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Social Media for Restaurants: A Complete 2024 Strategy Guide

Social media can drive 20-30% of your delivery orders. Here's how to build a strategy that actually works.

EW
Emily Wong
Content Strategist
September 21, 2024
12 min read

The Social Media Reality


Every restaurant is on social media. But most aren't using it effectively.


The average restaurant posts sporadically, gets a few likes, and sees zero impact on orders.


But restaurants that do social media right see 20-30% of orders come from social channels.


Here's the difference between posting and actually driving business.


Why Social Media Matters


The Numbers

  • Instagram: 1 billion+ users, 500 million daily Stories
  • Facebook: 2.9 billion users, strong local search
  • TikTok: 1 billion+ users, high engagement
  • Google: 40% of local searches are food-related

    • The Opportunity

    Social media is where your customers are:

  • Discovering new restaurants
  • Deciding what to order
  • Sharing their experiences
  • Looking for deals

    • Platform Strategy


    Instagram (Priority #1)

    Why: Visual platform perfect for food, high engagement


    Content strategy:

  • Photos: High-quality food photos (3-5 per week)
  • Stories: Behind-the-scenes, daily specials (daily)
  • Reels: Quick recipes, prep videos, fun content (2-3 per week)
  • IGTV: Longer-form content, chef interviews (1 per week)

    • Best practices:

  • Post at 11 AM-1 PM or 7-9 PM
  • Use 10-15 relevant hashtags
  • Engage with comments within 2 hours
  • Tag location in every post
  • Link in bio to ordering page

    • Goal: 1,000+ followers, 5%+ engagement rate


    Facebook (Priority #2)

    Why: Strong local search, older demographics, event promotion


    Content strategy:

  • Posts: Menu updates, promotions, events (3-4 per week)
  • Events: Promote specials, new menu items
  • Groups: Join local food groups, engage authentically
  • Live: Behind-the-scenes, Q&A sessions (monthly)

    • Best practices:

  • Post at 1-3 PM (highest engagement)
  • Use Facebook Events for promotions
  • Respond to reviews and messages quickly
  • Join local business groups
  • Use Facebook Ads for targeted promotions

    • Goal: 500+ followers, active community


    TikTok (Priority #3)

    Why: High engagement, viral potential, younger demographics


    Content strategy:

  • Videos: Prep process, behind-the-scenes, fun content (3-5 per week)
  • Trends: Participate in food-related trends
  • Hashtags: Use trending food hashtags
  • Duets: Engage with other food content

    • Best practices:

  • Post at 6-10 AM or 7-9 PM
  • Keep videos under 60 seconds
  • Use trending sounds and hashtags
  • Show personality and authenticity
  • Link to ordering in bio

    • Goal: 5,000+ followers, viral potential


    Google Business Profile (Essential)

    Why: Appears in local search, Google Maps, reviews


    Content strategy:

  • Posts: Daily specials, events, updates (daily)
  • Photos: High-quality food and restaurant photos (weekly)
  • Updates: Hours, menu changes, promotions
  • Q&A: Answer customer questions

    • Best practices:

  • Post daily updates
  • Respond to all reviews
  • Add photos regularly
  • Keep information current
  • Use Google Posts for promotions

    • Goal: 4.5+ star rating, 50+ reviews


    Content Calendar


    Daily

  • Instagram Story (behind-the-scenes or daily special)
  • Google Business Profile post (special or update)

    • 3x Per Week

  • Instagram feed post (food photo)
  • Facebook post (update or promotion)

    • 2x Per Week

  • Instagram Reel or TikTok video
  • Engagement with comments/messages

    • Weekly

  • Longer-form content (IGTV, Facebook Live)
  • Content planning for next week

    • Content Ideas


    Food Photography

  • Individual dishes (hero shots)
  • Plated meals (full spread)
  • Prep process (ingredients, cooking)
  • Finished dishes (customer-ready)

    • Behind the Scenes

  • Kitchen prep
  • Chef at work
  • Team members
  • Daily operations

    • Customer Content

  • Customer photos (with permission)
  • Reviews and testimonials
  • Happy customers
  • Delivery unboxing

    • Educational

  • Cooking tips
  • Ingredient sourcing
  • Nutrition information
  • Pairing suggestions

    • Promotional

  • Daily specials
  • Limited-time offers
  • New menu items
  • Holiday promotions

    • Engagement Strategy


    Respond to Everything

  • Comments within 2 hours
  • DMs within 1 hour
  • Reviews within 24 hours
  • Questions immediately

    • Engage Authentically

  • Like and comment on customer posts
  • Share user-generated content
  • Participate in local conversations
  • Join relevant groups and communities

    • Build Community

  • Create a hashtag for your restaurant
  • Run contests and giveaways
  • Feature customer content
  • Host virtual events

    • Paid Advertising


    When to Use

  • Promoting special events
  • Driving delivery orders
  • Building local awareness
  • Retargeting website visitors

    • Budget

  • Start with $50-100/week
  • Test different audiences
  • Focus on one platform initially
  • Scale what works

    • Best Practices

  • Target local audience (5-10 mile radius)
  • Use high-quality visuals
  • Clear call-to-action
  • Track conversions

    • Measuring Success


    Engagement Metrics

  • Followers: Growth rate
  • Engagement rate: Likes, comments, shares (target: 3-5%)
  • Reach: How many people see your content
  • Saves: Content people want to reference

    • Business Metrics

  • Website traffic from social: Track in Google Analytics
  • Orders from social: Use UTM parameters
  • Direct messages: Leads and inquiries
  • Review mentions: Social media driving reviews

    • Tools and Resources


    Photo Editing

  • Canva: Free design tool, templates
  • VSCO: Photo filters and editing
  • Lightroom: Professional editing (mobile app)

    • Scheduling

  • Later: Free up to 30 posts/month
  • Buffer: $15/month for 8 social accounts
  • Hootsuite: $49/month for 10 social accounts

    • Analytics

  • Instagram Insights: Built-in analytics
  • Facebook Analytics: Built-in analytics
  • Google Analytics: Track website traffic

    • Common Mistakes


    1. Inconsistent Posting

    Posting sporadically = low engagement. Consistency is key.


    2. Poor Quality Photos

    Blurry, poorly lit photos = ignored. Invest in good photography.


    3. Ignoring Engagement

    Not responding to comments = lost customers. Engage actively.


    4. Too Promotional

    Only posting promotions = unfollows. Mix promotional with valuable content.


    5. No Strategy

    Posting without a plan = wasted time. Have a content calendar.


    Getting Started


  • Week 1: Audit current social presence, set up profiles
  • Week 2: Create content calendar, shoot initial photos
  • Week 3: Start posting consistently (daily Stories, 3x/week feed)
  • Week 4: Engage actively, respond to all comments
  • Month 2: Analyze what works, double down on successful content

    • The Bottom Line


    Social media isn't optional for restaurants. It's where customers discover you, decide to order, and share their experiences.


    But posting isn't enough. You need:

  • Consistent, high-quality content
  • Active engagement
  • Clear strategy
  • Measurement and optimization

    • Start with one platform (Instagram), post consistently for 30 days, and measure the impact. You'll be surprised by the results.


    The restaurants that do social media right see 20-30% of orders come from social. That's $6,000-9,000/month for a restaurant doing $30k in delivery revenue.


    Worth the effort? Absolutely.

    Tags

    social mediamarketingInstagramFacebookTikTok

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    EW

    Emily Wong

    Content Strategist

    Emily Wong leads restaurant success at Chowfly, helping hundreds of restaurants optimize their delivery operations and recover lost profits.

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