How to Market your Restaurant to Different Groups to Increase Sales.

Posted on January 04 2024

How to Market your Restaurant to Different Groups to Increase Sales.

When opening a dining establishment, a close look at the make-up of the community will give you insights on key markets to target and services that will drive them to your front door. We have assembled information to help you jumpstart your soon-to-be fabulous restaurant. Consider the following demographics:

Demographic: Teens and Young Adults (Generation Y)

Who: 18-34 years old

Typically new to the workforce and have less income

Enjoys eating out more often than other groups

Prefers quick, casual service

Views dining as a social experience

Demands new flavors and tastes

How to Serve Them

Social networking is a must; target them with Facebook, Twitter, Instagram and Pinterest

Offer rewards and coupons, especially to Millennials

Hold social events at your restaurant: local bands, karaoke nights, trivia or more

Keep an eye out on new trends and make sure to incorporate them into your marketing strategy

Have a contemporary website that features your menu and great images of your establishment and entrees

Pay attention to feedback. Work hard for positive reviews, especially on sites like yelp; respond diplomatically to and learn from negative reviews

Demographic: Families

Who: Parents and children

Eats dinner earlier than other groups

Kids’ preferences are typically the most important factor when choosing a restaurant

Prefers an environment where children will be able to eat properly and be entertained

Always on the lookout for promotions

How to Serve Them

Have all of the critical accommodations for children such as high chairs, sippy cups, bibs and changing stations.

Keep the kids entertained by providing them with crayons, papers, games or toys.

Consider creating a separate arcade-style play room that is visible and easily monitored.

Provide families with larger tables in an open space.

Have a kid’s menu available featuring favorite comfort foods as well as healthy options

Explore promotional options, such as “kids eat free” deals

Demographic: Seniors

Who: Typically over the age of 65

Prefers to dine earlier, similar to families

May be on a fixed income

Enjoys having customized foods of their choice

Cleanliness, convenience and ease are important factors

Appreciates a pleasant, more peaceful ambiance

How to Serve Them

Offer early-bird specials (discounts offered to 55+ typically before 6:00 PM)

Offer senior discounts: as special menus and prices; free food or beverage; buy-one-get-one deals

Consider mix-and-match menus to increase personalization for the customer

Leave open spacing between tables to avoid narrow aisles and to comfortably accommodate handicapped seniors

As best as possible, keep the noise levels down

Demographic: Health-Conscious Folks

Who: Health food enthusiasts

Stays informed of the foods they are eating

Looks for menus offering a variety of vegetarian and vegan entrees

Demands options such as low-carb, low-calorie or protein-filled dishes

Expects foods to be versatile and delicious, not bland

How to Serve Them

Have a separate healthy menu to better serve this segment

Provide nutritional details of the foods they are eating

Consider locally grown produce and organic foods

Be transparent by listing calories contained in each food or drink

Offer diverse foods with many flavors to make healthy meals more attractive

Establish a blog associated with your restaurant and provide insights for why the chef chooses nutritious options as well as tips for healthy eating

Demographic: Tourists

Who: Broad market of potential diners visiting the area

Prefers to have insight on a restaurant beforehand

Seeks out establishments that represent the native culture

Excited to try local cuisines

Enjoys unique and diverse restaurants

Favors restaurants that are within walking distance of hotels and tourist attractions

How to Serve Them

Make your restaurant visible with wide-spread marketing including a website, phonebook and travel guide listings, and advertisements in popular publications

Pass out flyers and coupons in places where tourists frequent

Have your décor, music and menu reflect the local culture

Provide cultural education by listing fun facts about the area and its history

Offer souvenirs for customers to remember their visit to your city and your establishment