How to Get More Customers In Your Restaurant Using Facebook Ads
Are you running an independent restaurant and feeling invisible despite being in a prime location? You're not alone.
Recently, I spoke with Chris, an independent Mexican restaurant owner whose story might sound familiar.
Despite having incredible food and a corner location at a major intersection, he made only $93 in sales on Black Friday. The problem wasn't his food quality or service – it was visibility.
The Hidden Cost of Delivery Apps
Like many restaurant owners, Chris was relying heavily on delivery apps like DoorDash and Uber Eats, giving away roughly 30% of his revenue to these platforms.
While these services can provide exposure, they're eating into already thin profit margins that restaurants can't afford to lose.
The Visibility Paradox
Here's something interesting about customer behavior: just because your restaurant is physically visible doesn't mean people actually see it. This relates to how our brains work through something called the reticular activating system.
Think about the last time you bought a car – suddenly, you started seeing that model everywhere.
The same principle applies to restaurants. People don't truly "see" your restaurant until something makes them consciously aware of it.
The Dollar-a-Day Strategy: A Simple Solution
Instead of relying solely on expensive delivery apps, here's a cost-effective strategy that has worked for numerous local businesses over the past 14 years:
- Create Engaging Content: Record videos of your food preparation, dining area, and daily specials. Video content typically performs better than static images.
- Set Up Targeted Facebook Ads: Create a video views or brand awareness campaign in your Meta Ads account.
- Define Your Radius: Set your targeting to reach people within 2-3 miles of your restaurant. Don't cast too wide a net – you want to target people who would reasonably drive to your location.
- Implement the Dollar-a-Day Strategy: Allocate just $1 per day per ad. This consistent, low-cost approach builds awareness over time.
The Cost-Effective Advantage
Here's what makes this strategy powerful: Traditional advertising methods like radio, TV, or billboards can cost $30-50 to reach 1,000 people. With the Dollar-a-Day strategy on Facebook, you can reach the same number of people for just $5-7.
This dramatic cost reduction makes it accessible for independent restaurants with tight marketing budgets.
Beyond Restaurants
While we've focused on restaurants, this strategy works for virtually any local business where proximity matters – nail salons, fitness clubs, auto shops, or massage studios.
The key is consistent visibility in your local market.
Taking Action
Before implementing this strategy, consider these tips:
- Start with engaging video content of your most popular dishes
- Showcase your kitchen and staff to build trust
- Highlight customer testimonials and reviews
- Update your content regularly with seasonal specials or events
- Monitor your results and adjust your targeting as needed
The Bottom Line
Don't assume that being physically visible is enough to attract customers. In today's digital age, you need to be where your customers' attention is – on their social media feeds. The Dollar-a-Day strategy provides a sustainable, affordable way to maintain consistent visibility in your local market without sacrificing your profits to delivery apps.
Remember Chris's story – having great food and a prime location isn't enough.
Success in today's restaurant industry requires strategic visibility, and that's exactly what this simple Facebook ads strategy provides.
