It’s 2024, and your restaurant is navigating the fast-paced digital landscape. While you’ve successfully leveraged Instagram and Facebook, to truly thrive, it’s crucial to tap into the power of social media influencers. According to Toast, in 2023, 437,000 creators talked about food and beverage brands, generating substantial engagement across platforms. Moreover, 81% of consumers reported researching or purchasing an item or service after seeing posts from influencers, friends, or family.
This influencer marketing guide will break down the essentials of restaurant influencer marketing, covering its impact, how to find and collaborate with influencers, and tips for maximizing these partnerships to drive customers through your doors. By partnering with influencers, your restaurant can significantly enhance its visibility and credibility, reaching a broader audience. Don’t miss out on this opportunity!
Influencer marketing for restaurants is the process of partnering with individuals who have a strong online presence to promote your brand. This often includes influencers who specialize in food, lifestyle, or local activities. They create engaging content—like reviews, food photography, or on-site videos—that highlights your dishes, atmosphere, and special events, giving your restaurant a unique voice and personality that resonates with potential diners.
Food influencers bring authenticity and creativity to your brand story. Here’s what they can do:
Influencer marketing has become a game-changer for restaurants. By collaborating with food influencers who have an engaged local audience, your restaurant can tap into their follower base, reach potential customers, and showcase your brand in an authentic way. Here are some reasons why influencer marketing is a valuable investment for restaurants:
Local influencers serve as trusted guides within their communities, drawing audiences who actively seek dining recommendations nearby. For example, by partnering with a popular city-based food influencer who regularly reviews neighborhood spots, your restaurant can tap into a highly targeted, local follower base.
Followers tend to trust their opinions and seek out recommended places, especially for regional dining experiences. This makes it easy for your restaurant to build awareness among nearby diners who are already primed to visit based on the influencer’s credibility and reach.
When an influencer genuinely enjoys a meal or experience, followers see it as an endorsement from a friend, which can significantly increase trust and influence decisions. Consider a scenario where a food influencer shares a story about a unique dish at your restaurant—this personal touch feels spontaneous and relatable, encouraging followers to check out the experience for themselves.
This effect is stronger than traditional ads because it creates a sense of curiosity and excitement about a restaurant. A well-chosen influencer who already has an engaged community can amplify your message naturally and authentically, giving your restaurant a meaningful boost.
Influencer marketing is often more budget-friendly than large advertising campaigns, especially considering the potential return on investment. By offering a free meal or a unique experience to an influencer, you can generate quality content that the influencer will share with their audience, and that you can also repurpose. For instance, a chef’s table event at your restaurant might be a one-time cost but could yield multiple photos, reels, and mentions from the influencer that reach thousands of local followers.
Unlike ad content, which requires ongoing spend for visibility, influencer-generated content has a longer shelf life on social media and can continue attracting engagement without additional cost.
Creating a strong influencer marketing strategy for your restaurant is more than just selecting influencers and expecting results—it involves carefully defined goals, strategic partner selection, and genuine, ongoing relationship-building.
Let’s break down these critical steps to build a sustainable and effective influencer marketing plan for your restaurant:
Before initiating partnerships with influencers, pinpoint the primary objectives you want to achieve. These goals should guide each aspect of your campaign:
Identifying the ideal influencers can make or break your campaign. Rather than focusing only on large follower counts, consider the following when choosing the right partners:
Starting a relationship with an influencer can be more meaningful when you establish a rapport before jumping into a formal collaboration. Here’s how to foster these connections authentically:
Influencer marketing for restaurants works best when the campaign feels natural and enjoyable. Rather than simple sponsored posts, develop engaging campaigns that make followers feel involved and excited about visiting your restaurant:
Finally, as with any marketing effort, tracking performance is essential to optimize and refine your influencer strategy. Here are some metrics to consider:
Once you’ve identified influencers to work with, follow these steps to ensure a successful collaboration:
Send a genuine, personalized message when you approach an influencer. Mention specific aspects of their content you admire and explain why they’re a good fit for your restaurant.
Be clear about what you’re offering and what you hope to achieve. Whether it’s a free meal, event invitation, or paid partnership, discuss the details, deliverables, and deadlines.
Allow influencers the flexibility to create content in their unique style. Their creativity and personal touch make their recommendations feel more authentic to their followers.
Once you’ve built relationships with influencers, explore the different types of content that can help boost your restaurant’s visibility:
Influencers sharing honest reviews and highlighting popular dishes are excellent ways to give new customers insight into your offerings. Photos, Reels, and short videos add appeal and create buzz around your restaurant.
Take followers behind the scenes to see how their food is prepared or to meet the chefs. This kind of content makes your restaurant feel relatable and gives your audience a sense of connection with your team.
Ask influencers to film their first experience at your restaurant. Their authentic reactions and first impressions can make followers eager to try it themselves.
Finding the right local influencers may seem challenging, but several tools and methods can simplify the process:
Instagram and TikTok have become hubs for influencers. Use platform-specific search tools, hashtags, and location tags to find local food influencers. You can also try micro-influencers as they help with engaging a more targeted audience.
Consider using platforms like Influencity, HypeAuditor, or AspireIQ to find influencers based on location, niche, and engagement.
Search for local food-related hashtags like #NYCFoodie or #SanFranciscoEats on Instagram to discover influencers who already have an interest in the local food scene.
While influencer marketing encompasses many platforms, TikTok holds a special place for food content due to its powerful reach, trend-driven algorithm, and appeal to younger audiences. Restaurants partnering with influencers on TikTok gain a unique opportunity to leverage viral trends, connect with a tech-savvy demographic, and showcase their offerings through highly visual and engaging content.
The TikTok algorithm is designed to amplify trending content, and influencers can help your restaurant capitalize on these trends by creating videos that align with popular themes, sounds, and challenges.
Videos featuring influencers enjoying a signature dish or sharing a quick, creative cooking hack can quickly gain traction, spreading awareness and driving interest in your restaurant.
Hosting a TikTok challenge in partnership with influencers adds another layer of engagement. Imagine inviting customers to partake in a challenge unique to your restaurant—like sharing creative ways to enjoy a popular dish, or filming their reaction to a particularly memorable dining experience.
With influencer participation, these challenges encourage followers to create their own versions, generating user content that not only broadens your reach but fosters a community around your brand.
Finally, pairing TikTok Ads with influencer content can maximize your restaurant’s visibility. By working with influencers who are experienced with the platform, you can create ads that feel like a natural part of users' feeds, drawing more attention than traditional ads.
Influencers can offer a seamless transition between sponsored content and organic posts, reaching potential customers with an authenticity that feels less like an ad and more like a recommendation from a trusted source.
To select the best influencer for your restaurant, consider factors like local relevance, engagement rate, and whether their personal style and audience align with your brand. It’s also essential to review their past collaborations to ensure they can authentically represent your restaurant.
Influencer marketing budgets can range significantly based on the influencer’s audience size, platform, and type of content. Micro-influencers often charge less and can offer more focused, localized engagement, while influencers with larger followings typically have higher fees but can greatly increase exposure. With the right pitch, you may even connect with influencers who are open to visiting in exchange for a complimentary meal, providing valuable exposure with minimal cost.
Effective content for restaurant influencer campaigns includes taste tests, behind-the-scenes videos, dining experience vlogs, and creative TikTok or Instagram Reels. Give influencers the freedom to express their genuine reactions; authentic and relatable content often resonates more than heavily scripted posts. When an influencer provides an honest review, it's ideal to offer a memorable experience and showcase your best and most popular dishes, as this helps ensure their content truly reflects your restaurant's unique appeal.
To track success, monitor metrics like engagement rates (likes, comments, shares), follower growth, and website or reservation traffic. Additionally, setting up tracking links or promo codes can provide insights into direct sales from the campaign.
Offering complimentary meals is common practice and shows goodwill. However, always ensure there’s a mutual understanding of expectations regarding the post or story they’ll create in exchange.
Campaign length varies based on goals, but a mix of one-time promotions and long-term partnerships can be effective. Long-term partnerships can foster stronger brand loyalty, while short-term campaigns are great for specific promotions.
While Instagram and TikTok are popular for visual food content, Facebook and YouTube can also be effective for different audiences. Choose platforms based on where your target customers are most active and where your influencer has the strongest following.
Yes, influencers are required by law to disclose paid partnerships to maintain transparency with their audience. This disclosure fosters trust with both followers and potential customers.
At Best POS, we elevate your restaurant’s online presence by blending the power of influencer partnerships with expertly crafted video content. Our service connects you to your ideal audience on popular platforms like TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts, ensuring a strategic, impactful reach.
Looking to elevate your restaurant’s visibility? Our agency hosts exclusive influencer events, or "Media Nights," where we bring together influencers for a unique dining experience tailored to showcase your brand. Contact us to learn more about planning a Media Night for your restaurant!
Who is the Influencer Event/Media Night For?
Our Influencer Event, or "Media Night," is ideal for restaurants looking to make a splash in their community. Perfect for Grand Openings, Anniversaries, major events, rebranding, or any occasion when you want to generate buzz and attract attention. This exclusive gathering brings local influencers together to experience and share your restaurant's unique offerings, helping you build excitement and connect with your audience in a memorable way.
Here’s how we help your restaurant stand out with influencer marketing:
Influencer Collaboration
Our team partners you with influencers whose audiences align with your brand and who can help tell your restaurant’s story authentically. These influencers create relatable, engaging content that enhances your restaurant's reach, inviting their followers to experience your dining offerings.
Influencer Shoutouts for Local Engagement
Strengthen your community presence through targeted influencer shoutouts. With endorsements from trusted local voices, your restaurant gains visibility and credibility, making it a go-to choice in your area.
Custom Video Content
We create tailored video content that highlights what makes your restaurant unique—from delicious dishes to inviting ambiance. These custom videos are optimized for each platform, captivating viewers and encouraging them to explore your menu.
Targeted Ads for Broader Reach
To ensure maximum exposure, we amplify your influencer campaigns with targeted TikTok ads. Our strategic ad placements help reach a wider audience, driving traffic to your social media and restaurant.
Video Content
Our emphasis on video ensures that your posts stand out, drawing 33% more engagement than static images. We produce videos that invite interaction and create memorable moments that keep your restaurant top-of-mind for viewers.
Build Trust with Local Influencers
We use local influencers to foster authentic connections with your community. With their endorsements, your restaurant’s visibility and trustworthiness increase, making locals more inclined to visit. Through strategic collaborations, Best POS can help you enhance your brand’s credibility, expand your reach, and ultimately drive more diners to your restaurant.
When HQ Korean BBQ Hot Pot Duluth opened its doors in August 2023, it faced the common challenge of building visibility and a reputation in a competitive dining scene. Best POS stepped in to design a strategic influencer campaign aimed at driving excitement and foot traffic post-launch. By inviting a select group of local influencers to experience the restaurant’s vibrant ambiance and cuisine, HQ BBQ gained substantial reach on social media. The two-week campaign generated over 300,000 impressions and 50,000 engagements, with influencers sharing authentic content that highlighted the unique dining experience. This collaboration successfully boosted awareness and set the stage for HQ BBQ’s growing popularity in the local community.
Check out the complete success story.
Influencer marketing opens up exciting opportunities to connect with potential customers, build a positive reputation, and increase visibility. By partnering with influencers who genuinely enjoy your food and ambiance, you can create a compelling digital presence that goes beyond traditional advertising. Whether you’re showcasing on Instagram, diving into TikTok trends, or hosting influencer events, each collaboration builds your brand’s credibility and appeal.
Let Best POS guide you in making influencer marketing a vital part of your restaurant’s success. Reach out to us today, and let’s create an influencer strategy that fills tables and builds a loyal following!