What is Customer acquisition cost for restaurants?
Customer acquisition cost (CAC) is how much the restaurant spends to get a new customer. It includes advertising, first-purchase discounts, app commissions, and any marketing investment. It's calculated by dividing total acquisition spend by new customers obtained.
Why it matters for restaurants
- Know if marketing is being profitable
- Compare efficiency of different acquisition channels
- Set marketing budgets based on data
Example applied to a restaurant
A burger restaurant in CDMX invested $45,000 MXN monthly in Instagram ads and got 127 new customers (CAC: $354). They analyzed that WhatsApp referrals only cost $8,000 and got 89 customers (CAC: $90). They reallocated budget toward referrals, lowering average CAC to $186.
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