Seven steps that work for restaurants, bistros and cafés in the Czech Republic – from Google Maps and reviews to measuring results. No agency jargon and no budget that never pays for itself.
Most hospitality businesses do not have a problem with visibility on social media – their problem is that a hungry guest 500 metres from their door cannot find them. That guest is searching on Google. That is why the order of the steps matters: first, get the foundations in place to bring in guests for free, and only then move on to paid promotion.
This article sets out the sequence we use when launching and auditing hospitality businesses: what to set up, in what order and how to tell whether it is working. Everything can be measured in guest spend – not likes.
Most guests search for ‘restaurants near me’ directly on Google. Your profile must include opening hours, photos, a menu, a website link and up-to-date information. It is free and is the most powerful channel for a local hospitality business.
Reviews are the second most influential factor for guests, just behind photos. Actively ask for them (with a QR code on the receipt) and respond to every review – including negative ones. A steady stream of new reviews also improves your ranking on Maps.
Guests look for three things on your website: a menu with prices, opening hours and a phone number or booking option. A mobile-friendly version is essential – over 70% of visits to hospitality websites come from phones. Booking or ordering must be just one click away.
For Google to find you for searches such as ‘lunch menu Prague 5’ or ‘café Beroun’, your website needs pages and copy targeting those queries. The essentials: your town or city and local area in page titles, a fast website and a clearly laid-out menu on your own domain.
Choose one or two channels and do them well. Instagram works for atmosphere and food photography; Facebook works for events and a broader audience. Consistency beats perfection: 2–3 posts a week are enough, provided they are good quality.
Attracting a new guest costs much more than bringing an existing guest back. Collect contact details through events, competitions and bookings, and send a monthly update: a seasonal menu, an event or a change. Email delivers some of the best returns relative to cost in hospitality.
Without measurement, marketing is guesswork. Track at least: website traffic, guests who call or book, the number of reviews, occupancy following an event and guest spend. If you measure, you know which channel brings in guests – and which just costs you money.
What each channel does, how much it costs and what to watch out for. Start at the top and work your way down.
| Channel | What it is for | Costs | Impact |
|---|---|---|---|
| Google Business Profile and Maps | New guests from the local area | Free (just your time) | Highest for local searches |
| Reviews | Trust and ranking on Maps | Free | Direct impact on guests’ decisions |
| Website + local SEO | Searches such as ‘lunch + town’ | One-off cost / maintenance | Long-term, growing as content is added |
| Instagram / Facebook | Brand, events, younger guests | Time + optional advertising | Strong, but requires consistency |
| Bringing existing guests back | Low | High return, quick to implement | |
| Paid advertising | Filling empty tables quickly | CZK 5,000–15,000+ per month | Immediate, but only with targeted campaigns whose results are measured |
| Delivery platforms | Visibility and new guests | Commission of 25–35% | Watch your margins – more about marketing than profit |
Five figures that tell you whether your marketing is working. All you need is a simple spreadsheet and 30 minutes a month.
| Metric | Why track it | Where to find it |
|---|---|---|
| Website traffic and its sources | See which channel brings people to your website (Google, Instagram, Maps). | Google Analytics / Search Console |
| Number of bookings and calls | The most accurate measure of interest; compare figures before and after a campaign. | Booking system + a simple log |
| New reviews and their ratings | An influence on both new guests and your ranking on Google Maps. | Google Business Profile |
| Occupancy and guest spend following an event | An event that makes no money is a cost – measure takings, not likes. | POS / till system |
| Cost per guest acquired | Campaign cost ÷ number of new guests. Above your limit = switch off the channel. | Simple spreadsheet |
Digital marketing for restaurants is not built on a single viral video, but on recurring content that guests come to associate with your business.
Choose 3 themes you want to be known for (e.g. seasonal ingredients, your chef, local suppliers). Each week, create a photo, a short video and some copy around those themes. Carry the same themes through your website, Google profile and social media.
Awareness grows through repeated exposure in your local area: an up-to-date Google profile, partnerships with neighbouring businesses, local events and replies to reviews. Track profile views and searches for your business name – these are the most accurate indicators of awareness.
AI can help you quickly prepare copy for the daily menu, replies to reviews or draft posts. But facts, prices and allergens must always be checked by someone working in the business – guests recognise generic copy and lose trust.
The foundations that bring in most guests are primarily about effort, not money: a Google profile, website, reviews and photos cost only your time or a one-off fee to have them done. For smaller businesses, a typical paid promotion budget starts at around CZK 5,000–15,000 a month; the key is to measure how many guests and how much spend each channel brings in.
You will see the first effects on Google Maps and in reviews within a few weeks. Social media and email tend to build repeat visits over months. Paid advertising works from day one, but without solid foundations in place — your map listing, website and reviews — you will pay more than you need to.
Yes, but only if you can keep posting regularly. One well-managed channel — typically Instagram or Facebook — with quality photos and an up-to-date daily menu is better than five half-hearted ones. For most businesses, though, Google is the most important channel: it is where guests search when they are hungry and nearby.
The simplest approach is to ask directly when a guest is happy: a QR code on the receipt or table with a short message such as “Enjoyed your visit? Let us know on Google.” Never buy or delete reviews — reply to all of them, including critical ones, always addressing the specifics politely.
It depends on your menu margins. Platforms typically charge 25–35% commission, so a standard menu with a food cost of around 30% often leaves little or nothing. Treat delivery as marketing and a channel for attracting new guests, not as a profit centre — and track how many customers subsequently visit in person.
Marketing is one of the areas we address through the Compass programme and operational audits. We review your online presence, figures and processes, then use what we find to build a system that brings in guests with measurable results – not by chance.
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