Five ways to build a following for your restaurant on social media

There was a time that it was “optional” for restaurants to be active on social media. But social media has now evolved to become a mandatory component of any successful restaurant marketing strategy. Not only must you manage your social media presence, , but you must also do it consistently in order to maximize engagement and build a loyal guest following. Social media goes way beyond Facebook, X and Reels.

To build your social media following, your restaurant must create and share engaging content. Content that captures the attention of your past and current guests as well as potential new guests.

Here are five proven strategies and techniques that you can use on social media today:

Showcase irresistible food content

• High-quality photos and videos: Use professional or well-composed shots of your menu items, behind-the-scenes kitchen prep, or close-ups of plated dishes.
• Reels and stories: Create quick, engaging videos of food being prepared, plated, or enjoyed by happy customers. You may also want to feature key staff members and regular guests.
• Seasonal and special items: Promote limited-time offers or seasonal dishes to create a sense of urgency for guests to visit you soon.

Engage your audience

• Interactive posts: Use informal polls, Q&A sessions, or caption contests to encourage audience participation. Make it fun and let your followers know they have a voice in your restaurant’s activities, menu and direction.
• Respond to comments and messages: Prompt, friendly replies build trust and loyalty. Whether these are positive or negative comments, it can be helpful to respond as needed, especially to negative comments. . Avoid confrontation. If a guest mentions a bad experience, ask that guest if you may contact them to learn more and correct the situation.
• User-generated content (UGC): Share photos or videos from guests who tag your restaurant and give them credit.
• Ask your audience questions: Tell them if you are considering the elimination of a menu item or the addition of a new menu item, or if you might be considering adding a weekend brunch or late-night happy hour. Ask their opinions and ideas and respond to these with appreciation.

Leverage local influencers and partnerships

• Collaborate with food bloggers/influencers: Invite them to dine and share their experience on their platforms. Influencers can have a powerful impact on driving traffic to your restaurant – especially with the younger Gen Z crowd.
• Community involvement: Partner with local events, charities, or businesses to amplify your visibility. Get behind local causes and consider sponsoring events in your community.
• Host social media giveaways: Offer prizes like free meals or discounts in exchange for follows, likes, or tagged friends.

Consistent branding and posting

• Establish a posting schedule: Stay active by posting consistently 3-5 times per week.
• Use hashtags and geotags: Include trending hashtags and tag your location to appear in local searches.
• Create a signature look: Use a consistent color palette, fonts, and voice to make your posts instantly recognizable.

Promote deals and exclusive content

• Offer social-media-exclusive deals: Reward followers with promo codes, discounts, or "secret menu" items.
• Highlight special events: Announce happy hours, themed nights, or live entertainment.
• Behind-the-scenes content: Share relatable moments like staff spotlights or fun prep moments to humanize your brand.

Below are a few more “Bonus” ideas for utilizing social media to build your restaurant business:

• Host live events: These can be live cooking demonstrations, a “sneak peek” at a new menu item or crafted cocktail
• Use humor: Post fun, relatable restaurant memes or stories from your kitchen crew.
• Celebrate food-specific holidays: Whether it is national Mac & Cheese Day, Margarita Day or an every-week Taco Tuesday, theme your posts and your promotions to capitalize on these.
• Highlight guest reviews and stories: Post screenshots of positive reviews and guest experiences and ask readers to share their own experiences.

The biggest things to remember are that to gain a following on social media, you must:

• Engage your followers. Great content is an absolute necessity.
• Don’t talk AT them. Instead talk WITH them.
• Be honest, humble and approachable. If you are having a challenging time, share this challenge with your followers. Authenticity is vital.

By combining creativity, consistency and interaction, you can cultivate a loyal social media community that translates into more loyal guests.

For more information on this topic, or to learn how Baker Tilly specialists can help, contact our team.

David Foster is the Principal of Foster and Associates, a restaurant, bar and hospitality consulting firm. He may be reached at dfoster@fosterandassociates.net.

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