TikTok has become one of the most powerful discovery platforms for restaurants. Food content consistently goes viral, local audiences engage heavily with dining recommendations, and the platform's visual nature showcases cuisine perfectly. For restaurant owners looking to fill tables and build buzz, TikTok offers unique opportunities that traditional advertising can't match.
This guide covers why restaurants should invest in TikTok, content strategies that work, local targeting tactics, and how to leverage food influencers for maximum impact.
TikTok's platform dynamics align perfectly with how people discover and choose restaurants.
Modern diners are scrolling through TikTok food videos during their lunch break and making dinner decisions based on what they see. TikTok drives viral discovery among younger audiences who love authentic, entertaining content—exactly what restaurants can provide.
Visual showcase: Food photographs and films beautifully. Sizzling pans, plated dishes, and behind-the-scenes kitchen action create naturally engaging content that stops scrollers.
Local relevance: TikTok's algorithm surfaces content based on location, helping local restaurants reach nearby audiences without massive ad budgets.
Authenticity wins: Unlike polished commercial platforms, TikTok rewards real, unpolished content. A phone video of your chef plating a dish often outperforms professional commercials.
Social commerce potential: Social shopping is becoming a real revenue stream for restaurants. TikTok Live and Shop features enable direct ordering and merchandise sales within the platform.
Major chains and local spots alike are finding success:
Successful restaurant TikTok content balances entertainment with appetite appeal.
Kitchen action:
Staff content:
Menu showcases:
Transformation content:
Sound-based trends:
Format trends:
Customer features:
Local engagement:
Starting a series hooks your audience and keeps them coming back:
TikTok's targeting capabilities help restaurants reach nearby diners ready to visit.
Location settings:
For restaurants, radius targeting from your physical location captures the most relevant audience—people who can actually visit.
Interest layering: Combine location with food-related interests:
Behavioral targeting: Target users who:
Use location-specific hashtags to increase local discoverability:
Combine with general food hashtags like #FoodTikTok, #Foodie, and cuisine-specific tags.
Build custom audiences from:
Then create lookalike audiences to find more local users similar to your engaged visitors.
Food influencer partnerships can dramatically expand restaurant reach and credibility.
Local foodie accounts: Look for creators who specifically cover dining in your area. Foodie influencers to discover new restaurants are exactly who your potential customers follow.
Micro-influencers: For restaurants with limited budgets, work with micro-influencers—those with smaller but highly engaged followings of less than 100,000 fans. They offer authentic connections with their audience and excellent value for local businesses.
Audience alignment: Look beyond follower count to:
Comp meal collaborations: Message the influencer and offer them a free meal. They handle filming and will tag your account. Simple and cost-effective for testing partnerships.
Paid collaborations: For guaranteed posts and specific messaging, negotiate:
Long-term partnerships: Build ongoing relationships with creators who genuinely love your food. Regular features build familiarity with their audience.
Turn influencer content into paid ads:
This approach amplifies proven content while leveraging creator credibility.
Give creative freedom: Authenticity drives better results than scripted ads. Let influencers present your restaurant in their natural style.
Track results:
Family creators insight: Family creators achieved higher CTRs in some campaigns. Consider family-friendly influencers for restaurants appealing to that demographic.
Track metrics that matter for local dining businesses.
Since restaurant visits often can't be directly tracked:
Restaurants can start TikTok advertising with modest budgets—$50-100/day reaches meaningful local audiences. For local targeting within a reasonable radius, you don't need massive reach. Start small, test what works, then scale winning content. Many successful restaurant TikTok campaigns rely more on organic content and influencer partnerships than paid ads.
Behind-the-scenes kitchen content, food close-ups, and staff personality videos consistently perform well for restaurants. Authentic, unpolished content typically outperforms professional commercials on TikTok. Participate in trending sounds and formats while keeping food front and center. Series content keeps audiences coming back.
Yes, food influencer partnerships are highly effective for restaurants. Start with local micro-influencers (under 100K followers) who cover dining in your area. Offer complimentary meals in exchange for honest coverage. Their engaged local audience is exactly who you want to reach, and their recommendation carries more weight than paid advertising.
Restaurant owner? Get a TikTok marketing plan tailored to your business. Contact us | Get a free consultation
By submitting this form, you agree to our Privacy Policy and Terms & Conditions.
