Twin Cities Restaurateur Uses Digital Ads To Reach Local Diners

Restaurateur Erik Forsberg has been running restaurants in the Twin Cities since 2012. Over the years, he’s learned that success in the restaurant industry takes more than providing great food and service — it also requires finding affordable, effective ways to reach customers.

Erik uses digital ads, including on social media, to reach new customers and stay top-of-mind with regulars. Unlike TV or radio ads, which are often too expensive for independent restaurants and may not reach the right audience, digital ads allow Erik to connect with people nearby who are already interested in restaurants like his. He can also track the ads’ results in real time, allowing him to shift spending toward campaigns that drive reservations and make the most of his marketing dollars.

“That cost-efficiency — more customers reached per dollar spent — helps us compete with national restaurant chains that have marketing budgets we could never match,” Erik says. “And every dollar saved on advertising is a dollar I can use to train and hire staff, keep prices reasonable for guests, and grow my business.”

Earlier this year, Erik was concerned about two Minnesota proposals, SF 5052 and SF 4787, that would have taxed social media platforms and digital ads — increasing his advertising costs and hurting his business. Fortunately, both proposals failed to pass before the legislature adjourned.

“At a time when almost everything is getting more expensive,” Erik says, “lawmakers should be trying to help small businesses cut costs — not making our most affordable, effective tools more expensive, too.

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