Social media guide
What to post when you run a restaurant: ideas that work
In short
Post the life of the restaurant rather than news: the rush, the team, the dish being eaten, behind the scenes. Add a recurring series to give people a reason to subscribe.
Film scenes, not news
Waiting for something new to post condemns you to silence most of the time. Yet your restaurant produces interesting scenes every day. The lunchtime rush, the dough rising, the sauce coating a dish, the first bite into a sandwich, the room filling up: these are moments your customers do not see, and they trigger desire. A scene is filmed in a few seconds and watched easily. It needs no explanation. Vary the angles: a close-up on the product, a wide shot of the atmosphere, a moving shot that follows a dish from the kitchen to the table. The same dish can thus produce several pieces of content over the month. Keep a list of recurring scenes to film at every shoot. Over time, you will build a library that makes publishing much simpler.
Creating a recurring series
A series is a fixed appointment that comes back every week in the same form. The Monday dish, the recipe explained by the chef, the supplier's product of the week, the question asked to a customer. The format stays the same, only the subject changes. The advantage is twofold. For your followers, the series creates a habit and a reason to follow you: they know what to expect. For you, it simplifies production. You no longer have to look for an idea each time, you fill a frame already defined. Choose a simple format you can keep up for several months. Give it a short, recognisable name and keep the same visual introduction. Do not launch three series at once. One, well kept, is enough to structure your account. If it does not take off after several weeks, adjust the subject rather than abandoning the idea of a recurring appointment.
Behind the scenes and the team
Customers like to know who cooks for them. Showing your team humanises your restaurant and creates a bond that dish photos alone do not create. Introduce one team member a month, their role, their favourite dish on the menu. Film the morning setup, the delivery of fresh produce, the briefing before service. These moments show your seriousness and your standards better than a long speech. Behind the scenes also lets you talk about your choices: a local supplier, a homemade recipe, a long cooking time. These are elements that justify your prices and set you apart. Always respect everyone's wishes. Not everyone likes appearing on camera, and an uncomfortable team member shows immediately. Better to film hands and gestures than to force someone to speak to camera.
Your customers on screen
Your customers are your best ambassadors. A table sharing a dish, a regular who always orders the same thing, a reaction to the first bite: these images reassure future customers far more than an advert. They show a busy, appreciated place. The absolute rule is consent. Always ask permission before filming or photographing a recognisable customer, and respect a refusal without insisting. For children, parental consent is essential. If you film the general atmosphere, favour shots where faces are not identifiable. You can also highlight content your customers publish themselves, by thanking them and sharing it with their agreement. A featured customer feels recognised and often comes back. Finally, avoid artificial staging. A real reaction, even an imperfect one, rings truer than an acted scene.
Your branded packaging, free content
If you do takeaway or delivery, your packaging is an often forgotten source of content. A kraft bag with your logo on the counter, a burger box being opened, a cup with your brand in a customer's hand: every order becomes an image that carries your name. These visuals work well in short video, especially for order preparation or unboxing scenes. They strengthen your brand recognition, because the customer associates your logo with the desire to eat. They also travel: a customer who photographs their takeaway shares your brand with their circle. Standard packaging, by contrast, brings no visibility. Remember to stage your packaging during your shoots, just like your dishes. When you change it, that is a post topic in itself.
Frequently asked questions
What should you post when there is nothing new?
Your daily life is enough: a signature dish in close-up, a recipe being prepared, the team in action, the atmosphere of service. A recurring series also gives you a topic every week without searching.
Should you show prices?
It is often useful. A displayed price removes a barrier and avoids question messages. For a dish of the day or a set menu, showing it on screen or in the caption helps the customer decide.
Can you repost customers' stories?
Yes, when a customer tags you, reposting is common and appreciated. For a permanent post on your account or reuse elsewhere, ask for their agreement.
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Professional content, every month, without spending your evenings on it
One shoot at your place every month, 28 pieces of content published. 599 € excl. VAT per month, no commitment.