TikTok Marketing For Restaurants: How To Turn Views Into Online Orders
Most restaurant operators who leverage social media marketing avoid using TikTok because they feel it’s either too time-consuming, they don’t know how to turn it into real revenue, or they believe their diners aren’t even on the platform.
The reality is, with over 1 billion users worldwide and 170 million users in the U.S., TikTok marketing for restaurants is one of the few ways to still get massive organic reach and turn quick TikTok videos into paying customers.
Unlike traditional advertising, TikTok’s algorithm rewards creativity and relevance over budget, meaning you don’t need to hire a celebrity chef, have a massive followers count, or a Hollywood-sized budget to see TikTok success—you just need the right strategy to showcase your food, tell your story, and make ordering irresistible.
In this article, you will learn:
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.
- How to build a TikTok strategy that converts
- How to create engaging content that captures attention and drives online orders
- Posting tips and best practices for tracking and improving your TikTok marketing results
Why TikTok Matters for Restaurants
If you’ve marketed your restaurant on other social media platforms, you know that getting your brand noticed without paying for ads is a challenge.
If you post a short-form video on Facebook, you’ll only reach about 2.6-5.2% of your audience, while on TikTok, that same video can reach 25-30% of your followers.
That’s a huge difference, making TikTok one of the most cost-effective ways for the restaurant industry to connect with customers.
Food content thrives on TikTok thanks to its highly visual, short-form, entertainment-first style.
Close-up shots of menu items, behind-the-scenes prep, or quick recipe videos of a signature dish often outperform other types of posts because they’re instantly shareable and tap into what makes people hungry.
TikTok’s audience also skews younger, with the majority of TikTok users falling between 18–34. If your business caters to Gen Z or Millennials, this is where they’re spending their time.
Many TikTok users use the app as a local discovery tool, searching for where to eat, what’s trending, and which restaurants are worth trying.
By linking your website or ordering app in your bio—and reinforcing that link in voiceovers, captions, or on-screen text—you can turn that discovery moment into a direct order.
Building a TikTok Strategy That Converts
A strong TikTok strategy starts with clear goals, a recognizable brand personality, and storytelling that leads viewers to order. Focus less on chasing trends and more on driving meaningful actions.
Start by knowing exactly what your goals are with each post. Are you trying to:
- Drive online orders
- Increase foot traffic
- Grow brand awareness
- Promote a new menu item
Whatever your goal, don’t just chase TikTok trends for higher views; you need to have a plan.
Next, define the personality of your brand—whether that’s playful humor, lightly scripted skits, or bold, in-your-face energy make your content instantly recognizable to your audience.
Whatever it is, give it your own spin and reinforce it through recurring themes in your TikTok videos.
Storytelling is key. The restaurant industry thrives on connection, and TikTok is built for short, engaging stories that make viewers feel something. Try formats like:
- Staff spotlights that highlight your team’s personality
- Day-in-the-life clips that show the rhythm of your kitchen
- The inspiration behind your signature dishes or new menu items
And finally, think of your content as a funnel when making TikTok videos. The whole goal of the post is to inspire people to take action, so each portion of the video needs to connect with the next.
Your funnel (video) should flow like this:
- Show a menu item in a compelling way.
- Share the inspiration or what makes it unique.
- End with clear instructions on how to order direct, like a link in your bio or a prompt to use your app.
Set clear intentions before posting your TikTok video, and you’ll see greater success than chasing trends. It’s not about how many views you get—it’s about how many people you get to place an order.
Use Content That Captures Attention and Drives Action
Every TikTok video you post should do two things:
- Grab attention immediately
- Move viewers closer to placing an order
Follow these tactics when creating posts, and you’ll turn viewers into paying customers.
Start with a visual hook
Just like all social media platforms, you have only a few seconds to grab the attention of your viewer. Open your video with a close-up of menu items being prepped, plated, or pulled from the oven.
A strong opening is what stops people from scrolling and sets the tone for the rest of the video.
Pair with trending audio, but keep your content on brand
Audio is huge on TikTok and can be just as important as the visual aspect of your video; just make sure it still showcases what makes your restaurant unique. This could mean putting your own spin on a popular sound or adapting a TikTok challenge to feature your signature dish.
Guide viewers toward ordering
Every TikTok video should give customers a clear next step. Use examples, like:
- “Try this tonight—link’s in our bio.”
- “This week only—order through our mobile app for 15% off.”
- “Available exclusively through our website—don’t miss it.”
Reinforce the value of ordering direct
Remind people that ordering directly through your website or branded app supports your business more than third-party platforms. You can work this into captions, voiceovers, or even on-screen text while showcasing the dish.
Leveraging Local Creators and Community Engagement
Local TikTok influencers are creators with loyal followings who shape opinions in their niche. Collaborating with them is one of the fastest ways for your restaurant to reach new customers who live in your area. Because their audiences already trust them, their recommendations carry more weight than a standard ad. This kind of community engagement, where real people vouch for your restaurant, adds authenticity and drives more local orders.
Partner with local foodies and lifestyle creators
Search TikTok using location-based hashtags, like #LAfoodie or #DenverEats, or by cuisine type, then look for creators with strong engagement and a decent local following.
Their followers are already interested in going out, so your restaurant is a natural fit.
Give them an experience worth sharing
Invite them to your restaurant for a tasting, and have them document their entire experience, from discovery to first bite. The more authentic and engaging the video, the more likely their followers will be to check you out.
Finding decent influencers and setting expectations can be tricky if you’re not prepared. We suggested reading our Guide to Influencer Marketing for Restaurants so you’re thoroughly prepared.
Make tracking easy with links and hashtags
When possible, ask them to mention your website or mobile ordering app in videos, and provide them with trackable promo codes, links, or even unique hashtags for the campaign.
Hashtags work exceptionally well on TikTok because they can help you verify and track the reach of both influencer posts and any user-generated content that comes from them.
Reshare their content to build social proof
Reshare the video made by the influencer to your own account to build a connection and reinforce that other locals are enjoying your restaurant. This extends your organic reach while giving your audience new, entertaining content.
Posting Tips and Best Practices
TikTok success comes from having a plan and being strategic with every post. Sporadically posting videos only when you think about it doesn’t do much to encourage customers to visit your restaurant.
Post consistently
Aim for 1–2 high-quality TikToks each week to fit your schedule, then work up to 3–5 as you get more comfortable. Consistency keeps your restaurant on your audience’s radar and signals to TikTok’s algorithm that your account is active, boosting your reach.
Time your posts strategically
Post your content during high-intent times, like:
- Mornings before lunch (10 am to 11 am)
- Late afternoons before dinner (2 pm to 5 pm)
- Weekends
These are the most likely times that customers are searching for a place to eat. If your videos show up as new content while they’re scrolling, the timing feels perfect for them, and they’ll be more likely to act.
Use local hashtags
Include hashtags tied to your city, neighborhood, or cuisine to reach nearby TikTok users actively looking for somewhere to eat. Rotate in content that shows customers how easy it is to order through your direct online ordering system or mobile app.
Test different formats
Don’t be afraid to experiment with tutorials, voiceovers, and team features (like your chef, cook, server, or bartender) to see which formats drive the most clicks and engagement. Track your results, then double down on what works and refine your process.
Repost comments to boost engagement
When responding to a comment, try using the “reply with video” feature in the app. This not only answers their question directly, it also shows you value community interaction.
These “reply videos” often see higher views because they show your restaurant’s authenticity, and it encourages customers to engage with your content.
Tracking What’s Working (And What’s Not)
Monitoring how your marketing efforts are performing is huge for saving both time and money. TikTok’s Search Analytics is a feature that shows the exact keywords and search terms bringing viewers to your videos (like “best ramen near me” or “date night dinner”). This helps you understand what’s generating real traffic and without it, you could be sending out content that doesn’t connect with your customers.
Tracking the right metrics ensures your time on the platform is turning into real business results.
Look beyond likes
Likes and views are great, but the idea should always be to motivate people to act. Keep an eye on profile visits, website clicks, and increases in order volume through your direct online ordering system.
Use trackable promotions
Offer TikTok-exclusive deals, promo codes, and campaign-specific hashtags to see exactly how many customers are ordering from that piece of content. This is a simple way to verify which content is driving conversions.
Compare campaigns to sales data
During active TikTok campaigns, review your order data to find patterns. For instance, if your new food item video lines up with a sales spike, you know that’s content worth creating again.
TikTok Can Be a Reliable Marketing Tool for Your Restaurant
With the right strategies and techniques, TikTok marketing for restaurants can be a dependable marketing tool, giving you a steady stream of direct orders and loyal customers.
ChowNow’s commission-free ordering lets you set up and monitor promo codes so you can connect TikTok posts to real orders. Start tracking your impact and book a demo today.
TikTok Marketing for Restaurants Frequently Asked Questions
How often should my restaurant post on TikTok?
Post 1–2 high-quality TikTok videos per week to stay on your audience’s radar, and work up to 3–5 for maximum reach. Consistency signals to TikTok’s algorithm that your account is active, helping boost visibility.
Do I need professional equipment to get started?
No, your smartphone is enough to create great content. Just focus on good lighting, clear audio, and strong visuals to make your content pop. These factors matter more for audience engagement than expensive cameras or gear.
How can I get my videos in front of more local viewers?
Use location-based hashtags (e.g., #TorontoEats), join trending TikTok challenges, and collaborate with local TikTok creators or food influencers. This increases your visibility to nearby audiences who are more likely to visit or order from your restaurant.
How can I tell if TikTok is actually driving orders?
Create TikTok-exclusive discount codes like TIKTOK10 in your online ordering system, then compare redemption data with when videos are posted. Also check website analytics for visits coming from your TikTok bio link to measure direct traffic.
How do I link my ordering page on TikTok?
Switch to a TikTok Business Account, then add your restaurant’s website or ordering page in your profile bio. Mention this link in your videos, captions, and on-screen text to drive customers to order directly from you.
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.
