Today, if your restaurant isn't present in your customers' feeds, it's likely to disappear from their radar. But the good news is, you don't need a TV budget or a studio to create engaging content . All you need to do is tell your story—with your words, your food, and most importantly… your authenticity.
Here's how to build a strong digital presence with well-thought-out, well-structured…and easy-to-produce content.
How to get started when you're starting from scratch?
Start simple. You don't need to create three posts a day. The goal is to be consistent , not perfect. Here are the basics to get you started effectively:
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Choose 2 to 3 platforms maximum (e.g.: Instagram + Facebook, or TikTok + Instagram if you have a young clientele).
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Create a light content calendar , with 2-3 posts per week.
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Identify your strengths : Are you a good cook? Use prep reels. Is your atmosphere unique? Showcase it in photos. Is your team funny? Showcase it.
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Take inspiration from other restaurants, but be yourself.
Tip: Take 1 hour per week to create burst content. A recent phone is sufficient.
The right mix of formats: reels, carousels, photos, stories
Each format has its strengths. Here's a comparison to help you choose the right types of content for your goals:
|
Format |
Main objective |
What you need to know |
|---|---|---|
|
Real |
Reaching new customers |
Highly viral, short video format (15–60 sec), put the dish into action |
|
Carousel |
Keep attention and explain |
Multiple images or information, perfect for showing a menu, a recipe |
|
Photo |
Inspire, make hungry |
Simple, effective, but depends a lot on visual quality |
|
Story |
Create an immediate connection |
Ephemeral format (24 hours), ideal for showing the atmosphere or behind the scenes |
|
Live |
Create direct interaction |
Ideal for special events or Q&A with the community |
Tip: Don't post the same content everywhere as is. Adapt the format according to the platform and target audience.
Understanding the Differences Between Social Channels
|
Platform |
For whom? |
To be preferred for… |
|---|---|---|
|
|
Visual, 18-40 years old |
Reels, appetizing photos, stories, carousels |
|
|
General public, 30+ |
Events, local promotions, community sharing |
|
TikTok |
Young, entertainment lovers |
Fun videos, trends, recipes in fast motion |
|
|
B2B, franchisors, HR |
Corporate culture, employer brand |
|
YouTube |
Long format, tutorials |
Filmed recipes, kitchen tours |
Simple strategy: start with long content and adapt it
Producing content takes time, so maximize every effort. Here's an effective method:
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Create a “pillar” piece of content once a month: a 1- to 2-minute video (e.g., restaurant tour, dish preparation, chef’s message).
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Cut it into several short reels (e.g., step 1, step 2, final version).
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Take screenshots to create an Instagram carousel .
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Summarize it in a newsletter or Facebook post .
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Reuse audio or punchlines in TikTok stories .
From this video:
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Starting with a single piece of content, you create 5 to 7 publications tailored to each channel.
Best practices for maintaining engagement without burning out
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Involve your team : Your employees can capture spontaneous moments during service.
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Recycle your content : a reel from 6 months ago can be republished if the dish is back in fashion.
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Use trends wisely : Popular music or viral formats can boost your reach, but stay true to your tone.
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Use each platform's statistics to understand what's working (engagement, shares, clicks).
Conclusion
Creating engaging content doesn't mean becoming an ad agency. It means showcasing what you're already doing well , with a little organization, consistency, and intention.
By combining diverse formats, authentic messaging, and a simple yet structured strategy, you can build a loyal community, strengthen your brand, and expand your restaurant's reach beyond its walls.
