The Power of QR Codes: The Biggest Opportunity to Grow Your Restaurant Sales

Imagine this: you work your ass off to get customers into your restaurant. They’re enjoying a great meal, having an amazing experience, but there’s one major problem—your servers aren’t asking for their information to join your loyalty program. And guess what? Your customers aren’t going to ask either.

So, how do you capture their attention and get them to take action?

The answer: A properly placed QR code.

Hi, I’m Matt Plapp, the Chief Energy Officer of Restaurant Marketing That Works. Today, I’m going to break down one of the biggest opportunities you have to grow your restaurant sales: in-store marketing. More specifically, we’re going to talk about how to leverage QR codes to not only get customers to take action but also to bring them into a valuable marketing program that drives repeat visits and revenue.

The Evolution of QR Codes in Restaurants

Let’s take a trip back to 2012. We were working with Hofbräuhaus Newport, one of our restaurant clients, and started using QR codes for in-store marketing. Back then, QR codes weren’t as common—you actually had to download an app to scan them. And guess what? People still did it.

Why? Because the offer was that good.

Customers who scanned the QR code received a free order of pretzels and beer cheese—their best-selling appetizer. It was completely free, a $10 value, no strings attached. That offer was so compelling that people went through the hassle of downloading an app just to redeem it. That’s the power of a strong call to action.

1. Placement: Where Should You Put Your QR Codes?

The first key to making QR codes work for you is strategic placement. Where are your customers looking? More importantly, where do they stop looking? If your QR codes are stagnant and never move, they become background noise.

Here’s where you should place them:

• Table toppers – Customers are already looking at these while they wait for their food.

• Napkin holders – Right where they grab something.

• Restrooms – Yes, even in front of urinals! Your customers have nothing to do for 30 seconds—give them something productive.

• Entrance & exit doors – Catch their attention as they come and go.

• Parking lots & sidewalks – Sticker placements that make customers stop and scan.

• Creative hanging displays – Some restaurants hang QR codes from the ceiling with fishing line, drawing curiosity and engagement.

The key takeaway: Move your QR codes around regularly so they don’t blend into the background.

2. Purpose: Why Should Customers Scan?

Once you’ve got their attention, you need to make sure they have a compelling reason to scan.

Think about it: If your QR code just says, “Join our loyalty program,” why would they care? But if it says, “Scan here to get a FREE burger when you join our loyalty program,” that’s a clear and irresistible reason to take action.

People need to know exactly what they’re getting when they scan. Give them instant value.

3. Call to Action: Make It Clear & Enticing

Your QR code’s call to action (CTA) needs to do two things:

1. Tell them what they’re getting – The more appealing the offer, the better.

2. Tell them what to do – Keep it simple and direct.

A bad CTA: “Scan here to get 50% off an appetizer when you buy two entrées.”

A great CTA: “Scan here to get a FREE appetizer—no purchase necessary!”

If people really want what you’re offering, they’ll take action, even if they have to go through extra steps. Remember Hofbräuhaus? People were willing to download an app just to claim that free pretzel and beer cheese offer.

4. Where Should Your QR Code Take Them?

Here’s a mistake I see too often: a customer scans a QR code, and suddenly, they’re bombarded with a long form asking them for way too much information.

Nobody wants homework.

Instead, keep it simple: Three to five easy questions. Just collect the essentials so you can deliver their reward and continue engaging with them.

5. Branding: Keep It Consistent

Your QR code marketing should look like your brand. The design should match your restaurant’s website, social media, and in-store signage. Customers should instantly recognize that it’s from your restaurant, not some generic ad.

At Restaurant Marketing That Works, we use consistent branding everywhere—the MP logo, the MP shirt, and, of course, my signature orange. Your QR code marketing should do the same.

6. Always Test Your QR Codes!

Last but not least—TEST YOUR QR CODES.

You don’t want to be the restaurant that accidentally sends customers to the wrong website. Worse, you don’t want a family-friendly restaurant linking to a site that’s definitely not kid-friendly.

Scan your codes regularly and make sure they work exactly as intended.

Final Thoughts: Start Using QR Codes the Right Way

QR codes are one of the biggest missed opportunities in restaurant marketing today. But when used correctly, they can capture customer data, drive loyalty program signups, and increase repeat visits.

Just remember:

1. Place them strategically where customers naturally look.

2. Make the offer compelling so they have a reason to scan.

3. Use a strong call to action with clear benefits.

4. Make the signup process easy—no homework!

5. Keep branding consistent so it aligns with your restaurant.

6. Test them often to ensure they’re working correctly.

 

If you found this valuable, be sure to follow me, Matt Plapp, on social media for more game-changing restaurant marketing insights!