Best Influencer Marketing Strategies for Restaurants & Cafes

In the fast-paced world of food and drinks, standing out isn’t just about having the tastiest dish on the menu—it’s about having your brand be seen and heard in all the right places. Enter influencer marketing: a medium that’s not just a trend, but a must for restaurants and cafes looking to engage younger crowds and amplify their brand presence.

With 70% of Millennials and Gen Z increasingly making dining choices based on influencer recommendations, it’s no surprise that the influencer marketing industry is on a serious growth spurt.

But here’s the thing: It’s not about finding the biggest celebrity to snap a picture with your signature dish. Oh no, it’s about authenticity—connecting with influencers whose genuine voices resonate with their followers, and leveraging the power of micro-influencers and user-generated content.

Take McDonald’s "Menu Hacks" campaign, for example. With its perfect blend of creativity and influencer power, this campaign took the brand to new heights.

Curious about how they did it? Keep reading to uncover the strategy behind their success—and discover the best influencer marketing tactics for your restaurant or café.

1. Creating a Buzz by Celebrating Customer Creativity

In a world where consumers are bombarded with countless marketing messages, it’s easy to overlook something as simple as a burger. But when a brand can tap into the creativity of its customers—like the secret menu items or “life hack” orders we all whisper about at the counter—it sparks a whole new level of engagement. The strategy here? Let your audience co-create the experience. Instead of just promoting your products, celebrate how your customers already enjoy them.

McDonald’s did just that with its “Menu Hacks” campaign. Rather than introducing a whole new set of menu items, the brand cleverly played off the growing trend of menu hacking—where people mix and match existing items to create something uniquely their own.

McDonald’s asked influencers to highlight their own custom “hacks” while showcasing how easy (and fun!) it is to mix and match menu items for a personalized meal. This wasn't just influencer marketing in the traditional sense—it was about giving fans the stage to show off their creativity and fueling the cultural trend of customizing meals in a way that felt authentic and relatable.

The Menu Hacks campaign was designed to tap into the consumer truth that everyone has their own “secret” way to enjoy McDonald’s. Think about it: whether it’s stacking extra patties on a Big Mac or pairing a McFlurry with a side of fries, people have been creating their own special orders for years. McDonald’s decided to turn this insider knowledge into a full-fledged campaign, celebrating the idea that there’s no wrong way to enjoy a Big Mac (or any other McDonald’s item).

Here’s how they did it: Influencers, who were carefully chosen to resonate with McDonald’s diverse, multicultural target audience, were tasked with showcasing different hacks on their TikTok accounts.

Influencers featured popular menu items like the Hash Brown McMuffin or Surf + Turf, turning these into viral sensations through fun, relatable content. The campaign wasn’t just about sharing a recipe—it was about encouraging customers to make their own creations, fueling the cultural conversation around customized meals.

McDonald's also harnessed TikTok’s Branded Hashtag Challenge and Branded Effects to engage users directly. The campaign’s hashtag, #McDonaldsHacks, blew up on the platform, reaching over 7.8 billion views in 30 days. People weren’t just watching influencers—they were actively participating, uploading their own hacks and building a community around the concept.

@sarahmargareteats Trying TikTok famous McDonald’s Hack! #mcdonalds #mcdonaldshacks #mcdonaldssecrets #fries #nuggets #buffalosauce #bbqsauce #sweetandsoursauce #fastfood ♬ original sound - Sarah Margaret

But let’s talk numbers. The campaign drove millions of consumers to McDonald’s, eager to try out the hacks they saw online. On TikTok, the campaign generated over 1.82 million user-generated videos and racked up an impressive 361 million likes, 12 million comments, and 20 million shares. The #McDonaldsHacks hashtag became a viral sensation, achieving a click-through rate (CTR) of 0.22% during the “educate” phase—well above the platform’s benchmark.

Perhaps the most telling figure: the campaign achieved a cost per visit of $0.03 to $0.09, which was significantly lower than the QSR benchmark of $0.31, making it one of the most cost-effective campaigns McDonald’s had ever run.

Key Takeaway: Give Your Audience the Spotlight

Here’s the actionable insight for restaurants and cafes looking to replicate this success: Instead of creating a marketing campaign around your latest product, try focusing on the customizations your customers are already making. Encourage your audience to create their own unique takes on your menu, and give them a platform (like social media) to share their creativity with the world.

2. Harnessing the Power of Local Influencers to Drive Regional Awareness

When it comes to growing a restaurant or café brand, especially in new markets, there's nothing like the authenticity of local influence. No matter how well-known your brand is, tapping into the localized appeal of influencers can work wonders in creating real excitement where it matters most: close to home.

The strategy? Activate local influencers to create buzz for your brand’s expansion into new areas. By partnering with influencers who have a strong connection to specific locations, you can drive excitement, generate trust, and boost engagement—all while keeping your message hyper-relevant.

Panera Bread proved just how effective this strategy can be when it launched its delivery service in 27 new cities across the U.S. Instead of opting for a one-size-fits-all approach, Panera focused on leveraging local influencers in the cities where it was launching delivery services. These influencers, with loyal followings within a 10-mile radius of the target markets, helped build authentic excitement around the new service, generating regional buzz and visibility.

Panera Bread teamed up with Social Native to implement a highly targeted influencer marketing strategy. Rather than casting a broad net, Panera carefully selected local influencers who had strong connections with their communities in specific cities such as Phoenix, Austin, Las Vegas, Cleveland, and Milwaukee. This allowed the brand to create geo-targeted content that resonated with potential customers in each market.

What made the campaign particularly effective was its focus on hyper-localization. Influencers created original content about Panera’s delivery service tailored to their local audiences. These videos and images weren’t just generic shout-outs—they were designed to speak directly to the needs, interests, and lifestyles of people in each city. This felt far more authentic than a national influencer touting delivery service to everyone, everywhere.

@katielopynski♬ original sound - katie lopynski

The brand didn’t just stop at influencer posts; it also repurposed the content into paid ads, which helped extend the campaign’s reach even further. In a nutshell, Panera turned each influencer's content into valuable creative assets that could work both organically and as part of a larger paid strategy.

This decision to work with local influencers paid off big time. The campaign generated over 500 pieces of authentic content, which resonated deeply with local audiences. Not only did this drive over 11 million potential consumer impressions, but the campaign also achieved an average engagement rate of 4%, which is well above the industry norm for food-related influencer marketing campaigns.

Key Takeaway: Get Local, Stay Authentic

If you’re planning to launch a new location a specific region, local influencers are a goldmine. They have the trust of their communities, and their content feels less like a branded advertisement and more like a friendly recommendation. To make this strategy work for your restaurant or café, focus on influencers who are deeply embedded in the culture of your target area. Don’t just pick anyone with a lot of followers—look for voices that truly matter to the people you want to reach.

3. Leverage Technology to Find the Right Voices

Not all influencer marketing is created equal. While many brands rely on influencers with big followings and aesthetically pleasing content, the real game-changer lies in finding influencers whose audience truly aligns with your brand’s ideal customer.

The strategy? Use AI-powered influencer discovery and audience analysis to ensure every influencer partnership is optimized for engagement, conversions, and brand fit. Instead of guessing which influencers might work, this approach relies on data to match brands with the right voices—maximizing ROI while minimizing wasted ad spend.

Sweetgreen took this concept to the next level by partnering with RAD Intel, using AI-driven audience-first personas to pinpoint influencers who resonated deeply with their target demographics. Rather than working with generic “foodie influencers,” Sweetgreen focused on audience behavior, identifying key interest groups—like eco-conscious foodies and on-the-go wellness seekers—and tailoring influencer partnerships accordingly.

Sweetgreen wanted to scale its influencer marketing efforts while maintaining brand integrity and driving measurable results. However, the brand faced challenges in ensuring its influencer partnerships were delivering real business impact—not just social media impressions.

By leveraging RAD Intel’s AI-powered influencer discovery, Sweetgreen was able to:

• Identify audience-first personas based on real consumer behavior, rather than traditional demographic assumptions.
• Use data-driven talent selection to ensure each influencer had the right audience overlap.
• Track influencer content performance and optimize paid ads with influencer-generated content for maximum impact.

One key insight? The campaign dispelled the common belief that Sweetgreen’s $25 salad price point was a barrier. Instead, data revealed that accessibility—not cost—was the real concern among potential customers. With this knowledge, Sweetgreen adjusted its messaging, aligning influencer content with themes of convenience and healthy on-the-go options.

This hyper-targeted approach allowed Sweetgreen to execute influencer campaigns with unprecedented precision, ensuring that every collaboration was strategically designed to reach and convert the right customers.

Sweetgreen’s AI-powered influencer campaign didn’t just generate buzz—it delivered quantifiable results. Compared to previous ad campaigns, RAD Intel-powered influencer content achieved:

• 188% improvement in engagement rate within the test group.
• 27% reduction in cost-per-acquisition (CPA) for paid media.
• 137% increase in click-through rates (CTR) compared to past influencer content.
• 153% improvement in ad effectiveness over a six-month period.

By using AI to refine influencer selection and campaign execution, Sweetgreen ensured that its marketing dollars were spent on content that resonated, converted, and contributed to long-term brand growth.

Key Takeaway: Use Data to Find Influencers Who Actually Convert

If you’re still picking influencers based on follower count and "aesthetic," it’s time to rethink your strategy. AI-powered influencer discovery helps restaurants and cafes go beyond surface-level metrics, ensuring that influencer partnerships are rooted in actual consumer behavior and interest alignment. To replicate Sweetgreen’s success, leverage audience data to:

• Identify micro-audiences that matter to your brand.
• Choose influencers based on audience fit, not just reach.
• Optimize influencer-generated content for paid media to maximize impact.

At the end of the day, the best influencer marketing strategy isn’t just about who’s posting—it’s about who’s listening.

4. Creating Viral Buzz Through a Festive Hashtag Challenge

Let’s face it: during the holiday season, everyone’s trying to spread a little joy. But how can a restaurant or café stand out amid the flood of holiday-themed content on social media? The secret is simple—tap into the community spirit of the season, give people a chance to be creative, and create a challenge that’s not only fun but also authentically connected to your brand.

That’s exactly what Pret A Manger did by launching the #JoyWithPret TikTok challenge, proving that when you combine festive spirit with influencer creativity, magic happens.

The strategy here is all about leveraging user-generated content through a branded hashtag challenge. Not only does this approach generate engagement, but it also encourages organic, authentic content creation that brings your audience into the conversation.

The challenge isn’t just about getting influencers to talk about your product—it’s about getting your audience involved, making them feel like they’re part of something bigger, and sharing moments of joy that reflect your brand's values.

In mid-November, Pret A Manger, known for its fresh and festive offerings, launched its first-ever TikTok campaign with a twist: it invited users to share their moments of joy using the hashtag #JoyWithPret. The challenge wasn’t just about promoting Pret’s new Christmas menu, it was about spreading festive cheer and allowing users to showcase their own creativity—whether that was through decorating, family moments, or sipping on a Pret seasonal drink.

The campaign quickly gained traction, with TikTok creators like @grandadjoe1933, @shericebanton, and @laurieelle joining in to inspire their followers. Influencers created heartwarming, fun, and relatable content that seamlessly incorporated Pret’s new Christmas cup designs—turning the branded cups into symbols of joy and holiday spirit.

The campaign was a resounding success in terms of engagement. Influencer-generated content during the campaign’s debut week garnered impressive engagement rates, such as:

• @grandadjoe1933—17.6k likes, 184 comments, and 206.4k views, with an engagement rate of 7.7%.
• @shericebanton—16.3k likes, 128 comments, and 84.2k views, with a 5.9% engagement rate.
• @laurieelle—8.2k likes, 78 comments, and 118.7k views, with a 3.3% engagement rate.
• @ellis_atlantis—11.9k likes, 435 comments, and 136.2k views, with a massive 44% engagement rate.

@grandadjoe1933 #ad Thanks for always bringing me Christmas Joy @brookepaintain .Tell us your #JoyWithPret #Ad ♬ LA LA LAND (Part 1) - Official Sound Studio

What’s most impressive? The viral nature of the challenge. Not only did the campaign encourage participation from influencers, but it also sparked organic, user-generated content from everyday customers who were excited to share their moments of joy and their love for Pret’s festive offerings.

Key Takeaway: Create Challenges That Invite Participation and Spark Creativity

Here’s the actionable insight: If you want your brand to stand out during the holidays (or anytime), create a campaign that’s not just about selling a product, but about spreading joy or celebrating a shared experience. Hashtag challenges are a fantastic way to engage your audience, especially when they’re encouraged to create content that feels personal and authentic. To make this work for your restaurant or café:

5. Amplifying Brand Evolution with Influencer-Led Event Activations

One of the most powerful ways to drive awareness for a restaurant or café brand—especially when expanding into a new market—is through influencer-driven event activations. But this isn’t just about hosting an event and hoping for some Instagram posts.

The real strategy is carefully crafting an experience that speaks to your target audience, tapping into influencers who truly resonate with your brand values, and making the event an extension of your brand’s culture. By combining media stories, high-profile influencers, and an unforgettable in-person experience, your brand can get noticed—and talked about—for all the right reasons.

This strategy focuses on creating buzz around a physical space or experience, using influencers and media to amplify the excitement both before and after the event. It’s about making your restaurant or café the it place to be, backed by the power of influencer content that captures the magic of the experience.

When Hard Rock Cafe opened its flagship location in Piccadilly Circus, London, it faced a unique challenge: how to attract a younger, pop-oriented audience without losing the rock-and-roll heart that the brand is known for. To strike this balance, they turned to Kallaway to devise a strategy that would appeal to both their loyal rock fans and a new, younger crowd.

The campaign, aptly titled "Has to Be Hard Rock," was built around an influencer-driven event activation that would position the new location as a must-visit destination. The plan was two-fold: generate buzz before the opening and amplify the excitement during the grand opening itself.

Pre-launch, the campaign focused on media coverage and influencer partnerships. Hard Rock enlisted a mix of music icons, such as pop trio Bang Bang Romeo’s Anastasia Walker, alongside influencers from reality TV like TOWIE’s James Lock, creating a diverse media mix that appealed to both pop and rock enthusiasts.

Stories about the new location and its music memorabilia (featuring the likes of Rihanna and Freddie Mercury) spread across major outlets, from The Daily Star to Kerrang, fueling anticipation.

At the grand opening, the event became the talk of the town. Over 100 influencers, media, and celebrities (including Slipknot’s Sid Wilson) gathered at the venue to experience the new Hard Rock Cafe firsthand. Performances from Keane and an iconic guitar smash by Sid Wilson didn’t just make the event memorable—they generated real-time content that flooded social media channels, extending the excitement well beyond the venue itself.

View this post on Instagram

 

A post shared by Hard Rock Piccadilly Circus (@hrcpiccadillycircus)

The Impact: Fully Booked and Talked About

The results were undeniable. The event generated media stories and social engagement, reaching an impressive 6 million people across the brand’s target audiences. Coverage appeared on major news sites like The Mail Online and OK! Magazine, while live ITV broadcasts captured the excitement for a wider audience. The influencers who attended shared their experiences, further boosting Hard Rock’s visibility with their followers. The hashtag #HasToBeHardRock took off, and the restaurant was fully booked from the very first day.

The campaign successfully attracted the younger, pop-focused audience Hard Rock was aiming for, without alienating its core rock-and-roll fan base. It helped to redefine the Hard Rock experience for a new generation while keeping the brand’s heritage intact. This wasn’t just an influencer campaign—it was a celebration of Hard Rock’s unique identity, amplified through an experience that was as much about the music as it was about the food and atmosphere.

Key Takeaway: Make Your Brand Launch an Event to Remember

If you’re planning a new restaurant or café launch, don’t just treat it as an ordinary opening—make it an event that people will want to talk about. To do this:

• Create an experience that resonates with your target audience
• Partner with a mix of influencers
• Make the experience shareable

6. Turning TikTok Creators into Brand Ambassadors with Paid Amplification

It’s one thing to get influencers to talk about your brand—but what if you could take their best-performing content and make sure the right people see it at scale? That’s where influencer content amplification comes in. This strategy goes beyond organic reach by leveraging paid media to push influencer-generated content in front of highly targeted audiences, maximizing visibility, engagement, and real-world action.

By strategically boosting influencer posts through paid advertising, restaurants and cafes can extend the lifespan of their influencer collaborations, ensuring their content doesn’t just disappear into the social media void after a day or two. This approach not only drives more awareness but also delivers a measurable return on investment by reaching the ideal customers most likely to engage with the brand or visit a location.

When Peet’s Coffee wanted to introduce its new summer drinks—specifically its brown sugar jelly beverages—the brand didn’t just rely on traditional influencer partnerships. Instead, it partnered with DMM to execute a three-phase campaign that combined influencer-generated content with strategic paid amplification using TikTok’s Spark Ads.

Here’s how it worked:

• Carefully selected influencers—DMM identified 10 TikTok creators with a strong affinity for coffee and matcha, ensuring the campaign felt authentic and relevant to their audience.
• Custom content creation—Each influencer created engaging content featuring the new summer drinks, showcasing the taste, texture, and experience of trying Peet’s beverages in a way that felt organic to their style.
• Paid amplification strategy—Instead of relying solely on organic reach, Peet’s Coffee used Spark Ads to boost the top-performing influencer posts, pushing them to four highly targeted audiences. This extended the campaign’s reach and made sure the content got in front of the right people—those most likely to convert into in-store customers.

@realadamrose i think my wife likes them even more than i do 🤭 you gotta try these drinks at your local @Peet’s Coffee and let me know what you think! #PeetsPartner #peetsjelly #peetscoffee ♬ original sound - Adam Rose

The campaign’s results speak for themselves:

• 10 influencers with a combined following of 17 million collaborated with Peet’s.
• 62 pieces of content were posted across TikTok and Instagram Stories
• The campaign racked up a staggering 19.4 million+ impressions and 161,000 engagements.
• The strategic paid amplification resulted in a 0.83% engagement rate, ensuring that Peet’s content wasn’t just seen—it was actively interacted with.

By extending the reach of influencer-generated content through Spark Ads, Peet’s Coffee ensured that the campaign wasn’t just limited to the influencers’ existing audiences. Instead, they were able to introduce their new summer beverages to an even broader audience, all while maintaining the credibility and engagement that influencer marketing naturally provides.

Key Takeaway: Don’t Let Great Influencer Content Go to Waste

If your restaurant or café is investing in influencer marketing, don’t stop at organic reach. Instead, maximize your results by boosting the best-performing influencer content with paid media.

Fuel Your Restaurant and Cafe's Growth with Smart Influencer Strategies

Maximize your brand’s reach with strategic influencer marketing. From celebrating customer creativity and leveraging local influencers to amplifying content with paid media, these strategies deliver measurable results.

By focusing on authenticity, using data to target the right audience, and creating viral moments, restaurants and cafes can build lasting relationships with their customers. Implement these tactics to drive engagement, growth, and long-term success in the competitive food and beverage industry.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.