Learn about the benefits of social media for your restaurant, which free platforms are available to you, and more.
Ruth Gruber
May 2, 2024
Hospitality Know-how
Have you finally created the perfect dish and want the world to know about it? Then welcome to the social media stage!
A well-thought-out social media marketing strategy can help your restaurant stand out from the competition, attract new customers, build awareness, and increase overall customer loyalty.
In this article, we will introduce you to the top social media channels for the restaurant industry and show you which tools you can use to market your restaurant. We will also give you 5 effective tips on how to take social media marketing to the next level in your business.
- Selecting the ideal social media platforms for your restaurant
- Explore dynamic marketing tools for your restaurant
- 5 Tips to help you master the social media game
- Social media: inspiring success stories
- Elevate your hospitality business with social media marketing
Selecting the ideal social media platforms for your restaurant
The benefits of social media for the hospitality industry are clear, regardless of whether you run a restaurant, café, or bar: not only are these platforms free, but they also offer restaurateurs a huge reach.
With 72.5 % of the U.S. population actively using social media, you can see how important these channels are to your marketing strategy. If you're not already using them, it's time to take your marketing campaign to the next level.
Google My Business
With Google My Business, you can create a virtual business card for your restaurant and be found more easily on search engines. Showcase your restaurant with up-to-date information such as opening hours, address, phone number, your website, your actual menu, and attractive photos. This will help you attract more customers and get reviews.
Instagram has become a key component of social media marketing strategies for restaurants. In the United States alone, users aged 18 and older spend an average of 33.1 minutes per day on the platform across all devices.
Instagram offers restaurateurs a multi-faceted approach to engage with your audience. Not only can you tantalize taste buds by sharing images of your dishes, but you can also effectively convey the welcoming ambiance of your establishment.
Instagram Stories provide an opportunity to offer behind-the-scenes glimpses, announce special events or promotions, and actively involve followers in the restaurant's narrative. Use relevant hashtags and encourage interactions with other users to increase visibility and cultivate a vibrant, engaged community through the power of social media marketing.
When it comes to social media platforms, Facebook stands out as a top choice, offering invaluable benefits for restaurants of all kinds. Create a Facebook business page for your restaurant and regularly share posts, photos, and videos to reach your potential guests.
On Facebook, you can run contests, polls, or live events to encourage interaction and connect with your guests. You can also reach new customers and increase your reach with targeted advertising.
There is also an option to automatically sync between Instagram and Facebook to share content efficiently and maintain both channels simultaneously, which saves time and is more convenient.
TikTok
TikTok is a unique platform built exclusively for video content, making it an ideal way to showcase your restaurant's dynamic offerings. With users spending an average of over 90 minutes daily on the app, the potential for engagement and exposure is immense, especially with younger customers.
Through engaging videos, restaurants can not only showcase their delicious dishes, but also provide an authentic insight into their operations. Whether it's showcasing the culinary mastery of your chefs, sharing humorous anecdotes from the bustling restaurant environment, or offering exclusive previews of your menu: TikTok allows restaurants to connect with their audience in innovative and engaging ways.
Tripadvisor
Tripadvisor has also become one of the most important social media platforms for restaurants today. Travelers are actively searching for reviews and ratings of shops, restaurants, hotels and more.
Engaging with this platform effectively opens the doors to a huge audience of potential customers looking for authentic experiences and culinary delights. By leveraging Tripadvisor's features and fostering positive engagement, restaurateurs can increase their establishment's visibility, attract more foot traffic, and ultimately carve out a distinguished presence in the competitive culinary landscape.
Twitter / X
Twitter provides a real-time platform for connecting with customers and promoting your restaurant's offerings. With its fast-paced nature and character limit, Twitter is ideal for quick updates, announcements, and engaging with followers in real-time conversations.
Restaurants can use Twitter to share daily specials, promote events, respond quickly to customer inquiries or feedback, and even participate in trending conversations within the food and beverage industry. By usinghashtags and interacting with influencers or local food bloggers, restaurants can expand their reach and cultivate a loyal following on Twitter.
Youtube
YouTube, the second most used social media platform after Facebook, provides a robust multimedia channel for restaurants to showcase their unique character and offerings through video content. From educational cooking demonstrations to interviews with customers and employees, YouTube allows restaurants to interact with their audience in an engaging and immersive way.
In addition, YouTube's search engine optimization (SEO) features can increase website traffic and visibility in search engine results.
Explore dynamic marketing tools for your restaurant
From aesthetic photos to interactive chatbots: there are many ways in which restaurateurs can successfully use social media channels in their restaurant.
Images
Start with appealing images of your food, your establishment, or your staff. Share them with other users and be inspired by the likes, comments, and shares. Visual content is especially popular on Instagram.
Videos
Add short, entertaining videos to your content – whether it's a beautifully prepared dish or a behind-the-scenes look. Reels increase your reach and add authenticity to your restaurant.
Customer feedback
Two-way communication is the most important element of social media. Get feedback from your guests and respond promptly to customer reviews, even negative ones. Always communicate in a friendly and professional manner.
Reposts
Take advantage of the reposting feature. This can maximize the reach of your posts and increase user engagement. Just make sure the content is brand appropriate and relevant.
Hashtags
Hashtags are a powerful marketing tool to reach more users and participate in trending topics. Choose your hashtags wisely and reap the benefits.
Chatbots
These little helpers can improve your customer service and automatically answer your customers' questions. Whether it's hours, reservations, menu options, or special offers, chatbots can provide real-time answers and speed up the exchange of information.
5 Tips to help you master the social media game
In a digital world, a solid social media presence is essential for restaurants. We've compiled five helpful tips to help you optimize your social media marketing and engage your guests online:
1. Create profiles
Start your social media journey by creating professional profiles on relevant platforms such as Facebook, Instagram, and Tiktok. As mentioned above, these free channels offer a valuable opportunity to introduce your restaurant to a wide audience and showcase your unique atmosphere and culinary diversity.
2. CI & Content Branding
Consistency is the key to successful branding. Make sure your look and brand message are consistent across all platforms. Use your corporate design on social media and create engaging content that reflects not only your dishes, but also your restaurant's personality and style.
3. Post regularly
Keep your followers updated by sharing fresh content on a regular basis. This could be pictures of new dishes, special offers, events, or even behind-the-scenes looks. A consistent presence will keep you top of mind and create a vibrant community around your restaurant.
4. Customer feedback
Show your customers that their opinions matter by proactively responding to feedback and comments. Whether it's praise for a great meal, constructive criticism, or questions about service, open communication builds trust and strengthens the bond with your guests.
5. User Generated Content
Encourage your guests to become part of your online community by encouraging user generated content. Ask them to share photos of their favorite dishes with the appropriate hashtag. This not only strengthens the bond with your guests, but also increases your visibility on social media.
Social media: inspiring success stories
Social media can work wonders for restaurants today, whether it's increasing brand awareness, building customer loyalty, or driving sales. Let's take a look at three outstanding examples of how restaurants have used social media to their advantage.
Shake Shack
Shake Shack is known for its premium burgers and handcrafted shakes made with high-quality, local ingredients. The company has mastered the art of customer engagement through platforms such as Twitter (X) and Instagram. By using these channels, Shake Shack not only sends out promotional messages, but also actively participates in conversations, responds to customer queries immediately, and shares updates in real time. This interactive approach not only increases customer satisfaction, but also reinforces Shake Shack's reputation as a responsive, customer-centric brand.
L'Osteria
In addition to serving generous portions of Italian cuisine, L'Osteria excels at weaving compelling stories through its social media presence. Through storytelling, L'Osteria invites guests into its world, revealing the stories behind the ingredients, showcasing the work behind the dishes, and introducing the personalities behind the scenes. Through this emotional connection with its audience, L'Osteria has built a loyal following and strengthened its brand identity, making it more than just a place to eat, but a treasured experience to be enjoyed and shared.
Vapiano
Vapiano is synonymous with fresh ingredients, an open kitchen, and a social media presence. Through strategic content creation, Vapiano gives its followers a glimpse into its culinary creations, promotes exclusive offers, and keeps its audience informed about menu updates and events. By consistently providing engaging content that resonates with its audience, Vapiano has established itself as a must-visit destination for food lovers, driving traffic and fostering a sense of community among guests.
Elevate your hospitality business with social media marketing
With a well-thought-out strategy, social media marketing offers restaurateurs great opportunities to promote their business and connect with their target audience.
It doesn't matter if you're a large restaurant or a small coffee shop: with professional profiles on the right social media platforms, consistent branding, regular posting, active feedback management, and the promotion of user-generated content, you can successfully expand your online presence and social media marketing.
Harnessing the power of social media isn't just an advantage – it's essential to staying competitive and thriving in today's digital landscape.
