This article was prepared by Gourmet Marketing, a restaurant marketing agency specializing in restaurant strategy, digital marketing, and growth solutions.
TikTok has gone from a fun app for teenagers to one of the most powerful marketing platforms available today. Restaurants that embrace it can reach thousands of potential customers, showcase their food in creative ways, and even create viral moments that drive traffic. If you have ever wondered how to use TikTok for marketing your restaurant, now is the time to dive in.
With more than one billion monthly active users, TikTok is attracting people from all walks of life (GWR). While younger users dominate the platform, it is no longer just for Gen Z. A large portion of users are adults with disposable income who love exploring new restaurants and sharing their experiences online. For restaurant owners, this is a huge opportunity to connect with diners in a visual, interactive way.
The magic of TikTok is how easily it can turn small, creative videos into massive exposure. Dining is a visual experience. From the sizzle of a steak hitting the grill to a perfectly plated dessert, videos of food naturally capture attention. TikTok allows restaurants to show their personality, highlight staff, announce promotions, and even add a touch of fun or humor to their brand.
Unlike other platforms, TikTok prioritizes discovery. Users see content based on interests rather than just who they follow. This means that even a restaurant with a small following can reach thousands of people if the content is engaging. For restaurants, this is a chance to attract new customers, build a loyal following, and increase awareness without paying for ads.
Getting started with TikTok is simple (TikTok). Begin by downloading the app and creating a business account. A business account gives you access to analytics, advertising options, and the ability to add your website once you reach 1,000 followers. Here are the key steps:
Username: Use your restaurant’s name. If taken, add your city or state. For example, @bobsburgerNYC.
Profile photo: Upload a clear, high-resolution logo.
Bio: Describe your cuisine and location in 80 characters or fewer.
Email: Include an email address for influencer and collaboration opportunities.
Category: Select “Food & Beverage” or “Restaurants & Bars.”
Links: Connect Instagram, YouTube, and your website or online ordering page.
A well-optimized profile makes it easier for users to find you and increases the chances of engagement.
Once your account is set up, the next step is making videos that people want to watch. TikTok content is short, visual, and entertaining, so think about what will grab attention in the first few seconds. Here are some types of videos that work well for restaurants:
Behind-the-scenes food prep: Show the making of fan-favorite dishes or new menu items. Videos that reveal how food is made perform very well because they are visually satisfying and shareable.
Staff highlights: Introduce your team and let them take over your account for a day. This humanizes your restaurant and can also boost staff morale.
Customer reactions: Capture genuine enjoyment from your diners. Positive experiences are contagious.
Events and promotions: Announce specials, happy hours, or upcoming events in a fun, visual way.
Memes and trends: Use trending sounds, challenges, and hashtags to connect with TikTok culture and expand reach.
Tips for posting: Use captions, stickers, polls, and hashtags that match your restaurant and local area. Short videos of 15 to 60 seconds work best, but don’t be afraid to experiment with slightly longer formats. Posting consistently, ideally two to four times per week, helps build momentum.
TikTok is highly interactive. Comments can inspire new videos, and responding to followers makes your restaurant feel approachable. Encourage duets and stitches where users create content with your videos. Polls, questions, and stickers are excellent tools to boost engagement. Even negative feedback can become an opportunity for humor or transparency, showing that your restaurant listens to its customers.
Keith Lee is reviewing the Nike Food Court, giving his honest reactions and sharing his experience with his followers. Nike, in turn, is engaging by responding to comments and joining the conversation, which helps highlight their menu, connect with potential customers, and turn a simple review into a marketing opportunity.
Influencers can be game-changers for restaurant marketing. TikTok influencer marketing allows restaurants to tap into a creator’s audience, often thousands or even hundreds of thousands of people who are potential diners. There are several ways to collaborate:
Event promotion: Invite influencers to share your restaurant’s special events or new openings.
Custom menus or dishes: Partner with influencers to feature signature dishes or limited-time items.
Menu highlights: Have influencers review or showcase your best-selling meals, generating buzz and curiosity.
Working with the right influencers ensures your restaurant reaches an audience that matches your target customers. A well-executed campaign can quickly generate visibility and even drive foot traffic or online orders.
Karissa Eats shared her thoughts on Insomnia Cookies’ ice cream and iced coffee, giving the brand authentic exposure to her followers. Insomnia Cookies replied to her video, engaging directly with both Karissa and her audience, which not only strengthens the connection but also encourages more people to try their treats.
It is important to track your performance so you know what works. Key metrics include:
Views and watch time
Likes, shares, and comments
Follower growth
Clicks to website or online ordering
Engagement rate per video
TikTok analytics are available for business accounts, and third-party tools can provide even more insights (TikTok). Use this data to adjust your strategy, replicate successful content, and refine posting times and frequency.
Once you are comfortable with organic content, explore advanced strategies:
TikTok ads: In-feed ads, Top View placements, and Branded Content options can amplify reach (TikTok).
Trending hashtags and challenges: Join popular trends relevant to your restaurant or start your own branded challenge.
Seasonal or local content: Highlight events, holidays, or community initiatives to connect with your audience.
Cross-platform campaigns: Integrate TikTok content with Instagram, YouTube, or email marketing to maximize impact.
TikTok marketing for restaurants is no longer optional for brands looking to grow and connect with new diners. From creating quick, visually engaging videos to partnering with influencers, the opportunities are vast. Start small, experiment with content, and learn from your results. The restaurants that embrace TikTok today will be the ones filling tables tomorrow.
Now is the perfect time to jump in, have fun, and let your food, staff, and personality shine on TikTok.