Concentrate your marketing efforts and dollars on people who already know you.
Try to be all things to all people. Find your niche.
Incorporate a few “signature” items into your menu. Having items that your competitors don’t have gives your customers a reason to come to you instead of them.
Depend solely on word of mouth marketing. Word of mouth marketing only works AFTER a lot of people know who you are.
Update your prices at least 3 times per year. Small, incremental price increases are likely to go unseen by your customers. Wait too long, and you’ll have to significantly increase all your prices at once, which WILL be noticed. Those frequent small increases are better for cash flow than occasional big increases.