8 Expert Social Media Tips Every Restaurant Owner Needs to Know

July 22, 2025

In today’s competitive F&B landscape, social media is no longer optional it’s your restaurant’s new “menu.” For most diners, your online presence is the first impression they have before even stepping through your doors.

According to Toast’s 2024 Restaurant Trends Report, over 70% of diners browse a restaurant’s social media before making a reservation. This powerful statistic highlights just how crucial a strong online presence has become for attracting new customers and retaining loyal ones.

At KimEcopak (KE), we’ve partnered with hundreds of restaurants across Canada from cozy family-owned cafés to upscale fine-dining venues helping them craft social media strategies that not only increase visibility but also drive real business results. Through our extensive experience, we’ve identified 8 proven social media tips that separate the most successful restaurant brands from those struggling to stand out.

This guide will show you how to build brand awareness, engage food lovers, and boost reservations all while staying true to your restaurant’s unique personality.

What is Social Media?

Social media refers to a collection of online platforms and applications that allow users to create, share, and engage with content in real-time. It enables individuals and organizations to connect, communicate, and build communities through various formats, such as text, images, videos, live streams, and interactive stories.

Unlike traditional media, which is one-way communication, social media promotes two-way interactions, where users can respond instantly through comments, likes, shares, or direct messages. Popular social media platforms include Facebook, Instagram, TikTok, YouTube, LinkedIn, Pinterest, and X (Twitter).

Why Social Media Matters for Restaurants

The way customers discover restaurants has fundamentally changed. Instead of relying solely on word-of-mouth or traditional ads, diners now “preview” a restaurant’s experience via Instagram, Facebook, or TikTok.

When customers scroll through your feed, they’re not just admiring food photos they’re evaluating:

Your restaurant’s personality (Is it modern, cozy, family-friendly?)
Food quality and menu appeal
Ambience and overall dining experience

A well-curated social media presence can dramatically influence customer decisions by:

Increasing brand visibility within your local market.
Building trust and loyalty through authentic engagement.
Driving more reservations and takeout orders with clear calls-to-action and promotional content.

8 Expert Social Media Tips For Restaurants

1. Start with a Clear Social Media Strategy

The restaurants that succeed on social media all share one key trait: a well-defined strategy that aligns with their business goals. Without a roadmap, your content risks becoming random, inconsistent, and ineffective.

Begin by asking yourself the right questions:

What is your primary objective? Are you aiming to build brand awareness, increase dine-in reservations, drive takeout and delivery orders, or all of the above? Your goals will determine the tone, content type, and posting frequency.
Who is your ideal audience? Are you targeting young professionals seeking trendy spots for brunch, busy families looking for convenient takeout, or foodies who love exploring unique culinary experiences?
What sets your restaurant apart? Think about your unique story whether it’s farm-to-table ingredients, a chef’s signature dish, or your commitment to eco-friendly packaging.

By clearly defining your goals and audience, you can create content that resonates with your target customers rather than posting generic food photos that disappear in a crowded feed. For example, a family-friendly restaurant might share engaging posts like “Kids Eat Free Wednesdays,” while a high-end steakhouse could highlight premium cuts and chef-curated wine pairings.

2. Choose the Right Social Media Platforms

Not every platform is the right fit for your restaurant. Instead of trying to be everywhere, focus on the channels where your target audience spends the most time and where your content can shine. Each platform offers unique strengths that you can leverage for different goals:

Instagram: The Visual Powerhouse: Perfect for stunning food photography, Reels, and Stories that showcase your signature dishes, seasonal specials, or restaurant atmosphere.

Use carousel posts to highlight your menu or weekly specials.
Leverage Instagram Stories & Reels for short behind-the-scenes clips like your chef plating a dish or time-lapse videos of meal prep.
Take advantage of Instagram Highlights to categorize content (e.g., Menu, Reviews, Events).

TikTok: Trend-Driven Storytelling: TikTok is ideal for short, creative videos that capture your brand personality and the fun side of dining.

Create quick “chef’s table” moments, viral recipe challenges, or food hacks.
Use trending sounds or hashtags to boost discoverability (e.g., #FoodTok or #CookingTips).
Post 15–30 second videos showing unique menu items or quirky staff moments to connect with younger audiences.

Facebook: Local Engagement & Events: Facebook remains powerful for building local connections, sharing events, and running ads targeting nearby customers.

Share special promotions, holiday menus, or community events.
Use Facebook Groups to engage with local food communities.
Run geo-targeted ads to attract people within a certain radius of your restaurant.

By focusing on the platforms that best match your audience and content style, you can create impactful, consistent content without spreading yourself too thin.

3. Optimize Your Profiles

Your social media profile is your “online front door.” Customers often decide in seconds whether your restaurant is worth visiting.

Key elements to optimize:

Profile photo: Use a high-quality logo or signature dish.
Cover photo (Facebook): Show your ambience or a popular dish.
Bio: Keep it concise but unique.
- Example: “Toronto’s coziest café ☕ | Fresh-baked croissants daily | 123 Queen St. W | Open 8am–8pm.”
Link-in-bio: Use tools like Linktree or Beacons to feature your menu, reservations, and special promotions.

Pro Tip from KE: A well-optimized profile can increase clicks to your booking link by up to 30%, based on KE’s analysis of 100+ restaurant accounts across Canada.

4. Create Engaging Content

To stand out on social media, your content must do more than just look good it should tell a story, evoke emotions, and invite interaction. Great content showcases your restaurant’s personality while making followers feel like part of your journey.

What to Share:

Mouthwatering Food Photos: Capture your signature dishes, desserts, or drinks in natural light to highlight their colors and textures.
Example: Post a close-up of your best-selling burger with a caption like “Can you hear the crunch? Our Angus Burger is waiting for you tonight!”
Behind-the-Scenes Moments: Show the energy and passion in your kitchen your chef drizzling sauce, staff prepping for a busy night, or a quick time-lapse of a new dish coming together.
Example: A Reel showing your chef creating a latte art masterpiece.
Staff Highlights: Introduce your team to build a personal connection with your audience.
Example: “Meet Emma, our pastry chef who turns every dessert into edible art!” paired with a short video of her decorating a cake.

Use Video Formats:

Video content performs best on platforms like Instagram and TikTok.

Use Reels and Stories for quick, authentic moments (e.g., “Today’s Special in 15 Seconds”).
Consider before-and-after videos (plating a dish from scratch to final presentation) to create satisfying, shareable content.

5. Leverage User-Generated Content (UGC)

Your customers are your most authentic brand ambassadors. When diners share their experiences, they create genuine and relatable content that builds trust and draws new customers to your restaurant.

Encourage Content Sharing: Invite customers to tag your restaurant when they post about their meals. A simple line on your menu or table tents such as “Share your dining moments with #YourRestaurantName for a chance to be featured!” can motivate them to participate.
Repost Customer Photos (With Permission): Reposting photos from real diners adds credibility and a personal touch. For example, share a photo of a couple celebrating an anniversary dinner at your restaurant with a caption like:
“Thank you @username for celebrating your special night with us. Your smiles make our work worthwhile!”
Create a Signature Branded Hashtag: Design a unique hashtag for your restaurant, such as #PhoVancouver or #TasteAt[YourBrandName], and display it on your menus, website, or social media bio.
Host Fun UGC Contests: Encourage followers to share their best food photos or dining moments for a chance to win a small prize like a free appetizer, dessert, or discount voucher.
Example: “Post your favorite dish at [Restaurant Name] with #YourRestaurantName and tag us. The most creative photo this week wins a free dessert!”

Why It Works: According to Sprout Social (2023), UGC increases trust by 79% because customers are more likely to believe peer recommendations over brand-created content. A beautifully shot dish by a real diner feels more genuine and enticing than professional food photography alone.

6. Use Smart Hashtags and Location Tags

Hashtags and geotags are powerful tools to expand your reach beyond your current followers, helping local diners discover your restaurant. A well-thought-out hashtag strategy ensures your posts are seen by people who are actively searching for specific cuisines, dining experiences, or eco-friendly restaurants.

Mix Different Types of Hashtags: A balanced set might include:

Brand hashtags: To build your restaurant’s unique identity.
Examples: #YourRestaurantName, #YourCafeExperience, #TasteWith[BrandName].
Local hashtags: To attract customers in your area.
Examples: #TorontoFoodies, #VancouverEats, #MontrealRestaurants, #CanadaFoodLovers.
Dish-specific hashtags: To highlight signature dishes or seasonal menus.
Examples: #BestSushiToronto, #VeganPizza, #SeafoodLovers, #BreakfastVibes.

Use Geotags Effectively:

Tag your restaurant’s exact location or a popular landmark nearby to show up in local searches. For example, a post tagged with “Downtown Toronto” or “Toronto Waterfront” can capture tourists and local visitors looking for places to eat.

Example Hashtag Set for a Restaurant:
#YourRestaurantName #TorontoFoodies #FarmToTable #BrunchLovers #FoodieToronto #VeganPizza #TasteToronto

7. Engage Meaningfully

Social media is not just a one-way broadcast; it’s a place to connect and converse with your customers.

Respond Promptly: Make sure to reply to comments and direct messages (DMs) within 24 hours. For example, if a customer asks about your menu or opening hours, respond with a friendly tone and include a link to your menu or an image of a featured dish.

Example: Customer comment: “Is this salad vegan?” Suggested reply: “Yes! Our Garden Fresh Salad is 100% vegan with homemade dressing. Would you like me to reserve a table for you tonight?”

Encourage Participation: Create polls or Q&A sessions to boost engagement.
Example:

Poll on Stories: “Which topping do you prefer for our new pizza? 🍍 Pineapple or 🍅 Sun-dried Tomato?”
Host an “Ask the Chef” session where followers can submit questions about recipes or cooking tips.

Feature Loyal Customers: Share photos of customers who check in or leave positive reviews.

Example: A post featuring your “Customer of the Week” with a caption like:
“Thank you, Peter, for visiting us 5 times this month. You inspire us to keep going every day! #CustomerOfTheWeek”

8. Track Performance and Adjust

You can’t improve what you don’t measure. Keep track of key metrics to evaluate your social media performance.

Key Metrics to Monitor:

Engagement Rate: Calculate the percentage of likes, comments, and shares compared to the total reach.
Example: If a post gets 500 views and 50 interactions, your engagement rate is 10%.
Follower Growth: Track weekly or monthly growth in followers.
Example: Your account gained 200 new followers after running a mini-game.
Website Clicks: Monitor how many users click your website link for reservations or viewing your menu.
Reservations/Orders: Track how many bookings or orders are generated through your social media efforts.

Analytics Tools:

Use tools like Meta Business Suite, Hootsuite, or Google Analytics to analyze performance data.

Example:

If your “New Pizza Recipe” post has an engagement rate of 15%, which is above average, consider posting more recipe content or behind-the-scenes videos.
If an ad runs for 7 days but doesn’t generate bookings, adjust the visuals or CTA to make it more compelling.

Pro Tips from KE Experts

We recently worked with a family-owned Italian restaurant in Vancouver that was struggling to attract younger customers despite having excellent food and service. By implementing these social media strategies, they increased their Instagram engagement by 340% within three months and saw a 25% increase in reservations from customers who discovered them through social media.

The key to their success was personalization. Rather than copying generic restaurant content, they focused on sharing their family's authentic story, showcasing traditional cooking methods passed down through generations, and engaging genuinely with their local community. This approach resonated strongly with Canadian customers who value authenticity and personal connections.

Understanding your local market is crucial for restaurant social media success in Canada. Canadian diners appreciate genuine hospitality, local sourcing, and community involvement. Highlighting these aspects in your content can significantly improve your connection with local customers and set you apart from competitors.

Conclusion

Social media has become an essential tool for restaurant success in today's digital landscape. By implementing these expert tips from developing a clear strategy to engaging consistently with your audience you can transform your restaurant's online presence and drive meaningful business results.

Remember that social media marketing is a marathon, not a sprint. Consistency, authenticity, and genuine engagement with your community will yield better long-term results than sporadic posting or overly promotional content.

Ready to take your restaurant's social presence to the next level? Contact KE for a tailored strategy that will help you connect with more customers and grow your business through effective social media marketing.