Atração e fidelização de clientes pequenos restaurantes
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Attracting and retaining customers: What can small restaurants replicate from the big chains?

11 de April, 2025

The restaurant sector is highly competitive and the battle between small restaurants and large chains can often seem unequal. With higher budgets and more robust structures, chain restaurants have other tools to attract and retain their audience.

However, even if they don’t have the same size, the same resources or the same levels of notoriety, small establishments can find inspiration in the strategies and good practices developed by the chains. Discover some examples with us.

1 – Online presence

Nowadays, having a consistent online presence and working on your restaurant’s visibility on digital channels and social networks is very important for business success. The big chains don’t neglect the power of a strong digital presence and incorporate it into their strategy:

  • A regular and consistent presence on social networks (promoting new products, promotional offers, competitions, etc.);
  • Visibility on online booking platforms (such as DIG-IN, Mygon or TheFork, for example) and home delivery platforms (such as Uber Eats, for example);
  • The creation of a Google Business Profile (formerly Google My Business), so that people can easily find information about the physical establishment when they do a Google search (such as the address, telephone number, photos of the space or the menu, for example).

Maintaining your restaurant’s online presence makes it easier for people to find you, for potential customers to want to visit you after looking at the menu or seeing photos of the dishes, and for them to make a reservation. As such, it is a fundamental aspect to consider in order to attract and retain customers.

2 – Loyalty programs

Many restaurant groups promote loyalty through initiatives such as points cards (physical or virtual) and exclusive discounts for repeat customers.

Although these programs may seem complex, they can actually be replicated relatively simply by smaller restaurants. A small establishment can implement a stamp card, through which customers can enjoy some special advantage after a certain number of visits (for example, a coffee, a dessert or a free dish).

These offers, however insignificant they may seem, create a feeling of closeness and appreciation in people that can lead them to become regular customers.

3 – Consistency in the customer experience

One of the main strengths of the big restaurant chains is their ability to offer a consistent experience, not only in their different establishments, but at all points of contact with customers.

Consistency and predictability generate trust. When a customer already knows a restaurant, they expect it:

  • To be welcomed and advised, regardless of the staff who attend to you;
  • That the food has quality, regardless of the dishes you eat;
  • Have a consistent and positive experience, regardless of the day and time you visit the restaurant.

For this to happen, it is crucial to define clear standards of quality and excellence and to train teams to follow these standards rigorously.

4 – Adaptability

Thanks to their structure and resources, the big chains are able to adapt quickly to customer preferences and changes in consumer habits (such as the introduction of vegetarian options, healthier alternatives or the reduction of plastic in takeaway packaging).

Small restaurants should take care to listen to their customers, gathering their opinions and adapting their menus and service to respond to emerging preferences and trends. This adaptability, and commitment to continuous improvement, demonstrates a genuine concern for the public.


In short, it can seem daunting to run a small restaurant when you know that the big chains have resources that are out of their reach. But small restaurants can take inspiration from some of these strategies to enhance their unique characteristics, which should be valued and contribute to their differentiation in the market.

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