If you’re a restaurant owner in Western Pennsylvania, chances are you’re always looking for new ways to bring in more customers. You’ve got great food, a welcoming atmosphere, and a team that’s ready to serve – now you just need to get people in the door.
That’s where billboard advertising comes in.
Unlike social media ads that people scroll past in seconds or flyers that end up in the trash, billboards make an impact: big, bold, and impossible to ignore. But if you’re going to invest in outdoor advertising, you need a solid strategy.
So, what should you consider before taking out a billboard ad for your restaurant?
Let’s dig in!
Why Should Restaurants Advertise on Billboards?
Before we dive into the details, let’s talk about why billboard advertising works so well for restaurants.
1. Billboards Create Instant Cravings
Imagine someone is driving home after a long day, with their stomach growling, when they see a giant billboard showing a mouthwatering burger from your restaurant. Suddenly, they need that burger. That’s the power of effective fast food advertising – it taps into emotions, turning a passing thought into a dinner decision.
2. They Reach Hungry Drivers (at the Perfect Time!)
Think about it: where are most people when they see billboards? In their cars.
And what do many people do while they’re out and about? Grab food.
Billboards influence dining decisions because they reach people when they’re actively thinking about where to eat. Unlike online ads that require clicking, a billboard works passively – planting the idea in their mind before they even realize they’re craving your food.
3. High Visibility = More Brand Awareness
Your restaurant might have the best food in town, but if no one knows about it, they won’t show up. Billboards build brand recognition and keep your restaurant top of mind.
Even if someone doesn’t stop in the first time they see your ad, repeated exposure makes them more likely to visit when they’re ready for their next meal out.
Where Should a Restaurant Billboard Be Located?
Location is EVERYTHING when it comes to Western PA billboards. A poorly placed billboard is like shouting into the void: no one will hear (or see) you.
So, where should your restaurant billboard be?
1. Near High-Traffic Roads and Highways
If your restaurant is off a major highway like the Pennsylvania Turnpike or Route 30, you want a billboard before the exit leading to your location.
Drivers make split-second decisions, so a well-placed sign can be the push they need to pull off the road and grab a bite.
2. Close to Your Restaurant
Billboards work best when they direct people to take action immediately. So if your ad says, “Turn right at the next light!” or “Only 2 miles ahead!”, you’re increasing your chances of getting foot traffic.
The sweet spot? Within 3-5 miles of your location. Any farther, and people may forget about you before they get the chance to stop.
3. Near Competitors
Yes, really! If there’s a busy fast-food chain near your restaurant, that’s an ideal spot for your billboard.
Why? Because those locations already attract hungry customers. If your billboard offers something better—“Skip the drive-thru! Try a fresh, made-to-order meal at [Your Restaurant Name] instead!”—you might convince them to change their plans.
4. In Areas With Your Target Audience
Who are you trying to attract? Families? College students? Business professionals?
Choose billboard locations near places your target customers frequent.
- Near schools/universities → Perfect for cafes, pizza joints, and budget-friendly spots.
- By office parks → Great for lunch spots and coffee shops.
- In residential areas → Ideal for casual dining, family-friendly restaurants, or takeout.
What Should a Restaurant Billboard Include?
A great location is only half the battle. Your billboard also needs to deliver a clear, compelling message.
1. A Mouthwatering Image
People eat with their eyes first. High-quality, professional photos of your most popular dish will grab attention and make people hungry.
- A gooey, cheese-loaded pizza
- A juicy burger with crispy fries
- A steaming cup of coffee with a fresh pastry
Make sure your image does the talking – because on a billboard, less is more.
2. A Simple, Clear Message
You only have a few seconds to get your message across. That means:
✅ Short and snappy text (7 words or less)
✅ Big, bold fonts that are easy to read
✅ A clear call-to-action (Exit Now, Order Online, Visit Us Today!)
Examples:
🚗 “Tired of Fast Food? Try Fresh!”
🍔 “Exit Now – Best Burgers in Town”
☕ “Coffee This Good? Worth the Stop.”
3. Your Location or Website
If people don’t know where to find you, your billboard won’t work. Include:
📍 Your address (if space allows)
📲 Your website (so people can check your menu)
🛵 Delivery or online ordering info]
How to Measure the Success of Your Billboard Ad
So, how do you know if your billboard is actually working?
1. Track Website and Social Media Traffic
If you include a website link or QR code, check your Google Analytics to see if there’s an increase in visitors. You can also look for a spike in social media engagement after launching your ad.
2. Offer a Billboard-Specific Promo
Run a special deal only for people who saw your billboard. Example:
“Mention this billboard and get a FREE drink with your meal!”
This way, when customers redeem the offer, you’ll know your ad brought them in.
3. Ask Customers How They Heard About You
Train your staff to ask “How did you hear about us?” when taking orders. If you start hearing “I saw your billboard!” – you’ll know it’s working.
Should Your Restaurant Invest in Billboard Advertising?
If you’re looking for a high-impact, long-term way to attract more customers, billboards are a smart investment.
With the right location, eye-catching design, and clear messaging, your billboard can:
✅ Increase brand awareness
✅ Drive foot traffic
✅ Boost sales
Ready to get started?
Penneco Outdoor Advertising offers prime billboard locations across Western PA to help local restaurants get noticed and grow. Contact us today to find the perfect Western PA billboard for your restaurant!