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Restaurant Management Glossary

Glossary of Marketing and Sales for Restaurants

The 28 marketing and sales terms for restaurants: upselling, NPS, buyer persona, customer journey, online reviews, Google My Business and more.

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Marketing, Sales and Customer — restaurant management glossary ChefBusiness
Glossary

28 terms on marketing, sales and customer

A full restaurant is not always a profitable restaurant. But without customers, no numbers work. These concepts connect operations with the market and the customer.

13 High priority
15 Complementary
28 Block total
Key concepts

The terms you must master

Upselling

Suggesting a higher-value option to the customer. The goal is to increase the average check naturally and without pressure.

restaurant upselling techniques

NPS

Net Promoter Score. Measures the likelihood that a customer will recommend you. Better predicts loyalty than Google stars.

restaurant NPS how to measure

Retention Rate

Percentage of customers who repeat their visit. Direct indicator of experience quality and concept strength.

restaurant retention rate

Churn Rate

Percentage of customers who remain customers after a given period. Retaining is cheaper than acquiring.

customer retention restaurant

Online Review

Public opinion from a customer on Google, TripAdvisor or social media. One negative review can cost dozens of potential customers.

google reviews restaurant management

ORM

Online Reputation Management. Active management of digital reputation: responding to reviews, proactively requesting feedback.

online reputation restaurant management

Buyer Persona

Representation of the ideal customer built with real data: behavior, motivations, habits and spending capacity.

restaurant buyer persona how to define

Customer Experience

Customer overall perception of their interaction with the restaurant. It is not just the food — it is the entire journey.

restaurant customer experience

No-Show

Reservation that does not show up without notice. One of the main sources of revenue loss in restaurants with reservations.

no-show restaurant reservations how to avoid

Loyalty Program

Incentive system to reward recurrence: points, discounts, exclusive experiences, priority access.

restaurant customer loyalty program

Google My Business

Business listing on Google. First impression for 80% of customers searching for nearby restaurants.

google my business restaurant optimization

Brand Identity

Set of visual, verbal and experiential elements that make the restaurant recognizable: logo, tone, atmosphere, service.

restaurant brand identity

Food Photography

Professional photography of dishes and space. It is the first decision filter for digital customers before booking.

restaurant food photography
Marketing, Sales and Customer — professional restaurant management

Every concept on this list is a lever for improvement in your restaurant. Mastering them is the difference between managing with criteria or improvising.

Chef John Guerrero · ChefBusiness

All terms

Complete glossary of marketing, sales and customer

M

Cross-selling

Offering complementary products to what the customer has already ordered. "Shall we add a side?" is cross-selling.

C

Downselling

Offering a lower-priced alternative when the customer hesitates. Better to sell something than to lose the sale.

M

LTV

Lifetime Value. Total economic value of a customer throughout their relationship with you. A customer who comes 20 times/year at €35 = €700/year LTV.

M

CAC

Customer Acquisition Cost. Marketing investment needed to acquire a new customer. If it exceeds LTV, you lose money.

M

Gastronomic CRM

System to manage customer relationships: visit history, preferences, segmentation for communications.

M

Customer Segmentation

Division of the customer base into groups with common characteristics to personalize communication and offers.

M

Customer Journey

Map of all touchpoints between the customer and the restaurant: from first awareness to repeat visits.

M

Moments of Truth

Critical points of the experience where customer perception is formed or broken: arrival, first course, bill.

M

Email Marketing

Direct communication with customers via email: menu updates, events, exclusive offers, birthdays.

M

WhatsApp Marketing

Use of WhatsApp Business for direct communication: reservation confirmations, daily menu, segmented promotions.

M

Gastronomic Storytelling

Narrative construction of the restaurant's history, chef and concept. Connects emotionally with the customer.

M

Influencer Marketing

Collaborations with content creators to give visibility to the restaurant. Variable effectiveness; selection is key.

M

ADR

Average Daily Rate. Average revenue per unit sold per day. More used in hotels, applicable to restaurants with reservations.

M

Gastronomic Funnel

Conversion process: discovery → interest → reservation → visit → loyalty. Each stage has its own metrics.

M

Conversion Rate

Percentage of people who move from one funnel stage to the next. For example, from visiting the website to making a reservation.

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How we help you with marketing, sales and customer

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Related challenges

Other challenges we solve

How to attract customers to your restaurant

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How to increase the average check

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Complete glossary

Other glossary blocks

Finance and Profitability → Opening & Pre-Operations → Operations & Kitchen → Staff and Human Resources → Business Model and Strategy → Menu and Product Engineering → Legal, Tax & Regulatory → Technology and Digitalization → Sustainability and Trends → Space, Design and Physical Experience → Diagnosis, Audit and Methodology → Investment, F&B and International Expansion → Types of Food Service Concept →

See full glossary →

Services

Our consulting services

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01
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Complete audit, cost control, KPIs, and continuous improvement plan for operating restaurants.
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Concept & Opening
Concept development, viability, menu, business plan, and support through opening.
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Personalized mentoring for owners and chefs. In-person and video sessions.
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Digital Transformation
AI, local SEO, digital marketing, and automation for restaurants seeking more visibility.
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International Investors
End-to-end support for foreign entrepreneurs: visas, licenses, concept, and opening in Madrid.
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FAQ

FAQ: marketing, sales and customer

How can I increase my restaurant's average check without raising prices?
With well-executed upselling and cross-selling. Train your front-of-house team to suggest premium beverages, sides, shared desserts or wine pairings. A €2-3 increase per cover in an 80-cover restaurant/day means €5,000-7,000 more per month.
Is it worth investing in influencer marketing for a restaurant?
Depends on the influencer's profile and your concept. A local micro-influencer with real audience (2,000-10,000 neighborhood followers) can generate more bookings than a generalist macro-influencer. The key is relevance, not numbers.
How do I manage negative reviews on Google?
Always respond professionally and without excuses. Thank them for the feedback, acknowledge the problem if it existed, and offer a direct contact channel. A good response to a negative review can convince more customers than ten positive reviews.

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