by Heather King
In today’s digital-first dining culture, influencer marketing is one of the most powerful tools in a restaurant owner’s toolkit. A well-placed post or story from the right local food influencer can turn a slow Tuesday into a packed house. But it’s not just about giving away a free meal and hoping for the best—it takes strategy, authenticity, and alignment.
Here’s your restaurant owner’s guide to using influencer marketing to grow your brand and bring in more guests.
Why Influencer Marketing Works for Restaurants
Influencers, particularly those specializing in food, lifestyle, or local content, have built-in audiences that trust their recommendations. When an influencer posts a sizzling shot of your signature burger or raves about your handcrafted cocktails, it creates instant social proof and generates curiosity among potential customers.
Instead of shouting into the social media void, you’re letting someone with real reach help tell your story.
Step 1: Find the Right Influencers
Not all influencers are created equal, and bigger doesn’t always mean better. Micro-influencers (those with 5,000 to 50,000 followers) often have higher engagement and a more loyal, local audience.
Look for:
- Local relevance: Do they post regularly about restaurants in your city or region?
- Engagement rate: Are their followers liking, commenting, and sharing?
- Content quality: Are their photos, captions, and stories consistent with your brand vibe?
To find those who would be a potentially good fit, use hashtags like #citynameeats, #foodblogger, or #localeats to search, and check out who’s already tagging or posting about your restaurant.
Step 2: Make the Right Pitch
Once you identify a few influencers you’d like to collaborate with, reach out professionally—either via DM or email. Be clear, concise, and respectful of their time.
A sample message might be:
“Hi [Influencer Name], we love your content and how you spotlight local food. We’d love to invite you in to try our new seasonal menu. If you’re interested in a collaboration, let us know and we can work out the details!”
Step 3: Set Expectations
Influencer marketing is most effective when it feels authentic. Avoid scripts or heavy-handed demands. Instead, outline what you’re offering (e.g., complimentary meal, gift card, exclusive preview) and what you’re hoping for in return (e.g., Instagram post, reel, stories with a tag).
You can say:
“We’d appreciate at least one feed post and a story mention.”
You can also offer influencers who regularly do giveaways various items to promote or a custom discount code.
Some influencers will request payment in addition to a complimentary experience, and that’s normal. Set a budget ahead of time and decide what you’re comfortable with and what their reach is worth to you.
Step 4: Make Their Visit Share-Worthy
Once they’re in the door, roll out the red carpet. Make sure the experience is polished, offering attentive service, good lighting, and standout menu items that photograph well. Consider offering a behind-the-scenes kitchen tour or a story-worthy cocktail show.
Small details go a long way in making an influencer feel welcomed and inspired to share your restaurant enthusiastically.
Step 5: Measure the Impact
Track what happens after a post goes live:
- Did you gain new followers?
- Did people start tagging your restaurant more?
- Did guests mention seeing you on the influencer’s page?
Use promo codes, special menu items, or ask guests how they heard about you to tie results back to your influencer efforts.
Step 6: Build Long-Term Relationships
Don’t think of influencer marketing as a one-and-done deal. Cultivate relationships with influencers who genuinely love your brand. Invite them to special events, seasonal launches, or sneak peeks. Word of mouth grows stronger with repeated exposure and consistency.
Pro Tips:
- Host an influencer night featuring multiple creators to quickly build buzz.
- Encourage influencers to post across multiple platforms, including Instagram, TikTok, Threads, and blogs.
- Always share and engage with their posts to amplify reach.
Final Bite
Influencer marketing is the digital equivalent of word-of-mouth. When done correctly, it can elevate your restaurant’s visibility, attract new diners, and help build a loyal community around your brand.
So, whether you’re running a cozy neighborhood café or a modern gastropub, partnering with local influencers could be your next growth move.
Hungry for more influencer marketing tips? Join Restaurant Owners Marketing Academy to learn how to build buzz around your restaurant one post at a time.
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