5 Tips for Restaurants to Drive Inbound Customer Acquisition
The number of inbound visitors to Japan continues to grow, making inbound customer acquisition an opportunity no restaurant can afford to ignore. Yet many owners aren't sure where to start.
This article covers 5 practical tips that restaurants can act on right away to drive more visits from international guests.
Why Inbound Marketing Matters Now
International visitors research restaurants on their smartphones before they travel — using Google Maps, Instagram, TikTok, and similar platforms to decide where to eat. That means whether your online presence is well-organized is often the deciding factor.
Put another way: small improvements to your online presence can set you apart from competitors.
Tip 1: Set Up Your Google Maps Listing in English (MEO)
Google Maps is the most commonly used tool among international visitors searching for restaurants.
Start by checking:
- Are your hours and closing days up to date?
- Is your menu and price range listed?
- Do you have photos? (food, exterior, interior)
- Is there an English description?
An English description is critical — it's what international guests use to decide whether the restaurant suits them. Without it, many will simply move on.
Tip 2: Make Your Instagram Profile and Posts Bilingual
International visitors search Instagram using terms like "Tokyo restaurant" or "Osaka food." To show up in those searches, your profile needs to speak their language.
Key Instagram settings for inbound:
- Profile bio: Include hours, access, and how to book — in English
- Highlights: Pin sections for Menu, Access, and Reservations
- Captions: Write in both Japanese and English
Photo quality matters less than having the information guests need before they visit.
Tip 3: Communicate Your Dietary and Religious Accommodations
One of the most overlooked elements of inbound marketing is dietary and religious accommodations.
Many international visitors are vegetarian, vegan, halal, or gluten-free. Proactively communicating what you can and can't accommodate helps the right guests feel confident enough to visit — and prevents misunderstandings.
Even stating clearly that certain accommodations aren't available reduces unnecessary friction.
Tip 4: Set Up a Response System for DMs and Inquiries
International guests who find you on Instagram or Google Maps may send DMs or leave questions in reviews. Even if your English isn't perfect, a few preparations go a long way:
- Prepare English templates for common questions (hours, reservations, access)
- Add a clear call-to-action on Google Maps ("Book here")
Fluent English isn't required. What matters is being ready to respond with short, accurate information.
Tip 5: Design for Both Domestic and International Guests
A common mistake: focusing so heavily on inbound that domestic Japanese customers get neglected.
The most effective approach is a dual-axis strategy — designing separately for each audience:
- Japanese guests: Domestic-focused Google Maps keywords, Japanese-language posts
- International guests: English SNS content, inbound-optimized MEO keywords
Japanese and international guests search differently and make decisions differently. Designing for both is what maximizes revenue.
Summary
Five steps to start driving inbound results:
- Set up your Google Maps listing in English
- Make your Instagram profile and captions bilingual
- Communicate dietary and religious accommodations
- Create a system for handling DMs and inquiries
- Design your acquisition strategy for both domestic and international guests
You don't need to do everything at once. Start where you can and build from there.
DoSee Global Growth provides inbound-focused SNS management and MEO strategy for restaurants in Japan. No shooting required, bilingual JP/EN support, from ¥50,000/month.