Free Marketing Budget Template for Restaurants, Cafés, Bars & Pubs
Running a hospitality business means watching the pennies as closely as the plates.. Marketing is vital to keep tables full — but without a budget, it’s easy to overspend on ads that don’t work or under-invest in the things that actually drive bookings.
That’s why we’ve created a free Marketing Budget Template you can download and adapt for your own venue. It’s simple, practical, and built specifically for restaurants, cafés, bars, and pubs across the UK.
Why You Need a Marketing Budget
Think of your budget like portion control in the kitchen: too much or too little, and the dish doesn’t work. With a budget, you:
Stay on top of where money is going
Compare planned vs. actual spend
See which channels deliver real return
Make better decisions about what to cut or double down on
Without one, marketing often ends up reactive — a boosted post here, a last-minute flyer there. With one, every pound has a purpose.
How Much Should You Spend?
Most hospitality venues should start by investing 3–5% of revenue into marketing.
New openings or seasonal peaks (Christmas, summer terraces) may need more.
Neighbourhood cafés or pubs may focus on low-cost tactics (local SEO, partnerships).
City-centre venues often spend more on ads and content to stand out.
What’s Inside the Template
The Excel sheet is broken into categories that matter most for hospitality. Each category tracks:
Budget (£): What you planned to spend.
Actual (£): What you really spent.
Measurement: ROI %, ROAS, or KPIs depending on the activity.
Notes: Quick context and lessons learned.
👉 Your budget works best when it’s tied to a clear marketing plan. You can grab our free Restaurant Marketing Plan Template here.
Category-by-Category Breakdown
Budget Summary (Your One-Page Snapshot)
Think of this like your end-of-service till count — a quick look at what you planned, what you spent, and whether you stayed on track.
This section shows your Budget, Actual, Variance (£), Variance %, and space for Notes.
Variance (£) Formula:
Variance = Actual Spend – Planned Spend
👉 Example: Planned £1,000, Actual £1,200 → Variance = +£200 (overspend)Variance % Formula:
Variance % = (Variance ÷ Planned Spend) × 100
👉 Example: £200 ÷ £1,000 × 100 = 20% overspend
⚡ Pro Tip: A positive variance = overspend. A negative variance = underspend. Always explain in Notes (e.g. “Extra ad boost for Valentine’s” or “Event cancelled”).
Digital Advertising
Ads are your sandwich boards on the digital high street — they only work if people see them at the right time and place.
Here you track Month, Channel, Planned Spend, Actual Spend, Leads/Bookings, ROAS, and Notes.
ROAS Formula:
ROAS = Revenue ÷ Spend
👉 Example: Spend £600, Revenue £2,400 → ROAS = 4.0x
⚡ Pro Tip: Pause anything that doesn’t hit target ROAS within 2 weeks.
Social Media & Content
Think of social like your front window display — if it looks bland, people walk past; if it looks tempting, they step inside.
Track Month, Activity, Planned Spend, Actual Spend, KPIs (Reach/Engagement), and Notes.
KPIs to Track: Reach, Engagement, Clicks, Follower Growth
👉 Example: Reel → Reach 8,000, Engagement 12%
⚡ Pro Tip: Separate organic vs paid so you know what works naturally and what only works with money.
SEO & Website
Your website is your digital menu — if it’s hard to read or hidden at the back, no one orders.
Track Activity, Budget, Actual, KPIs (Rankings, Traffic), and Notes.
KPIs to Track: Local rankings (“best brunch Bristol”), organic traffic sessions, bounce rate, clicks to booking page
⚡ Pro Tip: Always optimise for local search terms — that’s what drives actual bookings.
PR & Influencers
PR is like word-of-mouth on steroids — instead of one diner telling a friend, it’s a blog, paper, or influencer telling thousands.
Track Activity, Budget, Actual, KPIs (Mentions, Backlinks, Reach), and Notes.
KPIs to Track: Number of press mentions, backlinks to your site, total reach, engagement on influencer posts
⚡ Pro Tip: Micro-influencers (<25k followers) often outperform big names because their audiences are local and engaged.
Email & SMS
Emails and texts are your table talkers — direct messages to guests that keep them coming back for seconds.
Track Campaign, Budget, Actual, KPIs (Opens/CTR/Redemption), and Notes.
KPIs to Track: Open rate (%), Click-through rate (%), Redemption rate (bookings/offers claimed)
⚡ Pro Tip: One monthly email + 1–2 SMS pushes (birthdays or last-minute offers) is plenty for most venues.
Events & Activations
Events are your pop-up specials — a one-night dish that gets everyone talking and fills seats fast.
Track Event, Planned Spend, Actual Spend, Revenue Generated, ROI %, and Notes.
ROI % Formula:
ROI % = (Revenue – Spend) ÷ Spend × 100
👉 Example: Spend £500, Revenue £1,500 → ROI = 200%
⚡ Pro Tip: Even a break-even event can be worthwhile if it creates content, reviews, or loyal fans.
Partnerships & Sponsorships
Partnerships are your neighbourly handshake — join forces with the gym, theatre, or football club and share each other’s crowd.
Track Partner, Spend, Type, Expected ROI, Actual ROI, and Notes.
Expected ROI Formula:
Expected ROI % = (Expected Revenue – Spend) ÷ Spend × 100Actual ROI Formula:
Actual ROI % = (Revenue – Spend) ÷ Spend × 100
⚡ Pro Tip: Always use trackable offers (promo codes, booking links, vouchers). Otherwise, ROI is guesswork.
Photography & Video
Good photography is like plating — the same dish can look forgettable or irresistible depending on how it’s presented.
Track Item, Budget, Actual, Deliverables, and Notes.
Deliverables to Track: Number of edited photos, videos, Reels, or clips produced
⚡ Pro Tip: Plan shoots around menu changes. One shoot can fuel 2–3 months of social and ad content.
Quarterly Overview
Your quarterly overview is the maître d’s report — which tables were full, which shifts dragged, and where you made your money.
Track Quarter, Planned Spend, Actual Spend, Total Revenue, ROAS, and Top-Performing Channel.
ROAS Formula:
ROAS = Revenue ÷ Spend
👉 Example: Spend £5,000, Revenue £20,000 → ROAS = 4.0x
⚡ Pro Tip: Compare quarters side by side to spot trends (seasonal spikes, weak months, channels gaining traction).
Pro Tips for Using the Template
Update monthly: Treat it like your marketing P&L.
Track learnings, not just numbers: Use the Notes column to capture context.
Review quarterly: Adjust spend based on what’s working.
Link back to goals: Always tie spend to bookings, revenue, or reviews.
Final Word
Your marketing budget doesn’t need to be complicated. The best ones are simple, easy to track, and directly linked to what really matters: full tables and steady revenue.
