Instagram for Restaurants: 10 Proven Tips to Grow Your Business

Instagram is where your diners are spending their time. With over 2 billion active users, it’s one of the most powerful tools you can use to grow your restaurant.

Almost 50% of diners say they’ve visited a restaurant for the first time after seeing it on Instagram, and 60% of users have discovered new products or services there.

Every scroll is a chance for someone new to find you, and every photo is an opportunity to stay top of mind.

Whether you’re just starting out or looking to sharpen your strategy, these 10 tips will help you turn Instagram into a reliable marketing channel for your restaurant.

In this article, you’ll learn:

• How to set up and optimize your Instagram page so diners can find and connect with you
• The basics of posting: high-quality photos, consistent branding, and regular content
• Smart ways to grow your reach using hashtags, location tags, and seasonal posts
• How to engage your audience through replies, contests, Story Highlights, and in-store promotions
• How to measure success with Instagram Insights and refine your strategy over time

Introduction to Instagram for Restaurants

If you’re a restaurant owner looking to grow, Instagram should be part of your business strategy, not just an extra task.

With over 90% of users following at least one business account, your page has the potential to connect with locals, build loyalty, and increase orders. Encouraging customers to follow your Instagram and share their experiences helps boost engagement and visibility.

Here are a few first steps to lay the groundwork:

• Set your goals. Do you want more online orders, more first-time visitors, or stronger loyalty? A strong social media strategy can guide your content and engagement.
• Understand your diners. Watch what your regulars post and which competitors get traction.
• Pick your voice. Define your brand voice, whether it’s bold, humorous, or refined, to shape the tone and personality of your Instagram content. A clear brand voice helps engage followers and differentiate your restaurant on Instagram by making your captions and engagement style consistent and authentic.

Once you’ve thought through your goals, audience, and voice, you’re ready to set up your profile so new diners can find you and returning customers feel connected.

Before You Start: Set Up Your Instagram Profile

Think of your Instagram profile as your digital front door. It should instantly show diners what makes your restaurant special and make it easy for them to take the next step.

Setting up your restaurant’s Instagram profile is easily managed through the Instagram app, which provides all the tools needed for businesses.

Start by:

• Choosing a profile picture that’s instantly recognizable, like your logo.
• Writing a short Instagram bio that highlights your cuisine, location, and unique style. Adding keywords such as Italian food, vegan menu items, or healthy salads helps your page show up in searches.
• Adding a direct link to your website or online ordering platform so followers can easily place an order or book a table.
• Switching to a business account to unlock analytics, category tags, and contact buttons.
• Creating Highlights to showcase your menu, events, or customer reviews, and maintaining consistent visual branding throughout your instagram profiles.

A well-optimized restaurant’s Instagram profile makes it easier for diners to find you and connect with your brand. Optimizing not only attracts diners but also helps Instagram’s algorithm promote your page to more potential customers.

Consistency matters here too: the more you share quality content and updates, the more visually appealing your page becomes. It’s also making followers more likely to stick around and eventually visit in person.

The Basics of Posting on Instagram for Restaurants

Always post your best and high quality images.

Your photos are often the first impression diners get of your restaurant. Make them count.

Share high-quality photos that show off your delicious food. Sharing high quality pictures of your dishes is essential to attract customers and make your food look irresistible. Let your passion shine through. Enthusiasm makes your posts feel authentic and engaging.

You don’t need to be a professional photographer to create attractive food photos for Instagram. With some effort and practice, anyone can improve.

Show your interior in a way that feels inviting, and feature your staff in moments that make people want to work or dine there. With 69% of millennials snapping pictures of their food for social media, every dish that leaves your kitchen is free marketing.

Use natural light, keep colors bright, and avoid blurry shots. Close up shots can highlight the freshness and details of your ingredients, making your food even more enticing. Pair your visuals with storytelling captions so your restaurant feels memorable. Here’s a handy food photography guide.

Be consistent with your Instagram content.

Your feed is your brand. If a diner stumbles on your page and sees a messy, inconsistent mix of posts, they’re less likely to hit “follow.” A well-curated restaurant’s Instagram feed can attract and retain followers by showcasing your food, ambiance, and customer experiences in a visually appealing way.

Consistency shows professionalism and builds trust. Posting three to seven times a week is ideal. It helps with visibility and creates anticipation among followers.

Keep your feed cohesive by choosing a consistent style, whether it’s a color palette, editing technique, or caption voice and sticking to it. Planning ahead will help you stay on track.

In addition, tailoring your content to the preferences of your Instagram audience to maximize engagement and ensure your posts resonate with your followers.

Post often for your potential customers.

Posting regularly doesn’t mean repeating yourself. Variety keeps your Instagram page lively and relevant. Exploring creative restaurant post ideas, such as sharing staff stories or using engaging captions, can help keep your content fresh and engaging.

• Share colorful photos tied to holidays, like a festive Christmas menu or a summer cocktail special.
• Use hashtags like #HolidayMenu, #SpringFlavors, or #SummerEats to connect with diners searching for seasonal ideas.
• Encourage user-generated content. Ask customers to tag your restaurant, then repost their photos. This builds authenticity and community while filling your feed with fresh content.

How to Keep Up With Posting Often on Your Instagram Page

It’s one thing to know you should post regularly, but it’s another to actually keep up with it. The secret is having a mix of content you can rotate through so you never run out of ideas.

Start with the basics: share high-quality photos of your most popular dishes, seasonal specials, or the unique atmosphere of your restaurant.

Consistently posting engaging restaurant Instagram posts, with attention to food presentation and lighting, can help attract new customers and retain existing ones.

Use visually appealing content to entice followers to visit your restaurant or engage with your posts. Diners want to see what they’ll experience when they walk through your door, so let your food and space do the talking.

Encourage your customers to get involved too. When someone tags your restaurant in a photo, that’s ready-made content you can repost to your own feed.

It builds social proof, keeps your page fresh, and shows diners you value their support.

Using Instagram Stories

Stories are perfect for quick, behind-the-scenes peeks that disappear after 24 hours. Show your kitchen in action, introduce team members, or give followers a sneak preview of a new dish.

You can also use polls and quizzes to ask for feedback, like which special diners want to see next week.

Posting to Stories daily helps keep your restaurant top-of-mind and creates a sense of real-time connection with your audience.

Additionally, you can use saved stories in your Instagram Highlights to permanently showcase important content, such as events, customer interactions, or restaurant details, making them easily accessible on your profile. Highlights are displayed at the top of your profile, so they appear prominently in your followers feeds, helping you showcase your brand, menu updates, and behind-the-scenes content.

Using Instagram Reels

Reels let you tell short, fun stories that stick around longer than a Story. With up to 60 seconds to work with, you can show off your chefs’ skills, highlight a new menu item, or take followers on a quick tour of your dining room.

Behind-the-scenes clips, like plating a signature dish or prepping for a busy night, make your restaurant feel human and relatable. Involving your staff in content creation can help boost your restaurant’s Instagram game and foster creativity, leading to more engaging and authentic posts.

Pair your Reels with relevant hashtags and tags for local foodies or influencers to boost discoverability.

Reels are also a great way to promote online ordering, announce upcoming events, or highlight limited-time offers. By adding them to your content mix, you keep your page lively and give diners more reasons to engage with you.

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Increasing Your Restaurant Instagram Marketing and Following

Always use hashtags.

Hashtags are how diners discover you, but don’t forget location plays a huge role in discovery too.

• Include your address or neighborhood in your Instagram bio so locals can find you easily.
• Always tag your restaurant’s location when posting. Showcasing your restaurant’s location in your posts can help attract diners interested in your specific area or neighborhood, and helps your content appear in local searches and on location-based Instagram pages.
• Team up with nearby businesses or local Instagram users to cross-promote. That way, you’ll reach new audiences who are already in your area and looking for a place to eat.

Pairing location with hashtags is one of the easiest ways to grow your following with the right diners and the ones most likely to walk through your door.

Interact with people.

Instagram isn’t just about posting, it’s about connecting. When someone comments on your post, reply. When a customer tags you, like their photo or share it to your Stories. Restaurant owners who actively engage with their audience on Instagram can build stronger relationships and improve customer loyalty.

This interaction shows diners you care, and it boosts your visibility at the same time. Engaging with your audience not only increases your reach but also helps turn followers into loyal customers.

Post at strategic times.

Timing matters. If you post when your audience is asleep, you won’t get the traction you want.

With a business account, you can see exactly when your followers are most active. Many restaurants see better engagement in the evenings or on weekends, but your Insights will give you the clearest answer.

Scheduling tools like Planoly can help you plan posts in advance so you don’t miss the right window.

How to Further Grow Your Instagram Followers

Getting more followers doesn’t just come from posting online, it often starts inside your restaurant.

Promoting your restaurant’s Instagram account both in-store and online is essential to maximize visibility and engagement.

Highlighting your restaurant’s location in your Instagram content can connect with local diners and showcase your unique setting, making your dining experience more appealing.

The easier and more rewarding you make it for diners to connect with your Instagram, the faster your audience will grow.

Promote your handle everywhere

Add your Instagram handle to menus, receipts, takeout bags, table tents, and signage. Even a small sign at the counter works. The more places diners see it, the more likely they are to follow.

Give diners a reason to follow

Sweeten the deal with small incentives. Offer a free dessert, a discount on their next visit, or entry into a raffle if they follow you or tag your restaurant in a post. Little perks turn casual visitors into loyal fans. Train your staff to mention your Instagram. Even a quick reminder can make a difference.

Make it easy online

Don’t stop at in-store prompts. Use features like the “swipe-up” link in Stories (or a link in bio) to send followers straight to your menu, online ordering page, or reservations. The fewer steps it takes, the more likely they are to take action.

Back it up with Story Highlights

When new diners check out your Instagram profile, they should instantly get a sense of what makes your restaurant special.

Use Instagram Story Highlights to save your best content like recipe testing, customer reviews, or must-try menu items. Keep them updated with fresh cover images and clear titles so each highlight stands out.

Stay consistent

Remind customers regularly and keep your incentives fresh. Over time, your Instagram following will grow into a loyal community that supports your restaurant both online and in person.

Boost Visibility with Instagram Ads, Contests, and Community

Run Instagram Ads.

If you want to reach more local diners, ads are a smart move. Instagram Ads let you target people nearby, even if they’ve never heard of you.

Paid advertising on Instagram can significantly expand your reach and accelerate growth for your restaurant by connecting you with a wider, targeted audience.

The best part? You can set them up right from your phone.

Pair an appetizing photo with a short caption and let Instagram do the work. Ads don’t need a big budget to be effective, and they’re a great way to complement your organic posts.

Introduce contests or campaigns like a food photo competition.

Want to create some buzz? Try running a contest.

Giveaways, caption challenges, or “tag a friend” campaigns all encourage diners to interact.

For the restaurant business, contests and campaigns are effective marketing tactics to engage customers and build community. These strategies can directly contribute to boosting restaurant sales by encouraging customer participation and repeat visits.

You can also use Instagram campaigns to promote your weekly specials, creating urgency and boosting engagement by attracting customers with limited-time deals.

In addition, build engagement by reposting customer content and giving them a shout-out. Not only does it make your customers feel valued, but it also builds community around your restaurant.

Tracking Your Success with Instagram Insights

Use Insights to refine your strategy

Instagram Insights is your cheat sheet for what’s working.

With Insights, you’ll see which posts, Stories, and Reels perform best, when your followers are most active, and what type of content drives orders.

If you run ads, Insights will also show impressions, clicks, and conversions so you know if your money is well spent.

Review this data regularly and adjust. The more you lean into what works, the more Instagram will reward you with visibility.

Real-World Inspiration: Restaurant Instagram Success Stories

Need proof this works? Look at how these ChowNow restaurant partners use Instagram to grow.

• Sweet Tomatoes Pizza (Massachusetts): They use Instagram’s Order Food button to make ordering seamless and share behind-the-scenes posts that build authenticity and trust.

• Shane’s Rib Shack (Glendale): Posting almost daily and spotlighting happy customers keeps their feed active, personal, and top-of-mind for diners.

• Upthai (New York): Their feed stands out with high-quality, vibrant food photos that make every dish look crave-worthy.

These examples show that with consistency and authenticity, any restaurant can see real results on Instagram.

Turning Instagram Into Growth for Your Restaurant

Instagram can be a growth engine for your restaurant when used with intention. By setting up a strong profile, sharing high-quality content, and using Insights to refine your strategy, you’ll turn Instagram into more than just a social feed. It becomes a tool to build loyalty and drive sales.

The best next step? Make sure the link in your Instagram bio sends diners straight to your restaurant website, where they can browse your menu and place direct online orders. That way, every post and Story you share has the power to turn followers into paying customers.

Want help setting it up? Speak with a ChowNow expert today to create a restaurant website designed to convert your Instagram traffic into loyal, repeat diners.

Instagram for Restaurants: Frequently Asked Questions

Why should my restaurant be on Instagram?

Instagram is where diners go to discover new places to eat. By posting high-quality food photos and using features like Stories and Reels, you can showcase your menu, connect with local customers, and drive more orders.

How often should my restaurant post on Instagram?

Most restaurants see results by posting at least a few times per week. Aim for once a day if you can keep up with it. The goal is consistency so diners know you are active and Instagram’s algorithm keeps showing your content.

What photos should my restaurant post on Instagram?

Post photos that make your food look irresistible. Share bright shots of your signature dishes, your dining room when it is lively, and your staff in action. Authentic photos that reflect your brand usually perform better than staged ones.

How do hashtags help restaurants on Instagram?

Hashtags make your posts easier to find. Using hashtags like your cuisine type and city (for example #tacostoronto or #bestburgersnyc) helps local diners discover you. Creating your own restaurant hashtag also encourages customers to share their experiences.

How can my restaurant get more engagement on Instagram?

Engagement grows when you treat Instagram like a conversation. Reply to comments, like customer posts, and reshare their photos. Running small contests or asking fun questions in captions can also spark more likes and comments.

What is the best time for restaurants to post on Instagram?

The best time depends on when your followers are online. With a business account, Instagram Insights shows you peak activity times. Many restaurants find evenings and weekends work best, but checking your own data gives the clearest answer.

Should my restaurant run Instagram ads?

Yes, even a small ad budget can go a long way. Instagram Ads let you target local diners with simple food photos and short captions. Ads are a cost-effective way to reach new customers and drive online orders.

How do I promote my restaurant’s Instagram account offline?

Make it easy for diners to follow you. Add your Instagram handle to menus, receipts, and takeout packaging. Ask your staff to remind customers. Even offering a small incentive, like a discount for following, can bring in long-term followers.

How do I know if my restaurant’s Instagram is working?

Use Instagram Insights to track your progress. You can see likes, comments, reach, and even when your followers are most active. Insights also show which posts lead to online orders so you know what type of content drives sales.