Free operator tool · Marketing & profitability

Restaurant Marketing ROI Calculator

Look beyond the sales a campaign generates to estimate what it contributes after food, variable operating costs and advertising.

Campaign details

Use the same campaign and measurement period for every entry. Enter incremental results above what you would reasonably expect without the campaign, excluding sales tax.

Advertising and campaign spend ($)Include creative and other campaign costs if you want them in ROI and acquisition cost. Incremental net sales ($)Additional sales attributed to the campaign, after discounts. Incremental food and beverage cost ($)Cost of the food and beverages sold in those additional sales. Other incremental variable expenses ($)For example, added hourly labor, payment fees and packaging. Do not include campaign spend or food cost again. Incremental guest visitsAdditional guest visits generating these sales; repeat visits count separately. New customers acquiredUnique first-time customers attributed to the campaign; not total visits.

Your estimated results

Enter your campaign details and select Calculate results.

How to interpret the results

Contribution before marketing = incremental net sales − incremental food and beverage costs − other incremental variable expenses.
Net campaign contribution = contribution before marketing − campaign spend. ROI = net campaign contribution ÷ campaign spend × 100.
Customer acquisition cost = campaign spend ÷ unique new customers. It does not measure the lifetime value of those customers.
Break-even guest visits = campaign spend ÷ contribution per incremental guest visit, rounded up. It assumes future guests have the same average spending and variable cost mix as the measured guests.

These are estimates based on the figures entered. Attribution can be uncertain: compare with an appropriate baseline, consider other promotions and seasonality, and avoid treating every campaign-period sale as incremental. Include all relevant incremental costs. Fixed overhead and long-term repeat business are excluded unless included in your inputs. Financial entries stay in your browser.