Social media is where people share things and places they love; it’s part of the greater social conversation. Restaurants should leverage social media marketing to increase awareness, help others support local businesses, and connect with their local market.
Why Social Media Marketing Matters for Restaurants
Builds Local Awareness
People love it when something great is close to home. It’s the restaurant’s responsibility to spread the word and make sure people in their immediate area know about all the great things just around the corner.
Helps Restaurants Stay Connected With Customers
People crave connection, and they love to be “in the know.” Connective via social media lets restaurants do this at scale with the people who would actually walk through the door. You can share events, menus, venue photos, news, updates, and interactive opportunities to engage with a local audience online.
Shows Social Proof Through Reviews and User-Generated Content
Social media means that nobody has to take your word for what you share. The #foodgram was started for this purpose: to share what you love to eat and drink. Loyal customers and frequent fliers will post photos, reviews, and ratings to support your spot, both organically and through paid channels.
Promotes Menu Items, Specials, and Events
If your menu changes with the seasons or to align with local produce and events, social media is an easy way to generate buzz and inspire diners to order. Chef’s special menu items, new offerings, pop-ups, and on-site events are all great opportunities to share, engage, and get more orders out the door.
Drives Online Orders and Reservations
Get a commitment from your market before they ever walk through the door. Online orders and reservations pair mobile convenience with diners’ favorite foods and drinks, making it easier than ever to bring home lunch or dinner. A post about what’s on the menu quickly becomes what’s on the table when you pair mouth-watering posts with a “book a table” or an “order to-go now” call to action.
Choosing the Right Social Media Platforms for Your Restaurant
Depending on the type of restaurant you own, each platform could have a place, but some will be more effective than others.
- Instagram: Food and drinks aren’t just about taste; they’re also about visuals. Instagram is a photo/media-first platform ideal for sharing food photos, videos, and carousels. Share the experience of dining at your restaurant and collaborate with others who will do the same. Instagram also spans a wide range of demographics, both older and younger, and likely reaches the largest local segment.
- TikTok: This is a great platform for personality-driven content and viral reach. You can capitalize on trends and reach a younger audience with authenticity. It’s not about creating a production, but genuine sharing of unique dishes, fun events, and BTS content.
- Facebook: Community engagement is one of the strongest recommendations for Facebook. It’s perfect for promoting local events, live music, and specials, or capturing more bookings and online orders. The demographics skew a little older on this platform, but engagement is high. Share hours, updates, menus, and long-form content when appropriate.
The key is to focus on one or two platforms and recognize where content can and cannot be repurposed. What goes viral on TikTok will not be the same as what will get more reach on Facebook. Test a few options across platforms and lean into what gets traction.
How to Set Up and Optimize Your Restaurant Social Profiles
Use Consistent Branding Across Platforms
Brand recognition relies on consistency. The brand your market interacts with on Facebook should feel the same as it does on TikTok or Instagram. Imagery, colors, logos, voice, and tone should all match universally. Lean into the experience of your food and your location.
Add Essential Restaurant Information
You’re a brick-and-mortar location. You need people to call, order from, or walk through the door of a physical location. Essential restaurant information (location, hours, closures, etc.) should be easily accessible and everywhere possible.
Include Links to Online Ordering, Reservations, or Menus
Give people more options to get what you sell. Online ordering, online reservations, and mobile menu browsing should be simple and fast. Eliminate any unnecessary barriers between seeing a mouth-watering dinner plate and the “check out now” button.
Keep Photos, Bios, and Contact Details Updated
Don’t let a day go by without updating or correcting bad or outdated info on your social media account. This is often one of the first stops people make when checking out new places to eat close to home or when visiting a new area.
6 Restaurant Social Media Content Ideas That Actually Work
Put your own spin on these ideas in a way that aligns with your brand and your audience. Whichever works the best for your account, make more of them!
- Food Photos and Menu Highlights
- Short-Form Videos and Reels
- Behind-the-Scenes Kitchen Content
- Staff Spotlights
- Customer Stories and User-Generated Content
- Events, Partnerships, and Local Community Content
Common Restaurant Social Media Mistakes to Avoid
If you’re doing these things on your restaurant’s social media, it may do you more harm than good.
- Posting Without a Clear Strategy: Have a clear approach to what content you will post, who you’re trying to reach, and whether working with a restaurant marketing agency can help turn social reach into diners.
- Using Low-Quality Photos or Videos: People eat with their eyes first, so give them something to drool over. Delete any photos that are low-quality and don’t reflect the brand image.
- Ignoring Comments, Messages, and Reviews: This is real-world feedback and must be taken seriously. Address every negative review and engage with all the positive engagement you get as a brand.
- Posting Too Inconsistently: Consistency is key to any strategy. If you only post closures, that’s all new visitors will see. Mix it up and keep it going.
- Only Posting Promotional Content: Don’t just promo, engage. Create opportunities for conversation with questions, polls, giveaways, and more.
- Not Tracking What Works: If something gets a lot of traction or goes viral, dissect it and figure out why. Recreate that over and over and over.
Get Social and Build A Community
A restaurant is a gathering place, a spot to sit back and let someone else handle the meal and the ambiance. Social media should reflect what it’s like to be in your restaurant and experience your food.
