Why instagram for restaurants should be more than #foodporn

The weather’s heating-up, COVID capacities are behind us and there’s a four-day Jubilee Bank Holiday on the horizon.  The hospitality industry should be in a celebratory mood, but instead its set for a fight for customers as the living crisis is set to influence how all of us – not just those on the lowest incomes – choose to spend their hard-earned cash.

With Instagram fast becoming the mainstream method of communication for restaurants (50% of diners are influenced by it) thanks to its ease of navigation, familiarity and immediacy, venues are increasingly reliant on it as their primary marketing channel.

However, as people think more carefully about what they spend on a meal out, it will take more than a mouth-watering picture of your latest dish to get those casual mid-week diners or special occasion group bookings through the door. Diners are looking beyond what’s on the menu, and the first place they are likely to look is Instagram.

It's ‘visual first’ nature presents a massive opportunity for venues to showcase their unique beauty, charm, quirkiness, and atmosphere through high quality posts and moving imagery. Of course, the food is important but without context it’s meaningless. You want people to picture and imagine themselves at your venue much like they imagine themselves wearing that new dress they’ve just scrolled past.  

Youth insights and research specialists YPulse found that 58% of Gen Z social media users say that it’s at least somewhat important that the restaurants they visit look good in the pictures they upload to social media, with 28% saying it’s very or extremely important.

When trying to build an all-important emotional connection with your customers, it’s also important to consider what else contributes to your unique ethos and culture and how those attributes could help attract people who share your ideals and values.

Do you have expertise on your team to spotlight which can impress and build trust?  

Are you proud of the local provenance of your ingredients which will appeal to the community minded foodies in your neighbourhood?

As conscious consumerism extends to eating out as well as the weekly shop is it time to communicate your efforts to be more sustainable too?

Identifying and telling customers your unique stories via Instagram; from behind the scenes; from your suppliers; from your neighbours and even your clientele all help to build your brand - as well as a deeper and more personal connection - which #foodporn alone can’t do.

Top tips for restaurants on Instagram 

·      Identify your objectives

Once you know what you want to achieve it will be easier to put together a content plan that helps meet your objectives.

·      Put together a content plan

With your objectives in mind, identify the areas you’re strong in, what assets you have and what key messages you want to communicate and create a realistic posting schedule.

·      Quality first

First impressions count, nearly half of diners said they have tried a restaurant for the first time because of a social media post. Invest in creating good quality imagery and moving imagery to best showcase your venue’s offering.

·      Actively engage and communicate

Having a social media presence is more than just posting content. Monitor your account and respond to customers that have tagged, shared, or commented to show that you are listening and care about your customers. This also sends out a signal that your restaurant is active and up to date.

·      Post consistently and with timely content

To stay top of mind by posting at least three times a week and try to be responsive to the weather and cultural events. For example, if you have outdoor space and a sunny spell is forecast then you need to sell it.

·      Respond to online reviews

Good or bad. By responding to online reviews, you’ll be able to show your customers that you care about their opinions and that you’re working hard to make your restaurant the best it can be.

·      Make sure the basics are communicated

Opening times, how to book and a link to the menu all need to be easily accessible or you risk losing people at the point of booking. Where possible add a booking link directly to your Instagram profile.

·      #foodporn has a place but ….

Give your dishes some context and tell your followers something interesting about them. What’s the inspiration, how is it prepared, what is the star or seasonal ingredient are all good places to start.