How to Market a Restaurant Effectively in 2020

In some ways, marketing your restaurant effectively has never been easier. Here in 2020, with the current digital landscape, the sky’s the limit when it comes to the multitude of tools you’ll find online to get the word out about your dining establishment.

The problem is, your competition knows this, too.

As we mentioned in our last blog post, around 30% of restaurants fail the first year and 60% after three years. That means you’ve got to come up with some pretty inventive marketing tactics for your restaurant to compete with the more than 660,000 other eateries in the United States.

Before we get into how to market your restaurant effectively, let’s talk about the importance of your marketing strategy.

Why Your Restaurant Needs a Marketing Strategy

There’s no limit to the many ways you can effectively market your restaurant. But if you don’t have a marketing plan or strategy, you’ll be wasting valuable time and money guessing at what works and what doesn’t. Here are the seven steps you need to take to create an effective restaurant marketing strategy:

Determine your objective – Assess your current business needs and ask yourself what you’re trying to gain from marketing. Be as specific as possible. Do you want to drive more traffic? Improve your brand image or expand awareness? Become more discoverable online?
Decide how you’ll measure success – Once you’ve decided what you’re trying to accomplish with marketing, it’s time to set some specific and quantifiable KPIs (key performance indicators) that will help measure success. Although marketing will always involve some amount of trial and error, it’s important to use data to help you understand what’s working and what’s not, so you can course correct along the way.
Create a marketing budget – Setting your budget before you complete your marketing plan ensures you’ll stay within your limits and keeps you from spending reactively, which can get you into financial trouble. Keep in mind: time is money. Take into consideration your bandwidth to focus on marketing and whether you’ll need to outsource any support.
Define your audience – Before you start marketing, it’s important to consider who your customers are. Think about the demographics of your current or potential customers. How old are they? What are their interests? What do they do for a living? Where do they spend their time? Knowing who your customers are and who you want to attract will help when it comes to the type of marketing you do and the messaging you use.
Note your customers’ needs – Consider the problems or needs you’re solving for your customers — and here again, get specific. Sure, if you’re a restaurant, they’re probably hungry. But dig a little deeper: what are they looking for when they walk through your doors? Are they looking for a comfortable place to gather with friends? Do they prioritize fast service and affordability? Make a list to refer to later as you brainstorm marketing messaging.
Identify your true strengths – Rather than generically marketing your restaurant’s assets, think about what you’re doing that really keeps your customers coming back for more and what makes you stand out from the competition. Ideally, this should align with the needs you identified in Step 5. If you currently own a restaurant, what are the aspects they like about it? Do they enjoy the atmosphere? Is it a great location? What about the service? Are you known for specific items on your menu?
Bring it all together – Now that you have an idea of what you’re trying to accomplish, who your customers are, and your competitive strengths as an establishment, it’s time to put all of it to use by launching your restaurant marketing campaign.

5 Effective Restaurant Marketing Ideas and Tactics

You have a restaurant marketing plan; now it’s time to implement it. Here are 5 tactics and tools you should consider using to reach your key audiences:

1. Tap into social media

This is probably a given. Though there are plenty of social media platforms out there, Instagram is the best for marketing your restaurant, and Facebook comes in a close second. Posting high-quality photos of your dishes and drink offerings is the way to go, along with short videos of your friendly staff and events going on at your eatery. Here’s a great guide to get you started.

2. Build a website or online store

In 2020, a clean, professional-looking website is a must. A website makes it easy for your current and potential customers to find you. Items to include on your website are high-quality images of your establishment and the food, along with contact info and location, a current and scannable online menu, online ordering capabilities (especially during Covid) and if you really want to get people talking, an online store with cool swag.

3. Invest in SEO

Building a website is one thing; making sure people actually discover you online is another.

Let’s say you’re a pizza chain in Philadelphia. If someone performs a Google search for “best pizza in Philly,” you want to make sure you show up at the top of those search results. Take time to research guidelines and best practices as you’re building your site and putting content on it — or consult an expert to help you optimize.

4. Leverage word of mouth

Speaking of people talking, according to Atlanta-based word-of-mouth marketing agency Fizz, 76% of Americans don’t believe ads, 92% say word of mouth is the best source for product ideas and 15% of every conversation includes a branded product or service. Word of mouth is exactly what it sounds like: people talking about your restaurant to other people.

Though it can be done in-person (with the right strategy), it can be done online as well. Think about when you shop on Amazon. How often do you read the reviews for products in which you’re not familiar? Most likely, quite a bit.

A great customer review on Yelp!, social media or even on your own website can increase your traffic exponentially. Because everyone at some point asks for restaurant recommendations, whether they’re travelling or they’re just tired of the same old place in their own town.

Keep in mind, though, to pull off word-of-mouth marketing you need a strategy. If you want to learn more, Fizz even has a book.

5. Create a loyalty program

This is a great tactic if you’re trying to build up repeat business. While there are a variety of software platforms that make this easy to do — in fact, your POS or restaurant management software may have a built-in capability — you can also make it as simple as having a punch card.

How To Measure Success: Restaurant Marketing KPIs

You’ve got your tactics and strategy; now you need to measure your results. To do this, you’ll need KPIs. Otherwise known as Key Performance Indicators, KPIs are measurable data to help you see how well your restaurant marketing strategy is working. They help you quickly determine which tactics are working and which aren’t so you can revise your strategy as you go along. Go beyond revenue; a few KPIs to keep track of when marketing your restaurant include:

Website traffic
Social media traffic and interactions
Customer reviews

For an in-depth look at these and more KPIs, here’s a great guide.

Effective Restaurant Marketing in 2020: Get Creative

In 2020, there are more marketing channels and tools at your disposal than ever before. But there’s also more competition. That means you’ve got to get creative and let your KPIs be your guide. Remember: stay true to your brand, keep your audience front and center — and get marketing!

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Product and Company News

Kickfin Makes the 2026 Inc. 5000 — Again. And We’re Just Getting Started.

For the third year running, Kickfin has been named to the Inc. 5000 — Inc. magazine’s definitive ranking of the fastest-growing private companies in America — earning our place once again among the fastest-growing companies in restaurant and hospitality technology.

Three years on the Inc. 5000 isn’t a lucky streak. It’s a scoreboard — and it says the same thing every year: the industry is moving off cash, and it’s moving to Kickfin.

Restaurants and hospitality groups are walking away from cash tip-outs, spreadsheets, and pay cards — and they’re not looking back.

Growth that’s built on getting operators out of the cash business

Three straight years on this list is the result of one simple idea taking hold across the industry — but the metric we’re proudest of isn’t ours. It’s our customers’.

Operators are trading 3 a.m. bank runs, $10,000 in the safe, and 45 minutes of manual tip math per shift for something that takes seconds. Southern Proper Hospitality went from three to four bank runs a week to one a month. RA Ventures — 55+ locations across three brands — handed managers back the four hours a night they used to lose to counting cash and paperwork, and eliminated bank runs entirely. At one of its concepts, 98% of employees opted into instant payouts the moment they had the choice. That’s not a software win. That’s giving managers their nights back — and employees their money faster.

We hit this ranking through a stretch that tested every operator in the country: labor shortages, rising costs, and razor-thin margins. Kickfin grew because in that environment, cutting hours of admin and eliminating cash risk stopped being a nice-to-have and became survival.

Why operators keep choosing Kickfin

Three things separate us in a category we’ve defined:

Tips go straight to the bank account employees already have. No proprietary card. No transfer fees to touch their own money. No credit checks, no age restrictions, no financial product nobody asked for. Marco’s Pizza chose Kickfin specifically to avoid handing staff a pay card. Rock N’ Roll Sushi eliminated the $1.50-per-shift fee employees were paying just to access their own tips somewhere else.

Tip math is calculated straight from the POS. Toast, Square, Micros, Lightspeed, R365, Union, SkyTab — Kickfin reads the shift data and calculates pools and shares automatically. No exports, no whiteboards, no “trust me, I did the math.”

Every payout is on an auditable digital ledger. Complete history by location, shift, and employee. When it’s time to answer a compliance question, the answer is already there.

The bigger story: this was never just about tips

Here’s what the ranking really signals. What started as the best way to pay out tips has become the disbursement infrastructure the hospitality industry runs money through — POS-native, API-first, and built for 50-state payroll compliance from day one.

Payroll and HCM platforms have noticed. Companies like iSolved, Auris, Adora, Netchex, and AllianceHCM are embedding Kickfin’s API to deliver instant tip and wage disbursement to their own restaurant customers. We’re not a feature bolted onto someone else’s stack — increasingly, we are the stack.

And we’re not slowing down. Something big is coming in early 2027 — the next chapter in how Kickfin moves money for the hospitality industry. We’re not ready to show all of it yet, but if the last three years are any indication, it’s worth watching this space.

The Inc. 5000 measures how fast a company has grown. What it can’t capture is why: we’re building the rails for how the entire hospitality industry pays its people. The tip management category is ours to lead today — and it’s only the beginning of what Kickfin is building.

Thank you — you built this list

Every place on the Inc. 5000 is really thousands of shift-end tip-outs that went off without a hitch, thousands of bank runs that never happened, and thousands of employees who got paid instantly and fairly. That’s on our customers. We owe this ranking to the operators who trusted us with the least glamorous, highest-stakes 20 minutes of their night — and to the teams who show up for them beyond business hours, because restaurants don’t clock out at 5.

We’re honored to be on the 2026 Inc. 5000. We’re more excited about what we’re building next.

See why the fastest-growing restaurants are ditching cash tip-outs for good. Book a demo →

Product and Company News

2025 Roundup: Your Favorite New Tip Management Features

2025 was a defining year for Kickfin and the customers who rely on our software to automate their tip management processes

Driven by direct customer feedback and the evolving realities of restaurant operations, our Product Development team delivered a wave of meaningful enhancements across tip calculation, integrations, user controls, and accounting.

Before we look ahead to 2026, here’s a look back at the product advancements that made Kickfin more robust, more flexible, and more ready to meet the demands of restaurant teams than any other tipping solution.

Advanced Tip Calculator Enhancements

n 2025, we significantly expanded the functionality of Kickfin’s Tip Calculator. Here are a few standout features that we released:

Separate Tips and Auto-Gratuities

Kickfin now tracks tips and auto-gratuities separately, allowing operators to report them independently to payroll and manage them differently for tax purposes.

This distinction is especially important in light of the 2025 No Tax on Tips legislation. While tipped employees no longer pay federal income tax on the first $25,000 in tips earned annually, auto-gratuities, service fees, and other compulsory charges remain taxable.

Kickfin ensures those earnings are categorized correctly from the start — reducing downstream payroll and compliance risk.

House Accounts for Service Charges

Not all service charges are distributed 100% to employees — and Kickfin allows you to handle that with “House Accounts.”

Operators can retain a portion of service charges while distributing the remainder to the team. This is particularly valuable for:

Special events and private dining
Paying out job roles that don’t typically participate in tip pools (e.g., event managers)
Maintaining clarity and transparency around service charge allocation

More Flexible Tip Share Logic

No two restaurants share tips the same way — and Kickfin’s calculator now supports even more real-world scenarios.

Operators can configure tip shares:

By shift or by check close, ensuring support staff are compensated appropriately even if they didn’t touch a specific check
By hours worked or split evenly, a level of flexibility that remains unique to Kickfin
With advanced rules for “remaining tips,” allowing operators to define how servers and bartenders split earnings after support positions are paid out.

These enhancements allow Kickfin to support everything from simple pools to highly complex policies.

Check-Level Edits for Greater Accuracy

POS data doesn’t always capture every nuance, so managers may need the ability to make changes.

Kickfin now supports individual check-level edits for:

Cash tips
Auto-gratuities
Check details and splits

This ensures large parties, special events, and edge cases are handled accurately.

Tip Calculator Change Log for Auditability

Any check-level change made by a manager is recorded in a detailed change log. This creates a clear audit trail, helping operators resolve questions quickly and reinforcing transparency and trust with staff.

Enhanced Functionality for Smarter Cash Handling

Thousands of restaurants use Kickfin because they don’t have enough cash on hand to pay out credit card tips, and they want to reduce the amount of cash handling in their restaurant altogether.

However, we know cash will probably always be a (small) part of the equation. Kickfin makes it easy for you to handle that with some added functionality:

Tips left in cash: If a diner leaves a pile of cash at your table, it might not get recorded in your POS. However, Kickfin allows you to record it and distribute it through our platform.
Cash payouts: Many operators may want to distribute all of the cash left in their register at the end of a business day to avoid bank runs for deposits. Again, that’s easy to do with Kickfin’s “Blended Payouts” feature.

Enhanced Support for Toast Delivery Service Tips

Kickfin now handles Toast Delivery Service tips more intelligently by excluding driver tips from the general tip pool and assigning those tips directly to the delivery driver. This ensures tips are distributed exactly as intended.

Kickfin delivers on all of those fronts by:

Freeing managers up from bank runs and the back office, so they can focus on everything that can’t be automated.
Ensuring employees walk out the door with their earnings already in their existing bank account, no waiting, no detours.
Helping operators stay compliant, track everything, and uncover new efficiencies.

Expanded POS and Payroll Integrations

New POS Integrations

In 2025, we expanded our POS ecosystem with new integrations including Union POS and rPOWER. POS integrations eliminate manual uploads, reduce errors, and enable real-time tip calculation and reconciliation. Learn more about integrating your POS with Kickfin.

New Payroll Integrations

We also launched new payroll integrations with ADP Run, Paylocity, and Restaurant365 Payroll.

Once activated, Kickfin generates export files that sync seamlessly with your payroll system — significantly reducing manual work for payroll teams.

Looking Ahead

platform that keeps pace with the ever-changing complexity of modern hospitality operations.

If you’re not yet using Kickfin, now is the time to see what advanced tip management really looks like 👉 Schedule a demo today!

If you’re already a Kickfin customer, our team is happy to walk you through what’s new. 👉 Schedule a quick consult to learn more.

And of course: Stay tuned for what’s to come in 2026!

Product and Company News

Kickfin Named to Deloitte Technology Fast 500 List for Second Consecutive Year

Kickfin is proud to announce that we have once again been named to the 2025 Deloitte Technology Fast 500™, a ranking of the fastest-growing technology, media, telecommunications, life sciences, fintech, and energy tech companies in North America, now in its 31st year.

Kickfin is the only company on the list purpose-built for restaurants and bars to automate tip management — marking another major milestone for our team, our partners and the thousands of restaurant operators who trust us to modernize their tip-pooling and payout workflows.

Why it matters

When it comes to tipping out employees, cash is no longer king — and needs are changing fast. Hospitality workers demand (and deserve!) faster, cashless payouts; burned-out managers need more hours in their day; and now more than ever, operators care about visibility, compliance, and employee satisfaction.

Kickfin delivers on all of those fronts by:

Freeing managers up from bank runs and the back office, so they can focus on everything that can’t be automated.
Ensuring employees walk out the door with their earnings already in their existing bank account, no waiting, no detours.
Helping operators stay compliant, track everything, and uncover new efficiencies.

What sets Kickfin apart

There’s a reason Kickfin is the best-in-class tip management solution.

Broader POS integrations: We’ve expanded our direct integrations with leading POS brands, including Toast, Square, SkyTab, Genius POS, Union, and more — so managers can pool and pay out tips in a matter of clicks.
Enhanced tip-pool logic and flexibility: Our platform automates even the complex tip pool policies, with more tip pooling and automated reconciliation features than any other solution, while keeping the end-user experience simple and intuitive.
Instant, cashless payouts: With fewer cash drawer runs and real time bank deposits, teams experience faster shift-close, fewer errors and improved satisfaction.
Built-in compliance and reporting: As tip-pooling regulations continue to evolve, Kickfin empowers customers with robust features like digital paper trails and payroll integrations to ensure accuracy and compliance from end to end.
Customer success focus: Our fully U.S.-based Customer Success team is partners with customers to make onboarding fast and easy, no matter how tricky your tip policy may be, so you get ROI right away.

A big thank you

We’re honored to be recognized by Deloitte, and even more excited about what comes next. For restaurant operators, managers and employees alike, the future of tip management is here, and we’re thrilled to be your partner.

Ready to see what automated tip pooling and instant payouts look like in action? Book a demo today!

Product and Company News, Technology and Software

New Kickfin Feature Alert: Blended Payouts Are Here!

Brand new feature, coming in hot!

As part of our latest product release, Kickfin now offers Blended Payouts for even easier, fully automated tip management and reconciliation.

Why Blended Payouts Matter

Now more than ever, restaurant guests use credit cards or digital payment methods instead of cash. For many operators, that means there isn’t enough cash on hand at the end of a shift to pay out tips. But employees still want to receive their payouts immediately after clock-out.

As our customers know, Kickfin solves for those cash shortages by automating and digitizing the payout process — giving you the power to send instant, cashless payouts directly to your employees’ bank of choice, 24/7/365.

The result: minimal cash handling and risk, better accuracy and tracking — and of course, fewer bank runs.

However, digitizing payouts often results in some leftover cash in the drawer. Over time, we’ve heard from customers who prefer to use up that cash to pay out tips, then distribute the remaining tip amounts via Kickfin.

With Blended Payouts, you can do just that — and still account for every penny paid out, quickly and accurately, within the Kickfin platform.

How Blended Payouts Work

As always, all Kickfin customers can still choose to split individual payment amounts between instant payouts and payroll. Once you enable the new Cash Payouts feature, you will now be able to account for any cash tip payments that were also distributed.

Note: This feature lives within Kickfin’s Tip Calculator, which means you must have an active POS integration to use it.

Once it’s enabled, you’ll see the new “Cash Payouts” button on the Payment Review screen.
After clicking the button, users will be able to enter the individual cash amounts that were distributed to employees.
Back on the Review screen, you’ll see instant payout, payroll, and cash payment amounts for each employee. All three payment methods will have their own line items and be accounted for under your Payment Details.

Watch here for a full walkthrough of the new feature.

Ready to enable Blended Payouts?

If you’re a current customer, in touch with our Customer Success team at support@kickfin.com to activate this new feature.

(Not a customer yet? Click here to see Kickfin in action and learn how you can automate tip pooling and payouts!)