How Retargeting Can Revive an Underperforming Restaurant Campaign

You know that feeling when you’re craving something really good, but you get distracted, forget to order, and end up settling for a sad bowl of cereal instead? That’s basically what happens when potential customers check out your restaurant online but never follow through.

Maybe they browsed your menu, almost booked a table, or even started an order—but then life happened. A work email popped up, their dog needed attention (guilty), or they just got lost in the endless scroll of social media. Whatever the reason, they slipped away.

Here’s the thing: Just because they left doesn’t mean they’re not interested. They might just need a little reminder—something to bring them back to your site and nudge them toward that reservation or online order. That’s where retargeting comes in.

Retargeting isn’t about being pushy. Instead, it’s about being smart. It keeps your restaurant top-of-mind and gives potential customers the perfect excuse to finally try that dish they were eyeing. And if your current marketing efforts aren’t hitting the mark, this could be the game-changer you need.

We’re breaking it down and showing you how to turn “almost-customers” into actual diners—without wasting ad spend or coming off like a digital stalker.

Understanding Retargeting & Why It Matters for Restaurants

Let’s be real—people are easily distracted. Someone might be this close 🤏 to booking a table when their phone buzzes, their boss calls, or they get caught in a debate over pineapple on pizza. (We’re staying neutral…for now.)

That’s why one ad or website visit isn’t always enough. Enter retargeting: the not-so-secret weapon that keeps your restaurant in front of people who’ve already shown interest.

In simple terms, retargeting reconnects visitors who browsed your menu, started an order, or checked out reservations but didn’t follow through. Using tracking pixels and cookies (not the edible kind, unfortunately), it serves strategic ads to remind them.

For restaurants, this is invaluable. Unlike e-commerce, where brands can send abandoned cart emails, restaurants rely on real-time decisions. Retargeting helps you stay front and center, so when that craving strikes again, your business is their first choice.

Whether it’s reminding them about a dish they were perusing, nudging them to book, or promoting a limited-time special, retargeting turns near-misses into full tables. And in a world of short attention spans, that extra nudge makes all the difference.

Diagnosing an Underperforming Restaurant Campaign

Your ads are running, your website looks great, and your menu is mouthwatering—so why aren’t tables filling up? Just because people see your restaurant online doesn’t mean they’re taking action. If your campaign isn’t delivering, it’s time to figure out why.

Signs Your Campaign Needs a Fix

• Clicks, but no conversions. People are interested but not booking or ordering. This means your landing page, booking process, or offer might need tweaking.
• High ad spend, low ROI. If your budget disappears without results, your targeting or messaging may be off.
• Lots of traffic, little engagement. Visitors come to your site but bounce quickly. Chances are, your content or user experience could be the problem.
• No repeat visitors. If people interact with your brand once and never return, you're missing an opportunity to stay top-of-mind.

Why Retargeting Is the Fix

Most marketing struggles come down to timing and follow-through—people browse, get distracted, and move on. Retargeting brings them back by strategically reminding them about your restaurant when hunger takes over.

Instead of letting potential customers slip away, you can re-engage them efficiently and without wasting ad spend. With the right retargeting strategy, you’ll turn bouncers into loyal diners in no time.

Best Practices for an Effective Retargeting Strategy

Retargeting works (when done right). But if you’re blasting the same ad to everyone who’s ever glanced at your menu, you’re probably not getting the best results. A smart retargeting strategy is all about showing the right message to the right people at the right time (that’s a mouthful, we know). Here’s how to do it.

Segment Your Audience

Not all website visitors are the same, so don’t treat them that way (we all want to feel special, darn it!). Break your audience into groups based on their behavior:

• Browsers – People who visited your site but didn’t take action. Serve them general reminders or special promotions.
• Cart/Reservation Abandoners – Users who started an order or booking but didn’t finish. Hit them with a gentle nudge (or a limited-time offer) to seal the deal.
• Loyal Customers – Past diners? Retarget them with new menu items, seasonal specials, or loyalty rewards.

Choose the Right Platform

Your audience isn’t hanging out in just one place, so your ads shouldn’t either. Use:

• Google Display Network – Great for showing up on food blogs or other relevant websites.
• Facebook & Instagram Ads – Perfect for mouthwatering visuals and engaging videos.
• TikTok & YouTube Ads – If your audience loves food content, these platforms are gold for showcasing your dishes in action.

Create Engaging, Eye-Catching Ads

A retargeting ad should feel like a friendly reminder, not an annoying pop-up. The key? Make it irresistible. You want to stop the scroll and give potential customers a reason to act. Here’s how to make your ads stand out.

• Use High-Quality, Crave-Worthy Visuals — Food sells itself (when it looks good). Use sharp, high-quality images or videos that make dishes pop. Think gooey cheese pulls, sizzling steaks, or a perfectly plated entrée.
• Make It Personal & Timely — Tailor messaging based on user behavior. Adding urgency, like limited-time deals or happy hour promos, helps convert hesitation into action.
• Test Different Formats — Not all ads perform the same. Try carousel, video, and story ads.
• Add Clear, Actionable CTAs — Your ad should tell people exactly what to do next. Like “Order now & get 10% off!” or “Craving this? Get it delivered fast!”

Optimize & Test Everything

Retargeting isn’t set-it-and-forget-it. Once your campaigns are out there, keep refining your approach:

• Track Key Metrics – Click-through rates, conversions, and return visits matter.
• A/B Test Ads – Try different images, copy, and offers to see what works best.
• Adjust Your Budget & Audience – Spend where you get the most impact.

When done correctly, retargeting helps bring back interested customers without being pushy.

Measuring Success & Optimizing Your Retargeting Campaign

Not all metrics matter equally, so focus on key performance indicators (KPIs) that truly reflect success. Click-through rate (CTR) shows if people are engaging with your ads—if it’s low, your creatives may need work.

Conversion rate measures how many clicks turn into orders or reservations, helping you gauge if your landing page or offer is effective. Return on ad spend (ROAS) tells you if your marketing is profitable, while ad frequency ensures people aren’t seeing the same ad too often and tuning it out.

A/B testing is also crucial for optimization. Test different images, videos, and copy to see what resonates best. Even small tweaks to offers or CTAs, like a discount or a stronger “Book Now” message, can make a big impact.

Bring Your Restaurant's Marketing Back to Life

An underperforming campaign doesn’t mean your restaurant’s marketing is a lost cause—it just means you need a more innovative approach. Retargeting is one of the most effective ways to bring back potential customers, turn interest into action, and ensure your restaurant stays top-of-mind when the hanger sets in.

If you’re ready to take your restaurant’s marketing to the next level, let’s talk. BFO will also be at the QSR Evolution Summit this June—a must-attend event for restaurant leaders looking to stay ahead in digital marketing!

Register now and stop by to chat with us about how retargeting (and other digital strategies) can help you drive more reservations, online orders, and repeat customers.

Let’s get people back to your tables—where they belong. See you in June!