People return to your restaurant in hopes of getting a repeat of the amazing experience they last had.
This is why it's important to have recipes for your kitchen staff and steps of service for your front-end staff.
They are written down and most likely evolve over time.
The same needs to happen with your marketing.
Create a plan, implement the plan, be consistent and then modify the plan as it evolves.
Just like the experience you provide, your marketing needs to be consistent to be effective.