Why Restaurant Social Media Marketing Fails—And How to Get It Right

Social media is one of the most powerful restaurant marketing tools available today… yet many struggle to see real results from their social media efforts.

The problem? No social media marketing strategy.

Rather than chasing trends and algorithm changes, restaurants need a focused, sustainable approach to social media marketing that builds brand loyalty and drives sales.

And with this step-by-step guide, that’s easier than you think!

In this guide, we’ll break down the foundational principles of a strong restaurant social media strategy, covering everything from platform selection and where to start to content creation and performance tracking.

The “Why” Behind the Guide 

Our Beginner’s Guide to Social Media Marketing for Restaurants is for owners, operators, and managers who want to ramp up their social media marketing efforts but need more guidance on where (and how) to start. 

Developed in collaboration with Deena McKinley — the Managing Partner and Founder of Maverick Marketing Solutions, LLC — this guide will take you through all things social media marketing, including: 

• The basics of social media marketing for restaurants 
• High-level strategies to guide your social media marketing 
• Best practices to follow with your restaurant’s social media marketing 
• How to engage your audience and build community through social media marketing 

…with pro tips, real-life examples, and suggestions along the way. 

Let’s get into it! 

Getting Started: The Basics of Social Media Marketing for Restaurants

Should every restaurant be on social media?

Yes, every restaurant should be on social media — as long as they’ve got a clear purpose. 

Social media is a powerful tool for restaurants to generate brand awareness, encourage customer engagement, and drive sales. 

But if your restaurant doesn’t have the resources to maintain an active presence on multiple social media platforms, it can be better to focus on a few core channels instead. Posting consistently on a few core channels is often better than spreading yourself too thin across every platform and struggling to maintain quality, relevance, and momentum.

Who should look after social media marketing for restaurants?

Whether your restaurant runs its own social media accounts or outsources it to an agency depends on your resources. 

In-house social media management can work well if your restaurant has a dedicated team member with marketing experience.

Outsourcing to a social media marketing agency can provide professional expertise and consistency, particularly for restaurants with multiple locations.

A hybrid social media marketing approach can work for restaurants with an internal team able to handle day-to-day content. Then, you can look to external agencies for higher-level strategy and ad management.

Step up your social media game with the full Restaurant Marketing Guide.

Which restaurants should manage social media marketing in-house?

For independent restaurants, social media can be managed by an owner, operator, manager, or team member with a deep understanding of the brand (and time to spend on social media). 

For larger restaurant chains, having a dedicated social media manager (or multiple) is ideal.

Where to start when it comes to social media marketing for restaurants?

I recommend three steps to restaurants just getting started with social media. 

Step 1: Start with a single platform 

Running your restaurant’s social media takes time… and that time multiplies for every social media channel you use. Start by focusing on a single platform —  like Instagram for visual content or Facebook for local reach — and build out your social media from there. 

Step 2: Develop a high-level strategy

The key to a strong social media presence is consistency. As you’re figuring out your first social media platform, start preparing a multi-platform strategy. That way, when you’re ready to expand to a second (or third or fourth) platform, you’ll know exactly what to do and how to do it. 

Step 3: Optimize with scheduling tools 

Whether your restaurant is on one social media platform or four, leveraging tools like Meta Business Suite and Later can streamline the process. Scheduling posts ahead of time, getting help with captions, and posting on multiple platforms at once is easier when it’s all done using the same optimized tool. 

Social Media Marketing Strategies for Restaurants 

What are the key components of a successful social media marketing strategy for restaurants?

A successful social media marketing strategy for restaurants has six key components. 

1 — Clear brand positioning

Get super clear on the “why” behind your restaurant’s social media. What kind of things will you post about? What “vibe” will you give off? What do you want people to gain from your content?

2 — Consistent brand voice and visuals

Once you understand your “why,” determine how you’ll execute it through brand voice and visuals. There’s no right or wrong way to do this. Just make sure it’s authentically you! 

3 — Engaging content mix

Keep your audience engaged by posting a range of different content. Share product promotions, behind-the-scenes looks, opportunities for community engagement… variety is key! 

4 — Regular posting schedule

Posting on random channels once in a blue moon won’t do anything for your restaurant’s online presence. Follow posting recommendations for the channel you’re using (more on that later). 

5 — Proactive engagement with followers

Don’t just wait around for likes and comments. Proactively engage with your followers by asking questions, commenting on their posts, and prompting conversations in Stories.  

6 — Tracking key performance metrics

The only way to grow your restaurant’s social media? Try things out, check your performance metrics, then use what you’ve learned to adjust and try again. (More on this later, too!)

See what else social media can do for your business with the FULL Guide to Social Media Marketing for Restaurants.

Which social media platforms are most effective for restaurants?

There are tons of different social media platforms that work well for restaurants.

But what makes one platform the “best” for your restaurant? Well, that depends on what you want to achieve!  

How should a restaurant define its brand voice and identity on social media?

The way you show up online — A.K.A. your restaurant’s brand voice and identity — should reflect your restaurant’s atmosphere, value, and overall “vibes.” 

Are you playful and fun? Are you high-end and serious? Are you laid-back and friendly? 

Find a way to show up that feels authentic, then use it consistently across every social media platform you use. 

→ Pro Tip: For more info on building a brand voice, this guide from Hootsuite is a great resource! 

Social Media Marketing Best Practices for Restaurants

How often should a restaurant post on social media?

How often your restaurant should post on social media depends on the platform you’re using. 

These are my recommended post cadences for the most popular social media platforms. 

• Instagram & TikTok posts: 3-5 times per week
• Facebook posts: 3-4 times per week
• Stories/Reels: Daily engagement is ideal 

→ Pro Tip: If you can’t keep up with daily Stories or Reels, try to post at least 3 to 4 a week. You can film multiple Stories or Reels at once (called “batching content”) to make things easier! 

What types of content should restaurants prioritize?

Several tried-and-true content types work really well for restaurant social media. 

What content formats work best?

Five content formats work especially well for restaurant social media. 

1. Short-form videos 

2. High-quality food photography 

3. Polls/Q&As 

4. UGC reposts 

5. Long-form, blog-style posts Want to read more? Download Craver's FREE Ultimate Coffee Shop and QSR Social Media Marketing Guide!

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Written By Melissa Mertsis

Melissa is a freelance writer for Craver.