Social Media Marketing for Restaurants

Restaurants are all about community. Why should that stop when your customers walk out of your doors? Developing a social presence and utilizing it as a marketing channel allows you to  take your restaurant online, allowing your customers to interact with you even when they aren’t with you. 

While starting and maintaining posting to your restaurant’s social media profiles can seem like a daunting task, the bottom line is that it’s about people. Social platforms provide a direct line of communication with existing and potential customers. 

How To Use Social Media To Market Your Restaurant

A well-crafted social media strategy is crucial for restaurants, as it helps build brand awareness, engage customers, and drive in-person visits, online orders, and reservations. Here’s how to approach an effective restaurant social media marketing.

Define Your Brand and Audience

Begin by identifying what makes your restaurant unique—whether it’s farm-to-table ingredients, a family-friendly vibe, or live entertainment. Also, define your target audience’s demographics and preferences, as this will help tailor your content and select the right platforms.

Choose The Right Social Media Platforms & Optimize All Of Your Profiles

Focus on popular platforms for restaurants like Instagram, Facebook, TikTok, and Google My Business. Instagram is great for visuals and short videos, while TikTok allows for fun, trendy content that appeals to a younger demographic. Facebook remains effective for events and promotions, and Google My Business is crucial for local discovery.  Don’t forget about Yelp,  while they may not be as popular as before they still carry a lot of weight with potential guests, especially those in tourist areas. 

Create Compelling Social Media Content

Post high-quality images of your dishes, chef profiles, behind-the-scenes footage, and customer experiences. Mix up content with videos, stories, and reels to capture attention. Showcasing customer testimonials, sharing stories about your ingredients, and featuring special events are effective for building a relatable brand.

​​Engage and Build Community

Engage with your audience by responding to comments, messages, and reviews. Hosting interactive content like polls, Q&A sessions, or contests can boost engagement and build a sense of community. User-generated content, like photos and videos from your customers, also helps showcase genuine experiences at your restaurant.

Use Paid Advertising

Paid social ads help expand your reach beyond organic followers. Target your ads based on demographics, interests, or location to attract locals and nearby visitors. Promote limited-time offers, seasonal menus, or events to generate interest and urgency.

Monitor Post Performance and Adjust

Use platform insights to track engagement, clicks, and conversions, adjusting your strategy based on what performs best. Metrics help refine your content approach and optimize paid ad spend.

By focusing on engaging visuals, building community, and promoting your unique dining experience, you can create a powerful social media strategy that drives customers through your doors.

What To Post To Your Restaurant’s Social Media Profiles?

A successful social media strategy for restaurants requires a balanced mix of engagement and promotional posts. Both types of content serve different purposes but work together to build a loyal following, drive visits, and increase brand awareness.

Engagement Posts

Engagement posts focus on building a connection with your audience by sparking interaction, conversation, and connection without a direct call-to-action to visit or buy. These posts are meant to show personality, provide value, and encourage customer interaction, ultimately fostering a loyal community.

Examples of Engagement Posts:

• Behind-the-Scenes Content: Show kitchen prep, chef profiles, or ingredient sourcing to give customers a glimpse of what goes into their meals.
• User-Generated Content (UGC): Repost customer photos and testimonials to celebrate diners and build social proof.
• Interactive Content: Host polls, Q&A sessions, or “Caption This” challenges to encourage customers to participate in a lighthearted way.
• Celebrating Customers and Team: Post stories about your regulars or feature staff members to give a personal touch and build relatability.
• Questions & Fun Facts: Pose questions to your followers (e.g., “What’s your favorite dish on our menu?”) or share fun facts about your restaurant.

Why Engagement Posts Matter:

Engagement social media posts humanize your brand, build trust, and encourage followers to feel connected to your restaurant. This deeper connection often leads to stronger brand loyalty, higher engagement, and more word-of-mouth recommendations.

Promotional Posts

Promotional posts are directly aimed at driving sales, encouraging visits, or pushing special offers. They include specific calls to action (CTAs) such as “Book a Table,” “Order Now,” or “Check Out Our New Menu.” These posts are more sales-driven and directly focus on conversions.

Examples of Promotional Posts:

• Limited-Time Offers: Announce happy hour specials, discounts, or seasonal items to create urgency.
• Event Announcements: Promote events like live music nights, wine tastings, or holiday specials.
• New Menu Items: Showcase photos of new dishes or drinks, encouraging customers to try something fresh.
• Online Ordering & Reservations: Include CTAs and links for customers to place orders or book reservations directly from the post.
• Gift Card Promotions: Promote gift cards, especially during holidays or events, as a gift option.

Why Promotional Posts Matter:

Promotional posts drive sales and generate interest in visiting your restaurant or placing an order. These posts help achieve short-term goals like filling tables, increasing online orders, or promoting limited-time items.

Finding the Right Balance of Engagement vs. Promotional Posting

For most restaurants, a 70/30 or 80/20 mix (with the majority being engagement posts) works well. Engagement posts keep your followers interested and connected, while promotional posts convert that interest into sales. By balancing both types of content, you can keep your followers engaged while also encouraging them to dine with you, creating a sustainable and loyal customer base.

Post At Optimal Times

Posting at optimal times on social media is crucial for maximizing engagement and reach for your restaurant’s content. Understanding when your audience is most active can help ensure that your posts are seen by the greatest number of people, leading to increased interactions, shares, and ultimately, more customers. Here’s a breakdown of how to determine and utilize optimal posting times effectively:

Understanding Your Audience Behavior

Peak Times for Restaurant Engagement: Generally, the best times to post for restaurants align with dining patterns. For example:

• Lunch Hours: 11 AM to 2 PM, when people are looking for lunch options.
• Dinner Hours: 5 PM to 9 PM, when diners are planning their evening meals.
• Weekends: Many customers dine out or order takeout more frequently on Fridays, Saturdays, and Sundays, so these days can see higher engagement.
• Time Zone Consideration: If your restaurant has multiple locations, consider the time zones of your audience when scheduling posts.

What’s the point of posting a mouthwatering dinner photo if your customers don’t see it until the next morning?

How often do restaurants need to post on social media?

The frequency of social media posts for restaurants can vary based on several factors, including the platform used, the target audience, and specific marketing goals. However, here are some general guidelines for how often restaurants should post on different social media platforms:

Facebook

• Recommended Frequency: 3 to 5 times per week.
• Rationale: Facebook’s algorithm prioritizes quality over quantity. Consistent posting helps keep your restaurant top-of-mind without overwhelming followers.

Instagram

• Recommended Frequency: 4 to 7 times per week for feed posts, plus daily Stories.
• Rationale: Instagram is a visual platform where high-quality images and engaging content thrive. Regular Instagram post maintain visibility, while Stories can be used for more spontaneous, behind-the-scenes content.

X.com (Formerly Twitter)

• Recommended Frequency: 5 to 10 times per day.
• Rationale: Twitter’s fast-paced nature allows for frequent posting. Sharing updates, promotions, and engaging with followers throughout the day keeps your restaurant relevant.

TikTok

• Recommended Frequency: 3 to 5 times per week.
• Rationale: Consistent posting helps build an audience on TikTok. Engaging, creative content can go viral, so quality is key. Regular posts also keep your restaurant’s personality front and center.

LinkedIn

• Recommended Frequency: 1 to 2 times per week (if applicable).
• Rationale: For restaurants targeting corporate clients or promoting catering services, LinkedIn can be a valuable platform. Posts should focus on business-oriented content.

Snapchat

• Recommended Frequency: 3 to 5 times per week.
• Rationale: Snapchat’s audience expects fresh, spontaneous content. Posting several times a week allows you to share daily specials, behind-the-scenes moments, or events in real-time.

Google My Business (GMB)

• Recommended Frequency: 1 to 2 times per week.
• Rationale: Regular updates on your Google My Business about new menu items, special promotions, events, or seasonal offerings enhances your visibility in local search results and helps attract new customers. GMB posts are also indexed by Google, meaning they can show up in local search queries, so keeping your profile active with timely information improves your chances of being discovered by potential diners.

General Guidelines For Restaurant Social Media Marketing

Quality Over Quantity: Focus on creating high-quality, engaging content rather than simply increasing the number of posts. It’s better to post less frequently with impactful content than to post often with low-quality material.

Engagement Matters: Monitor engagement levels on your posts to adjust your strategy. If certain types of content resonate more, consider posting similar content more frequently.

Stay Flexible: Adapt your posting frequency based on promotions, events, or seasonal changes. For instance, during holidays or special events, you might increase your posting frequency to generate excitement.

Utilizing Analytics Tools

Platform Insights: Most social media platforms offer analytics tools (like Facebook Insights, Instagram Insights, and Twitter Analytics) that provide data on when your followers are most active.

Review Past Engagement: Analyze past posts to identify patterns in engagement based on the day and time of posting. This historical data can inform your future posting schedule.

Experiment and Adapt

A/B Testing: Experiment with posting at different times and track engagement metrics. Try posting the same type of content at various times to see which posts perform best.

Adjust Based on Events: Consider adjusting your posting schedule around holidays, local events, or significant promotions. For example, if you have a special event, post in the days leading up to it, adjusting for peak engagement times.

Consistency is Key

Create a Posting Schedule: Consistently posting at optimal times helps establish your restaurant as a reliable source of content, keeping your audience engaged and coming back for more. We strongly recommend monthly posting schedules.

Utilize Scheduling Tools: Tools like Buffer or Hootsuite can help you schedule posts in advance based on optimal times, ensuring consistency without the need to post manually every day.

Engage with Real-Time Content

Respond to Trends: If you notice a trending topic or event that relates to your restaurant, posting in real time can capitalize on the buzz and drive engagement.

Live Updates: Use Stories or live videos during peak dining times or events to connect with your audience in real time, providing an immediate sense of community.

By understanding your audience’s behavior, utilizing platform analytics, and experimenting with posting times, you can significantly increase the engagement and effectiveness of your restaurant’s social media strategy. Optimal posting times vary by platform and audience, so regularly reviewing and adjusting your strategy is essential for maximizing your restaurant’s online presence.

Can Restaurants Afford To Not Be On Social Media?

In today’s digital age, it is increasingly challenging for restaurants to afford not to be on social media. Here are several reasons why maintaining a strong social media presence is essential for restaurants:

Increased Visibility and Reach

Millions of people use social media platforms daily to discover new dining options. If your restaurant is not on social media, you miss out on potential customers actively looking for places to eat. 

Many diners rely on social media to discover nearby restaurants. Being absent from these platforms can significantly limit your visibility in local searches.

Social Media Allows For Engagement With Customers

Building Relationships: Social media allows restaurants to engage directly with their audience, respond to inquiries, and build a community around their brand. This direct communication fosters customer loyalty and a sense of belonging.

User-Generated Content: Encouraging customers to share their experiences and tag your restaurant can generate authentic content that promotes your establishment without additional marketing costs.

Social Media Influences Consumer Decisions

Social Proof: Positive reviews and engaging posts can influence potential diners’ decisions. Customers often check social media for reviews, pictures, and updates before choosing where to eat.

Reputation Management: Social media provides a platform for restaurants to manage their reputation actively by responding to feedback and showcasing their best offerings.

Social Media Allows for Cost-Effective Marketing

Low-Cost Advertising: Social media marketing is generally more affordable than traditional advertising methods (like print or radio). Paid ads on platforms like Facebook and Instagram can target specific demographics and geographic areas effectively.

Promotions and Events: Social media allows you to promote special offers, events, and new menu items quickly and effectively to a large audience at little to no cost.

Social Media Drive Traffic To Your Restaurant & Sales

Linking to Online Ordering: Many social media platforms allow you to link directly to your website or online ordering system, making it easy for customers to place orders or make reservations.

Creating Buzz Around New Offerings: Social media can be used to generate excitement about new menu items or events, driving traffic to your restaurant during launches.

Social Media Allows You To Stay Competitive

Industry Trends: Many competitors are likely using social media to engage with their audience, share promotions, and showcase their dishes. Not having a social media presence can put your restaurant at a disadvantage.

Innovative Marketing Strategies: Social media provides the opportunity to participate in trending challenges, collaborate with influencers, and use creative marketing strategies that keep your restaurant relevant and top-of-mind for customers.

Instant Updates: Social media allows you to share real-time updates about menu changes, events, or special promotions. This immediacy can enhance customer engagement and prompt action.

Feedback Loop: Social media serves as a platform for gathering feedback and insights from customers, helping you understand what they enjoy and what areas need improvement.

The question is not whether restaurants can afford to be on social media, but rather whether they can afford not to be. With the significant advantages of increased visibility, customer engagement, cost-effective marketing, and competitive positioning, restaurants that overlook social media risk losing potential customers and falling behind in today’s digital marketplace. Embracing social media is essential for building a strong brand presence and fostering long-term customer relationships.

How to Super Charge Your Social Media Presence?

Invest in High-Quality Visual Content

Investing in high-quality visual content is essential for restaurants looking to captivate their audience. Stunning images and engaging videos showcase your dishes and ambiance, creating an irresistible allure that draws in potential customers and encourages them to dine with you.

Professional Photography for Restaurants

The importance of high-quality images are essential for making a strong first impression on potential customers. High-quality images convey professionalism and can significantly influence a diner’s decision to visit your restaurant.

Key Focus Areas:

• Food Photography: Capture your dishes in their best light. Use natural light whenever possible, and consider using props or background elements that complement your food. Think about angles and presentation to showcase the meal attractively.
• Ambiance: Showcase the atmosphere of your restaurant. Capture images of the interior, outdoor seating, and any unique design elements that create a welcoming environment.
• Staff and Culture: Include images of your team in action, highlighting the people behind the restaurant. This helps personalize your brand and foster a connection with customers.
• Consistency: Use a consistent style for all your photos to establish a cohesive brand identity across your social media platforms. This could include color grading, filters, or presentation styles.

Videos & Restaurant Marketing

Videos are an effective way to tell your restaurant’s story and engage your audience. They can capture the energy and excitement of dining in your restaurant.

Key Focus Areas:

• Cooking Demos: Create short videos demonstrating how popular dishes are made. This not only showcases your culinary skills but also educates viewers about your ingredients and cooking techniques.
• Behind-the-Scenes Clips: Share videos that give customers a peek behind the curtain—whether it’s how you source ingredients, prep for service, or manage events. This transparency builds trust and authenticity.
• Event Highlights: If you host special events like wine tastings, live music, or holiday parties, create recap videos to showcase the fun atmosphere and encourage customers to participate in future events.

Short and Engaging: Keep videos concise (typically under 60 seconds for social media). Use attention-grabbing intros to hook viewers within the first few seconds and include captions, as many users scroll without sound.

Collaborate with Social Media Influencers

Build partnerships with local food bloggers and influencers can introduce your restaurant to a broader audience. Influencers have established credibility and can authentically promote your brand.

Key Focus Areas:

• Authentic Content Creation: Allow influencers to create content that feels organic to their audience. This could include reviewing your restaurant, showcasing their dining experience, or creating recipe content using your ingredients.
• Host Influencer Events: Invite influencers for a complimentary meal or special tasting event. This not only encourages them to share their experience but can also create buzz about your restaurant in their networks.

Cross-Promote with other local businesses

Collaborating with other local businesses can enhance your reach. For example, partner with a nearby winery to host a wine pairing dinner or a local bakery to feature desserts.

Key Focus Areas:

• Shared Audiences: By promoting each other’s content, you tap into each other’s customer bases, which can lead to new followers and patrons for both businesses.
• Joint Promotions: Create joint promotional campaigns or events that benefit both parties, such as a discount for customers who visit both businesses.

Run Targeted Ads

Platforms like Facebook and Instagram offer powerful targeting tools that allow you to reach specific demographics based on interests, age, location, and online behaviors.

Key Focus Areas:

• Ad Types: Consider various ad formats, including image ads, carousel ads showcasing multiple dishes, video ads, and story ads that can promote limited-time offers or new menu items.
• Retargeting: Implement retargeting campaigns to reach users who have previously engaged with your content or visited your website. This can encourage them to make a reservation or place an order.

Boosting Post On Social Media

Boosting posts that are already performing well organically can help increase their visibility. This is especially effective for announcements, special offers, or engaging content that has received positive interactions.

Key Focus Areas:

• Budget and Duration: Set a budget and choose how long you want the boosted post to run. Monitor the performance to see how well it drives engagement and conversions.
• Targeting Options: When boosting posts, leverage the targeting features to reach specific demographics that align with your restaurant’s audience.

By investing in high-quality visual content, collaborating with local influencers, and running targeted ads, you can significantly enhance your restaurant’s social media presence. These strategies not only attract new customers but also foster a loyal community that engages with your brand regularly, driving both foot traffic and online orders. A well-executed social media strategy can ultimately lead to increased visibility, brand awareness, and revenue growth for your restaurant.

Social Media Platforms

Social media is a crucial platform for restaurants to engage with customers, showcase their food, and build a community. Here are the top social media sites that restaurants should focus on:

How to use Instagram to market your restaurant?

Why It’s Important: Instagram is highly visual, making it ideal for showcasing your restaurant’s dishes, ambiance, events, and behind-the-scenes content. With features like Stories, Reels, and Instagram Shopping, it’s a perfect platform for promoting your food visually and driving engagement.

Key Features:

• High-Quality Photos/Videos: Share appealing images and videos of your dishes.
• User-Generated Content (UGC): Repost content from customers who tag your restaurant.
• Stories/Reels: Use these features for daily specials, behind-the-scenes content, or announcements.
• Instagram Shopping: If you sell merchandise (like sauces or branded items), you can leverage this feature.

How Top Restaurants Are Using Facebook Posts To Drive Guest

Why It’s Important: Facebook is a versatile platform where you can share a wide variety of content—events, updates, promotions, and customer engagement. It also helps you connect with a broad audience due to its large user base and offers robust advertising options.

Key Features:

• Events: Promote events like special dinners, tastings, or live music.
• Menus and Reviews: Restaurants can post menus, collect reviews, and respond to customers.
• Facebook Ads: Run targeted ads to reach local audiences with offers or promotions.
• Messenger: Use Messenger to engage with customers in real time, answering questions or handling reservations.

What is TikTok and how can I use it to drive restaurant awareness

Why It’s Important: TikTok’s rapid growth and its short-form video format make it ideal for restaurants to create viral content. Food-related videos often perform well, and it’s a great platform for connecting with a younger audience.

Key Features:

• Short, Fun Videos: Share recipe tutorials, cooking tips, behind-the-scenes content, or food prep videos.
• Challenges and Trends: Participate in trending challenges or create your own to increase visibility.
• Influencer Collaborations: Partner with food influencers to expand your reach.

Yelp

Why It’s Important: While Yelp is primarily a review platform, it’s one of the most influential sites for restaurants. A strong Yelp presence can lead to more business, as many customers rely on reviews before choosing a place to eat.

Key Features:

• Customer Reviews: Engage with customers by responding to reviews—both positive and negative.
• Photos: Ensure your restaurant’s page is filled with high-quality photos that are uploaded by you.
• Yelp Ads: Paid ads on Yelp can help your restaurant appear more prominently in search results.

Google My Business (Google Maps)

Why It’s Important: While technically not a social media platform, Google My Business (GMB) is vital for any restaurant’s online presence. GMB helps your restaurant appear in local search results and Google Maps, which is crucial for attracting customers nearby.

Key Features:

• Business Profile: Include hours, address, website, and menu.
• Reviews and Photos: Collect and respond to reviews, and upload appealing photos of your food and dining experience.
• Posts and Updates: Post special promotions, new menu items, and events directly on your GMB profile.

YouTube

Why It’s Important: YouTube is perfect for long-form video content like cooking tutorials, behind-the-scenes videos, chef interviews, or virtual tours of your restaurant.

Key Features:

• Cooking Tutorials: Share video content of your chefs making popular dishes.
• Restaurant Tours: Give potential customers a virtual experience of your ambiance.
• YouTube Ads: Promote your restaurant through targeted ads.

X.com (Formerly Twitter)

Why It’s Important: X.com is excellent for customer service, updates, and participating in food-related discussions. It allows for quick communication with customers and sharing of news, offers, and events.

Key Features:

• Real-Time Updates: Post quick updates about menu changes, specials, or events.
• Customer Interaction: Engage with customers through replies and direct messages for real-time feedback and questions.
• Hashtags: Use food-related and location-based hashtags to increase visibility.

Pinterest

Why It’s Important: Pinterest is a great platform for sharing visually appealing content related to food and recipes. It’s especially useful if you offer catering, special menus, or recipes and want to drive traffic back to your website.

Key Features:

• Visual Pins: Pin high-quality images of your dishes, recipes, and food presentations.
• Catering Ideas: Post content aimed at customers planning events.
• Traffic Generation: Use Pinterest to drive traffic to your restaurant’s website or blog.

OpenTable / Resy

Why It’s Important: While OpenTable and Resy are primarily reservation platforms, they allow you to manage online bookings and reviews, improving customer satisfaction.

Key Features:

• Reservations: Manage online bookings efficiently.
• Reviews and Ratings: Encourage customers to leave reviews after dining to build credibility.

LinkedIn

Why It’s Important: LinkedIn may not be the first social network you think of for restaurants, but it’s useful for sharing business updates, connecting with suppliers, and promoting business catering services or private dining.

Key Features:

• Business Networking: Connect with other local businesses for partnerships, collaborations, or catering opportunities.
• Professional Content: Share behind-the-scenes looks at running a restaurant, hiring updates, or restaurant management insights.

Restaurant Social Media Management

At Restaurant Marketing Partners, we specialize in crafting social media strategies that elevate a restaurant’s brand, engage its community, and drive real business growth. We understand that each restaurant has its unique story, cuisine, and ambiance—and we know how to translate that into captivating content that resonates with customers across social media channels like Instagram, Facebook, and TikTok.

Our approach begins with an in-depth analysis of your target audience and brand identity, allowing us to create a tailored strategy that highlights your restaurant’s strengths. From eye-catching food photography and behind-the-scenes videos to customer testimonials and local events, we ensure your social media profiles are filled with compelling content that encourages engagement. With our expertise in geo-targeting and hashtags, we help maximize your visibility to reach both local diners and potential guests beyond your immediate area.

Beyond content creation, Restaurant Marketing Partners also focuses on growing your following and fostering customer loyalty. We design interactive campaigns, promote exclusive offers, and engage with followers to build a sense of community. We also monitor analytics, refining our strategy based on data to drive the best results. With Restaurant Marketing Partners managing your social media presence, your restaurant can focus on what it does best—creating memorable dining experiences.