How to create delicious feeds for restaurants on Instagram

If you work in the restaurant industry, you know flavor is not the only thing diners come for. Eye-catching decor, mood-setting music, five-star service, perfectly plated food – it all comes together to create a holistic experience. And savvy restaurateurs know how to use social media to capture that experience and get new customers through the door.

A restaurant’s social media strategy should include all the major apps, but some platforms were practically made for marketing food. Instagram, for example, is the perfect place to share mouthwatering food pics, videos of guests having a good time and snaps of your chic decor.

Let’s explore how to get your restaurant on Instagram and curate a delicious selection of pics for your feed.

Why Instagram is great for restaurants

Instagram is a powerful restaurant marketing tool. The platform isn’t just for double-tapping beautiful shots of 10-layer lasagna. Users hop on to find ideas for new spots to try for dinner.

Restaurant Instagram account bios can list hours, locations and a link to your website or menu (or both, if you include a Linktree). But Instagram isn’t just informational – it’s a way to engage directly with customers. Use it to answer questions, build interest in your food and incentivize engagement through calls-to-action (CTAs) or promos. Plus, posting on IG is efficient. Sync your account with Facebook to publish content on both platforms simultaneously.

How to take the best restaurant pictures for Instagram

Don’t try your hand at Instagram marketing until you’ve polished up your accounts. For an image-focused platform like Instagram, that means filling your grid with eye-catching, high-quality photos. If you plan to do your own food photography, follow these tricks of the trade to get viewers drooling:

• Choose the right lighting: Capture your food in its best light – literally. Natural light is ideal for food photography because it keeps images crisp and bright. Artificial light can dim a photo’s colors and reduce the overall quality, giving the image a grainy appearance.
• Try different angles: If you’ve ever taken a selfie, you know angles matter. The same is true for food. Try out different positions to see what looks best. Emphasize a taco’s individual ingredients with an angled close-up. For a table scene, try an overhead shot to capture every element.
• Make it Instagrammable: Minimalist food backdrops such as tabletops and counters are great for food photography, but bring in hints of your restaurant’s identity by curating a unique background. Set the stage with your best cutlery, napkins and glasses, and remove any visually distracting items. Keep your color scheme consistent and on-brand.

How restaurants can use Instagram Stories

Instagram Stories are one of the best parts of restaurant social media. They give you a whole universe of opportunities for interaction, and since they only last 24 hours, posting a photo isn’t a long-term commitment. Stories are ideal for reposts, CTAs and time-sensitive promos. If you’re new to Stories, here are some tips to get started:

• Use interactive features such as polls and questions: Let your Instagram followers know you’re listening by asking them to participate in a poll or respond to a question. Ask them about their favorite dish, or survey the crowd for fun ideas your restaurant could implement.
• Share customers’ Stories: If someone takes the time to make an Instagram Story about your restaurant, they’re probably having a great dining experience. Compliments to the chef! Make sure customers know your IG handle so they can tag you. Then show off a little by sharing the Story – just make sure it’s not too long, or viewers may decide your Stories aren’t worth their time.
• Remind users about promos: A customer may miss out on a static post about your upcoming tasting menu event or monthly promos, so reinforce the idea in your Stories.

Last-minute tips for your Instagram restaurant posts

As a restaurateur, you already have the recipe for success. You’ve perfected your flavors and plating. You know how to take drool-worthy food pics and get attention with Stories. Ready to cultivate an Insta presence as flawless as the crust on your crème brûlée?

• Start with a strategy: What’s the secret to a successful Instagram plan for restaurants? Start with content pillars – a few different categories of information that serve as the base for all your posts. This will help you stay organized, and you can even plan a calendar around upcoming posts in each category area.
• Make the most of your bio: Bios are prime real estate on Instagram for business accounts. Add your contact info, address and a booking button so customers can make reservations. Drop a link in your bio to your company website or menu – better yet, use a Linktree URL to redirect viewers to both, or any other links you want to share..
• Stick to your branding: Your Instagram page should reflect your restaurant branding. Use your logo as a profile photo, and stick to the fonts and colors from your branding guidelines for posts and Stories. A consistent voice in descriptions and ad copy will drive your brand identity home.
• Don’t forget hashtags: Use a few restaurant-related hashtags (#foodie) in your Instagram posts to drive organic traffic to your account and score new customers. Hashtags are a great way to get new eyes on your content (and new diners at your tables). Just make sure not to go overboard. Narrow it down to two or three relevant hashtags, and consider working them into the body of the caption to keep viewers from getting annoyed.
• Expect the unexpected: You can’t predict how followers will respond to your content. If someone leaves a comment gushing about your food, let them know how much you appreciate them with a like or reply. Address negative feedback as quickly and gracefully as possible. And build some room for the unexpected into your posting calendar. Prep new content, but stay flexible so you have space to reshare when your followers make their own awesome posts about your restaurant.