The Formula Every Restaurant Should Steal for Retention

What does the best restaurant marketing look like?

If you’ve ever wondered, you’re not alone. I get asked this question every single day, and honestly, I’m focused on figuring it out every day.

Because there’s so much competition, so many marketing channels, and algorithms that are out of our control, there’s no single bullet that nails it every time.

It’s also a restaurant marketer’s errand to think you know the right email, the right ad, the right social post, the right billboard, or even the right campaign that makes someone instantly go: “Yeah, I need to order that right now!”

But we can try!

There is, however, a formula that will increase your retention rate. And retention is the key to success. Most restaurants spend their time brainstorming ways to attract new customers. I’m not saying that’s not important. I’m saying it’s a whole lot harder (and more expensive) than getting somebody who’s already had a great experience to come back again. Or better yet, come back more frequently.

So are you ready for the secret formula? Here it is:

Convenience + Service + Craveability

The secret to restaurant success is a mix of operational excellence, ease of transaction, and quality food.

OK, good luck.

Easier said than done, right?

The truth is that incredible retention happens when Marketing, Operations, and Culinary work in unison to provide an outstanding experience.

The two restaurants I dine at most frequently are Ferazzoli’s Italian Kitchen and Dunkin’ Donuts. Total opposites, right? But both nail convenience, service, and craveability.

I order a lunch-sized dinner here, entrée and salad, probably once a week if I’m home.

And here’s the kicker: I pass two other pizza places to get to Ferazzoli’s. That says everything.

Boxes checked: fits my lifestyle, easy to transact, friendly service, and craveable food.

I love coffee, and I drink a lot of it. I’m not saying Dunkin’ has the best coffee, but it’s the most convenient. Closest espresso to my house.

Their app is ridiculously easy to use, the espresso is good enough, the price is affordable, the staff is friendly, and their rewards program is A-class. If I want a small walk and a quick caffeine hit, I know I can be in and out in minutes, happy and caffeinated.

Again, a lot of boxes are checked.

If you’re a full-service operator right now, you might be thinking: “This doesn’t apply to me.”

You couldn’t be more wrong.

Why do you think people love platforms like OpenTable, SmartWait, and Resy?

Because it’s quick and easy to check if a table is available and lock one in. Guests want to know they can get what they want, when they want it, in the fastest and easiest way possible.

(Yes, I often have the operator-me talk to the marketer-me to keep myself in line with my brand promises!)

Start externally.

What are the two or three restaurants you frequent the most? Write them down.

Then list out the top three to five reasons why you go there. Align those to categories like service, quality, visual appeal, convenience, ease of transaction, etc. My guess? All three restaurants will have different food and different service, but they’ll line up in categories.

1. Location My guess is the restaurants on your list are in the path of your daily travels. That’s what makes them convenient.

This is why local store marketing is so important. Guests who work or live near your store fuel your future.

Add community marketing, making friends with your neighbors, getting involved with your local chamber, schools, or other businesses, and now you’ve got the ability to reach the people closest to you.

Two out of three of your guests will use search at some point in their journey to visit or order from you—checking your hours, pulling up your menu, getting directions, making a call, or clicking through to your website.

I use a tool called Marqii that makes this super stupid simple. It’s the gold standard.

Combine that with some paid awareness and search, and now you’ve got an always-on, automated way to attract new guests.

Use a mix of meta-awareness ads and Google search ads to make sure you’re found locally.

2. Feedback Ask every guest, on every order, every time: “How was it?” And track it.

Feedback gives you real-time insights into what guests like, don’t like, and what needs improvement. Done the right way, it also builds relationships and a CRM.

And let’s be honest—you’ll know if people like your food or not.

If you’re full-service, you’d never present the check without asking how the meal was. Quick and limited service restaurants should adopt this too.

I recommend Ovation. It records every piece of feedback and gives you actionable insights. Ask me any questions about it.

3. Reputation Most operators understand that Google or Yelp ratings are valuable. What they miss is how much they matter.

Guests who find you in search use reviews to decide: “Do I eat here today or not?”

It’s not just your star rating that matters. It’s:

Not replying to reviews makes it look like you don’t care and tells people your service might suck too.

If reviews are recent, positive, and you’re responding, people assume your service is awesome.

Reputation management done right also tells you if people like your food or service… or not.

I could look at any restaurant in the country and tell you within five minutes how they’re doing, just by scanning the reviews.

4. Tech Want more reservations? Have an easy-to-use reservation tool.

Want more orders? Have an easy-to-use online ordering system or app.

And then make sure those links are obvious on your website, your socials, and your listings.

It sounds like a “duh” statement, but you’d be shocked how many restaurants bury them.

If you’re an independent operator with five or fewer locations, I don’t think there’s a better system than Sauce . We partner with them at Baboo and it’s been amazing.

5. Artwork We live in a phone-eats-first world.

Does your food look good? Would you take a picture and share it? Do your guests?

Does the content you’re putting out there look like it was shot in a studio or shot in the store? Remember, we’re living in an age where people want the real thing. I do recommend high-quality photos for your menu, but on social and in email, show your guests what the food actually looks like.

If guests say your food is good through feedback and reviews, and it looks good in photos, you’re doing it right.

Go back to that list of restaurants you frequent most.

Which of the five levers are they nailing? Which could you take inspiration from?

As my good friend Zack Oates, founder of Ovation, says: “R&D — Rip off and duplicate.” You don’t need to invent the wheel. You just need to find somebody who’s doing it well and do your version.

Need a little more marketing help? Check out my e-book: “Steal This Proven Marketing System.”

It’s a quick 15-minute read that shows you exactly which channels to use for acquisition and retention and how to do it. It’s free, and I’m not gonna spam you with follow-up emails trying to sell you something.

👉 Download it here

Do you need help with any of this? Send me an email → [email protected]

- Rev Ciancio

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