It’s one thing to have great food and a cozy atmosphere, and another to get people through the door for the first time. Every restaurateur wants more first-time guests, more online orders from people nearby, and a steady stream of locals saying, “Let’s try that place tonight.”
With that said, we prepared a practical playbook of promotion ideas that bring in new guests right now. Each one includes how to run it, what to measure, and why it actually works in 2025’s competitive dining landscape. Let’s get started, shall we?
1. Make Your Google Business Profile a Conversion Machine
Most diners start on Google. Local results depend on relevance, distance, and prominence.
Reviews and complete information help you show up for the right searches and make it easy for new customers to book or order.
How to run it
- Fill every field: categories, holiday hours, menu links, reservation or ordering links, accessibility and amenities.
- Upload 10 to 20 high-quality photos covering dishes, interior, exterior, and your team. Even small branded touches, like a keychain custom giveaway can show off your style.
- Turn on messaging and respond quickly.
- Post weekly updates for offers, events, and seasonal menus.
What to track
- Calls and website clicks from your profile
- Direction requests
- Views of photos and posts
Google itself highlights reviews, completeness, and prominence as ranking factors in Maps and Search, so treating your profile like a storefront window is essential.
2. Earn and Respond to Reviews Systematically
Reviews rank among the top deciding factors for local purchase choices. BrightLocal’s 2025 survey shows most consumers read reviews across one or two sites before using a business. Toast also reports that large majorities read reviews before buying.
How to run it
- Train servers to ask happy tables for a review and place a QR code on receipts.
- Follow up online orders with a polite review request 24 hours later.
- Reply to every review within 24 to 48 hours.
What to track
- Volume of new Google and OpenTable reviews
- Star rating trend and sentiment themes
Keep your requests neutral. Incentivized reviews can be penalized as Google and UK regulators tighten enforcement on fake or manipulated reviews.
3. Launch a “First-Timer Welcome” Offer That Pays for Itself
Lowering risk for first visits increases trial. When done right, it targets newcomers without discounting regulars.
How to run it
- Offer a first-visit dessert or appetizer with a reservation via your booking link or a code for the first online order.
- Require email or SMS sign-up at redemption to capture contacts for remarketing.
What to track
- Redemptions from new guests
- Repeat rate within 60 days
4. Use Early-Dining Pricing to Fill Quiet Hours
Early seatings have grown in popularity, especially 17:00 to 18:30 slots. Platforms like First Table help restaurants sell early tables to new customers and remarket them later.
How to run it
- Create an “Early Taste Menu” at a set price during early weekday hours.
- Promote via Google Posts, Instagram, and your reservation platform.
What to track
- Seat utilization between 17:00 and 18:30
- Upsell rate on beverages
5. Build a Simple, Sticky Loyalty Program
Top operators drive a large share of transactions through loyalty members. A 2024 analysis found leaders hit 30 to 37 percent of transactions from loyalty guests.
How to run it
- Offer points for every euro spent, plus double points on weekdays.
- Give an instant perk on sign-up to convert new guests immediately.
- Integrate loyalty sign-up into Wi-Fi splash page, online checkout, and QR codes on check presenters.
What to track
- Member acquisition per week
- First-to-second-visit conversion rate
6. Create “Bring-a-Friend” Referral Rewards
Word of mouth is the most trusted influence channel globally. Nielsen reports recommendations from people we know are trusted by 88 percent of respondents.
How to run it
- Give existing guests a unique code. When a friend redeems, both get a reward on the next visit.
- Include referral instructions in the post-visit email.
What to track
- New guest accounts created via referral
- Revenue from referred parties
7. Social Media That Sells, Not Just Scrolls
Consumers rely on social for discovery and decisions. Sprout Social’s 2025 data shows social content influences spontaneous purchases and is where people keep up with trends.
How to run it
- Focus on two platforms where your audience is most active.
- Post short videos showing one irresistible dish, price, and how to book or order today.
- Answer DMs fast – most users expect replies and will switch to a competitor if ignored.
What to track
- Clicks to your reservation or ordering links
- Bookings within 24 hours of posts
8. Micro-Influencer Tastings With Trackable Links
Food creators drive real-world traffic when content is local, authentic, and includes a clear call to action.
How to run it
- Host two creators with 10k to 50k local followers each month.
- Give unique booking links or codes so you can measure conversions.
- Require a 15 to 30-second vertical video plus a story with your booking link.
What to track
- Reservations or orders from creator links
- New follower growth within 72 hours of posts
9. Put Experiences on Your Reservation Platform
Diners increasingly book experiences like tastings, classes, and chef’s counters. Reservation platforms have leaned into themed experiences.
How to run it
- Add ticketed pasta class nights or a prix fixe chef’s table on slower days.
- Bundle with a welcome drink to raise average check size.
What to track
- Experience bookings vs regular tables
- New customer share within experiences
10. Feature Mid-Week Group Offers
Group dining is trending up, with growth in parties of six or more.
How to run it
- “Table for 6” package Tuesday to Thursday, with sharables and a set price per person.
- Promote to offices and coworking spaces nearby.
What to track
- Group bookings mid-week
- Incremental covers per shift
11. Optimize Your Menu for First-Time Conversion
New guests need low-risk on-ramps to try unfamiliar kitchens.
How to run it
- Add a “First Visit Favorites” section on the menu and on delivery apps.
- Use simple dish names, clear descriptions, and price transparency.
- Pair with a limited-time new-guest code.
What to track
- Sales share of “First Visit Favorites”
- Return rate of new guests who ordered those items
12. Run Geo-Targeted Ads Around High-Intent Moments
Local ads that connect your Business Profile and map presence drive action from nearby searchers.
How to run it
- Target a 2 to 5 km radius around your address at lunch and early dinner.
- Bid on cuisine and neighborhood terms, point to your reservation link.
What to track
- Calls and directions from ads
- Bookings attributed to ads
13. Build a Photo-Forward “Menu Landing Page” for Social and Ads
Reducing friction from explore to book increases conversions.
How to run it
- A fast page with top 10 dishes, price, and two buttons: Book a table, Order now.
- Add your best 20-second dish videos.
What to track
- Click-through to reservation or ordering
- Conversion rate on the page
14. Email That Actually Gets Opened and Acted On
Email remains one of the highest ROI channels. Litmus reports that a typical ROI ranges between 10:1 and 36:1.
How to run it
- Send one weekly digest: new dish, one event, one weekday deal, book or order link.
- Segment by new vs returning guests. Give new subscribers a limited-time offer valid only Monday to Thursday.
What to track
- Bookings or orders within 48 hours of each send
- New subscribers per week
15. SMS for Today-Only Seats and Last-Minute Offers
Text messaging remains a fast, heavily used channel for timely promotions.
How to run it
- Use SMS for small, timely blasts, such as “two tables opened at 19:00.”
- Collect SMS opt-ins at reservation and checkout.
What to track
- Clicks and redemptions from SMS links
- Unsubscribe rate
16. Turn Wi-Fi Into a List-Building Engine
Free Wi-Fi is an easy value exchange. Ask for email or SMS consent on the splash page and tag those guests as “on-premise first-timers” for targeted follow-ups.
How to run it
- Offer the “Next Visit Treat” if they opt in.
- Sync contacts into your email and SMS tools automatically.
What to track
- Net new contacts from Wi-Fi per week
- Return visit rate within 30 to 45 days
17. Co-Market With Neighbors
Cross-promotions expose you to new audiences with similar habits.
How to run it
- “Show a same-day movie ticket and get a free dessert” or “gallery night menu.”
- Swap flyers and social mentions with gyms, cinemas, galleries, and boutique shops.
What to track
- Redemptions tied to partner proof
- New guest share during partner events
18. Cause Night for Local Teams or Charities
Consumers reward purpose and community involvement. Large studies show people are more inclined to support brands that align with their values.
How to run it
- Pledge a percentage of Thursday sales to a local school team. Invite them to promote with their lists and socials.
- Put the event on your reservation platform with a clear call to action.
What to track
- Covers and sales that night vs normal
- Emails collected from attendees
19. Limited-Time Collabs and Pop-Ups
Novelty drives trial and press interest.
How to run it
- One-night menu collab with a local baker or farm.
- Sell a set number of tickets. Offer an early seating bundle to bring in new faces.
What to track
- Share of first-time guests at the event
- Social reach and press mentions
20. Food-and-Class Bundles People Book in Advance
Many diners want experiences worth planning for, not just a meal.
How to run it
- Offer a gnocchi workshop plus dinner every other Wednesday.
- Sell as a pre-paid ticket with a unique link for tracking.
What to track
- Ticket sales, waitlist size
- Percentage of attendees who return within 60 days
21. Corporate Lunch Kits and Office Drops
One office order can introduce you to 10 to 50 new mouths at once.
How to run it
- Create three price points for set trays and sides.
- Give a first-order discount code to the office manager and a bounce-back card in each box for employees.
What to track
- New individual orders within two weeks of each office drop
- Repeat ordering companies
22. Gift Cards With a Seasonal Sweetener
Gift cards remain a top gift choice during holidays, multiplying your reach to new recipients.
How to run it
- “Buy a 50 gift card, get a 10 bonus” during key holidays or city festivals.
- Let buyers preload recipient emails and schedule digital delivery.
What to track
- Cards sold and breakage
- First-time recipients who become repeat guests
23. Mid-Week Prix Fixe That Photographs Well
Bridges social discovery to immediate booking with a clear, value-anchored offer that looks great on video.
How to run it
- Three courses for a set price Tuesday to Wednesday. Include a vegetarian path.
- Record a 20 second plating reel and pin it to your socials.
What to track
- Reservations and orders mid-week
- Social saves and shares on the prix fixe post
24. Event-Based SEO and Listings
People search for what is happening near them, not only for cuisine terms.
How to run it
- Create calendar events on your site and list on local guides for quiz nights, live music, or tasting flights.
- Use structured data on event pages so they surface in search results.
What to track
- Organic visits to event pages
- Bookings tied to event traffic
25. Clean Up Your Online Ordering Journey
If the first order is slow or confusing, new guests bounce.
How to run it
- Keep the first-order banner at the top with a timed code.
- Show estimated prep time and pickup flow up front.
- Let people reorder a bundle in two taps next time.
What to track
- Checkout completion rate
- First-to-second-order repeat within 30 days
Practical Implementation Calendar
- Week 1: Audit your Google Business Profile, add missing info, upload photos, and publish your first Google Post. Ask staff to request reviews with QR cards.
- Week 2: Launch the first-timer offer, turn on email signup, publish the early-dining special, and post two short videos showing the dishes.
- Week 3: Invite two local creators for a tasting, each with unique booking links. Announce a mid-week prix fixe and schedule one experience night on your reservation platform.
- Week 4: Send your first weekly email digest. Set up a small geo-targeted ad radius during lunch and pre-dinner. Add a referral reward message in the post-visit email.
Common Pitfalls to Avoid
- Incentivizing reviews can trigger warnings or removal. Keep requests neutral and genuine.
- Promoting everywhere but linking nowhere – every promo needs one link that books a table or starts an order.
- Discounting regulars by mistake. Gate first-timers with codes or booking widgets so the offer stays focused on acquisition.
- Spraying content without responses. Social audiences expect quick replies; otherwise they move on.
Bottom Line
New customers usually arrive through three doors: search, social, and someone they trust. That means your Google presence, review flow, and social content must point to easy booking and clear first-time offers.
Layer in loyalty, referrals, early-dining pricing, and a couple of ticketed experiences, and you give people multiple reasons to try you now, then come back soon.
