If you’re a restaurant owner, you’ve likely seen the news: tariffs on imports from Mexico and Canada are set to push food costs even higher. That means your avocados, meats, dairy, and key produce—the lifeblood of your menu—are about to get more expensive.
Margins are already razor-thin in this business. The question isn’t “Will this affect me?”—it’s “How do I get ahead of it?”
Here’s the reality: You can’t control global trade policies, but you can control how you position your restaurant, retain customers, and keep revenue flowing. That’s where smart marketing comes in.
The Cost Increase You Need to Prepare For
Recent reports show that tariffs will directly impact:
✅ Avocados, tomatoes, peppers, and citrus (Mexico accounts for 78% of U.S. avocado imports)
✅ Beef and pork (Mexico and Canada supply nearly 50% of U.S. beef imports)
✅ Cheese and dairy (Canada is a major dairy supplier)
✅ Seafood (Particularly shrimp and tilapia, widely used in menus across the U.S.)
If your restaurant relies on fresh ingredients, specialty meats, or Latin/Mexican-inspired dishes, you’ll see these costs hit fast.
So what’s the game plan?
6 Smart Marketing Moves to Offset Rising Food Costs
1. Value-Based Messaging: Show Guests Why You’re Worth It
Your food isn’t just about ingredients—it’s about the experience, quality, and care you put into it.
- Update menu descriptions to highlight quality sourcing (e.g., “Fresh, locally sourced ingredients” instead of just “Grilled chicken”).
- Tell your brand’s story—why you do what you do and how you’re navigating challenges to maintain quality.
- Focus on emotional connection—customers will pay more when they believe in your brand.
2. Smart Menu Engineering: Push High-Margin Items
Now’s the time to optimize your menu and steer guests toward items that help your bottom line:
- Feature high-margin items more prominently (hint: cocktails and shareable plates are often the winners).
- Create bundles or prix fixe options that subtly increase per-ticket spend.
- Use limited-time specials to encourage customer excitement while adjusting pricing strategically.
3. Get Laser-Focused on Customer Loyalty
A small shift in repeat business can massively impact your revenue.
- If you don’t have a loyalty program, start one now.
- Offer exclusive deals to email and SMS subscribers (Example: “Order direct and get a free appetizer—our way of saying thanks for supporting local”).
- Focus on hospitality-driven marketing—guests will stick with you if they feel valued.
4. Adjust Promotions (But Keep Demand Strong)
Avoid deep discounts that cut into profits, but use strategic offers to increase frequency and average spend.
- Push weekday specials to drive traffic when business is slower.
- Offer happy hour or dine-in incentives to keep guests engaged.
- Use gift card promos—great for cash flow without heavily discounting food.
5. Leverage Digital Ads for High-Value Customers
Not all customers are price-sensitive. Some are willing to pay for quality, but you need to reach them.
- Use Facebook & Instagram Ads to target customers who dine out frequently.
- Segment your email & SMS lists to offer exclusive perks to VIP guests.
- Retarget past diners with Google Ads reminding them why they love your restaurant.
6. Lean Into Private Events – Your Most Predictable, High-Profit Revenue Stream
If your restaurant offers private events, now is the time to market them aggressively. Why?
✅ Controlled Costs: Unlike à la carte dining, private events have pre-set menus, fixed costs, and guaranteed revenue.
✅ Higher Ticket Sales: One event can bring in the same revenue as an entire night of regular service.
✅ More Predictable Margins: You control portions, food costs, and labor better than in standard service.
How to Maximize Private Event Bookings Through Marketing
- Update Your Website & Social Media: Make sure private event packages are front and center (not buried on a subpage).
- Create Urgency with Limited-Time Offers: Example – “Book your spring event by March 15 and get a complimentary champagne toast.”
- Email & SMS Targeting: Reach past event bookers and VIP guests with exclusive perks.
- Run Retargeting Ads: If someone visited your private events page, follow up with ads reminding them to book.
- Leverage Google Search Ads: People are actively searching “private event space near me.” Make sure you show up!
Private events are your secret weapon in this economy. Shift your marketing focus here, and you’ll bring in higher revenue with less unpredictability.
Final Thought: Lead With Confidence
Yes, food costs are rising. Yes, it’s frustrating. But you are not powerless. The best operators adapt and adjust—and marketing is your greatest tool to navigate this storm.
If you need help executing on these strategies, that’s what we do at Breadth Marketing. Shoot me a reply or book a call here. Let’s make sure you come out of this stronger.
Sebastian Stahl
CEO, Breadth Marketing
P.S.
If you found this valuable, forward it to a fellow restaurant owner who needs to hear it. We’re all in this together.
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