Instagram 101 for Restaurants

Here’s the thing about marketing your restaurant on Instagram:  it’s not rocket science but it’s NOT easy…far from it.  These are the three principles any restaurant needs to be successful on Instagram:


Humans naturally want to connect with others.  If you can effectively convey your restaurant’s story over social media, you’ll inherently build more connections.  Maybe you feel like you don’t have a story to tell.  Well, I have news for you:  everyone has a story and it’s probably more interesting than you think.

Why did you start this restaurant? Did you grow up baking in your grandmother’s kitchen?  Was it your passion for traditional Cuban cooking?  Did you and your best friend always dream of owning your own bar?

It doesn’t matter what your story is.  You just need to have one.


Now that you have a story, your job is to tell that story over and over and over again.  If it sounds like you’re repeating yourself every few posts, that’s okay!  Your potential customers aren’t going to see every one of your posts (thank you Instagram algorithm!) and your followers need to be told that story multiple times before they’ll remember it.

Here’s the good news though, the days of having to post every day on Instagram are over. That said, you need to be consistent. Maybe you post 3 times per week, maybe you post 5 times per week.  It doesn’t truly matter as long as you’re consistent.  Don’t post 7 days one week, 2 days the next week, then take a week off, then 7 days again.

The sweet spot is 3 – 6 days per week.

Genuine Engagement

Instagram is a form of social media.  Key word: social.  It’s a platform that enables you to talk directly with potential customers and for them to talk directly to you.  So how do you engage in a way that isn’t spammy?

  1. Answer your DM’s
  2. Answer your comments
  3. Comment on posts of potential customers
  4. Comment on posts using hashtags in your niche (local hashtags are best!)

Pro Tip – make sure that the majority of your comments are 4 words or more and ask a question.  This gives people the opportunity to respond! And that equals more engagement.

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