Hospitality marketing
How diners
choose.
Diners shortlist fast and check a few things: where you are, what it looks like, what it costs, and what others say. Google found two-thirds of Australians consider more than one restaurant before booking, and in a 2025 survey, 29% said reviews sway them before trying a new venue. Customer photos matter more than you'd think: one study found they predicted whether restaurants survived.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.A quick
shortlist.
Google's research in Australia found two-thirds of people consider more than one restaurant before booking, and 77% of smartphone users said info on their phone helped them choose. That's older data, from 2014 and 2015, so treat it as a guide to the habit, not a current figure.
The shortlist is built from what's close, what's open, and what looks right. Your listing has a few seconds to show the room, the food, the prices and the hours.
Photos that
tell the truth.
A study of about 18,000 US restaurants found photos posted by customers predicted whether a restaurant survived, up to three years ahead, over and above reviews. How informative a photo was mattered more than how polished it looked.
So show what people will actually get: the dish as served, the room at a normal busy time, the outside so they can find you. Add your own photos regularly so customer photos aren't the only ones.
Reviews
and social.
In a 2025 survey by FoodService Association Australia and Vypr, 29% said they check reviews and are swayed by them before trying a new restaurant, and 63% preferred price discounts to loyalty schemes.
Social plays a different part. DoorDash's 2025 Delivery Trends Report, a survey of about 1,000 Australians, found Facebook (21%) and Instagram (17%) were the top social channels for finding new restaurants, and 53% had ordered a trending dish they saw on social. Social puts you in front of people; your listing and reviews close the deal.
The 10-second test
What does a stranger
see in 10 seconds?
Open your Google Maps listing on a phone, as a stranger would. Tick what's true right now.
Score
0 / 7
Fix first
Near
and now.
Many dining searches happen close to the moment: tonight, this weekend, somewhere nearby. Hours that are right today, a booking button that works at 10pm, and a menu with prices on your profile all help someone choose you without calling.
No Australian data was found on exactly how much an online menu or photos lift bookings, so treat this as typical practice. It's also cheap to get right.
What I see most often
What I see
most often.
- 1
Only customer photos
Dark or old customer photos, and none from the venue itself.
- 2
No menu on the listing
Diners have to click through to a PDF to see what it costs.
- 3
Hours wrong on public holidays
Google says open, the door says closed.
- 4
Bad reviews with no reply
The latest complaint sits there unanswered.
The honest bit. A great listing gets people through the door once. Whether they come back depends on the food, the service and the bill.
Questions
people ask.
How do people choose a restaurant?
Usually from a quick shortlist on their phone: location, photos, menu, price and reviews. Google found two-thirds consider more than one place.
Do photos affect restaurant choice?
Yes. Customer photos predicted restaurant survival in a large US study, and informative photos mattered most.
Do reviews matter for restaurants?
For many diners. In a 2025 Australian survey, 29% said reviews sway them before trying somewhere new.
Which social media do diners use to find restaurants?
In DoorDash's 2025 Australian survey, Facebook and Instagram led, followed by YouTube and TikTok.
Related
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going.
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