✦ Full Setup — Restaurant Edition
Your marketing
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Set up your business in Section 1 →
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All Sections
Section 1
Marketing Foundation
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Section 2
Digital Presence
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Section 3
Social Media Playbook
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Section 4
Paid Media Basics
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Section 5
Common Mistakes
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Section 6
30-Day Launch Plan
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Section 7
Marketing Command Center
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Section 8
Lead Capture System
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Section 9
Post-Event Survey System
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📍 Built for Long Beach, NY
Every section reflects Long Beach's seasonal rhythms, community character, and local market. The content calendar, hashtag guide, and seasonal hooks are specific to your backyard.
📊 Live Tracking
Your Metrics Dashboard
Enter your numbers each week. The charts update automatically. Use the AI Analysis button to get instant recommendations based on your data.
How This Works
Pull your numbers from Instagram Insights, Facebook Business Suite, and your Google Business Profile — all free, built into each platform. Enter them below weekly. Takes about 5 minutes. Your data stays private in your browser.
This Week's Numbers
Instagram
Followers
Posts This Week
Total Reach
Likes
Comments
Saves
Facebook
Page Likes
Posts This Week
Reach
Reactions
Link Clicks
Google Business
Profile Views
Direction Requests
Calls
Website Clicks
Review Count
Instagram Reach — Weekly Trend
Logged weeks shown below. Enter data above and click "Save This Week's Data" to add.
Engagement Breakdown
Likes · Comments · Saves
Google Business Actions
Calls · Directions · Web Clicks
AI Metrics Analysis
Powered by Claude — requires API key in AI Setup
Your AI analysis will appear here after you click "Analyze My Data." Make sure you've entered at least one week of data and set up your API key in AI Setup.
⚡ Premium Feature
AI Setup
The AI features in this kit — business lookup, metrics analysis, and personalized recommendations — run on your own Anthropic API account. Setup takes about 5 minutes and costs pennies per use.
API Connection Status
⬤ Not connected
1
Go to console.anthropic.com and create a free account using any email address.
2
Add a payment method under Settings → Billing. You won't be charged until you use the API — and at your usage level, expect less than $1/month.
3
Go to console.anthropic.com/settings/keys → click Create Key → name it "LB Launch Kit" → copy the key immediately (it's only shown once).
4
Set a monthly spend limit of $5 under Settings → Limits. This is your safety net — you'll never be charged more.
5
Paste your key below. It is stored only in your browser — it never leaves your device except to call Anthropic's API directly.
Your key is stored locally in your browser only. It is not sent anywhere except directly to Anthropic when you use AI features.
AI Business Lookup
Enter your business name and click Lookup. Claude will search for your website, Google Maps listing, Instagram, Facebook, and Yelp — and return direct links so you can verify and update each one.
Section 1
Your Marketing Foundation
Before you post anything, you need to know who you're talking to, what makes you different, and how you want to sound. Everything else builds on what you define here.
1A. Business Profile
What are you? Be specific — not "great food" but your actual type and vibe.
1B. Customer Profile
Age range, who they come with, how often, what they order
The one who orders generously, tips well, comes back, tells friends
1C. Positioning Statement
Why This Matters
"Great food and great service" is not positioning. Every restaurant claims that. Positioning is the thing only you can say — it goes in your Instagram bio, Google Business Profile, and every email newsletter you send.
[Name] is the place in Long Beach where [customer] comes when they want [experience] — because [only you can claim this].
1D. Brand Voice
Section 2
Your Digital Presence Checklist
Before creating a single piece of content, your digital house needs to be in order. Work through this once, completely. Check off items only when they're actually done.
2A. Google Business Profile — Do This First
⚡ Highest Priority
Your Google Business Profile is your most valuable free digital real estate. It's what appears when someone searches your restaurant name or "restaurants in Long Beach." Most have it half-set-up or badly outdated.
- ✓Claimed and verified at business.google.comGoogle mails a postcard with a verification code to your address
- ✓Business name matches your signage exactly — no keyword stuffing
- ✓Address and phone are correct and consistent across all platformsInconsistencies hurt your search ranking
- ✓Hours completely up to date including holiday hoursThe #1 thing customers check and the #1 thing that's wrong
- ✓Business category is specific (e.g. "Italian Restaurant" not "Restaurant")
- ✓Description uses your Positioning Statement from Section 1Mention Long Beach. Include words people search for naturally.
- ✓Minimum 10 photos uploaded by you directlyExterior, interior, 3–4 food photos, at least 1 staff/kitchen shot
- ✓Menu uploaded or linked
- ✓Q&A section reviewed and answeredAdd your own most common questions and answer them yourself
- ✓Responding to every Google review — positive and negative
📊 GBP Score: 0 / 10
2B. Instagram Profile
- ✓Username is your restaurant name or close — no numbers or underscores
- ✓Profile photo is your logo — clear even at small size
- ✓Bio: what you are + your differentiator + call to action (3 lines max)
- ✓Link in bio goes somewhere useful — menu, reservations, or website
- ✓At least 9 posts on your grid
- ✓Stories Highlights created: Menu, Hours/Location, Events
2C. Facebook, Yelp & Website
- ✓Facebook Page claimed and verified (not a personal profile posting as the restaurant)
- ✓All Facebook info matches your Google Business Profile exactly
- ✓Yelp listing claimed at biz.yelp.com with current info
- ✓Website is mobile-friendly and loads in under 3 secondsTest at pagespeed.web.dev — over 70% of local restaurant searches happen on mobile
- ✓Website menu and hours are current
Section 3
Your Social Media Playbook
Consistency beats brilliance. A restaurant that posts three times a week with decent photos and genuine captions will always outperform one that posts a stunning photo once a month.
3A. The 5 Post Types That Work
F — Food Hero
The Food Hero
A great photo or video of a dish. Caption focuses on the story, not just the name. Should be 40% of your posts.
→ Shoot in natural light near a window
B — Behind Scenes
Behind the Scenes
Kitchen prep, staff moments, anything real. Authenticity builds trust in a way no ad ever can.
→ Doesn't need to look polished
C — Community
The Community Post
Anything connecting you to Long Beach — the view, the neighborhood, the season. Builds loyal regulars.
→ Tag other local businesses
SP — Social Proof
Social Proof
A customer review on a graphic, a reposted customer photo. Let your happiest customers do the talking.
→ Converts skeptics instantly
O — Offer/Event
Offer or Event
Promotions, specials, new items, events. Scarcity and specificity make these work. Max 20% of posts.
→ "This weekend only" beats "available now"
3B. Your 30-Day Content Calendar
How to Use This
Post 3–4 times per week. Use this as a menu to pick from, not a rigid schedule to feel guilty about.
📅 Week 1 — Establish Your Story
Mon
Behind Scenes
Introduce (or re-introduce) your restaurant. One photo, one paragraph about why you opened and what you're about.
Tue
Food Hero
Your most iconic dish. Photo + the story of how it ended up on the menu.
Wed
Behind Scenes
Something real happening in the kitchen today. Prep, a delivery, anything authentic.
Thu
Community
A Long Beach moment — the view, the neighborhood, the season. Connect your restaurant to this place.
Fri
Offer/Event
Weekend special or "what we're excited about this weekend" post.
📅 Week 2 — Build Trust
Mon
Social Proof
A 5-star review turned into a graphic. One sentence, big and beautiful.
Tue
Food Hero
A dish with a story — a family recipe, a seasonal ingredient, a customer who inspired it.
Wed
Behind Scenes
Introduce a staff member. Name, role, their favorite thing on the menu. People eat at restaurants partly because of the people.
Thu
Community
Something about Long Beach that you love. Tag another local business if it fits naturally.
Fri
Offer/Event
Reminder of your hours and how to find you — warm, not administrative.
📅 Week 3 — Create Desire
Mon
Food Hero
A short video of something being made — sauce, a cocktail, anything with visual movement. 15 seconds is enough.
Tue
Community
Ask a question in your caption. "Soup or salad — where do you stand?" Low effort, high engagement.
Wed
Social Proof
Repost a customer photo with a thank-you tag (get permission first).
Thu
Food Hero
Something seasonal. What's changing on the menu, what ingredient is at peak right now.
Fri
Offer/Event
An upcoming event or "last chance" post for something ending this weekend.
📅 Week 4 — Deepen Loyalty
Mon
Behind Scenes
A moment showing the care that goes into something customers take for granted.
Tue
Food Hero
Your best-kept secret — a dish that doesn't get ordered enough, or the table with the best view.
Wed
Community
A local shoutout — a vendor, a neighboring business, something about Long Beach worth celebrating.
Thu
Social Proof
Quote a review that speaks to something you're proud of.
Fri
Offer/Event
Month recap — "Thanks for a great month. Here's what's coming next."
3C. Hashtag Guide for Long Beach Restaurants
Always Use — Long Beach Specific
Rotate Based on Content
For Community Posts
One Rule
Use 5–10 hashtags per post. Never use a hashtag you wouldn't be comfortable having a stranger find your restaurant through.
3D. Long Beach Seasonal Content Hooks
| Month | Local Hook | Content Angle |
|---|---|---|
| Jan–Feb | Off-season, locals only | "This is our favorite time of year. The real Long Beach." Warmth, regulars, comfort food. |
| Mar–Apr | Spring preview, anticipation | "We're getting ready for summer." New menu items, outdoor seating returning. |
| May | Memorial Day approaching | First tourist wave. Highlight what makes you worth coming back to. |
| Jun–Aug | Full summer season | Tourist-facing content. Best dishes, ambiance, outdoor experience. Post more frequently. |
| September | Labor Day, winding down | "For the locals who never left." Shift back to neighborhood restaurant tone. |
| Oct–Nov | Fall in Long Beach | Comfort, seasonal menu, cozy atmosphere. Fall beach town is underrated — lean into it. |
| December | Holiday season | Gift cards, holiday events, year-in-review, gratitude to regulars. |
Section 4
Paid Media Basics
Not a guide to becoming a Facebook Ads expert. A plain-English primer on spending a small amount of money smartly — so when you boost a post, you're making a real decision, not guessing.
When to Boost — and When Not To
✓ Boost when...
Promoting an event with a specific date
A post is already getting strong organic engagement
Announcing a new menu item or seasonal special
Heading into busy season — build awareness early
✗ Don't boost when...
It's a generic behind-the-scenes post — these build loyalty organically
Photo or caption quality is below your usual standard
There's no clear call to action in the post
How to Boost the Right Way
1. Goal
Choose "More profile visits" or "More website visits." Avoid "More messages" unless you can respond within the hour.
2. Audience — Never use Automatic
Custom audience: Location: Long Beach, NY + 5-mile radius. Age: 25–60. Interests: dining out, local restaurants, your cuisine type, Long Beach.
3. Budget & Duration
Start with $5–$10/day for 3–5 days. $25–$40 total is a reasonable test. For events, run 5–7 days leading up to the date.
Your $50/Month Paid Media Plan
Week 1
$0
Post organically. See what gets traction.
Week 2
$20
Boost your best post from Week 1. 4 days at $5/day.
Week 3
$0
Organic week. Let results inform your next post.
Week 4
$30
Boost an event or your strongest content.
The One Metric That Actually Matters
Website clicks or link taps. How many people were interested enough to find out more. Track it after every boost. Compare across posts. Over time you'll know exactly what's worth spending money on.
Section 5
Common Mistakes & How to Avoid Them
Read through once and be honest about which ones apply. Most restaurants will recognize themselves in at least five of these.
Mistake 01
Posting once, then disappearing for two weeks
One great post followed by silence does more damage than consistent mediocre posts. The algorithm stops showing your content to your own followers. Potential customers see an inactive account and wonder if you're still open.
✓ The Fix
Commit to posting at minimum twice per week and protect it like a shift you can't call out of. The 30-day calendar in Section 3 removes the "I don't know what to post" excuse entirely.
Mistake 02
Letting someone who doesn't understand your brand run your social media
Handing your Instagram to a teenager, a family member, or a friend who "is good with social media" is one of the most expensive mistakes a restaurant can make — even when it costs nothing financially. Your social media voice is your brand voice.
✓ The Fix
If you need help posting, give them this kit. Give them Section 1D (Brand Voice), the caption templates in Section 3, and the content calendar. Anyone can follow a system. Not everyone can create one.
Mistake 03
Using blurry, dark, or cluttered photos
People eat with their eyes before they eat with their mouths. A phone photo taken under fluorescent lights with a messy table in the background communicates something about your restaurant — and it's not good.
✓ The Fix
Natural light. Clean background. Shoot from above or at 45 degrees. Never use flash. Move the dish to a window. Take three photos and pick the best one. This takes 90 extra seconds.
Mistake 04
No link in bio, or a link that goes nowhere useful
Your Instagram bio link is the only clickable link in your entire Instagram presence. If it's missing, broken, or goes to a homepage with no clear next step, you're losing customers who were already interested enough to look.
✓ The Fix
Your bio link should go to your menu, reservation system, or a simple one-page site with both. Use Linktree (linktr.ee) free if you want to link to multiple things. Check it monthly.
Mistake 05
Ignoring Google reviews — especially the negative ones
Not responding to negative reviews signals to every future reader that you don't care about customer experience. Responding thoughtfully — even to unfair reviews — signals professionalism and often converts skeptical readers into customers.
✓ The Fix
Set a Monday morning reminder: 10 minutes to respond to any new Google reviews from the previous week. See Section 7 for templates that make this fast and easy.
Mistake 06
Writing captions that say nothing
"Come check us out!" "Great food, great vibes!" These captions are invisible. They communicate nothing specific, create no desire, and give the reader no reason to act.
✓ The Fix
Every caption should do at least one of three things: tell a story, share something specific and interesting, or give the reader a clear reason to do something. Use the caption templates in Section 3 until writing with specificity becomes natural.
Mistake 07
Never asking for reviews
Most happy customers don't leave reviews unless prompted. Meanwhile, unhappy customers are highly motivated. This creates a structural imbalance that only gets corrected if you actively ask.
✓ The Fix
Ask every satisfied table directly. Train staff: "We're a small local place and reviews really help us — if you enjoyed tonight, a quick Google review takes about 30 seconds." Put a QR code on your check presenter.
Mistake 08
Going quiet during the Long Beach off-season
The off-season is when most restaurants go quiet on social media. This is exactly backwards. The off-season is when your regulars — the people who sustain you year-round — are paying the most attention and your consistency relative to competitors is most visible.
✓ The Fix
The seasonal hooks in Section 3 give you off-season content angles specifically. The tone shifts from "tourist attraction" to "neighborhood restaurant." Both audiences matter. Neither should be abandoned.
Section 6
Your 30-Day Launch Plan
A week-by-week sequence that tells you exactly what to do, in what order, and why. Work through it at your own pace — the goal is a clear starting sequence, not perfection in 30 days.
Week 1 — Fix the Foundation
Goal: Digital presence in order
- ✓Complete Section 1 exercises — Customer Profile, Positioning Statement, Brand Voice
- ✓Work through Section 2 checklist — aim for at least 8/10 on Google Business Profile
- ✓Update GBP hours, description (use your Positioning Statement), and photos
- ✓Fix Instagram bio — clear description, your location, working link
- ✓Respond to any unanswered Google or Yelp reviews older than two weeks
Week 2 — Start Posting Consistently
Goal: 3 posts published, habits established
- ✓Post three times using Week 1 ideas from your 30-day calendar — Mon, Wed, Fri
- ✓Use caption templates from Section 3 as your starting point
- ✓Save your standard hashtag set in your phone's notes for easy pasting
- ✓Respond to every comment within 24 hours
- ✓Check Instagram Insights — note which post got most reach and most engagement
Week 3 — Add the Systems
Goal: Tracking and lead capture live
- ✓Copy the Marketing Tracker template and fill in this week's numbers
- ✓Set up your Post-Event Survey form — have it ready before your next event
- ✓Set up your Lead Capture Form and test it end-to-end
- ✓Continue posting three times this week
Week 4 — Review and Adjust
Goal: First data-driven decision made
- ✓Open your tracker — compare Weeks 2 and 3. Is reach trending up or down?
- ✓Identify your single best-performing post — your candidate for your first boost
- ✓If you have $20 to spend, boost that post using Section 4 instructions
- ✓Ask three customers this week to leave a Google review
- ✓Write down one thing that worked and one thing to do differently in Month 2
Section 7
Your Marketing Command Center
Your ongoing operations toolkit — tools to track whether it's working, technology to run your marketing efficiently, and a library of AI prompts personalized to your business.
Your Recommended Tool Stack
Content Creation
Canva
Graphics, review quote posts, event announcements, story templates
FREECapCut
Editing Reels and short videos — free, simple, powerful phone app
FREEScheduling
Meta Business Suite
Free scheduler for Facebook and Instagram. Write a week of posts in one sitting.
FREEBuffer
Free for up to 3 channels. Clean interface, great for scheduling across platforms.
FREEEmail & Reputation
Mailchimp
Free up to 500 contacts. For monthly newsletters and event announcements.
FREEGoogle Alerts
Get emailed whenever your restaurant is mentioned online. Set up in 2 minutes.
FREEReview Response Templates
Positive Review Response
"Thank you so much, [first name] — this genuinely made our day. We're really glad [specific thing they mentioned] hit the mark. We hope to see you again soon. — [Your name]"
Critical Review Response
"Thank you for taking the time to share this, [first name]. We're sorry [specific issue] didn't meet your expectations — that's not the experience we want for our guests. We'd love the chance to make it right. Please reach out to us directly at [email] and we'll take care of you. — [Your name]"
Key Rules
Never argue. Never be defensive. Never copy-paste the same response to every review. Always mention something specific from their review. Sign with a name, not just "Management."
Your AI Prompt Library
How to Use These
Copy any prompt into ChatGPT or Claude (claude.ai). Fill in the brackets. Hit send. No AI expertise needed — these are ready to use immediately.
Content Creation
I own a restaurant called [BUSINESS NAME] in Long Beach, New York. Write me 10 Instagram caption ideas for this week. My typical customer is [YOUR CUSTOMER PROFILE]. Our brand voice is warm, local, and unpretentious. Each caption should include a call to action. Keep them under 150 words each.
Content Creation
Write a "behind the scenes" Instagram caption about [specific thing happening in my restaurant this week]. Make it feel personal and genuine, not like an ad. Under 100 words. Tone: warm, honest, a little proud.
Content Creation
Give me 5 Instagram Reel ideas for a restaurant in a beachside community in Long Beach, NY. They should require nothing more than my phone and basic editing. Make them feel authentic, not overly produced.
Metrics Analysis
Here is my Instagram data from the last 4 weeks: [paste your weekly numbers]. Which week performed best? What patterns do you see? Based on this data, what should I do more of and less of? Give me 3 specific recommendations.
Review & Reputation
A customer left me this Google review: [paste review]. Write me a warm, professional response that thanks them specifically for what they mentioned and invites them back. Under 75 words.
Review & Reputation
A customer left me this negative Google review: [paste review]. Write me a calm, professional response that acknowledges their experience, doesn't get defensive, and invites them to contact us directly. Under 75 words.
Email & Promotion
Write a short email newsletter for my restaurant in Long Beach, NY. This month's theme is [season/holiday/event]. Include: one personal note from the owner, one current menu highlight, one upcoming event or promotion, one call to action. Under 300 words. Tone: warm and local.
Strategy
I'm a small restaurant in Long Beach, New York with about [X] followers on Instagram and [X] Google reviews. I have about 2 hours a week for marketing. What should my top 3 priorities be right now? Be specific and practical — not generic advice.
⭐ Monthly Review Routine — Run These 4 Prompts in Order
PROMPT 1: Here is my marketing data from this month: [paste tracker summary]. Summarize what happened in plain English — what went well, what didn't, and what the numbers suggest.
PROMPT 2: Based on that summary, what are the 3 highest-priority marketing actions I should take next month?
PROMPT 3: Write me a 30-day content calendar for next month for a restaurant in Long Beach, NY. The month is [month]. Include relevant seasonal hooks and local context.
PROMPT 4: I want to grow my Google review count from [current] to [target] over the next 30 days. Give me a specific, practical plan for how to ask for more reviews without being awkward.
Section 8
Your Lead Capture System
Getting people interested in your restaurant is only half the job. This section gives you a system that takes an inquiry from scattered to organized in one step.
Why This Exists
When a private dining inquiry arrives as a DM and you don't see it for six hours, or you lose the details in a thread, you've lost a lead — not because of your food, but because of a communication gap a simple form fixes permanently.
8A. Your Lead Capture Form
Your form template is pre-built and ready to copy. When someone submits it, their details automatically populate your Lead Brief sheet — no manual entry, no lost DMs.
The form collects:
✓ Name and contact info
✓ Type of inquiry
✓ Preferred date and time
✓ Party size
✓ Occasion
✓ Dietary restrictions
✓ Budget range (optional)
✓ How they heard about you
Where to Share Your Form Link
Instagram bio (as one Linktree option, labeled "Private Dining Inquiry") · Facebook page Book Now button · Your website contact page · Instagram DM auto-reply (Settings → Business → Saved Replies)
8B. Follow-Up Question Bank
Start with: "Thanks so much for reaching out — sounds like a great evening! A couple of quick questions to help us plan the right experience for you:"
What's the occasion and who is the guest of honor?
Do you have a preferred area — outdoor, indoor, private room?
Are you thinking a set menu or ordering from our regular menu?
Any dietary restrictions — allergies, vegetarian, gluten-free?
Would you like us to arrange a cake or special decorations?
Have you dined with us before?
Is there a budget per person we should work around?
Section 9
Your Post-Event Survey System
Most restaurants that host events have no idea how they were actually perceived. This system captures real feedback, builds a warm marketing list, and gives you a reason to re-engage attendees — all at once.
Three Things Simultaneously
Tells you what actually worked — what your customers say, not what you think. Captures a marketing list — every opt-in is a warm contact for your next announcement. Gives you a re-engagement reason — the incentive means your follow-up email is expected and welcomed.
9A. The Three Incentive Models
| Model | How It Works | Best For |
|---|---|---|
| Instant Discount | "Fill out our 2-minute survey and get 15% off your next visit." Code shown on the thank-you page immediately. | Restaurants with strong repeat-visit model |
| Raffle Entry | "Complete the survey for a chance to win a $50 Amazon gift card." Winner announced on Instagram within a week. | Any event type — universally appealing |
| Early Access | "Survey respondents get first access to tickets for our next event." High perceived value, zero cost to you. | Events that sell out — prix-fixe, holiday parties |
9B. How to Distribute the Survey
📲
QR Code on a Table Card
Generate a free QR code at qr-code-generator.com linking to your survey. Print on a small card, one per table. Add: "Tell us what you thought — scan for a 2-minute survey and get 15% off your next visit."
📸
Instagram Story During or After the Event
Post a Story with the survey link in the last 30–60 minutes while energy is still high. Use a countdown to the incentive deadline if using a time-limited offer.
🗣️
Verbal Ask by Staff
Train one person to say: "We hope you had a wonderful evening. There's a QR code on the table to share your feedback — and you'll get [incentive] just for filling it out." A warm verbal ask converts people who saw the card but didn't act.
9C. Building Your Events Marketing List
20–30
emails after Event 1
60–90
after 3 events
150+
after 6 months
When your next event announcement goes to that list, it lands in an inbox belonging to someone who attended your events before, enjoyed them, and opted in to hear more. That email converts to bookings at a rate no social media post or paid ad can match at your budget level.
Managing the List
Export opted-in emails from your Google Sheet monthly and add them to a free Mailchimp account (free up to 500 contacts). Create one list called "Events List." When a new event is ready, you have a one-click send to your warmest possible audience.