Think about how you chose the last place you ate. Probably someone searched "brunch near me" or "best shawarma JLT", scrolled a map, looked at photos and ratings, maybe checked a Reel, and decided in a couple of minutes. A restaurant's marketing has to win at each of those moments. A clever campaign can't make up for a thin map listing or poor menu photos on a delivery app.
Screen 1: the map
Google Maps is where many diners make the final call, so the Business Profile deserves more attention than it usually gets.
- A complete Google Business Profile with the right cuisine category, menu, price range and hours.
- Lots of real food and interior photos, updated regularly.
- Reservations link and a WhatsApp or phone number.
- Replies to every review. More on reviews within Google's rules.
- Your listing claimed on Apple Maps too.
Google's guidelines are worth reading once. Your business name should match your real-world name with no added keywords like "Best Brunch Dubai", which can get a profile suspended. Categories should describe what the business is, as specifically as possible. Restaurants should list dine-in hours as the main hours, and Google lets you set special hours for holidays and events, which is how I handle Ramadan and Eid changes without overwriting regular hours. The Google Business Profile guide covers the full setup.
Screen 2: the delivery app
For many restaurants, delivery apps are where a large part of orders come from, and the listing works like a shop window that customers browse very quickly.
- Professional photos for every menu item. They matter even more than on Instagram.
- Clear descriptions and accurate preparation times.
- Ratings management: packaging, accuracy and speed drive delivery reviews.
- Compare the economics of app promotions with your own direct ordering channels.
On the economics: before agreeing to a platform promotion, work out your margin on a discounted order after commission and packaging. Some promotions are worth it to win new regulars. Others just discount orders you would have received anyway.
Screen 3: the feed
Short video is how most diners discover new places before they ever search. It doesn't need a production crew. It needs regular, honest footage of food that looks as good as it tastes.
- Reels and TikToks of dishes being made, served and eaten.
- Stories with daily specials and behind the scenes.
- Creator visits. Paid creators need the UAE advertiser permit, see influencer rules.
- Local SEO content on your site: "brunch in Business Bay" if that's what you do.
On creators: Gulf News reports that the UAE Media Council's Advertiser Permit has been mandatory since 1 February 2026 for paid and unpaid social media promotion, and that businesses should confirm any creator they work with holds a valid permit. Ask for the permit before you agree the visit, not after the video is up. Organic ideas are in TikTok organic in the UAE.
Your own website still matters
A simple, fast website gives you a menu Google can read, a reservations page, and a direct ordering link if you run one. Put the menu on the page as text, not only as a PDF: it loads faster on phones, is easier to update and can show up in search. Add opening hours, location, parking notes and a WhatsApp button. The small business website checklist covers the rest.
Timing in Dubai
Plan around Ramadan Iftar and Suhoor, Dubai Shopping Festival, the summer slowdown and the cooler months when outdoor seating fills up. See the UAE marketing calendar.
Industries · Dubai
A restaurant year in Dubai
| Period | What changes | What I plan |
|---|---|---|
| Ramadan (dates move each year) | Iftar and Suhoor become the main occasions | Set menus, special hours on Google, content weeks ahead. See Ramadan marketing |
| Eid | Family gatherings and celebrations | Group bookings and festive menus |
| Summer | Heat, travel and fewer residents | Indoor offers, delivery focus, loyalty for regulars |
| Cooler months | Outdoor seating fills up | Terrace content, brunches, events |
| Dubai Shopping Festival | More visitors and city-wide promotions | Offers tied to the festival. See DSF marketing |
How to tell what is working
Google Business Profile shows calls, direction requests and website clicks, and delivery apps report orders by item and promotion. I check both monthly next to bookings and covers. If map views grow but direction requests don't, the photos or reviews are usually the problem. If delivery views grow but orders don't, look at menu photos, prices and preparation times first.
Industries · Dubai
First 30 days for a new restaurant
Week 1
Complete the Google and Apple Maps listings with menu, hours, photos and booking link.
Week 2
Shoot every menu item for delivery apps and the website.
Week 3
Start a weekly short-video routine and reply to every review.
Week 4
Invite permitted creators and review the first month's map and app numbers.
If you'd like help running the content side, see social media marketing in Dubai.