Why Instagram Is Still the Best Place for Restaurant Marketing (And How to Actually Make It Work)
If you’re a restaurant owner wondering where to focus your marketing energy in 2025, we’ll save you some time: it’s still Instagram.
We’re seeing a lot of platforms shift and shuffle right now, but for restaurants trying to connect with their community and drive real foot traffic, Instagram remains one of the strongest tools in the box. Why? Because it’s visual, it’s personal, and it lets people imagine themselves in your space—whether they’re grabbing a drink with friends or cozying up for date night.
For audiences between 18–50, Instagram is still the place to be. And if your crowd skews older, that’s where we’d pivot a bit and look at things like Google Business Profiles or Yelp—less social, more search-driven.
Start With Strategy (Always)
Before launching any kind of paid campaign, the most important step isn’t picking your platform or designing your ad—it’s figuring out your why.
What’s the real reason behind this campaign?
Are you trying to increase foot traffic? Sell out an event? Reach people who’ve never heard of you before?
We always start here:
What does success look like for you?
What does your audience actually look like right now?
Are you in a walkable spot where locals make up most of your traffic?
Are you aiming to widen your reach beyond the usual crowd?
From there, we can build a targeting plan that matches your goals—maybe that means focusing on a one-mile radius to catch nearby foot traffic, or maybe it’s time to cast a wider net and intentionally exclude locals to bring in fresh faces. No matter the route, your targeting should always align with your goals.
There’s no one-size-fits-all approach here. And there shouldn’t be.
Show Off Your Space—With Intention
When it comes to content, a thoughtful mix of photos and videos is where you’ll get the most traction. Especially on platforms like Instagram, where video is more likely to show up in people’s feeds and encourages stronger engagement.
But we’re not just talking food shots (though we love a drool-worthy flatbread moment). We’re talking about the full experience:
→ The people
→ The ambiance
→ The rhythm of your space on a Friday night
You know your space best—use photo and video storytelling to show your audience why you love it. When you lead with that kind of authenticity, it resonates.
Why Small Restaurants Actually Have the Advantage
It’s easy to feel like large chains have all the marketing power because of their budgets—but we’ve seen time and time again how local restaurants can outpace them with the right approach.
Smaller teams can be more specific, more nimble, and way more personal. You can craft campaigns around yourneighborhood, your vibe, and your people. Meanwhile, the big guys are often throwing wide nets and hoping for the best. That specificity? That’s your edge.
This is where really knowing your niche comes into play—and it’s what can help you stand out in a crowded feed (and a saturated market).
Don’t Chase Impressions—Chase Results
We’ve heard a lot of agencies talk about impressions like they’re the gold standard. But here’s the thing: impressions don’t pay your staff, sell out your events, or fill your tables.
So we focus on what actually matters:
Did the campaign do what you hoped it would?
→ Did more people walk through the door?
→ Did RSVPs go up?
→ Did you grow your reach with new customers?
Those are the metrics that move the needle. Impressions mean nothing if there’s no tangible outcome behind them.
Look at Your Numbers—Then Look Again
The biggest mistake we see restaurants make? They run a campaign and never check the analytics. No follow-up. No strategy shift. Just move on.
But your data can tell you so much.
Say you ran an ad for a NYE party, and everyone who RSVP’d was a woman, even though you targeted all genders equally. That’s valuable info. Maybe next time, you bid less for male users or shift your messaging to meet your audience where they actually are.
Looking deeper at your campaign performance helps you get smarter, faster. And over time, it helps you build campaigns that are truly effective—not just pretty.
TL;DR? Here’s What to Remember:
→ Instagram is still the MVP for restaurant marketing—especially when done intentionally.
→ Know your why before you spend a single dollar.
→ Get specific with your audience and your goals.
→ Use video and photo to tell your story (not just show your food).
→ Your size is your superpower—lean into it.
→ Metrics that matter > vanity stats.
→ Always (always) check your analytics.
Marketing for restaurants isn’t about doing what everyone else is doing. It’s about showing up in a way that feels like you, and using the tools you have to tell the story only you can tell.
