2024 restaurant marketing trends

Table of contents

• • Insight 1: Consumers dine out frequently but aren't changing spending plans

  • Insight 2: Restaurants have a solid channel strategy, but there's room for improvement

  • Insight 3: Consumers crave discounts and loyalty programs

  • Insight 4: Meal kits and merchandise are resonating less

• Go beyond this appetizer and feast on the full report

The recipe for restaurant marketing success is changing.

What worked yesterday might not cut it today. To stay ahead, you need more than instincts-you need data.

Klaviyo's 2024 restaurant marketing report offers critical insights for restaurant owners and marketers. For instance, 63% of restaurants generating over $30 million in revenue saw higher profits in 2024, and 56% raised prices. Meanwhile, 35% of diners expect to spend more on eating out or ordering in this year.

Drawing on insights from more than 200 marketing executives in the restaurant industry and more than 740 consumers, these restaurant marketing trends can do more than fill spreadsheets. They can also guide your marketing decisions, from channel selection to promotion strategies.

Learn how to apply these fresh insights to your restaurant's marketing strategy to whet more customer appetites and keep the orders rolling in.

Insight 1: Consumers dine out frequently but aren't changing spending plans

Diners love their restaurant routines: our data shows 65% of consumers eat out or order delivery at least weekly. But here's the catch: their wallets aren't necessarily keeping pace with their appetites.

While 35% of diners expect to spend more at restaurants this year, less than a third (30%) of those diners say it's because they're planning more nights out or in with their favorite menus. For more than half (54%), it's because they're bracing for higher menu prices.

This creates a tricky situation for restaurant owners. You've got a loyal customer base, but they're not eager to increase their spending. So how do you keep them coming back without shrinking your profits?

How to use this insight to thrive: identify your value proposition

Sharpen your value proposition by answering one critical question: Why should customers choose you over cheaper alternatives or home-cooked meals?

Your value proposition should highlight what makes your restaurant unique, whether it's your innovative menu, exceptional service, or commitment to sustainability.

If you run a family-friendly pizzeria, for example, your value proposition might be "where every slice brings smiles. Fresh ingredients, customizable options, and a play area for kids." Or if you run a health-focused fast casual joint, it might be "nutrient-dense meals in under 5 minutes. Organic, locally-sourced, and perfectly portioned."

Compass Coffee has more than a dozen cafes around the greater Washington, D.C. area, and also sells online via their ecommerce store. Their value proposition centers on quality, ethical sourcing, and convenience. According to their website, Compass Coffee is "obsessed with making great coffee easy" and meticulously handling every detail, from sustainable sourcing to precise roasting-a commitment which effectively justifies their prices.

Image source: Compass Coffee

Whatever cuisine you serve, be sure your value proposition resonates with your target audience and gives them a compelling reason to choose your establishment over others.

How to use this insight to thrive: get strategic about pricing

Given that consumers are dining out frequently but remain price-sensitive, consider implementing strategic pricing.

One effective approach here is tiered pricing, which offers a range of price points to cater to different budgets. For instance, a steakhouse might offer:

• Premium cuts (e.g., Wagyu ribeye) at market price
• Mid-range options (e.g., sirloin) at a set price
• Budget-friendly alternatives (e.g., steak sandwiches) at a lower price point

Another strategy is to create bundle deals that combine items to offer better value. A sushi restaurant, for example, could offer a "Date Night Special" with 2 specialty rolls, an appetizer, and 2 drinks for $50, or a "Family Feast" featuring a variety platter, 4 drinks, and dessert for $80.

By nailing your value proposition and pricing strategically, you can maintain customer frequency while encouraging increased spending. The key is to provide value that justifies the price, not just to be the cheapest option on the market. This way, you can cater to a wide range of customers while maintaining your profit margins.

Insight 2: Restaurants have a solid channel strategy, but there's room for improvement

Our data reveals a disconnect between restaurant marketing strategies and consumer preferences.

While only 31% of restaurants use email marketing, it influences 60% of consumers. SMS marketing shows a similar gap: only 26% of restaurants use it, yet it influences 39% of consumers.

Perhaps most striking, 79% of consumers say web search influences their dining decisions, but only 21% of restaurants use the channel.

These numbers highlight significant opportunities in restaurant marketing trends. You're likely leaving money on the table if you're not fully leveraging these channels.

To learn how to apply this insight to your business, let's follow Bella's Bistro, a hypothetical Italian restaurant, as they optimize their marketing strategy across these channels.

How to use this insight to thrive: optimize email marketing strategies

Email marketing allows for personalized, direct communication with your audience. It's ideal for nurturing relationships and driving repeat visits or online orders. When you incorporate restaurant email marketing trends, you'll be cooking up value beyond just promotions.

Bella's Bistro segments their email list based on dining preferences and frequency. They create 3 main email segments:

• Frequent diners: visit 2+ times a month
• Occasional diners: visit 1-2 times a month
• Special occasion diners: visit less than once a month

For frequent diners, Bella's Bistro sends weekly emails featuring new menu items and chef's specials. Occasional diners receive biweekly emails with seasonal promotions. Special occasion diners get monthly emails highlighting upcoming events and holiday specials.

Bella's also implements an automated welcome series for new subscribers:

• Email 1: welcome message with a 10% off coupon
• Email 2: behind-the-scenes look at their kitchen (sent 3 days later)
• Email 3: customer favorites menu guide (sent 1 week later)

How to use this insight to thrive: bake in SMS for timely promotions

SMS marketing is perfect for time-sensitive offers and filling last-minute reservations. Keep messages concise and action-oriented.

Bella's uses SMS for last-minute offers to fill empty tables. They run SMS campaigns like:

• "Tuesday Treat: First 10 reservations for tonight get a free appetizer. Reply YES to book."
• "Flash Sale: 20% off all pasta dishes today only. Show this text to redeem."

They also send targeted messages based on past behavior:

• To wine enthusiasts: "New wine tasting menu this weekend. Reply WINE to reserve your spot."
• To vegetarian diners: "Just launched: Our new plant-based menu. Reply VEG for 15% off your next visit."

How to use this insight to thrive: invest in search engine marketing

Search marketing helps you capture high-intent customers actively looking for dining options. It combines organic SEO efforts with paid advertising for maximum visibility.

Bella's improves their local SEO by:

• Optimizing their Google Business Profile with up-to-date hours, menu, and high-quality photos
• Encouraging and responding to customer reviews
• Creating location-specific landing pages for each branch

They also run targeted Google Ads campaigns with:

• Keywords like "best Italian restaurant [city name]", "romantic dinner spots", "family-friendly restaurants."
• Ad copy that highlights their unique selling points, such as: "Authentic Italian cuisine | Farm-to-table ingredients | Cozy atmosphere."

Aim to provide value in every interaction, regardless of the channel.

Insight 3: Consumers crave discounts and loyalty programs

Discounts and loyalty programs aren't just nice-to-haves in the restaurant industry-they're your bread and butter for success.

Our data shows a clear trend: diners crave these offerings, but many restaurants aren't meeting the demand. 93% of consumers use restaurant discounts and sales, while 88% participate in loyalty programs. However, only 54% of restaurants offer discounts and sales, and only 47% offer loyalty programs.

These gaps present a savory opportunity for savvy restaurateurs to stand out from the competition, boost customer retention, and attract new diners.

How to use this insight to thrive: design deliciously compelling loyalty programs

Loyalty programs are your secret ingredient in a winning customer retention recipe. They transform one-time diners into regulars, and regulars into brand ambassadors.

But an under-optimized loyalty program can be worse than none at all. You don't just want to give out points and freebies-you want to create an experience that keeps customers coming back for more.

Legal Sea Foods' "Legal Net Rewards" program is a masterclass in loyalty done right, offering the following perks:

• Free enrollment
• 1 point per dollar spent
• Tiered rewards:
  • 150 points: free cup of clam chowder
  • 200 points: $10 reward
  • 700 points: free lobster roll
  • 1,700 points: lobster dinner for two
• Sign-up bonus: free clam chowder within 24 hours
• Birthday reward: free dessert

Image source: Legal Sea Foods

This program is the perfect blend of instant gratification and long-term goals.

The free chowder upon sign-up gives an immediate taste of the rewards to come. The tiered system caters to both casual diners (with achievable lower-tier rewards) and loyal patrons (with the aspirational lobster dinner).

It's not just a loyalty program-it's a journey through the menu, encouraging customers to explore and indulge.

How to use this insight to thrive: create sizzling strategic discount offers

Discounts are like seasoning in cooking. Too little, and your dish lacks flavor. Too much, and you overpower the main ingredients. When applied with skill, discounts can enhance your overall offering without diminishing its value.

The key is to craft offers that drive desired behaviors while maintaining your brand's premium positioning.

Take it from Cicis Pizza. The family-friendly restaurant franchise has a page on their website devoted entirely to deals, from their latest pizza invention to a coupon for $4.99 adult buffet night to a special seasonal deal for National Pizza Month:

Image source: Cicis Pizza

Now, let's expand this concept into a hypothetical full-fledged discount strategy for a pizza chain:

• New customer offer: free garlic knots with first order
• Referral program: give $10, get $10 when a friend makes their first order
• Weekly specials:
  • Meatless Monday: 15% off vegetarian pizzas
  • Two for Tuesday: buy one pizza, get one 50% off
  • Wine Wednesday: half-price bottles with any large pizza
• Seasonal campaigns:
  • Summer Slice Fest: $5 off any large pizza during July
  • Back-to-School Bundle: family meal deal (large pizza, salad, dessert) at 20% off in August
• Flash sales: 30-minute "happy hour" with 30% off all orders, announced via push notification or SMS
• Holiday promotions: theme-based discounts (e.g., heart-shaped pizzas at 14% off on Valentine's Day)

This strategy isn't just a collection of random discounts-it's a curated set of offers designed to keep customers engaged year-round. The weekly specials create habits, the seasonal campaigns tap into cultural moments, and the flash sales add an element of excitement.

Insight 4: Meal kits and merchandise are resonating less

Another disconnect between restaurant offerings and consumer preferences: while 44% of restaurants offer meal kits, only 36% of consumers use them. Similarly, 51% of restaurants offer branded merchandise, but just 48% of consumers purchase these items.

While these gaps between consumer preferences and restaurant offerings aren't enormous, they do suggest a potential misallocation of resources that could be better utilized elsewhere.

How to use this insight to thrive: reassess investment in meal kits and merchandise

Look at your meal kit and merchandise sales data. Are they meeting your projections? If not, it's time to reconsider.

For example, an Italian restaurant might scale back their meal kit offerings to focus only on their most popular dishes, or limit them to peak gift-giving seasons when demand is higher.

How to use this insight to thrive: redirect resources to high-impact areas

Once you've freed up resources, you must reinvest them wisely. Consider these high-impact areas:

• Quick check-out: Implement a new point of sale system to reduce wait times.
• Expanded delivery radius: Partner with additional delivery services to reach more customers.
• Staff training: Invest in customer service and up-selling techniques.
• Menu optimization: Use data to identify and promote your most profitable dishes on digital and physical menus.

These areas directly impact customer satisfaction and have the potential to drive significant revenue growth.

How to use this insight to thrive: consider alternative product extensions

Don't abandon the idea of product extensions entirely. Instead, think creatively about offerings that align more closely with your core business and customer needs. For instance:

• Transform meal kits into interactive cooking classes or chef's table experiences.
• Replace generic branded merchandise with curated, high-quality products that complement your menu (e.g., a pizzeria could offer imported olive oils or artisanal cheeses).
• Create limited-edition, seasonal offerings to generate buzz and urgency.

By thoughtfully reassessing your approach to meal kits and merchandise, you can align your offerings more closely with customer demand, redirect resources to higher-impact areas, and create unique experiences that set you apart from competitors.

Ultimately, the goal is to focus your resources where they'll have the greatest impact on your customers and your bottom line.

Go beyond this appetizer and feast on the full report

These 4 insights and restaurant marketing trends offer a taste of the valuable data in Klaviyo's 2024 restaurant marketing report. But there's much more to explore.

From consumer behavior trends to marketing channel effectiveness, the full report provides a comprehensive view of the restaurant industry landscape.

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