3 Minutes to read

What does your restaurant look like? Do you have a chalkboard sign with a hypnotic drawing of your voluptuous fig appetizers? Do your glass doors wear window clings like badges of honor, announcing your prized Eater awards? Why not? Don’t you want those strolling by to halt, and step through your doors?

It turns out that signs, known as point-of-sales displays in the biz, can coax diners to check out your menu, engage with your brand on social media, and order food. POS displays offer ways to advertise a restaurant. Think of them as restaurant marketing materials. They tap into the human urge to splurge—right when customers are about to hand over their wallets. Consumers splurge thousands of dollars each year on impulse buys; about 70.5 percent of these purchases involve food.

The best restaurant marketing materials mix the power of visual graphics with humor and storytelling. Want to get started? Read on.

Sidewalk Signs

How to use point-of-sale signs are key restaurant marketing materials.

What do you do with all that extra space you’re not using but paying for? Called your entryway? Use it strategically to market restaurant promotions. Pick up a patio easel or A-frame chalkboard sign (hardly a splurge) and scrawl a catchy message about gift card specials or live music. Watch the foot traffic outside transform into a flow of diners.

Floor Signage

Ah, floors. Not just for walking on but a medium to display restaurant marketing materials. Customers frequently glance down as they wait for tables or corral their kids. Why not use floor graphics to impress them? Sizeable, eye-catching signage underfoot will stop a customer in their tracks.

Hanging Displays

Who says you can’t pin a marketing message on air? Print a photo of your mango fish tacos on banners, flags, and other hanging displays to communicate “eat this” without sacrificing counter space. Just make sure to point your customers in a strategic direction. According to Entrepreneur, placing compelling restaurant marketing materials at both the start and end of an aisle, or on a back wall, will draw customers deeper into your establishment—and encourage them to buy.

Menu Boards

How to use point-of-sale signs are key restaurant marketing materials.

In your plan for restaurant marketing domination, you need a menu board. One of the best ways to advertise a restaurant and drive sales is to grab your customer’s attention right as they’re ready to make a purchasing decision. Traditional or digital menu boards attract interest and motivate add-on sales. Get descriptive, though. The Motley Fool says that menu labels with “elaborate adjectives, descriptions, and special names” can increase sales by 27 percent.

Tabletop Displays

Crown your tabletops with signs. This may be one of the easiest ways to advertise a new restaurant promotion, like a weekly drink special or seasonal menu item. Your customers will likely catch those messages as they fiddle with silverware—they’re a captive audience. Use bright colors and durable materials to ensure your sign holds up to frequent table traffic.

Window Clings

If your windows aren’t squeaky clean, you’re missing out on one of the simplest ways to advertise a restaurant. Window displays should tell a story about your brand and build buzz. Use a clean, single-color design to promote a message, like your logo, social media handles, or hours of operation.

Restaurant QR Codes

How to use point-of-sale signs are key restaurant marketing materials.

Once scanned, these barcodes allow customers to dip into information with their smartphone. Think videos, links to upcoming events, or an email newsletter sign-up sheet. Additional QR codes on banners, napkins, menus, delivery vehicles, and flyers will engage your customers—especially if you include a mysterious message like “Scan Me.”

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Genevieve Babineau

Written by:

Genevieve Babineau

Genevieve's bread and butter has always been restaurant marketing and sales-that's why she's the caterer practice manager at ezCater. She first showed her gift for the swagger of marketing at California Pizza Kitchen. As a former CPK regional marketing manager, she led a grassroots army of brand ambassadors to pump up CPK's local restaurant marketing efforts across the East Coast.

Posted in: In the IndustryRestaurant

Tagged with: Customer Relationships, Equipment and Supplies, Front of House, Marketing, Operations and Facilities, Selling