• Hengam: Making Dough Show

Grow your Sales with the 2020 Restaurant Marketing Planner

Updated: Jun 20, 2020

Famous writer Thomas Jefferson said, "If you want something you have never had, you must be willing to do something you have never done."

Happy 2020! I am excited to share with you the 2020 Restaurant Marketing Plan that will help you grow your sales for this year, and hopefully, bring you thousands of dollars in the next coming years.

Here are the things you need to do in constructing the Marketing Plan for your restaurant:

1. Set a Monthly/Year Gross Sales Projection

For us to set a stable sales projection for 2020, we do need to identify what our sales were for the previous year.

First, you need to know your total gross sales for 2019. Extract this data from your POS System and write that in your planner.

Also, we need to take note of our monthly gross sales, from January to December. This way, we can set a percentage for our sales growth projection. We must always shoot for two digits, a minimum of 10% is excellent.

So if we will have a minimum of 10% sales growth from 2019, then we will look at what it was for January 2019. With the 10% increase, what should our sales be in January of 2020?

It is incredibly important to do this step because it will determine the marketing initiatives that you will need to implement so you can hit your target sales for a particular month. How many new customers do we need to acquire? How many repeat business we require to put in place?

2. Run a SWOT Analysis

We must conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) Analysis of the marketing of our restaurant.


Observe the marketing initiatives you currently have in your restaurant. What are the strengths, weaknesses, opportunities, and threats when it comes to your marketing system?

Maybe, you have a notable online reputation. Your online reviews are good. Your social content and online presence are outstanding. So these things could be your strengths.


You may be doing well on Facebook and Instagram. However, a lot of people are into TikTok nowadays, and you still have not tried it yet. Perhaps, you consider this as one of your weaknesses because you did not maximize promoting your business into this platform.


Facebook Live is still in, but you have not thought of doing that yet. Maybe, that's an opportunity you need to work on, so once a week, go live on Facebook.

You may also want to take the opportunity to join Facebook Groups. It is free and works very well. Or maybe, you can make partnerships with your local realtors to have them sent you referrals. These are some of the opportunities that you must look forward to in 2020.

In the future, we can turn some of these opportunities into projects. To ensure that we are adding these into our marketing system, we must have a timeline, a project manager, and a team.


Lastly, determine the threats in your marketing initiatives. What are some of the warnings that you see? For instance, for us, in the first few years, we put so much effort into Facebook. We may have a large number of followers, but the organic reach is getting low.

Another one is maybe, email marketing. I feel like we put an enormous amount of time into creating an email marketing system. We batch-create things, schedule, and automate them.

However, it is not as effective as it has gone a little bit still, and we have thousands and thousands of emails. So I see this as a threat. We need to work on it and figure out how we are going to maximize it.

3. Outline a Marketing Budget Allocation Analysis (Pie Chart)

After filling in the SWOT Analysis, it's now time to study our budget. We need to look at 2019. What were all the marketing costs and investments we made in 2019?

Here are some of the examples of the marketing expenses that we are going to divide into pieces and form into a pie chart:

✔ Ad spent - Facebook ads

✔ Mailer/Print cost - printed to-go menus

✔ Software cost - Mailchimp (used for email marketing); Many Chat (messenger bot stuff) Later.com (social media scheduling platform); Text Message Marketing platform

✔ Outsourcing/Marketing agency cost - some people use social media agencies to schedule for them

✔ Sponsorships/donations cost - Fundraisers, the money that you donated for different organizations

✔ Food donations cost - Food drops (visiting businesses and giving away food for free)

✔ In-store events cost - beer-tasting event

✔ Content creation and cost - content photographer, writer, etc.

These are all part of your marketing money budget. And for us to set a realistic budget and reach our 2020 goals, we need to look upon our budget in the previous year and set it up for this year.

Putting these data into a pie chart will be helpful for you to compare easily all the expenses you that you are going to incur for the year 2020.

Keep in mind that marketing is an investment. This means that if it is costing you and not making you money, then you are doing it wrong.

We need to view our marketing with something that gives us a good return on investment.

4. Conduct a Marketing System Assessment

In this section, we are going to be assessing your marketing system. This was adapted from Howard Partridge/Zig Ziglar Business Assessment.

A famous quote says, "The lack of clarity creates chaos and frustration."

For us to properly plan the marketing aspect of our restaurant for 2020, we must have clarity as to what is working and not with what we currently have in place.

And then assess those using these 10 questions below. Rate each based on a scale of 1-10, with 10 being excellent and 1 being poor:

✔ I am very happy with our restaurant's consistent sales growth (How satisfied are you with your steady sales progress?)

✔ We have a strategic system in place to respond to our online reviews (Do you have a strategic system to respond to your online reviews?)

✔ We have a pricing strategy that is profitable (Did you increase your prices? What is your system for that? )

✔ We systematically and consistently capture phone numbers and emails of our customers (You must have a system in place to keep your customer's contact information so we'll have a way of direct communication with them no matter what happens to social media)

✔ We are consistently marketing to our database via text and email marketing - weekly (Where are you at when it comes to sending direct messages with your current customers?)

✔ We have a strategic content market strategy on social media (This needs to shift quite often, so where are you at?)

✔ We track our marketing efforts and measure the return on investment ROI (Are you tracking and revisiting your results weekly?)

✔ We have a written and posted marketing promotional calendar (Do have a calendar where you mapped out all your promotions for the whole year?)

✔ Our websites clearly communicate what we do (Your website is your hub. Do people understand who and what you are by visiting your website?)

✔ Our management team meets weekly to review our marketing efforts and plan the week ahead (How consistent are you meeting with your managers weekly? Do you review your marketing efforts?)

After rating each question, add them up, and divide it by 10 to get your Marketing System Assessment score.

Our goal for doing this is to identify what worked and not. This way can recognize our weaknesses and opportunities that we can turn into projects. Get them done, implement, and make some dough!

5. Prepare a Platform Strategy

It is 2020 friend, you and I must have a strategy per platform. Ideally, we can repurpose content. But we need to capture per platform what worked in 2019? What are you going to do differently in 2020?

For our restaurant, we look at Facebook, Instagram, TikTok, Text Message Marketing, Email Marketing, and Offline Marketing in 2019.

What worked, what did not work? What are the things you want to carry over in 2020, and what innovations are you planning to make? Write them down in this section of the planner.

This may take a lot of time, but I promise you that it will be worth it. It will give you clarity and direction going into 2020.

6. Assess Marketing Tactics you would like to try in 2020