Social media is one of the most powerful restaurant marketing tools available today… yet many struggle to see real results from their social media efforts.
The problem? No social media marketing strategy.
Rather than chasing trends and algorithm changes, restaurants need a focused, sustainable approach to social media marketing that builds brand loyalty and drives sales.
And with this step-by-step guide, that’s easier than you think!
In this guide, we’ll break down the foundational principles of a strong restaurant social media strategy, covering everything from platform selection and where to start to content creation and performance tracking.
The “Why” Behind the Guide
Our Beginner’s Guide to Social Media Marketing for Restaurants is for owners, operators, and managers who want to ramp up their social media marketing efforts but need more guidance on where (and how) to start.
Developed in collaboration with Deena McKinley — the Managing Partner and Founder of Maverick Marketing Solutions, LLC — this guide will take you through all things social media marketing, including:
- The basics of social media marketing for restaurants
- High-level strategies to guide your social media marketing
- Best practices to follow with your restaurant’s social media marketing
- How to engage your audience and build community through social media marketing
…with pro tips, real-life examples, and suggestions along the way.
Let’s get into it!
Getting Started: The Basics of Social Media Marketing for Restaurants
Should every restaurant be on social media?
Yes, every restaurant should be on social media — as long as they’ve got a clear purpose.
Social media is a powerful tool for restaurants to generate brand awareness, encourage customer engagement, and drive sales.
But if your restaurant doesn’t have the resources to maintain an active presence on multiple social media platforms, it can be better to focus on a few core channels instead. Posting consistently on a few core channels is often better than spreading yourself too thin across every platform and struggling to maintain quality, relevance, and momentum.
Who should look after social media marketing for restaurants?
Whether your restaurant runs its own social media accounts or outsources it to an agency depends on your resources.
In-house social media management can work well if your restaurant has a dedicated team member with marketing experience.
Outsourcing to a social media marketing agency can provide professional expertise and consistency, particularly for restaurants with multiple locations.
A hybrid social media marketing approach can work for restaurants with an internal team able to handle day-to-day content. Then, you can look to external agencies for higher-level strategy and ad management.
Which restaurants should manage social media marketing in-house?
For independent restaurants, social media can be managed by an owner, operator, manager, or team member with a deep understanding of the brand (and time to spend on social media).
For larger restaurant chains, having a dedicated social media manager (or multiple) is ideal.
Where to start when it comes to social media marketing for restaurants?
I recommend three steps to restaurants just getting started with social media.
Step 1: Start with a single platform
Running your restaurant’s social media takes time… and that time multiplies for every social media channel you use. Start by focusing on a single platform — like Instagram for visual content or Facebook for local reach — and build out your social media from there.
Step 2: Develop a high-level strategy
The key to a strong social media presence is consistency. As you’re figuring out your first social media platform, start preparing a multi-platform strategy. That way, when you’re ready to expand to a second (or third or fourth) platform, you’ll know exactly what to do and how to do it.
Step 3: Optimize with scheduling tools
Whether your restaurant is on one social media platform or four, leveraging tools like Meta Business Suite and Later can streamline the process. Scheduling posts ahead of time, getting help with captions, and posting on multiple platforms at once is easier when it’s all done using the same optimized tool.
Social Media Marketing Strategies for Restaurants
What are the key components of a successful social media marketing strategy for restaurants?
A successful social media marketing strategy for restaurants has six key components.
1 — Clear brand positioning
Get super clear on the “why” behind your restaurant’s social media. What kind of things will you post about? What “vibe” will you give off? What do you want people to gain from your content?
2 — Consistent brand voice and visuals
Once you understand your “why,” determine how you’ll execute it through brand voice and visuals. There’s no right or wrong way to do this. Just make sure it’s authentically you!
3 — Engaging content mix
Keep your audience engaged by posting a range of different content. Share product promotions, behind-the-scenes looks, opportunities for community engagement… variety is key!
4 — Regular posting schedule
Posting on random channels once in a blue moon won’t do anything for your restaurant’s online presence. Follow posting recommendations for the channel you’re using (more on that later).
5 — Proactive engagement with followers
Don’t just wait around for likes and comments. Proactively engage with your followers by asking questions, commenting on their posts, and prompting conversations in Stories.
6 — Tracking key performance metrics
The only way to grow your restaurant’s social media? Try things out, check your performance metrics, then use what you’ve learned to adjust and try again. (More on this later, too!)
Which social media platforms are most effective for restaurants?
There are tons of different social media platforms that work well for restaurants.
But what makes one platform the “best” for your restaurant? Well, that depends on what you want to achieve!
| Social Media Platform | What the Platform is Best For |
| Instagram and TikTok | Visuals and photosInfluencer collaborationsShort-form video content |
| Local promotionsEvent promotionsCustomer engagement | |
| X (Twitter) | Real-time updatesCustomer service |
How should a restaurant define its brand voice and identity on social media?
The way you show up online — A.K.A. your restaurant’s brand voice and identity — should reflect your restaurant’s atmosphere, value, and overall “vibes.”
Are you playful and fun? Are you high-end and serious? Are you laid-back and friendly?
Find a way to show up that feels authentic, then use it consistently across every social media platform you use.
→ Pro Tip: For more info on building a brand voice, this guide from Hootsuite is a great resource!
Social Media Marketing Best Practices for Restaurants
How often should a restaurant post on social media?
How often your restaurant should post on social media depends on the platform you’re using.
These are my recommended post cadences for the most popular social media platforms.
- Instagram & TikTok posts: 3-5 times per week
- Facebook posts: 3-4 times per week
- Stories/Reels: Daily engagement is ideal
→ Pro Tip: If you can’t keep up with daily Stories or Reels, try to post at least 3 to 4 a week. You can film multiple Stories or Reels at once (called “batching content”) to make things easier!
What types of content should restaurants prioritize?
Several tried-and-true content types work really well for restaurant social media.
| Content type | Ideas/examples |
| Seasonal promotions | Dairy Queen: Summer Blizzard Treat MenuKrispy Kreme: Easter donutsChick-fil-A: Smokehouse BBQ Bacon Sandwich |
| Behind-the-scenes content | Starbucks: What I wrote on cups todayKFC: First bite reactionCheesecake Factory: Asian cucumber salad |
| User-generated content (UGC) | Rook Coffee: Explain this feeling to another stateWendy’s: Partnership with Connor Wood (@fibula)Panera: Partnership with Grace O’Malley (@gracekomalley) |
| Menu highlights/new dishes | John Kyle: Crème Egg Latte-EspressoMucho Burrito: Grilled ChickenMcDonald’s: McCrispy Strips |
| Community engagement/local events | Chipotle: Hockey jersey BOGOiHOP: Month of Giving Texas Roadhouse: Tinnitus Awareness Week |
What content formats work best?
Five content formats work especially well for restaurant social media.
1. Short-form videos
2. High-quality food photography
3. Polls/Q&As
4. UGC reposts
5. Long-form, blog-style posts
Engagement & Community Building Through Restaurant Social Media Marketing
How can restaurants create genuine connections beyond just promotions?
Using social media is a great way to foster genuine connections and relationships with your restaurant’s audience. Here are a few ideas to take your social media connection-building to the next level.
- Reply to comments and DMs promptly
→ Pro Tip: Buy yourself some response time by setting up FAQs and auto-replies on Meta!
- Share customer stories and experiences
- Engage with local influencers and food bloggers
- Host social media-exclusive giveaways
→ Pro Tip: Check out tools like Shortstack, Agorapulse, and SweepWidget to make hosting giveaways a lower lift for your team!
What strategies encourage UGC?
There are three top strategies for encouraging your audience to create (and share) UGC.
1. Branded hashtags
A branded hashtag alone won’t drive UGC…but actively promoting a branded hashtag will. Try hashtags for specific contests (e.g. #MadeReadyDuet) or a tried-and-true menu item (e.g. #TenderTuesday), and see how it motivates your audience to join in the UGC fun.
2. Social media contests
Hosting a social media contest is one of the best ways to encourage your audience to create UGC, especially when there’s a highly desirable prize at stake. A super easy way to do this is to host a photo contest, for example.
3. Featuring customer content on restaurant pages
If people are already making content about your restaurant, start reposting it! This will signal to other followers that you’re willing to repost UGC, encouraging them to make their own and possibly get reposted, too.
How can restaurants repurpose content across social media platforms without losing authenticity?
Reposting content across social media platforms is a simple way to save yourself time and effort… but sometimes it can come across as inauthentic if it’s not done strategically.
Here are a few ways to repurpose content between different platforms and formats.
- Turn a blog post into an Instagram carousel
- Post TikToks on Instagram Reels (or vice versa)
- Convert customer testimonials into a Facebook post
Remember: different social media platforms are good for different things.
Make sure you’re repurposing across platforms with similar features and goals!
→ Pro tip: ChatGPT is a great tool for quickly repurposing content, especially if you’re running your restaurant’s social media solo!
How should restaurants handle negative reviews or criticism?
Nobody enjoys getting negative reviews or criticism, but it’s important to respond to them (no matter how much you may not want to).
To make your next negative review easier to respond to, keep these three tips in mind.
1. Respond professionally and promptly
Negative feedback can feel personal, but it’s not. Separate yourself from the criticism, look at it objectively, and stay professional. The faster you can respond to negative feedback, the better!
2. Offer a solution when possible
Responding to a negative review is good, but offering a solution to one is even better. Invite customers back to give your restaurant another chance with a coupon or free dessert.
3. Take the conversation offline for conflict resolution
If a negative review escalates into conflict, take it offline. Conflict resolution doesn’t need to be done publicly (and online conversations are often misconstrued). Offer a phone call instead.
Measuring the Success of Social Media Marketing for Restaurants
What metrics can you use to measure success?
Social media has several metrics you can use to measure your content’s success.
- Conversion rate: the number of people who completed the desired action from your content
- E.g. How many people subscribed to your restaurant’s email marketing after you promoted it on Facebook?
- Sentiment analysis: a process that helps you understand how your audience perceives your restaurant
- E.g. How many people left positive comments on your post announcing a new menu item? What about negative comments?
- Customer retention: your restaurant’s ability to keep customers around for an extended period of time
- E.g. Is your follower count going up (i.e., you’re gaining more followers than you’re losing), or is it going down (i.e., you’re losing more than you’re gaining)?
- Repeat engagement: your restaurant’s ability to get customers who engage consistently/more than just once
- E.g. How many people entered your latest Instagram giveaway? How many of those people also entered the last one?
What tools help track social media performance?
There are multiple ways to track social media performance depending on which platform(s) your restaurant uses.
- Craver tracks social media-driven mobile app sign-ups
- Google Analytics tracks website and campaign tracking
- Meta Business Suite shows Facebook and Instagram analytics
Can restaurants track if social media drives real sales?
Yes! Restaurants can use specific tools and features to track sales generated by social media, including:
- QR code opens from posts and Stories
- UTM tracking links in your social media bio
- Promo code use from specific social platforms
How to know if your restaurant’s social media marketing strategy is working?
- Growth in engagement rates (not just followers)
- Increase in in-store visits driven by social media promotions
- More direct messages, website clicks, and online orders
Common Mistakes & Pro Tips When it Comes to Social Media Marketing for Restaurants
Common mistakes restaurants make with social media marketing
These are the top four mistakes restaurants make when posting on social media (with solutions to help you avoid the mistakes in the first place!).
1 — Posting without a strategy or consistency
Solution:
Prep your social media strategy before you start posting so you can hit the ground running. Pay attention to the suggested post cadences for each social media platform too, because “consistency” means different things on different platforms!
2 — Ignoring comments and messages
Solution:
Responding to comments and messages is part of being on social media. Set up a process to make sure every comment and message gets responded to ASAP. Auto-replies can help with this, but make sure you actually respond, too.
3 — Focusing only on promotions and sales
Solution:
Keep your content varied to maximize your audience’s interest. Sprinkle promotions and sales throughout other content like behind-the-scenes looks, seasonal updates, and UGC. Discounts shouldn’t be all you post about!
4 — Using low-quality visuals
Solution:
If you’ve got the budget for it, you can hire a food photographer to take high-quality photos of your menu items. If you don’t, that’s okay! Follow these DIY food photography tips to take your own high-quality food photos.
Pro tips for restaurant social media marketing success
1 — Stay agile and adjust to trends without losing brand identity
Social media is a great tool, but it’s not a consistent one. Things change on social media daily, so be prepared to pivot and adjust to trends as they pop up — because they will. Stick to your brand identity and you’ll be just fine!
2 — Test different content formats to see what resonates most
You wouldn’t put a new dish on your menu without testing it out first, right? The same thing applies to your restaurant’s social media content. Test things out, see how they perform, then adjust your strategy accordingly.
3 — Encourage engagement with questions and interactive content
Most of your restaurant’s social media posts will be about your restaurant (of course), but don’t forget to loop in your audience, too. Encourage engagement with questions and interactive content like Q&As or polls.
4 — Use Craver to streamline mobile ordering and track social media-driven sales
Whether your goal is to ramp up mobile ordering or track sales from social media posts, Craver can help you do both. Stay on top of social media analytics with Craver’s admin panel to make sure your content always delivers.
