Big chain restaurants dominate the mass market when it comes to advertising – a fact of life that can sometimes make it difficult for smaller independent operations to be heard among all the songs about baby back ribs. Launching a restaurant marketing campaign for an independent means less money to spend and more to lose if the campaign doesn’t drive more business.

That means a successful marketing campaign has to stand out to be effective. Independents can’t rely on constant coverage through big media outlets, but that doesn’t necessarily have to be a disadvantage. Some tips on how to make your...

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