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. We handle the account, so it 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 the job each one does.
Grouped the way they actually work rather than the way they get sold. Available individually if you only need one piece — most restaurants take a group at a time and let us decide the order.
Bring people back
They came once. Something has to reach them before they forget you exist. This is usually where we start, because it costs the least and moves the fastest.
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.
Get found by new people
Paid traffic is rented attention. It makes sense when the rest of the system can hold what it delivers — and we will tell you when it cannot yet.
Paid social
Meta and Instagram campaigns aimed at the few miles that actually matter to a restaurant. Built around a real offer, with creative made from your food rather than a stock plate.
Google campaigns
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.
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 media, handled
The account has to keep moving on the weeks you have no time at all. That is a systems problem, not a creativity problem.
Social media management
We run the account. What goes out, how often, and in a voice that sounds like your restaurant — so nobody is staring at an empty box on a Sunday night, and the feed keeps moving on your worst week.
Creative & 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.
Fill the slow shifts
A promotion has a reason, a window, a place to land and a way to tell afterwards whether it worked.
Offers & promotions
Designed around your margin and your quiet shifts, rather than a discount that sounded generous at the time. Defined once and pushed everywhere it should appear.
Run the whole thing
The loops only compound if somebody is holding the calendar and cutting what does not work. That is the actual job.
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. 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.
We work in your accounts, not around them. Ad account, domain, lists and listings stay in your name throughout.
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 — your menu, hours and photos publishing to your website, your customer list, and your email and text campaigns. Some restaurants use Plate alone. Some use Plate while we run the work 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.