Running a restaurant keeps you busy enough without adding “social media expert” to your job description. Between managing staff, ordering inventory, and keeping customers happy, finding time to post on Instagram or respond to Facebook comments can feel impossible.
Here’s the thing: 88% of restaurants already use social media for marketing, and 80% of them are active on Instagram. Your competitors are showing up online, and your potential customers are looking for you there too. The good news? Social media marketing for restaurants doesn’t have to be complicated or expensive.
Social media marketing for restaurants means using platforms like Instagram, Facebook, and TikTok to showcase your menu, connect with diners, build your restaurant brand, and turn followers into paying customers. When done right, it drives both foot traffic and online ordering—with 57% of consumers taking action after seeing restaurant social posts and 45% placing orders directly through social media channels.
This guide covers everything you need to know about effective social media marketing for your food business. You’ll learn which social media platforms work best for restaurants, discover content ideas that actually drive engagement, build a realistic restaurant social media strategy, and find free tools to make the whole process easier. Whether you run a restaurant, cafe, food truck, bakery, bar, or catering business, these marketing strategies will help you grow your social media presence without requiring a big budget or technical skills.
Let’s get your restaurant the attention it deserves.
Your customers are making dining decisions on their phones right now. 72% of customers decide where to eat based on social media content, particularly on platforms like Facebook. Another 37% of diners specifically use Facebook, TikTok, and Instagram to find their next meal.
This shift in consumer behavior means your social media presence directly affects your bottom line. When potential customers search for a place to eat, they’re scrolling through food photos on their Instagram feed, watching cooking videos on TikTok, and checking reviews on Facebook before they ever walk through your door.
The numbers tell a clear story:
Not participating in social media marketing isn’t a neutral choice—it’s actively losing customers to competitors who show up in feeds and searches. When someone looks for “best tacos near me” or browses their Instagram for dinner inspiration, restaurants with strong social presence capture that business.
The benefits of restaurant social media marketing include:
The key to turning social media followers into actual revenue is having a clear path from your posts to your ordering system. When you share a mouth-watering photo of your signature dish, customers need an easy way to order it. That’s where having a shareable online menu becomes essential—it transforms social media engagement into sales without losing 15-30% to third-party delivery apps.
Not every social platform deserves your attention. The best social media choice for your restaurant depends on your target customers, the type of content you can create, and how much time you can realistically invest.
60% of users turn to Instagram when searching for new restaurants, making it the top platform for food discovery. Facebook remains strong for event promotion, with 50% of restaurants using it for special occasions. And 55% of TikTok users have visited a restaurant after discovering menu items on the platform.
Here’s how to choose which social media channels deserve your marketing efforts:
Instagram is the most popular social media platform for food businesses, and for good reason. 80% of restaurants, hotels, and bars use Instagram for marketing, and 38% of users regularly browse food content on the platform.
The visual nature of Instagram makes it perfect for showing off beautiful dishes, cozy atmospheres, and behind-the-scenes kitchen moments. For detailed strategies, check out our complete guide to restaurant Instagram marketing.
Instagram essentials for restaurants:
Your Instagram bio link is prime real estate. Instead of linking to a static homepage, use a digital menu that customers can browse and order from directly. Menubly provides a shareable link that’s perfect for your bio—when followers tap it, they see your full menu and can place orders instantly.
For hashtag strategies that actually work, see our guide to the best restaurant hashtags.
59% of restaurants actively use Facebook for marketing, and the platform remains strong for reaching local communities and older demographics.
Facebook’s strength lies in its local marketing features. The platform excels at connecting restaurants with neighborhood customers, promoting events, and building community.
Facebook marketing priorities for restaurants:
Add your menu link directly to your Facebook page. When customers find your business page, they should be able to view your full menu without leaving Facebook or calling your restaurant.
TikTok has become a major force in food discovery. 55% of TikTok users have visited restaurants after discovering menu items on the platform, and the app leads food trends for Gen Z diners.
The platform rewards creativity and authenticity over polished production. A genuine behind-the-scenes video of your chef cooking often performs better than a professionally edited commercial.
TikTok content that works for restaurants:
TikTok’s link-in-bio options are limited compared to Instagram, so focus on driving viewers to search for your restaurant or directing them to your Instagram bio where your menu link lives. When you create menu reveal content, having a professionally designed menu (like what Menubly provides) gives you visually appealing material to feature.
While not technically a social media platform, Google Business Profile is essential for local restaurant discovery. 63% of restaurants plan to invest in digital and location-based marketing in 2024.
When someone searches “restaurants near me” or “[your restaurant name] menu,” your Google Business Profile determines whether they find you.
Google Business Profile optimization for restaurants:
Adding your online menu link to Google Business Profile is critical. Menubly menus are SEO-optimized, which means when people search “[Your Restaurant] menu” on Google, your menu page is more likely to appear in results. This captures customers who are actively looking to see what you offer.
Platform Comparison for Restaurant Marketing:
| Platform | Best For | Content Type | Audience Age | Effort Level |
|---|---|---|---|---|
| Visual discovery, brand building | Photos, Reels, Stories | 18-44 | Medium | |
| Local community, events | Posts, Events, Reviews | 35-65+ | Low-Medium | |
| TikTok | Viral reach, younger diners | Short-form video | 16-34 | Medium-High |
| Google Business | Local search, reviews | Info, Photos, Posts | All ages | Low |
Start with one or two platforms rather than spreading yourself thin across all of them. Master Instagram first if you’re unsure—it offers the best combination of visual appeal, discovery features, and link capabilities for driving orders.
Knowing what to post is half the battle. Visual content significantly boosts engagement, and short-form video now accounts for 50% of time spent on Instagram. User-generated content from customers also builds credibility in ways branded content can’t match.
Organize your social media content into pillars—categories that you rotate through to keep your feed fresh and balanced. Here are content ideas organized by type, along with specific examples for each. For even more inspiration, check out our complete list of restaurant Instagram post ideas.
This should be your primary content pillar. Show off what you do best.
Having a professional QR code menu with dish photos makes this content creation easier. You can screenshot individual menu items from your Menubly menu to share, and the clean layout provides ready-made visual assets.
Pull back the curtain and show the human side of your business.
People connect with people, not logos.
Let your customers do the marketing for you.
Keep this to about 20% of your content—too much feels salesy.
Interactive content builds social media engagement and algorithm favor.
Stay relevant with what’s happening around you.
A simple weekly structure keeps you consistent without overthinking:
Remember: one great dish photo can become a feed post, a Story, a Reel, and TikTok content. Repurpose your best content across platforms to maximize your marketing efforts with minimal extra work.
You don’t need expensive equipment to create scroll-stopping content. Your smartphone can produce professional results when you follow basic best practices. Restaurants that actively reply to reviews and comments see a 15% increase in customer satisfaction, and images receive 150% more retweets than text-only posts.
Great food photos don’t require a professional camera—they require attention to a few key elements.
Lighting:
Angles:
Styling tips:
Short-form video dominates social media algorithms. These tips help you create Reels and TikToks that perform.
Strong social media posts need compelling copy to accompany great visuals. For detailed guidance, see our collection of restaurant Instagram captions.
Caption structure that works:
Effective call-to-actions include:
Hashtags help new customers find your restaurant. Use a mix of popular, niche, and local tags.
Hashtag categories to include:
Aim for 10-15 hashtags per Instagram post. Mix high-volume tags (millions of posts) with niche tags (thousands of posts) for the best reach.
The best times to post restaurant content are typically 11am-1pm and 7-9pm—when people are thinking about food. However, check your platform analytics to see when your specific audience is most active.
Realistic posting frequency for busy restaurant owners:
Consistency beats frequency. It’s better to post quality content three times a week reliably than to burn out trying to post daily.
Social media is social—engagement requires two-way conversation.
Restaurants that actively engage with followers see 40% or more increase in customer spending. But engagement without strategy is just busy work. 94% of restaurants track reviews and social media—you need a plan to make your efforts count.
Start by defining what success looks like for your restaurant. Goals generally fall into two categories:
Awareness goals:
Business goals:
Business goals matter more than vanity metrics. A restaurant with 500 engaged followers who order regularly outperforms one with 10,000 followers who never visit.
Keep this simple. Answer three questions:
A family restaurant targeting parents has a different strategy than a trendy cocktail bar targeting young professionals. Let your customer base guide your platform and content choices.
Don’t overthink this. Follow 5-10 successful restaurants similar to yours and note:
Use the content pillars from the previous section to plan your monthly content. A simple spreadsheet works:
Leave room for spontaneous posts—trending topics, busy service moments, and customer interactions that deserve sharing.
This is where strategy meets revenue. Your social media presence needs a clear path from “I like this post” to “I’m placing an order.”
The conversion path:
Each step needs to be easy. This is where having the right digital infrastructure matters.
When you use Menubly as your bio link destination, followers land on a beautiful, mobile-friendly menu where they can browse dishes and order directly. No third-party app downloads, no 15-30% commission fees eating into your profits. You keep 100% of every order placed through your social media links.
Optimize your conversion path:
Be realistic about what you can maintain. A simple but consistent presence beats an ambitious plan you abandon after two weeks.
Time investment options:
Start minimal and scale up as you develop systems and see results.
30% of potential customers avoid restaurants with outdated social media profiles. Don’t let preventable mistakes cost you business.
The problem: Posting five times one week, then disappearing for a month signals an inactive or struggling business.
The fix: Set a realistic schedule you can maintain long-term. Three good posts per week, every week, beats ten posts followed by silence.
The problem: Dark, blurry, or unappetizing food photos make even delicious dishes look bad.
The fix: Use natural light, clean your plates, and take multiple shots to choose the best one. Even basic phone editing improves most photos.
The problem: Unanswered questions signal you don’t care about customers. Ignored complaints fester publicly.
The fix: Check notifications daily. Respond to every comment and DM within 24 hours, even if it’s just “Thanks!” or “DM sent!”
The problem: Feeds full of “Buy this! Order now! Special offer!” exhaust followers.
The fix: Follow the 80/20 rule—80% valuable, entertaining, or informative content; 20% promotional content.
The problem: Followers who want to order can’t figure out how. Interest dies when action requires effort.
The fix: Optimize every bio with a link to your online menu. Menubly provides a shareable link that works perfectly for social media bios—followers tap it, see your menu, and can order instantly.
The problem: Wrong hours, old menus, or discontinued items frustrate customers and damage trust.
The fix: Update information immediately when things change. With Menubly, menu changes appear instantly—update a price or mark an item sold out, and it’s live immediately. No reprinting, no waiting.
The problem: Half-maintained accounts on five platforms look worse than one excellent account.
The fix: Master one or two platforms before expanding. Delete or archive accounts you can’t maintain properly.
The problem: Unaddressed complaints tell potential customers you don’t care about problems.
The fix: Respond professionally to every negative review. Acknowledge the issue, apologize, offer to make it right, and take detailed discussions offline.
The problem: Random posts that don’t tie to any goal waste time without building toward results.
The fix: Before posting, ask: “What does this accomplish?” Every post should either build awareness, drive engagement, or encourage action.
The problem: Interested followers can’t figure out how to order online, or they’re sent to commission-heavy third-party apps.
The fix: Create a direct path from social media to ordering. Menubly integrates commission-free online ordering directly into your menu—customers who click your bio link can browse and order without you losing 15-30% to delivery apps.
You don’t need expensive software to run effective social media marketing campaigns. Native platform analytics are free, and 71% of industry experts recommend combining responsive social media with direct ordering capabilities.
Canva (Free + Paid tiers)
Design graphics, social media posts, menu images, and promotional materials. The free tier includes thousands of templates specifically for restaurants. Use it for Instagram posts, Facebook covers, and story graphics.
CapCut (Free)
Edit videos for TikTok and Reels. Add trending audio, text overlays, transitions, and effects. The app is intuitive and produces professional-looking results.
Snapseed (Free)
Google’s photo editing app improves food photography with lighting adjustments, filters, and selective editing. Perfect for making your dish photos pop before posting.
Meta Business Suite (Free)
Schedule posts for both Facebook and Instagram from one dashboard. Includes basic analytics and inbox management for both platforms.
Later (Free tier available)
Visual scheduling tool that lets you preview your Instagram grid before posting. The free plan allows 30 posts per month per platform.
Buffer (Free tier available)
Schedule posts across multiple platforms. The free plan includes 3 channels with 10 scheduled posts per channel.
Instagram Insights (Free, built-in)
Track reach, engagement, follower demographics, and best posting times directly in the Instagram app. Requires a business or creator account.
Facebook Page Insights (Free, built-in)
See page performance, post reach, and audience demographics. Identify which content types drive the most engagement.
Google Analytics (Free)
Track website traffic from social media. See which platforms drive the most visitors to your menu and ordering pages.
Menubly ($9.99/month)
Creates a beautiful online menu that’s perfect for sharing on social media. Use it as your link-in-bio destination, share menu item photos directly, and convert social media followers into customers with commission-free ordering.
Key features for social media marketing:
Free 30-day trial available at app.menubly.com/signup—no credit card required. Most menus are live within 30 minutes of signup.
Menubly (Included)
Generates QR codes automatically for your menu. Display in-store so dine-in customers can scan to view and order. The QR code stays the same even when you update your menu.
QR Code Generator (Free online tools)
Various free websites create basic QR codes that link to any URL. Useful for one-off promotional campaigns.
Lightroom Mobile (Free tier available)
Professional-grade photo editing on your phone. Great for consistent food photography editing with saveable presets.
InShot (Free with ads, paid ad-free)
Simple video editing for social media. Trim clips, add music, and adjust speed for quick Reels and TikToks.
Engaged social media followers spend 40% more than non-followers. But how do you know if your social media management is actually working? Track the right metrics and connect them to business outcomes.
Not all numbers matter equally.
Vanity metrics (nice to have, but not the goal):
Business metrics (what actually drives revenue):
For brand awareness:
For engagement:
For conversion:
The most important measurement connects social media activity to actual orders. This requires having a trackable destination.
When you use Menubly as your bio link, you can see exactly how many people click through to view your menu. The order management dashboard shows orders coming from social media promotion, giving you clear data on ROI from your marketing efforts.
Create a simple monthly spreadsheet tracking:
Review monthly. Look for patterns: Which content types drive the most link clicks? Which days perform best? What topics generate the most engagement?
Industry averages for restaurant social media accounts:
Focus on improvement over time rather than hitting arbitrary numbers. Your month-over-month growth matters more than comparing yourself to accounts with different circumstances.
Different food businesses have unique strengths and challenges. Here’s how to tailor your social media strategy to your specific business type.
Platform priority: Instagram for visual appeal, Facebook for local community
Content focus:
Special consideration: Full-service restaurants need shareable visuals that appeal to all ages. Create content that different family members would want to share.
Menubly benefit: Commission-free online ordering captures to-go business without third-party fees. QR codes at tables enable dine-in ordering that speeds service and reduces staff workload.
Platform priority: Instagram for aesthetic content, local Facebook groups
Content focus:
Special consideration: Cafes attract Instagram-savvy customers who appreciate aesthetic content. Create “Instagrammable moments” in your space.
Menubly benefit: Display customization options clearly (size, milk alternatives, add-ons). Customers can see exactly what modifications are available before ordering.
For complete cafe marketing guidance, see our cafe marketing strategy guide.
Platform priority: Instagram for product beauty, Facebook for local orders
Content focus:
Special consideration: Bakery items sell out. Social media can drive urgency (“Fresh croissants available—first come, first served!”).
Menubly benefit: Mark items as sold out instantly on your online menu. Product photos display beautifully, and pre-ordering options help manage demand.
See our complete bakery marketing strategy guide for more ideas.
Platform priority: Instagram for food content, TikTok for personality
Content focus:
Special consideration: Food trucks need to communicate location constantly. Social media is often how customers find you.
Menubly benefit: Update your location easily from anywhere. QR codes work perfectly at events—no physical menus to manage. Mobile updates keep customers informed on the go.
Get more ideas in our food truck marketing guide.
Platform priority: Instagram for drink content, Facebook for events
Content focus:
Special consideration: Bars have natural evening content opportunities. Late-night posting can work when your audience is actively planning their nights.
Menubly benefit: Organize drink menus by category (cocktails, beer, wine, spirits). Daily specials update instantly, and table ordering streamlines busy service.
Platform priority: Instagram for portfolio, Facebook for B2B networking
Content focus:
Special consideration: Catering decisions involve planning. Content should inspire and demonstrate capability for events.
Menubly benefit: Showcase menu packages professionally. Contact links make inquiry easy, and seasonal menus update instantly for holiday bookings.
How often should a restaurant post on social media?
Most restaurants should aim to post 3-5 times per week on their primary platform. Consistency matters more than frequency—it’s better to post quality content 3 times weekly than struggle to maintain daily posting. Focus on Instagram or Facebook as your main platform and post Stories daily if possible.
What is the best time to post on social media for restaurants?
The best times for restaurant posts are typically 11am-1pm (lunch consideration) and 7-9pm (dinner planning). However, your specific audience may differ—check your Instagram Insights or Facebook Analytics to see when your followers are most active and test different times.
How much should a restaurant spend on social media marketing?
Many restaurants succeed with zero ad spend by focusing on organic content. If using paid ads, start with $50-100/month to test what works. Most importantly, invest in the foundation first: a shareable online menu (Menubly starts at $9.99/month), quality photos, and consistent posting before spending on ads.
Do restaurants need to be on every social media platform?
No—it’s better to perform well on 1-2 platforms than spread thin across many. Most restaurants should prioritize Instagram for visual content and either Facebook (for local community and older demographics) or TikTok (for younger audiences and viral potential). Add others only when you’ve mastered your primary platforms.
How do I get more followers for my restaurant’s Instagram?
Grow restaurant Instagram followers by posting consistently, using relevant hashtags (mix popular food tags with local tags), engaging with local accounts and customers, encouraging user-generated content, running occasional social media contests, and cross-promoting your handle on receipts, menus, and in-store signage.
What hashtags should restaurants use on Instagram?
Use a mix of popular food hashtags (#foodie, #foodporn, #instafood), cuisine-specific tags (#italianfood, #sushilover), local tags (#NYCeats, #LAfoodies, #[yourcity]food), and a branded hashtag unique to your restaurant. Aim for 10-15 hashtags per post, mixing high-volume and niche tags.
How can I encourage customers to post about my restaurant?
Encourage user-generated content by creating Instagrammable moments in your space, asking satisfied customers to share their experience, offering small incentives (discount on next visit for tagged post), resharing customer content on your Stories, and making your dishes visually appealing and shareable.
Should restaurants respond to negative reviews on social media?
Yes, always respond to negative reviews professionally and promptly. Acknowledge the concern, apologize for their experience, offer to make it right (take conversation offline if needed), and thank them for feedback. A professional response shows other potential customers you care about service quality.
How do I turn social media followers into customers?
Convert followers to customers by always including a call-to-action in posts, optimizing your bio with a link to your online menu and ordering, sharing time-sensitive offers, and making ordering easy and direct. Using a commission-free platform like Menubly means you keep 100% of orders placed through social media links instead of losing 15-30% to third-party apps.
What’s the best way to share my menu on social media?
Share your menu effectively by using a digital menu platform that creates shareable links and QR codes, posting individual dish highlights with professional photos, including your menu link in your bio and regularly in Stories, and sharing menu updates or new items as engaging content rather than just static menu posts.
How do I create a social media content calendar for my restaurant?
Create a restaurant content calendar by planning themes for each week (menu Monday, behind-scenes Wednesday, etc.), scheduling posts around your specials and events, batching content creation on slower days, using scheduling tools like Later or Meta Business Suite, and leaving room for spontaneous trending content.
Is TikTok worth it for restaurants?
TikTok can be highly valuable for restaurants, especially for reaching younger diners (Gen Z and Millennials). Food content performs exceptionally well on the platform, and TikTok’s social media algorithms favor engaging content over follower count, meaning even new accounts can go viral. The investment is time, not money—focus on authentic, engaging short videos rather than polished production.
Social media marketing for restaurants doesn’t require a big budget, technical expertise, or hours of daily work. It requires consistency, quality content that showcases your food, and a clear path from social media engagement to actual orders.
Key takeaways from this guide:
Before you post your first photo, make sure you have somewhere to send those hungry followers. When someone sees your dish and wants to order, the path should be immediate and simple—not a frustrating hunt through your website or a redirect to an app that takes 30% of your revenue.
Create your online menu with Menubly in minutes—no technical skills required. You’ll get a beautiful, mobile-friendly menu with a shareable link perfect for your social media bio, QR codes for in-store use, and commission-free online ordering that keeps 100% of your revenue where it belongs: with you.
Try Menubly free for 30 days—no credit card required. Most restaurants have their menus live within 30 minutes of signing up.
Your social media followers are waiting to become customers. Give them an easy way to order.
