In this article
Key takeaways
- Google Maps is often the first place hungry customers look, so treat your profile like your shop front.
- Local ads work best with a specific offer, a tight radius and a clear time, such as weekday lunch.
- Delivery apps bring orders but not always loyal customers; build your own list too.
- Repeat guests are the cheapest growth: ask for permission to stay in touch and give them reasons to return.
Win the 'near me' moment on Google Maps
When someone searches 'breakfast near me' or 'shawarma Business Bay', Google usually shows a map with a few places. Being in that list, with good photos and strong recent reviews, is one of the highest-value marketing jobs for any restaurant or café.
Choose the most accurate primary category, add your menu and prices, keep opening hours correct (including Ramadan and public holiday hours), upload fresh photos of dishes and the space regularly, and add links for reservations, delivery and WhatsApp.
- Photos: dishes, interior, exterior and entrance so people can find you.
- Reviews: ask at the table or on the receipt with a QR code, and reply to all of them.
- Posts: weekly updates for specials, events and seasonal menus.
Local ads with a clear offer
Broad ads such as 'the best food in Dubai' rarely work for a single location. Instead, pick one goal and one audience: weekday lunch for nearby offices, family weekend brunch, late-night delivery for a residential area, or group bookings for events.
On Meta, set a tight location radius around your restaurant, show appetising short videos, and send people to WhatsApp or a booking link. On Google, run Search ads for high-intent phrases near you, and consider location-focused campaigns that promote store visits.
| Audience | Offer idea | Best channel |
|---|---|---|
| Office workers within 2 km | Express lunch set with a time promise | Meta ads + Google Maps |
| Families in nearby communities | Weekend brunch with kids' menu | Instagram + Meta ads |
| Groups and celebrations | Group menu for 8+ guests | Google Search + WhatsApp |
| Late-night orders | Delivery bundle after 10pm | Delivery app + Instagram stories |
LSM tip: Test one offer at a time for two to four weeks so you can see what actually moved covers or orders.
Instagram and TikTok content that makes people hungry
Food is visual. Short vertical videos of dishes being prepared, plated or shared tend to earn attention. Show the people behind the food, the atmosphere at busy times, and simple 'what to order' guides for first-time visitors.
Keep a steady rhythm rather than bursts. Three posts a week plus daily stories is achievable for most small teams, especially if you batch-film once a week and use AI to plan the calendar and draft captions in English and Arabic.
Delivery apps: useful, but build your own customers too
Delivery platforms bring convenience and reach, and many UAE customers order through them daily. But the customer relationship belongs mostly to the platform, and commissions affect your margin.
Use the apps for discovery and volume, and look for ways to build your own relationship: good packaging with your social handles, an invitation to follow you or join a WhatsApp list for dine-in offers, and direct ordering where it makes sense.
Bring guests back with WhatsApp
A guest who returns is worth far more than one who visits once. Ask happy guests if they would like to hear about new dishes and offers on WhatsApp, and keep a list of those who agree. Send occasional, useful messages: a new seasonal menu, a Ramadan iftar set, a birthday offer.
Keep it personal and infrequent. The goal is to feel like a favourite local spot, not a spammer.
LSM tip: Use labels in WhatsApp Business to mark regulars, group bookers and corporate contacts, so you can send the right message to the right people.
The numbers to watch
Every week, look at a handful of numbers: covers or orders, average spend, how many bookings or orders came from each channel, new Google reviews and rating, and your ad spend. Divide ad spend by the bookings it brought to see your cost per booking, and compare it with your average margin per table.
An AI assistant can help you read these numbers quickly. Paste your weekly summary and ask what changed and what to try next week.