Getting Your Customers To Play The Loyalty Program Game
So how can you get your Let’s borrow from everyone’s
customers to play the loyalty game favorite game of Monopoly as we
– and ensure that your best players go through 3 quick tips to keep
get the rewards and don’t ditch the customers playing (and winning).
game like a Monopoly game gone
too long?
Limit Barriers To Entry Tear Down Hurdles Along Incentivize With Bonus
The Way Points
According to Thanx, a “Go directly to jail, do not How awesome is it

customer loyalty program pass go and do not collect when you’re playing
data mine, Customers $200.” That’s exactly what Monopoly and you land
who come in with loyalty it feels like to a customer on Community Chest and
rewards to spend will when they get to your win the beauty pageant for
typically spend 10-15% restaurant with the intent $50? Your loyalty program
more on that transaction of being a repeat guest and members love bonus
than their average ticket. things like not having their incentives just as much.
Are you putting a limit on card or coupon on their
when customer loyalty person means they’ve now
rewards are redeemable or hit a hurdle.
can be earned?
Pro Tip: “We only play Pro Tip: When you collect Pro Tip: Worried about loss of
Monopoly on Mondays.” You customer information at sign revenue from discounts and
can’t imagine such a strange up, consider adding their “freebies”? Try these ideas instead:
restriction on game play, so why phone number into the game, Come in this week and you’ll
put it on earning and redeeming so you can look them up with get 50 extra rewards points, or
loyalty rewards. that information if they forget buy dessert tonight and you get
their card. 50% of an appetizer during your
next visit. All of these incentives
encourage a repeat visit.
The best part about a game of Monopoly? It can go on FOREVER! Just like your customer
loyalty program if you focus on building customer loyalty first and the nuts and bolts second.
Your Menu Is The Best
Marketing Tool You Have
How much thought have you put into engineering your restaurant/bar
menu? Yes, we used engineering (not designing) because a menu needs
to function and perform at a high standard; it needs to be profitable!
In fact, the right engineering is the key to your most coveted marketing
tool being successful: your menu.
Long-time friend of Upserve and menu engineer, Gregg Rapp, inspired

these 3 menu tips that are sure to boost your sales.
Remove Leader Dots

If your menu has these small periods...........
leading from the item to the price, guests
will look for the cheapest items because
they know these point towards $$$! Instead,
remove dollar signs and bury the price
underneath mouth-watering descriptions.
Use rather expensive items as decoys. For
example, if you have a $1000 sundae like
Serendipity in NYC, place the $20 scoop of
ice-cream next to it and people will think,
“This is a good deal”! Price items based on:
the type of dish it is, what your neighbor is
selling it for, and what makes yours different
from similar dishes.
Organize Your Menu Like a
Magazine
Think about it, these publications
are engineered to sell. Did you know
that people almost always look to
the upper right hand side when they
open your menu? Put your most
profitable (and ideally delicious) items
in this section. If you really want these
dishes to stand out, maybe even put
a box around them. The image shows
the common path of glances on a 2
column menu. You want to place the
profitable entrées in section 1 and 2
(then move to 3 for appetizers etc.). If
you have 3 columns, people generally
first look at the top half of the middle
page and then the path/formula
remains the same.
Less Is More
Too many different items in a specific
category can be overwhelming and will
often result in the guest going for the
cheapest or most familiar. Gregg shared a
short story of a woman who was selling 30
different flavors of jelly at a market. When
she cut the flavors down to her 6 best,
sales went up 30%! 5 items is the optimal
number with 7 being the max. Therefore,
choose your best and most profitable items
and slash the extras off the menu.
Bonus tips....
Design Your Menu/Restaurant

Around Profitability
Did you know that those generic “Beer”
neon signs and coasters you use are
helping sell your least profitable beer?!
Get rid of those and replace them with
some custom signs/coasters that show
off your unique and profitable beverages;
these catch the eye and taste of the
guest. Also, add prices to your drinks;
you’re guaranteed to sell more (studies
show that 32% of guests are upset when
they see no drink prices).
Up-sell (but not too much)

Add your logo next to some of your best
items on the menu; telling the guest these
dishes are unique to your restaurant and
can’t get them anywhere else. Use lots of
descriptive copy to really get the guest to
taste what they’re reading; people want to
know what they are ordering. If you can
paint a picture in their mind you’ll have
an easier sell. Utilize segmentation to get
those profitable menu items to really stick
out, whether that’s a box around specific
items or create some white space; the
guest’s eyes will be drawn to these dishes.
YOUR STAFF IS YOUR MARKETING TEAM:
TOP 2 WAYS TO HELP THEM WIN TODAY
We talked a bit about word of mouth and your guests, but we
didn’t talk about word of mouth and your staff…
Have you ever thought about how valuable your staff is when it
comes to marketing your restaurant. Not only do people trust
their friends’ reviews of everything (including your menu) but
they are seeking out “experts” to give them those reviews.
Who is more of an expert on your restaurant than the staff?
Here are the top 2 staff marketing tactics to implement today

and turn your staff into restaurant marketers.
1.
Upselling
Skillful up-selling is the least expensive way to increase
check averages. This is good for your server and for your
bottom line. But it is also a great “marketing” tactic.
“Personally
Teach This: As long as the server doesn’t come off as pushy,
the customer won’t know they are being marketed to.
I think...”
2. Referral Marketing
Just like you might offer an incentive to loyal guests
who refer a friend, consider doing the same to your
staff. Their networks are wide and you should be
feeding those folks, too! “Come by!”
Teach This: New guests might be more willing to stop by
if they know their friend is working. Talk to your staff about
broadcasting their shift schedules to the world, either on
social media or in conversation. “Visit me tonight at The
Dorrance from 8-10PM. I’ll be at the bar!”
BRINGING IT TO THE SCREEN:
ONLINE MARKETING TACTICS FOR
THE RESTAURATEUR
Sure, millennials are more likely than any other age group
to use technology for learning about and talking about
restaurants, but they are not the only demographic doing this.
According to National Restaurant Association

research, everyone is using restaurant technology.
Of those guests that have Of those consumers that have

researched a restaurant online, researched a restaurant online,
89% 57% 33%

of guests have researched indicated that prior to selecting view other guests’ reviews
a restaurant online before a restaurant they view the online prior to dining.
dining. restaurant’s website.
source
So what are you going to do about it?
You’re going to get online and build your presence… and

we’re going to show you the best practices to do it.
YOUR WEBSITE IS YOUR FIRST IMPRESSION:
5 TIPS TO MAKE IT STAND OUT
In this day in age, if you don’t have a website, you might as
well not exist.
A vast majority of consumers are going straight to the

Internet to find all of the information they need - including
where to dine. When it comes to marketing tools, your
website is your first coat of armor.
In the most basic format, your restaurant website needs to

tell guests three things:
Where are you located What does your menu Do you take
and when are you open? look like? reservations?
But in order to create a website that is truly useful to your

bottom line, you need to start thinking about how you’re
going to answer those questions.
In other words, what else do your guests want to know?
5 TIPS That Make Your
Restaurant Website Stand Out
Acquaint Your Guests With Your Style Make It Easy To Contact You
A good restaurant website gives Your website is a great place for guests
guests an idea of the kind of to understand everything about your
atmosphere your restaurant provides. restaurant. But that does not mean they
Are you a formal dining location won’t want to call you (especially if you
(perhaps not the best for kids)? Your take reservations or allow large parties).
website should reflect that by being Make it easy for guests to get in touch by
formal in nature. You can do this with listing your phone number and email…
images that depict that. and consider a contact form.
Pay Attention To Color Restaurant Website Color Symbols

Have you ever noticed that most
restaurant websites are using 4 main Mystery
Stable,
colors: brown, red, white and black. (Great for food
Reliable,
photography
This is not an accident. The colors all Traditional
backgrounds)
symbolize something. Think about that
when selecting your color scheme. Passion, Fresh,
Fast Food Pure,
Centric Free
Be Social
Your website is the first layer of your
online presence. Be sure it’s listed on all
of your digital networks (social media, Keep It Simple
Yelp, OpenTable). Another huge way to
No one wants to dig around the find
be social with your website, add social
your menu or hours. Showcase the
share icons on your homepage - this
most important information your
makes it easy for people to talk about
guests want right on the homepage.
you in all good ways!
IS SOCIAL MEDIA THE NEW WORD OF MOUTH?
RESTAURANT SOCIAL MEDIA 101
Nine out of 10 restaurants use social media to connect and
engage with their guests. For restaurateurs, the idea of using
social media marketing to reach guests may feel like a big
time commitment - especially when you are already focused
on managing your reputation via Yelp and OpenTable.
Nonetheless, think about all of the #foodstagram posts and

social media check-ins your guests take part in. And what
about the contests your peers are running to bring new
guests in the door?
The fact is this: if you’re not on social media, you’re

missing out on a huge revenue opportunity. Social media is
engrained in our daily lives and if you don’t integrate it into
your restaurant, you’ll be left behind.
The Taste Of Social Media Success
As a restaurateur, right now you might be thinking
“How will I find time for that?” And “How can I
stand out against brands like Dunkin Donuts that
already dominate the food social media space?”
It all starts with understanding three things:
1. Where is your target audience?

2. What are they talking about?
3. What do they want from your restaurant?
Brands like McDonalds, Dunkin Donuts

and Starbucks are great examples of
restaurants that have nailed it. They focus
on telling the guests’ story, not their own.
Take a look at this Starbucks’ “Meet Me At
Starbucks” campaign as a good example.
Now, scroll through their social media
feeds. What’s the common theme: meeting
up, sharing time together.
What’s Your Social Media Strategy?

Working with thousands of merchants just like
you, we know that finding the answers to the 3
questions above is a priority.
We know that you want to know...
1. How can you get 2. How can you 3. What are your …. and we’re
started managing use social media to peers doing that’s going to answer
social media for engage with your above the cut and those questions.
your restaurant loyal regulars, guests, how can you mimic
with limited time? and potential guests? those strategies?
3 WAYS TO LEVERAGE SOCIAL MEDIA TO
INCREASE GUEST LOYALTY
Social media for restaurants is no longer about
who has the greatest marketing spend, it’s about
who has the better understanding of their guests
and what they want from the brand.
Considering that 46% of guests look towards social

media when making a purchase or dining choice,
you must have meaningful, locally relevant social
content and engagement campaigns that turn
guests into regulars – not just a friend or follower.
As a restaurateur with limited time, what can you

do today to take advantage of your social media
presence and to drive more regulars into your
restaurant?
Step 1: The cardinal rule of social media:

it’s not about you.
“You need to be 100% guest forward. Learn who
the influencers are, learn what the trends are, and
your brand will shine.”
• Listen: What are you guests saying about you, The bottom line is it’s a blend of being
your competitors and the industry? Take the where your guests and knowing
time to listen before you engage. what’s important to them. Once
• Learn: Identify the influencers and trends. Who you’ve researched your audience
is driving the conversation and how can you enough to figure out where they are
take those insights and turn them into action? online and what makes them tick,
• Adapt: Just as social channels are changing you’re ready for the next crucial piece
rapidly, so are the guests using them. Always of advice our experts provided.
keep your key brand loyalists in mind when you
explore new strategies and tactics.
Step 2: Don’t bite off more than you can chew.
For restaurateurs, there are 5 social networks that
are tops with diners: Facebook, Twitter, Instagram,
Yelp and OpenTable. However, just because there
are 5 networks ideal for restaurants, that doesn’t
mean you have to start all 5 at once.
For example, if your audience is mostly women

18-24, research would tell you that Instagram would
be the best platform to jump into. Spending a little
time upfront researching your potential audience
and which social platforms are most popular with
that audience could save you valuable posting
hours in the long run. Then once you’ve identified
the most effective channel for your guests, you
can create the appropriate strategy to target your
audience.
Step 3: Practice Your ABC’s

Yes, it really can be that simple.
Always Respond. Don’t play favorites to Capture Attention: Food not only tastes
those with a large social network. The average and smells delicious — it looks beautiful,
Facebook user has 130 friends, but just too. Pictures and video are key (especially
because someone has more or less doesn’t on Instagram), but if photography isn’t your
mean they’re any more or less valuable to thing, sometimes a sensory description will
your business. Respond to everyone in a do the trick.
timely manner.
Don’t Forget: At the end of the day, social
Be Transparent. You want fans on your media is a free resource that restaurateurs
Facebook Page to be engaged with you, but need to engage with to stay relevant and
you also need them to know that you are increase guest loyalty. Build a strategy that
engaged, too. Answer questions, address works for you, measure it and test it. Rinse
concerns, and acknowledge when people and repeat.
take the time to post on your page.
SO MANY NETWORKS,
SO LITTLE TIME
3 in 5 small business owners say that social
media has helped them acquire new customers.
But we know that even if you understand how

and why social media can help, it doesn’t mean
you have the time to jump in head first.
How can your restaurant start to take advantage

of social media, slowly, start with the network
that you can benefit most from.
Here are what we think to

be the top 3 social media
networks ready for restaurant
reputation benefits:
And for the really savvy

restaurant social marketer,
we’ll talk about how to
harness the power of Yelp!
WHY FACEBOOK, WHY NOW?
HOW TO GET ON FACEBOOK TODAY
80% of US social media users prefer to connect with brands through Facebook.
Here’s a quick checklist to ensure that your Facebook page helps drive new
customers through the door and serves as a resource for raving reviews..
Start A Facebook Page Or To Improve Your Current Page

About: Is the first text in Admins: Will responsibilities Address: The end
your About section the URL on Facebook be shared goal to all of your
to your restaurant’s website amongst several key users? social efforts it to
and contact information? Make sure they are page bring new customers
Customers are looking for admins so you have someone through the door and
this information fast - don’t to pick up the slack when you there’s nothing more
hide it! are busy. frustrating than when
a hungry consumer
Social Media: Make sure OpenTable: Speaking of can’t find you!
you share links to all of your phone number, do you allow
social accounts in the About OpenTable reservations? If Scheduling: Even
section - allowing guests to so, share that information as the most dedicated
engage / provide reviews well. OpenTable users will Admin will be too
according to preference. thank you! busy to update. Make
sure you know how to
Exclusive Content: If you’re Cover Photo: Your cover schedule a Facebook
starting a new page (or want photo is a place to announce post so that you can
to improve an existing) make a big promotion or highlight have always have
sure that there’s a unique a tasty dish. Make sure that, consistent posts.
benefit to someone “liking” whatever your goal is, it looks
your page such as coupons appetizing!
or promos.
Phone Number: Unlike an Profile Photo: Unless

online brand or website, someone is on your page,
people need to be able to your profile photo is all that
contact you via phone. Make will show in their News Feed.
sure this information is easy Check that your restaurant’s
to find so guests can make a profile photo is branded and
reservation fast. easy to identify.
Facebook For Reputation Management:
Star Reviews
Facebook has some great features for business

owners - especially when it comes to reviews.
In November of 2013 Facebook rolled out a way
to display and review pages and businesses
using a 5 star rating. The feature is available
to businesses with at least one review and a
physical address. How can you take advantage of
the ability to receive (and respond to!) reviews?
Start Here: Looking for more help on how to set up

your Facebook Business Page?
• Visit your page on Facebook Check out these resources from
• Click on the “about” section Facebook.
• Select “edit “ in the “Basic info”
section Bottom Line: Facebook is a visual
• Complete your address, including platform that allows for reviews and
postcode off your house number graph search that guests admit to
• Check “show map on page” following for deals and specials. Know
• Click on save changes at the your audience and it’s needs and you
bottom of the page will succeed.
DON’T SET IT AND FORGET IT:
3 BENEFITS OF FACEBOOK FOR RESTAURANTS
Let’s take a minute to explore three tangible benefits to regularly updating
and strategically using your Facebook page to market your restaurant:
1. Facebook Fans Endorse Your Business for Free

There’s several ways that Facebook can act as
a referral tool. It’s important to remember that
Facebook friends generally know each other so
there’s a higher level of trust in the opinions of
those in their network.
The easiest way to create free referrals is

to have guests “check in” to your location
from their Facebook app and like your page.
Checking in to a location informs a user’s
friends that they are at that physical location.
Liking a page is a quick way to continue to
engage with the customer (and their friends)
once they leave the restaurant.
Make sure to promote that you are on

Facebook with a call to action - and by telling
your customers why. For example, “Like us on
Facebook for exclusive deals and to learn our
daily specials!” This way they are not being
asked to like the page for YOUR benefit, but
for theirs.
2. Make Slow Times Busier With
Restaurant Promotions
Most restaurants have a night of the week
where they wish they could get a couple
more seats filled - Facebook is a great way
to incentivize and bring in business on
your slow nights.
Start by sharing a post for a half price

dessert or signature cocktail for a specific
night of the week and time frame. (Wish
you knew which items on your menu are
bringing customers back? Find out here.)
You can either provide a coupon code
and ask guests to show the coupon on
their phone or ask for a specific special by
name such as the “1/2 Price Dessert App
from Facebook.”
3. All Your Info In One Place

While Facebook may never replace your
restaurant’s website - it can easily house
more information and is very easy to
update.
Have great specials? Take a picture and

share on Facebook and everyone knows.
Load the info section with your phone
number, email, website. Keep your photos
en pointe by uploading pictures of crowd
pleasing dishes that will entice your fans
while browsing their phones.
Facebook is also a great place to share

favorable reviews, press, and behind the
scenes media so that users feel like your
restaurant is a thriving community.
Advanced Social Media: Promoted Facebook Posts
Strategic promotion on Facebook increases
repeat customers, fills in the gaps during
slow hours, and serves as a hub for your
restaurant’s activities. It’s one of the most
valuable (and cost effective) tools you can
have in your restaurant marketing toolbox.
By putting even a small amount of money

towards your Facebook content you
can reach more users and amplify your
message even further, getting the most
bang for your buck when it comes to
restaurant marketing.
Let’s start off simple by creating a promoted

post tied to an offer at your restaurant.
What Are Promoted Posts?

Think of promoted posts as friendly, non-intrusive advertisements that blend
with the news feed. Whereas Facebook ads hang out on the right hand side of
your Facebook page - promoted posts are intended to integrate with the news
feed in a way that reads like a note from a friend. Keep this in mind when writing
what you’d like to say - aggressive sales copy doesn’t always jive with viewers.
Creating a Promoted Post

Publish a post just as you would normally - this will be the post that you promote
to a new audience. Why not try a promotion redeemable during off hours?
Ex: Monday Late Dinner Special: Free dessert with dinner between 8-10 PM!
Once you feel settled on your post, publish as usual. Keep in mind that if you
have uploaded an image with your post that it must have less than 20% text.
If you do include a link you will be able to see how many users clicked it.
Once you’re ready, publish. Then refresh the page.
Boosting the Post
Once you have refreshed the page you will
see a “boost post” option below the post.
Click the button and this screen will appear:
• To keep it simple: Choose the audience called “People who like

your Page and their friends.” This will increase the visibility of your
post, and share with people who are already liking your page
as well as their friends. This is a great option because Facebook
users tend to trust brands that their friends already like.
• From there choose your location: You can adjust the amount of
mileage based on how large of a city you live in and how far you
feel your customers are traveling to come to your restaurant.
Choose Budget & Duration
In the Budget section put in the total amount of money you are willing to
spend for the whole exercise. You can also adjust the duration of how long this
post will be boosted. Notice how the size of audience you will reach adjusts
when you change these variables.
Once you are happy with your boosting, input a payment method (it will ask
you for one if you don’t already have one saved), and hit Boost! Keep in mind
that it might take up to an hour before Facebook approves the boosting. If
you refresh your page you can check on it’s status by clicking on the post on
your home feed.
Check in on your post while it’s live and see how people are responding. Don’t
be surprised if it gets a lot more engagement than your usual updates.
MEASURING THE SUCCESS OF PAID
FACEBOOK POSTS
Now that you’ve launched your restaurant’s first
“boosted” (paid promotion) Facebook post surely you
want to know how it’s impacting your restaurant…
Was the money well spent? Did it achieve your goals?

This information is just as important as understanding
how to promote a post in the first place. If you’re
spending money online as part of your restaurant
marketing strategy, why not make it count?
Let us help you evaluate the success of your efforts.
Which Metrics for Which Goals
Are you a new restaurant just starting out and

wanting to spread the word?
Or are you an existing restaurant that just

renovated or opened a new location? If you’re
looking to make lots of people aware of something,
then your metric is Reach - or the total number of
Facebook users who saw your post.
Reach can be found by clicking on the boosted

post on Facebook.
Or maybe you want to drive people via a link?
It could be to your Yelp page, OpenTable, or even

to your revamped menu on your restaurant’s
website. If you’re looking for the user to DO
something with your promoted post, then Link
Clicks in your metric.
Link Clicks can be found the same place as Reach,

by clicking on the results of the boosted post on
Facebook.
Already have a Facebook page but feel like your audience is

getting a little stale?
Maybe they just don’t get as excited for a new

dessert item as they used to. If you are boosting
Facebook posts to help invigorate your current
audience then Engagement is your metric.
Engagement measures the amount of likes,
shares, or comments on your promoted post.
Lucky for you, Engagement is tracked in the
results section of the boosted post on Facebook
as well.
Also Concerned with ROI?
In addition to understanding how your post did

on the Facebook platform, it’s also very important
to know how your restaurant marketing spend
compares to your bottom line. In order to find these
numbers measure (at least) one of these metrics:
• Coupon Code: how many people have used the

coupon in-store?
• Survey: How can customers provide feedback?
Make sure to ask someone who is booking
a reservation how they heard about you, or
provide comment cards on each table with a
“Facebook” option.
• Customer Retention: If you have Upserve, this is
a cinch, just start a campaign around the dates
of your promotion and you can measure new
vs. returning customers and how often they
came back for a whole year.
Don’t Forget: It’s not just the sales on the day or week of promotion that count
(actually those sales could be down because you are offering a discount of some
sort), but how much that promotion paid off over the course of the year. For example,
losing $10 on a new customer’s total bill is more than made up for if they come visit
your restaurant 8x throughout the rest of the year.
LESS IS MORE:
TWITTER FOR RESTAURANTS
67% of Twitter users are more likely to make a
purchase from a brand they follow on Twitter.
Want to bring Twitter into your restaurant

marketing strategy but aren’t sure where to
begin?
Here are the 5 items you need to set the

groundwork for an effective Twitter presence.
SET UP YOUR BRANDED TWITTER ACCOUNT OR IMPROVE YOUR CURRENT ONE
1. Location
When setting up a profile, make sure to
share your restaurant’s location in your bio.
Value Add: helps potential customers find

you + encourages local users to follow your
account
2. Bio
Many users struggle to create a
compelling bio, but restaurants have
it easy. This is the place to share the
type of food served as well as the
atmosphere to expect.
Value Add: let guests know what to expect

so they have a positive dining experience
3.Website 4. Header Photo
When creating your Twitter account you This is the large photo that spans the
will be prompted to add a URL. This is top of your profile page. It’s a great
the featured link on your profile so make place to showcase a delicious dish or
sure it takes user straight to your site! highlight a promotion.
Value Add: drive traffic from Twitter to

your restaurant’s site where they can see Value Add: make it easy for diners to
your menu choose your restaurant with an appetizing
preview
5. Profile Photo
This photo will appear beside every

tweet you share, becoming a part of
your online brand. Make sure it’s clear
and easily understood.
Value Add: give online users a positive

intro + increases brand awareness
Bottom Line: You are

the only one in control
of your restaurant’s
Twitter profile. Use it to
engage with your guests
and build awareness of
your brand.
5 WAYS TO USE TWITTER TO BUILD
CUSTOMER LOYALTY
By now you already know that you Here are 5 ways to Tweet like you mean it.
need to craft compelling messages
in 140 characters or less in order to 1. Use Hashtags: Hashtags are a great way to
capture the attention of your guests… search for meaningful content on Twitter.
Consider creating one general hashtag for your
… But what if your goal is to make restaurant and encouraging your loyal regulars to
them loyal regulars, not one time use it when talking about you… and don’t forget
guests? to join relevant conversations using them, too!
#restaurants #PVDEats
Well here’s the secret to that: the best
restaurants are not just posting at
random. They’re using the tool with a
targeted effort.
Every social network is good for

different things. We know now that
Facebook is good for conversations
and sharing photos and exclusive
2. Target Your Tweets: Your Tweets should go to
deals. So what’s up with Twitter?
the right people who are looking to dine with
you right now. Use Twitter’s paid functionalities
It’s about timeliness and brand
to target your messages so you always reach the
awareness… which may seem easier
right guests at the right time.
said than done in your fast-paced
industry. But have no fear, we’ve got a
strategy to help.
Have you ever looked at big brands

like Starbucks or McDonald’s on social
media? Check out our webinar on social
media marketing for restaurants and get
some insight into how you can build an
online presence just like theirs… million
dollar budget not required.
3. Integrate! (With
Instagram): Photos are
appreciated on any social
network - Twitter included.
Make it easier on yourself
and integrate your Twitter
account with Instagram.
This allows you to opt into
sharing on Twitter every
time you post a photo or
video on Instagram.
4. Humanize Your Brand:

Sometimes reading a
social media post from a
brand can feel like you’re
reading a script. For your
strategy, go off script.
Your guests want to be
able to connect with you
and there is nothing more
meaningful than sharing
the daily happenings in
the restaurant… photos
encouraged!
5. Run A Contest: Since

Twitter is so focused on
brand awareness the
best way to increase that
awareness is through
shares. How can you
maximize those for your
account? Run a contest!
Bonus: Try adding a
hashtag to the contest for
wider reach.
FOODPORN: SHARE-WORTHY INSTAGRAM RESTAURANT MARKETING
Let’s be real here: food photographs really well.
And while we’re being real let’s talk about #foodporn. Yes, you
read that right. The latest craze hitting social media is #foodporn.
A hashtag foodies and casual restaurant-goers tag to photos of
delicious meals to share with everyone they know.
Talk about the best kind of free promotion.
If you’re not using Instagram, there is no better time than now to

start. But here’s the thing, like all other social platforms, if you’re not
using it in a strategic way, you’ll simply blend in with the crowd.
Have A Visual Conversation
It’s not just the guests of restaurants that are posting their photos to
Instagram. Chefs themselves have become celebrities and the #foodporn
movement is creating a whole new culture.
Taking photos of the dishes in your restaurant is a way to have a visual

conversation, and to entice guests in the door.
… but of course it’s about more than posting a filtered photo of tonight’s
special. Here are 3 tips to having a share-worthy Instagram account.
1. Promote, Promote, Promote: Timing

is everything when it comes to
Instagram. With little effort and zero
cost, at 5PM you can promote the
evening’s special and entice regulars
to come in tonight or new guests to try
you out. Why does it work? By sending
your posts right before dinner time,
you’re getting in front of the folks who
are already searching on the internet
and thinking about their dinner plans.
Promoting brunch? Share in the early
morning on the weekends.
2. #NoFilter: The filters on Instagram
tend to alter the photos - making them
darker. This means you are going to
want to go with a no filter shot. This
also means you’re going to need to
keep your hand steady when taking
that photo.
3. Get Real: It could be a selfie or a photo
of the kitchen staff during pre-shift
prep, but no matter how you slice it,
these kind of moments resonate well
with social consumers. People love
behind-the-scenes as it makes them
feel closer to a brand. Try posting a
photo of your chef preparing a dish
before the dinner shift, tonight.
BONUS SOCIAL NETWORK:
HARNESS THE POWER OF YELP
What restaurateur wouldn’t want 142 million eyes seeing their
menu every month? That’s the potential Yelp has to offer you,
for free,… if you’re using it right.
A ‘one star’ increase in Yelp rating (based on Yelp’s five star rating
system) leads to a 5-9 % increase in revenue for your restaurant.
SET UP AND MAKE THE MOST OUT OF YOUR YELP

BUSINESS LISTING
Build A Complete Profile:
First things first, are you listed on Yelp? If not,
visit the Business SignUp Page to “Find” or
“Claim” your Yelp Business Page.Once you’re in
control, you’ll want to make sure your profile is
complete.
• Complete Contact Information: Address, Pro Tip: Reviewers are allowed to leave
phone, website photos of your restaurant and food, but
• Restaurant Genre: Are you American, you can, too. Start by posting a shot of
Italian, Peruvian? your best dish. After all, a picture is worth
• Price Range: Users are looking to know if a thousand words.
you are more fine dining or a QSR - easily.
• Upload Your Menu: For those Yelp users
visiting your listing on their App, this is a
huge benefit as going to your website to
find this forces them to leave the app.
Take Control Of Online Reviews In 4 Steps
Now that you have your Yelp profile set up for success, here’s how you can
really take control of Yelp (and your bottom line!).
1. Encourage Guests to Leave Reviews: Pro Tip: You’ll want to focus on the 5 factors of
What’s the point of a Yelp listing if it has reputation management when thinking about Yelp
nothing to show for itself? You can make Reviews (Volume, Velocity, Sentiment, Recency and
Keywords). Learn more about that here.
the most of Yelp by having a listing of
strong, positive reviews. To do that, there
is no harm in asking your loyal regulars to
pop in and drop a review.
2. Respond To Reviews: Whether the Pro Tip: Responding to a negative review positively
review is positive or negative, it’s will go a long way in enhancing the experience of the
important to respond positively. This guest. You can choose to respond publicly or privately,
but as long as you are diplomatic about it. Read more
shows guests you genuinely care about
about how to respond to negative reviews.
their business and your restaurant.
3. Use Your Reviews Everywhere: Once Pro Tip: Leverage your other social media networks as
you claim your Yelp listing, the possibilities well. Re-post your Yelp reviews on your Facebook page
are infinite for what you can do with those to call attention to them and your Yelp profile. This may
reviews. Take advantage of the positive also encourage loyal regulars to go check out your Yelp
listing and leave a review of their own.
ones and put them on your website.
4. Take Advantage of Yelp Metrics: Yelp Pro Tip: Pay attention to mobile vs. web traffic as well
offers great insight into your restaurant as organic search results. You can better tailor the
by providing insights on various different information on your profile when you know how people
are viewing it and what they are looking to learn.
things such as how customers found you
and what they did with the information on
your page.
Bottom Line: There are virtually no other marketing methods out there for your
restaurant that brings guests to you rather than you going after the guests. If you
manage no other social media platform for your restaurant reputation besides Yelp
(which is arguably the hardest one to manage), you’ll be in great shape.
HOW CAN I GET MORE ONLINE REVIEWS?
Now that you’ve taken charge of your online reviews… how can
you get more of them to really benefit from your strategy?
1. Own Your Profile On Review Sites 2. Ask Your Guests For Reviews
Be sure that you have claimed your Why would you ever ask your guests for online
business on Yelp, Opentable and reviews? Here’s why: the more online reviews
Tripadvisor. you get, the more your average rating will be a
fair representation of your business.
Then, make sure that users can see that
you look at those sites by replying to For instance, if you have five 4-star reviews
reviews when necessary. Even a one- on yelp, and a cranky guest comes along
liner thank you note can go a long way. and gives you a 1-star review, your average
This way people will know that you are will drop from 4 to 3.5. But if you have twenty
listening to your guests, and you also 4-star reviews, and the same cranky guest
have an opportunity to gently respond gives you a 1-star review, your new average
to unfair comments. This will show will be 3.85, which Yelp will round up to 4.
you have personality, which is always Having many reviews will protect you from the
appreciated. In fact, this response to an occasional bad review, so asking your guests
angry guest on Yelp was so well crafted to review you will help you maintain a good
that it got liked by over one million online presence.
Facebook users!
3. Leverage Your Repeat Guests
The clearest sign of a happy guest is when

they come back. With this in mind, getting
your repeat guests to leave a review online is a
foolproof way of getting better online reviews.
These people are guaranteed to have positive

things to say about your restaurant, and their
feedback will be very valuable to you as well.
By learning why repeat guests come back you
can adjust your business practices to increase
repeat business.
READ MINDS WITH YELP (SERIOUSLY)
It’s no secret that running a restaurant is different
now than it was 10 years ago. Thanks to advances in
technology, your guests have shifted how they get
information about your business, and their idea of a
perfect meal out changes more frequently than ever
before. You want to provide your guests with exactly
what they want, but sometimes that can be hard
to know for certain - trends and desires change so
frequently (and you’re not a mind reader!)
What if you could understand what your guests want

out of your menu, before you order the ingredients,
and predict what they’ll want in 6 months, before you
make your seasonal menu? You can.
Yelp: More Than Reviews
Surely you’ve heard a thing or two about Yelp, right? It’s a
powerful deciding factor for consumers and restaurants are no
stranger to that with 78% of the searches on Yelp pertaining to
dining choices. But with all of that user-generated content comes
power beyond a 5-star review. Over the last 10+ years, Yelp has
been able to collect real-time data on consumer preferences.
You can literally gauge what your guests want, for free.
How can use Yelp to learn what your guests want from your
menu (for no cost)? Well you could take one of three approaches,
naturally.
1. Read The Reviews: Are you seeing a trend in what your

reviewers talk about? Multiple mentions of the chicken parm
may indicate that you should promote that one more heavily
to first-time visitors so that they’ll come back for it.
2. Respond To Reviews: So you have tons of 5-star reviews
with not much insight beneath it, huh? You can use this as an
opportunity to engage with your guests. Ask them what made
them give you 5-stars.
But here’s something you may not have thought of before...
Yelp Trends: Your Personal Mindreader

Your guests are using Yelp to find the perfect spot for insert food
choice here and if you’re lucky, your restaurant is coming up as a
top choice. But thanks to Yelp Trends, it’s not luck anymore... it’s
mind reading.
Oh so you can’t read minds? I challenge you to tell me you can’t

thanks to your ability to see trends in menu items, beverage
choices, eating habits, and even the predictability of future desires.
Yelp has a massive wealth of data - generated by your very guests
- and with that, they can surface trends and consumer behavior...
and you can make a restaurant menu that delivers.
Pro Tips For Using Yelp Trends
Not sure how you’re going to use Yelp Trends? Start here.
• Search based on geography: Yelp Trends allows you to search using

geographic constraints. This means you can search as narrow as your town,
and as broad as a major city near by. You can also compare two locations
(should your NYC menu be the same as your Boston location?)
Boston and New York... close in location, but perhaps different in menu preferences?
• Search based on trends in dining preference: Is frozen yogurt really

taking off on the West Coast as a dessert option?
• Predict when a food or beverage item will take off: Look for trends
in food and beverages. Spikes indicate a take-off is happening. Are you
noticing a trend in spikes and lulls for craft brew? You may be able to infer
when the next spike will be and prepare your tasting menu accordingly.
• Discover new menu item options: Perhaps you never thought to add
artisanal menu items to your offerings before... until Yelp Trends let you
know that the desire for them is HUGE in your location.
Looks as if sustainable menu items are on the rise on the
east coast.
The possibilities go far beyond what we can talk about in

this blog. Yelp Trends has search capabilities in 98 cities
throughout 20 countries - your mind reading is limitless.
Looking to learn more about using

Yelp for your restaurant’s strategy?
We’ve got a guide for that.
Something To Chew On:
Your Social Media Menu
Despite the differences in the various social
media channels we just discussed, there are some
commonalities in what your guests are looking for.
How To Develop YOUR Restaurant
Marketing Strategy
Let’s be honest, this is a TON of information.
How are you supposed to distill down to
what’s important and dive in today?
Here are 6 steps that you can use for

online restaurant marketing or traditional
restaurant marketing to get started on your
own strategy.
1. Listen 3. share
Everything starts with listening to what your You know where to go and what you
guests want. generally want to say, but now you need
a specific idea of what you’ll be sharing.
Ask yourself:
Where are your guests most commonly Ask yourself:
congregating? What content are you going to share to
Is it online? engage with your audience?
Do they read a certain newspaper or listen to Are you going to post photos of your
a specific radio station? menu on social media?
What are they asking for? Are you offering discounts in a local
newspaper?
Prepare to go where your guests are and Are you starting a photo contest online?
deliver what they want to hear from you.
Guests will want different things of you at
different times, prepare to switch up what
you share based on that knowledge.
2. strategize
Listening only gets you so far. Now it’s time
to turn that knowledge into a plan.
Ask yourself:
Where are you going to dedicate your time?
If it’s social media, which networks are you
going to choose?
How much time will you devote to your
restaurant marketing?
The most important thing you’ll want to

determine here is where and how much.
4. ACT 6. MEASURE
You’ve got the where, what and when The ultimate goal, of course, is new
down. Now you need the how. guests or more loyal regulars.
Purchase your ad space How many new guests did you see this
Revamp your menu week?
Create and claim your social media profiles Is it more or less than usual?
and set them up for success Could you tie that back to an increased
marketing presence.
Whether it’s online or offline, you’ll need Measure your engagement and reiterate
to do some prep work and then get right on the most successful initiatives.
down to business. Action is only as strong
as your level of commitment to it. You can’t benefit from what you can’t
measure. And once you are measuring,
do more of what’s working and less of
what’s not!
5. ENGAGE
Now it’s time to get talking to those guests.
Talk to your guests in the restaurant.

Buy the magazine you bought an ad in and
see how it came out.
Look for guests that may have checked
in at your restaurant or mentioned it on
their social media networks and start a
conversation with them.
Share guest reviews.
Respond to all questions and comments -
good or bad.
You’ll find that the more you engage, the

better your marketing strategy will become
over time as you learn.
Big Brands Have Lessons To Teach
You, Too
While important, a large audience alone isn’t
enough to guarantee a strong social media
presence.
When analyzing the strategies of the various big

players in restaurant social media, here are our
takeaways for the local restaurateur.
1. Harness the power of local communities

Smaller-scale restaurant professionals do not need
multi-million-dollar marketing budgets to build and
engage their local communities. Their communities
are small, geographically convenient, and easier
to connect with on a personal level. Locally-known
brands and stores are able to find ways to build
online communities around their one location
or small number of locations in ways that bigger
brands simply cannot.
2. Experiences matter. A lot.

Social media offers smaller operators a chance
to level the playing field. Local establishments-
-especially restaurants--have an opportunity to
connect with customers on a level that the big
guys can’t. One of those opportunities is to provide
tailored, rewarding experiences that spark and
drive conversations between brand and consumer.
Bottom Line: Don’t be concerned with the fact

that you can’t compete with McDonald’s and
their large audience. Smaller restaurants can
drive significant, meaningful engagement by
maintaining local relationships with already-
established communities in the right way. This all
comes through amazing experiences that niche,
local brands have the power to create.
Measuring Restaurant Marketing
Effectiveness
Here’s the question everyone always asks when it
comes to marketing: what is the ROI?
You want to know: Is it working?
Here’s the secret:

social likes and shares
are a good indicator,
but repeat guests are
how you know.
Accurately measuring your marketing efforts is critical to
understanding which promotions really build your business or which
ones needlessly cost you money and distract you from your business.
The good news is this: there is a ton of insight inside your restaurant
that can tell you exactly which restaurant marketing efforts you should
be spending your time on.
In general, here is what you consider and the questions

you might ask yourself when looking at the effectiveness of
restaurant marketing:
• Increase in one time sales: You may • Margin: Margin is how much you get
know that your normal Tuesday night to keep after paying your expenses.
after 9:00pm generates about $2,000 in For example, you wouldn’t spend $10
sales for you. If you start running a trivia to earn $10 in sales because you’d also
night or live music on Tuesday night have to pay for the food, labor, etc.
at 9:00pm and sales are now $3,000, Most restaurants run between a 20-40%
you have increased your one time sales margin. After all costs involved in the
by $1,000. In other words, what is the promotion, what is your margin?
increase in sales as a direct result of the • Cost to run promotion: In the case
promotion? of live music, you may have to pay the
• Increase in repeat business: Now, if band. For trivia night, you may have pay
you are successful with bringing new the MC or you may pay to advertise the
people into your restaurant during this event. You need to add up all the money
promotion, you’ll want to know if any you pay to run the promotion.
of them turned into repeat guests and • Cost of discounts: In the case of
how much they spent. If after 90 days, happy hour, for example, you may be
trivia night turned 10 guests into repeat discounting your drinks to help attract
guests, who made a total of 24 visits business. Or if you participate in
and spent $1,350, that is your increase restaurant week, you may offer a Prix
in repeat business. After all is said and Fixe menu for 30% off; you’re not just
done, how much did repeat guests, that discounting it for new people, you’re
came in as a result of this promotion, discounting it for everyone. You need to
spend annually? factor in how much money you’re losing
on discounts when measuring the
effectiveness of your promotions.
That probably feels like a ton of information. This makes
it understandable that may restaurant owners make
assumptions about their restaurant marketing efforts rather
than looking at the dollars and cents...
...which is why we’ve used our experience working with

thousands of merchants to come up with our very own
marketing promotion value formula.
Benefits Of The Promotion Score
Once you’ve run this calculation, you will usually see a
number between 0 - 3 or even higher. That tells you
exactly which marketing promotions are worth your time.
• Anything above one is technically profitable and the
promotion is potentially worth doing.
• Anything two or higher is definitely worth doing.
• Anything below one is costing you money and you
can safely stop doing it.
What Can You Do With This Information?

Now you know what’s working, so what are you going to
do about it?
• Highlight Something New: Change the order of
menu items to highlight something new, know when
to run a special, and track that special’s success by
running a campaign and tracking the ROI of it.
• Create The Ultimate Promotion: You’ll be able to
clearly see which promotions are helping grow your
business, either through generating new guests or
increasing loyalty within your repeat guests.
• Understand Costs vs. Rewards: Spending $3,000
on a promotion up front feels less intimidating when
you realize you brought in $10,000 in revenue as a
direct result.
HOW UPSERVE HELPS WITH
RESTAURANT MARKETING
ONGOING IMPACT less expense on your end and less hassle for
Upserve’s restaurant management software the guests, increasing the chances for them
and restaurant POS allows you to track the to sign up and stay with it.
return on investment for your restaurant
marketing. Track sales during promotions, CONSOLIDATE YOUR REVIEWS
and long after, to see which campaigns are With Upserve, you have the ability to
best at bringing guests back over time. It’s monitor reviews on multiple social sites
ROI at your fingertips. ( Google, Yelp, OpenTable & TripAdvisor),
and to respond to those reviews
PROMOTION MONITORING accordingly. Upserve reads every online
With Upserve you can easily set up a review so you don’t have to, so you can
Marketing Campaign - just pick the start and keep your finger on the pulse of what your
end time and we’ll do the rest and reveal customers want.
the impact your campaign had on total
sales, visits, average sale as opposed to your LINK REVIEWS TO CAMPAIGNS
typical averages, a day- by-day breakdown Businesses that use Upserve can monitor
of sales performance. their reputations within the context of their
sales results. Want to know how your trivia
night performed? We can overlay that data
ONLINE ORDERING with sales information and tell you!
Upserve integrates with your restaurant
POS, eliminating costly workarounds and
ballooning commissions. With Upserve online RESTAURANT GUEST BOOK
ordering, your restaurant can capture insights Imagine having the information to
and market directly to your customers, confidently ask this question, right as
regardless of whether they ever step foot in customers walk through your door.
your restaurant. Upserve grows the guest Upserve’s guest book guest software
profile pie into a delicious, insightful story makes it a reality. Collect data from every
that you can read in one place. customer visit, arming yourself with
information to ensure that they continue to
come back for years.
LOYALTY PROGRAM
Turn more guests into regulars with the best
restaurant loyalty program – no punch cards ENDLESS VALUE
or apps needed. With Upserve, the guest’s Did you know? The average return on
credit card serves as the loyalty card so it’s investment for a CRM (like Upserve’s Guest
Book feature) is $8.71 for every dollar
spent. By using these restaurant marketing
features, you can figure out what works
(what does not) and decide which knobs
to turn up or down and continuously
improve your ROI.
Restaurant POS and management
software that does it all.
A single restaurant management system with everything
you need to run smoother shifts, grow your business, and
provide remarkable hospitality.
SCHEDULE A FREE DEMO
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Restaurant Marketing Ebook - Upserve

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Everything You Ever

Wanted To Know About

THIS GUIDE COVERS:

Digital technology has made a permanent

What You Need To Know About … And How To Bring Your

menu Staff Budget guests Online offline

But just because everyone is Let’s dig into

What’s traditional? A punch card that offers discounts.

What’s exceptional? Let’s talk about that…

You have to make them want to play the game.

Customers want to take advantage of the rewards a

According to Thanx, a “Go directly to jail, do not How awesome is it

Long-time friend of Upserve and menu engineer, Gregg Rapp, inspired

Remove Leader Dots

Design Your Menu/Restaurant

Up-sell (but not too much)

Who is more of an expert on your restaurant than the staff?

Here are the top 2 staff marketing tactics to implement today

According to National Restaurant Association

Of those guests that have Of those consumers that have

89% 57% 33%

So what are you going to do about it?

You’re going to get online and build your presence… and

A vast majority of consumers are going straight to the

In the most basic format, your restaurant website needs to

But in order to create a website that is truly useful to your

In other words, what else do your guests want to know?

Pay Attention To Color Restaurant Website Color Symbols

Nonetheless, think about all of the #foodstagram posts and

The fact is this: if you’re not on social media, you’re

It all starts with understanding three things:

1. Where is your target audience?

Brands like McDonalds, Dunkin Donuts

What’s Your Social Media Strategy?

We know that you want to know...

Considering that 46% of guests look towards social

As a restaurateur with limited time, what can you

Step 1: The cardinal rule of social media:

For example, if your audience is mostly women

Step 3: Practice Your ABC’s

But we know that even if you understand how

How can your restaurant start to take advantage

Here are what we think to

And for the really savvy

Start A Facebook Page Or To Improve Your Current Page

Phone Number: Unlike an Profile Photo: Unless

Facebook has some great features for business

Start Here: Looking for more help on how to set up

1. Facebook Fans Endorse Your Business for Free

The easiest way to create free referrals is

Make sure to promote that you are on

Start by sharing a post for a half price

3. All Your Info In One Place

Have great specials? Take a picture and

Facebook is also a great place to share

By putting even a small amount of money

Let’s start off simple by creating a promoted

What Are Promoted Posts?

Creating a Promoted Post