Social Media for Restaurants: A Practical Guide to Growing Followers and Orders
It’s probably fair to say that most operators know why they should use social media marketing for their restaurant.
With 73% of the US population active on social media, it’s one of the easiest ways to reach new customers, show off your food, and drive more direct orders—especially among younger generations who discover new restaurants by scrolling their feeds, not searching Google Maps.
But actually knowing how to use social media marketing to grow their business is where restaurant owners get stuck.
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Takeout isn’t just a convenience—it’s a powerful tool for building lasting relationships with your diners. But keeping diners engaged and coming back can be a challenge. In this guide, you’ll learn how to optimize your takeout strategy to encourage repeat business, increase direct orders, and strengthen customer loyalty.
Where do you start?
How do you turn followers into paying customers?
Which social media platform is the best fit for your restaurant?
How do you create content people actually want to see?
This guide answers those questions, breaking down social media marketing for restaurants into clear, practical steps.
In this article, you’ll learn:
- How to grow your following and build a strong social media presence
- The best way to choose the right social media platform for your restaurant
- Content ideas that stand out in a crowded feed
- How to turn followers into paying customers
Why Social Media Matters for Restaurants
As we’ve already established, most people have a social media account, which means you need to promote and advertise your restaurant where your target audience is already spending time.
The more consistently your restaurant shows up in their feeds, the more likely they are to stop by or place an order online.
This is the foundation of social media marketing for restaurants: staying visible, engaged, and relevant in your local market.
Here’s what makes it so effective.
Social proof and visibility in a crowded market
A consistent social media presence helps you stand out. When guests tag your restaurant, leave online reviews, or share their favorite parts about your restaurant, it builds social credibility and curiosity, especially for first-time diners deciding where to eat.
A consistent posting rhythm helps your restaurant show up more often and stand out. Aim to post at least 3–5 times a week to stay top of mind without overwhelming your audience. The key is to stay active enough that people don’t forget about you, but intentional enough that every post brings value.
A direct connection to your regulars and future fans
At its core, restaurant social media marketing is about connection. Replying to comments, reacting to stories, and engaging through direct messages turns casual followers into regulars.
It’s these small actions that create real relationships and get people talking about your restaurant.
It’s a cost-effective way to drive direct orders
Instead of relying solely on third-party apps, you can use social media to promote and guide potential customers straight to your own direct online ordering platform.
You can do this with a link sticker in Instagram Stories, links in your bio, and by pinning a post at the top of your feed so it’s the first thing people see when scrolling through your account.
And don’t be scared to mention how to order in your posts—repetition is how information sticks.
Choosing the Right Platforms for Your Restaurant
You don’t need to be everywhere. You just need to show up where it counts.
For most restaurants, that means focusing on the big three:
- TikTok
But how you use them (and which ones you prioritize) depends largely on your concept, target audience, and bandwidth.
Overview of Instagram, TikTok, Facebook
- Instagram: IG is your go-to for visuals. Think polished food photos, Reels showing off your vibe, and Instagram Stories to highlight daily specials or behind-the-scenes moments. If your plating is strong and your space is photogenic, this social media platform can do a lot of heavy lifting.
- TikTok: It’s all about personality over polish. It’s a place to be a little looser—show staff dancing, film a day-in-the-life, or jump on a trending audio. If you’re willing to experiment, TikTok can help you reach a much wider (and younger) audience organically.
- Facebook: The oldest of the top social media platforms, it doesn’t have the organic reach of the other social media platforms, but it’s still great for event promotions, community updates, and reaching older demographics. It’s also where many customers go to check your hours or browse your menu, so it’s worth maintaining, even if you don’t post often.
When to use all three vs. focusing on one or two
If you have the time or a team to maintain a presence across multiple platforms, go for it—but consistency matters more than coverage.
It’s better to do one or two well than to spread yourself too thin.
For many restaurants, starting with Instagram and Facebook offers a solid balance of reach and ease of use, while a high-energy concept targeting Gen Z might go all in on TikTok.
One of the larger benefits of starting with Instagram and Facebook is that they’re both owned by the same company, Meta.
This means you can link the two social media channels together so when you post on one, it automatically posts on the other platform—saving you a significant amount of time.
Matching platforms to your restaurant’s brand, audience, and goals
The right channel depends on what you serve, who you’re trying to reach, and what you want social media to do for your business.
A trendy coffee shop might thrive on TikTok by leaning into playful content and trending sounds, while a fine dining restaurant might find more success on Instagram with moody food shots and elegant Reels.
If your main goal is local community engagement, Facebook might be the most practical choice.
Start with your goals, then choose the platform that best supports them.
How to Build and Grow Your Following
You don’t need to go viral to grow your business—you just need to show up consistently with content that connects with your target audience.
Use these strategies to attract the right social media users and expand your reach over time.
Optimize your profile for each platform
Your restaurant’s social media profiles should be instantly recognizable, easy to navigate, and clearly branded.
Use a high-quality logo as your profile picture, write a short but compelling bio with a direct ordering link, and make sure your contact info, like:
- Name
- Address
- Hours
- Phone number
- Email address
— is accurate across all social media channels.
Hashtag strategy and geotagging to reach local customers
Use relevant hashtags to help people discover your restaurant. Use a mix of branded hashtags (like #YourRestaurantName), local ones (like #LAeats or #ChicagoFoodie), and popular food tags.
Don’t forget to geotag (a simple way to share your location) your posts—it boosts visibility to potential customers searching in your area.
Collaborate with local influencers and food bloggers
Partnering with trusted creators in your local community can instantly expand your reach. A single reel or post from a local foodie can introduce your restaurant to hundreds (or thousands) of highly engaged, local followers.
This kind of influencer marketing is most effective when there’s a specific hook, like an exclusive discount or a giveaway their followers can enter, so the content doesn’t just get attention, it drives action.
View this post on Instagram
Run giveaways and promotions to increase visibility
If you want more engagement, give people a reason to participate. Ask followers to tag a friend, share a post, or follow your account for a chance to win a free item or meal.
These simple contests can give your content a major boost and attract new followers in your area. You can even host social media contests around holidays or special events.
Use paid promotion strategically to amplify key content
Boosting high-performing posts or running paid social ads around new menu drops or events can dramatically increase your reach.
Start with a small ad spend and test what works before scaling.
Platforms like Instagram and Facebook make it easy to target by location, interests, or even people who’ve interacted with your business page before.
The key to steady growth is steady engagement.
74% of diners say they’re more likely to visit or order from a restaurant because of consistent engagement—so replies, comments, and direct messages need to be a part of your daily restaurant social media marketing strategy.
Creating Content That Gets Attention
How people scroll is brutal—if your content doesn’t grab their attention in the first second or two, they’ll swipe right past.
If you want people to stop and engage, you need to show them something real, relevant, or worth talking about.
The most effective social media marketing strategy includes a mix of content types that reflect your brand, highlight your food, and invite people into your story.
Here are several quality content ideas that consistently drive reach and interaction.
Behind-the-scenes stories and kitchen moments
People love seeing what happens beyond the dining room. Show prep work, plating, daily processes, or even the controlled chaos of a dinner rush.
These behind-the-scenes glimpses humanize your brand and help followers feel like insiders.
Highlight staff and celebrate regular customers
Introduce the people behind the food. If you’re lucky enough to have someone on staff with a great, outgoing personality, use them consistently, and followers will search out their next appearance in a social media posts.
These quick shoutouts to staff and loyal guests create an emotional connection and boost customer loyalty. Plus, people love sharing posts they’re featured in, which helps expand your reach organically.
How to source and share user-generated content
Encourage diners to tag your restaurant in their photos or Stories, then reshare that user-generated content (with permission, of course).
Thank them in the comments, and prompt others to share by mentioning it in the captions, or in person with table signage, like “Tag us to get featured!”
Showcase your most popular dishes and new menu drops
Restaurants are so fortunate that what they sell (food) is already so visually appealing. Your dishes are your greatest asset—so use them.
High-quality food photography of irresistible items consistently outperforms almost any other content. Use Instagram Stories, Reels, and carousel posts to spotlight what’s new or popular.
Just be sure to include a call-to-action like “Come try it this weekend” or “Order online now.”
Incorporate seasonal trends, local events, and community involvement
Make your restaurant’s social media feel timely and connected by joining conversations that are already happening.
Post about local events, seasonal specials, or partnerships with nearby small businesses to show you’re engaged with the local community.
It shows you’re active and invested—plus it makes your content feel more relevant, widening your reach and boosting credibility.
A great mix of content keeps your feed fresh and entertaining, making it more likely that followers will engage and eventually convert into paying customers.
Platform-Specific Tips and Tactics
Every social media platform has its strengths and weaknesses, and knowing how to tailor your content to each one will help you reach the right target audience and make the most of your restaurant marketing strategy.
Instagram: Reels, Stories, and a Feed That’s Clean and Scroll-Worthy
Instagram is one of the best social media platforms for restaurants because it’s visually based, making it super easy to share pictures and videos of your food. As the saying goes, we eat with our eyes first, and IG is perfect for showing off your dishes.
Use Instagram Stories for daily specials, polls, and behind-the-scenes clips. Reels are great for short videos that show off your food, your team, or your vibe.
Ensure you take advantage of Instagram Highlights. They’re a great way to give people a quick overview of your restaurant right from your profile. Create highlights for your menu, food stories, customer reviews, behind-the-scenes moments, or any seasonal promos. It’s like a mini website for your restaurant, all within Instagram.
To keep your feed looking clean and consistent, use similar lighting, angles, or filters in your grid images and avoid cluttered or low-quality photos.
First impressions matter, especially when people are deciding where to eat.
Pro Tips:
- Use relevant hashtags and location tags on every Instagram post
- Pin a post with ordering info or your best-selling item
- Share guest tags and reviews to build social proof
For example, BienMeSabe nails the visual vibe of Instagram with a scroll-worthy grid and mouthwatering food content that show off their bold flavors and vibrant energy. Their Highlights make it easy for new visitors to explore their menu, vibe, and location in one tap.
TikTok: Short-form storytelling, challenges, and food trends
TikTok moves fast, but it’s full of opportunity and thrives on authenticity and personality.
Show how a dish is made, let a staff member narrate their favorite meal, or jump on a trending audio.
Trending sounds are a great way to tap into what’s already popular, giving your content a chance to go viral and connect with a larger audience.
You don’t need a film crew and you definitely don’t need to overthink it—just be real. This is where your restaurant’s fun, casual side should shine. It’s a powerful way to reach potential guests who would’ve never found you otherwise.
Pro Tips:
- Leverage food trends and local hashtags
- Film “first bite” reactions or plating montages
- Use text overlays and voiceovers to make short videos more informative and fun
2AM Project’s post below is a perfect example of how TikTok can turn a restaurant moment into a shareable story. With personality-driven narration and tasty visuals, it shows how short-form content can build hype and drive discovery all without feeling like an ad.
@2amproject will always leave a good taste in your mouth #fypシ゚viral . #2amproject #2amproj #baltimore #balimoremaryland #baltimoremd#baltimorefoodie #baltimorefood #latenighteats #munchies #seafoodboil#baltimoremunchies #bmorefood #doordash ♬ original sound – dylansmovin
Facebook: Event promotion, updates, and community engagement
As we mentioned earlier, Facebook doesn’t have the organic reach of TikTok and Instagram, but potential customers still use it all the time for finding information, especially if your audience leans on the older side or your restaurant hosts events.
Use it to share specials, promote events, and build ties with your local community. It’s also great for answering FAQs and posting updates that might not make it to your other social platforms.
Pro Tips:
- Use Meta Business Suite to schedule posts in advance
- Post Facebook Events for special nights or holiday menus
- Respond to comments and reviews quickly to show you’re active
For example, The Lost Bean uses Facebook to tap into local community love, whether it’s spotlighting seasonal specials or sharing values that resonate with their guests. It’s a solid reminder that Facebook still matters especially when your restaurant is part of a tight-knit neighborhood.
Maintaining a Consistent Voice and Posting Rhythm
Consistency is what separates successful restaurant social media accounts from the ones that never show up in followers’ feeds.
Social media platform algorithms prioritize what’s recent and relevant—meaning a post you made three weeks ago won’t do much for the people scrolling on their phones today.
But posting regularly is only half the equation.
You also need consistency in your voice and tone so that your content feels familiar, recognizable, and true to your brand, whether someone’s seeing it for the first time or the fiftieth.
Define your brand voice
Your tone should match your restaurant’s personality.
Are you playful and casual?
Polished and upscale?
Local and community-driven?
Define your brand voice and stick with it across your social media posts, captions, comments, and videos. Consistency builds familiarity and trust.
Create a simple content calendar for consistency
You don’t need to post every day, but you do need a plan.
A basic weekly content calendar keeps you organized and ensures you’re hitting the right mix of food photos, promos, and behind-the-scenes content.
This helps build a more consistent presence over time.
Use scheduling tools to save time and stay visible
Tools like Meta Business Suite can help you batch and schedule posts ahead of time, so you’re not scrambling to post during a dinner rush.
This can make social media management significantly easier and help you keep your posting momentum on track.
Now that you’ve picked the social media platform that’s the best fit for your restaurant, and you’re consistently posting killer content, there’s one big question left: how do you turn those followers into paying customers?
Turning Followers Into Paying Customers
Likes and comments are great, but the real goal of social media marketing for restaurants is simple: get people to visit or place an order.
Here’s how to turn online engagement into real-world sales.
Put a link in your bio and drive customers to your online ordering page
Start by making your social media page ridiculously easy for people to place an order.
Use tools like Linktree or direct website links in your Instagram and TikTok bios to drive traffic to your direct online ordering platform.
On Facebook, make sure your business page has a visible call-to-action button—like “Order Food” or “Start Order.”
Use “Order Now” CTAs in captions and Stories
Don’t assume people know what to do next.
Add clear calls to action like “Order now,” “Try it today,” or “Tap the link in our bio” to your social media posts and Instagram Stories to gently prompt followers to take action.
Make it clear, easy, and timely.
Highlight limited-time offers and menu specials
Urgency gets people off the fence. Promote limited-time items, happy hour deals, or seasonal specials with eye-catching images and short videos.
This kind of time-sensitive content performs well across most social media platforms and drives higher conversion.
Retarget engaged users with social ads
Platforms like Facebook and Instagram allow you to run paid social ads targeted to people who’ve already viewed your profile, interacted with your social media campaigns or visited your site.
Even a modest ad spend can lead to measurable increases in direct orders because you’re not targeting a cold audience.
Once you’ve got content driving clicks and orders, the next step is knowing what’s actually working and how to improve it.
Measuring What Works and Adjusting Your Strategy
One of the great things about restaurant social media marketing is that each platform comes with built-in analytics, so you’re not left wondering what works and what needs to be cut.
Here’s what you should keep an eye on:
Key social media metrics to track
Likes and shares are great, but alone, they’re not giving you the complete picture of your social media marketing performance.
Here’s a list of metrics to watch:
- Reach (how many people saw your post)
- Engagement (likes, comments, shares)
- Click-throughs to your website
- Conversions like online orders or reservations
These numbers tell you if your social media posts are helping move your potential customers from followers to paying customers.
Test different types of content and timing
There’s no perfect formula, just patterns. If this is your first time posting content on social media, be aware that it might take a while to find your style, voice, and tone.
Experiment with content formats (Reels vs. photos), posting times, and CTAs.
Even small tweaks, like changing the caption style or testing a different day of the week, can reveal insights that help shape a more effective social media strategy.
Staying curious and adjusting your approach is how good social media marketing becomes great. Keep trying new formats and track what connects with your followers.
Frequently Asked Questions About Social Media Marketing for Restaurants
What’s the best platform for restaurants just getting started?
Instagram is usually the best place to start. It’s visual, widely used, and gives you access to tools like Instagram Stories, Reels, and direct messaging. For most restaurant owners, it’s the easiest social media platform to manage without a huge learning curve. You can also connect it with your Facebook account, so when you post on Instagram, it syncs the same post on Facebook.
How often should a restaurant post on social media?
Aim for 3–5 times a week per platform to stay visible without burning out. If you can’t post that often, focus on quality over quantity and use scheduling tools to maintain a consistent presence.
How do I get customers to tag or share my restaurant?
Encourage it in your captions, Stories, and in-person with signage, like “Tag us in a post!”. Reshare user-generated content when guests tag you—it makes them feel appreciated and encourages others to do the same. You can also host social media contests or giveaways for even more visibility.
What kind of posts actually lead to online orders?
Posts that show off your food, highlight limited-time specials, or include clear calls-to-action like “Order Now” tend to perform best. Make sure your link in bio or profile button sends people straight to your online ordering page.
Should I hire someone to manage my social media?
If social media management is falling off your plate, it might be worth it, especially if you’re juggling multiple locations or have the budget for a social media manager. But plenty of operators do it in-house using templates, scheduling tools, and a simple content calendar.
What to Focus On Moving Forward
Restaurant social media marketing works when you focus on two things:
- Consistency
- Engagement
Stay active, stay authentic, and stay focused on making it easy for people to discover and order from your restaurant. Do that well, and over time, your followers will turn into paying customers.
Contact ChowNow to learn how you can direct diners to a Direct Online Ordering System using social media.
Use Takeout to Drive Customer Loyalty
Takeout isn’t just a convenience—it’s a powerful tool for building lasting relationships with your diners. But keeping diners engaged and coming back can be a challenge. In this guide, you’ll learn how to optimize your takeout strategy to encourage repeat business, increase direct orders, and strengthen customer loyalty.
