Count the money you are already spending
Before deciding a budget, add up what marketing already costs you: aggregator commission above a baseline delivery cost, funded promotions and discount codes, free-item campaigns, and influencer meals. For a lot of Kuwait restaurants this total dwarfs the ad account, and it is never reviewed because it does not arrive as an invoice from a media platform.
Once you see the real number, the question changes. It is rarely "should I spend more on marketing" — it is "should some of what I already spend move somewhere I own the result". That reframing is usually worth more than any budget increase.
A split that works for one location
On a 500 KD month, a workable structure is roughly half to Instagram and Facebook targeting a 5km radius, a quarter to Snapchat for local reach, and a quarter held for launches, seasonal pushes and the occasional creator collaboration.
Google search deserves a small line only if you sell something people search by name — a cuisine, a dish, "family restaurant Salmiya". For most restaurants, the Google budget is better spent making your Maps listing excellent, since "restaurants near me" is answered by the map pack long before anyone reads an ad.
Spend against a shift, not a month
Restaurant demand is not evenly distributed and neither should your budget be. Thursday and Friday evenings largely fill themselves; Sunday lunch does not. Spending the same amount every hour of every day means paying to add a queue at your busiest moment.
Set day-parting so campaigns run only in the hours you want to fill. During Ramadan, shift almost everything to the post-iftar window. This one change routinely improves cost per order more than switching platforms or rewriting creative, and it costs nothing to implement.