Next, you must work out when you want to build your trade. There is no point in advertising some general message if your Friday and Saturday nights are already full. You'll get more of the same and end up spending money for the privilege of turning potential customers away at the door. This irritates them. All customers are not equal.
Some people spend very little, are demanding and take-up valuable seating.
Most restaurants can classify their customers into clearly identifiable groups such as business, special occasion, seduction and casual diners. Start with the most valuable group. Set specific targets for your advertising. Decide whom you want to attract, and when you want them to come. Let's take media first.