Blogging my entrepreneurial journey, I realized that a lot of the questions I receive surround the subject of what are the best social media platforms to use for a restaurant. Restaurants are a sophisticated enterprise to run, given the often razor-thin margins, brutal competition, and the constant fluctuation of world food prices. But as I soon discovered, opening up the world of eCommerce and social media can introduce a tangible path to success amid the chaos of this cutthroat industry.
Starting out in the culinary industry, setting up a successful business was always going to be a Herculean task. There were several hurdles to navigate; purchasing the right equipment, leasing the perfect locale, and navigating the dizzying world of licenses and permits. After successfully overcoming these initial obstacles, the focus shifted to winning over customers, and that’s when I discovered the true value of social platforms.
My first encounter with social media, like many entrepreneurs, began from a place of naïveté. I figured as long as you had a slight online presence, you were on the right path. But as months went by, the sales did not match the level of effort I had invested. That’s when I learned a crucial lesson: not all social media platforms are created equal, especially when it comes to restaurants.
Facebook turned out to be a major game-changer. With its massive user base, it quickly became my #1 tool to reach local customers. The advanced geo-targeting options available allowed me to pinpoint specific neighborhoods around my restaurant, ensuring every ad dollar was spent wisely. Plus the ability to share lush, vibrant photos of my menu helped to draw in budding foodies keen to try something new. But it wasn’t just about attracting customers; Facebook provided the perfect environment for nurturing customer relationships. A regular stream of posts helped keep my restaurant top of mind, and by replying to comments, I established a unique level of personal connection with my clienteles.
Then there was Instagram. This platform quickly became my second favorite tool due to its picture-driven nature, making it a heaven for restaurants. Every well-presented dish became a creative canvas, promoting the business one mouthwatering photo at a time. Instagram Stories offered a ‘behind-the-scenes’ peek into the day-to-day operations of our restaurant – from farm to table – which resonated immensely with our customer base. Being owned by Facebook, it also offered similar ad-targeting capabilities, adding more depth to our online marketing efforts.
Twitter and LinkedIn were less fruitful in driving online sales, though not entirely useless. Twitter helped with customer service, promptly addressing queries and complaints in real-time. LinkedIn meanwhile proved handy in business networking, connecting me to potential suppliers, and establishing industry credibility. However, when it came strictly to promoting restaurant sales, Facebook and Instagram were the undisputable champions.
Then, out of nowhere, came TikTok. Initially, I dismissed it as a platform for the younger generation. However, it soon became obvious that it was more than just teens lip-syncing to their favorite tracks. As marketers began leveraging its viral nature, I joined the bandwagon and began posting short, fun videos showing the soul of the restaurant; our staff, our process, our love for food. TikTok’s exploratory algorithm did the rest, driving user engagements and encouraging more people to visit us.
Today, eCommerce is integral to the restaurant industry, especially given the digital acceleration triggered by the COVID-19 pandemic. Harnessing the power of social media platforms has not only helped me sustain but thrive in a challenging domain.
But, remember, success on social media doesn’t magically occur overnight. Albeit cliché, consistency truly is key. Regular posting, continuous engagement, a thorough understanding of the platform’s analytics, and most importantly, perseverance — all contribute towards success. Striking a chord with your audience paves the way for loyal customers, online orders, and ultimately, a thriving restaurant business.
There’s no one-size-fits-all formula to determine what are the best social media platforms to use for a restaurant, but through a mix of experimentation, patience, and a deep understanding of your customer base, you can discover the perfect recipe for your unique business. Every restaurant has a story to tell, and harnessing the power of social media can help narrate yours.