TikTok has become the most powerful free marketing tool available to food businesses today. With over one billion monthly active users scrolling through their feeds daily, the platform offers something no other social media channel can match: genuine organic reach that can turn a single viral video into a packed dining room.
Here’s what makes TikTok different for restaurants: 55% of TikTok users visit a restaurant after seeing menu items on the platform, and 51% dine out specifically because of content they watched. That’s not just engagement—that’s customers walking through your door.
But let’s be honest. You’re running a restaurant. You’re managing staff, handling suppliers, keeping customers happy, and somehow finding time to sleep. The idea of adding “become a TikTok creator” to your list probably sounds exhausting. The good news? You don’t need fancy equipment, professional videographers, or hours of editing time. Your smartphone and the food you’re already making are enough to get started.
This guide covers everything you need to know about TikTok marketing for your restaurant—from understanding why the platform works so well for food businesses, to creating your first video, to the part most guides skip: actually converting those viewers into paying customers. Whether you run a full-service restaurant, a food truck, a café, or a bakery, you’ll find practical strategies you can start using today.
If you’ve been skeptical about TikTok, you’re not alone. Many restaurant owners dismissed it as “that app where teenagers do dances.” But the data tells a different story—one that directly impacts your bottom line.
The numbers are striking: 55% of TikTok users have visited a restaurant after seeing menu items on the platform. Even more compelling, 51% have gone out to dine specifically because of content they watched. For the restaurant industry, no other marketing channel delivers this kind of direct action.
Age demographics matter too. Among 18-24 year olds, 41% discover new restaurants through TikTok. For the 25-34 age group, it’s 23%. These aren’t just viewers—they’re potential new customers actively looking for their next meal. And with 90% of diners researching restaurants online before visiting and 37% using social media specifically for discovery, your TikTok presence has become a critical part of how people find you.
Key Stat: 22% of diners return to restaurants because of their social media presence. Your TikTok content doesn’t just attract new customers—it keeps existing ones coming back.
Unlike Facebook or Instagram where organic reach has declined dramatically, TikTok’s algorithm still gives small accounts a real chance to go viral. A restaurant with zero followers can post a video today and have it seen by thousands of local food lovers tomorrow. The platform prioritizes engaging content over follower count, which levels the playing field for small businesses.
Food content has a natural advantage on TikTok. The #food hashtag has accumulated hundreds of billions of views because eating is universal—everyone relates to it, everyone has opinions about it, and everyone loves watching delicious food being made. Your signature dish already has viral potential; you just need to capture it.
For restaurant owners already stretched thin, here’s the reality check: TikTok rewards authenticity over production quality. The perfectly polished, obviously-staged content that works on other platforms often falls flat here. What works? Real moments from your kitchen, honest glimpses of restaurant life, and food that makes viewers hungry. You don’t need to become a content creator—you just need to show what you’re already doing.
If you’re looking to build a broader social media marketing strategy for your restaurant, TikTok should be a central piece of that puzzle.
The best restaurant TikTok accounts don’t rely on a single type of content. They mix things up, keeping their audience engaged while figuring out what resonates most with their specific followers. Video dominates on TikTok, and short clips showcasing recipes, behind-the-scenes moments, and customer testimonials consistently trend on the platform.
Here’s the practical breakdown of content types that work, organized from easiest to more involved. Start with what feels comfortable, then expand your content mix as you gain confidence.
This is the easiest content to create because you’re simply filming what you’re already doing. Behind-the-scenes content resonates because it feels real—brands that show authentic processes outperform those chasing perfection.
Your kitchen is fascinating to people who’ve never worked in one. The morning mise en place, the controlled chaos of a dinner rush, the satisfying routine of closing down—all of this is content gold.
BTS content ideas to try:
Pro tip: Film near windows during prep time when natural light is best. Imperfection is okay—actually, it’s preferred. A shaky phone video of your chef working through a rush feels more authentic than a perfectly staged shot.
This type of content works especially well for food trucks (show the mobile setup), bakeries (early morning baking routines), and cafes (opening procedures with that first espresso pull).
Food visuals drive action. Research shows 40% of diners try new restaurants based on food photos alone. On TikTok, video takes this even further—you can show the steam rising, the cheese pulling, the sauce drizzling in ways photos never could.
The key is capturing the “money shot”—that moment when your dish looks most irresistible. For a burger, it might be the cross-section reveal. For pasta, the fork twirl with sauce dripping. For pizza, that perfect cheese pull.
Filming techniques that work:
Smartphone filming tips: Use natural light whenever possible. Keep your hands steady (or invest in a cheap tripod). Make sure your background is clean. Get close to the food—viewers want to see texture and detail.
When viewers see your signature dish and want to order, make sure they can easily find your full menu. Having a digital menu ready makes the path from “that looks amazing” to “I need to try this” much shorter.
TikTok trends move fast. A popular sound or challenge can dominate the platform for a week, then disappear. Participating in trends—when they fit your brand—signals to the algorithm that you’re active and current, which helps your content get distributed.
Food trends like pasta chips saw engagement increases of 24.78%, and formats like butter boards continue gaining popularity. The key is adapting trends to fit your restaurant rather than forcing content that doesn’t make sense for your brand.
How to find trends:
Examples of trends adapted for restaurants:
A word of caution: don’t jump on every TikTok trend. Choose ones that genuinely fit your brand personality. And remember—trends move fast. It’s better to post imperfect content quickly than perfect content after the trend has passed.
People connect with people, not just food. Authenticity is key, and chef influencers who show their real personalities build trust with audiences that translates into customer loyalty. Your staff can become the faces of your brand.
Day-in-the-life content performs particularly well because it satisfies curiosity about what working in a restaurant actually looks like. For most viewers, the kitchen is a mysterious place—showing them what happens there creates connection.
Staff content ideas:
Important: Not everyone wants to be on camera, and that’s fine. Ask for permission, respect boundaries, and let willing participants’ personalities shine naturally. Scripted content usually underperforms compared to genuine moments.
Owner-fronted content often performs especially well. As the face of your business, sharing your story and passion for food creates an emotional connection that traditional advertising simply can’t match.
User-generated content is marketing gold because it’s social proof in action. When potential customers see real diners enjoying your food, it’s more persuasive than anything you could create yourself. And remember: 22% of diners return to restaurants because of their social media presence—featuring customers reinforces that connection.
Ways to encourage customers to create content:
How to use customer content:
Monitor your mentions and tags regularly—customers might be creating great content about you that you’re missing. This kind of relatable content spreads naturally and builds community around your brand.
Getting started on TikTok takes less than 10 minutes. Here’s exactly how to do it, from download to your first post.
Download TikTok from the App Store or Google Play. Sign up using your business email (not a personal account you might already have). Choose a username that matches your restaurant name or is as close as possible.
Go to Settings → Manage Account → Switch to Business Account. This is important—business accounts get access to analytics (so you can see what’s working) and the ability to add a clickable link in your bio (essential for conversions).
The link in your bio deserves special attention. This is how viewers who love your content actually become customers. Linking to a professional, mobile-friendly online menu gives viewers immediate access to your full offerings and ordering options—converting TikTok curiosity into actual revenue.
Start simple. Choose one of these beginner-friendly options:
Filming basics:
Hit publish, then stick around. When comments come in, respond quickly—this engagement signals to the algorithm that your content is sparking conversation.
Your first videos probably won’t go viral, and that’s completely normal. Every successful restaurant account started somewhere. Consistency matters more than any single video’s performance.
Let’s address the elephant in the room: you’re running a restaurant, not a content studio. The goal is finding a sustainable rhythm, not burning out trying to post constantly.
Realistic frequency recommendations:
Consistency beats volume. Posting three times per week for six months will outperform posting daily for two weeks then disappearing.
Best times to post:
General guidance suggests 11am-1pm (lunch browsing) and 7pm-9pm (evening downtime) work well for food content. But here’s the truth: your specific audience might be different. Once you have a few weeks of content, check your TikTok analytics to see when your viewers are most active.
Batch content creation:
The key to staying consistent without losing your mind is batching. Instead of trying to create content every day:
Done is better than perfect. A slightly imperfect video posted today beats a perfect video that never gets made.
The TikTok algorithm isn’t magic or random—it’s a system designed to show users content they’ll engage with. Understanding how it works helps you create content that gets distributed.
What the algorithm measures (in order of importance):
What this means for your restaurant:
What doesn’t matter as much as you’d think:
Food content has built-in advantages. It’s universally appealing, highly visual, and triggers emotional responses (mostly hunger). Your content is already working with the algorithm, not against it.
Hashtags help TikTok categorize your content and show it to interested viewers. They’re not as powerful as the algorithm itself, but they support discoverability—especially for local businesses.
Hashtag categories to use:
Broad food hashtags:
Restaurant-specific hashtags:
Cuisine-specific hashtags:
Local hashtags (critical for restaurants):
Business type hashtags:
How many hashtags to use:
Quality over quantity. Use 3-5 relevant hashtags per post rather than stuffing in the maximum. Choose hashtags that actually describe your content and target your desired audience.
Pro tip: Check what hashtags successful accounts in your cuisine type or city are using. If a local food influencer’s video about restaurants in your area went viral, note which hashtags they used. For more guidance on hashtag strategy, check out our complete guide to restaurant hashtags.
Here’s where most restaurant TikTok guides fall short: they focus on views and followers but ignore what actually matters—getting people to visit your restaurant or place an order. Views are vanity metrics. Customers are what pay the bills.
55% of TikTok users visit restaurants after seeing menu items. That’s an incredible stat, but only if you make the path from “that looks delicious” to “I’m ordering” as short as possible.
The viewer-to-customer journey:
This is where most restaurants lose potential customers. The path isn’t clear. The bio link leads somewhere unhelpful. The viewer’s momentary craving fades while they struggle to find basic information.
Your bio and link are your conversion points. Every piece of content you create should ultimately funnel interested viewers through your profile to taking action—visiting your restaurant’s website, viewing your menu, or placing an order.
This is where having the right tools matters. Your TikTok bio link needs to lead somewhere that converts interest into action. If a viewer loved your video and clicks your bio, they should immediately see your full menu, professionally displayed, on their phone—not pinch and zoom a PDF or navigate a confusing website.
Menubly creates exactly this: a clean, mobile-friendly online menu page perfect for TikTok traffic. Viewers tap your link and see your complete menu, organized and easy to browse. With online ordering enabled, they can order right there—no third-party app commissions. Your Menubly link becomes the bridge between TikTok entertainment and real revenue.
Your bio has limited space to communicate who you are, where you’re located, and why someone should become a customer. Make every word count.
Elements of an effective restaurant bio:
Bio examples:
🍕 NYC’s Best Slice Since 1985 | Brooklyn
📍 Full menu & ordering below ⬇️
🌮 Authentic Mexican Street Food | Austin, TX
Order pickup or delivery 👇
☕ Specialty Coffee & Fresh Pastries | Portland
See our menu ⬇️
Common bio mistakes to avoid:
For more ideas on crafting the perfect bio, check out our guide to restaurant bios—the principles apply across platforms.
The link in your bio is your one opportunity to convert viewer interest into action. What you link to matters enormously.
Options for your bio link (ranked by effectiveness):
Option 1: Online menu with ordering (BEST)
Option 2: Restaurant website homepage
Option 3: Link-in-bio tool (Linktree, etc.)
Option 4: PDF menu
The recommendation is clear: Link directly to a mobile-friendly online menu that allows browsing AND ordering. When someone’s craving what they just watched, friction is your enemy.
With Menubly, you can create a professional online menu in minutes—perfect for TikTok traffic. The platform handles the technical details while you focus on making great food. And with commission-free online ordering, you keep 100% of every order that comes from your TikTok traffic. No 15-30% fees eating into your profits.
57% of diners make reservations through social media platforms. Make sure your link makes it easy for them to take that next step.
CTAs in your videos can drive meaningful action—32% of viewers visit restaurant websites after seeing content with clear calls-to-action. The key is incorporating them naturally, not making every video feel like an advertisement.
Types of CTAs for restaurant TikToks:
Where to place CTAs:
The balance: Not every video needs a hard CTA. Mix promotional content with pure entertainment. If every single video pushes for an order, viewers will tune out. Let your food speak for itself most of the time, and sprinkle in direct CTAs strategically.
Views feel good, but they don’t pay rent. Understanding what to measure helps you focus on what actually impacts your business.
Metrics hierarchy (what actually matters for restaurants):
Tier 1: Business Impact
Tier 2: Audience Building
Tier 3: Content Performance
How to track:
TikTok Business Accounts give you access to analytics showing profile visits, follower demographics, and video performance. Check these weekly to understand what’s working.
22% of diners return to restaurants because of their social media presence. Track new customers who mention TikTok, and consider asking “How did you hear about us?” at checkout.
Set realistic expectations:
If you’re using Menubly with online ordering, you can see exactly how many orders come through your menu link—direct ROI tracking from your TikTok efforts.
Learning from others’ mistakes saves you time and frustration. Here are the most common pitfalls and how to avoid them.
Mistake 1: Posting inconsistently (then disappearing)
The algorithm favors active accounts. Posting daily for a week then vanishing for a month hurts your visibility. Better to post twice weekly consistently than sporadically binge and abandon.
Mistake 2: Being too promotional
TikTok users scroll for entertainment, not advertisements. If every video is “Come to our restaurant!” viewers will skip past. Focus on entertaining, interesting content that happens to make people hungry.
Mistake 3: Ignoring comments
Comments are engagement gold. When someone takes time to comment, respond quickly. This signals to the algorithm that your content sparks conversation and builds community with potential customers.
Mistake 4: Poor lighting
Bad lighting makes great food look unappetizing. You don’t need expensive equipment—just film near windows during daylight or invest in a cheap ring light.
Mistake 5: Not including location
You’re a local business. If viewers don’t know where you are, they can’t visit. Include your location in your bio, use local hashtags, and mention your city/neighborhood in content.
Mistake 6: Bio link leads nowhere useful
Linking to a PDF menu (horrible mobile experience), a cluttered website homepage, or worse—nothing at all—wastes the interest you’ve built. Link to a mobile-friendly menu where people can browse and order.
Mistake 7: Copying trends that don’t fit your brand
Not every trend makes sense for every restaurant. A fine dining establishment shouldn’t force itself into a silly dance trend. Participate in trends that align with your brand personality.
Mistake 8: Not responding to or featuring customer content
When customers tag you, that’s free marketing. Engage with it, repost it (with permission), and make customers feel valued.
Mistake 9: Over-complicating content
Simple works. A 15-second video of your chef plating a dish doesn’t need fancy editing, transitions, or effects. Sometimes the most engaging videos are the most straightforward.
Mistake 10: Giving up too soon
Most successful restaurant TikTok accounts didn’t go viral immediately. They posted consistently for months before building momentum. Give the algorithm time to understand your content and find your audience.
While core strategies apply to all food businesses, different business types have unique opportunities and challenges. Here’s how to adapt your TikTok approach based on what you run.
Food trucks have built-in content advantages that permanent restaurants don’t: mobility, urgency, and the inherent story of “where will they be next?”
Unique opportunities:
Content ideas for food trucks:
For food truck owners, a QR code menu eliminates the need for physical menus entirely. Customers can scan and browse while waiting in line, speeding up orders and improving their experience. For more food truck specific strategies, see our complete food truck marketing guide.
Coffee content has natural ASMR appeal—the sounds of espresso pulling, milk steaming, and the visual artistry of latte art perform exceptionally well on TikTok.
Unique opportunities:
Content ideas for cafes:
For cafes, a menu that shows customization options (sizes, milk alternatives, add-ons) helps customers see all possibilities before ordering. Learn more in our cafe marketing guide.
Bakeries have some of the most visually satisfying content opportunities on TikTok. The transformation from raw dough to finished product, items emerging from the oven, and the artistry of decorating all captivate viewers.
Unique opportunities:
Content ideas for bakeries:
For bakeries, being able to instantly mark items “sold out” prevents customer disappointment, and pre-ordering through an online menu helps manage popular items. Check out our bakery marketing guide for more strategies.
Cocktail-making and brewing processes are visual art forms that perform well on TikTok. The key is focusing on craft and process rather than consumption.
Unique opportunities:
Content ideas for bars and breweries:
Platform consideration: Focus content on craft, process, and skill rather than promoting alcohol consumption. TikTok has specific advertising policies around alcohol, so keep content appropriate for all audiences.
For bars and breweries, a digital drink menu eliminates constant reprinting when rotating selections change—and table ordering helps streamline dine-in service.
You’ve made it through the entire guide. Now it’s time to actually do something with this information. Here’s your action plan for the first week.
Quick Summary of Key Takeaways:
Your First Week Action Plan:
Day 1: Setup
Day 2: Planning
Days 3-4: Creating
Days 5-7: Launching
Ongoing Success:
Set Up Your Conversion Tool:
While you’re building your TikTok presence, make sure you have the right conversion tool in place. When your videos start driving interest, you need a professional online menu where viewers can browse your full offerings and place orders instantly.
Menubly helps you create a beautiful, mobile-friendly online menu in minutes—perfect for your TikTok bio link. Plus, with zero-commission online ordering, you keep 100% of every order that comes from your TikTok traffic. No expensive third-party delivery fees eating into your profits.
Start your free 30-day Menubly trial at menubly.com—no credit card required. Get your TikTok-ready online menu live before your first video takes off.
No, most successful restaurant TikToks are filmed on smartphones. Good lighting (natural light works best) matters more than camera quality. Start with what you have—a smartphone, decent lighting, and authentic content will outperform expensive production with no personality.
Results vary significantly. Some restaurants go viral on their first video; most see gradual growth over 2-3 months of consistent posting. Focus on consistency (3-4 posts per week minimum), engaging content, and a clear conversion path. Build audience trust over time while staying ready for the occasional viral opportunity.
Start with organic content before considering ads. TikTok’s organic reach is still strong, making it one of the few platforms where you can grow without paying for visibility. Once you understand what content resonates, TikTok ads can amplify successful formats. For small restaurants, organic-first is the budget-friendly approach.
While TikTok’s audience skews younger (Gen Z and millennials are the largest groups), the platform’s demographics are diversifying. Users aged 30-49 are the fastest-growing segment. Food content appeals across age groups. If your customer base includes anyone under 50, TikTok is worth considering.
Respond professionally and promptly to legitimate complaints—this shows other viewers you care about customer experience. For trolls, you can delete, filter, or ignore. Enable comment filters for profanity. Turn genuine criticism into opportunities to demonstrate good customer service publicly.
Absolutely. TikTok videos work well on Instagram Reels and YouTube Shorts with minimal editing. Some restaurants create content once and post across all three platforms. Save your video before posting (to avoid the TikTok watermark) if you plan to share elsewhere.
Every successful restaurant account started with zero views. Keep posting consistently—the algorithm needs content to learn what to recommend. Analyze early videos for what performs better (even slightly), engage with your niche community, use relevant hashtags, and participate in trends. Don’t give up before giving the algorithm time to understand your content.
Make the path from video to order as short as possible. Link to a mobile-friendly online menu in your bio (not a PDF or cluttered website). Mention how to find your menu or order in video content. Use location tags so local viewers discover you. When someone’s craving what they just watched, they should be able to browse your menu and order within seconds of tapping your bio link—tools like Menubly make this seamless with professional menus that work perfectly on mobile devices.
