THE IMPORTANCE OF SOCIAL MEDIA TO RESTAURANTS Why Smart Restaurants Are Rethinking Their Social Media Strategy Social media is no longer optional for restaurants — it’s the new front door. But as the digital landscape evolves, operators are asking a smarter question: how much is too much? In an era of paid algorithms, influencer fatigue, and AI-driven content, the smartest brands are learning to use social media strategically — not desperately. Here’s how to strike the balance. The Digital Reality Check Social media remains one of the most effective tools for driving awareness, engagement, and loyalty. Platforms like Instagram, TikTok, and Google Business are the modern version of foot traffic — guests “walk by” with their thumbs. But it’s a mistake to see social media as the entire marketing strategy. The best- performing restaurants treat it as a conversation tool, not a crutch. Why You Still Need Social Media It’s Where Your Guests Live More than 80% of diners discover new restaurants online before visiting in person. Platforms like Instagram and TikTok are the new Zagat — they shape first impressions. Visual Storytelling Drives Desire Food is inherently visual. A perfectly plated dish or behind-the-scenes reel connects emotionally and instantly — something traditional advertising struggles to do. Community Engagement Is Currency Responding to comments, sharing user-generated content, and highlighting your team builds trust. Guests don’t just want to eat — they want to belong.
It Amplifies Every Other Channel Social media works best when integrated with email marketing, loyalty programs, events, and PR — not when it replaces them. It’s the amplifier, not the orchestra. Where Restaurants Go Too Far Chasing Viral Instead of Valuable A million views don’t mean a full dining room. A small, loyal local following that converts into repeat visits is worth far more than fleeting viral fame.
HOSPITALITY NEWS OCT | Page 15
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