Lunch service, dinner service, takeaway, catering: advertising should fill the tables and time slots that are still free, with customers from your area.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Food Service In The EU, In Numbers
Restaurants, caterers, bars and cafés: their official figures from Eurostat, then the month when customers search most for a restaurant, a takeaway or a caterer on Google.
Restaurants
NACE code 56.10
Restaurants and mobile food service activities
969,933companies in the EU
Eurostat publishes no final figure for this country.
6.3 people per company on average
€382.9 billion in turnover
Most searched month: August
Event Catering
NACE code 56.21
Event catering activities
93,218companies in the EU
Eurostat publishes no final figure for this country.
3.5 people per company on average
€22.1 billion in turnover
Most searched month: February
Bars And Cafés
NACE code 56.30
Beverage serving activities
486,027companies in the EU
Eurostat publishes no final figure for this country.
3.7 people per company on average
€87.1 billion in turnover
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 56.10, 56.21 and 56.30, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 7225, 722320 and 7224, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 7225, 722320 and 7224, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 7225, 722320 and 7224 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 761, 762, 763, 764, 769, 771, 765, 766 and 767 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the table. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 5610, 5621 and 5630 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC codes 56111, 56121 and 56130 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC code 5621 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Restaurants And Bookings
Takeaway And Delivery
Catering
100500
CateringRestaurants And BookingsTakeaway And Delivery
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: restaurants and bookings in August, takeaway and delivery in August, catering in February. Catering: February brings 4.3 times the searches of December.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “restaurants near me”, “restaurants”, “book a table”, “restaurant booking”, “takeaway”, “takeaway near me”, “food delivery”, “fast food near me”, “catering”, “caterers near me”, “wedding catering” and “buffet catering”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Restaurants And Bookings
Takeaway And Delivery
Catering
October 2025
82
82
36
November 2025
67
76
29
December 2025
67
76
23
January 2026
66
73
37
February 2026
73
70
100
March 2026
73
79
30
April 2026
73
78
30
May 2026
89
93
30
June 2026
82
78
30
July 2026
89
93
26
August 2026
100
100
25
September 2026
82
82
30
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Restaurants And Bookings “restaurants near me”€0.32 to €1.37
Takeaway And Delivery “takeaway near me”€0.63 to €1.24
Catering “catering”€0.98 to €11.93
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
20 minutes · No commitment · 100% confidential
Restaurants · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
Your audienceRestaurantsUnited Kingdom · 9 apps · 5 moments
GGoogleIllustration
restaurants near me
SponsoredYYour brandSeasonal Restaurant · Your BrandBook your table online. Daily set menu at lunch and dinner.
MaGoogle MapsIllustration
Y
SponsoredYYour brandSeasonal Restaurant · Your BrandRestaurant · 0.2 miles awayCallWebsite
YYouTubeIllustration
Tonight, your table is readyAd · Your brand
Up nextIn the kitchen during evening service
SponsoredSeasonal Restaurant · Your Brand
DDiscoverIllustration
Tonight, your table is ready
YYour brand · SponsoredSeasonal Restaurant · Your Brand
MGmailIllustration
YSponsoredYour brandSeasonal Restaurant · Your BrandBook your table online. Daily set menu at lunch and dinner.
WWebsites and appsIllustration
Tonight, your table is readyYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Book your table online. Daily set menu at lunch and dinner.
Tonight, your table is ready
Seasonal Restaurant · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Tonight, your table is ready
Learn more→
CChatGPTIllustration
where can we have dinner tonight near the station?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandSeasonal Restaurant · Your BrandBook your table online. Daily set menu at lunch and dinner.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
11,100,000searches a month for “restaurants near me”, in the UK
Searches a month in your industry, in the UK
“restaurants near me”11,100,000
“takeaway”135,000
“catering”18,100
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. I work with a restaurant on Google Ads, with conversion tracking in place and decisions based on its data. Same standard for every venue: campaigns built around the services you need to fill, and measurement that follows each booking and each order with its value. I work directly with you.
The 3 Paid Media Projects For Restaurants
Fill The Quiet Days
Every venue has busy services and quiet ones, and a caterer has free dates. I focus campaigns on what is left to fill, and the budget goes down when the room is fully booked.
Competition On The Same Street
The EU has almost 1.6 million food and drink service businesses (Eurostat, 2024). On a search like "restaurant + area", your venue shows next to its neighbours: your photos, your menu and your reviews help it stand out.
Direct Bookings And Orders
A booking or an order that comes through your website or your phone is fully yours: its whole margin, and the customer's contact to bring them back.
The Method, Applied To Restaurants
1
Audit Of Your Services
Busy and quiet services, average spend, area and competition: what campaigns need to fill, and at what cost.
2
Booking And Order Tracking
Online booking, call, directions, takeaway or delivery order: every contact is recorded as a conversion, with its value when there is one.
3
Campaigns For Key Moments
Google Search campaigns on what people search in your area, Meta to show your dishes, and dedicated campaigns for your key moments (end-of-year parties, private hire, catering).
4
Steering By Average Spend
Budgets moved week after week toward the services, offers and days that bring in the most.
They Feed Their Guests, I Run Their Campaigns
★★★★★
Excellent travail avec Théo sur la gestion de nos Google Ads. Approche stratégique claire dès le premier échange, communication fluide et transparente, vraie capacité à challenger nos hypothèses quand c'est nécessaire. Setup tracking pro, décisions data-driven, et un ROAS qui se maintient à un très bon niveau. Je recommande sans hésiter.
Frequently Asked Questions About Restaurant Marketing
Can A Restaurant Or A Bar Mention Alcohol In Its Ads?
Yes, within a clear framework. Google Ads allows alcohol ads in the countries where alcohol advertising is permitted, including the UK, the US, France and Spain, as long as they follow local law. These ads reach people of legal age to buy alcohol, and they run without remarketing. In France, article L3323-4 of the Public Health Code limits their content to objective information, such as strength, origin or composition, and requires a health message. I review every ad that mentions alcohol with you before it runs.
When Should A Restaurant Or A Caterer Launch Campaigns?
Before the peak: the calendar above shows that in the UK, restaurants are searched most in August, and caterers in February. Campaigns ramp up a few weeks before, so they learn while demand rises.
What About Caterers And Fast Food?
The method stays the same, the goal changes. A caterer sells events (weddings, company meals, end-of-year parties), so campaigns aim for quote requests and follow the event calendar. Fast food sells orders, so tracking focuses on the takeaway or delivery order.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Food Business
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.