Restaurant Marketing Workshop
Dishing out local store marketing secrets for restaurants
Hoping to build a loyal customer base in their neighborhoods, restaurant owners can learn actionable local store marketing tactics at the upcoming Restaurant Marketing Workshop in Indianapolis on June 2nd and 3rd.
May 20, 2025 by Mandy Wolf Detwiler — Editor, Networld Media Group
Hoping to cultivate a loyal following in your town? While "local" is the buzzword for thriving businesses, many brands stumble when it comes to forging genuine connections in their own backyards. But there's a powerful key: local store marketing.
For restaurants, local store marketing isn't just about attracting hungry patrons; it's about becoming a beloved neighborhood fixture. Think beyond fleeting online ads and embrace the power of community engagement. By weaving your restaurant into the fabric of the local community, you cultivate not just customers, but loyal advocates who see your establishment as an extension of their own neighborhood.
A panel of industry experts will soon delve into the secrets of hyper-local engagement, revealing the most effective techniques and tailored strategies to not just get noticed by your neighbors, but to build lasting customer relationships at the Restaurant Marketing Workshop, held in Indianapolis, Indiana, June 2-3.
Panelists for the session include Toni Martinez, senior account executive for direct2you; Courtney Mazzella, VP of client services for Champion; Katie Reed, fractional field marketing agent for multiple brands like Capriotti's and Mahana Fresh and Julie Wade, head of marketing for Taziki's. The session is sponsored by direct2you.
We talked to Martinez and Reed to learn more about local store marketing.
Q. Beyond traditional advertising, what is one specific and actionable local store marketing tactic that businesses can implement today to see a tangible increase in community engagement and customer loyalty within their immediate neighborhood?
Reed: One of the most impactful and immediately actionable LSM tactics is partnering with nearby schools, youth sports leagues and nonprofits to host fundraiser nights. This simple but effective format invites the organization's supporters to dine in or order out on a specific day, with a percentage of sales donated back to their cause. It's a win-win: the organization benefits financially, and the restaurant sees increased traffic, sales and brand exposure.
On average, a well-promoted fundraiser can introduce 15-20 new customers to your business in one night. And because these guests often dine as families or in groups, check sizes tend to be higher than average. This kind of community first marketing not only drives short term results but also builds lasting customer loyalty by aligning the brand with causes people care about right in their own neighborhood.
Martinez: One specific and highly actionable local store marketing tactic that businesses can implement today is to tailor in-store promotions around the unique demographics of their immediate customer base. The key is having a deep understanding of who their customers are and when they engage with the store. For example, if a business recognizes a strong presence of senior customers, it can introduce a "Seniors' Hour" with special discounts during a typically slower time of day. This not only shows appreciation and creates a sense of belonging for that community segment, but it also drives traffic during off-peak hours. With this strategy, businesses can foster stronger loyalty, shift purchasing habits and build lasting relationships right in their own backyard.
Q. Many local businesses have limited budgets and staff. What are some cost-effective and easily manageable local store marketing strategies that smaller brands can prioritize to build those crucial neighborhood connections without overstretching their resources?
Martinez: If you're a local business working with a tight budget and small team, direct mail postcards are an effective and manageable marketing tool. The upfront cost might seem higher than digital options, but many of our customers find that postcard campaigns often lead to a lower cost per acquisition. What really counts isn't just how much you spend — it's how well that spend brings in new customers or keeps loyal ones coming back. The secret is knowing your audience and focusing on meaningful touchpoints. It's not about constant discounts — it's about thoughtful, timely campaigns. A simple thank-you postcard or a seasonal offer (like an LTO) for returning customers can go a long way in building loyalty and a strong connection with your community, without overloading your resources.
Reed: For local businesses with limited budgets and small teams, one of the most effective and manageable strategies is to create a simple neighborhood ambassador program. This means identifying five to 10 loyal customers (like regulars, nearby employees or local parents) and inviting them to help spread the word in exchange for free food. These ambassadors become trusted voices in the community, organically driving awareness and traffic without paid advertising
In addition, small businesses can benefit from cross-promotion with nearby retailers. For example, placing coupons in each other's bags or offering a special perk (like 10% off or a free menu item) to customers who show same day receipts from the partner business. It's a simple, no-cost way to incentivize trial, build goodwill between businesses, and create a local ecosystem where everyone wins.
Q. What are some local nuances or community-specific insights that brands should keep in mind when tailoring their marketing strategies to resonate authentically with residents and foster those lasting relationships you mentioned?
Martinez: When it comes to local marketing, it's important to understand the community you're trying to reach. It starts with knowing who your customers are, where they are coming from, and what matters to them. For instance, if your area has a lot of new residents, you've got a great chance to connect before they settle into routines — a timely intro to your business with a reason to come in (ex] compelling offer) can make a big impact. But if most people have lived there for years, it might take a bit more time and consistency to earn their trust. With frequent outreach, strong offers, & community-minded efforts, you can slowly but surely turn long-time locals into loyal regulars.
Reed: To succeed with local store marketing, brands need to do more than drop flyers, run promotions, and run media. They need to understand what truly matters to the people in their neighborhood. That means paying attention to local nuances: What events bring the community together? Are there youth sports leagues that drive weekend traffic? Are there cultural or religious groups that shape the local calendar or values?
This kind of insight helps you show up in the right places, at the right times, with the right tone. For instance, sponsoring a Friday night football program might mean everything in a small town in Texas, while showing up at a neighborhood clean-up or local pride event might be the key to connection in downtown Boston. Even your messaging should reflect the local personality; whether it's fun and quirky or family first and heartfelt.
At its best, local store marketing is about being the mayor of your community; knowing your regulars by name, supporting the causes they care about, and being visible in everyday moments that matter. When brands approach their neighborhoods with this level of care and consistency, they stop feeling like businesses and start feeling like part of the fabric of the community. And when that happens, sales follow because people love to support businesses that support them.
To register for the Restaurant Marketing Workshop, click here.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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