Guests now check their phones before they even look up at your shopfront: eight in ten people look at at least one social network or Google before choosing where to eat. In this context, picking the right social network or networks is no longer optional; it is a real revenue lever.
Facebook, Instagram and TikTok each play a distinct role. The challenge is not to be everywhere, but to invest in the platforms suited to your clientele, your concept and the time you can devote to them.
Instagram, TikTok, Facebook: Which Social Network Should You Choose for Your Restaurant?
Reading time: ~10 min
1. Why social media has become essential for restaurants
2. Facebook: the information showcase for your restaurant
3. Instagram: the go-to visual network for restaurants
4. TikTok: the rising discovery lever for restaurants
5. Which social network to choose for your type of restaurant
6. Social media best practices (all networks)
7. Social media FAQ for restaurants
Why social media has become essential for restaurants
• Local visibility: photos, reviews and up-to-date opening hours increase your chances of being chosen.
• Brand image: photos, videos and tone of voice build an inspiring universe.
• Loyalty: private messages, comments and stories keep the link alive between two visits.
• E-reputation: replying to reviews and highlighting positive feedback reassures future guests.
• Real-time communication: announcing changes in opening hours, sold-out items or special evenings avoids frustration.
Facebook: the information showcase for your restaurant
Facebook’s strengths for restaurateurs
Local and family clientele: Facebook fuels word of mouth in neighbourhood groups and themed communities.
Complete information page: centralise opening hours, address, phone, menu and Google Maps link.
Geo-targeted advertising: reach a precise radius to fill quiet services or launch a new menu.
Review management: replying quickly to comments builds trust.
What content to publish on Facebook
Practical information: changes in opening hours, exceptional closures, special menus.
News: new dishes, behind the scenes in the kitchen, the arrival of a chef or a signature cocktail.
Photos and short videos: visuals of dishes or the dining room atmosphere (a professional shoot is possible).
Local sponsored posts: promote a set menu, brunch or after-work offer in the immediate area.
Instagram: the go-to visual network for restaurants
Why Instagram is key
A central culinary universe: “food porn” is always effective with polished visuals.
Brand identity: a harmonious feed, consistent colours and a recognisable tone.
Young, urban clientele: ideal for trendy bistros, cocktail bars and coffee shops.
Discovery potential: hashtags, Explore and Reels open the door to new audiences.
What content works on Instagram
The product: appetising photos of dishes, close-ups of ingredients, signature desserts.
The place and atmosphere: views of the dining room, terrace, bar, moments of service through Stories.
Behind the scenes: preparation in the kitchen, plating, arrival of fresh produce, mini-interviews with the chef.
Formats to favour: Reels for organic reach, Stories for the instant, Carousels to tell a story.
TikTok: the rising discovery lever for restaurants
What type of content works on TikTok
Short, dynamic videos: express preparation of a dish, transformation of the dining room before opening.
Behind the scenes and humour: a “day in the life” of a team member, friendly service blunders.
Recipes and tips: sharing a sauce secret or a quick plating technique.
Content with guests: reactions to a flambéed dessert or an exceptional view (with permission).
Is TikTok right for your restaurant?
Particularly relevant for a young, urban or tourist clientele, spectacular dishes or a party atmosphere. Publish lively videos regularly rather than seeking a single perfect one.
Which social network to choose for your type of restaurant
Family brasserie
Priority 1: Facebook. Priority 2: Instagram. TikTok optional.
Bistronomic bistro
Priority 1: Instagram. Priority 2: Facebook. TikTok if the clientele is young.
Shopping centre restaurant or fast casual
Priority 1: Instagram. Priority 2: TikTok. Facebook is for practical information.
Cocktail bar, coffee shop, very visual venue
Priority 1: Instagram. Priority 2: TikTok. Facebook stays secondary.
Tourist restaurant
Priority 1: Instagram. Priority 2: Facebook. TikTok depending on the target.
Food truck and street food
Priority 1: Instagram or TikTok. Priority 2: the other network. Facebook is useful for local groups.
Social media best practices for restaurants (all networks)
Always link your networks to a smooth digital experience: an intelligent digital menu via QR code can turn interest into visits and add-on sales.
Visual quality: sharp photos, natural light; a professional shoot aligns your networks and your digital menu.
Complete profiles: a clear profile photo, opening hours, address, link to the digital menu or website.
Publishing at the right time: around mealtimes; lunch and evening stories perform well.
Involved team: a motivated team member becomes the face of the restaurant online.
Measure and adjust: watch bookings, clicks and messages to optimise formats.
Social media FAQ for restaurants
Do you need to be on every network? No. It is better to excel on one or two networks aligned with your target than to spread yourself thin.
How much time should you spend each week? Around 2 to 4 hours is enough for an independent: shooting, writing, replies and updates.
Best network for a restaurant that is starting out? Young or tourist clientele: Instagram. Family or local clientele: Facebook. TikTok if you have a strong visual identity.
What to publish without a professional photographer? Daylight near a window, a simple background, no zoom. Star dishes, the dining room before service, the terrace and the team. A shared photo shoot is also possible.
How do you link social media and the experience in the dining room? Place a QR code to your digital menu on tables and supports; add-on sales suggestions without disturbing service.
In short, Facebook, Instagram and TikTok serve complementary uses. Choose the networks that fit your clientele, publish regularly and link your content to a smooth digital experience to turn visibility into revenue.
