Plate
Marketing that keeps working when you’re slammed.
Your marketing should not disappear the moment the dinner rush starts. We build the system that keeps your restaurant visible and gives people reasons to come back — then we run it, so it does not depend on anyone finding a spare hour.
Not ad management. A system that stays on.
Plenty of people will run Facebook ads for a restaurant. Very few will connect those ads to a landing page, that page to your customer list, that list to a text on a slow Tuesday, and all of it back to a website that can take the traffic.
That connection is the work. Ten separate services bought from ten separate people is how restaurants end up spending money every month and having no idea which part did anything.
Four loops that feed each other.
This is the whole model. Each loop is useful alone; together they compound, because each one produces the raw material the next one needs.
01 · Bring the regulars back
The cheapest customers you will ever get are the ones who already came once. Most restaurants are sitting on hundreds of them — in the POS, in an ordering account, on old catering enquiries — and have never sent them anything. This loop is usually where we start, because it costs the least and moves the fastest.
02 · Stay visible without living on social
Consistency beats brilliance here, and consistency is exactly what a busy restaurant cannot manage by hand. Whether we run this for you or you run it in Plate, the point is the same: the account keeps moving on the weeks you have no time at all.
03 · Get found by people who don’t know you yet
Paid traffic only makes sense once there is somewhere good to send it and something to capture from it. Otherwise you are renting attention and throwing away everything it brings. We run ads when the rest of the system can hold what they deliver — and we will tell you when it cannot yet.
04 · Fill the slow shifts on purpose
A promotion is not a discount you announce and hope about. It has a reason, a window, a place to land and a way to tell whether it worked — so you can run it again or stop running it.
The pieces, and what each is for.
Available individually if you only need one. Most restaurants take a few and let us decide the order.
Paid social
Meta and Instagram campaigns aimed at the few miles that actually matter to a restaurant. Built around a real offer, pointed at a real landing page, with the creative made from your food rather than a stock plate.
Google campaigns, where they earn it
Search works when people are already looking for what you sell — catering, a cuisine, a neighbourhood. It is wasted on a restaurant with no name recognition and no landing page. We will say which one you are.
Customer reactivation
Finding the people who came once and stopped, and giving them a specific reason to come back. Usually the highest-return thing we do in the first ninety days.
Email campaigns
Written, designed and sent — to the people who agreed to hear from you. We check that agreement before anything goes out, because a list you burn is a list you do not get back.
SMS campaigns
The highest-attention channel a restaurant has, and the easiest to ruin. Used rarely, for things worth interrupting someone about, and only to numbers that opted in.
Offers and promotions
Designed around margin and around your slow shifts, not around a percentage that sounded generous. Defined once and pushed everywhere it should appear.
Landing pages
One page, one offer, one action. This is what makes a campaign measurable — sending paid traffic to a homepage is how you end up unable to answer whether it worked.
Social and content strategy
What to post about, how often, and in what voice — decided once so that nobody is staring at an empty box on a Sunday night. Then either we run it or Plate does.
Creative and content support
Getting usable images out of what you already have, directing what to shoot next, and writing copy that sounds like your restaurant instead of a marketing department.
Campaign planning
A calendar built around your year: the holidays that matter to your kind of place, the seasonal menu, the slow month everyone forgets to plan for until it arrives.
Ongoing managed marketing
All of the above, owned by us month to month. You get a short update on what ran, what it did and what is next — and the rest of your attention back.
Rules we hold ourselves to.
We do not run ads into a site that cannot take them. If the website is the bottleneck, we fix that first or we tell you to spend the money elsewhere.
We do not email people who did not agree to it. Permission gets checked before a send, not after a complaint.
We do not promise a number of covers. Nobody can control that. We control what runs, how consistently, and how quickly bad results get cut.
Your accounts stay yours. Ad account, domain, lists, listings. If you leave, you take all of it with you and nothing switches off.
We do not fake your food. No AI-generated dishes, no stock photo of a burger you do not serve. If a photo is missing we say so and help you get a real one.
Reporting in plain language. What ran, what it cost, what happened, what changes next. Not a forty-tab dashboard you will never open.
Everything above has a self-serve version.
Plate, powered by CravEngine
If you would rather keep marketing in-house, Plate is the software side of this same system — the post ideas, the calendar, the promotions, the customer list. Some restaurants use Plate alone. Some use Plate while we run the campaigns around it.
Stop letting the customer list sit there.
Tell us what you already have — a POS list, an old email tool, a Facebook page you stopped posting on — and we will tell you what it is worth.