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You're a restaurant owner. Let us ask you a question - are you driving a lot of customers to your table with what you’re posting on social media?
We are asking this question because we've seen many restaurateurs struggle with the challenge of planning effective social media content.
That's why we've developed a free social media planner template, tailored to restaurant owners. This tool will help you simplify the process, showing you how to captivate your audience with every post.
Also, if you want to boost your restaurant's visibility with the right tactics and strategies, check out our Marketing Pack for Restaurant Owners.
Read on to discover how to leverage this tool to enhance your restaurant's online presence and ensure every post contributes directly to your success.
What social media platforms are best for promoting a restaurant?
Contrary to popular belief, not all social media platforms are relevant for your restaurant marketing strategy.
This is mainly due to varying user demographics, content formats, and engagement dynamics. For example, platforms like LinkedIn, primarily used for professional networking and B2B communications, offer little value for restaurants aiming to attract diners and engage with customers on a personal level.
As a restaurant owner, you need to strategically select platforms that focus on visual storytelling, real-time engagement, and local discovery, such as Instagram, Facebook, and TikTok. We have made it easy for you to understand with the table below.
Finally, please note that we have included specific guides for every relevant platform in our pack for restaurant owners who want to grow their business.
The best social media platforms for a restaurant
| Social Media Platform | Relevancy Level for a Restaurant | Detailed Explanation |
|---|---|---|
| High | Instagram's visual-centric format is ideal for showcasing food and ambiance, engaging with users via stories, and leveraging location tags and hashtags for local discovery. | |
| High | With its vast user base, Facebook allows restaurants to reach a diverse audience, promote events, and use targeted ads. Its review and recommendation features also help in building trust and credibility. | |
| TikTok | Medium-High | TikTok's video-first approach and trend-driven content can help restaurants tap into younger demographics, create viral content, and showcase the behind-the-scenes of food preparation. |
| Medium | While Twitter can be used for real-time updates and customer service, its text-heavy format and fast-paced nature might not be as effective for visual storytelling. | |
| Low | LinkedIn’s professional focus and B2B orientation make it less relevant for restaurants aiming to engage with individual customers and showcase dining experiences. | |
| Medium | Pinterest is useful for long-term visibility in search results and can attract food enthusiasts, but it requires high-quality photography and may not drive immediate local engagement. | |
| Snapchat | Medium-Low | Snapchat appeals to younger audiences with its ephemeral content, but it might not offer the sustained engagement or reach that other platforms provide for restaurant marketing. |
Some restaurants make 5x more profit than you!
We have studied the strategies of the best restaurants in the world. Replicate them now!
How to get started on social media for your restaurant?
Setting up and managing a social media account for your restaurant is something you can definitely do by yourself, and in many cases, it's advisable to start this way.
It’s not as complicated as it might seem, but it does require a bit of strategy and thoughtfulness. We have actually explained everything, for each platform, step-by-step, in our marketing strategy pack for restaurants.
Pick the right audience
First, let's talk about identifying your target audience.
This is crucial because your entire social media voice, style, and content will pivot around what appeals to your audience.
Consider your restaurant’s cuisine, atmosphere, location, and price range. Who does it appeal to? Families, young professionals, tourists? Understanding who you're talking to helps tailor your message.
Set up your profile the right way
When setting up your profile, ensure your restaurant’s social media bio includes essential elements that instantly inform and attract potential customers.
This includes the type of cuisine you offer, your location (a must), operating hours, and something unique about your restaurant, like “Family-owned since 1992” or “Best vegan burgers in town.” Including a link to your menu, reservations, or your website is also crucial.
Does it take a lot of time?
Now, is it time-consuming? Initially, setting up your account and learning the ropes can take some time.
However, once you get into the rhythm of things, maintaining your social media presence becomes part of your daily routine, not unlike checking your email.
Should you hire someone to do it for you?
Regarding whether you need to hire someone, it depends on your comfort level with social media and the amount of time you can dedicate. Starting by yourself is a great way to understand what works for your business.
Down the line, if your business grows or if you find it too time-consuming, hiring a professional with experience in social media management for restaurants might be a good investment.
7-day social media calendar for a restaurant
Now, let's summarize the actions you need to take in the first week of setting up and getting started with your restaurant's social media (if you need a more detailed and in-depth calendar, spanning over 30 days, please check our marketing strategy pack for restaurant owners.
| Day Number | Actions | How to Do It Well |
|---|---|---|
| 1 | Choose the right platforms | Pick platforms where your target audience is most active. Usually, Instagram and Facebook are key. |
| 2 | Set up your profiles | Use high-quality images for your profile and cover photos. Fill in all the bio details comprehensively. |
| 3 | Identify your target audience | Think about who your restaurant appeals to and tailor your content to match their interests. |
| 4 | Plan your content | Draft a content calendar with a mix of promotional, informative, and engaging posts. |
| 5 | Start posting | Begin with introducing your restaurant, your team, and what makes you special. Keep it light and engaging. |
| 6 | Engage with your audience | Respond to comments, messages, and mentions. Engagement is key to building a community. |
| 7 | Analyze and adjust | Look at what posts are doing well and which aren’t. Adjust your strategy accordingly. |
What are the best strategies to increase the followers of your restaurant organically?
Here is a table of 12 very specific and creative content tactics a restaurant owner can use on social media to organically increase their followers, along with the types of content that customers engage with the most.
This table is concise and summarized. If you require a detailed description, complete with step-by-step actionable tips, and winning theories derived from studies of actual real-life use cases of successful restaurants, please refer to our restaurant strategy pack.
| Strategy | How to make it so you it brings you profit |
|---|---|
| Virtual Cooking Classes | Host live cooking classes featuring your restaurant's signature dishes. Encourage followers to cook along and share their creations using a specific hashtag. This not only engages your current followers but also attracts new ones interested in learning new recipes. |
| Behind-the-Scenes Stories | Share behind-the-scenes content of the restaurant, including the kitchen's hustle, how ingredients are sourced, and the day-to-day operations. This humanizes the brand and builds a stronger connection with your audience. |
| Foodie Photo Contests | Organize a photo contest where followers submit pictures of their meals from your restaurant. Offer incentives like free meals or discounts for the best photos. This encourages user-generated content and increases visibility. |
| Local Influencer Collaborations | Collaborate with local food bloggers and influencers to create content or host events at your restaurant. Their followers become exposed to your brand, potentially increasing your follower base. |
| Sneak Peeks of New Dishes | Tease upcoming menu items with sneak peek photos or videos. Create a buzz by letting your followers vote on new dish names or ingredients, making them feel involved in the menu creation process. |
| Weekly Themed Dinners | Host themed dinner nights and share the experiences on social media. Themes can be based on cuisine types, historical periods, or pop culture, creating a fun and engaging atmosphere that encourages sharing. |
| Chef's Table Experiences | Promote exclusive chef's table experiences where followers can win a chance to dine at a special table in the kitchen and meet the chef. Share these experiences on social media to attract high-engagement followers. |
| Interactive Polls and Quizzes | Use polls and quizzes to engage your audience, such as guessing the ingredient in a dish or voting for their favorite seasonal menu item. This interactive content keeps followers engaged and encourages them to visit your profile often. |
| Seasonal Ingredient Spotlights | Highlight seasonal ingredients used in your dishes through informative posts or stories. This educates your followers and showcases your commitment to fresh, high-quality ingredients. |
| Customer Appreciation Posts | Share customer reviews or photos of customers enjoying their meals, with their permission. This not only shows appreciation for your customers but also encourages others to visit your restaurant and share their own experiences. |
| Sustainability Initiatives | If your restaurant focuses on sustainability, share your initiatives, such as reducing waste, sourcing locally, or supporting community gardens. This attracts followers who value sustainability and want to support like-minded businesses. |
| Limited-Time Offers | Create urgency with limited-time offers or exclusive dishes available only to your social media followers. This encourages people to follow you to not miss out on special deals or unique dining experiences. |
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What are some common social media mistakes to avoid as a restaurant?
There are some mistakes restaurant owners might make when using social media. Below is a comprehensive table that outlines specific pitfalls, their potential impacts, detailed descriptions, and recommendations for better strategies.
| Mistake # | Mistake Description | Consequences | What Not to Do | What to Do Instead |
|---|---|---|---|---|
| 1 | Ignoring Customer Feedback | Negative impact on reputation and customer satisfaction. | Do not overlook comments, complaints, or reviews. | Actively respond to both positive and negative feedback promptly, showing that you value customer input. |
| 2 | Inconsistent Posting | Loss of audience engagement and visibility. | Avoid posting sporadically or flooding posts in a short time. | Develop a content calendar to maintain a regular posting schedule. |
| 3 | Overly Promotional Content | Followers might disengage due to lack of value. | Don't make every post about selling your service or product. | Balance promotional content with valuable, informative, or entertaining posts. |
| 4 | Not Using High-Quality Images | Poor presentation can lead to a negative perception of your restaurant. | Avoid using low-resolution or irrelevant images. | Use high-quality, appealing photos of your dishes and ambiance to attract more customers. |
| 5 | Ignoring Local SEO Practices | Missing out on potential local customers. | Don't neglect to include location-based keywords and hashtags. | Optimize your content with local keywords, hashtags, and tag your location to improve visibility to local audiences. |
| 6 | Not Engaging With Other Local Businesses or Influencers | Missed opportunities for community engagement and promotion. | Avoid isolating your social media presence from your local business community. | Collaborate with local businesses and influencers for cross-promotion and to build a stronger local network. |
| 7 | Failing to Highlight What Makes Your Restaurant Unique | Difficulty in standing out in a competitive market. | Do not rely solely on generic content that could apply to any restaurant. | Share your restaurant's unique story, special dishes, or any awards to differentiate yourself from competitors. |
| 8 | Neglecting User-Generated Content | Missing out on authentic promotional content created by your customers. | Don't overlook the power of content created by your patrons, such as reviews and photos. | Encourage and share user-generated content with proper credits to build community and trust. |
| 9 | Poor Handling of Crisis Situations | Potential viral negative publicity. | Avoid deleting negative comments or responding defensively. | Address the situation transparently and professionally, showing commitment to resolution and improvement. |
| 10 | Lack of Personality in Posts | Failure to connect with your audience on a personal level. | Don't make your social media presence too formal or robotic. | Inject personality into your posts, showing the human side of your business, to foster a stronger connection with your audience. |
| 11 | Not Tracking Analytics | Missing insights into what content performs best. | Avoid the "post and forget" approach. | Use social media analytics tools to track engagement and adjust your strategy based on data-driven insights. |
| 12 | Not Adapting to New Social Media Trends | Falling behind in an ever-evolving digital landscape. | Don't stick rigidly to old strategies or ignore new platforms and features. | Stay informed about new social media trends and features, and experiment with them to see what resonates with your audience. |
How to implement a successful system on social media for your restaurant?
When it comes to social media management for restaurants, you're looking at a game that's as much about vibes and visuals as it is about your dishes.
Setting up a process for this requires a bit of strategy and a lot of authenticity.
How to track results?
For tracking performance and results, it's all about the analytics. Each social platform offers its own set of tools for this.
For Instagram and Facebook, you've got Insights; for Twitter, there's Analytics, and so on. These tools allow you to track engagement rates, follower growth, and the reach of your posts.
The success metrics for restaurants specifically can include direct engagement on posts related to your menu items, the number of reservations or inquiries received via social media, and user-generated content, like when customers post photos of your dishes. An uptick in these areas typically indicates a winning strategy.
What marketing budget?
On the topic of the right marketing budget for your restaurant, there's no one-size-fits-all number, but for a small to medium-sized restaurant, starting with an average weekly budget of $100 to $500 on paid advertisements can test the waters effectively.
This budget allows for experimentation with different ad types, targeting options, and platforms to see what yields the best ROI. Adjustments can be made based on the performance and goals of the campaign.
Speaking of paid advertisements, they're not mandatory but definitely advantageous. We actually cover them in our strategy pack. The organic reach on social media has been declining, making paid ads a valuable tool for ensuring your content gets seen by both your current audience and potential new customers.
The benefits are manifold: increased visibility, targeted reach (you can zero in on demographics, locations, interests), and, importantly, actionable insights from ad performance data. This last point means you can constantly refine your approach for better results.
How often should you post?
As for posting frequency, the golden rule is consistency over quantity.
For restaurants, a good rhythm might be once a day on platforms like Instagram and Facebook, where visuals are key.
Stories and live features offer additional, less formal ways to connect daily. On Twitter, where the conversation moves faster, two to three posts a day can keep you in the loop without overwhelming your followers. The key is to maintain a regular presence that keeps your audience engaged without bombarding them.
Make your restaurant more profitable
We have studied the strategies of the best restaurants in the world. All their tactics are explained in our pack!
Where can you get the social media strategies that will actually work for your restaurant?
We understand the hesitation many restaurant owners feel about diving into the world of social media marketing.
It's not uncommon to see the realm of digital promotion as daunting, especially when terms like "customer engagement" and "retention metrics" seem like a foreign language.
Managing a restaurant is already a round-the-clock job, and finding the time, resources, or budget to dedicate to what might seem like a corporate luxury can feel out of reach. Add to that the skepticism born from past attempts that didn’t pan out, or the belief that the quality of your food and service should naturally attract customers, and it’s easy to see why stepping into social media marketing might be put on the back burner.
Recognizing these challenges, our team has crafted a strategy pack specifically tailored for restaurant owners like you.
This set of tools is designed to demystify the process, breaking down the jargon into simple, actionable steps. We've focused on strategies that are not only cost-effective but are also easy to implement, ensuring they don't require a hefty upfront investment or extensive marketing knowledge.
Our restaurant strategy pack addresses each concern, from the misconception that significant financial resources are necessary, to the challenge of keeping up with the rapid evolution of digital marketing.
We offer clear, straightforward solutions that highlight the value and effectiveness of social media, aiming to transform skepticism into optimism.
By doing so, we aim to make it easier for you to see the potential in leveraging social media to enhance your restaurant's visibility and customer engagement, without detracting from the essential operations of your business.
Your restaurant could make more money!
Most restaurant owners don't know how to grow their business. Let us teach you the right strategies.
