Which Digital Channels to Leverage for Building Your Restaurant's Brand

Key Takeaways:

• Nearly 90% of local searches on mobile lead to visits or calls within 24 hours.
• A strong Google Business Profile helps diners find and trust your restaurant.
• Engaging social media content humanizes your brand and attracts loyal followers.
• 68% of diners are discouraged from visiting a restaurant due to a poor website experience.

Did you know that 77% of diners check a restaurant’s website before deciding where to eat? 

That means your branding shouldn’t only be reflected in your decor. 

It should be digital. 

Your customers are online, and they expect your brand to be there too. 

How do you do that? 

Read on as we break down the five digital channels that can significantly impact your restaurant branding. 

Your Website

Think your website is just a digital menu? 

Well, it’s your digital storefront, a round-the-clock maître d’ that sets the tone for your brand and often makes the first impression on potential guests. 

Whether someone finds you through local listings, social media, or word of mouth, they’ll likely land on your site before making the walk to your front door. 

Statistics confirm this. 

According to MGH, a full-service marketing communications agency, 77% of diners say they are likely to visit a restaurant's website before they dine in or order takeout or delivery. 

Why? 

To explore the menu, check out the ambiance, learn your story, and see your food photos. 

In fact, 45% of consumers do the latter.

Illustration: Tablein / Data: MGH

If your site fails to engage or offer a smooth booking path, they’ll bounce faster than a servicer on a double shift. 

The same restaurant website survey by MGH found that 68% of diners are discouraged from visiting a restaurant because of its website. 

Illustration: Tablein / Data: MGH

And it’s not just about looks or layout; speed plays a huge role in website experience. 

According to research by Portent, a website that loads in 1 second has a conversion rate of 39%, but that drops to just 22% if it takes 5 seconds.

Illustration: Tablein / Data: Portent

So, make sure you’re not undermining the speed of your website in efforts to make it attractive. 

All things considered, your website is essential for turning interest into action. 

To deliver that seamless, branded experience, your website has to reflect your tone, visuals, and personality. 

This is where Tablein, an online restaurant management platform, steps up. 

Tablein offers custom website themes that allow you to fully align your online presence with your in-house vibe. 

Source: Tablein

Whether you’re a rustic pizzeria or a fine-dining hotspot, your site can now mirror your dining room—from fonts to colors and layout. 

Tablein also provides custom-made booking widgets, which can be designed according to your branding guidelines.

Source: Tablein

Think about it: it’s restaurant branding on a plate, served hot! 

If you want a real-life example of an on-brand website, look at Girl & the Goat’s website. 

Source: Girl & the Goat

Their website is immersed in their brand color—green and brown—along with plenty of photos of their food and interior, painting a picture of what guests can expect before they even make a reservation. 

Speaking of reservations, their booking button is prominently displayed at the top, leading to a smooth, on-brand booking journey. 

Source: OpenTable

So, if you’re wondering which digital channel to focus on first to boost restaurant visibility, start with your website. 

It’s your brand’s front-of-the-house in the digital world. 

Social Media

In today’s scroll-happy world, social media is one of the main ingredients in your restaurant branding recipe. 

Platforms like Instagram, Facebook, and TikTok offer restaurants a way to show up in their guests’ lives every single day. 

They help build your restaurant’s digital footprint through visual storytelling, emotional connection, and real-time interaction. 

You step out of the kitchen and into the conversation to show not just what’s on the plate, but who’s behind the pass. 

In fact, 45% of U.S. diners said they’ve tried a restaurant for the first time because of a post they saw on social media. 

Illustration: Tablein / Data: MGH

That’s nearly half of your potential foot traffic walking through the door because your feed made them stop and drool. 

The secret sauce? 

Consistency and authenticity. 

Posting behind-the-scenes kitchen prep, showing your head chef’s signature move, or spotlighting a heartwarming regular—these moments humanize your restaurant’s brand identity and build trust. 

Take Franklin Barbecue in Austin, for example. 

Their brisket is the star, but it’s the personality they serve on Instagram. 

Meal prep, happy customers, pit smoke.

Source: Franklin BBQ on Instagram

All of these make them relatable and keep followers engaged. 

But what can you do in this regard?

First, use interactive features like polls and Q&As. 

Engage your followers by asking fun, on-brand questions like “What’s your go-to dessert?” or run ensemble polls in Stories. 

Mei Mei, a dumpling business from Boston, used this to foster two-way dialogues and turn passive scrollers into active ones. 

Source: Toast

Second, repost user-generated content. 

When diners share their food or a fun night out, repost it on your channels (with credit), as Condado Tacos does on Instagram.

Source: Condado Tacos on Instagram

When customers tag your restaurant in their posts, that’s not just free publicity but social proof at its finest. 

Make it count. 

You get eye-catching visuals while your diners get a moment in the spotlight. 

Third, share your origin story or behind-the-scenes brand content because guests love understanding the intent behind your restaurant. 

Post short clips about the origin story, like Franklin BBQ does. 

Source: Franklin BBQ on Instagram

This builds authenticity, makes your brand feel human, and deepens connection. 

Fourth, share special offers or limited-time promotions. 

This not only attracts new customers but also builds trust and increases engagement among your regulars. 

Look at how Din-Tai Fung, a Taiwanese restaurant chain specializing in Chinese cuisine, did it for their holiday gift-card program. 

Source: Din Tai Fung on Instagram 

It’s this emotional connection, this ability to spark a reaction, that turns everyday posts into powerful branding tools. 

Laureen Moyal, Creative Director at Paperwhite Studio, a design firm, agrees:

Illustration: Tablein / Quote: CNN Business

When sharing content on social media, ask yourself: 

Are you just posting, or are you building a brand story? 

Social media sparks daily engagement and emotional resonance. 

But once guests leave your page, how do you stay in touch?

That’s where email marketing steps in. 

Email Marketing

Social media and websites are effective digital assets for your restaurant, but both require the customer to approach YOU. 

Email marketing is different. 

It’s a cost-effective and reliable way to maintain direct contact with your guests by reaching them in THEIR inbox. 

No algorithm. No gatekeepers. No search engine optimization—arguably the biggest benefit of email marketing. 

It’s one of the best digital marketing channels for restaurants to build long-term relationships, offering an ROI of $10-$36 per $1 invested. 

Illustration: Tablein / Data: Litmus

Whether you’re announcing a new brunch menu, highlighting a signature dish, or sending out targeted promotions to your regulars, email lets you nurture guests when they’re not on the premises. 

Since emails in the restaurant industry have an average open rate of 40%, you can be confident your messages are being seen. 

But the real challenge is to make sure that exposure translates to one of these three outcomes: 

• Trust
• Booking or visit 
• Appreciation 

And how do you do that? 

First, by segmenting your diners into different groups, such as loyal patrons, first-timers, and loyalty program members. 

When you send personalized emails to your customers, the chances of success increase. 

Michael Marcolin, the owner of QB Sports, a family-friendly sports bar and eatery, describes the effectiveness of segmentation: 

Illustration: Tablein / Quote: Gradient

Several studies support what Marcolin stands by. 

One study by Adentro found that restaurants using deeper personalization, like visit behavior, saw average open rates of 31.47% compared to the 20-28.9% benchmark. 

Illustration: Tablein / Data: Adentro

You can execute segmentation easily. 

Just pull the reservation history from your POS system, and then create relevant segments such as “Birthday this month” or “Only ordered takeout.”

Now that you’ve done that, it’s time to create high-quality email content & design. 

This means a scrollable, easy-to-read email that includes the following features:

• Hero section with an attractive image (food photography or location shot)
• On-brand voice, whether it’s cozy, upscale, or playful (vague messaging is one of the biggest branding mistakes that restaurants make)
• Mobile-friendliness and scannability, since 42% of the guests open emails on their phones
• On-brand CTA buttons such as “Reserve Now” or “Follow on Instagram”

If you manage to do this, you’ll increase your conversion, just like Tate Dining Room did. 

Their special menu email campaign generated $7.28 per email sent, 5x the industry norm, driven solely by brand-consistent emails. 

And it’s not just fine-dining restaurants getting it right. 

Fast food chains are stepping up their email game, too. 

One example of effective email design comes from Popeyes, the American multinational fried chicken chain. 

See how their “Update” email grabs attention and delivers the message immediately, all while staying true to their brand colors and voice.

Source: Really Good Emails

Using restaurant email marketing tools like Tablein, you can also manage your email marketing campaigns. 

With its GDPR-compliant module and built-in email tools, Tablein helps you send branded newsletters, confirmation emails, and view campaign analytics right on the dashboard.

Source: Tablein

In short, email marketing is one of the most effective tools for guest retention. 

When done right, it helps maintain strong customer relationships and encourages repeat visits. 

Your Google Business Profile

When diners pull out their phones and type “restaurants near me,” it’s not luck that determines who shows up first. 

It’s your Google Business Profile (GBP). 

This free tool helps you get found in Google Search and Maps when hungry customers are ready to book or order. 

Your GBP is often the first impression potential guests get online, and it can determine whether they choose you or move on. 

According to SynUp, 88% of people who conduct a local search on their phone visit or call that place within 24 hours. 

Illustration: Tablein / Data: SynUp

That’s a significant volume of potential customers you could be serving, but only if your profile is properly optimized. 

So, how do you ensure your GBP improves your restaurant’s visibility?

Start by claiming and verifying your listing. Then:

• Upload high-quality photos of your dishes and venue
• Keep essential information accurate, including hours, contact details, website, and menu links
• Post regular updates, such as promotions or temporary closures
• Respond to reviews consistently, both positive and negative

Take Canlis in Seattle, for example. 

Their GBP is a textbook case of how digital platforms for restaurant promotion should work. 

They feature rich visuals and accurate details, all reinforcing their fine-dining brand identity. 

As a result, they consistently rank in the top local searches for “fine dining Seattle” and convert customers. 

Source: Google 

Your GBP also serves as a guest acquisition and retention tool, building trust even before someone walks through the door. 

In this industry, if you’re not on the map, you’re likely behind the competition. 

So, keep your Google profile polished and active. It continues working for your brand long after service ends.

Online Review Sites

Another important digital channel you should leverage is review sites. 

In the restaurant world, reputation spreads faster than a kitchen fire, and nowhere does it burn brighter than on online review sites like Yelp, TripAdvisor, and OpenTable. 

These digital comment cards are key players in shaping your restaurant’s brand perception and influencing booking decisions. 

According to one study, 90% of consumers read online reviews before dining. 

Illustration: Tablein / Data: Cornell University

That makes review platforms some of the best digital marketing channels for restaurants, whether you’re a corner cafe or a barbecue spot. 

To make the most of this opportunity, start by claiming your listing on all major platforms. 

Upload eye-catching food photography, accurate hours, and reservation links to boost online visibility. 

More importantly, stay active and respond to both positive and negative feedback, using the tone that suits your brand. 

Illustration: Tablein / Data: Trip Advisor & ResponseScribe

How you respond to reviews doesn’t just shape perception. 

It determines whether guests feel heard at all. 

A BrightLocal study found that 10% of customers think their reviews don’t matter. 

Thoughtful replies can change that perception and build trust. 

After all, when someone takes the time to write a detailed review, the least your team can do is respond with sincerity.

One reviewer, Rae M, put it bluntly:

“Sometimes I’ll get two or three words from a business: ‘Thanks for coming.’ I think, ‘Jeez, that’s kinda lame. You could at least put a little umph to it. I’ve put in some time writing this review, you could at least say a little bit more than that.”

It’s about replying meaningfully. Guests can tell the difference between a rushed response and one that shows appreciation. 

The same BrightLocal study also found that 42% of consumers trust online reviews as much as personal recommendations. 

Illustration: Tablein / Data: BrightLocal

That makes your responses part of your brand’s voice. They should feel human, honest, and on-brand. 

Responding well shows guests you care and allows you to manage your reputation in real time. 

In this business, first impressions often happen online, and second chances play out in public. 

If your review strategy has been on the back burner, now’s the time to bring it forward.

Conclusion

There’s no single magic channel for building a restaurant’s brand. 

Success lies in using the right mix of digital tools to meet your guests where they are. 

Your website builds trust. Your social media sparks a connection. Tools like email and GBP keep the conversation going. 

Avoid relying on just one platform. 

Instead, blend these channels strategically to tell a consistent story, increase visibility, and keep your tables full.

Start today, and become the brand diners think of before their next craving strikes.