As Malta’s food scene continues to evolve, so does the way restaurants market themselves to a growing number of food enthusiasts, both locals and tourists alike. With more competition in Valletta, Sliema, and beyond, restaurants need to think creatively and stay ahead of trends to capture the attention of a diverse clientele. Let’s take a look at what’s shaping restaurant marketing in Malta in 2025.
1. The Rise of Digital Dining Experiences
In 2025, digital marketing and technology are playing a pivotal role in shaping how restaurants engage with customers. Gone are the days of relying solely on word-of-mouth or print ads. Today, restaurants in Malta are embracing social media platforms, websites, and apps to offer customers a seamless and interactive dining experience.
- Social Media Domination: Instagram and Facebook are the go-to platforms for food lovers. With stunning food photography, Instagram stories, and behind-the-scenes glimpses, restaurants can showcase their dishes, specials, and atmosphere to captivate an audience. The key is to create content that is visually appealing and shareable.
- Online Booking Systems: Restaurants are increasingly implementing user-friendly online booking systems through their websites or apps, allowing diners to reserve tables effortlessly. This is crucial for busy restaurants in Malta, especially during peak tourist seasons.
- Google My Business: As more people turn to their smartphones to search for nearby eateries, having an optimised Google My Business listing is crucial. Accurate information, like your opening hours, address, menu, and customer reviews, ensures that your restaurant stands out.
2. Personalisation & Loyalty Programs
Customers in Malta are seeking personalised dining experiences, and restaurants are responding by tailoring marketing to meet individual preferences. Personalisation isn’t just about addressing a customer by name; it’s about creating a customised experience that feels special.
- Loyalty Schemes: Many restaurants in Malta are introducing loyalty programmes that reward repeat customers. This could range from offering a free drink or dessert on a customer’s birthday, to accumulating points for discounts on future meals. These programmes foster customer loyalty and encourage diners to return regularly.
- Targeted Promotions: By collecting data through booking systems or loyalty apps, restaurants can send personalised offers and promotions. For instance, a returning customer who previously dined on the terrace could be sent an exclusive offer for a romantic dinner under the stars.
3. Sustainable and Local Sourcing Messaging
In 2025, sustainability is no longer just a trend—it’s an expectation. More restaurants in Malta are embracing sustainability, from sourcing locally grown ingredients to minimising food waste. And consumers are taking notice.
- Showcasing Local Ingredients: Many diners are now more conscious about where their food comes from, and they want to support local businesses. Restaurants that proudly display their commitment to using fresh, locally sourced produce are sure to attract environmentally-conscious customers.
- Eco-friendly Initiatives: Restaurants in Malta are also adopting eco-friendly practices such as eliminating single-use plastic, offering compostable packaging for takeaways, and reducing food waste through charitable donations or partnerships with food banks.
Marketing these efforts on social media, websites, and menus can help establish a restaurant’s commitment to the environment, appealing to today’s socially responsible diner.
4. The Experience Economy: More Than Just Dining
While the food is important, diners are increasingly looking for a full experience. Restaurants are now becoming destinations in their own right, offering much more than just a meal.
- Themed Events: From wine-tasting evenings to live music or chef’s tables, events have become an essential marketing tool. Restaurants in Malta are leaning into the experience economy by hosting exclusive events that create lasting memories for customers.
- Instagrammable Moments: It’s no secret that people love to share their dining experiences on social media. Restaurants are capitalising on this by creating “Instagrammable” moments—whether it’s a unique food presentation, a beautifully decorated interior, or an outdoor terrace with stunning views.
- Immersive Dining: This could include interactive cooking classes, private dinners with the chef, or unique tasting menus that offer customers a deeper dive into the culinary world. By offering immersive experiences, restaurants can market themselves as more than just places to eat, but as places to make memories.
5. Influencer Partnerships and User-Generated Content
Malta’s vibrant food scene has captured the attention of influencers both locally and internationally. Restaurants are now more likely than ever to collaborate with food bloggers, influencers, and local personalities to create buzz.
- Influencer Marketing: Influencers in Malta are being invited to experience restaurants in exchange for social media posts, reviews, and shout-outs. A well-executed influencer partnership can quickly build awareness and credibility for a restaurant, especially among younger, tech-savvy diners.
- User-Generated Content: Encouraging customers to post their experiences on social media and tag the restaurant is an effective way to generate organic content. User-generated content not only creates authentic testimonials but also extends a restaurant’s reach beyond its own followers.
6. The Role of Online Reviews
Word-of-mouth remains a powerful tool in the restaurant industry, and online reviews have taken this concept to the next level. In 2025, positive reviews on platforms like TripAdvisor, Google, and Facebook are essential to a restaurant’s success.
- Customer Feedback: Actively engaging with customers online, thanking them for positive reviews, and addressing any complaints with grace, is crucial for maintaining a good reputation.
- Reputation Management: Restaurants are increasingly using reputation management software to monitor reviews and ensure that they respond quickly and appropriately to any concerns. With so much competition in the market, a restaurant’s online presence can make or break its success.
7. The Importance of Mobile-Friendly Websites
With more people turning to smartphones to make restaurant reservations, view menus, and check reviews, having a mobile-optimised website is a must. A mobile-friendly website ensures that potential customers have a smooth, frustration-free experience when browsing your offerings.
- Optimised Menus: Having a clear, easy-to-read menu is essential for any restaurant marketing strategy. It helps customers make decisions quickly and encourages them to book a table or place an order.
- Easy Booking: A seamless booking system that works across devices makes it easier for customers to reserve a spot at your restaurant without hassle.
8. Vertical Videos: The King of Social Media Engagement
With the dominance of TikTok, Instagram Reels, Facebook Stories, and YouTube Shorts, vertical videos have become one of the most powerful marketing tools for restaurants. They offer high engagement, reach, and shareability, making them perfect for showcasing the experience, atmosphere, and food of a restaurant in a way that static images or long-form videos can’t.
Why Vertical Videos Work for Restaurants?
- Mobile-First Format 📱 – Most users browse social media on their phones, and vertical videos naturally fit the screen.
- Short & Engaging ⏳ – Quick, snappy content keeps audiences hooked and encourages interaction.
- Higher Reach & Visibility 🚀 – Platforms like Instagram, Facebook, and TikTok prioritise video content, increasing chances of viral marketing.
- Authenticity & Connection ❤️ – Behind-the-scenes content, chef interactions, and customer testimonials feel more real and personal.
Types of Vertical Videos for Restaurants in Malta
- Food Preparation & Plating Videos 🍽️
- Show off mouth-watering food prep, from sizzling grills to creamy pasta being twirled.
- Use close-ups to highlight textures and colours.
- Add slow-motion or quick cuts for dynamic storytelling.
- Behind-the-Scenes Footage 👨🍳
- Feature chefs in action, bartenders mixing cocktails, or the morning prep before opening.
- Show off fresh local ingredients sourced from Maltese markets.
- Customer Reactions & Testimonials 🎤
- Capture authentic reviews from diners enjoying their meals.
- Use short, fun interviews or reactions after their first bite.
- Day-to-Night Transformations 🌅🌙
- Show how your restaurant looks in daylight vs. evening for different vibes.
- Highlight live music, candlelit dinners, or cocktail hours.
- Limited-Time Offers & Promotions 🎉
- Announce exclusive deals, happy hours, or seasonal specials in a fast-paced, engaging way.
- User-Generated Content (UGC) & Influencer Collaborations 🤳
- Encourage guests to tag your restaurant in their stories.
- Repost and share their vertical videos to boost engagement.
- Event Highlights & Themed Nights 🎶
- Record snippets of live entertainment, wine tastings, or festive celebrations.
- Add catchy music and captions to make them more engaging.
- Staff Spotlights & Fun Challenges 🏆
- Introduce your team with short personality clips.
- Participate in viral food trends or TikTok challenges to stay relevant.
How to Make the Most of Vertical Videos?
- Keep it Short & Snappy – Aim for 6-15 seconds for maximum engagement.
- Use Captions & Subtitles – Many people watch without sound, so add text overlays.
- Leverage Trending Sounds – Use popular music or audio clips to increase reach.
- Consistent Posting – Regularly upload videos to keep your audience engaged.
- Cross-Post – Share on Instagram Reels, TikTok, Facebook Stories, and YouTube Shorts.
Final Thought: Don’t Sleep on Vertical Video!
If your restaurant isn’t using vertical videos, you’re missing out on a massive opportunity to connect with locals and tourists alike. It’s the fastest way to showcase your brand’s personality, attract diners, and boost engagement online.
Final Thoughts
In 2025, restaurant marketing in Malta is all about staying ahead of the curve by embracing digital tools, personalised experiences, and sustainability. Restaurants that can master the art of creating memorable dining experiences while staying true to local culture will continue to thrive in an increasingly competitive market. Whether it’s through social media engagement, loyalty programmes, or offering unique culinary experiences, one thing is clear: the future of restaurant marketing is dynamic, innovative, and customer-centric.
Want to take your restaurant marketing to the next level? Let us create engaging vertical videos, eye-catching content, and strategic campaigns to attract more diners—let’s make your brand stand out together! 🚀📲
