ME Marketing

Jay Ashton, Canada's Restaurant Guy

Canadian restaurants are standing at a crossroads. In just 13 days, tariffs could take effect that would dramatically reshape food costs, forcing operators to rethink pricing, sourcing, and customer retention strategies. While some restaurants will respond by raising prices and hoping for the best, others will take a smarter approach—one that prioritizes customer loyalty, personalization, and direct engagement. This is where ME Marketing becomes a game-changer.

ME Marketing is not a trend; it is a fundamental shift in how restaurants engage with their guests. For decades, operators have relied on mass marketing—discounts, flyers, and generic promotions designed to appeal to as many people as possible. But in a market where customers are more discerning and economic pressures are mounting, that approach no longer works. ME Marketing is about building deep, meaningful relationships with customers by personalizing their experience, increasing their engagement, and making them feel like part of the restaurant’s story.

The potential impact of tariffs on Canadian restaurants cannot be overstated. The cost of imported goods—everything from proteins to equipment—could surge overnight, leaving many businesses scrambling to adjust. Raising menu prices is the natural reaction, but it is also a dangerous gamble. Customers already face inflation fatigue, and an across-the-board price increase could drive them to competitors or force them to cut back on dining out altogether. This is where ME Marketing provides a critical advantage. Instead of competing on price, restaurants that implement ME Marketing compete on value, experience, and connection.

ME Marketing is about understanding individual guests and catering to their preferences in a way that makes them feel seen and valued. A steakhouse that knows its regulars prefer Alberta beef can highlight locally sourced options rather than struggling with the cost increases on imported cuts. A café that has a loyal vegan following can lean into plant-based alternatives rather than absorbing the price hikes on dairy. The key is that these decisions are not made in isolation; they are communicated directly to the customers who will care the most. Instead of a generic price hike, the messaging becomes: “We’re committed to supporting Canadian farmers and keeping our menu fresh and local for you.” This builds loyalty, not resistance.

Another key advantage of ME Marketing is its ability to drive revenue without discounting. Traditional marketing often relies on promotions and mass deals, which erode margins even in stable economic times. In a tariff-driven market, restaurants can’t afford to give away profit just to fill seats. ME Marketing allows operators to target their best customers with tailored experiences, exclusive offers, and VIP perks that increase spending without reducing profitability. A loyal customer who visits once a month might receive a personal invitation to a members-only event. A couple who always orders a specific wine might be given early access to a new vintage. These small, strategic moves create emotional connections that drive long-term loyalty and repeat business.

Owning the customer relationship is more important than ever. Many restaurants rely heavily on third-party platforms like delivery apps and social media for traffic, but these platforms own the customer data and dictate the rules. ME Marketing shifts control back to the operator. Building direct channels—through email, SMS, and loyalty programs—ensures that when changes happen, whether in tariffs, fees, or algorithms, the restaurant still has a direct line of communication with its most valuable guests.

Restaurants that embrace ME Marketing in 2025 will weather economic instability better than those that don’t. Instead of reacting to financial pressures with panic pricing, they will adapt strategically, pivot to customer-driven solutions, and build a resilient, loyal guest base. The industry is about to face one of its biggest challenges in years, and the old playbook won’t work. Restaurants that prioritize direct customer relationships, lean into local supply chains, and shift toward a personalized experience-driven model will not only survive—they will thrive.

The future of Canadian restaurants is not about fighting over price. It’s about owning the customer relationship, creating an unmatched experience, and ensuring that when a guest chooses where to dine, they choose your restaurant—tariffs or no tariffs. ME Marketing isn’t just the solution to today’s problems. It’s the strategy that will define the restaurant industry in the years ahead.