The Asheville Restaurant Marketing Playbook: Word-of-Mouth and In-Restaurant Engagement

Pound for pound, Asheville has had the best food scene in the South for over 20 years. Our chefs blend Appalachian traditions with global flavors, mixing creativity with a deep connection to local farmers, brewers, and artisans. Whether you’re looking for something upscale, a casual food truck experience, or something in between, Asheville restaurants are capable of taking you on a culinary journey, telling a story rooted in passion and place.

But between sourcing fresh ingredients consistently, maintaining a staff in an unpredictable job market, and standing out in a crowded food scene, running a restaurant in Asheville can be a chaotic ordeal. Amid all these challenges, one critical factor can set you apart: effective marketing that makes your establishment stand out in a competitive landscape. Asheville’s competitive dining environment requires more than just great food—it demands strong marketing. Running a restaurant will always be chaotic, but your marketing doesn’t have to be.

Recognizing these challenges, I’ve prepared six proven marketing strategies, and tailored them to Asheville restaurants. These strategies simplify the marketing process for local restaurants and will help drive sales in a competitive marketplace.

Welcome to my six-part series, where I will break down essential marketing strategies every Asheville restaurant should implement to boost sales and build lasting customer loyalty. In this series, I’ll explore how to:

• Ignite powerful word‑of‑mouth and in‑restaurant engagement blending traditional word‑of‑mouth with proactive in‑restaurant engagement strategies
• Collaborate wisely with social media influencers so you can authentically extend your reach.
• Boost your local visibility on Google Maps to ensure diners find you when it matters most.
• Engage and reward your social media community with tailored promotions and interactive content.
• Develop an engaging, user‑friendly website that captivates and converts potential customers.
• Better understand your clientele—locals versus tourists— and tailor your marketing to meet their distinct needs.

Each installment will provide actionable insights, real‑world examples, and practical tips to help you navigate the challenges of restaurant marketing in Asheville. This series is designed to empower restaurateurs with the knowledge and tools to have their marketing thrive in Asheville’s dynamic culinary scene.

Part 1: Ignite Word‑of‑Mouth and In‑Restaurant Engagement

Word‑of‑mouth (WOM) marketing, or evangelism marketing, will always be a powerful marketing strategy. Regardless of what you call it, genuine customer experiences are the core of what makes restaurants thrive in Asheville. Personal recommendations relay trust, drive buzz, and increase your customer base. But a passive word-of-mouth strategy isn’t going to cut it for the majority of establishments. In order to get ahead, you have to enhance traditional strategy by merging digital word‑of‑mouth tactics with proactive in‑restaurant engagement. This is what I call a holistic approach to word-of-mouth marketing, and it covers every touchpoint of the dining experience.

Why WOM Matters

Since the beginning of time, a significant percentage of consumers discover new brands through personal recommendations. More than half of diners learn about new restaurants via word‑of‑mouth, and 78% of consumers make their dining decisions based on a trusted recommendation. For restaurants, where reputation is everything, ensuring that every guest leaves with a memorable experience is paramount.

Tactics for Effective WOM Marketing

• In‑Restaurant Engagement:
  Prioritize training your leadership and front‑of‑house teams to greet every guest warmly and ask for feedback in real time. A personal touch can transform an A grade into an A+, or a negative experience into another opportunity to wow a customer. When guests see your compassion, they’re more likely to recommend your restaurant to their friends and family. (And they’re more likely to revisit themselves). 
  
  Keep in mind that effective communication isn’t just about the words you use. According to Mehrabian’s 7‑38‑55 Communication Model, only 7% of the impact comes from words, while 38% is conveyed by tone and 55% by body language. This means that nonverbal cues are key to ensuring your message is received as intended. Despite the simplicity and minimal resource requirements of such engagement, many restaurants claim they’re too busy or understaffed to make these connections. In truth, this feedback and engagement are too valuable to overlook.

• Encourage Digital Conversations:
  Routinely and actively ask your diners to share their positive experiences on social media. If they’ve had a good experience, many patrons are happy to do this for you.  Whether it’s an Instagram post featuring your signature dish, a tweet about outstanding service, or a glowing review on Yelp or Google, these digital endorsements carry significant weight, and reduce the weight of negative experiences that are bound to happen. 60% of diners read reviews before visiting a new restaurant. One negative review can cost your establishment 30 customers in a short time. An active review strategy means a real difference in sales. 58% of restaurant customers admitted to paying more and traveling farther based on positive reviews.

• Referral Programs:
  Design a referral program that rewards guests for bringing in new customers while maintaining the integrity of your brand. Referral programs are surprisingly underutilized in the restaurant industry, with only 12% of fast casual and quick-serve restaurants and 9% of casual dining restaurants implementing them. With an overwhelming majority of restaurant-goers relying on friends and family for recommendations, I would not advise skipping out on a referral program.
  
  Offer incentives that align with your customer base without cheapening your brand. Instead of broad discounts that may devalue the dining experience, consider exclusive perks such as a complimentary appetizer for both the referrer and their guest, early access to special events, or a personalized thank-you from the chef. Tracking participation through a CRM system ensures you can analyze what works best, and how to better value those who evangelize your brand. By monitoring this engagement, restaurants can fine-tune their incentives to maximize word-of-mouth impact while maintaining their brand’s prestige.

• Respond and Engage:
  Over half of all viewers of online reviews expect your business to respond to reviews within a week of their publishing. Despite this, 87% of businesses do not respond to reviews online. Whether the feedback is positive or constructive, make sure you’re actively engaging with customer reviews. Responding to reviews—both online and in person—demonstrates that you value feedback and are committed to continuous improvement. A prompt, thoughtful response can turn a one‑time guest into a regular, while also encouraging others to share their experiences.
  
  By integrating in‑restaurant engagement with your broader WOM strategy, you ensure that every dining experience becomes a catalyst for conversation. This approach not only increases your restaurant’s visibility but also deepens customer loyalty, driving repeat visits and organic growth.

Be sure to stay tuned for my next post, where I will examine the restaurant and influencer relationship, highlighting the rapid growth of influencer marketing, what to look for in a partnership, and common pitfalls to avoid. Connect with me, and I will be happy to develop actionable strategies for your restaurant’s marketing.

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