Creating a Winning Marketing Plan for Restaurants in Australia: 2023 Edition

A marketing plan for restaurants is one of the most necessary things every restaurant owner should have. It helps them to create a strategy and plan for their business’s marketing that will help reach more customers, generate more revenue, and ultimately lead to success.

However, to get the best marketing plan for your restaurant, you need to know the ways to create it so that it will succeed.

There are some aspects to consider in making the best marketing strategies for restaurants, such as the target audience, budget, business mission, and many more.

In this article, we will talk about how to create a marketing plan that will bring good things to your restaurant. But first, let’s take a look at what a restaurant marketing plan is and why it’s significant to business owners.

What Is a Restaurant Marketing Plan?

What Is a Restaurant Marketing Plan
What Is a Restaurant Marketing Plan

A restaurant marketing plan is a strategy for promoting and selling the products and services of a restaurant. It outlines the target market for the restaurant, as well as the advertising and marketing strategies for restaurants that will be used to reach that market.

A marketing plan typically includes a budget, specific tactics and techniques to be used, and metrics to measure the effectiveness of the marketing efforts. It is an essential tool for attracting and retaining customers and can help a restaurant stand out in a crowded market.

Each restaurant might have a different restaurant marketing plan depending on the type of restaurant.

One restaurant could have a family as its target market, while other restaurants could have adults as the market it is aiming for. Thus, you need to understand the idea of your restaurant as a whole, so then you can take a better step in planning your marketing strategy.

Why do restaurant owners need a marketing plan? 

Why a Marketing Plan Is Needed
Why a Marketing Plan Is Needed

Imagine working on a business without a plan.

It’s like you’re sailing the ocean without knowing the map and what land you’re headed to anchor your ship on. It must feel like getting lost, right?

That is why a proper plan and strategy are very important for a business, especially in the restaurant industry, where it’s pretty competitive. It will help the company stand out in a crowded market and measure the effectiveness of the business. A proper plan and strategy can also help a restaurant to save time and money by focusing on the most effective marketing techniques and avoiding costly mistakes.

Restaurant owners also should have a proper marketing plan for their restaurants. Here are several reasons restaurant owners need a marketing plan:

  1. To attract customers: A great marketing strategy will help a restaurant business to attract new customers by promoting the restaurant and its offerings to the target audience. It could be a social media promotion or a traditional restaurant marketing form like a physical poster.
  2. To retain existing customers: Other than trying to get new customers, it’s also necessary to retain them by providing them with ongoing promotions and special offers like loyalty programs.
  3. To stand out in a crowded market: There is a lot of competition in the restaurant industry, and a marketing plan can help a restaurant stand out from its competitors. Owners can create creative branding so that people will know the restaurant immediately because of its specific brand.
  4. Increasing sales: A well-executed marketing plan for restaurants can help increase sales by driving ‘traffic’ to a restaurant and encouraging them to purchase. With the right marketing plan, a restaurant can earn more profits.
  5. Measuring the effectiveness: In the marketing plan, we should include metrics to measure the effectiveness of the marketing and business efforts. It can help a restaurant owner determine what is and isn’t working and make adjustments.

How to Create an Effective Restaurant Marketing Plan

A marketing plan can go wrong if it doesn’t fit with the restaurant’s mission and conditions. That’s why the strategy’s effectiveness needs to be measured so we won’t waste our energy, money, and time.

Keep following this article so you’ll know how to create an effective marketing plan for your restaurant.

1. Set Measurable Goals

set measurable goals
set measurable goals

One of the essential steps in developing a successful marketing plan for restaurants is establishing realistic goals for your own restaurant. It’s better to set goals within your reach first, then, after achieving them, get a higher and higher goal. In summary, do it step-by-step.

Without specific, measurable goals, it is difficult to determine the success or effectiveness of the marketing campaigns.

Some examples of measurable goals for a restaurant marketing plan might include the following:

  • Increase the number of new customers by X% within Y months
  • Increase overall sales by X% within Y months
  • Increase website traffic by X% within Y months
  • Increase social media followers by X% within Y months

To set these goals, it is important first to assess the current state of the business and identify areas for improvement. It can be done by analyzing customer data, sales figures, and other relevant information. Once the goals have been set, create a marketing plan for achieving them, including specific marketing tactics and channels that will be used.

Measuring progress toward the goals is also crucial. Usually, it’s done by tracking relevant metrics, such as website traffic, social media followers, and average customers.

By regularly monitoring progress, a restaurant owner can adjust the marketing plan as needed to ensure the goals are met.

2. Solidify Your Brand

Develop Your Restaurant's Brand Identity
Develop Your Restaurant’s Brand Identity

Your brand is the image people have of your business, including elements such as your logo, branding colors, messaging, and overall aesthetic. It’s all part of the marketing plan for restaurants too.

A strong brand can help to differentiate your restaurant from its competitors and create a lasting impression on customers.

Here are several steps you can take to solidify your brand when creating a marketing plan for restaurants:

  1. Define your brand identity: Determine what makes your restaurant unique and different from other brands. Plus, define what you want your restaurant to be known for. This could include the type of food you serve or the atmosphere of your restaurant.
  2. Create a strong visual identity: Develop a consistent visual identity for your brand, such as a logo, branding colors, and font choices. This will help to create a cohesive look and feel for your restaurant.
  3. Develop a brand voice: A brand voice can be defined as the tone and personality used when communicating with customers. It should be consistent across all marketing materials and channels.

By solidifying your brand, you can create a solid and consistent image for your restaurant that will help to attract and retain loyal customers.

3. Identify Potential Problems

Identify Potential Problems
Identify Potential Problems

It’s better to understand what the real problem is before creating the marketing plan for restaurants. It could be something that you currently experience or potential issues in the future.

Identifying potential problems can help you anticipate and address potential issues, making restaurant owner can minimize the impact of these problems and ensure the success of their marketing strategy.

Some potential problems that might arise when creating a restaurant marketing plan are insufficient budget, competition, limited target audience, and lack of differentiation. To manage these problems, you must have a strategy before it’s too late.

By identifying these potential problems, a restaurant owner can develop strategies to address them and increase the chances of success for their marketing. This could include adjusting the budget or targeting a wider audience.

4. Remind Yourself of Your Target Audience

Business Strategy Success Target Market
Business Strategy Success Target Market

We have already talked about setting goals and brands. While those processes were running, you must already have an idea of who your target customers are. By knowing the target customer, you can tailor your marketing plan to appeal to them, increasing the chances of success.

For instance, if your target customers are young professionals, you might focus on marketing that will appeal to them, such as social media marketing or hosting events at the restaurant.

By understanding your target customers and their needs and preferences, you can create a marketing plan for restaurants that is more likely to resonate with them and drive business to your restaurant.

That’s why keep reminding yourself who your target audience is, so your plan won’t be disorganized when implemented.

5. Perform a SWOT Analysis on Your Competitors

SWOT Analysis Before Creating Marketing Plan for Restaurants
SWOT Analysis Before Creating Marketing Plan for Restaurants

A SWOT analysis is one of the marketing tools used to identify the Strengths, Weaknesses, Opportunities, and Threats of a business.

Understanding your competitors’ strengths and weaknesses will help you develop strategies for marketing your restaurant and capturing a market share. It also applies to the opportunities and threats in the market,

To perform a SWOT analysis on your competitors, you will need to gather information about their business, including their offerings, pricing, marketing strategies, and customer base. You can also collect information from industry sources, such as trade publications or market research reports.

Once you have this data from your competitors, you will know what to do to make you different. For example, a competitor’s strength might be their delicious dish, while their weakness might be their social media presence. So, it would be best if you had an engaging social media marketing strategy that can be your strength to compete with them.

Performing a SWOT analysis can give you a better understanding of your competitors and the market.

You can use this information to develop strategies to differentiate your restaurant and win in the market.

6. Define Your Market Differentiators

Define Your Market Differentiators
Define Your Market Differentiators

When creating a marketing plan for restaurants, it is essential to define your market differentiators. Differentiating yourself from competitors helps attract and retain customers. The key elements to focus on could include social media channels and a loyalty program.

Using digital marketing efforts like social media channels will provide you an opportunity to engage with potential customers more casually. Through posting regular content and engaging with followers, restaurants can build trust and loyalty with their target audience.

Make sure that your contents have its characteristic so you’ll have the uniqueness that other restaurants don’t have.

Loyal customers are essential for any successful restaurant business. Offering rewards for repeat visits or referrals can help create a culture of loyalty among your existing customer base.

Additionally, offering loyalty programs that incentivize frequent visits or purchases can further establish relationships between the restaurant and its customers. If you’re successful in building this base, it means you have a brand identity that differentiates you from competitors.

7. Craft your elevator pitch

Craft Your Elevator Pitch
Craft Your Elevator Pitch

Crafting a solid elevator pitch is crucial to any restaurant marketing plan. An elevator pitch is a brief, compelling statement that summarizes the key points of your business, and it should be crafted with your target audience in mind.

A well-crafted elevator pitch should be able to convey the value of your restaurant in just a few sentences, and it should be memorable and engaging.

One effective marketing tactic to include in your elevator pitch is to highlight any unique or innovative elements of your restaurant, such as a farm-to-table philosophy or a special event space.

Another tactic is to emphasize the benefits of dining at your restaurant, such as the high-quality ingredients or the exceptional service. Ultimately, the goal of your elevator pitch should be to pique the interest of potential customers and inspire them to visit your restaurant.

8. Define and prioritize your restaurant marketing objectives

Restaurant Marketing
Restaurant Marketing

Before creating a marketing plan for restaurants, defining and prioritizing your restaurant marketing objectives is crucial. This will help you create a roadmap that covers all the bases while focusing your efforts on areas most likely to generate a positive return.

When defining objectives, consider short-term goals, such as increasing foot traffic or online orders, and long-term goals, such as building brand recognition or expanding into other markets.

Once you have identified these core objectives, determine what strategies are most likely to achieve them—such as using social media campaigns, creating paid ads, or optimizing your website with Search Engine Optimization (SEO) for Restaurants.

There are plenty of restaurant marketing ideas for restaurants looking to get creative with their marketing.

Consider developing content for popular food blogs or food festivals, hosting influencer events in your establishment, or even partnering with local businesses to cross-promote services.

Most Frequently Ask Questions

What are the four types of marketing plans?

There’s no definitive answer about what are the types of marketing plans. However, most people group it into four types: Market Penetration Strategy, Market Development Strategy, Product Development Strategy, and Diversification Strategy.


Creating a winning marketing plan for restaurants in Australia requires a well-thought-out and detailed plan that covers all aspects of the restaurant’s operation.

Businesses can ensure success in their venture by creating a strategic plan that focuses on the target market, crafting effective restaurant marketing strategies, and developing effective marketing campaigns like SEO for Restaurants. With the right plan, your restaurants can remain competitive and drive growth.

Triple Your Restaurant Bookings And 2x your deliveries

Seo for Restaurants is a boutique agency specialised in Google Business Management, SEO and Local SEO for restaurants and Cafes.

What can we do for you?

  • Be on top of Google in your local area
  • Reach new customers
  • Increase the number of phone calls
  • Increase the number of bookings and most importantly, increase revenue for your restaurant

Andrea Abbondanza is a passionate food lover and the CEO of Seo for Restaurants. With his rich culinary background and deep understanding of online marketing strategies, Andrea helps restaurants and cafes worldwide elevate their online presence and increase

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