If you run a restaurant, chances are you’ve tried Facebook or Instagram ads to bring in new customers. But what about the people who already know your brand? Those who clicked on your menu, visited your website, or even added items to their cart but never placed an order. Retargeting campaigns can bring them back — and for restaurants focused on takeout or online orders, they’re one of the most cost-effective strategies available.
Why Retargeting Works for Restaurants
When someone browses your menu online, they’ve already shown interest. They might be deciding between your place and a competitor. Maybe they got distracted before finishing their order. Retargeting helps you stay top of mind so that when hunger strikes again, your ad is the one they see.
Unlike broad targeting, retargeting focuses on people who are closer to making a decision. That means higher conversion rates and less wasted ad spend. For restaurants working with slim margins, that difference matters.
If you’re weighing the impact of retargeting compared to broader audience campaigns, our guide on Retargeting vs. Broad Targeting: Which Strategy Drives Better Results breaks down when each approach is most effective.
Setting Up Your Audience
The first step is deciding who you want to reach. Here are a few common retargeting audiences for takeout and online orders:
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Website visitors — people who looked at your menu or landing page but didn’t order.
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Cart abandoners — customers who added food to their cart but never checked out.
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Past customers — anyone who ordered once but hasn’t come back in 30, 60, or 90 days.
A smart strategy is to build separate ad sets for each group. Someone who abandoned their cart probably needs a small nudge, while someone who ordered six months ago might respond better to a discount or new menu highlight.
For a deeper walkthrough on building these audiences step by step, check out How to Set Up Facebook Retargeting.
Crafting the Right Creative
Retargeting ads don’t have to be flashy, but they do need to feel personal. A single image of your most popular dish can work well. So can a carousel showing a variety of options for takeout.
Consider these approaches:
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Highlight best-sellers. Remind them what they were browsing.
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Use time-sensitive offers. A “20% off today only” message creates urgency.
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Feature social proof. Reviews or ratings can reassure someone who hesitated before.
Keep the copy short and focused. Hungry people don’t want to read long paragraphs. They want a reason to click “Order Now.”
Choosing the right format also matters — single image, carousel, or video can perform differently — which is why you may want to read The Ultimate Guide to Facebook Ad Formats.
Frequency and Budgeting
One of the challenges with retargeting is balance. Show your ads too often and people tune out. Show them too rarely and they forget.
A good rule of thumb is to cap frequency around three to four times per week. Test your budget carefully — even a small spend of $5 to $10 per day can deliver results if your audience size is right.
Remember, retargeting works best when paired with strong tracking. If your pixel or conversion API isn’t set up, your campaigns won’t reach the right people.
Testing and Improving Campaigns
No campaign runs perfectly from the start. You’ll need to test different headlines, images, and offers.
For example:
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Does a discount drive more orders than free delivery?
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Does showing a single dish outperform a carousel menu?
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Do weekday ads work better than weekend ads for your audience?
Ask these questions as you review performance. Retargeting is about refinement, not just setup. The more you test, the clearer the winning formula becomes.
To structure your tests more effectively, see Key Strategies for Facebook Ad Testing: What You Need to Know.
Beyond the First Order
Retargeting isn’t only about recovering abandoned carts. It’s also about building habits. Once someone orders takeout from your restaurant and has a positive experience, they’re far more likely to return. Retargeting helps nurture that relationship.
You can create loyalty-focused campaigns that reach customers after their first purchase. Show them ads for new seasonal items, bundle deals, or rewards for frequent orders. Think of it as a way to stay connected beyond the initial sale.
Final Thoughts
Restaurants that invest in retargeting often see a direct impact on their takeout and online order volume. The strategy works because it focuses on warm audiences — people already interested in your food. With thoughtful targeting, creative that matches intent, and steady testing, your ads can turn hesitation into hungry, paying customers.
