The Top 10 UAE Restaurant Marketing Strategies

In the United Arab Emirates, the food scene is just as diverse and exciting as its people. Although the growing number of eateries in the country make for a great night out for patrons, there’s no doubt that pressure on restaurant owners is fierce. Indeed, for any restaurant wanting to stand out in cities like Dubai or Abu Dhabi, UAE restaurant marketing strategies have become more indispensable today than ever.

Take the example of one mid-sized Abu Dhabi restaurant chain that specializes in Emirati cuisine. Despite its authentic and well-loved menu, the restaurant struggled to attract new customers and maintain consistent foot traffic. By revamping their marketing approach, the restaurant managed to gain a 30% increase in customers in barely six months!

Table of Contents

1. Cracking the Emirati Restaurant and Hospitality Market
2. The Top 10 UAE Restaurant Marketing Strategies.
   1. Optimize Your Menu: Getting Down to Basics
   2. Make Use of Local Search Engine Optimization (SEO).
   3. Be Active on Instagram and TikTok.
   4. Provide Appealing Offers and Discounts.
   5. Leverage Influencer Marketing.
   6. Get an Online Ordering System.
   7. Run Loyalty Programs.
   8. Cultural and Religious Sensitivity.
   9. Capitalize on the Expat Community.
   10. Host Exclusive Cultural Events.
3. Supy's Role in Navigating Restaurant Challenges.
4. Conclusion
5. About Supy

In this blog, we will explore the top 10 marketing strategies that have proven to be successful for restaurants across the UAE. Whether you're looking to refine your current marketing efforts or start from scratch, these insights are designed to help you enhance your restaurant's presence, attract more diners, and ultimately, drive growth. Read on to learn more!

1.   Cracking the Emirati Restaurant and Hospitality Market

The UAE food service market is a vibrant and competitive industry, with an adventurous consumer base that’s constantly on the lookout for new dining experiences. The UAE boasts a diverse consumer demographic with an appetite for a wide range of cuisines, from traditional Emirati dishes to international flavours! This diversity presents a unique opportunity for food businesses to cater to varied tastes and preferences.

According to recent market research reports, the UAE food service market continues to grow steadily, driven by factors such as:

•         Increasing urbanisation
•         Rising disposable incomes
•         Expanding tourism industry
•         Shift towards convenience and online ordering

With such favourable market conditions, leveraging digital marketing can significantly enhance a food business's visibility and customer engagement. From social media to search engine optimization (SEO), there’s no doubt that an online presence has become an essential tool of survival in this competitive landscape.

Another crucial marketing tactic lies in embracing the country’s unique cultural landscape. This could involve incorporating traditional Emirati elements into your menu, décor, or even your service style. By offering localized experiences that resonate with tourists and residents alike, you’re well on your way to making your restaurant stand out!

Collaborations with influencers and partnerships with other local businesses are also a great way to expand your reach in the UAE. Here, the thriving social media scene means that a well-executed influencer campaign is a quick and effective way to bring attention to your brand.

2.  The Top 10 UAE Restaurant Marketing Strategies

Without further ado, here are our top strategies for standing out amongst the Emirates’ vibrant restaurant scene:

1. Optimize Your Menu: Getting Down to Basics

Before embarking on an expensive marketing journey, it’s important to make sure you’ve got the basics cleared first. Think of optimising your menu as ground zero of your marketing scheme. By focusing on high-margin items, seasonal offerings, and visually appealing descriptions, restaurants can guide customers towards profitable choices. Try to include popular local flavors in your menu that resonate with the UAE’s diverse customer base.

Case Study: La Petite Maison, Dubai

La Petite Maison in Dubai is an excellent example of how menu optimisation can boost business. Known for its fresh Mediterranean cuisine, the restaurant frequently updates its menu to highlight seasonal ingredients and popular dishes. By doing so, they keep the dining experience exciting and relevant. The strategic placement of high-margin items at the top of the menu, combined with mouth-watering descriptions and professional photography, has contributed to increased sales. Moreover, the inclusion of local flavors and ingredients has endeared the restaurant to the UAE's culturally diverse population, leading to a loyal customer base.

2. Make Use of Local Search Engine Optimization (SEO)

With a steady base for your food now in place, it’s important to set a similar foundation for your online presence. Establishing local SEO is a crucial step for restaurants in the UAE, as it ensures your business appears in local searches and attracts nearby customers. You can do this by setting up your Google My Business (GMB) profile, including accurate business information, photos, and customer reviews, to boost your restaurant's visibility. Additionally, using localised keywords in your online content helps your restaurant rank higher in search results, making it easier for potential customers to find you.

Case Study: Ravi Restaurant, Dubai

The Ravi Restaurant is a beloved Pakistani eatery in Dubai, and an excellent example of successful utilization of local SEO. By optimising its GMB profile with updated photos, accurate hours, and regularly responding to reviews, Ravi Restaurant consistently appears in the top search results for Pakistani cuisine in Dubai. Additionally, the restaurant has incorporated localised keywords such as "best Pakistani food in Dubai" and "Dubai’s top budget-friendly restaurant" into its website content and social media posts. This strategy has helped Ravi Restaurant attract both locals and tourists, resulting in increased foot traffic and online orders.

3. Be Active on Instagram and TikTok

Social media is a powerful tool for restaurants in the UAE to connect with their audience, showcase their offerings, and drive customer engagement. By regularly posting high-quality content, such as photos of dishes, behind-the-scenes videos, and customer testimonials, you can keep your restaurant at the top of your customers’ minds. Running video marketing campaigns is also a great way to encourage customer interaction and increase your follower count.

Case Study: Salt, Dubai

Salt, a popular burger joint in Dubai, has mastered the art of social media marketing. With a strong presence on Instagram, Salt regularly posts vibrant photos and videos of their signature burgers, creating a visual feast to attract customers. They also engage their audience with creative campaigns, such as the "Salt Surprise," where customers can win free meals by participating in social media challenges. By actively engaging with their followers and encouraging user-generated content, Salt has built a loyal online community and significantly increased foot traffic to their locations.

4. Provide Appealing Offers and Discounts

Offering appealing promotions and discounts is an effective way to attract new customers and retain existing ones in the competitive UAE market. Limited-time offers, happy hours, and special discounts for holidays or events can create a sense of urgency and encourage customers to visit your restaurant. Additionally, bundling offers with unique experiences, such as themed nights or live entertainment, can further enhance customer appeal.

Case Study: Nando's, UAE

Nando's, the famous Afro-Portuguese chain, has successfully used promotions and discounts to draw customers in the UAE. They frequently offer limited-time deals, such as “Buy One, Get One Free” on select menu items, and special discounts during Ramadan. Nando’s also bundles offers with unique dining experiences, like their popular “Peri-Peri Nights,” which feature live music and exclusive menu items. These strategic promotions have helped Nando’s maintain a strong customer base and stand out in the competitive UAE restaurant market.

5. Leverage Influencer Marketing

Influencer marketing is a powerful tool in the UAE, where social media plays a significant role in consumer behavior. Collaborating with popular food bloggers and local influencers can amplify your restaurant's reach and credibility. Hosting influencer-led events, social media takeovers, or co-creating content can generate excitement and draw new customers to your restaurant.

Case Study: Salt, Dubai

This popular food truck turned restaurant in Dubai is a wiz at using influencer marketing to build its brand. By inviting local influencers to experience their gourmet sliders and share their experiences online, Salt quickly became a trending topic on social media. This strategy not only increased their following but also helped them expand their brand across multiple locations in the UAE!

6. Get an Online Ordering System

Given the convenience-focused consumer behaviour in the UAE, integrating with popular online ordering and delivery platforms is essential to your restaurant’s success. Make sure your restaurant is listed on platforms like Zomato, Talabat, and Deliveroo with updated menus and attractive food photography. It’s worth noting, however, that while third-party services provide exposure, managing your own delivery system allows you to control the customer experience and avoid commission fees. Regardless of whichever you choose, make sure your delivery processes are in sync so your food arrives fresh and on time, every time!

Case Study: Operation: Falafel, Dubai

Operation: Falafel, a popular street food chain in Dubai, has successfully integrated online delivery into its business model. They offer delivery through their own app as well as through third-party platforms like Talabat and Zomato. By managing their own delivery service, Operation: Falafel ensures that customers receive their orders promptly and in perfect condition, while also avoiding hefty commission fees. The combination of in-house and third-party delivery options has allowed them to reach a broader audience, resulting in increased sales.

7. Run Loyalty Programs

Loyalty programs are an excellent way to encourage existing customers to come back for repeat business and to build long-term relationships with customers. By rewarding frequent diners with points, discounts, or exclusive offers, you incentivize them to return over and over! A well-structured loyalty program can also provide valuable insights into customer preferences and spending habits, allowing you to tailor your offerings to better meet their needs.

Case Study: Jumeirah Group, Dubai

The Jumeirah Group, a luxury hospitality company in Dubai, has implemented a successful loyalty program known as "Jumeirah One." This program rewards members with points for every dirham spent at their restaurants and hotels, which can be redeemed for dining discounts, spa treatments, or hotel stays. The program also offers exclusive perks, such as priority reservations and invitations to special events. Jumeirah One has significantly enhanced customer retention, with many diners choosing Jumeirah Group restaurants to earn and redeem points, resulting in increased revenue and customer loyalty.

8. Cultural and Religious Sensitivity

It’s important to understand and respect the religious and cultural practices of Emiratis if your restaurant is to have any hope of success. Tailor your marketing efforts to align with local religious events, such as Eid or Ramadan, and provide Halal-certified options to increase customer engagement. For instance, you could offer traditional Emirati favourites as items on a Suhoor or Iftar menu during the month of Ramadan to resonate well with the local community.

Case Study: Al Fanar Restaurant & Café

Al Fanar is a local favourite that specializes in Emirati cuisine and culturally sensitive marketing. During Ramadan, they offer an extensive Iftar menu that celebrates traditional Emirati dishes. Their commitment to cultural authenticity and religious observance has solidified their reputation as a go-to destination for both locals and expatriates seeking a genuine Emirati dining experience.

9. Capitalize on the Expat Community

The UAE's expatriate community is diverse and represents a significant portion of the population. Designing menus and marketing campaigns that cater to this audience by offering a variety of international cuisines and familiar comfort foods is a fantastic way to increase your restaurant's appeal!

Case Study: Reform Social & Grill

This British gastropub in the heart of Dubai has successfully captured the expatriate market by offering a menu filled with British comfort food classics like fish and chips and Sunday roasts. Their marketing campaigns, which emphasize a home-away-from-home experience, resonate strongly with British expatriates in the UAE, making Reform a popular gathering spot for the expat community.

10. Host Exclusive Cultural Events

Organizing cultural events that celebrate the UAE’s diverse population can be a great way to engage different communities. With special culture nights that feature the traditional music, dance, and cuisine of the UAE’s diverse population, you can attract a wide audience while also creating a lively and inclusive atmosphere!

Case Study: Qbara, Dubai

This modern Middle Eastern restaurant is known for hosting cultural nights that celebrate the region's rich heritage and create a buzz! Events featuring traditional Arabic music, belly dancing, and a menu inspired by various Middle Eastern cuisines have made Qbara a favorite spot for both locals and expatriates looking to experience the vibrant culture of the region!

3.  Supy's Role in Navigating Restaurant Challenges

Supy offers several consulting services designed to help you improve your restaurant business. Here are a few ways Supy is designed to help:

•       Live Data​​: With Supy’s Restaurant Analytics feature, you don’t need to wait for data to make decisions. With this app, all your restaurant dashboards are powered by live data. Plan regular and automated data fetching from your point-of-sale systems and other tools for maximum accuracy.

•       Parallel Stock Counting​: Accelerate stock counting and increase count accuracy by running digital, synchronized, and cross-device counting sessions with your team. Count more regularly to keep track of the variance between your actual and theoretical stock. Count items in any package and let Supy do all the quantity adaptations for you.

•       Real-Time Reporting & Analytics:​ Track variance, stock value, stock quantity, waste, food cost, menu performance, and margin evolution on Supy’s built-in, real-time dashboards. Identify and address discrepancies immediately and avoid bad surprises at the end of the month.

•       Unlock Profitable Restaurant Procurement: Track purchase value per supplier, location, and category. Understand which items are bought the most, from which supplier, and for which location to identify purchasing patterns and optimize your procurement operations.

4.   Conclusion

As we have seen, if you want to get ahead in the UAE restaurant market, implementing an effective marketing strategy is the name of the game. From leveraging social media platforms to utilizing influencer partnerships, the tactics discussed in this blog can significantly enhance your restaurant's visibility and customer engagement. The UAE's unique market dynamics, coupled with a diverse and tech-savvy population, offer a wealth of opportunities to connect with your target audience in meaningful ways.

If you're ready to take your restaurant to the next level, we invite you to sign up for Supy’s newsletter or book a free consultation with us! Learn how Supy’s expertise in the restaurant business can complement your marketing efforts and drive even greater results for your restaurant chain in the UAE! Alternatively, why not check out the Xenia app to learn more about restaurant task management?

5. About Supy

Supy is the best restaurant management software platform tailored for multi-branch restaurants and franchises. With unbeatable features like real-time inventory tracking, smart procurement systems, and advanced analytics, Supy helps restaurants manage their various demands effectively. Whether centrally adjusting stock levels or optimizing supply chain relationships, Supy provides the tools restaurants need to thrive in a dynamic industry.

For the latest expert insights, download Supy’s ebook: The Ultimate Guide to Reducing Food Costs in Multi-Branch & Enterprise Restaurants.

Ready to find out more? Schedule a demo with Supy today and take the first step towards a streamlined, profitable future.si