5 tips for attracting more customers to your restaurant

You're a passionate cook, a flavor expert, and you have an exceptional talent for creating memorable taste experiences. But despite your best efforts, attracting new customers to your restaurant can be a daunting challenge.

Don't worry, we're here to help you shine in this ever-changing competitive landscape. In a world where culinary trends change as quickly as a soufflé comes out of the oven, it's essential to adopt modern, effective strategies to attract customers eager for new gastronomic experiences.

Whether you're a small, intimate establishment or a trendy, hip restaurant, we're here to guide you through the intricacies of digital marketing, social media management and customer loyalty techniques. We'll reveal the secrets to creating a striking visual identity that will have your future customers salivating before they've even walked through your door!

Check out this comprehensive guide to attracting customers to your restaurant?

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1. A quality culinary offering

First of all, to attract customers to your restaurant, it's essential to prepare quality cuisine that stands out from the competition. An establishment's reputation rests above all on the flavors and taste experiences it offers.

Here are a few essentials:

• Fresh, quality ingredients,
• Dishes to suit all diets: vegetarian, vegan, gluten-free, etc.
• Signature dishes that combine creativity and tradition,
• An attractive, varied menu,
• A meticulous presentation to whet the appetite and delight the taste buds of your guests.

Quality cuisine is the pillar on which customer satisfaction, loyalty and positive word-of-mouth are built.

If you focus on quality cuisine, your restaurant will become a preferred destination for lovers of good food, attracting new customers looking for a quality culinary experience.

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2. A restaurant with an original concept 

Having a restaurant with an original concept is crucial in a competitive market. It allows you to stand out from the crowd, attract customers' attention and create a memorable experience. A unique concept creates a strong identity for your restaurant and positions you as an establishment apart, able to meet the expectations of customers looking for new culinary experiences.

Here are a few examples of original concepts you could adopt:

• Creative vegan cuisine: Offer innovative vegan cuisine using local and seasonal ingredients to create original and tasty dishes. Emphasize the sustainable aspect of your restaurant by using eco-friendly packaging and promoting environmentally friendly eating.
• Culinary fusion: Mix flavors and culinary techniques from different regions of the world to create a unique fusion cuisine. For example, combine Japanese cuisine with elements of Mexican cuisine for spicy, bold sushi!

• Dinner and show: Offer an immersive culinary experience by combining a high-quality meal with live entertainment. You can offer themed evenings, artistic performances or musical shows to entertain your guests while treating them to exceptional cuisine.
• Restaurant in the dark: immerse your customers in a unique sensory experience by offering meals in total darkness. This intriguing concept allows diners to focus on the flavors, textures and aromas of the dishes, without being influenced by vision.
• Geek restaurant: Create a place where fans of video games and geek culture can come together. Offer dishes inspired by famous games, organize tournaments and set up game consoles to keep your customers entertained while they enjoy their meals.

It's essential to choose an original concept that matches your vision and your target market. Make sure you create a consistent experience, from décor to menu to service, to immerse your customers in your unique world. Originality must go hand in hand with quality cuisine and service to guarantee a memorable experience and attract customers to your restaurant.

Here are a few examples to inspire you:

• Isshin: a journey to the land of the Rising Sun,
• Ventrus: a nomadic, eco-responsible restaurant,
• Under the Sea: the restaurant under the ocean
• Stellar: space travel

👉 To find out more: 12 restaurant concepts to discover in 2023

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3. An impactful, easy-to-remember slogan

Your slogan is what makes your customers identify with your brand. It should be like a heady refrain, a melody in their minds that draws them to your establishment. Here are some tips on how to choose the right slogan:

• Be original: Avoid clichés and generic slogans. Dare to think outside the box and come up with a phrase that stands out from the competition. Think of puns, surprising expressions or unexpected associations of ideas that will make your slogan shine.
• Reveal your personality: Your slogan should be true to your restaurant's identity. If you're known for your bold, inventive cuisine, let that creativity shine through in your slogan. If you're known for a relaxed, friendly atmosphere, make sure your slogan reflects that warmth. Show who you are through your words.
• Be memorable: Opt for strong, evocative words that stay etched in your guests' minds. Play with sounds, create powerful mental images and use short, impactful phrases. Your aim is to capture your customers' attention from the very first time they read it, and to ensure that your slogan sticks in their minds.
• Involve your audience: Make sure your slogan resonates with your target audience. Consider their preferences, values and aspirations. By using language that speaks directly to their hearts, you create an emotional connection that strengthens their identification with your brand.
• Test and iterate: Once you've got a few ideas for slogans, test them out with friends, employees or loyal customers. See how they react and gather their impressions. This will help you refine your choice and select the most powerful slogan.

Here are a few examples:

• "McDonald's "Come as you are
• "Finger-licking good" from KFC
• "Subway's "Prepared before your eyes
• "A Hamburgé is like a burger... only much better" by Big Fernand

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4. Create desire

Here's how to make your potential guests want to come and discover your restaurant!

Positive restaurant reviews

Today, people are more connected than ever. Before reserving a table in a restaurant, most of them consult online reviews to get an idea of the experience they'll be able to enjoy. Popular platforms such as TripAdvisor, Google Maps, Yelp and many others have become essential sources for making a decision.

And guess what: positive reviews have the power to turn the curious into loyal diners. When Internet users see good reviews left by satisfied diners, they're more likely to walk through your restaurant's door with confidence. In fact, positive reviews create a positive image of your establishment and generate a kind of digital word-of-mouth, encouraging other potential customers to visit.

But don't worry, getting positive reviews isn't a game of chance. It requires special attention and a proactive approach on your part. It's essential to provide exceptional service, satisfy your customers' culinary expectations and pamper them from start to finish. Every guest must have a memorable experience!

A restaurant window that makes you want to come in

Your restaurant window is your visual calling card. It must reflect the identity of your establishment and make passers-by want to walk through the door. So be creative and original! 

Here are a few tips to help you attract customers to your restaurant:

• Take care of the visual aspect: Your shop window should be attractive and well-maintained. Make sure it's always clean, free of dust and fingerprints. 
• Focus on originality: Avoid clichés and stereotypical window displays. Try to stand out from the crowd with an original, creative approach.
• Showcase your specialties: Use the display case to highlight your signature dishes or culinary specialties. Display appetizing images, tantalizing descriptions or even carefully presented real dishes. 
• Create a welcoming atmosphere: The window display should reflect the warm, friendly atmosphere of your restaurant. Use decorative elements such as plants, candles or subdued lighting to create a pleasant, welcoming atmosphere.
• Communicate clearly: Make sure essential information is clearly visible. Display your restaurant's name, opening hours and contact details.
• Renew your window display regularly: Change the elements of your window display from time to time to maintain the interest of passers-by. Highlight seasonal promotions, daily specials or special events. This dynamic approach will give the impression that your restaurant is constantly on the move and offering something new.

👉 To find out more: How to design and fit out your restaurant?

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An outdoor area (rooftop, garden)

We often think of the inside of a restaurant, but the outside is just as important (especially in spring and summer!). Whether it's a trendy rooftop or a charming garden, it's crucial to attracting your guests to your establishment. Here are a few tips:

• Plan your spaces, create lounge areas or more intimate corners. 
• Use greenery (plants, flowers) to add a touch of freshness.
• Choose decorative objects and furniture to suit your restaurant's environment and style: water fountains, sculptures, colorful parasols, candles... 
• Play with colors and textures to capture attention.
• Think lighting: soft, subdued, like hanging lanterns or string lights for a real touch of magic!
• The little details that make all the difference: what could be better than a misting device for those hot summer days? Plush banquettes or super chill ottomans? Appropriate background music? These details make all the difference!

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5. Social networking for restaurants

Let's start with social networks, today's essential tools for attracting customers to your restaurant!

Examples of messages to test to attract your customers

Photos on social networks are all very well, but sometimes you need to innovate too! With videos, for example, on Instagram or TiktoK. Think Livestreams (on Instagram) and stories. In terms of content, here are a few creative ideas to inspire you:

• Featured dishes: Weekly presentation of your "Star Dish" with a mouth-watering photo/actual and a tantalizing description. Invite your followers to come and taste this unique creation and share their culinary experience using a specific hashtag.
• Rendez-vous gourmand: Organize "Rendez-vous gourmands" on Instagram Live where you invite guest chefs or culinary influencers to share their recipes and tips. This will allow your audience to discover new flavors and feel connected to your gastronomic community!
• Challenge your taste buds: Post regular taste riddles on your stories, inviting your followers to guess the ingredients of a mystery dish or identify specific flavors. Reward participants with coupons or special offers to encourage them to come and try your dishes.
• Culinary journey: Propose a series of publications highlighting emblematic dishes from different countries, sharing anecdotes about their origins and preparation.
• Capture the moment: Encourage your customers to share photos of their favorite dishes in your restaurant using a specific hashtag. Select and share the best photos on your social networks, crediting the authors. This will create a sense of belonging to your community and encourage new people to come and discover your food.

👉 Going further: 11 Instagram post ideas for your restaurant.

Word of mouth, buzz, virality

Word-of-mouth, buzz and virality are essential to a restaurant's success. They help build a positive reputation, attract new diners and retain existing customers.

• Word-of-mouth: Personal recommendations are powerful and influence customers' choices. Positive experiences shared with friends and family build trust and encourage them to choose your restaurant.
• Buzz: Buzz creates a buzz around your restaurant. Creative marketing actions, special events and collaborations with influencers attract media attention and raise the profile of your establishment.
• Virality: Virality occurs when your content is shared massively on social networks. Attractive photos or videos, culinary challenges or special promotions can quickly spread the word about your establishment! 

To stimulate these phenomena, offer a quality experience, encourage sharing on social networks, engage actively, organize special events and surprise your guests with special offers.

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Do you want to attract customers to your restaurant? Have you thought about digitizing your establishment to offer a fluid, fast and queue-free ordering experience? Contact an Innovorder expert for personalized advice.