Your restaurant deserves to be fully booked every evening, not just on special occasions. And it deserves to be the go-to spot for locals and tourists alike. But achieving this level of success requires more than just great food – it also requires effective marketing strategies.

There are many different ways to market your restaurant, and what works for one establishment may not work for another. However, social media marketing for restaurants proves very effective, time and again.

Why is that, and how to run your restaurant social media like a pro?

Here’s everything you need to know.

Why should you run social media marketing for your restaurant? 

As of 2024, there are more than one million restaurants in the US. If you run a restaurant, no matter how amazing it may be, no matter how unique your menu may be, and no matter how long you’ve been around, marketing should 100% be part of your business plan. And social media marketing is exactly what you need to:

  • Stay top-of-mind with your customers
  • Attract new customers
  • Build trust and credibility for your restaurant
  • Connect with your customers
  • Get a good foundation for social media advertising for restaurants
  • Become part of the community

All of these efforts can ultimately result in an increase in sales and revenue.

Instagram vs Facebook vs TikTok

OK, let’s say you’ve already decided it’s time to invest in marketing a restaurant with social media. Which platform should you choose?

There’s no one right answer. It depends on factors like the type of restaurant you run, the type of crowd you want to attract, and how much time and money you’re willing to invest.

Although there are many social networks, Instagram, Facebook, and TikTok stand out from the crowd, particularly when it comes to social media for restaurants. Here’s what you need to know about each of them, so you can make a decision for your business:

Instagram

As of 2024, Instagram has more than 2 billion users, positioning it at the top of the social network “chain.” Instagram is perfect for:

  • Restaurants that have a strong visual appeal (think beautifully plated dishes and cozy ambiance)
  • Businesses in the food industry, such as bakeries, cafes, or bistros
  • Younger demographics (18-34-year-olds are the top users)

With Reels on their side and such a huge user base, Instagram might just be what you need for your business –  plus, the platform’s features enable you to build a comprehensive social media strategy for restaurants (including advertising and organic restaurant social media marketing).

Facebook

With more than 2.24 billion monthly active users, Facebook is considered one of the leading social networks for businesses. It may not be as “hip” as Instagram or TikTok, but it still has a huge impact on customers’ decision-making process when it comes to choosing a restaurant. Here’s why:

  • Facebook allows you to showcase your restaurant’s personality, story, and menu through photos, videos, text posts, and events
  • It offers advanced targeting options for advertising
  • It has a wide range of age demographics

Facebook may seem a little passe, but with the help of groups, communities, and good content, you can still use it to stand out from the crowd. Building a restaurant social media marketing plan around Facebook can help you reach a diverse audience and build strong relationships with your customers.

TikTok

TikTok is the new kid on the block when it comes to social media marketing for restaurants. With over 1.04 billion active users worldwide as of 2024, it’s quickly becoming a popular platform for businesses looking to reach younger audiences. Here are some reasons why you might want to consider using TikTok:

  • Its algorithm favors content from small businesses and independent creators
  • It’s a great opportunity for restaurants to showcase their menu in a unique and creative way
  • It can help you tap into the trend of viral videos and user-generated content

TikTok may not have as many users as Facebook and Instagram, but it still provides a great opportunity for restaurants to increase their brand awareness and attract new customers through engaging and innovative content. The uniquely engaging algorithm, the filters, the effects, and the short-form videos all make TikTok a great platform for restaurants to get creative and gain exposure.

Instagram vs Facebook vs TikTok: Pros and Cons

To help you decide, here’s a comparative look at some of the most important advantages and disadvantages of using Instagram, Facebook, and/or TikTok when running social media for restaurants.

Social NetworkProsCons
TikTok– Algorithm favors small businesses and independent creators– Content demands high creativity to stand out
– Excellent for reaching younger audiences– Demographics skew younger, which may not suit every business
– Opportunity to showcase products or services in a unique way– Requires consistent engagement to maintain visibility
Instagram– Strong visual platform for showcasing products or experiences– Algorithm changes can affect organic reach
– Large, engaged audience across diverse demographics– Heavier reliance on aesthetics and polished content
– Popular for influencer collaborations and marketing campaigns– Competitive and saturated market
Facebook– Huge global user base across various age groups– Organic reach has declined significantly in favor of paid advertising
– Provides robust tools for targeted advertising– Younger audiences are less active on the platform
– Well-suited for community building through groups and pages– Platform may not favor highly visual or trendy content

You don’t have to pick

Managing social media across platforms like Instagram, TikTok, and Facebook can be challenging due to their differing strengths and user demographics. Using a social media planning tool can help streamline the process by scheduling posts, analyzing performance metrics, and ensuring consistent branding and messaging. This approach allows businesses like yours to optimize their content strategies and effectively engage audiences across all three channels.

How to time your posts

As much as we’d like to offer you a recipe and a perfect time to post for the perfect reach, the truth is that many factors come into play when it comes to optimizing your social media marketing strategy for restaurants:

  • The demographics of your target audience, such as their age, location, and lifestyle. 
  • Peak dining hours, including breakfast, lunch, and dinner times when users may be thinking about food. 
  • The specific platform’s user activity trends (e.g., Instagram may have different peak hours than Facebook). 
  • The day of the week, as weekends and weekdays can impact user engagement differently. 
  • Seasonal and holiday trends, which can alter consumer behavior and social media usage patterns. 

For instance, for the food and beverage brands specifically, one source suggests posting between 12 PM to 2 PM on weekdays and 5 PM to 7 PM on weekends. Another source indicates that the best times for restaurants are 10 AM to 1 PM on Mondays and 11 AM to 2 PM on Tuesdays.

You can and definitely should try all of these suggestions. But at the end of the day, things might just be different for you, so the best thing you can do is experiment and track the performance of your posts to find out what works best for your specific audience and business.

The best restaurant social media marketing ideas

Running short on ideas of what to post? Here are some of the best and most popular content ideas you could take inspiration from:

Show the behind the scenes

Taking your audience behind the scenes is a powerful way to build a deeper connection with them. It involves sharing glimpses of your restaurant’s daily operations, like prepping ingredients, creating dishes, setting up for service, or even staff interactions.

This type of content feels authentic and personal, allowing followers to see the effort and craftsmanship behind their favorite meals. It gives a human touch to your brand, showcasing the hardworking team and passionate individuals who make the experience possible. By doing this, you’re not just selling food—you’re selling the story and experience of your restaurant.

Drive email sign-ups

As we’ve previously mentioned, email marketing is a powerful tool to complement your restaurant’s social media strategy. Using social media posts to drive sign-ups for your email list allows you to nurture relationships with customers and stay top-of-mind. You can offer exclusive promotions, discounts, or updates on new menu items in exchange for their email address.

Post user-generated content

User-generated content (UGC) refers to any content—such as photos, videos, reviews, or social media posts—created and shared by customers about your restaurant. This type of content is authentic and often highlights positive experiences, allowing your business to leverage the genuine opinions and creativity of your patrons. For example, a customer might share a photo of an artfully plated dish or a group enjoying a night out at your establishment, tagging your restaurant in their post. UGC provides social proof, showing potential customers that others enjoy your food and atmosphere, which can encourage them to visit.

For restaurants, encouraging user-generated content can be a highly effective marketing strategy. It reduces the need for your team to create every single piece of content from scratch, saving time and resources. When customers post about your restaurant, they extend your reach to their friends and followers, exposing your brand to audiences you might not otherwise reach. 

You can amplify this content by sharing it on your own accounts, showcasing the vibrant experiences that your customers have had. This fosters a sense of community, builds trust, and increases engagement on social platforms, all of which ultimately drive traffic to your restaurant.

Employee spotlights

Employee spotlights are a way to highlight the hardworking individuals who contribute to the success of your restaurant. This could involve sharing profiles, achievements, or even fun anecdotes about your staff on social media, your website, or within the restaurant itself. It personalizes your business by putting faces to the brand, making it more relatable and engaging for customers.

Featuring employee spotlights can benefit your restaurant in numerous ways. By celebrating your team, you not only boost staff morale and build a positive work environment but also create stronger connections with your audience. 

Customers appreciate learning about the people behind their favorite meals, which fosters loyalty and humanizes your brand. Additionally, showcasing an inclusive and supportive workplace culture can attract talented individuals looking to join your team, helping with recruitment and retention.

Ask engaging questions

Engaging questions are a great tool for restaurants to foster interaction and build meaningful relationships with their audience. By asking thoughtful and creative questions, you can encourage customers to share their preferences, opinions, and experiences, which provides valuable insights about their needs. 

This approach keeps your audience engaged and strengthens their connection to your brand, making them feel valued and heard. Additionally, engaging questions can spark conversation on social media, increasing your visibility and creating a sense of community among your patrons.

Here are 8 examples of engaging questions a restaurant could ask:

  • What’s your all-time favorite dish from our menu? 
  • If you could create a custom dish, what ingredients would it have? 
  • Which seasonal flavor are you most excited about this year? 
  • What’s your ultimate comfort food? 
  • Do you prefer spicy, savory, or sweet flavors? 
  • Who would you bring with you for the perfect dinner at our restaurant? 
  • What’s a food-related memory that always makes you smile? 
  • If you could travel anywhere for a meal, where would it be and why? 

TikTok and Instagram Reels communities are always happy to jump on a new trend. Whether it’s a song everyone’s getting obsessed about, a specific trend, or a filter everyone’s using, if you can find a way to connect it to your restaurant, you can amplify the trend and get your brand in front of a larger audience. 

For example, when Lil Nas X’s “Old Town Road” became a viral sensation on TikTok, restaurants across the country started using the song in their own videos showcasing their food or staff dancing along to it. This not only created buzz around their businesses but also tapped into a popular trend that their target audience was already engaged with.

As a restaurant owner or marketer, keeping up with trends and jumping on them quickly can help keep your content fresh and relevant while reaching new potential customers. Just make sure that any trending content you use aligns with your brand values and message.

Organize contests & sweepstakes 

Contests and sweepstakes are promotional strategies that encourage audience participation by offering prizes to selected winners. For restaurants, this can mean anything from giving away a free meal, a gift card, or branded merchandise.

To enter, participants might be asked to perform specific actions such as liking a social media post, tagging friends, sharing content, or even creating user-generated content like photos or videos featuring the restaurant. These initiatives help generate excitement, engage the audience, and create opportunities for increased brand visibility.

Showcase your vendors

Showcasing your vendors is an excellent way to highlight the quality and authenticity of your restaurant’s offerings. By featuring the local farmers, suppliers, or artisans who contribute to your menu, you’re not only celebrating their hard work but also building trust with your customers. People love knowing where their food comes from, and emphasizing these connections can give your meals a story that resonates with your audience.

Additionally, this practice reinforces your commitment to supporting local businesses and sustainability, which are growing priorities for many consumers. It sets your restaurant apart as transparent and community-oriented, creating a positive impression that can translate into increased customer loyalty. By collaborating with your vendors on promotions or storytelling, you might also expand your reach and attract new customers through their networks.

Get involved in the community

Getting involved in the community means actively engaging with the local area through events, partnerships, or initiatives that help build strong relationships with residents and other businesses. For restaurants, this could involve sponsoring local sports teams, participating in charity events, hosting community dinners, or collaborating with nearby schools and organizations. 

Such efforts not only demonstrate social responsibility but also show a genuine desire to give back and contribute positively to the neighborhood. It highlights the restaurant as more than just a business—it becomes an integral part of its community, fostering a sense of trust and connection.

Do an account takeover 

Account takeovers are when a social media influencer or celebrity takes over a brand’s account for the day. This can be an effective way to bring in fresh and engaging content while also reaching a new audience through the influencer’s followers. When choosing an influencer, make sure their values and audience align with your restaurant’s brand image to ensure authenticity and relevance.

During the takeover, have the influencer showcase your restaurant, menu items, and behind-the-scenes glimpses of daily operations. They can also engage with followers by doing live Q&A sessions or responding to comments. By allowing someone else to take over your account, you bring in new perspectives but also create buzz and excitement around your brand.

Tap into seasonal holidays 

Seasonal holidays refer to periods like Christmas, Thanksgiving, Valentine’s Day, and other widely celebrated events throughout the year. These occasions provide unique opportunities for restaurants to create special promotions, themed menus, or limited-time events that align with the festive spirit. By tapping into these celebrations, restaurants can attract customers looking to enjoy meals and experiences tailored to the season.

This approach benefits restaurants by increasing foot traffic and encouraging repeat visits during these busy times. Furthermore, promoting holiday-themed content on social media can enhance engagement and boost a restaurant’s visibility. Themed social media campaigns foster a sense of community and celebration, making customers feel part of something special while driving loyalty and revenue for the business.

Organize an event 

Organizing an event is the process of planning and hosting a gathering or activity, such as a themed dinner, cooking class, or celebration, at the restaurant. These events can be centered around holidays, local traditions, or unique concepts that resonate with the target audience. They often feature special menus, entertainment, or interactive experiences that go beyond the typical dining experience.

For restaurants, hosting events can help attract new customers and encourage existing patrons to return, boosting overall revenue. Events also create opportunities for social media promotion, word-of-mouth advertising, and building a stronger community connection. By offering a memorable experience, restaurants can set themselves apart from competitors and enhance customer loyalty.

Working with influencers for your restaurant marketing

Influencer marketing can be a real game-changer for restaurants, as it leverages the credibility and trust of popular personalities to promote your brand. With social media influencers having a significant impact on consumer buying decisions, partnering with them can be an effective way to reach new audiences and build credibility for your restaurant.

When choosing influencers for your restaurant marketing campaigns, consider factors such as their audience demographics, engagement rates, and relevance to your brand. Micro-influencers (those with 10k-50k followers) are often more cost-effective and have higher engagement rates compared to larger accounts.

Influencers can promote your restaurant through sponsored posts featuring meals or experiences at your establishment. They can also create content showcasing the ambiance, menu items, and unique features of your restaurant.

In other words, collaborating with influencers can create buzz and credibility for your brand, leading to increased customer interest and social media following.

However, (and this part is very important), t’s essential to establish both relationships and a clear partnership agreement with influencers, outlining expectations, deliverables, and compensation. This helps ensure that both parties are on the same page and working towards the same goal.

How to nail your restaurant social media marketing 

Want to make sure your restaurant’s social media marketing is on point and drives the results you need? Here are some extra tips to help you with that:

Always respond to reviews

Responding to reviews is a crucial part of your restaurant’s social media strategy, as it shows that you value customer feedback and care about their experience. Whether the review is positive or negative, a thoughtful response can foster trust, improve customer loyalty, and demonstrate your commitment to quality service.

Be honest and open 

Honesty and transparency are key elements of a successful social media presence for your restaurant. By openly sharing updates, addressing concerns, and maintaining an authentic tone, you build trust with your audience and create a genuine connection. Remember, customers appreciate authenticity—it helps establish a loyal and engaged community around your brand.

Build a unique voice

Creating a unique voice for your restaurant on social media involves crafting a tone and style that reflect your brand’s personality. This distinct voice helps you stand out from competitors, resonate with your target audience, and foster deeper connections. By being consistent in your messaging and staying true to your brand identity, you can amplify your presence and build lasting relationships with your followers.

Invest in high-quality images 

High-quality images are essential for showcasing your restaurant’s offerings in the best light and capturing the attention of potential customers. Vibrant and well-composed photos of your dishes, ambience, and team help convey your brand’s story and entice followers to engage with your content, ultimately driving more interest and visits.

Encourage customers to create content

Remember the user-generated content we talked about earlier? It can be absolute gold for your restaurant social media marketing strategy, but there’s a catch: you need to encourage customers to create it. This can be achieved through hashtags, photo contests, or reposting customer posts on your own account. Keep in mind, however, that you should never post something created by your customers without asking for (written!) permission first. The last  thing you want to do is upset someone who took the time to create content for your restaurant.

Make sure your profile includes the right info

A complete profile is absolutely necessary when  it comes to social media marketing for your restaurant. Make sure that all important information is there:

Consistent name & handle

Maintaining a consistent name and handle ensures that your restaurant is easily recognizable and searchable across different social media platforms.

Good profile photo

A good profile photo creates a strong first impression and helps establish your restaurant’s identity, making it more memorable and professional to potential customers.

Restaurant location

Including your restaurant’s location helps customers easily find and visit your establishment, increasing foot traffic and accessibility.

Your website URL

Adding your website URL allows customers to access detailed information about your restaurant, including menus, reservations, and events, helping to drive online engagement and conversions.

An About Me section

An “About Me” section is important because it provides customers with a personal connection to your restaurant’s story, values, and mission, fostering trust and loyalty.

Post often, but not too much

Posting on social media frequently is essential to keep your audience engaged and informed about your restaurant’s updates, special offers, or events. However, striking the right balance is crucial, as posting too often can overwhelm your followers and dilute the impact of your content.

Aim for consistency with a manageable schedule that prioritizes quality over quantity to ensure your posts remain relevant, engaging, and reflective of your brand’s identity. By maintaining an optimal posting frequency, you can effectively attract new customers and retain loyal ones without appearing intrusive or disorganized.

Make sure your visual identity is cohesive 

A cohesive visual identity ensures that your restaurant’s branding is instantly recognizable and leaves a lasting impression on your audience. This involves using consistent colors, fonts, logos, and design elements across all platforms, from social media posts to menus, signage, and advertisements.

By maintaining this uniformity, you build trust and professionalism and reinforce your brand’s personality and message. A strong visual identity helps differentiate your restaurant from competitors and creates an emotional connection with your customers, making them more likely to remember and choose your business.

Use multiple platforms 

To effectively use multiple platforms, it’s essential to tailor your restaurant’s marketing efforts to each medium while maintaining consistent branding. Social media platforms like Instagram, TikTok, and Facebook can be used to share visually appealing images, promote special offers, and engage with customers through comments and messages.

A well-designed website serves as a central hub for your restaurant, offering easy access to menus, locations, and reservations. Email marketing can keep loyal patrons informed about upcoming events and promotions, while platforms like Google My Business ensure your presence in local search results.

By diversifying your outreach and leveraging the unique strengths of each platform, you can maximize visibility and reach a broader audience without compromising your brand’s identity.

Including your social links in your email signature is an effective way to extend your digital presence and encourage further engagement with your audience. By adding clickable icons or links to platforms such as Instagram, Facebook, or Twitter, you provide an easy pathway for recipients to explore your content, follow your updates, and stay connected with your brand.

This small yet impactful addition turns every email into an opportunity to promote your social platforms, drive traffic, and build stronger relationships with your customers.

If you don’t know where to start with your clickable email signatures, worry not – we have just the templates you need. You can grab whichever you like, adjust it to your brand, and then use it as such, through our email signature management software (no coding needed!). 

Invest in paid social 

Paid social media advertising is a powerful tool to amplify your reach and achieve specific marketing goals. By investing in paid social, you can target precise demographics, interests, and behaviors, ensuring your content reaches the most relevant audience.

These campaigns allow for measurable results, letting you track engagement, conversions, and ROI in real-time. Additionally, paid social provides opportunities to promote various types of content, from awareness-driven posts to product launches and lead generation efforts, making it an essential component of a well-rounded digital marketing strategy.

Create a plan and a calendar

“What are we posting today?” is the most dreaded, and probably (sadly) common, question among restaurant social media managers. To avoid the stress and pressure of coming up with content on the spot, create a plan and calendar for your social media posts.

This involves brainstorming ideas, creating a schedule for different types of content, including promotions, events, user-generated content, or behind-the-scenes glimpses. By planning ahead, you can better align your messaging with your goals, maintain a consistent brand voice and image, and ensure that all necessary information is included in each post.

A well-organized plan eliminates guesswork and saves valuable time while helping you stay proactive and relevant to your audience’s needs and preferences.

Engage with your audience

Social media is not just a one-way conversation. In fact, the opposite is true (and it’s social media’s entire shtick, actually). Engaging with your audience through comments, likes, shares, and messages is crucial to building a loyal customer base and fostering brand advocacy.

Responding to feedback and reviews in a timely and professional manner shows that you value your customers’ opinions and are committed to providing exceptional service. By actively interacting with your audience, you can also gain valuable insights into their preferences, habits, and pain points, helping you improve your offerings and create a more personalized experience.

From social media to plate: start early, win your audience’s hearts

Building a strong social media presence is much more than just posting attractive content—it’s about creating connections and fostering relationships with your audience. By starting early and making genuine efforts to engage, you lay the foundation for trust and loyalty.

This trust not only translates into brand advocacy but also drives long-term success as your followers become invested in your story and mission. Social media offers a powerful way to win your audience’s hearts, turning casual viewers into lifelong supporters. Remember, authenticity and consistency are the keys to flourishing in the ever-changing digital landscape.

FAQs