How to turn your customers into ambassadors

The most authentic marketing is still word of mouth

There’s one truth that never goes out of style: people trust people. Even though the way we recommend things has changed, the principle remains the same.

Digital word of mouth is one of the most powerful marketing strategies for any restaurant or hospitality business. It doesn’t require big budgets or complex campaigns, just a great customer experience and the ability to let your own clients become your voice.

Every photo they post, every story they share, every review on Google or TikTok is free, authentic advertising created by real people who trust you. That kind of authenticity is priceless.

According to Nielsen, 88% of consumers trust recommendations from people they know more than any form of traditional advertising.

From traditional to digital word of mouth

Not long ago, recommendations happened face to face. A happy customer would tell their friends: “You’ve got to try that burger place; it’s amazing.”

Now, that same recommendation can reach hundreds or even thousands of people with a single story or reel. Social media has become the new loudspeaker for the food and beverage industry.

According to Think with Google, more than 80% of users check online reviews before choosing where to eat. That means your own customers can become your most effective brand promoters if you give them a reason to share their experience.

What your customers share says more than any ad

A satisfied customer can have a bigger impact than an entire campaign. One post featuring a beautifully presented burger, an eye-catching interior, or a fun moment can organically reach thousands of people.

The key is understanding that people don’t just share food, they share emotions: surprise, delight, and excitement. Your goal isn’t only to cook well but to create moments worth sharing.

A small visual detail, like a personalized tray or a creative presentation, can make someone pull out their phone. A fun burger name or a challenge like “Can you finish it?” can turn a regular visit into viral content. A mural with your logo or an Instagrammable wall invites people to snap a photo and share it.

During the Burger Showdown, for instance, many restaurants design exclusive burgers just for the event. Their originality and presentation generate tons of organic posts and stories across Spain.

Create experiences people want to talk about

Your restaurant isn’t just a place to eat, it’s a stage for stories. If those stories make people smile or surprise them, they’ll want to tell others.

To encourage digital word of mouth, you don’t need expensive marketing. Just think about how to make every visit a little experience: ask customers to vote for their favorite burger, celebrate birthdays with a small surprise, or invite them to share their opinion if you’re part of the Burger Showdown.

When customers feel part of something, it creates an emotional connection that goes beyond the meal itself.

Turn customers into a community

Word of mouth marketing doesn’t work simply because people talk about you. It works because it creates community, and community builds loyalty.

You can strengthen that connection with small actions: reply to comments on social media, thank people who tag you, share their photos and stories, or repost real moments from your customers enjoying your food.

Never underestimate the power of a kind response. When a customer feels seen, they come back. And more importantly, they recommend you.

With Promotty, you can maintain that connection even after they’ve left your restaurant. Send personalized notifications, thank-you coupons, or referral rewards automatically. The bond doesn’t end when the visit does, it keeps growing.

Give them reasons to recommend you

The “I loved it” kind of marketing is the most powerful of all. But to get there, every experience needs something extra, something memorable.

Here are a few simple ways to encourage recommendations: Reward those who share: offer a free drink or loyalty points to customers who tag you. Create fun challenges: “Post your burger photo and tag us, you could win a free dinner.” Make your Google listing and social links visible. Use QR codes to make it simple.

With Promotty’s loyalty tools, you can connect the physical and digital experience effortlessly. Customers can scan, share, and recommend from the same place.

The secret is to make it natural and easy. Don’t beg for reviews, create reasons for people to want to leave them.

Handle reviews wisely

Online reviews are the backbone of digital word of mouth. A restaurant with plenty of positive opinions builds trust even before someone visits.

Every review is an opportunity. Always respond, even if it’s just to say thank you. Be friendly and personal, not robotic.

If someone leaves criticism, see it as a chance to improve. Respond with empathy and professionalism. A customer who sees that you care will not only respect you more, they might even come back.

And remember, others are watching how you handle feedback. A thoughtful response can generate as much goodwill as a five-star review.

Measure what works and do it again

Even if word of mouth marketing feels spontaneous, it can be tracked. You can measure how many mentions your restaurant gets, what kind of posts bring the most engagement, or how many customers return after a promotion.

With Promotty, you can see which campaigns perform best, how many coupons were activated, and how many new customers you’ve retained. This data helps you refine your strategy and focus on what truly drives conversations about your brand.

It’s not just about getting people to talk, it’s about understanding why they do.

Word of mouth builds loyalty

When a customer recommends your restaurant, they’re not only bringing new people in, they’re strengthening their own relationship with your brand.

Psychologically, when someone recommends something, they’re reaffirming their choice. That makes them more likely to return.

So encouraging referrals has a double effect: it attracts new customers while reinforcing loyalty among existing ones.

With Promotty’s digital loyalty features, each customer can earn points and rewards for visiting, referring friends, or celebrating birthdays. This creates a self-sustaining loop of engagement, they come back, talk about you, and keep spreading the word.

How to stand out in the digital noise

Every restaurant is on social media, but few truly stand out. The secret isn’t posting more, it’s being authentic.

Digital word of mouth thrives on real stories. Genuine photos, honest feedback, and authentic experiences have far more impact than polished ad campaigns.

Don’t aim for perfection, aim for connection. Show your process, your team, your ingredients, the behind-the-scenes moments. That transparency builds trust, and trust sparks conversation.

According to HubSpot, authentic user-generated content performs up to four times better than traditional brand advertising.

Real examples from successful restaurants

During the last Burger Showdown, many restaurants across Spain understood the power of digital word of mouth.

In Valencia, a burger joint invited customers to vote live for the most creative burger. Within a week, they doubled their Instagram mentions. In Barcelona, another restaurant offered a small discount to anyone who posted with the official event hashtag. Their burger became one of the most photographed in the city. In Cádiz, a participant created a wall that read “Make history, take your photo here.” That simple idea led to dozens of daily posts.

Small gestures, big results.

Conclusion: Your customers are your best marketing team

Digital word of mouth marketing can’t be bought, it’s earned. It’s born from the experience you provide and the relationship you build with every person who walks through your doors.

Turning customers into ambassadors doesn’t require a secret formula. It takes consistency, empathy, and authenticity. Make people feel part of something, take care of the details, and respond with warmth. They’ll take care of the rest.

When someone recommends your brand, they’re not just talking about what you sell, they’re talking about how you made them feel. And that feeling is what turns a restaurant into a memorable brand.

If you want to learn more about this topic, we recommend reading this other post: Birthdays that convert: how to turn a special date into real sales.