Blog

Boost Your Restaurant Business with Geo-fencing

Jay Bandy • May 29, 2023

Tips for a successful geo-fencing marketing campaign

Are you a restaurant owner or manager looking for ways to attract more customers and increase sales? Look no further than geo-fencing! This location-based marketing technique uses GPS or RFID technology to create a virtual boundary around a specific area, such as your restaurant’s location. In this blog post, we’ll explore how geo-fencing can help your restaurant business and provide tips for implementing this strategy effectively.


What is Geo-fencing?

Geo-fencing is a technology that allows you to set up a virtual boundary around a physical location, such as your restaurant. 1 When a customer enters or exits this boundary, they can receive targeted messages or notifications on their mobile devices. This technology can be used to engage customers, drive traffic to your restaurant, and boost sales.


What are the Advantages of Geo-fencing?

Geo-fencing allows you to effectively track the marketing you are doing for your restaurant by using advanced attribution reporting. This marketing technique targets your audience at every stage of their journey to buy something. This process extends to repeat customers as well by targeting them through awareness, consideration, conversion, and re-conversion. Showing them mobile ads and short commercials on streaming platforms will also increase interest.


How does Geo-fencing for Restaurants Work?

1. Target Zones

Sets up “target zones.” These are places your customers go regularly, such as grocery stores and local businesses.

2. GPS Technology

Uses GPS technology to market to those who enter your target zones. You can do this by showing them action-oriented banner ads and unskippable short commercial ads on streaming platforms.

3. Conversion Zones

Tracks this progress with Conversion Zones, which are a powerful tool for tracking online to offline conversion in mobile restaurant advertising. They measure how many of the customers you attract came from your geo-fencing campaign.


How can Geo-fencing Help Restaurants?

Geo-fencing can be a powerful tool for restaurants to attract new customers and increase sales. Here are some of the benefits of using geo-fencing:

1. Targeted Marketing

With geo-fencing, you can send targeted messages to customers who are in the vicinity of your restaurant. For example, you can send an exclusive offer or coupon to customers who are within a certain distance of your restaurant.

2. Increased Foot Traffic

Geo-fencing can help drive foot traffic to your restaurant by alerting customers who are in the area about your restaurant’s specials, promotions, and events. 2


3. Improved Customer Experience

Geo-fencing can also be used to improve the customer experience by providing personalized messages and offers that are tailored to their location and preferences.


Examples of How Geo-fencing Works:

1. Targets Competitors, Employers, Points of Interest and Local Neighborhoods

This is done when an ideal customer walks into your competitor's location and through their smartphone, you can capture their mobile ID and show them your restaurant-related content.

2. Serve Mobile Ads, Video Ads and Audio Ads

After the previous action has taken place, the customer eventually returns home and connects to their Wi-Fi, which opens a portal to all their other electronic devices in their home. From here, you can target them with banner ads and 15-30 seconds of unskippable CTV advertisements. CTV advertisements are affordable, highly-targeted, unskippable streaming TV commercials. These can be shown when a customer uses their laptop to visit your restaurant’s website or to a customer whose mobile device shows that they have been to see your main competitor.

3. Watch Walk-in Surge to Your Restaurant

The customer will remember seeing all these ads and then will decide to try out your restaurant. Once they do, their mobile ID will register as a new customer.


Tips for Implementing Geo-fencing in Your Restaurant

If you’re interested in using geo-fencing to boost your restaurant’s business, here are some tips for implementing this technology effectively:

1. Define Your Target Audience

Before you start using geo-fencing, you need to define your target audience. Who are the customers that you want to attract to your restaurant? Once you have identified your target audience, you can tailor your messaging and offers to their preferences.

2. Create Compelling Promotions

To attract customers to your restaurant, you need to create compelling offers and promotions. Use geo-fencing to send exclusive offers to customers who are in the area.

3. Choose the Right Geo-fencing Platform

There are many geo-fencing platforms available, so it’s important to choose the one that best fits your restaurant’s needs. Restaurantgeofencing.com is a great platform to consider, as it offers a user-friendly interface, powerful analytics, and customizable messaging options.

4. Monitor and Analyze Results

Like any marketing strategy, it’s important to monitor and analyze your geo-fencing results. This will help you identify what is working and what needs improvement. Use the analytics tools provided by your geo-fencing platform to track customer engagement, foot traffic, and sales.


Geo-fencing can be a game-changer for restaurants looking to attract new customers and increase sales. By using the tips outlined in this blog post and choosing the right geo-fencing platform, you can leverage this technology to drive traffic to your restaurant and improve the customer experience.


Do you want to learn more? Contact us for more information on how geo-fencing is built into a holistic marketing plan for restaurants to get results.





By Jay Bandy August 24, 2025
The Phenomenon From Baby Boomers to Gen Z: A Generational Divide The current decline in alcohol consumption is not a fleeting trend but an accelerating, long-term generational shift. A Gallup poll shows that the percentage of American adults who report drinking alcohol has fallen to 54%, the lowest point in three decades. This trend is particularly pronounced among the younger generation. According to research, the share of adults under age 35 who drink has dropped by 0 percentage points, from 72% in 2001-2003 to 62% in 2021-2023. This suggests that today’s young people are the least frequent drinkers in recent decades. These changes are starkly reflected in consumer spending data. In 2021, U.S. Gen Z consumers spent just over $2.2 billion on alcohol, the lowest amount compared to all other age groups. Further reports reveal that 21.5% of Gen Z abstains from alcohol entirely, while 39% consume it only on occasion. Additionally, Gen Z consumes about one-third less beer and wine than previous generations. These figures not only validate a bar owner’s concerns but also signal that the traditional “party-hard” model is becoming obsolete. This is not a temporary fad but a lasting trend that requires a fundamental business model adjustment. Taking a Different Path: The Unexpected Impact of Economic Factors When exploring the reasons for Gen Z’s reduced drinking, a commonly overlooked factor is the economy. While many attribute the shift to changing values, a senior beverage analyst at a drinks company put it bluntly: “Gen Z ain’t got no money”. Compared to previous generations, today’s young people have lower incomes, less stable employment, and many have yet to reach the legal drinking age. Their disposable income is naturally limited. Interestingly, data indicates that Gen Z spends the same proportion of their after-tax income on alcohol as Millennials did at the same age. This suggests that Gen Z isn’t inherently averse to drinking; rather, they simply have less money to spend. For bar owners, this means the challenge isn’t just about “selling alcohol” but about convincing consumers that, within a limited budget, “going out for a drink” is a worthwhile and high-value experience. This forces businesses to reconsider their value proposition: Are they selling a beverage or an unparalleled social experience?   The Drivers Health Above All: Prioritizing Physical and Mental Well-being Gen Z’s focus on physical and mental health is at an unprecedented level. They are more aware of alcohol’s negative effects than previous generations and see it as a potential health risk. A Gallup poll found that 53% of U.S. adults now believe moderate drinking is harmful to health, a view driven primarily by young people. Two-thirds of respondents aged 8 to 34 hold this view. Crucially, mental health awareness plays a central role in this trend. While Gen Z reports higher rates of anxiety and depression, they are also more willing to seek professional psychological help. They openly discuss their sobriety journeys on social media platforms to manage their emotions and cope with stress. For this generation, alcohol is no longer a tool for “relaxing” or “de-stressing.” Instead, it can be a stumbling block to emotional stability and quality sleep. In fact, 34% of Gen Z cite mental health as a reason for abstaining, and 46% say they are “simply not interested in drinking”. Therefore, bars can no longer position themselves solely as places of “indulgence” but must adapt to consumers’ pursuit of “self-care” and “wellness.” The Digital Footprint and the Desire for “Control” The digital age has fundamentally altered the rules of socializing for young people. The ubiquity of smartphones and social media creates a constant state of digital surveillance. In 1991, 64% of U.S. high school seniors had been drunk at least once, but by 2024, that figure had dropped to just 33%, with two-thirds of the decline occurring after 2012, the year smartphones became widespread. Today, the risk of leaving a “digital footprint” after getting drunk has evolved from a social faux pas into a permanent public record that is impossible to erase. This pushes Gen Z to be more cautious in social settings and to “maintain control and avoid embarrassing moments that might be documented online”. This desire for “control” stands in stark contrast to the “indulgence: mentality of previous generations. If bars continue to promote a “binge drinking” culture, they will be out of sync with Gen Z’s core values. Instead, creating an environment that encourages safe, mindful consumption and offers curated social experiences will meet their new demands. The Shift in Socializing: From “Drinking” to “Doing” Gen Z’s social life is being redefined. They prefer to socialize at home or at friends’ houses rather than at traditional bars and nightclubs. They are actively creating “activity-centered” social patterns, such as escape rooms, rock climbing, pottery classes, or immersive art exhibitions. In addition, “wellness-focused gatherings,” such as yoga classes and “sober raves,” are increasingly popular among Gen Z. These activities all provide an interactive environment for people to connect without relying on alcohol. The bar’s status as a social venue is facing unprecedented competition. It is no longer the only “place to go” and must now compete with a wide range of engaging activities. Successful bars need to transform their space from a simple drinking spot into a social hub that offers unique, non-alcohol-centric experiences. The business model must shift from selling beverages to selling a curated social experience. The Unexpected Impact of Demographics A subtle, but often overlooked, factor is a fundamental demographic shift. Traditionally, men, especially white men, have been the main drivers of alcohol consumption volume. However, their share of the drinking population is declining, being replaced by women and people of color—two groups that have historically consumed less alcohol. Today, women make up most alcohol consumers under the age of 25, and their average consumption is only half that of men. Furthermore, Gen Z is the most racially and ethnically diverse generation in U.S. history. This indicates that even if individual drinking habits within each demographic group remain unchanged, overall, per-capita alcohol consumption is bound to decline due to these population shifts. This is a structural, permanent challenge, not just a change in consumer sentiment. Key Drivers of the Sober Shift Health & Wellness Awareness of negative health effects; connection to anxiety and depression; viewing sobriety as a form of self-care. Economic Factors Lower disposable income; price sensitivity; a desire to save money. Digital Culture Fear of a permanent digital footprint; desire to maintain control; normalization of sober culture on social media. Social Norms & Demographics Shift to activity-centered socializing; rise of non-alcohol-centric events; a demographic shift towards groups who historically drink less (women, people of color).   The Strategy Rethinking the Product: Embracing the “No & Low” Menu Gen Z’s beverage choices reflect their preference for novel flavors and convenience. Studies show that spirits and Ready-to-Drink (RTD) products are the most popular categories among Gen Z, while traditional wine and beer have a mixed outlook. More than half of Gen Z drinkers “often or sometimes” choose non-alcoholic beers, mocktails, or low-ABV cocktails when socializing. Non-alcoholic beers like Heineken 0.0 and Guinness 0.0 are even considered “trendy” brands by Gen Z. Therefore, a bar’s inventory model must expand beyond traditional alcoholic beverages. Bars should position themselves as “beverage destinations,” not merely “alcohol providers.” Specific suggestions include: • Develop a premium mocktail program: Offer complex and visually appealing non-alcoholic cocktails to satisfy Gen Z’s desire for flavor exploration. • Curate a selection of non-alcoholic and low-ABV options: Create a diverse menu of non-alcoholic beers, spirits, and low-alcohol beverages. Highlight “better-for-you” qualities such as natural ingredients, organic fermentation, or functional ingredients like vitamins and adaptogens. By making non-alcoholic beverages a premium, core product line, a bar can directly meet Gen Z’s demand for health, self-care, and flavor innovation. Redefining the Venue: From “Intoxication” to “Experience” The shift in Gen Z’s social patterns requires bars to reimagine their reason for existence. If a bar is just a place for “drinking,” it will be unable to compete with at-home gatherings and new types of event venues. A bar must transform itself from a simple drinking spot into a place that offers a unique social experience. • Host activity-based social events: Organize regular weekly or monthly events centered around activities, such as trivia nights, board game nights, live music performances, or mixology workshops. • Cultivate a “third space” atmosphere: Create an environment that prioritizes community and genuine human connection. Make people feel comfortable and safe, whether they are drinking or not. This atmosphere provides a unique social experience that cannot be replicated at home, offering consumers a valuable reason to go out. Marketing Strategies for the Modern Drinker Traditional top-down advertising is largely ineffective for Gen Z, a generation of digital natives. They place greater trust in recommendations from friends, family, and relevant influencers. Successful marketing must be a two-way conversation that builds an authentic community around the brand. • Embrace a digital-first strategy: Invest heavily in social media platforms like TikTok, Instagram Reels, and YouTube. Produce short, shareable video content, such as 5-second cocktail recipes or fun behind-the-scenes clips. • Collaborate with micro-influencers: Partner with micro-influencers who have authentic niches in areas like mixology, wellness coaching, or food. • Encourage user-generated content (UGC): Create branded hashtags, filters, or remixable music to inspire users to post original content related to the brand. Use an authentic, creative, and inclusive tone, focusing on celebrating human connection and mindful drinking, and avoid outdated “party-hard” or “macho” imagery. The goal of a bar’s marketing should not be to convince Gen Z to drink but to show how the bar’s beverages and atmosphere can enhance the lifestyle they seek—one focused on health, fun, and authentic connection. Gen Z’s Preferred Drink Categories (Alcoholic and Non-Alcoholic) Preferred Categories Spirits (especially white spirits like tequila and flavored vodka), Ready-to-Drink (RTD) canned cocktails, hard seltzers, mocktails, non-alcoholic beers (e.g., Heineken 0.0), adaptogen-infused spritzers. Flavor variety, convenience, health consciousness, self-care, suits at-home socializing. Mixed or Declining Categories Traditional beer, red wine, heavy spirits. Lower consumption among women and people of color; does not align with “health” or “control” narratives; considered less novel in taste than spirits and RTDs. Goliath Consulting Group is a restaurant consultancy group based in Atlanta, Georgia. To learn more about our services including menu development, business strategy, marketing, and restaurant operations, contact us at http://www.goliathconsulting.com or email us at getresults@goliathconsulting.com
By Jay Bandy August 24, 2025
The use of constant gentle pressure in leadership helps move people and organizations to be successful.
Man and woman looking at a tablet for AI in restaurants.
By Jay Bandy July 11, 2025
AI is helping restaurants streamline operations, cut costs, and enhance guest experience with smarter tools.
By Jay Bandy June 28, 2025
Learn how restaurant robotics is helping operators manage labor shortages, streamline service, and improve efficiency across the kitchen and dining room.
By Jay Bandy June 8, 2025
Get your restaurant kitchen summer-ready with practical tips to improve airflow, keep staff cool, protect ingredients, and maintain peak efficiency in hot weather.
By Jay Bandy May 26, 2025
Find the right content creator for your restaurant and grow your brand with content that connects, converts, and drives real traffic.
By Jay Bandy May 14, 2025
Smart restaurant collaborations can boost sales, expand your reach, and strengthen community connections—when they make sense for your brand.
By Jay Bandy May 1, 2025
Discover how to turn your restaurant's social media into a powerful tool for customer engagement, brand growth, and lasting success.
By Jay Bandy April 22, 2025
From rising food costs to changing menus, restaurants are adjusting to new tariffs that impact everything from seafood to wine. Here’s what these changes mean for your dining experience.
By Jay Bandy April 19, 2025
Explore how strong hospitality practices boost customer loyalty, drive positive reviews, and elevate your restaurant’s overall guest experience.