Life is all about a return on your investment. You invest time and money into your business in hopes that you get a return.
HOPE. That's the scary word that most restaurants utter, especially when it comes to their marketing.
Your marketing shouldn't be a strategy of "I hope this is working." Your marketing should be about testing, tracking, measuring and adjusting to maximize your return on investment.
Whether you are doing it yourself and the cost is mostly time or paying someone for marketing services, make sure you have a way to measure a Return On your Investment.