Best Social Media Marketing Strategies for Restaurants & Cafes

Social media marketing has become the secret ingredient for restaurant and café success — and it's no longer just about posting pretty food pics. With platforms like Instagram and Facebook reigning supreme, restaurants are using these spaces to connect with customers and, of course, tempt taste buds. But it’s not all about flashy ads and influencer endorsements; these days, genuine engagement is the real recipe for growth.

Did you know that 72% of consumers use social media to discover new places to dine? That’s a powerful stat for any restaurant owner looking to expand their reach. But here’s the twist — it’s not just about slapping your menu online. It’s about connecting with your audience and fostering authentic relationships.

Enter Wingstop’s clever organic growth strategy. Instead of splurging on ads, they focused on real connections with their followers, and the results speak for themselves.

Ready to dive into how they did it? Keep reading to uncover the magic behind their campaign and discover the best social media strategies you can apply to your own restaurant or café!

1. Social Media Growth Through Organic Follower Engagement

If you’re looking to level up your restaurant or café's social media game, you don’t have to rely solely on flashy ads or influencer shoutouts. Sometimes, the key to expanding your audience and building a loyal customer base is far simpler: organic engagement.

But here’s the twist — we’re not just talking about responding to comments or posting pretty pictures. We’re talking about targeted, organic follower growth, where you actively nurture and expand your community by connecting with the right people and keeping them engaged over time. Think of it like hosting a party at your café, but instead of just inviting people, you're also sending them a personalized invite, greeting them when they arrive, and keeping the conversation flowing.

Let’s dive into a real-world example: Wingstop’s social media campaign by Life Marketing. The popular chicken wing chain wanted to boost its social media presence, specifically on Instagram and Twitter, with a goal to not only gain more followers but to ensure that those followers were engaged and invested in the brand.

The secret to their success? Wingstop’s campaign leaned heavily on targeted organic follower growth paired with consistent engagement. By monitoring their social channels daily and strategically interacting with both new potential followers and repeat customers, Wingstop’s social team was able to steadily increase their follower count on Instagram and Twitter.

But it wasn’t just about hitting the numbers. Wingstop was laser-focused on engaging with the right audience—new customers who were genuinely interested in what Wingstop had to offer, as well as their loyal customer base who were happy to receive regular content and updates. This dual focus helped them not only grow but also deepen relationships with their community.

Their strategy didn’t rely on viral moments or influencer partnerships — it was all about creating authentic connections. Wingstop used simple tactics like responding to direct messages, engaging in conversations with their followers, and posting content that encouraged interaction.

https://t.co/CO13pSc8R4 pic.twitter.com/QpncYfEiQV

— Wingstop (@wingstop) March 1, 2025

Wingstop’s strategy worked wonders:

• 1,305 new Instagram followers

• 1,247 new Twitter followers

• Increased customer satisfaction through consistent engagement

• Higher visibility and brand loyalty

It wasn’t about the size of their follower count; it was about creating a community that felt heard, valued, and connected to the brand.

Key Takeaway: Prioritize Engagement Over Acquisition

Next time you’re brainstorming your restaurant or café’s social media strategy, remember this: Organic growth doesn’t happen overnight, but it builds relationships that last. Focus on consistently engaging with your audience — whether it's through comments, direct messages, or personalized outreach. Quality over quantity is the name of the game. Make your followers feel like they’re part of something bigger, and watch them become your brand’s most loyal advocates.

2. Leveraging Pop Culture to Create FOMO (Fear of Missing Out)

If you want to make your restaurant or café the talk of the town, sometimes you need to step outside the typical marketing playbook and ride the wave of pop culture. This is where moment marketing comes in. It’s all about capitalizing on trends, events, or cultural moments to create buzz and make your brand feel current, relevant, and in-the-know.

For restaurants and cafés, this means using things like TV show releases, viral trends, or even seasonal events to create campaigns that feel fresh and timely. When done right, moment marketing can generate a sense of urgency, spark curiosity, and inspire social media users to flock to your establishment just to be part of the moment.

Café De Flora, a Parisian-inspired café in New Delhi, took this strategy to the next level by tapping into the Emily in Paris craze. When the new season of the hit show dropped, they launched a moment marketing campaign with the hashtag #EmilyatCDF. The concept was simple: a fun contest that encouraged customers to dress like Emily, snap a picture at the café, and share it on Instagram.

The best photo won a meal for two at Café De Flora. The campaign was an immediate hit, largely because it tapped into a global cultural moment that already had a built-in audience.

But Café De Flora didn’t stop there. They strategically layered their campaign with influencer partnerships. As influencers flocked to the café for its Instagram-worthy ambiance, the café capitalized on their visits by getting them to promote the contest. The influencers shared their own experiences, took stunning photos, and spread the word about the café.

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A post shared by Sanjam Kaur (@sanjam_makkar)

The campaign wasn’t just a one-and-done deal. Café De Flora rolled it out in phases: pre-launch, launch, and post-launch.

• Pre-Launch: Influencers were invited to the café before the official opening. They posted teasers on their Instagram stories, tagging the café and hyping up the upcoming launch. This created anticipation and curiosity.
• Launch: For the grand opening, they partnered with Dr. Dipti Dhillon, an influential figure, who hosted the launch event. She received special gift hampers and shared her experience with her followers, lending an air of exclusivity and VIP treatment to the event.
• Post-Launch: After the launch, the café leaned into the influencer trend even more. Influencers were asked to share their honest reviews of the place on their social media, spreading the word organically. This not only fueled the FOMO (Fear Of Missing Out) but also turned the café into the “it” spot to be seen. The café became a social media hotspot, which translated into foot traffic and engagement.

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A post shared by Vaishnavi Shukla (@vaishnavii01____)

The results were undeniable:

• 1,022 Likes

• 530 Reshares

• 435 Saves

The campaign leveraged the power of influencers, user-generated content, and strategic timing, turning a cultural moment into a viral sensation.

Key Takeaway: Tap into Trending Topics to Spark Instant Engagement

To replicate Café De Flora's success, keep an eye on trending cultural moments, TV shows, movies, or even local events. The key is timing and relevance—aligning your restaurant’s brand with something your audience already cares about. Once you’ve got that moment, create a compelling, fun campaign that encourages your customers to participate and share their experiences.

Collaborate with influencers who resonate with your audience to amplify the impact and give your brand the social proof it needs to go viral.

3. Using Retargeting Ads Can Boost Restaurant Revenue

If you're a restaurant or café owner, you know that creating buzz around your brand is only half the battle. The real challenge? Converting that buzz into actual sales. While attracting new customers is great, retaining them and driving repeat visits is where the magic happens.

That’s where retargeting ads come in. By re-engaging people who have already shown interest in your brand, you can turn potential customers into loyal ones, and ultimately, increase your revenue.

Retargeting is a strategy that involves showing ads to people who have previously interacted with your brand online. Whether they visited your website, engaged with your social media posts, or clicked on an ad, retargeting helps you stay top-of-mind and encourages them to come back and make a purchase.

For restaurants and cafés, retargeting can be especially powerful because it lets you reach people who are already familiar with your offerings but haven’t yet taken the next step—whether that’s booking a reservation, ordering delivery, or visiting your location.

KAE Sushi, a fusion restaurant blending Japanese flavors with Miami’s local favorites, faced two main challenges: attracting new customers and retaining current ones. To tackle this, they implemented a comprehensive marketing strategy, with retargeting ads playing a pivotal role. Their approach included running social media and Google ad campaigns that specifically targeted users who had previously engaged with their brand.

Here's how they did it with the help of HeyDay Marketing:

• Instagram Retargeting: The social media agency ran a retargeting campaign on Instagram, targeting users who had previously liked or commented on their posts. These users received a coupon for a special offer, giving them an incentive to return and dine at the restaurant.
• Facebook Video Ads: On Facebook, the agency posted a video of their chef preparing their signature dishes—because, let’s face it, food videos are irresistible. They then ran a retargeting campaign that displayed a coupon to users who had watched more than 50% of the video.
• Urgency-Driven Offers: The agency didn’t stop there. To further drive urgency, they created limited-time offers that changed every week, motivating users to act quickly before the coupon expired. This strategy not only incentivized immediate visits but also helped them build an email list, creating an additional channel for future marketing efforts.

The results were impressive: KAE increased their revenue by a whopping 400% after HeyDay implemented these targeted retargeting ads. On top of that, they gained 1,066 new Instagram followers in just 60 days and saw their content reach over 200,000 people. Their paid ads were driving real results—not just in terms of engagement but also in sales.

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A post shared by KAE Sushi Miami (@kaesushi_miami)

Key Takeaway: Use Retargeting to Turn Interest into Action

For your restaurant or café, the key takeaway here is clear: don’t let potential customers slip away. If someone has shown interest in your brand—whether by liking a post, visiting your website, or clicking on an ad—use retargeting to bring them back. Offering incentives, creating a sense of urgency, and rewarding engagement with exclusive deals can be the nudge they need to convert into paying customers.

4. Building Strategic Partnerships to Expand Brand Reach

To really grab attention and convert followers into loyal customers, a restaurant needs to leverage the power of strategic partnerships. This tactic goes beyond just cross-promoting with another brand — it’s about creating meaningful collaborations that amplify your message, broaden your reach, and, ultimately, drive real business results.

When done right, strategic partnerships allow you to tap into an entirely new audience. By aligning with other brands, influencers, or even other restaurants that share similar values or customer bases, you create a win-win situation: you boost your visibility, engage with fresh audiences, and foster goodwill by creating content that resonates with both your followers and your partner's followers.

Phillips Seafood, a well-known regional seafood brand, perfectly demonstrated how powerful strategic partnerships can be in a social media marketing strategy. They sought to build a stronger digital and social media presence for their quick-serve seafood restaurants and growing retail frozen seafood brand.

The challenge? They had the talent and knowledge in-house, but they needed a well-structured strategy to make their social media marketing efforts really work.

Their solution? They didn’t just focus on building their own presence — they reached out and formed partnerships with foodie accounts like KC Super Club.

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A post shared by Phillips Seafood (@phillipsseafood)

By collaborating with established foodie influencers, Phillips was able to create content that resonated deeply with food lovers. This allowed them to target a broader audience while keeping the content authentic and relevant to both brands.

The results of this strategic approach were impressive. Within the first year of implementing their partnership strategy, Phillips Foods saw:

• Over 500,000 impressions from their integrated digital campaigns

• A 40% increase in website traffic driven by social media

• A highly engaged social media audience of over 42,000 consumers

By connecting with established brands and influencers, Phillips wasn’t just engaging their existing audience — they were reaching an entirely new group of potential customers who might not have known about their brand otherwise.

Key Takeaway: Use Partnerships to Expand Your Reach and Create Authentic Content

For your restaurant or café, the key takeaway is clear: don’t be afraid to partner up. Seek out collaborations that align with your values and your customers' interests. Whether it’s teaming up with local influencers, collaborating with complementary brands, or even cross-promoting with other restaurants, strategic partnerships can significantly boost your visibility, engagement, and ultimately, your bottom line.

5. Leveraging Celebrity Partnerships and Content Themes to Boost Engagement

This one is similar to the previous strategy, but with one glaring difference. Instead of micro collaborations, why not give celebrity partnerships a try? Sure, it's bound to cost you more, but you're getting a much bigger exposure in return, especially on social media.

By collaborating with a well-known celebrity, influencer, or industry figure, you can tap into their audience while elevating your brand’s credibility and reach. But the magic doesn’t stop there — to make this partnership truly shine, it needs to be paired with creative content themes that keep your audience coming back for more.

These themes could range from seasonal promotions and trending topics to spotlighting your product’s unique features. The combination of engaging content and star power can be a recipe for success that not only boosts brand awareness but also drives sales.

Pei Wei, a fast-casual Pan-Asian restaurant chain, understood that reaching a younger, more trendy audience required more than traditional advertising. They wanted to showcase their fusion of classic Asian dishes with a modern twist, and they needed a way to make this appealing to both food lovers and casual diners alike. Their solution? A partnership with celebrity chef and Food Network star Jet Tila.

With Jet’s help, Pei Wei reinvented its social media strategy and turned their Instagram, Facebook, and Twitter platforms into vibrant, engaging channels that felt in touch with the latest trends. They didn’t just use Jet as a figurehead — they made him a part of their content, shooting photoshoots with him and his family, celebrating holidays, and launching new dishes in ways that highlighted Pei Wei’s family values and modern approach to food.

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A post shared by Jet Tila (@jettila)

But the partnership wasn’t just about celebrity glam. It was paired with a creative content strategy that kept the audience entertained and engaged, including:

• Flavor Profile Features: Pei Wei showcased the unique flavor profiles of their dishes by breaking down the ingredients and giving followers an inside look at what made their food special.

• Trending Themes and Reels: They incorporated trending topics like March Madness, popular TV shows, and cultural events into their posts. This allowed Pei Wei to tap into larger conversations, making their content feel timely and relevant.

• Giveaways & Promotions: From monthly gift card giveaways to holiday-themed contests, Pei Wei used fun, interactive campaigns to keep followers engaged.

• Influencer Events and Collabs: They partnered with local influencers and national brands, creating content that resonated with a broader audience and gave them additional social proof.

These strategies, combined with Jet Tila’s star power, made Pei Wei’s social media presence feel fresh, engaging, and aligned with the tastes and humor of their target audience.

Pei Wei’s new approach yielded impressive results:

• Instagram following grew from 12K to over 16K in just one year.

• Instagram engagement shot up by 107%.

• Twitter engagement surged by 132%.

• Total net following on Facebook increased by 91%.

• Influencer and Jet Tila content, as well as creative Reels, fueled the growth.

The brand’s ability to tap into current trends and collaborate with a celebrity chef not only boosted their social media presence but also helped build long-term brand loyalty. The engagement from these campaigns didn’t just stop online — it translated into increased sales and customer retention, especially through their Rewards program.

Key Takeaway: Partner with Influencers and Align Content to Trends

For your restaurant or café, the key takeaway is simple: don’t just settle for generic social media content. Collaborate with influencers, celebrities, or industry figures that resonate with your target audience, and pair that partnership with creative, timely content. Think beyond food pictures and dive into trending topics, holidays, and behind-the-scenes content that keeps your audience hooked.

6. Targeted Campaigns and Hyper-Localized Marketing

Sometimes it's not just about reaching as many people as possible. It’s about reaching the right people, at the right time, with the right offer. This is where targeted campaigns and hyper-localized marketing come into play, especially for chains looking to expand into new areas or increase awareness in specific neighborhoods.

The key to this strategy lies in understanding your audience's habits, using data to identify low-traffic periods, and crafting campaigns that speak directly to local tastes and needs. It's about leveraging both digital tools and local connections to create a buzz, drive foot traffic, and build long-term engagement.

When done correctly, these campaigns can fuel growth, increase brand awareness, and foster customer loyalty.

Ribs & Burgers, an Australian restaurant chain, wanted to establish a strong presence in the UK while boosting brand awareness in specific local markets. The challenge? They needed to cut through the noise and attract customers, especially during quieter periods.

The solution was a multi-channel approach that combined targeted social media ads, email marketing, and hyper-localized campaigns that played to the brand’s strengths while creating buzz around their opening. Their strategy aimed to build a strong online community and use those connections to drive real-world foot traffic to the restaurants.

One of the standout tactics was a Facebook competition. Working with local partners, Ribs & Burgers ran a contest that offered prizes through their Facebook page. The competition was promoted through Facebook ads, which targeted local customers, encouraging them to interact with the brand and visit the store.

In addition to the social media campaign, Ribs & Burgers implemented email marketing to build a targeted database. The subscribers received tailored offers, news, and promotions, keeping the brand top-of-mind and driving repeat visits.

Ribs & Burgers’ efforts paid off in a big way:

• 80,000+ reach on Facebook, significantly increasing brand visibility.

• 23% increase in reach on the restaurant’s Facebook account, ensuring their content was seen by more people.

• 283 additional targeted followers on social media, contributing to a growing online community.

• 690 clicks to the official UK website, translating to more potential customers.

• 200+ local clients added to their email list, all primed to receive offers and updates from the restaurant.

In addition to the impressive digital metrics, the campaign drove more bookings, increased brand awareness, and allowed Ribs & Burgers to build strong ties with the local community, all of which helped them succeed in a new market.

Key Takeaway: Focus Your Efforts on Localized, Targeted Campaigns

For your restaurant or café, the takeaway here is simple: localization and targeting are essential for building engagement and driving foot traffic. Whether you’re trying to grow in a new market or boost sales during slower times, creating bespoke campaigns for specific areas and customers can be incredibly effective. Focus on personalized offers, collaborations with local businesses, and hyper-targeted digital ads that speak to the needs and interests of your community.

Maximizing Social Media to Boost Engagement and Drive Success

To succeed in social media marketing, restaurant and café brands must prioritize organic engagement, tap into trending moments, and leverage strategic partnerships. By combining targeted campaigns, influencer collaborations, and retargeting ads, brands can enhance customer loyalty, expand reach, and drive consistent sales growth.

Implementing these proven strategies will help businesses build lasting relationships with their audience and achieve long-term success in the competitive food 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.