Restaurant Marketing Plan: A 90-Day Plan From Audit to Repeat Orders
By Bruno Vasconcellos, founder of Beatus MídiasOctober 2, 2026 · 7 min read
What goes into a restaurant marketing plan before any ad runs?
Start with four decisions written down. The goal, such as more direct delivery orders or fuller weeknights. The area you can actually serve. The two or three dishes that are both popular and profitable. And the numbers you will check every week. A plan without these turns into random posting and boosted posts that nobody can evaluate. Add one more line: who owns the plan. Whether it is the owner, a manager or an agency, one person should be accountable for the weekly review.
What does the 90-day plan look like?
| Phase | Main work | Done when |
|---|---|---|
| Days 1 to 30: Foundation | Audit ads, website, ordering path and Google profile; install order tracking; set up consent capture and a customer list | Every order can be traced to its source |
| Days 31 to 60: Launch | Menu-first Meta and Google campaigns; AI assistant replying in seconds; thank-you and win-back messages | Ads produce orders at a cost you can measure |
| Days 61 to 90: Optimize | Pause weak ads and offers; add budget to winners; test new dishes and creative; build a repeat order offer | Cost per order and repeat rate are improving week over week |
Who does what each week?
- Monday: review last week on the dashboard: spend, orders, cost per order, average ticket, new versus returning customers.
- Tuesday: decide one change, such as a new dish ad, a new offer or a budget shift. One change at a time keeps results readable.
- Midweek: film or photograph new creative from the kitchen so ads never run stale.
- Friday: check that messages, review requests and replies went out and that the ordering page works.
Four mistakes break most plans. Launching ads before tracking works, so the first month is spent without knowing what sold. Sending clicks to a marketplace, so you pay for the click and then the commission. Changing everything at once, so nobody can tell which change helped. And ignoring the second order, so the plan keeps paying to win the same customer again. For sizing spend in each phase, read our restaurant marketing budget guide. If you prefer to hand the plan to a team, our method follows this same order, with a free audit and no lock-in contract.
The bottom line
Fix the foundation, launch with tracking, then optimize by cost per order. Ninety days is enough to know what sells, as long as you measure every week and change one thing at a time.
Frequently asked questions
How do I write a marketing plan for a restaurant?
Write down the goal, the area you serve, the dishes you want to push and the numbers you will check weekly. Then split the work into phases: fix tracking, the ordering page and your Google profile first, launch ads and follow-up next, then optimize by cost per order. Keep it to one page so the team actually uses it.
How long does it take for restaurant marketing to work?
Paid ads can bring orders within the first weeks once tracking and the ordering page are ready, but a reliable picture usually takes a few months of weekly adjustments. Local search, reviews and repeat order habits build more slowly. A 90-day plan gives enough time to fix the foundation, launch and learn which dishes and offers actually sell.
What should a restaurant marketing plan measure?
Measure what connects to money: orders, cost per order, cost per new customer, average order value and the share of customers who order again. Track the share of orders that come through your own channel versus delivery apps too. Likes, reach and clicks help diagnose problems, but they should never be the main result in the plan.
Want more orders on your own channel?
Free audit of your ads, ordering page and follow-up, with no lock-in contract.
Get my free audit