Pizza, chicken, burgers, coffee, casual dining. The customer comes from a few kilometres away and decides in a few minutes. That single fact shapes everything about how a restaurant franchise should run local marketing.
In most categories a customer will travel for the right brand. In food they will not. The catchment is small, the decision is fast, and the same store can be busy at noon and empty at three.
For a delivery kitchen the trade area is capped by how long food can sit in a car. For a walk-in site it is capped by how far someone will walk when they are hungry. Either way you are working with a few kilometres, not a region.
Lunch, dinner and late night are three different customers with three different offers. A national campaign cannot chase that. A store that knows its own Friday night can.
A big share of delivery demand starts inside a marketplace app where you pay for the order twice. Local marketing is one of the few levers that pushes people to order direct.
Almost no restaurant delivers in a circle. A river, a motorway, a rail line or a rival store's boundary cuts the shape long before the drive time does. Draw a 4 km radius around a store near the water and a good part of that budget goes into the sea.
Amplaro takes the delivery polygon you already hold for each site and fits it with the circles Meta and Google actually accept, exclusions included. A store advertises where its drivers go, not where a circle happens to land. That matters twice over in a franchise: money stops leaking outside the trade area, and it stops landing inside the next partner's.
Amplaro holds that shape as a polygon per site and fits the Meta and Google Ads targeting to it, instead of rounding it off to a circle. See how delivery area targeting works.
Head office builds each one once, with the creative, the copy and the guardrails locked. Partners see a shelf, pick one, set a budget and launch it around their own site. Building a set of them in bulk is a job you can hand to an LLM through the Amplaro MCP connector.
| Package | Why it earns its place | What head office builds |
|---|---|---|
| New store opening | Nobody knows the site exists yet, and the first six weeks set the habit | Local social, Maps, flyers and posters all firing across the delivery area |
| National LTO support | National tells the country the product exists, local tells the suburb where to get it | The national creative, run inside each store's own area |
| Daypart offers | Lunch and late night are different customers, and the gap is where margin sits | Time boxed packages the partner can switch on for their own quiet trading period |
| Winning back a cold suburb | Sales data usually names the postcodes that went quiet | Tight targeting on that part of the polygon with an offer worth switching for |
| Direct ordering push | Every order that moves off an aggregator keeps its own margin | A voucher code baked onto the image, pointed at your own ordering site |
| Reviews and Maps | Rating and volume drive how the store shows when someone searches food near me | A per store review poster with its own QR code, ordered like an ad |
Swipe the table sideways to see the rest.
National should own the brand, the big product news and the categories your customers search by name. Local should own frequency inside the trade area and the surfaces national does not saturate: Maps, Discover, YouTube and the social feeds where a store Page reads as a neighbour rather than a brand. The one thing to keep partners out of is search on your own brand terms, because there they simply bid against your national campaign and push your own cost per click up.
The general version of that argument sits on local vs national marketing.
What partners can and cannot change is set once in brand control, and every launch reports back per site in reporting.
It is the marketing one site runs to bring customers in from its own trade area, which in food is usually only a few kilometres wide. It runs alongside national brand and product campaigns rather than replacing them.
As big as the store can actually serve and no bigger. For a delivery kitchen that is the delivery polygon. For a dine in site it is roughly the area people will drive ten minutes from. Paying to reach anyone outside that is money spent on people who will not come.
Running local ads is one of the highest value things a site can do. Building them from scratch in Ads Manager is not. The model that works is head office building the campaign and the partner picking one, setting a budget and launching it in a couple of minutes.
Keep local budgets off search on your own brand and category keywords, and point them at Maps, Discover, YouTube and social instead. Amplaro sets that as a guardrail on the campaign package, so a partner cannot accidentally walk into your national auction.
In this category they still convert, particularly around a new site, a new suburb or a menu launch. The channel was never the problem. The problem was artwork, printing and delivery for a single site, which is why most stores stopped bothering.
Nearby sectors: hair and beauty and pet services. The fast food version of the same story is on QSR local marketing. Or go back to all franchise industries.
See a partner launch a local campaign, set their own area on a map and order a flyer in one sitting.
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