The Perils of Restaurant Marketing That Won’t Evolve

Jay Ashton, Canada's Restaurant Guy

In the fast-paced world of the restaurant industry, marketing is no longer just a side task or afterthought. It’s the lifeline that keeps the doors open and the tables full. Yet, as I’ve met with operators across Canada, it’s become clear that many restaurants still rely on outdated marketing strategies. The result? They’re falling behind and fast.

The question I keep hearing is: “Why should I change what I’m doing? It’s worked so far.” Well, let’s talk about what happens if we stay the course with the marketing we’re doing today. Spoiler alert....it’s not pretty.

Why Staying the Course Is a Risky Game

Too many operators believe that the marketing they’ve been doing for the last decade will continue to deliver results. However, the restaurant business has changed drastically, and the ways we connect with customers have shifted. What worked ten years ago won’t cut it today.

Let’s break down the dangers of sticking to the status quo:

1. Declining Visibility

Right now, more restaurants are vying for the attention of a limited pool of customers. Those restaurants that stick to old-school marketing are slowly becoming invisible. A few social media posts and a website are not enough. You need to be everywhere Google, Instagram, Facebook, TikTok, and more. The competition is no longer just the restaurant down the street. It’s the whole digital world, and if you’re not investing in expanding your online presence, you’re becoming a ghost.

2. Poor Customer Engagement

Customers today want more than just a great meal, they want a relationship with the brands they support. If your restaurant’s idea of marketing is throwing out an occasional Facebook post, you’re not building that connection. Engagement is the name of the game now. Diners expect you to interact with them, share your story, and make them feel part of something bigger. Those restaurants that fail to create a dialogue with their audience are going to watch that audience shrink.

3. Outdated Branding

Branding isn’t just a catchy name or logo, it’s the soul of your restaurant. And yet, many operators don’t have a clear brand identity. Without it, you risk blending into the sea of restaurants all vying for attention. Customers want to know what makes your restaurant special. Why should they choose you over the place down the block? Restaurants that don’t define their brand, and communicate it clearly, will lose out on customers who are looking for something authentic and compelling.

4. Missed Revenue Opportunities

If you’re not using digital marketing tools like AI, targeted ads, and SEO, you’re leaving money on the table. These strategies allow you to reach new customers, drive traffic, and increase sales in ways traditional marketing simply can’t match. Restaurants that don’t take advantage of these tools are missing out on huge revenue opportunities.

5. Ignoring User-Generated Content (UGC)

One of the hottest trends in marketing today is user-generated content. When your customers share photos, reviews, and stories about your restaurant, it’s the most authentic and free promotion you can get. But too many operators are failing to capitalize on this. If you’re not encouraging and leveraging UGC, you’re missing out on the buzz and credibility that come from your customers being your biggest promoters.

The Numbers Don’t Lie

Let’s look at the cold, hard facts:

• 87% of consumers rely on online reviews when deciding where to eat (Yelp).
• 60% of customers trust user-generated content more than traditional ads (HubSpot).
• 52% of diners say social media posts have influenced their decision on where to eat (Restaurant Business Online).

These numbers highlight a critical truth: consumers are turning to online sources reviews, social media, and user-generated content to choose where they’ll dine. If your restaurant isn’t visible in these spaces, you’re simply not in the game.

The Future Is Digital And We’re Stuck in the Past

Restaurants are often hesitant to embrace new technologies like AI, digital marketing analytics, or automated email campaigns. But the truth is, these tools are already shaping the future of the industry. They’re not just nice-to-haves—they’re essential if you want to stay competitive. AI can help personalize marketing campaigns, streamline customer engagement, and provide insights that help you understand your audience better.

Staying the course and ignoring these advances is like using a rotary phone in the age of smartphones. Sure, you can get by, but why would you want to?

What’s the Opportunity?

The good news is that for those restaurants willing to evolve, there’s a massive opportunity ahead. The gap in marketing understanding is a chance for operators to step up their game and outshine the competition. So, what should you be doing right now?

1. Develop a Strong Brand Identity

Your brand is your restaurant’s personality. What do you stand for? What makes you unique? You need to figure that out and communicate it consistently across all platforms—from your menu to your social media.

2. Embrace AI and Digital Tools

Don’t be afraid of technology. AI-driven marketing tools can automate processes, help you target the right customers, and create personalized content that resonates with your audience. These tools are affordable and accessible for even the smallest operators.

3. Engage with Your Audience

It’s not enough to post and walk away. You need to engage. Respond to comments, share behind-the-scenes stories, and make your customers feel like they’re part of the family. Engagement builds loyalty, and loyalty builds long-term business success.

4. Leverage Data

Use the tools at your disposal to analyze your audience’s behaviour. What posts are they engaging with? What dishes are they ordering most? Use this data to shape your marketing strategy and make smarter decisions.

The Bottom Line: Staying the Course Means Falling Behind

The restaurant industry is at a tipping point. Those who continue down the path of outdated marketing will see a slow but steady decline in visibility, engagement, and revenue. But for those willing to embrace change, the future is bright.

You can’t afford to stay the course any longer. Now is the time to evolve, invest in a full-blown marketing strategy, and make sure your restaurant is set up for success in the digital age. The gap in marketing knowledge is an opportunity waiting to be seized—don’t let it pass you by.

Your restaurant’s future depends on it.