The Recipe: Your Marketing Isn't the Problem
"I've tried everything and it's not working."
I hear this from restaurant owners more than almost anything else. They've hired someone to run their social media, they've boosted posts, they've tried new platforms, and nothing moves the needle. So they assume the marketing is the problem.
The first thing I ask when an owner tells me their marketing isn't working is: who is your ideal guest? And the answer I get, more often than not, is some version of: "Hmm. I've never really thought about that."
That's okay. You're not alone, and it's also the most important thing you can get clear on, because once you do, everything else gets easier.
When you don't have a clear picture of who you're trying to attract, everything you put out into the world is aimed at everyone. Content needs a specific person to land, and without that, your posts, your photos, your promotions, and your vibe are all working harder than they need to.
I worked with a restaurant in a tourist town that was targeting guests who wanted to feel like they were on vacation. Great concept, obviously. But their staff were dressed head to toe in black, the kind of uniform you'd see at a banquet. We changed the uniforms to match the experience their guests were actually looking for.
When you know exactly who your ideal guest is, what they want, and how your restaurant delivers it, the decisions get so much easier. You're not wondering whether to post a reel or a carousel or whether Tuesday is a good day to boost a post. Every decision, from your uniforms to your menu descriptions to your Instagram caption, gets made in light of one question: is this right for my guest?
That's what it looks like to eliminate decision fatigue. And it's available to every restaurant owner who's willing to do the work of getting clear.
If you've been trying everything and nothing is sticking, the free Ideal Guest Profile worksheet is a good place to start. It walks you through exactly who you're serving, what that person wants, and how clearly your restaurant is delivering it. You don't have to figure it out on your own.
Download the free IGP worksheet here.