You can have the best menu in town, impeccable service, and a solid digital presence… but if you don't know who you're talking to, your efforts risk missing the mark.
In such a competitive market, understanding your audience is a strategic advantage. It allows you to tailor your messages, promotions, channels, and even menus based on what your customers really want.
Why knowing your customers changes everything
In marketing, we often talk about “personas,” typical customer profiles.
But in catering, this translates concretely into questions like:
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Do my customers come mainly during the week, at lunchtime or in the evening?
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Are they young, in a hurry, with family, vegetarian?
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Do they order online or prefer to eat in?
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Do they come for the atmosphere or for the speed?
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What keeps them coming back?
The more responses you have, the more you can create messages, offers, and experiences that resonate .
How to know your customers better?
1. Analyze your existing data
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Use Google Analytics (GA4) to see who visits your site, when, and what pages they spend time on.
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On your delivery platforms (Uber Eats, DoorDash), see which dishes perform best, at what times and on what days.
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On your social networks, observe who is interacting, what content is working and what is being ignored.
2. Collect data smoothly
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Offer a newsletter subscription in exchange for a discount.
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Offer a digital loyalty card that collects some basic information.
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Use a simple CRM to track your regular customers' preferences (allergies, preferences, visit frequency).
3. Talk to your customers
Sometimes it's as simple as asking questions at the checkout or on Instagram:
“What dish would you like to see back on the menu?” “Do you prefer brunch on Saturday or Sunday?”
Tailor your marketing to your audience
Once you better understand who your customers are, you can refine your marketing:
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Advertising : Target specific audiences based on age, location, or interests (e.g., “downtown professionals” or “suburban families”).
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Content : If your audience is young, focus on TikTok or short formats. If it's more family-oriented, Facebook or newsletters will be more effective.
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Promotions : Offer what is truly relevant (e.g., discounted express lunch on weekdays for nearby workers).
Conclusion
Knowing your audience isn't about guessing, it's about observing, listening, and analyzing.
It's what allows you to speak the right language, on the right channel, at the right time. And in a market where every detail counts, understanding your customers better than your competitors is one of the most powerful levers for standing out and growing your restaurant.
Looking to streamline your digital efforts and attract more customers to your establishment? Hire a restaurant marketing agency that understands the industry's challenges and speaks your language.
