Marketing Strategy
How to Split Your Restaurant Marketing Budget Across Delivery Platforms
You're a small restaurant owner, and you're getting crushed by the competition on delivery platforms. A recent survey of local restaurants found that:
20%↑
Food Delivery Apps
used for marketing
30%→
Meal Kit Services
used for marketing
40%↓
Restaurant Websites
used for marketing
10%↑
Social Media
used for marketing
It's time to rethink your marketing strategy and allocate your budget effectively across delivery platforms. In this article, we'll show you how to split your restaurant marketing budget to reach new customers and boost sales.
Allocating Your Marketing Budget Across Delivery Platforms
When it comes to allocating your marketing budget across delivery platforms, it's essential to consider your target audience, marketing goals, and the costs associated with each platform.
Here's a general breakdown of the costs you can expect to incur when marketing on different delivery platforms:
- Food delivery apps (e.g., Grubhub, Uber Eats, DoorDash): 20-30% of your marketing budget
- Meal kit services (e.g., Blue Apron, HelloFresh): 10-20% of your marketing budget
- Restaurant websites: 10-20% of your marketing budget
- Social media: 10-20% of your marketing budget
Marketing Budget Allocation Across Delivery Platforms
Food Delivery Apps
20%Meal Kit Services
15%Restaurant Websites
12%Social Media
10%Food Delivery Apps
Food delivery apps are a great way to reach a large audience, but they can be expensive. Here's a breakdown of the costs you can expect to incur when marketing on food delivery apps:
- Average cost per click (CPC): $1-$3
- Average cost per acquisition (CPA): $10-$30
- Average conversion rate: 2-5%
Meal Kit Services
Meal kit services are a great way to reach customers who are interested in cooking and trying new recipes. Here's a breakdown of the costs you can expect to incur when marketing on meal kit services:
- Average CPC: $0.50-$1.50
- Average CPA: $5-$15
- Average conversion rate: 3-6%
Restaurant Websites
Your restaurant website is a crucial part of your marketing strategy. Here's a breakdown of the costs you can expect to incur when marketing on your restaurant website:
- Average CPC: $0.25-$1.00
- Average CPA: $5-$10
- Average conversion rate: 5-10%
Social Media
Social media is a great way to reach a large audience and build brand awareness. Here's a breakdown of the costs you can expect to incur when marketing on social media:
- Average CPC: $0.25-$1.00
- Average CPA: $5-$10
- Average conversion rate: 5-10%
Pro Tip
Don't forget to track your marketing metrics and adjust your budget allocation accordingly. You may need to adjust your budget based on the performance of each platform.
Tips for Allocating Your Marketing Budget
Here are some tips for allocating your marketing budget across delivery platforms:
- Start with a clear understanding of your target audience and marketing goals.
- Research the costs associated with each platform and adjust your budget allocation accordingly.
- Consider the average CPC, CPA, and conversion rate for each platform.
- Allocate your budget based on the performance of each platform.
- Continuously monitor and adjust your budget allocation to ensure you're getting the best return on investment.
Watch Out
Don't fall into the trap of overspending on marketing. Make sure you have a clear understanding of your marketing metrics and adjust your budget accordingly.
Example of a Successful Marketing Strategy
Here's an example of a successful marketing strategy for a small restaurant:
- Allocate 30% of the marketing budget to food delivery apps (e.g., Grubhub, Uber Eats, DoorDash)
- Allocate 20% of the marketing budget to meal kit services (e.g., Blue Apron, HelloFresh)
- Allocate 20% of the marketing budget to social media
- Allocate 10% of the marketing budget to restaurant websites
- Allocate 10% of the marketing budget to influencer marketing
Real Example
This is just an example and may not work for your specific business. Make sure to adjust your marketing strategy based on your target audience and marketing goals.
Frequently Asked Questions
Q: How much should I allocate to marketing on food delivery apps?
A: Allocate 20-30% of your marketing budget to food delivery apps.
Q: How much should I allocate to marketing on meal kit services?
A: Allocate 10-20% of your marketing budget to meal kit services.
Q: How much should I allocate to marketing on social media?
A: Allocate 10-20% of your marketing budget to social media.
Q: How much should I allocate to marketing on my restaurant website?
A: Allocate 10-20% of your marketing budget to marketing on your restaurant website.
Q: How do I track my marketing metrics?
A: Use tools like Google Analytics to track your marketing metrics.
Q: How do I adjust my marketing budget?
A: Continuously monitor and adjust your budget allocation to ensure you're getting the best return on investment.
Conclusion
Allocating your marketing budget across delivery platforms can be a complex task, but with the right strategy, you can reach new customers and boost sales. Remember to start with a clear understanding of your target audience and marketing goals, research the costs associated with each platform, and continuously monitor and adjust your budget allocation to ensure you're getting the best return on investment.
If you want help applying this, contact DataLatte for a free marketing audit and consultation.
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Nataliia
Freelance local marketing & analytics — for businesses that want real results.
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