Look, I get it. You’re busy. Between managing staff, sorting out deliveries, and making sure the kitchen hasn't set anything on fire, the last thing you want to think about is 'digital marketing.'
You’ve probably been told you need to post on Instagram three times a day or dance on TikTok to get people through the door. Honestly? Most of that is a massive waste of time. I’ve seen too many cafe and restaurant owners spend hours on pretty photos only to have their slowest Tuesday on record.
There’s a better way. It’s old school, it’s not particularly 'sexy,' but it works better than anything else we’ve tried for our clients. I’m talking about building an email list.
The Instagram Trap
We had a client—a great little spot over in West End—who was obsessed with their Instagram following. They had 10,000 followers. Every time they posted a photo of a burger, they got hundreds of likes.
But when they had a quiet Thursday and posted a '2-for-1' deal? Crickets.
Why? Because the algorithm decided not to show that post to their fans. Instagram wants you to pay for ads to reach your own bloody followers. It’s a racket. If you feel like your Instagram isn't filling tables, you aren't alone. It’s the most common frustration we hear.
When you have an email list, you own that connection. No middleman. No algorithm. If you have 2,000 people on a list and you send an email at 4:00 PM on a rainy Thursday, it lands in their pocket. That’s power.
How We Built a List From Scratch (Without Being Annoying)
Nobody wakes up and thinks, "I really want to join another newsletter." If you just put a box on your website that says "Sign up for updates," you’ll get zero sign-ups. Maybe your mum will join. That’s it.
To get people to give you their email address, you have to give them something they actually want. For this West End client, we didn't do anything fancy. We just put a little card in the bill folders and a sign at the counter:
"Join the Inner Circle. Get a free drink on your next visit and a birthday treat on us."
Simple. Effective. People love free stuff, and they especially love feeling like they're part of a 'club.'
We also made sure their website was set up properly. You don't need a complex site, but you do need to make sure your website works on phones so people can join the list while they’re waiting for their coffee.
The "Birthday Hack" That Printed Money
This is the single most effective thing we’ve ever done for hospitality businesses.
When someone joins your list, you ask for their birth month. Then, on the 1st of that month, they get an automated email: "It’s your birthday month! Bring three mates in for dinner and your main meal is on us."
Think about the math on that. They aren't coming alone. They’re bringing a group. They’re buying drinks. They’re probably buying dessert. You’ve given away one $30 steak to get a $200 table booking.
"The biggest mistake I see is owners treating email like a megaphone for boring announcements. If you aren't offering a clear 'what's in it for me' in every single send, you're just training your customers to hit delete."
— Lisa Nguyen, Digital Strategy Consultant
Turning Quiet Nights Into Busy Ones
Once you have a list, you can fix your biggest headache: the quiet shifts.
Our client in West End used to dread Tuesdays. They’d have three staff standing around and maybe four tables all night. They were losing money every time they opened the doors.
We started a "Secret Tuesday" email. Every Monday afternoon, we’d send a quick note to the list. No fancy graphics, just plain text.
"Hey [Name], Tuesday is usually our quietest night, so we want to look after our locals. Show this email tomorrow and we’ll shout you a glass of wine with any pasta dish."
Because it felt like a personal note, people responded. Within a month, Tuesdays went from their worst night to being consistently half-full. That’s the difference between breaking even and actually making a profit.
Stop Overcomplicating the Tech
You don't need a degree in IT to do this. There are plenty of tools out there like Mailchimp or MailerLite that are basically free until you get a few thousand people on your list.
What matters isn't the software; it's the consistency. If you only email people once every six months, they’ll forget who you are. If you email them every single day, they’ll hate you.
Once a week or once a fortnight is the sweet spot. Share a story about a new dish, introduce a staff member, or give them a reason to come in this weekend.
What About the Cost?
People ask me all the time: "Is it worth the time?"
Let’s look at the numbers. - Printing some cards for the tables: $50. - Email software: $0 to $30 a month. - Your time to write one email a week: 20 minutes.
Compare that to spending $500 a month on Facebook ads that might not even work, or giving away 35% of your revenue because UberEats is killing your profit.
Email is the cheapest, most reliable way to get repeat customers. And repeat customers are where the real money is made in this industry. New customers are expensive to get. Repeat customers just need a reason to come back.
The Step-by-Step Plan
If you want to start this tomorrow, here’s exactly what I’d do:
1. Pick a tool. Sign up for a basic email platform. Don't overthink it. 2. Create your 'Ethical Bribe.' Decide what you’re going to give people for joining. A free coffee? A glass of wine? 10% off their first visit? It needs to be worth their time. 3. Get the word out. Put a sign on the counter. Put a link on your Facebook page. Put a QR code on your menus. 4. Send the first email. Don't try to be Shakespeare. Just be yourself. "Thanks for joining our list, here is your voucher, hope to see you soon." 5. Automate the birthday offer. Set it and forget it. It’ll run in the background while you’re running the business.
My Honest Take
Look, I’m not saying you should delete your Instagram. It has its place for showing off your food. But don't rely on it.
If Mark Zuckerberg decided to shut down Instagram tomorrow, would your business survive? If the answer is no, you’re in a dangerous spot.
An email list is an insurance policy for your business. It’s a way to fill tables on demand without begging an algorithm for permission. It’s the closest thing to a 'sure thing' in marketing.
If you’re struggling to get people through the door and you’re sick of wasting money on ads that don't work, give this a crack. It takes a bit of effort to set up, but once it’s running, you’ll wonder why you didn't do it years ago.
If you want a hand getting this set up properly so it actually makes you money, give us a shout at Local Marketing Group. We’ve done this for plenty of Brisbane venues and we know what works in the real world.