In April 2025, we surveyed 13 restaurant professionals and advertisers to get a closer look at how food service businesses are approaching marketing this year. This 30-question survey, delivered via SurveyMonkey, aimed to uncover what’s working, what’s not, and how these professionals are preparing for an increasingly competitive future.
From local bars to full-service dining rooms, here’s what restaurant marketers had to say…
1. Who Took the Survey?
The majority of respondents (61.54%) represented full-service restaurants, meaning many insights come from traditional, sit-down establishments. Another 15.38% were from quick-service restaurants, while the rest spanned caterers, bars, and bakeries — a mix that gives us a wide-angle view of the industry.
Many of these professionals have been in the game for a while:
- Nearly half have 20+ years of experience
- Most are between 45–64 years old
That level of experience gives weight to their insights — these are voices that have weathered economic changes, evolving trends, and major shifts in consumer behavior.
2. The Market Is Fierce — and Only Getting Tougher
Over 61% said their market is “very competitive,” which isn't surprising in an industry where diners have countless options and loyalty is hard-won.
Their biggest concerns for the next 5–10 years?
- Labor shortages (38.46%) – A persistent issue affecting hiring, retention, and service quality.
- Rising costs (30.77%) – From ingredients to rent, many are struggling to maintain profitability.
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3. Branding Is a Must-Have, Not a Nice-to-Have
Nearly 85% of respondents said branding is “extremely important”, and the remaining 15% still considered it moderately important. In other words: no one undervalues brand identity.
Strong branding builds trust, helps customers remember you, and creates that “feel-good” factor that keeps them coming back. Whether it’s through logo consistency, social media tone, or a branded postcard in the mail — it matters.
4. 2025 Marketing Goals: It’s All About Growth
When asked about top marketing goals for the year:
- 38.46% said their #1 priority is acquiring new customers
- 15.38% want to boost brand awareness
- Another 15.38% aim to improve the customer experience
It’s clear that restaurants are looking to grow their footprint and strengthen loyalty — and they're willing to invest to make it happen.
5. Strategy vs. Struggle
Marketing isn’t easy, especially when you’re wearing a dozen hats. Here are the most common hurdles:
- 38.46% struggle to measure return on investment (ROI)
- 23.08% said budget constraints hold them back
- 15.38% cited a lack of marketing know-how
That last stat is especially telling — restaurant owners know they need to market smarter, but many need help getting there.
As for planning:
- About a third plan several months in advance
- Another third plan just one month out
- 61.54% spend less than $1,000/month on advertising
Clearly, most are working with lean budgets, which makes cost-effective marketing channels more critical than ever.
6. Marketing Effectiveness: Some Progress, But Room to Grow
Most respondents said their marketing is “somewhat effective”, but few felt it was firing on all cylinders.
Top pain points include:
- Targeting the right audience (38.46%)
- Attributing results/ROI (23.08%)
- Managing multiple platforms (23.08%)
The takeaway? Multichannel marketing is necessary — but many restaurant marketers are feeling stretched thin when it comes to execution.
7. What Kinds of Leads Matter Most?
- Phone calls (23.08%) were seen as the most valuable leads — likely because a ringing phone often means someone is ready to book, order, or ask questions with high intent.
- Other important lead sources included social media DMs, web forms, referrals, and social followers — all signs that digital engagement is still a priority.
How fast are these leads converting?
- 30.77% said conversion happens in just a few days
- 23.08% said within one week
That fast turnaround time signals a huge opportunity for channels that deliver direct, trackable engagement.
8. Which Marketing Channels Are They Using?
Top channels in 2025 include:
- Facebook Ads (76.92%)
- Email marketing (69.23%)
- Instagram Ads (53.85%)
- Direct Mail (46.15%)
It’s no surprise that social media leads the pack. But nearly half of respondents are using direct mail — and as you’ll see next, it’s outperforming expectations.
9. Which Channels Deliver the Best ROI?
Here’s where things get interesting:
🥇 Direct Mail topped the list, with 41.67% saying it delivers the best return on investment.
That’s right — not Facebook, not email, not TikTok. Direct mail. The old-school, hold-it-in-your-hand kind.
Why is this surprising? Because while digital platforms dominate usage, direct mail quietly wins when it comes to results. It’s less saturated, more memorable, and often lands directly in the hands of decision-makers.
Other top performers:
- Facebook Ads (33.33%)
- Email (25.00%)
The takeaway: Digital gets used more, but print is pulling ahead where it counts — in actual ROI.
10. Social Media Snapshot
Most Used Platforms:
- 83.33% use Facebook
- 75.00% use Instagram
- 33.33% are testing TikTok
Performance Ratings:
- 41.67% said social was delivering “good” results
- 25.00% rated it as break-even
- 25.00% called it weak
These numbers show promise, but also signal a need for better content, more consistent engagement, or stronger targeting strategies.
11. What’s Changing in 2025?
- 50.00% plan to increase digital marketing — a sign that digital presence is still non-negotiable
- 36.36% plan to invest more in direct mail — that’s a huge nod to how powerful physical marketing remains
This shift indicates a growing appreciation for blended strategies that meet customers both online and offline.
12. Blending Direct Mail + Digital? Yes, Please.
- 25.00% of restaurant marketers say they always integrate direct mail with digital campaigns
- Another 25.00% plan to start doing so this year
That means half of restaurants are already exploring or embracing multichannel marketing — and those who do are often the ones seeing better results across the board.
13. Marketing Management and Preferences
When it comes to campaign execution:
- 50.00% prefer DIY self-service platforms
- The other half prefer to hire professionals — showing equal demand for autonomy and expertise
Same goes for design:
- 50.00% design their own ads
- 50.00% work with pros
Bottom line: There's no one-size-fits-all here — just a shared desire for tools that are efficient, effective, and easy to use.
14. The Tools They Rely On
Most-used tool:
- Google Analytics (63.64%) — no surprise, it’s the industry standard for tracking web performance
Others like Mailchimp, HubSpot, and Salesforce saw limited usage, suggesting smaller businesses may still be finding their footing with more advanced platforms.
15. AI Is on the Radar — But Still Emerging
Here’s where things stand with AI adoption:
- 41.67% use AI a little
- 33.33% use it moderately
- 25.00% don’t use it at all
While AI isn’t a core tool for most yet, interest is clearly growing. Expect more usage in areas like ad writing, social scheduling, and even automated customer service.
Final Thoughts
This survey paints a clear picture: Restaurant marketing is evolving fast, and business owners are doing their best to keep up.
While digital advertising and social media are essential, it’s direct mail that’s quietly delivering the highest return. With its ability to cut through digital clutter and drive real results, it’s gaining momentum in the food service space — especially when paired with digital campaigns for a multichannel boost.
At the end of the day, restaurants don’t need to reinvent the wheel. They need the right mix of strategy, support, and tools to help them connect with customers — both online and at the mailbox.