Deutsches Restaurant auf Mallorca erfolgreich bewerben

Two target groups — two completely different approaches

Imagine you have two groups of guests at the same time: Germans who live permanently in Mallorca (according to INE data 2024, around 20,000 officially registered Germans, with estimates including long-term residents going up to 60,000), and Germans who come as tourists — over 5 million per year, with 2024 being a record year.

These two groups want completely different things:

Germans who live permanently in Mallorca: They want a taste of home. They know the island, know what's where, and are more price-conscious. But they come back regularly and recommend you to others — that is worth its weight in gold.

German tourists are looking for something special. They have 7–14 days on the island, are willing to pay a bit more, and don't know the area. They don't want to search for long — they want to be wowed.

The mistake 90% make: addressing both groups with the same advertising. The result: neither group feels genuinely spoken to.

Reaching permanent residents

Where do you find them? Mallorca Magazin (print and online), Mallorca Zeitung, Facebook groups like “Deutsche auf Mallorca” (with several thousand members each), neighbourhood WhatsApp groups.

How do you speak to them? Personally, as you would to a regular. No advertising tone — real insider feeling. Regular regulars' evenings, seasonal menus (asparagus season, Christmas, Oktoberfest) — this creates a sense of community.

What works particularly well: loyalty cards, birthday menus, live music evenings, partnerships with German sports clubs, bowling leagues, skittles clubs. Sounds old-fashioned — but it demonstrably works.

Reaching tourists

Where do you find them? Instagram (hashtags like #MallorcaFoodie and #Palma2026), TripAdvisor, Google Maps, partnerships with hotel concierges.

How do you speak to them? Visually strong, unique, typically Mallorcan. Short English descriptions alongside German make sense — many German tourists also search in English. They don't want to compare for hours: show them in 3 seconds why your restaurant is a must-visit.

A clever trick that brings in more bookings: QR codes in hotels (through legal partnerships) with a direct reservation option. The guest scans, books — done.

Budget split

Rule of thumb for German restaurants: 60% of the marketing budget for tourists (because the potential in peak season is enormous), 40% for permanent residents (because they come year-round and recommend you to others).

Monthly recommendation: €800 advertising budget, of which €480 for tourist campaigns — these are paid ads on Meta and Google that target exactly the Germans who are currently planning a trip to Mallorca. €320 for permanent resident campaigns — Facebook group ads, local magazines, and retargeting (which means: you only show ads to people who have already visited your website).

Summary

German restaurants in Mallorca have a double opportunity — two target groups in the same market, both with spending power. But only if you address them separately and in a targeted way. A single content plan for both guarantees that neither group feels genuinely reached.