In the digital age, grabbing the attention of consumers is a fierce competition. Invesp reports that, on average, people are exposed to 1,700 banner ads monthly, but only see half of them. The food and restaurant industry is a prime example of this saturated environment, where new businesses can easily get lost in the crowd. Without making a strong impression, your effort in crafting restaurant advertisements will be wasted.

Have you established the foundation for your next food ad campaign? Whether you’re introducing a new menu item, building awareness for your new restaurant, or trying to expand your online presence, a laser focus on your goal is essential. It might seem straightforward, but surprisingly, many brands lose sight of this in their attempts to stand out.

Let’s explore 10 strategies to significantly improve the effectiveness of your food advertisements.

P.S. Looking for advice on Facebook advertising during the COVID-19 pandemic? Check out our article: 5 Ways Restaurants Can Use Facebook Ads During COVID-19.

Food ad tip #1: Connect with your diners emotionally

Your restaurant ad has the ability to deliver a powerful message to your target audience. Just like people, every brand possesses a distinct personality and set of values. If you were to personify your restaurant, how would it communicate? What kind of message are you aiming to convey? Remember, no one pays attention to meaningless noise. NeuroMarketing indicates that campaigns driven by emotions are almost twice as successful as those relying solely on logic!

Coca-Cola’s Remove Labels This Ramadan campaign, advocating against social prejudice, is a great example. The campaign’s universal message resonated with many, resulting in an impressive 51% increase in their product consumption.

When incorporating emotional content, consider this: What message do you want to send to your diners? Perhaps your restaurant is passionate about reducing food waste or committed to using organic ingredients. Remember, like attracts like. Don’t hesitate to showcase the values your restaurant genuinely upholds!

Food ad tip #2: Use visual storytelling to keep things engaging

Nothing frustrates your audience more than seeing the same tired concepts recycled repeatedly! Using fresh and original images in your ads can be revitalizing for your diners. They say a picture is worth a thousand words, and there’s truth to that! In fact, 55% of viewers remember content better when visuals are involved.

Today, you only have about 8 seconds to capture a consumer’s attention. Therefore, using imagery to tell your restaurant’s story is a smart move.

Visual storytelling centers on showing rather than telling. However, not everyone is a natural storyteller or creative genius. But that’s perfectly fine! There are many helpful tried and tested principles to guide you. Even watching a movie is a form of exposure to storytelling techniques. Whether your food ad is on Facebook, Instagram, Pinterest, or YouTube, they all have the potential for storytelling. Ultimately, it’s all about capturing the essence and visual representation of your restaurant effectively.

Food ad tip #3: Experiment with color

Color isn’t just about aesthetics – used strategically, it can influence consumer behavior. A glance at different restaurant ads reveals a pattern: fast food chains often use bright, energetic colors, while luxury brands favor darker tones to convey sophistication and exclusivity.

This infographic from Kissmetrics on the psychology of colors and consumer behavior illustrates this concept perfectly!

While experimenting with color, remember to prioritize contrast. Using red text on a cyan background, for example, will only create an eyesore. While your diners want to learn about your offerings, clashing colors will make your ad unbearable to look at, rendering it ineffective. Contrast is key. If your dish has light colors, avoid a white background.

Discover more restaurant website examples here.

Food ad tip #4: Don’t misrepresent your restaurant

“We’re vegan-friendly! We only use fresh ingredients!”

These claims are frequently used to attract today’s discerning consumers, who are increasingly conscious of their food choices. Facts build trust, which is paramount. In fact, 54% of users avoid clicking on banner ads simply because they lack trust. To avoid falling into the trap of misleading advertising, make sure your claims are genuine.

In 2010, Kellogg’s faced accusations for misleading consumers with claims of Rice Krispies’ “immunity-boosting” qualities. The Federal Trade Commission intervened, halting the misleading ads.

There’s a fine line between presenting an enticing offer and misrepresenting your restaurant. Before launching any campaign, verify your information to avoid potential harm to your brand.

Food ad tip #5: Keep up with food industry trends

You don’t need to be a social media aficionado or active on every communication channel. However, understanding current trends among your target audience can provide valuable opportunities to boost your sales.

Remember the Pokémon Go craze that swept the internet? Consider aligning your food ads with trending restaurant topics or offering dine-in deals connected to popular events. Don’t be afraid to capitalize on trends! You might be amazed by the positive impact on your business.

Google Trends is a free tool that restaurant owners and marketers can use to monitor keyword search trends globally or within specific regions. For instance, if you type “cookies” into Google Trends, you’ll see a surge in searches every December for the past five years, coinciding with the holiday season.

There are countless examples of brands leveraging trends successfully, but one of our favorites involves Oreo. During the solar eclipse in March 2015, Oreo capitalized on the hype, turning it into their highest sales month ever. We’re talking about a 35% sales increase in just one month. Want to know the secret to their advertising triumph? Check out this video.

Food ad tip #6: Choose the right platform to build your audience

Even the most compelling ad is useless if it’s on the wrong platform. With numerous options available, where should you begin? From social media (perfect for personalizing your connection with diners) to websites, blogs, and even offline channels, every platform offers a chance to showcase your restaurant. Are your customers requesting takeout options or wishing for online ordering? Reaching your target audience on the right platform is crucial.

Domino’s brilliant marketing campaign provides valuable insights. By simply allowing customers to order pizza directly through Twitter, Domino’s gained coverage from media giants like USA Today and Forbes. More significantly, over 50% of Domino’s orders now originate from digital channels.

Domino’s clear instructions on how to order using the #EasyOrder hashtag on Twitter

Food ad tip #7: Craft effective calls to action

You’ve created a fantastic restaurant advertisement and placed it on the ideal platform, but the results are underwhelming. What could be missing?

A compelling and well-crafted Call to Action (CTA) could be the answer.

According to Unbounce, more than 90% of visitors who read your headline also read your CTA. This emphasizes the importance of making your ad’s CTA specific, creative, and aligned with your advertisement’s objective. Provide a compelling reason for consumers to take action – give them a reason to click!

Want to increase orders? “Treat yourself now!” might be the perfect nudge. Announcing a new branch opening? “Be the first in line” could be a good fit. Compared to a generic “Click Here,” a creative and effective CTA significantly increases the likelihood of consumer engagement.

McDonald’s Quarter Pounder Deluxe ad enticing consumers with a “Make It Better” call to action.

Food ad tip #9: Have fun with hashtags

Hashtags are a powerful tool to get your restaurant trending. Go beyond simply gaining followers for marketing purposes and use creative hashtags to make lasting impressions on your diners. When used strategically, hashtags can add a playful touch to their dining experience! Engage your audience and boost awareness for your restaurant. Even better, explore ways to involve consumers online without them needing to physically dine in.

It can be as simple as sharing photos of your menu items with your restaurant hashtag! For instance, Catch 122 Cage Bistro has accumulated over 2,000 photos of their menu items on Instagram using the hashtag #Catch122Menu. This approach not only provides free marketing but also allows diners to participate in the online conversation just by using a simple hashtag.

Food ad tip #10: Design stunning, high-quality menus

Meet the silent hero of your restaurant’s sales team—your menu! A visually appealing menu that reflects your restaurant’s personality creates a lasting impression on diners. A well-designed menu, often the first thing diners focus on, sets the stage for a positive dining experience. It also shapes their expectations for the remainder of their visit. No one enjoys deciphering a crumpled piece of paper with illegible text to order food. Your menu needs to work for you.

Leverage online tools like Canva or iMenuPro to create high-quality marketing materials that you can customize to your liking. With a wide range of basic templates, building your own menu is a breeze!

Take it a step further and satisfy your customers’ cravings by allowing them to order directly from your online menu. 2016 marked a turning point where restaurants began adapting to the rising demand for online ordering. Creating an online presence for your brand, particularly with an online ordering system, allows you to expand your reach beyond your physical location.

In the dynamic and competitive restaurant industry, every restaurant marketer aspires to be the go-to brand in their niche. The good news is that technology has made it easier than ever to connect with diners. Whether through digital or traditional methods, the marketing landscape for food and restaurant brands has undoubtedly transformed. By embracing the right mix of innovative tactics, restaurant owners can overcome seasonal slumps and thrive! If you’re looking for strategies to navigate the challenges of COVID-19, check out our article on 5 Clever Strategies for Restaurant Marketing During COVID-19.