Many restaurant owners focus their marketing on social media, offers, or loyalty schemes—yet overlook one powerful tool: your food hygiene rating. That sticker in your window isn’t just for compliance—it’s a trust signal your customers are looking for.
But what if you could make your hygiene rating part of your brand story—shouting about it from the rooftops to win loyal customers and fill more tables?
In this post, you’ll discover how to turn your food hygiene rating into a smart marketing tactic—helping you build trust, stand out from the competition, attract new customers and boost revenue.
Table of Contents
❓Why Put Your Food Hygiene Rating Centre Stage in Your Restaurant Marketing?
Restaurant health isn’t just a number on a food hygiene sticker. It’s built on regular staff training, daily cleaning routines, food safety monitoring, meticulous record-keeping, effective allergen management, and being able to respond fast when things go wrong—like handling customer complaints, supplier issues, equipment breakdowns, or unexpected food safety incidents. It’s not glamorous, but it’s vital.
Customers want reassurance—so give it to them. Since the pandemic, the public are more aware than ever about food hygiene and safety. They want to know you’re looking after their health and safety.
The latest Food Standards Agency research confirms that: 94% of people would still order from a restaurant with a 4 (good) rating, but only 18% would risk it if the business scored a 2 or lower. (FSA, 2024).
🔹 Customers need confidence in your restaurant’s health—and a prominent food hygiene sticker with a rating of 4 or 5 does just that. Remember: hiding your sticker or displaying a false hygiene sticker can backfire.
🔹 In England, displaying your hygiene sticker is voluntary—but making it visible shows customers you’re confident in your standards. Show them you care about their health and safety. People notice, and it builds trust.
If your business is ever faced with a low hygiene rating and you feel embarrassed by unwanted attention, don’t panic. Read our article on how to handle a 1-star hygiene rating to avoid a media frenzy.
❓What Hygiene Rating Opportunities Is Your Restaurant Missing Out On?
According to a recent survey “despite the widespread use of Facebook, Instagram and websites with online ordering capabilities, only a small minority of businesses were found to be displaying a food hygiene rating on any of these platforms: 10 % in England, 5 % in Northern Ireland and 8 % in Wales” (IFF, 2024).
From my own observations during inspections, here’s what many food businesses don’t do in their marketing: They don’t
📍Explain what goes into keeping the business healthy and safe.
📍Talk about their food hygiene and food safety standards behind the scenes—unless someone asks.
📍Treat their food hygiene rating as an asset, rather than a food safety compliance obligation.
You are putting in the work to get that 5 hygiene rating. If you don’t have a 5 yet but your business is striving towards it, let your customers know!
Sharing your progress in your marketing builds trust and shows commitment. It will reassure customers when they’re deciding where to eat—and help them choose you!
🔹For a detailed look at where and how the hygiene rating sticker should be displayed, check out our guide: Hygiene Rating Sticker – UK Display Rules Explained (2025).
❓How To Turn Your Hygiene Rating Into a Powerful Marketing Advantage?
Try these practical ideas to differentiate your business and transform your hygiene rating into a unique selling point:
① Add a “Health & Safety Commitment” page to your website or your app.
Share your food hygiene rating, staff training on food safety, and how you handle requests from customers about food allergies or other special dietary requests.
② Post quick updates on social media.
Snap your hygiene certificate, or highlight a recent training session.
③ Mention your standards in your menu or booking emails.
A simple line like “Proud to hold a 5-star hygiene rating for X years” builds trust.
④ Add your food hygiene rating to your website or your app. And if you are selling food online don’t forget to Register.
⑤ Add your food allergen matrix to your website or your app. Follow the Food Standard Agency’s new allergen guidance for the out-of-home sector. And in your social media posts, tell customers who suffer from hypersensitivity what you are doing to make allergen management safer for them.
⑥ Share behind-the-scenes stories on food safety. Introduce your food safety lead or allergen champions. Show your cleaning routines—people love seeing the care you put in.
**Important update:
Are you aware of the FSA’s recent updated allergen guidance from the out-of-home sector? Find out what’s required and how to comply: Natasha’s Law & Food Allergen Labelling for Caterers and Retailers – 2025.
❓Are You Making Your Hygiene Rating Part of Your Brand Story?
The best restaurants don’t just meet food safety standards—they take pride in them.
Ask yourself: Are you open about your food safety and hygiene practices as part of protecting your customers’ health?
A word of warning: Only do this if you want to…
🔹 Build trust and attract new customers
🔹 Reassure your regulars—families, young people, and older guests
🔹 Show your team their hard work matters ❤️
If your hygiene rating isn’t perfect yet, just be honest about what you plan to do to improve. People appreciate transparency.
Rebranding your restaurant? Don’t forget to keep your food hygiene rating front and centre. Find out how to protect it during a rebrand in our 5-Star Hygiene Rating Rebrand guide.
❓Ready to Turn Your Food Hygiene Rating Into a Marketing Asset?
We want to help you turn your food hygiene rating into a marketing asset—and a real threat to your competitors!
That’s why we’ve partnered with Futur Media to offer a specialist service that combines expert food safety knowledge with proven SEO strategies—designed just for food businesses.
Let us show you how breakthrough content and smart SEO can attract more leads, boost your business reputation, and give you a genuine return on investment.
Book a free call to discover how we can help your business stand out online:
📞 02920 026 566
✉️ [email protected]
Dr Julie Rasmussen
❓ Frequently Asked Questions (FAQs)
How can I use my food hygiene rating in my restaurant marketing?
You can feature your hygiene rating on your website, social media, menus, booking emails, promotional literature as well as in your restaurant window. Mentioning your rating in customer communications builds trust and reassures diners about your commitment to safety.
Is it legal to display my food hygiene rating online?
Yes, you are encouraged in by the Food Standards Agency in their new allergen guidelines for the out-of-home sector (2025) to display your hygiene rating online (website, delivery platforms, social media). In Wales and Northern Ireland, it’s mandatory to display the sticker on your premises, but online promotion is a smart, voluntary tactic everywhere.
Does having a high food hygiene rating actually attract more customers?
Research by the Food Standards Agency (2024) shows that 94% of people would order from a restaurant with a “good” rating, but only 18% would risk a business with a rating of 2 or lower. Promoting a strong rating helps reassure customers and can influence their choice.
What if my food hygiene rating isn’t a 5 yet?
Be honest and transparent—tell customers what steps you’re taking to improve. Sharing your progress can build trust and show that you take food safety seriously.
Can I promote my hygiene rating if it’s voluntary to display in England?
Absolutely! Even though it’s not compulsory in England, making your hygiene rating visible (both offline and online) gives you a competitive advantage and helps build customer confidence.
How do I respond to negative reviews about food hygiene?
Address negative reviews promptly and professionally. Acknowledge the concern, explain what you’re doing to maintain or improve standards, and remind customers of your commitment to food safety. For step-by-step advice, download our Crisis Comms Kit to help protect your reputation.