Social Media Strategies for Restaurants

Branding & Marketing Strategy

In previous chapters, we said that if your restaurant isn’t online, it’ll be difficult for new customers to find you. The same can be said about social media—your visibility will be limited if you’re not posting, tweeting, or engaging on these platforms.

There are numbers to support the importance of social media for restaurants. For example, a 2024 study in the United States and the U.K. revealed that 70% of Gen Z foodies use social media as their most trusted source for dining recommendations. Another study showed that 66% of foodies share their food preferences on social media.

Getting noticed on social media doesn’t have to be complicated. With the right strategy, engaging your audience is easier than you think!

Create Visually Appealing Content

Social media platforms are predominantly visual mediums. Whether it’s an Instagram post or a TikTok reel, users like to see and watch things instead of just reading them. So, create visually rich social media content for your business.

What might that look like? It could include the following:

• Instagram stories or carousels containing beautifully plated dishes.
• TikTok reels of kitchen staff serving or preparing certain meals.
• YouTube shorts with restaurant staff interviewing customers or showing customers’ reactions to food.
• Facebook post featuring 3D/motion pics of your restaurant setting.

Whatever you choose, ensure the imagery showcases your brand and menu in the best light. It should look professional and high-quality, and provide people with an accurate expectation of what dining at your restaurant is like.

Engage With Your Audience

Of course, social media’s primary benefit isn’t its propensity for visuals, but rather its engagement capabilities. People ultimately use social media to communicate with others and express themselves, and your restaurant should do the same.

That means engaging both directly and indirectly with your audience where appropriate. You can post quizzes, polls, and challenges to encourage customer participation. User-generated content is a great way to motivate engagement. This is where you get users to share their dining experiences about your establishment for other customers.

And, of course, there are reviews and comments. Anytime someone posts something positive about your restaurant, reply with an appreciative post. If it’s a negative review, reply tactfully and offer a solution.

Run Contests and Giveaways

Contests can be successful on social media if done well. And they don’t need to be complicated, either.

For example, create a simple contest where customers tag or mention a friend in a post for a free meal, or submit a photo of them enjoying one of your meals to win a gift card or other prize. Even people who aren’t currently customers can see these contests, and it can attract them to try out your restaurant for the first time.

Use Hashtags and Location Tags

Hashtags aren’t just ornaments for a post. They increase the visibility of your content to reach broader audiences, so it’s essential to use them.

Let’s say you’re selling Asian-fusion cuisine, you can use hashtags like “#AsianCuisine” or “#AsianFusion.” When people search these hashtags on social media platforms, your posts could come up.

Maybe add your restaurant’s location to local listings as part of your SEO strategy, so your restaurant appears in the search results of nearby establishments.

Showcase Events and Promotions

Social media is also great for showcasing new promotions, themed nights, and seasonal specials. A simple poster uploaded to a social channel may attract local diners to your establishment or create urgency (or scarcity) through limited-time offers.

Use Video Marketing

Video is the most consumed form of content, whether it’s through a computer, tablet, or smartphone. Social media channels like TikTok and YouTube, which are video-driven platforms, have become search engines. Many audiences (especially younger generations) use these two sites to learn about different brands.

With just a smartphone and a tripod, you can film a high-resolution video of your restaurant from many angles. It could be a glimpse of life in the kitchen, a live event streamed at your restaurant, a Q&A with customers, and much more.

Collaborate With Influencers

Pairing with a local influencer or food vlogger can place you in front of an undiscovered customer base. They can highlight your menu, taste-test your food, and find other creative ways to promote your restaurant.

Optimize Social Profiles and Buttons

Your social channels should be optimized for discoverability and to encourage specific actions on your profiles. That means including action buttons such as “Book Now” or “Order Online,” which prompt customers to engage with.

These are specifically known as call-to-actions (CTAs). Digital marketing specialists and copywriters can help you figure out the best way to phrase these CTAs.

Your social profiles should include all essential business information, such as website links, menu uploads, and contact details. Ensure your branding remains consistent across all social channels to maintain a cohesive and professional presence.

Invest in Paid Advertising

Paid advertising can help you target specific audiences quickly and effectively. They require you to set a budget (which you pay for).

Platforms such as Instagram and Facebook allow you to promote ads for your restaurant within a local radius, so nearby diners can see them. Conduct what’s known as an A/B split test to track the performance and engagement rates of different ad variations to choose the best-performing one.

Post Regularly

Social media success requires consistency in posting—uploading content regularly. Why?

Customers expect it and pay more attention to active brands, while algorithms reward social media entities with higher engagement with more visibility. That means finding a schedule (e.g., daily, twice a week) and sticking to it.

Post on days known for high engagement, such as Tuesdays or Thursdays, although this can vary depending on your location and offerings.

Highlight Your USP

Earlier in this book, we mentioned the importance of honing in on your USP—your unique selling proposition. This refers to points that set you apart from your competition, whether it’s your focus on sustainable practices, local ingredient sourcing, signature entrées, or some other offering your competitors don’t have.

Whatever your USP is, highlight it on your social channels by weaving it into your posts and content. The more you reiterate your USP, the more embedded it becomes in your audience’s mind.

Track Your Performance Metrics

Many restaurants post content without a clear strategy, hoping it’ll make an impact. But there’s a better way to do it!

Track the performance of your social content by monitoring key performance indicators (KPIs), such as engagement rates, follower growth, and reservations, to tell whether your content is connecting with customers.

If there’s room for improvement, continue to experiment with different content formats, messaging, and posting times until you hit that happy medium. Analyzing your metrics is the key to understanding what you need to do with your content.

You Don’t Need to be a Social Media Guru

Now that we’ve given you much to consider regarding social media strategy, don't feel obliged to switch gears and become a marketing expert. Consider working with a local digital marketing agency that can help you manage your social media accounts.

For a monthly fee, they can assist you with various services, such as design, copywriting, analytics, and content strategy, all of which can elevate your social media efforts and bring in new customers.