Restaurant marketing

How the Food and Beverage Industry Can Tap into Social Media 

“The phone eats first.” If you’ve been out to brunch or tried any new restaurant hot spots in the last ten years, you’ve probably heard this phrase. It’s impossible to avoid. Facebook is ready to burst with Portrait mode pictures of delicious looking meals. Some restaurants have even altered their decor or plating to maximize the perfect Instagram shot! Alongside restaurant guides and food journalism, customers increasingly discover places to eat through social content. Regardless of how you feel, it is clear that a major part of any restaurant’s marketing strategy needs to be focused on social media and digital ads.

The world of digital marketing can seem difficult to approach for a small business. However, it gives businesses of many sizes a way to reach people, even though time, budgets, and resources differ. Whether you’re a high end restaurant in Washington, D.C. or a hole-in-the-wall in New Orleans, there is no cost to sign up for high traffic social media platforms like Instagram, Facebook and Google Business.

How Do I Create Content?

Social media is an incredible tool to market your restaurant. Your Instagram feed is a constantly evolving combination menu and billboard that lives inside of potential customers’ pockets. You can use your posts and grid to create a brand identity followers will want to be a part of. This is a place to be aspirational; what kind of dishes and what kind of people best represent your bar or restaurant?

Of course, you should include close ups of appetizing looking appetizers, the most mouth-watering cheese pulls, the greenest fresh salads and condensation falling down the side of your craft cocktails. That’s a given and, more often than not, the main draw of your restaurant. However, also include images of your decor and space. Rooftop bar? Show off that incredible breathtaking view of the Miami skyline and Biscayne Bay. Pet-friendly? A cute dog can make a welcoming addition to your feed when it fits your space and audience. 

Pictures are great, but video can add another dimension to your restaurant’s story. A quick kitchen moment, a dish coming together, or a welcoming tour can work well as a Reel or TikTok. Posting consistently helps people know what to expect; it does not guarantee reach or turn every follower into a recurring customer.

It’s important to vary your content. People get bored easily and the same pictures of the same food day after day will get old quickly. That’s why you should always use a Content Calendar. With a Content Calendar, you can plot out posts in advance and make sure you don’t post too much similar content in a row. There can be a fine line between developing your brand voice and being repetitive. Content Calendars can also help you design intricate grid patterns that look professional. 

Grid patterns are not difficult to create. However, they require planning and attention to detail.

How Can I Promote Specials?

Similar to video, Stories on platforms such as Instagram and Facebook are a useful way to drive engagement. They give you a space to share timely updates without making every announcement a permanent feed post.

And stories can be especially useful for restaurants and bars that have daily specials. It helps keep your followers engaged and makes them feel like they belong to an exclusive community—when the information is useful, accurate, and easy to act on. A historical example discussed in this original article was Chain, a Los Angeles pop-up that used social posts and surprise releases to build interest in its limited offerings. The useful lesson is to make availability clear and give followers a reason to pay attention.

You may not have the star power of Chain, but you can draw inspiration from their marketing plan to create demand for daily or weekly specials at your restaurant. Additionally, reposting Stories is one of the best ways to engage with your customers.

How Can I Engage my Customers?

Every business thrives off returning customers. Brand loyalty is key. The proof is in the pudding with the rabid fan bases of tech companies like Apple and Tesla. Now, you don’t need a new iPhone every day, but you need to eat every day. Social media can be used to create the same kind of passion and loyalty with people who live in your local area and tourists that visit from out of town.

Word of mouth is still very much a thing—it’s just digital these days. You’ll want to make sure your business is verified on review sites like TripAdvisor, Yelp, Google Reviews, and Facebook to give thanks to people who leave positive reviews and get feedback with those who leave not-so-positive reviews about your restaurant. Keeping listings accurate and replying thoughtfully to guests also supports your local SEO.

Finally, you want to showcase these reviews! Don’t be afraid to brag about yourself a little bit. A follower who previously hadn’t tried a signature cocktail at your bar might see a positive comment on Facebook and want to come in and try it for themselves. 

This goes double for UGC (or User Generated Content). Remember, “The phone eats first”? We definitely recommend a professional photoshoot every so often, but you have hundreds of potential photogs paying you every single day. With their permission, giving them a shoutout by reposting their picture on your feed or in your stories is a great way to foster a relationship and keep ‘em coming back for more.

Need More Time?

Meerkat Media Group has a vast range of experience with everything from daily content creation to complete brand marketing. If you’re looking for guidance on a restaurant marketing plan, we’re here to help. Contact us to learn how to take your digital marketing to the next level!