US Restaurant Marketing Strategies Report 2023

This report covers restaurant marketing strategies in complete detail. With a focus on the US market and consumer, our expert reveals an abundance of marketing strategies for restaurants to capitalise on today. Mintel’s independent research examines social media strategy for restaurants, how to connect with each generation through tailored marketing, how best to present offers to consumers, and much more.

Below, we summarise some of the key points covered and offer handpicked insights from the report.

Topics Analysed in This Report

• How operators can attract customers to their establishments during times of financial uncertainty.
• The most influential restaurant discovery sources, including the impact of social media and general consumer perceptions of discovery sources.
• The communication topics diners want to hear about from operators and motivators to drive interest in new restaurant menu items.
• How marketers can use loyalty reward programs and promotional offers to further build relationships with diners.

US Restaurant Market Overview

Inflation eased to 5% for the 12-month period ending March 2023, down from February’s 6%. However, as found in Mintel’s Restaurant Value and Pricing Market Report, 44% of Americans are still feeling the effects, so operators should be cautious when incentivising promotional deals. To increase check averages and reach more customers, restaurant marketing strategies should focus on providing value-based meal options rather than low prices.

Restaurant Marketing Strategies

Create a modern word-of-mouth strategy

Word-of-mouth remains the most prevalent and trusted restaurant discovery source. In response to this, operators can use social media to form genuine connections and authentic messaging, leveraging influencers who share their brand values – a modern-day word-of-mouth.

Use social media; don’t overlook TikTok

Research in this report finds that Facebook is the leading social media source for consumers to find new restaurants. However, TikTok should not be overlooked, especially when considering younger consumers who skew in favour of the platform, and increasing usage to find new restaurants among all consumers. Operators can use TikTok to their advantage. For example, late last year, Chipotle added new side options, namely a vinaigrette and vegetables, in response to a viral TikTok about their food.

Reveal ingredient sources to appeal to healthy lifestyles

Healthy ingredients are motivating people to try new restaurants, as consumers prioritise healthy lifestyles. Restaurant marketing strategies emphasising nutritional value and ingredient sourcing will appeal to those seeking fare that fits their lifestyle and dietary needs. Promoting better-for-you items at a discounted price will attract a larger audience than just health-focused consumers.

Inside the full report, you’ll gain access to a complete breakdown of restaurant marketing strategies, backed by independent research and statistics. Looking for something else? Browse our extensive foodservice market research.

Restaurant Types and Brands Covered

Restaurant types: This Report examines consumer attitudes, behaviour, and trends related to restaurant marketing strategies. FSRs and LSRs are included in the scope of this discussion, as well as all of food procurement (dine-in, takeout, delivery). See also Mintel’s QSR Market Report or Casual Dining Market Report.

Brands analysed: Starbucks, TGI Fridays, Applebees, Taco Bell, Chipotle, Subway, Dairy Queen, KFC, McDonald’s, and more.

Expert Analysis from a Foodservice Specialist

This report, written by Pooja Lal, a leading foodservice analyst, delivers in-depth commentary and analysis to highlight applicable marketing strategies for restaurants and bring expert context to the numbers.

Word-of-mouth recommendations from family and friends remain the most prevalent restaurant discovery source, followed in importance by reviews on social platforms that speak to taste, visual appeal, and service. The foodservice industry remains competitive, especially as consumers become more digitally connected, heightening the need to stand out through communications that promote unique menu offerings and transparency about food quality and corporate initiatives.

 

Pooja Lal
US Foodservice and Mintel Menu Insights