The Restaurant Marketing Metrics That Actually Matter (And How to Track Them)
Here’s the truth: if you’re not tracking your marketing, you’re just guessing. And guessing is expensive. Too many restaurants rely on vanity metrics—likes, followers, views—that don’t actually translate into revenue.
The good news? You don’t have to track everything. Focus on the right numbers, and you’ll know exactly what’s working (and what’s wasting money).
Here are the restaurant marketing metrics that actually matter—and how to track them.
1. Guest Frequency
Why it matters: Your regulars are your most profitable guests. The more often they visit, the more predictable your revenue becomes.
How to track it:
Loyalty program data (most systems show visit frequency).
POS reports on repeat guests tied to customer accounts.
Pro tip: If you’re not tracking guest frequency yet, start with a loyalty system that captures basic visit data.
2. Average Ticket Size
Why it matters: Increasing what each guest spends per visit is one of the fastest ways to grow revenue without adding more customers.
How to track it:
Pull reports from your POS system to see average spend per ticket.
Compare across different time frames (happy hour vs dinner).
Pro tip: Upselling doesn’t mean being pushy—train staff to suggest add-ons and highlight high-margin items.
3. Email Engagement
Why it matters: Email is one of the most powerful, cost-effective ways to bring guests back. If nobody is opening or clicking, your strategy needs work.
How to track it:
Open rates (should average 30%+ for restaurants).
Click-through rates (links to menus, reservations, or offers).
Redemption rates (did guests actually use the offer?).
Pro tip: One clear message per email drives higher engagement than long “newsletter” blasts.
4. Offer Redemption Rates
Why it matters: Discounts and promotions aren’t free—you need to know if they’re paying off. A “successful” campaign isn’t about how many people saw it; it’s about how many acted on it.
How to track it:
POS codes or loyalty program redemptions.
Compare redemption rates against campaign costs.
Pro tip: Don’t measure success only by redemption—look at whether those guests also increased their spend or came back again.
5. Online Reviews and Reputation
Why it matters: Reviews are one of the first things new guests check before visiting. A strong reputation drives traffic without extra ad spend.
How to track it:
Average star rating on Google, Yelp, TripAdvisor.
Volume of reviews (and how recent they are).
Response rate (are you engaging with feedback?).
Pro tip: Ask happy guests to leave reviews while the experience is fresh. A simple table tent or post-dining text can double review volume.
6. ROI on Paid Ads
Why it matters: Ads are easy to spend on, hard to profit from if you’re not watching the numbers. If you don’t know your ROI, you’re probably wasting money.
How to track it:
Compare ad spend to direct conversions (reservations, online orders, offer redemptions).
Use unique codes or links to track results.
Pro tip: Stop boosting random posts. Run campaigns tied directly to goals like filling slow nights or promoting seasonal menus.
Final Thoughts
The restaurant marketing metrics that matter aren’t likes or followers—they’re guest frequency, ticket size, engagement, redemption, reputation, and ROI. When you track these, you’ll know where to double down and where to stop wasting money.
Hungry for more? The Restaurant Marketing Accelerator shows you exactly how to turn these strategies into real results.