Marketing & Social Media

🔄 Quick Recall: In the previous lesson, you built AI-powered scheduling systems that forecast demand, optimize labor costs, and improve staff retention. Now you’ll use AI to drive the other side of the equation — bringing more guests through the door with consistent, effective marketing.

Most restaurant owners know marketing matters. But between managing the kitchen, handling staff issues, paying vendors, and keeping the health department happy, marketing gets pushed to “when I have time” — which is never.

AI changes this by making consistent marketing achievable for a busy restaurant owner. A month of social media content, a targeted email campaign, and a seasonal promotion can all be created in a single afternoon.

Social Media Content Strategy

72% of diners use social media to choose where to eat. Your social media presence isn’t optional — it’s how new guests discover you.

Content that works for restaurants:

AI prompt for a month of restaurant social media:

Create a 4-week social media content calendar for my [RESTAURANT TYPE] called [NAME] in [LOCATION]. We’re known for [SIGNATURE ITEMS/STYLE]. Upcoming events: [LIST]. Seasonal focus: [CURRENT SEASON INGREDIENTS/THEMES]. For each post, provide: platform (Instagram/Facebook/TikTok), content type (Reel/photo/carousel/story), concept description, caption (under 150 words), 10-15 relevant hashtags, and best posting time. Include a mix of: behind-the-scenes (30%), food features (30%), staff and community (20%), and promotional (20%). Our voice is [CASUAL AND FUN / WARM AND WELCOMING / SOPHISTICATED].

✅ Quick Check: Why does behind-the-scenes content outperform polished promotional posts for restaurants? (Answer: Diners choose restaurants based on trust and emotional connection. A video of your chef’s hands kneading pasta dough, flour dusting the counter, makes people feel the craft and authenticity. A polished “Come try our new pasta!” graphic feels like an ad. Behind-the-scenes content builds the relationship that turns followers into guests and guests into regulars.)

Email Marketing for Restaurants

Email marketing averages $36 return for every $1 spent — higher than any other channel. For restaurants, it’s the best tool for driving repeat visits.

Email segments and campaigns:

AI prompt for restaurant email campaigns:

Create a 3-email “We miss you” campaign for restaurant guests who haven’t visited in 90+ days. Restaurant: [NAME], [TYPE], known for [SPECIALTIES]. Email 1 (Day 1): warm reconnection — mention a new menu item or seasonal change that gives them a reason to return. Email 2 (Day 5): social proof — mention recent awards, press mentions, or popular new dishes. Email 3 (Day 10): gentle incentive — a complimentary appetizer or dessert on their next visit. Each email should be under 150 words, mobile-optimized, with a clear “Reserve a Table” call to action. Subject lines should create curiosity, not sound promotional.

Google Business Profile Optimization

For restaurants, your Google Business Profile is more important than your website. It’s what appears when people search “restaurants near me” or your restaurant name.

AI prompt for GBP optimization:

Optimize my Google Business Profile for [RESTAURANT NAME], a [TYPE] restaurant in [LOCATION]. Create: (1) a 750-character business description that includes our cuisine type, signature dishes, atmosphere, and key differentiators — naturally incorporating search terms diners use, (2) a list of 10 attributes to enable (outdoor seating, delivery, Wi-Fi, etc.) based on what we offer, (3) 5 Google Post ideas for this month (events, seasonal menu, specials), and (4) a FAQ section with 10 questions diners commonly ask. Our specialties: [LIST]. Hours: [HOURS]. Unique features: [LIST].

GBP checklist:

✅ Quick Check: A diner searches “best Italian restaurant near me” on Google. What determines whether your restaurant appears? (Answer: Google Business Profile completeness, review quantity and rating, relevant photos, keyword-rich description, and location proximity. A fully optimized GBP with 200+ reviews, weekly posts, current hours, and a complete menu ranks dramatically higher than a bare-bones listing with 30 reviews and no description. AI helps you build and maintain every element.)

Seasonal and Event Marketing

Restaurants have natural marketing moments throughout the year. AI helps you plan and execute campaigns for each one.

Annual marketing calendar highlights:

AI prompt for seasonal campaign:

Create a complete marketing campaign for [SEASONAL EVENT] at my restaurant. Include: (1) special menu concept with 3-4 featured items, (2) pricing strategy (prix fixe vs. a la carte), (3) social media teasers — 5 posts building anticipation over 2 weeks, (4) email announcement to our database, (5) Google Business Profile post, and (6) in-restaurant promotion materials (table tents, signage concepts). My restaurant: [NAME], [TYPE], capacity [SEATS]. Budget for the promotion: [AMOUNT].

Key Takeaways

• 72% of diners use social media to choose restaurants — behind-the-scenes content, food preparation videos, and staff spotlights perform 3-5x better than polished promotional posts
• Segment your email list by visit frequency and send targeted content — VIPs get exclusive previews, lapsed guests get “we miss you” campaigns with a reason to return, and segmented campaigns generate 6x higher revenue than generic blasts
• Google Business Profile is your most important online presence — a fully optimized GBP with reviews, photos, posts, and complete information ranks dramatically higher in local search
• Build an annual marketing calendar around natural dining moments — Valentine’s Day, Mother’s Day, patio season, holidays — and use AI to create complete campaigns for each one
• Consistency matters more than perfection — AI makes it possible to post 3-4 times per week, send bi-weekly emails, and maintain your GBP even during your busiest periods

Up Next

In the next lesson, you’ll master online review and reputation management — turning reviews into a growth engine with AI-powered responses, sentiment analysis, and service improvement plans.