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“Everyone is waiting around to do marketing.”
Our partners at Marqii got together three restaurant marketing masterminds (Josh Kopel, David Rev Ciancio, and Shawn Walchef) to explain the ways that regular restaurant owners can use readily available tools to spread the word about their business.
Don’t wait around to do marketing when you have the power to reach the world right now in the palm of your hand.
Sometimes good marketing can take only 5 minutes, an email, a social post, etc. It’s not about spreading the word, it’s about inviting people in, Kopel said.
You’re leaving money on the table if you’re not using the digital marketing tools (like Marqii) that are available these days.
MARKETING TIP #1: Start With Low-Hanging (Free) Fruit
You have the tools and the technology available. You don’t need to go create LinkedIn because it’s already there. You don’t need to go create Facebook.
These tools are free and can make a real difference in taking your place to the next level. They let you showcase your menu items, atmosphere, and personality in an engaging way. And with the right strategy (“Be The Show, Not The Commercial”), you can reach a wide audience at a relatively low cost.
You want to be where people are talking about your business.
MARKETING TIP #2: What’s Your Why? Tell That Story
Ciancio said restaurants should lean into storytelling online, but not to “just tell a story for the sake of telling a story.”
It’s not enough to have great food. It’s not enough to rely on “word of mouth” marketing. You need storytelling with a purpose.
“Hoping people walk into your door is not a marketing plan.”
MARKETING TIP #3: Focus More on Outbound Marketing
Kopel put it bluntly when he said, “Inbound is a sucker’s game. Everybody’s waiting for the phone to ring. Outbound is the future.”
That means proactively pitching events, catering, and evangelizing anytime you can in your communities about your business.
Just because you build it doesn’t mean the people will come, unlike what Kevin Costner says.
MARKETING TIP #4: Your Website Should Convert Customers
Lots of restaurants have a hard time building a website that makes it easy for people to buy your food. That’s because many are over-thinking it.
The job of your restaurant’s website is to turn curious consumers into customers.
“You don’t want to distract with anything,” Kopel said.
Ciancio said another way to convert people on your website is to add an email gathering form.
“At all costs, get an email from your guests,” the Rev said. Your sign-up process should be easy and your messages catered to your audience.
The best marketing comes down to setting expectations and then making sure to meet or exceed those expectations,” added Kelsey Verdier, VP of Marketing for Marqii.
TECH MENTIONED IN THIS EPISODE:
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THIS MONDAY: LOS ANGELES TOAST ON TOUR
The Resilience of Restaurants will be celebrated at the Toast on Tour event coming up in Los Angeles. If you know any restaurant owners who would benefit please invite them to join me and other members of our community at TOAST ON TOUR in Los Angeles.
WHAT: TOAST ON TOUR Networking Event
WHY: Connecting and learning with others in your industry is a great way to continue growing as a leader. Plus they’ll be food and drinks.
WHERE: Hollywood Roosevelt Hotel - 7000 Hollywood Blvd, Los Angeles, CA 90028
WHEN: Monday, April 14th, 2025 2:00 PM - 6:00 PM (PT)
This networking event celebrates the resilience and kindness of the restaurant community. Toast customers, local restaurant owners, operators, and managers are all invited.
I asked my CFO Eric Olafsen (who was also the former general manager of my restaurant Cali BBQ) why a restaurant operator should come out for the afternoon event.
“You’ve made it this far in the business. You should go to connect with other leaders that have shown resilience in the face of incredible odds...
“Oh yeah, there’s also a full-service bar and food. Restaurant people will love that.”
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