Marketing for restaurant groups
The work is judged on covers, so it is planned against your booking diary rather than a content calendar.
Where the money moves.
Tuesday and Wednesday are where the margin sits. A group can fill Friday and Saturday on reputation alone, then carry the same wage bill through three quiet nights, and the question is never awareness, it is which offer, which venue and which two hour window. Planning starts in the diary inside your booking system, whether that is SevenRooms, Now Book It, ResDiary or OpenTable, so a campaign is aimed at the sittings that are genuinely soft. When covers move, the report names the venue, the night and the source that moved them.
Each venue is its own search result. A group with eight rooms has eight Google Business Profiles, eight sets of photographs, eight review streams and eight sets of trading hours that change over every public holiday, and each one is the first thing a diner sees after searching a suburb and a cuisine. That maintenance is unglamorous and it decides who gets the walk in. Profiles, menu markup, reserve links and review responses are held at group level, with the local detail written per venue instead of copied across.
An opening gets one shot at a full first month. The pre-opening window is where the work actually happens: the listing live before the doors are, the booking link tested, the food photographed in the real room under the real lights, the invite list built from the group's own diner records rather than bought, and the food writers given something worth covering. Launch night looks like luck from the outside. It is a build that starts while the fit out is still in progress, and it is judged on how the second and third months trade.
Christmas is decided in August. Corporate function enquiries for November and December are shortlisted while most kitchens are still writing spring menus, and a group with function capacities, floor plans and set menus published and searchable early takes the enquiry before the inspection round begins. Mother's Day, Melbourne Cup and end of financial year behave the same way. The enquiry path gets built once, then run against each peak with the lead times pulled far enough back that your sales team is quoting rather than chasing.
What we run.
Venue profiles and map presence
Google Business Profile per venue, holiday trading hours, current photography, menu and reservation markup, reserve links tested, and review responses written in the venue's voice rather than a group template.
Diner data and the soft sitting
Segments pulled from the booking system by recency, spend and venue, then used to fill specific weeknights through email and SMS, with lapsed diners treated as the cheapest covers available.
Food and room photography
Shot in the actual venue at the light levels guests will see, refreshed at each menu change, cut for the profile, the booking platform, paid social and press requests from one session.
Paid media by venue radius
Meta and Google structured per venue so suburb radius, cuisine intent and competitor-free brand demand stay separable, and no single result hides behind a group average.
Functions and enquiry capture
Capacities, floor plans, set menus and real photographs on a page built to be found by suburb and headcount, with phone and form enquiries both tracked to source.
Questions we get asked.
Yes, and it usually costs less than running them separately. The group layer holds strategy, photography, media structure and reporting. The venue layer holds the local voice, the profile, the offers and the neighbourhood. Each room keeps its identity in market while buying and data consolidate, which is what makes an honest midweek comparison between venues possible.
No. The booking system is where your diner history lives and moving it costs you that history. We work with what you run, then connect it to the campaign layer so segments, lapsed diners and reservation source come through into reporting. If the platform is genuinely limiting the work, that is raised with the numbers attached.
By venue, by night and by source. Reservation source and channel data come out of the booking system, paid media is structured so each venue and campaign stays separable, and phone enquiries are tracked. The report answers whether Tuesday moved and what moved it, instead of listing impressions across the group.
You do, from day one. Ad accounts, Google Business Profiles, domains, booking links and the photography library are created in the group's name with your team holding administrator access. Nothing sits in an intermediary account, so if the arrangement ever ends, the assets and the performance history stay with the group.
Also in hospitality and food
Talk to us.
9 services under one team, run against the numbers your business already reports on.
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