Do I Really Need a Website for My Cafe or Restaurant?

If you’re already active on Instagram, have decent foot traffic or rely on third-party platforms like Uber Eats, it’s normal to wonder if a website is really necessary. And truthfully, you can survive or even excel without one.

However, if you want to grow, get discovered by more people, build long-term trust or take bookings online with minimal hassle, a good website isn’t just helpful - it’s a key tool in your business.

1) Most people still search on Google first (in addition to Chat GPT)

Even if your Instagram looks amazing, most diners still search online first - that now includes tools like Google and Chat GPT. If your venue doesn’t have a proper website, you’re at risk of being skipped entirely or misrepresented. These platforms rely on accurate, structured data, and socials alone won’t cut it.

What to do:

Build a clean, mobile-first website with clear info: menu, hours, location and booking links. This helps both search engines and AI tools recommend you correctly, and it helps potential guests find exactly what they need.

2) You control the experience.

Third-party platforms like Uber Eats, TripAdvisor or Google Maps don’t let you control how you look. Your website is the only place where you set the tone - from your story and visuals to your menu flow and offers.

What to do:

Use your website to guide people through your best dishes, drink pairings or story. Think of it as your digital front-of-house.

3) You don’t own your Instagram followers.

Instagram’s algorithm changes often and your reach may drop. Your account could even get hacked or shut down. If it’s your only online presence, that’s risky.

What to do:

Use your website to collect emails or link to a loyalty system. That way, you’re building a customer base you own, not just followers.

4) You can track and retarget customers.

With a proper website, you can install a Meta Pixel or Google Tag and track who visits your site. That allows you to run highly targeted ads to people who are already interested in your venue - the highest-converting audience.

What to do:

Ask your marketer or agency (*cough* Caramel *cough*) to set this up. It's one of the easiest ways to turn one-time visitors into regulars.

5) It makes you more professional, bookable and established.

Even if people found you through word of mouth, socials, or a food page, the final decision often comes down to “can I see more?” A clean website gives you credibility and clarity. It removes friction.

What to do:

Make sure your booking link is front and centre. Show off real photos, keep it on-brand and make it mobile-first.