How Much Should Restaurants Spend on Marketing in 2025?

Introduction

If you’re running a restaurant in 2025, you already know: the game has changed. Diners discover, compare, and book online—often before they’ve even seen your menu. But while everyone talks about “doing more marketing,” hardly anyone answers the real question:

How much should you actually spend on restaurant marketing?

Let’s break it down with real benchmarks, actionable tips, and a free template to help you plan your spend (and maximize your ROI).

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Why Your Marketing Budget Matters

Your marketing budget isn’t just a line item—it’s your ticket to visibility, bookings, and repeat guests. In 2025, the right budget means:

• Showing up where diners search: Google, Maps, Instagram, TikTok, and review sites.
• Standing out from the crowd: With quality content, ads, and a profile that pops.
• Competing with chains and delivery apps: Who are investing more than ever in digital.

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Winging it or cutting corners? That’s a recipe for empty tables.

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Average Restaurant Marketing Budgets (Benchmarks)

Industry Averages

• Independent restaurants: 3–6% of gross sales
• Multi-location groups/chains: 2–5% (but higher for new locations or launches)

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Digital vs. Traditional Split

• Digital: 60–80% (Google, Meta, TikTok, email, website, SEO, GBP, etc.)
• Traditional: 20–40% (print, events, sponsorships)

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Example Calculation

• €1,000,000 annual revenue × 5% = €50,000/year or ~€4,200/month

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Pro tip: New restaurants or those in competitive areas may need to spend more up front to build awareness.

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What Should Be in Your Marketing Budget?

Here’s what top-performing restaurants include:

• Google Business Profile management & ads
• Social media (organic & paid)
• Website & SEO
• Email marketing
• Photography & content creation
• Review management
• Loyalty programs & CRM
• Analytics & tools (like Mobal)

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Don’t forget: Budget for both ongoing activities (like ads and posts) and one-off investments (like a new website or professional photo shoot).

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How to Set (and Stick to) Your Budget

1. Start with revenue and goals: Are you new, established, or expanding? What’s your growth target?
2. Allocate by channel: Where do your guests actually come from? Double down on what works.
3. Track ROI: Use analytics to see what’s driving bookings, calls, and reviews.
4. Adjust monthly/quarterly: Marketing isn’t set-and-forget. Review and reallocate based on results.

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Pro Tips to Maximize Your Marketing ROI

• Automate routine tasks: Use tools to keep your profiles updated and respond to reviews fast.
• Invest in quality content: Professional photos and videos pay for themselves.
• Use data to double down: Don’t just “do more”—do more of what works.
• Don’t forget local partnerships: Events, collaborations, and sponsorships can drive real traffic.

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Restaurant Marketing Budget Template

Want to get started right away?

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Mini-Case: Investing in Digital = More Bookings

One multi-location restaurant group recently shifted 70% of its marketing budget to digital channels—focusing on Google, social ads, and review management. The result? A 20% increase in bookings and a measurable boost in repeat guests, all tracked through their analytics dashboard.

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Conclusion & Next Steps

Budgeting isn’t a cost—it’s an investment in your restaurant’s future. The right marketing spend puts you in front of more diners, drives more bookings, and keeps your tables full.

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Ready to benchmark your spend, try the template, or see how Mobal can help you get more from every euro? Let’s talk.

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Data sources: Industry reports, Mobal customer insights, and aggregated benchmarks from leading hospitality associations. For a custom budget plan or demo, reach out to our team.

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