Instagram is one of the most visual social media channels out there, which means you can’t overlook this outlet to promote your fine dining restaurant. From seasonal specials to your best-selling dishes, you can share high-quality photos that lure diners in. Instagram can also be a tool for brand ambassadors, as 69% of millennial diners take photos of their food before eating it.
As with any business, you need a clear-cut strategy to succeed on social media. Here are four ways to improve your Instagram presence to drive customers to your restaurant.
1. Create “FOMO” with short-term specials.
Work with your chef to develop short-term specials and limited promotions that you can share online. This taps into FOMO marketing — or the “Fear of Missing Out.” Maybe you only order scallops for a one-night special or create a unique dessert with limited quantities. Fans of your food will run out to be one of the few people to try your delicious dishes.
2. Do your keyword research.
Hashtags are still the lifeblood of Instagram. People follow specific topics and tags to explore new accounts they haven’t heard of before. This is a great way to reach new diners who have never been to your restaurant.
Spend some time researching the hashtags in your area. See which tags are used by local blogs, your competitors, and other trendy venues in the area. This is a great way to increase your reach if you currently have a small following.
3. Go beyond the food.
While you can certainly dazzle fans with pictures of your seasonable specials, consider breaking up your content to also talk about your staff. Create a post explaining why you decided to become a restaurant owner and what motivates you each day. Profile staff members by giving birthday shout-outs to waitstaff or sharing videos of your hard-working line cooks. This helps diners know the people who put food on their tables.
These stories create emotional connections with your restaurant community. They can also help you recognize the efforts of your team members, which will boost their morale.
4. Highlight fan photos.
Let your customers brag about your brand for you. Check your account regularly to see if your diners are taking pictures and tagging your business (or using a relevant hashtag). You can thank the poster and share their photos in your Instagram stories or even on your main feed. This is a great way to show customer appreciation while letting someone else create content for you.
To encourage more posts, consider hosting a contest with the best fan photo. The winner receives a gift card at the end of the month.
Elevate your fine dining operations.
There are countless moving pieces in the world of restaurant management, from the upkeep of your restaurant point of sale (POS) system to your social media platforms. Once you master Instagram, reach out to SALIDO to learn more about your restaurant POS options. We can help you streamline your operations and prepare for growth.
