餐厅营销基础知识指南

Restaurant marketing is the strategic promotion and branding of a dining venue to attract customers, drive sales, and build brand loyalty.

Unlike other industries, food service satisfies a time-sensitive and daily customer pain point: hunger. Secondary pain points, including cost, convenience, and personal preference, can also play a role in consumers’ immediate purchasing decisions.

Because the pain points of hungry local consumers differ from those of retail and e-commerce shoppers, so does the restaurant marketing playbook. In the food service industry, marketing is all about immediacy. In other words, it’s about reaching customers when they’re hungry and ready to make a purchase.

The US food service industry is booming and expected to reach $1.5 trillion in sales in 2025, with the number of US meal delivery customers forecast to reach 192.5 million by 2029. Currently, 40% of US consumers use food delivery apps or order takeout 3 to 5 times a month.

While this increased interest in food service is excellent news for restaurant owners, it also means new restaurants are popping up and competition is fiercer than ever. In fact, at the beginning of 2025, 9 out of 10 restaurant operators said they believe competition will be high this year. According to internal Uber Eats data, over 1 million active merchants are now on the platform, spanning over 11,000 cities across 6 continents.

With enticing new restaurants on every corner and available at the tap of a button, you could gain an edge over your competitors by having a dynamic marketing strategy. Below are some additional benefits you’ll experience by marketing your restaurant.

Without OOH (out-of-home) advertising and digital marketing, your restaurant’s visibility is limited to people who happen to walk or drive by. Marketing campaigns, on the other hand, make it possible for people to see your restaurant’s name repeatedly, whether they’re scrolling third-party delivery apps, reading restaurant reviews, or searching online for delicious restaurants in the area.

The quality of your food isn’t the only reason people will pick your restaurant. Diners will also select your restaurant based on the ambiance, service, dining experience, and occasion. When you take the marketing reins, you build your brand experience and show customers what type of restaurant to expect. Are you the local brunch spot? Are you the bar for business meetings? Are you the fancy restaurant where lovers get engaged? How about the fast-casual spot that always delivers piping-hot food? You get to decide.

Good marketing goes beyond just attracting customers—it also engages them. Whether through promotions, events, review responses, or loyalty programs, good restaurant marketing helps you maintain an ongoing relationship with customers, which typically results in repeat visits and higher customer retention rates.

Growing your sales is the most direct benefit of effective restaurant marketing. Special offers, promotions, and brand exposure drive more traffic, increase online orders, and build loyalty, all of which lead to higher sales and greater revenue. According to Deliverect, restaurants that use online ordering platforms see a 15% to 30% boost in takeout profits.

Premature marketing could cause a surge in customer interest you may not be prepared to handle. So you don’t want to start advertising your restaurant until you have all your operational ducks in a row.

Before diving into your marketing strategy, strengthen your supply chain, train your staff, and fine-tune your pricing. “Check to see that your menus are optimized,” says Paige LaPorte. “This is especially important for your menus on apps like Uber Eats. Include imagery, detailed descriptions, and the appropriate modifiers. Review your analytics to see if you’re preparing orders accurately and in a timely manner.”

Once you have a solid foundation in place, perform a soft launch to identify areas for process improvement before investing in large-scale marketing campaigns.

成功的餐厅营销，就是在顾客饥肠辘辘的时候，在他们所选择的平台上提供有吸引力的优惠。好消息来了：现在，您可以更轻松地找到希望订餐的顾客并向他们进行定向推送。

Toast 的数据显示，近三分之一 (30%) 的顾客点外卖或使用送餐服务的频率与外出用餐的频率相同，33% 的顾客更喜欢通过第三方派送平台下单。因此，您有必要在诸如 Uber Eats 优食这样的第三方应用上加大营销力度。

在第三方派送应用中开展营销可以给餐厅经营者带来显著的收益。德里克·瑞安对此解释道：“Uber Eats 优食能够吸引有很高下单意愿的用户。这些人位于餐厅的派送范围内，肚子饿。他们打开应用是因为想马上订餐。由于这些用户的下单意愿高，餐厅的营销回报率会高于其他平台。”

拉波特补充道：“您还可以瞄准新顾客，或是在某一时间段内未向您下单的用户进行投放。您可以非常精准地定向投放。”

另一大好处是，即使顾客没有立即向贵餐厅订餐，他们仍然可以看到贵餐厅及您的优惠活动，将来仍有可能向您下单。

您在营销方面的支出取决于您的目标和业务需求。“有些餐厅需要的是曝光，有些餐厅则需要提升订单量，”LaPorte 说，“还有一些餐厅可能需要提振用餐高峰期（例如早餐和晚餐）之间时段的用餐需求。在展开工作之前，您需要先确定自己想取得什么样的效果。”

在开展营销活动之前，您应该先进行全面的需求分析。这样做有助于您确定自家餐厅的挑战和机遇，从而制定更有针对性的营销策略，并更明智地使用预算。

以下是开始进行需求分析的方法：

• 确定目标。写下您的营销目标（例如增加客流量、提升在线订单量或提高顾客忠诚度）。“如果您的预算很少，一定要清楚知道自己的目标是什么，以及您希望通过营销获得什么效果。”Ryan 说道，这是您需要最先想清楚的问题。”

• 收集数据。接下来，通过分析历史销售数据、顾客行为和过去的营销效果来建立基准。您也可以进行顾客调查或查看之前的反馈表，了解顾客认为您在哪些地方需要改进。这样，您可以准确了解需要在哪些方面进行调整、投入资源。

• 找出薄弱环节。深入分析数据，找出餐厅在哪些地方表现不佳，例如销售不理想的餐点或客流量较少的时段。

• 查看支出情况，制定详细预算。评估您当前在营销和其他运营领域的支出，进而了解您可以为营销活动重新分配或增加多少预算。根据您的目标和研究结果，制定初步的营销预算。

• 确定各个渠道的优先级别。确定哪些营销渠道最能有效地吸引您的目标受众，并据此分配预算。为此，您可以查看哪些方法对竞争对手有效果，询问顾客会在哪里下单，并查看行业数据来获取更多信息。

进行需求分析后，您会更清楚地知道餐厅营销要投入多少成本。

如果没有衡量绩效的方法，营销计划就不完整。建立和跟踪关键绩效指标 (KPI) 可以让您了解哪些营销工作最有成效，什么时候需要调整策略，以及哪些营销活动完全没有效果。

每家餐厅的情况各不相同，因此没有“一刀切”的解决方案来衡量绩效。不过，您可以参考拉波特的建议，先对营销活动进行“试水”，观察数据的趋势变化：“推出新的营销活动后，先运行 2 周，然后再视情况调整。营销活动应该保持前后连贯，也要留出充分的时间收集数据。由此，您可以更清晰地了解哪些活动有效果——顾客转化率是否更高、单笔订单金额是否增加。数据需要一定时间的积累，才能说明问题。”

您可能需要反复试错。瑞安补充说：“您可能会发现，减免 20% 的优惠方案在市区东边效果很好，但住在西边的人更愿意选择买一送一。您要做的是：确定目标，发挥创意，积极尝试。”

获取和分析营销数据乍看上去令人望而生畏，不过好在您不一定要亲力亲为。Uber Eats 优食等第三方派送应用提供强大的分析和报告功能，可以帮助您监测广告和营销效果。

In today's competitive food delivery landscape, visibility is key to capturing consumers’ attention and driving sales. In-app ads are a sure way to increase the likelihood of hungry users discovering and choosing your restaurant in real time.

“When someone goes on the Uber Eats app, dozens of restaurants appear—but customers typically only scroll through a fraction of them,” says LaPorte. “The power of advertising is that you can be found at the top of the feed when someone is in your area looking for food right now.”

And being at the top matters. Uber’s data shows that when people search for food, they’re most likely to choose from these top results—just as businesses on the first page of Google search results get the most clicks. With an ad, you can increase the likelihood that your restaurant will be among the few that customers see when choosing what to eat.

Not to mention, you can customize your ads based on your growth goals, set ads to target your predefined audience, and monitor campaign performance in the Uber Eats Manager dashboard.

除了投放广告外，您还可以提供有吸引力的优惠，鼓励潜在顾客下单。

瑞安建议使用“高效叠加”策略，将广告与优惠活动结合起来：“我们希望通过广告，将尽可能多的用户引流到您的店面，然后将这些流量转化成订单。我们提高转化率的方法是在广告的基础上提供优惠。一直以来，只要我们使用这种‘高效叠加’的方法，销售额便会呈现增长的势头。此外，我们的内部数据显示，将广告和优惠相结合后，销售额的增幅比单独使用广告或优惠更大。”

在 Uber Eats 优食平台上，您可以根据自己的业务目标创建各种优惠活动。例如，如果您希望推广某一款餐点，可以创建买一送一的优惠。如果您想提升订单总金额，可以选择“满 X 减 Y”的优惠活动。如果您希望吸引新顾客，可以采用力度较大的优惠活动，吸引顾客品尝您的餐厅美味，给他们留下良好的第一印象。