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
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.
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
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.
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.
Most marketing struggles come down to timing and follow-through—people browse, get distracted, and move on. Retargeting brings them
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.
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.
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:
Your audience isn’t hanging out in just one place, so your ads shouldn’t either. Use:
A retargeting ad should feel like a friendly reminder, not an annoying
Retargeting isn’t set-it-and-forget-it. Once your campaigns are out there, keep refining your approach:
When done correctly, retargeting helps bring back interested customers without being pushy.
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.
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
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!