Social media playbook: restaurant

Example approach. This page shows how we typically plan this kind of project. It is not a specific client’s story, and the figures we track depend on your business.

How we plan Instagram and Facebook for a restaurant or food brand that wants more orders and table bookings, not just likes.

The situation

A restaurant posts on Instagram when someone has time. The photos are taken on a phone in poor light, posts are irregular, and paid ads are boosted posts with no clear goal.

Common challenges

• Irregular posting, so the page looks inactive.
• Content shows food but not why someone should visit or order today.
• Boosted posts reach people outside the delivery area.
• Messages and comments go unanswered for hours.

Our approach, step by step

1. Set a content calendar. A month planned in advance, mixing dishes, behind the scenes, offers, reels and customer moments
2. Shoot content in batches. One shoot gives a month of photos and short videos in good light
3. Plan reels people want to watch. Making-of clips, chef specials and quick “what to order” guides
4. Run ads with one goal each. Separate campaigns for table bookings, delivery orders and new menu launches, targeted to people within the delivery radius
5. Use Click-to-WhatsApp ads for bookings. People message to book, and replies are free for 7 days after they message from the ad
6. Reply fast. Saved replies for menu, timings and booking questions
7. Test and refresh creatives. New ad concepts every two weeks, and pausing what does not work

What we track

• Bookings and orders from Instagram and WhatsApp
• Cost per booking from ads
• Reach within the delivery area
• Saves and shares on posts

What you get every month

• Posts, reels and stories as planned
• Ad spend and results in plain language
• What worked and next month’s plan

What to expect, and when

Paid campaigns can bring messages and bookings within the first weeks. Organic growth from regular content builds over a few months as the page becomes active and recognisable.

Want this for your business? See our Social media service or the Social media presentation, and book a free consultation.