Market It Like Trump: The Restaurant Marketing Playbook

Disclaimer: This article is not about politics and does not endorse or criticise any political party, candidate, or ideology. It is simply a marketing and business lesson drawn from the way political campaigns operate. Just as political strategists focus on different types of voters, restaurant owners must understand their customer base and allocate their resources wisely. The goal here is to learn from strategy, not debate politics.

The political landscape in the United States is deeply divided between Democrats and Republicans. A lifelong Democrat is unlikely to switch sides and vote Republican and vice versa. So, what does a campaign like Donald Trump’s focus on? The independent, undecided voters—the ones who can be swayed. At the same time, he energizes his loyal base, ensuring they turn up in numbers on election day.

Now, let’s bring this strategy into the restaurant business.

The Three Customer Types in Your Market

Just like in politics, your restaurant has three types of customers:

1. The Loyalists – Your Republican Base

These are the guests who love your restaurant. They’ve dined with you before, they trust your food and service, and they are your biggest supporters. However, just like voters, they need motivation to keep showing up.

• Keep engaging them – Loyalty programs, VIP events, and personal touches (like remembering their favourite dish) go a long way.
• Make them feel valued – A simple “We appreciate you” message or an exclusive discount for repeat visits keeps them invested.
• Encourage them to bring others – Referral incentives or “bring-a-friend” promotions turn them into your best marketers.

2. The Opposition – The Diehard Democrats

Some people just won’t like your restaurant. Maybe they had a bad experience once. Maybe they prefer another cuisine. Maybe they just don’t like change. Whatever the reason, trying to convert them is a waste of time and resources.

• Don’t chase them – Winning them over would take too much effort, and even if you did, they might not become loyal patrons.
• Let them go – Focus your energy elsewhere instead of trying to convince those who have already made up their minds.

3. The Undecided – The Swing Voters

This is where the magic happens. These are potential customers who don’t have strong loyalty to any particular restaurant. They are open to trying new places but need the right nudge to choose you over the competition.

How Do You Win Over the Swing Voters?

Just like a political campaign, you need targeted marketing, strategic messaging, and the right incentives to get these undecided customers through your doors. Here’s how:

1. Be Visible Where They Are

You can’t convince someone to try your restaurant if they don’t know you exist. Swing voters are looking for recommendations, scrolling social media, checking Google reviews, and watching influencers. Your job is to show up at the right time.

• Invest in local digital advertising – Google Ads, Facebook, and Instagram ads targeting people in your area help get you in front of potential customers.
• Leverage influencers and food bloggers – People trust word-of-mouth recommendations. Get a well-known local foodie to review your restaurant or showcase your best dishes.
• Encourage customer-generated content – Ask guests to tag you in their photos and share their experiences. Authentic social proof goes a long way.

2. Make the First Visit a No-Brainer

Indecisive customers need a strong reason to choose your restaurant over another. Give them an irresistible offer to make that first visit happen.

• First-time customer discounts – Offer something like “Your first coffee is on us” or “10% off your first visit.”
• Limited-time deals – Creating urgency with an offer like “Try our new menu this weekend only” encourages them to take action.
• Collaborate with delivery apps – Many undecided customers find new restaurants through Uber Eats, Mr D, or Bolt Food. If you offer free delivery or a special discount for first-time orders, they’re more likely to give you a shot.

3. Make It Easy to Say Yes

Reducing friction makes it easier for a swing voter to choose your restaurant. If the process is simple and convenient, they are more likely to give you a try.

• Optimize your Google Business profile – Ensure your location, hours, and contact details are up to date.
• Have an easy-to-navigate website – A simple online menu, clear pricing, and an option to book a table make decision-making effortless.
• Offer multiple ordering options – Some swing voters may want to dine in, while others prefer takeaway or delivery. Give them choices.

4. Turn the First Visit Into a Habit

Getting someone to try your restaurant once is good. Getting them to come back again is where the real win happens.

• Capture their contact information – Offer a discount in exchange for their email or phone number. Now you can send follow-up offers.
• Send a follow-up message – A simple “Thank you for visiting! We’d love to see you again. Here’s 15% off your next meal” can work wonders.
• Introduce a loyalty program – “Visit us three times and get a free dessert” is a great way to encourage repeat business.

5. Use Emotional Marketing to Connect

Swing voters don’t just choose based on price or convenience—they respond to stories, experiences, and emotional connections.

• Highlight your restaurant’s unique personality – Are you family-owned? Do you have an interesting backstory? People love to support businesses with a soul.
• Show behind-the-scenes content – A video of your chef preparing a signature dish or your team celebrating a special occasion makes your brand feel relatable.
• Create an emotional hook – Position your restaurant as the place for celebrations, comfort food, or an escape from everyday life. Give people a reason to feel something.

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The Takeaway

You’re not going to flip your “Democrats,” and your “Republicans” will only stay engaged if you keep giving them reasons to show up. But the undecided market—those people who are open to trying something new—is where you should focus your marketing efforts.

So, market your restaurant like Trump markets his campaign. Keep your base engaged, ignore the ones you’ll never win, and aggressively go after the undecided customers with a targeted, strategic approach. That’s how you grow your restaurant’s following—and, ultimately, your revenue.