Restaurant Marketing Agency · UK
Contents
- 1 More bookings. Less theatre.Built for ambitious UK restaurant operators.
- 1.1 You don’t need more marketing. You need marketing that pays back.
- 1.2 Restaurant marketing isn’t like other marketing.
- 1.3 The six levers that drive covers.
- 1.4 Light on meetings. Heavy on bookings.
- 1.5 Work that pays back.
- 1.6 The right fit, not every fit.
- 1.7 Pick the shape that fits your team.
- 1.8 Agencies bill hours. Consultants’ bill decks. We bill bookings.
- 1.9 Questions we get before the call.
- 1.9.0.0.1 What does a restaurant marketing agency actually do?
- 1.9.0.0.2 How is Insourced different from a generic marketing agency?
- 1.9.0.0.3 We already have a marketer in-house — why do we need you?
- 1.9.0.0.4 Do you only work with multi-site groups?
- 1.9.0.0.5 How long until we see results?
- 1.9.0.0.6 Do you handle social media?
- 1.9.0.0.7 What's typically included in a monthly engagement?
- 1.9.0.0.8 How do you measure success?
- 1.9.0.0.9 Do you work with pubs and hotels too?
- 1.9.0.0.10 What tools and systems do you work with?
- 1.9.0.0.11 Are you UK-only?
- 1.9.0.0.12 How do we get started?
- 1.10 Ready to make marketing pay back?
More bookings. Less theatre.
Built for ambitious UK restaurant operators.
Embedded digital growth for UK hospitality — from destination single sites to multi-site groups. Senior commercial leadership, joined-up channels, and one scorecard that ties marketing to covers. Founded by the ex-Head of Digital at Young’s.
15+ years
Inside UK hospitality — Young’s, Brakspear and multi-site operators
From destination single sites to groups of ten — we fit the shape of your operation
THE PROBLEM
You don’t need more marketing. You need marketing that pays back.
Most restaurant operators we meet aren’t under-marketed. They’re under-joined-up. Budget gets fragmented across channels that don’t talk to each other. The founder ends up managing it by default. And nobody can answer the only question that matters: where is revenue actually coming from?
i.
The founder’s carrying marketing. Senior attention is being drained into tactics that should sit a level below. Strategy suffers.
ii.
The in-house marketer is stretched thin. Strong on social and events, under-resourced on performance, CRM, SEO and analytics.
iii.
Channels are siloed. Ads, SEO, email and web each have their own logic. The funnel leaks between them.
iv.
Reporting is opaque. Nobody has a clean view of covers-by-channel or marketing’s contribution to revenue.
v.
A full in-house team is uneconomic. You can afford one good person, not a department. But one person can’t cover the stack.
WHY SPECIALIST BEATS GENERALIST
Restaurant marketing isn’t like other marketing.
A restaurant runs on covers, capacity and dayparts. Demand peaks unevenly. The booking journey is short. Local search, reviews and a booking engine matter more than any brand campaign. A good restaurant marketing agency understands all of that in its bones — not after a 90-day onboarding.
Commercial context first
We start with capacity vs demand, trading periods and contribution margin. Not with a creative brief. The plan is built around the covers you need, not the content calendar you inherited.
Local dynamics, not brand dynamics
Diners search locally, read reviews, and book within minutes. We run the Google Business Profile, map pack, and local SEO alongside paid search so the whole high-intent stack converts.
Operator DNA
Diners search locally, read reviews, and book within minutes. We run the Google Business Profile, map pack, and local SEO alongside paid search so the whole high-intent stack converts.
WHAT WE DO
The six levers that drive covers.
We focus relentlessly on the 20% of actions that drive 80% of your revenue. If a channel isn’t paying back, we cut it. If it’s the lever that moves the business, we double down.
Google Ads & Paid Search01
Capture ready-to-book demand efficiently. We cut waste, structure campaigns around intent, and focus spend where it reliably drives covers — not clicks.
Restaurant & Local SEO02
Own the map pack and the high-intent searches for every venue. Google Business Profile, local citations, schema and long-term organic growth that reduces paid dependence.
CRM & Email03
The database is the most valuable asset in the group and the least worked one. Segmentation, automation, and campaigns that drive repeat covers — not discount spirals.
CRO & Booking Journey04
Most restaurant sites leak bookings at the booking engine. We fix the mobile journey, the menu pages, the CTAs, and the friction that costs you covers.
Content & GEO05
AI search changes the rules. We produce content that earns citations in ChatGPT, Perplexity, Google AI Overviews — and the organic SERPs they feed from.
Analytics & Reporting06
One scorecard: bookings, revenue, channel performance. Ops, finance and marketing see the same numbers. Decisions get faster. Arguments get shorter.
Social is only included if it’s a gap. If your in-house team has social covered and it’s working, we leave it there and focus on what’s moving revenue. We plug what you need, not what we want to sell.
HOW WE WORK
Light on meetings. Heavy on bookings.
The operating model is part of the product. You get clarity, ownership and visible progress — without another supplier to manage. One owner, one plan, one scorecard.
01
Plan around revenue
Monthly or quarterly planning day with the main stakeholder. Targets, budgets, priorities.
02
Short weekly catch-up
Keep momentum, make decisions, unblock execution. No endless meetings.
03
Transparent workflows
Every task lives in shared Asana boards. Owners, deadlines, status — visible.
04
Friday results note
Three to five priorities each week. A short Friday note: what we did, what moved, what’s next.
05
One live scorecard
Bookings, revenue, channel performance — powered by our Cover Confidence framework.
PROOF
Work that pays back.
Three recent engagements. More on request.
COTSWOLDS · GASTRO PUB
Wild Thyme & Honey — rebuilding direct
A picturesque Cotswolds gastro pub leaning too hard on aggregators. We rebuilt the organic and local SEO stack, restructured Google Ads around high-intent queries, and reduced OTA dependency through direct-first positioning.
LONDON · MULTI-SITE RESTAURANT GROUP
HOP Vietnamese — King’s Cross opening
Integrated launch campaign for a flagship opening. PR, experiential, ambassador activity and CRM combined to drive trial, build brand momentum, and open without discounting.
COTSWOLDS · GASTRO PUB
Wild Thyme & Honey — rebuilding direct
A picturesque Cotswolds gastro pub leaning too hard on aggregators. We rebuilt the organic and local SEO stack, restructured Google Ads around high-intent queries, and reduced OTA dependency through direct-first positioning.
Final numbers pending client approval — live version will carry signed-off data.
HOW WE WORK
The right fit, not every fit.
We take on a maximum of two new partners per quarter. Quality of operator matters more than venue count — ambitious single-site restaurants and multi-site groups are both welcome. The relationships are close, the remit is real, and we say no when there isn’t a fit.
Commercially ambitious UK hospitality operators. From destination single sites — especially in competitive markets like London — to multi-site groups of ten.
A founder or MD who’s been carrying marketing by default. Ready to hand it to someone with the commercial and digital chops to run it properly.
A junior or solo in-house marketer who needs leverage. Someone strong on social and comms who needs senior cover for performance, CRM, SEO and analytics.
Budget that can fund one good person but not a full department. We give you department-level capability for a single hire’s cost envelope.
Operators who prefer candour to deck theatre. If you want weekly accountability and a clear scorecard, you’ll like how we work.
TWO WAYS TO ENGAGE (PLUS ONE)
Pick the shape that fits your team.
01 · Coach & Execute
We lead the plan. Your marketer grows.
A picturesque Cotswolds gastro pub leaning too hard on aggregators. We rebuilt the organic and local SEO stack, restructured Google Ads around high-intent queries, and reduced OTA dependency through direct-first positioning.
Best fit: you already have a marketer who needs senior cover.
02 · Run the Department
We are your marketing team.
We act as your Fractional Head of Digital plus execution team, owning strategy, channels and reporting. One team on the hook for the digital plan, spend and results — no juggling agencies, freelancers and juniors.
Best fit: no senior marketer in-house, no appetite to hire one.
03 · Plug the Gaps
We drop in where you need depth.
Already have some roles covered but missing depth in others? We drop in on performance media, CRM, CRO or analytics — joined up under one plan and one scorecard. Your team keeps what they’re good at; we cover the rest.
Best fit: partial team, specific capability gaps.
Agencies bill hours. Consultants’ bill decks. We bill bookings.
We’re not a traditional agency. We’re not pure consultants. We’re embedded operators with the senior judgement to set the plan and the execution muscle to ship it — focused on the 20% that drives 80% of restaurant revenue.
About the founder
Daniel Turner
Founder & Strategy Director, Insourced
Insourced exists because the same pattern kept repeating: hospitality operators paying for marketing that looked busy but didn’t move covers, and in-house teams struggling to keep up with a stack that keeps expanding.
A picturesque Cotswolds gastro pub leaning too hard on aggregators. We rebuilt the organic and local SEO stack, restructured Google Ads around high-intent queries, and reduced OTA dependency through direct-first positioning.
“Insourced is the agency I wish I’d had when I was client-side. Commercially focused, embedded in the business, built to act.”
Frequently asked
Questions we get before the call.
What does a restaurant marketing agency actually do?
A restaurant marketing agency drives bookings and revenue through digital channels — Google Ads, SEO, Google Business Profile, email and CRM, website conversion, and analytics. The good ones tie every action back to covers, not clicks. The rest bill you for activity.
How is Insourced different from a generic marketing agency?
We don’t do decks, discount campaigns, or generic retainers. We embed with your team, set commercial targets, and run the 20% of actions that drive 80% of your revenue. Founded by the ex-Head of Digital at Young’s, we operate like an in-house function with agency depth.
We already have a marketer in-house — why do we need you?
Most in-house hospitality marketers are strong at social, events and comms but under-resourced on performance media, technical SEO, CRM automation and analytics. We plug the skill gaps and coach your marketer so they level up. You end up with a stronger team, not a replaced one.
Do you only work with multi-site groups?
No. We work with ambitious single-site operators — particularly destination restaurants in London and other competitive markets — all the way up to multi-site groups. What matters is commercial ambition and operator calibre, not venue count.
How long until we see results?
Paid channels move fastest: Google Ads and Meta typically show lift within 2–4 weeks of restructuring. CRM and conversion work shows up in 6–8 weeks. SEO compounds over 3–6 months. We’re transparent about the curve from day one.
Only if it’s a gap. If your in-house team has social covered and it’s working, we leave it there and focus on what moves revenue. If social is underperforming or you’d like us to take it over, we can. Our default is to plug what you need, not sell you what you don’t.
What's typically included in a monthly engagement?
Commercial leadership and planning, hands-on execution across chosen channels, a monthly or quarterly planning day, a weekly catch-up, transparent workflows in Asana, weekly priorities, a Friday results note, and one live scorecard covering bookings, revenue and channel performance.
How do you measure success?
Bookings and revenue first. Then channel-level metrics — direct bookings, cost per cover, database revenue per send, Share of Local Voice, organic traffic, and conversion rate. We use our Cover Confidence scorecard so marketing, ops and finance see the same numbers.
Do you work with pubs and hotels too?
Yes. Daniel spent 15 years in pub operations including as Head of Digital at Young’s and work with Brakspear. We run equivalent engagements for pubs and hotels — the commercial mechanics are similar, the dayparts and booking dynamics differ.
What tools and systems do you work with?
We’re tool-agnostic. We work with ResDiary, SevenRooms, OpenTable, DesignMyNight, Airship, Toggle, Mailchimp, Klaviyo and whatever else is in your stack. Reporting uses our own Cover Confidence framework alongside GA4, Search Console and channel-native dashboards.
Are you UK-only?
Our client base is UK hospitality, which is also where our operational context is sharpest. We’ll consider international engagements for groups with a UK footprint or where the commercial opportunity fits.
How do we get started?
Book a 30-minute strategy call. We’ll walk through your current marketing, the commercial opportunity, and whether there’s a fit. We take on a maximum of two new partners per quarter, so early conversations matter.
Two partners per quarter
Ready to make marketing pay back?
Thirty minutes. No deck. We’ll look at your current marketing, where the commercial opportunity is, and whether there’s a fit. If there isn’t, we’ll tell you and point you to who might be a better match.