Most restaurant marketing is written as if the audience is a group of well-educated, native English speakers with disposable income – often with a young, urban and affluent vibe. The branding, language, imagery and context all tend to target this exclusive group.
But depending on your location and concept, your actual marketing audience may look very different. It is more likely:
Women, who are the primary drivers of food and dining decisions
People with dietary needs or preferences (vegan/gluten-free/allergies), who often influence decisions for their party
Older adults, the largest and fastest growing segment of the Canadian population
People who speak English as a second language
Budget-conscious diners
Tourists or seasonal visitors
Locals who are not deeply “food literate” in restaurant marketing language
Which raises a simple but important question:
Does the elevated audience vibe really match the regular diners you want to attract?
The hidden assumption in restaurant marketing
A lot of independent restaurant messaging is written for other operators, not guests. Familiar industry language often shows up with the intention of a “premium dining experience”:
“locally sourced”
“seasonally driven menu”
“culinary experience”
“elevated comfort food”
“chef-driven concept”
In today’s economy, these terms risk sounding too elevated OR, with rising prices on the daily news, too expensive for the average guest to consider for their dining out dollars. In today’s economic environment, the “too expensive” interpretation matters more than ever. Everyone knows prices are going up, do you really want to reinforce that message before people even get in the door?
Simple changes increase the approachability in terms of language and price:
“Seasonally inspired plates designed for sharing”
Try:
“Small plates made for sharing featuring local ingredients.”
Instead of:
“An elevated neighbourhood dining experience”
Try:
“A casual neighbourhood restaurant with fresh, local food.”
The difference is not sophistication. It’s showcasing that your restaurant is ready to welcome guests in today’s reality.
The real issue: clarity vs credibility
Restaurant operators often assume that more sophisticated language makes the restaurant feel higher quality. But for many real customers, the opposite is true. If someone has to decode your word choices, or if you use words that sound too expensive, they may simply move on. I personally love the idea of “Japanese served tapas style” – I just don’t think it conjures delicious shared plates of sushi for everyone the way it does for me!
For most dining out decisions, people are asking:
What is the vibe in this restaurant?
What kind of food do they serve?
Can I afford it?
Do they have options for my food preferences?
Will my guests and I feel comfortable there?
If your marketing doesn’t answer those questions quickly, it doesn’t matter how good your food is or how beautiful your food photography is.
Language is not the only barrier
Even when words are clear, they are not always the most effective tool. Restaurant audiences are often visually driven, time-limited and making decisions quickly (or when they are already hungry). This is when images need to do the heavy lifting.
Can someone scroll your social and get a good idea of what they can expect?
For many guests, especially tourists, seniors and ESL audiences, the image must tell your story and should immediately answer:
What kind of food is this?
How much food do I get?
What does a meal here look like?
Does this feel casual or formal?
If your images don’t do that, your words are doing all the work—and likely not reaching the broad spectrum of diners you need to be profitable today.
This doesn’t mean heavily stylized images, or expensive photography sessions, just real images of the food you serve, in the real portions that a diner can expect to have if they come in. If you can accurately reflect the tone and serving style in the images too, that’s an easy win. A hand serving a dish, a person holding a plate showcasing their apron or branded t-shirt: simple but effective.
A simple test of your marketing
Targeting marketing to your guests doesn’t mean diluting the message. It means removing interpretation gaps. Ask this honestly:
If someone was brand new to the restaurant, would they understand the food you offer and the dining experience they can expect in 10 seconds or less?
Then test:
your homepage
your Google listing
your Instagram bio
your menu descriptions
If the answer is no, the issue is not marketing creativity. It’s communication alignment. Attention spans are shrinking and decision windows are shorter so it’s worth a good effort to get it right.
The real opportunity
Restaurants that simplify their communication don’t become less interesting. They become more accessible for a broader pool of customers. Accessibility leads to:
more first-time customers
better word-of-mouth clarity (“it’s a casual pizza place with great wine”)
less confusion in expectations
and more consistent guest experiences
Because when people understand what you are, they are more likely to choose you, more likely to come back or to refer you to a friend.
Samantha
Samantha Scholefield brings more than 25 years of experience designing and delivering impactful programs for the foodservice and wine industries, with a strong focus on advancing the long-term sustainability of the sector. She has built a reputation for developing well-researched, strategic initiatives that balance operational realities with forward-thinking solutions.
Most recently, she has led the development of a Workplace Culture Program for the Chefs’ Table Society of BC, supporting small- and medium-sized restaurant operators in strengthening people practices, improving retention, and building more resilient businesses. This work includes the creation of a practical Workplace Culture Toolkit, providing operators with free access to industry-specific resources such as policy templates, onboarding tools, and performance frameworks designed to professionalize people management in hospitality.
Her approach is grounded in a deep understanding of the challenges facing today’s workforce, with a focus on translating best practices into realistic, usable tools for operators.
In addition to program development, she is an effective grant writer with a strong track record of securing funding for industry initiatives. Her ability to align organizational priorities with funding opportunities has resulted in over $2 million in grant funding secured for hospitality organizations.
Samantha Scholefield