December 2020

Restaurant Marketing | How To Find Your Target Market

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October 7, 2024

When it comes to restaurant marketing, defining your target customer is possibly one of the most critical aspects to consider when opening a business. It is essential to ensure your business is a true success.

Who, what, when, how and why.

Thinking of your restaurants target market this from the framework of who, what, when, how, and why questions, business owners must take the time to allow for thorough and constructive research.

More specifically, they must ask themselves honestly:

  • Who will be eating at their establishment (ages, gender, population, income-level?)
  • What types of foods and service those target customers would enjoy (organic, vegan, BBQ, fast food, lunch, dinner?)
  • When will these people be enjoying your food (early in the morning before work, dinner, lunch, late night cafe/snacks?)
  • How will they be enjoying it (take-out, eat-in, delivery?)
  • Why they will be choosing your particular restaurant, perhaps over another similar brand?  

According to restaurant consultant Brandon O’Dell, “a target market is the portion of the population most likely to buy what you are selling. A target market ISN’T the portion of the population you want to sell your food to.” Since this is something that can change over time, it's very helpful to do annual target research.

Whether you're opening your restaurant for the first time or doing an annual reboot of research of your target customer, it's helpful to keep in mind these 3 main concepts.

Align your brand with your business plan.

It's important to understand your brand which can be done by writing out your detailed business plan. Essentially you can consider this an effective tool where you're able to put into writing what your brand brings to the table, and who your customers are. This is the time to really think about what your target customers care about. Consider other specifics such as the gender, age, hobbies, and income level, etc. of your ideal customer. While working to align your products with your deal customer, think about what your ideal customer looks like. What do they believe in and value most? What're their purchasing patterns and habits? These types of nuances will help you define and market your target audience.

Additionally, consider what problem you're trying to solve. This is a broad way to consider all of the “ingredients” going into your brand. While writing your business plan, think of how your target customer will experience your brand. Don't be overly concerned about who may pop into your restaurant and there.

Your business plan should be focused on who your audience actually is if you were to open your doors today.

Consider location & target demographics.

You'll want to make sure that you thoroughly consider the location and demographics of the area where you plan to open your restaurant. One way to research your market and target location is by using tools such as census.gov in the United States or statcan.gc.ca in Canada.

These tools will provide you with an estimate of the population in your target area. It's important to know the demographics and your target audience to ensure that your brand is aligned to their consumer needs. This will help your business become financially successful. Once you have this vital information, you can visualize the data to better understand your target audience, their behavior, and how your branding and services can meet their needs. This form of visual analysis can be even more effective when ingraining your target demographic data into your business plan and strategy.


As a restaurant owner, time should be taken to research trends in your target location; as well scoping local and virtual competition. Become involved in the community and get to know the area, the vibe, be a part of local events, participate in networking opportunities, and festivals. Connect with your local Chamber of Commerce to find out more about the population, trends, and other useful information. Also, formal or informal polls, research agencies, consultants, and other local business statistics will be helpful as you work to figure out your target demographic.

Consider your marketing.

When considering marketing strategies, it's essential to think about how your target customer is defined. This includes how your audience generally receives information. For example, are your target customers millennials who are always on social media and love a good Instagram boomerang? Are your target customers largely a retired population who still read the local newspaper and value area community news stations to get their information. Marketing to the wrong audience can be a detrimental mistake for your business.

Continuously working to analyze who is responding to your marketing strategies are also very important to your business growth and success. Keep in mind your target customer and the personal nuances of that audience. Does your target population live or work within x amount of miles where you're hoping to open your establishment? What types of things does this demographic care about?  Do they value organic food and a sit down relaxing atmosphere where recycling and local farm-to-table practices are valued? Or do they enjoy a quick meal on the go because they're a college town?

Regardless of the service you offer, once you know your marketing demographic even more thoroughly, you will be able to communicate with that  target audience more effectively and in creative ways to reach them effectively.

In conclusion.

As a restaurateur wishing to open an establishment in a particular area, keep in mind that "your target market picks you," explains Brandon O’Dell. Regardless of who you end up defining your target customer as it is paramount to target that customer and get to know that audience as if they were a friend. The three factors mentioned above help any restaurant owner think constructively about their target audience in a way that allows for individualization of offerings and marketing efforts accordingly. After all, you are offering a service! Those willing to patronize your restaurant will more likely find you authentic and valuable if they feel that you truly know them.

restaruant marketing

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The food and hospitality industry is entering a transformative era in 2024 — driven by consumer demand for transparency, health, environmental responsibility, and a touch of culinary innovation. Diners are more informed, adventurous, and values-driven than ever before. Whether it’s a craving for Korean-BBQ tacos, gut-friendly mocktails, or carbon-labeled menus, today’s customers are embracing trends that combine personal wellness with global consciousness.

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For restaurant owners and foodservice managers, keeping pace with the latest food trends is more than a matter of creativity — it’s a necessity for profitability and long-term success. This guide explores the top food trends for 2024, from plant-based innovations to tech-forward sustainability practices, and how operators can successfully integrate them into their businesses.

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Let’s dig into what’s trending, what your customers want, and how your restaurant can stay ahead.

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What Are the Top Food Trends for 2024?

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Here’s a snapshot of the most impactful food trends shaping menus and operations in 2024:

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  • Plant-based innovations – Beyond tofu: think cultivated meats, mushroom mycelium, and chickpea-based seafood substitutes.
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  • Climate-conscious menus – Locally sourced, low-waste, and forward-thinking menus aligned with environmental responsibility.
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  • Functional wellness foods – Ingredients that support mood, energy, and immunity are being infused into dishes and drinks.
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  • Tech-driven dining experiences – AI tools, robotics, and smart systems are elevating back-of-house efficiency and customer-facing dining.
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  • Global flavor fusions – Mashups of regional cuisines (like Indian-Mexican or Korean-South American) offer novelty and richness.
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Why Do Restaurant Owners Need to Pay Attention to Food Trends?

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  • Consumer demand is shifting: According to the National Restaurant Association’s 2024 Culinary Forecast, over 70% of diners say they actively seek healthier, more sustainable options when dining out.
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  • Increased brand loyalty: Restaurants that align with customer values — health, ethics, innovation — earn trust, repeat visits, and social shares.
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  • Operational agility: Trend-oriented kitchens are quicker to pivot when supply chains shift, diets evolve, or digital preferences change.
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Which Foods Are Trending This Year Across the U.S.?

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Rise of Plant-Based Food Trends

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  • Cultivated meats: Also known as lab-grown meats, these are becoming mainstream. Brands like UPSIDE Foods and GOOD Meat are breaking into U.S. markets with chicken grown from animal cells in controlled environments.
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  • Mycoproteins & legumes: Derived from fungi or pulses, protein-rich alternatives like tempeh, jackfruit, and lupin are being used creatively in tacos, BBQ ribs, and seafood analogs.
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  • Mainstream adoption: Major chains like Burger King and Chipotle continue expanding plant-forward menus, while independents offer bold meatless dishes with flavor-forward sauces, global spices, and satisfying textures.
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Healthy Food Trends for 2024

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  • Gut health focus: Probiotic-rich dishes (kimchi grilled cheese or sourdough naan wraps) and fermented sides are on the rise.
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  • Lower-sugar desserts: Sweet treats are being reimagined with monk fruit, dates, and other low-glycemic ingredients.
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  • Immunity boosters: Menus highlight ingredients like turmeric, ginger, vitamin C, and zinc through smoothies, teas, and power bowls.
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  • Clean-label commitment: Consumers are studying ingredient lists, preferring dishes with wholesome, recognizable components.
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Functional Foods and Beverages

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  • Nootropic-infused drinks: Beverages powered by L-theanine or functional mushrooms cater to focus and calm.
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  • Adaptogenic add-ons: Herbs like ashwagandha, maca, and rhodiola are finding their way into smoothies, lattes, and sauces.
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  • Wellness cocktails: Mixed drinks sans alcohol — but heavy on health — promote detox and energy, flavored with botanicals and natural extracts like spirulina, matcha, and activated charcoal.
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How Are Sustainable Food Trends Shaping the Industry?

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From Menu to Sourcing: The Push Toward Sustainability

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  • Local and seasonal sourcing: Supporting nearby farms reduces emissions, ensures freshness, and appeals to community-minded consumers.
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  • Zero-waste operations: Chefs are using root-to-stem cooking, fermentation for food preservation, and creative uses for scraps in sauces or stocks.
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  • Eco-conscious packaging: Compostable containers, reusable to-go kits, and edible cutlery are disrupting traditional takeout models.
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Tech and Innovation in Sustainable Dining

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  • Carbon labeling: Climate impact scores on menus help customers make informed dining decisions, much like calorie counts.
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  • AI-driven inventory management: Tools optimize ordering patterns, reducing spoilage and overstock-related waste.
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  • Vertical farming & hydroponic setups: Onsite or bordered supply chains shorten the farm-to-table journey.
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What Is the Most Popular Food Trend Right Now?

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While many trends are gaining traction, one standout in 2024 is the rise of global comfort fusion — particularly dishes that marry traditional comfort food with spicy, umami-rich flavors.

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  • Korean-Mexican cuisine: Think birria bulgogi tacos or kimchi queso.
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  • Indian-South American mashups: Curried empanadas or tandoori arepas are headline grabbers.
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  • TikTok’s viral influence: Trends like \“chili crisp eggs\” or \“pickle sushi\” are being adapted on local menus, proving that social virality turns into real-world demand.
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How Social Media Is Driving Food Trend Adoption

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Role of Social Media in Accelerating Food Fads

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  • Influencer credibility: A single post from a viral chef or creator can spark national interest in a dish.
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  • Hashtag virality: Foods labeled #ButterBoard or #WaterTok evolve into week-long waitlists and menu must-haves.
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  • User-generated content: Diners love documenting quirky, beautiful, or “you’ve-never-seen-this-before” dishes to share online.
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Leveraging Food Trends for Restaurant Marketing

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  • Seasonal menus & pop-ups: Limited-time offerings based on trending foods motivate urgency and trial.
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  • Social callouts: Encourage diners to tag, post, or review your trend-forward menu items.
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  • Reels and behind-the-scenes content: Show viewers where your ingredients come from or how a niche global dish is made.
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Global and Fusion Food Trends to Watch

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  • Japanese-Peruvian (Nikkei) flavors: Featuring citrusy ceviches with umami-rich miso and soy glazes.
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  • West African influences: Dishes using jollof rice, egusi stew, or fonio grain paired with plant-based elements.
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  • Filipino-American blends: Adobo-braised brisket sandwiches or ube milkshakes have mainstream momentum.
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Tips for Implementing 2024 Food Trends in Your Restaurant

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  • Test with limited-time offers (LTOs): Introduce a trending ingredient as a weekly special or seasonal dish to measure interest.
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  • Survey your customers: Use email lists or POS systems to gather input on potential additions.
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  • Train your staff: Equip them with the knowledge and enthusiasm to explain functional or sustainable items.
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  • Work with specialized suppliers: Align with local farmers, health-focused vendors, or zero-waste packaging providers for smoother execution.
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Final Thoughts: Stay Ahead of the Curve with 2024’s Food Trends

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Adapting to food trends in 2024 isn’t about chasing every new idea — it’s about identifying the trends that align with your market, values, and culinary identity. Plant-based options, sustainability, global flavors, and wellness-centric dining aren’t just appealing — they’re economically vital.

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Restaurants that act early — leveraging data, culture, and digital ecosystems — will attract today’s health-conscious, eco-aware diner and become tomorrow’s industry leaders.

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Ready to Lead the Industry with Smarter Menu Strategies?

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2024 promises bold innovations in food — and your restaurant can thrive by embracing the right trends. Whether you’re scaling functional drinks, reducing kitchen waste, or jumping on the next viral fusion dish, the right tools can help you act faster and smarter.

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Subscribe to the Push blog for expert insights on restaurant operations, emerging food trends, and next-gen hospitality technology. Stay ahead — serve success.

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Internal Links

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External Sources

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  • National Restaurant Association 2024 Culinary Forecast
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  • Technomic’s 2024 Foodservice Trends Report
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  • Mintel Functional Food Trends Analysis 2024
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