Restaurant Marketing in 2026: What Really Works?

To explore which marketing tools truly help restaurant brands remain relevant, which global trends are already reshaping the industry, and why consistent branding has become more important than viral reach, we spoke with Maria Shumakova, Marketing Director at Maison Dellos and a friend of the Make Sense agency.

Maria shared her perspective on the evolution of restaurant marketing and discussed the changes that are already shaping the future of the industry.

Today, the restaurant business is about much more than great food and excellent service. Brands are no longer competing simply for a guest's visit, they are competing for a place in people's habits, emotions, and everyday lives. That is why modern hospitality marketing requires a deep understanding of consumer behavior, emerging trends, and long-term strategic thinking.

One of the companies that has been setting exceptionally high standards in the restaurant industry for many years is Maison Dellos, an international restaurant group founded by Andrey Dellos. Its portfolio includes restaurants of various concepts, such as the iconic Pushkin, Turandot, Café Pushkin, Shinok, Kazbek, Volna, Matryoshka, and many other projects that have become landmarks in Moscow and are well known far beyond Russia.

To be honest, even the phrase "competing for attention" feels outdated to me.

The real competition should happen internally: for better ideas, higher product quality including marketing and advertising consistently excellent service, and stronger customer loyalty.

I really like the growing focus on reliability and authenticity. Right now, those qualities are proving to be some of the most effective marketing tools.

The New York Times predicts that this year everyone will switch to fermented cabbage instead of prebiotics, while Vogue has even declared 2026 the "Year of Cabbage."

I think we'll definitely be able to handle those trends.

For Moscow, takeout and delivery remain especially important, as guests increasingly see them as more convenient and often more affordable than dining in. This is clearly an area where there is still significant room for growth.

Another major trend is well-being: less alcohol, lighter food combinations, and greater attention to guests' lifestyles and overall health. The market has consistently shown that people want food that is not only delicious but also genuinely healthy. Although everyone recognizes this demand, the perfect balance between taste and health has yet to be achieved.

A single viral video doesn't create a lasting competitive advantage.

Consistent brand building is far more valuable than one-off campaigns.

I also believe in the power of co-creation when it comes to content. In the age of AI, an authentic human voice remains a real competitive advantage. Content creators are more than bloggers who simply showcase your product, they are people who are building their own brands while helping develop yours.

Conclusion

Restaurant marketing is becoming less about headline-grabbing campaigns and more about trust, consistency, and strong brand identity. Today's guests are more demanding than ever: they pay close attention to product quality and service while expecting brands to communicate clear values with honesty and transparency.

That is why the companies that succeed are those capable of building long-term relationships with their audiences rather than simply capturing short-term attention. A compelling brand idea, a high-quality product, consistent brand management, and an authentic human voice remain the key ingredients for success: regardless of new platforms, algorithms, or technological advances.