Marketing that brings customers back

Matt Plapp is on a mission to help restaurant owners win, and stay winning. As CEO of America’s Best Restaurants and DRYVER, he’s crisscrossed the country visiting more than 1,000 restaurants to gain a deeper understanding of what works and what doesn't, in turn helping independent operators grow their sales, elevate their brand presence and convert new guests into returning regulars. A former radio ad guy turned marketing expert, he also hosts the daily "Restaurant Marketing Secrets" podcast.

In this conversation, Plapp breaks down why most restaurant marketing misses the mark and how a few smart moves can keep your business top of mind and packed with customers.

Your ABR philosophy (Attract, Build, Retain) is at the core of how you approach restaurant marketing. Can you break down what that looks like in action for a small, independent operator? Absolutely. Here’s the breakdown:

Attract Attention: It’s not about having the best food. It’s about having the most attention. The top-selling burger in the world isn’t the best. It’s the most visible. In 2025, your customers’ attention is on their phones. Facebook and Instagram are the top free places to capture that attention.

Build a Database: Once you have their attention, don’t just entertain them. Capture their data. Otherwise, you’re just renting eyeballs. Own your audience through email, text and Messenger.

Retain Attention: I stopped going to my favorite wing joint of 38 years, not because of bad food, but because I stopped driving past their sign. My routine changed, and they didn’t stay in front of me digitally. That’s how easy it is to lose a loyal customer. Your food matters, but your marketing matters more.

What’s the biggest marketing mistake you see small restaurant owners make, and how can they fix it? They don’t collect customer data. That leaves them in what I call "Hope & Pray” mode. They hope people enjoyed the meal and pray they come back. Instead, they need to actively persuade customers to share their name, email and phone number. Once you have that, you can responsibly market to them and stay top of mind. Most guests don’t stop coming because the food got worse; they just forget. And with chains flooding your neighborhood and outspending you on ads, forgetting happens fast.

You emphasize building a customer database. Why is that so critical for growth, and what’s the first step for an operator who’s never done it before? A customer database lets you live rent-free in your customers’ minds. Step one? Make them an offer so good they’d feel dumb saying no. Let’s say you’re a pizzeria. Put up a sign that says, "Scan this to get a free pizza." The QR code leads to a simple form on Facebook Messenger or a landing page. Once they fill it out, you're building your database. Train your team to ask every single customer, every time. It’s got to be as routine as washing their hands.

For a restaurant that’s been open a few years and is starting to see sales level off, what’s your playbook for getting back into growth mode? Start gathering data fast. Then market like crazy to that list. Email, text, social, loyalty programs, whatever it takes to get attention and bring them back in.

Social media feels overwhelming for a lot of operators. What’s your advice for showing up online without burning out or blending in?Have a content schedule. Know your theme each day so you’re not winging it. Structure brings consistency, and consistency brings results.

If a restaurant has limited time and budget, what’s one marketing move they can make today that will actually move the needle?Start going live on Facebook every day for 2 to 5 minutes. It’s free, and your biggest differentiator is you. Talk about your story, your team, your food, your community. And don’t overthink it. We all suck on camera at first. That’s the beauty of starting now: no one’s watching, so get your reps in. Try this weekly rhythm:

Monday: Feature a dish
Wednesday: Spotlight a team member
Friday: Shout-out the community