Discover how self-service kiosks boost restaurant sales, increase average order value, and improve operations while catering to Gen Z and Millennial preferences.

 Self-service kiosks vs. in-person ordering: Which drives more sales?

The verdict is in: diners want to self-order. A recent Tillster poll reveals that 61% of consumers want more restaurant self service options available, citing higher customer satisfaction, faster service, and greater control (1). What were once futuristic luxuries used by global giants like McDonald's and Wendy's are now standard in quick service restaurants of all sizes.

But here's the real question restaurant owners are asking: are self-service kiosks just convenience, or actual revenue generators? They're both! Digital ordering systems consistently drive up average order value through personalized upselling. A Hamburg Business School study found fast-food customers spend 14 to 16 percent more using self-ordering technology (2). These benefits of restaurant kiosks also include reducing order errors and freeing staff for food preparation and enhancing the overall guest experience. Gen Z and Millennials overwhelmingly prefer digital self-ordering, making these touchscreen solutions essential for future-proofing restaurants.

Leading technology providers like Otter have documented how self-service kiosks boost sales and streamline operations. In this article, we'll explore why kiosks outperform traditional ordering—from increased profits to enhanced loyalty—and show you how to adopt this technology successfully alongside human support.

Unlike traditional counter service, self-ordering kiosks encourage guests to browse menu items at their own pace, free from the pressure of a waiting cashier or a line behind them. Their ability to provide a relaxed, engaging, and personalized ordering experience has led to an overall higher average order value (AOV)—customers are spending more time considering add-ons and exploring different options.

The numbers are compelling: Hathaway Service Solutions found that self-service kiosks increase AOV by up to 30% (2). McDonald's similarly reported a significant jump in average check size after rolling out their point-of-sale kiosks, largely due to strategic upselling implementation (3). These systems excel because they can consistently suggest combos, recommend smart add-on items, and present limited-time offers without hesitation or fatigue.

Self-checkout kiosks leverage several key upselling mechanics that drive these impressive results. Combo prompts appear at optimal moments during ordering, smart add-ons suggest complementary items based on current selections, and timed offers create urgency for premium upgrades. Unlike human cashiers who may forget to mention promotions or feel awkward about persistent upselling, kiosks deliver these prompts consistently and naturally.

Otter Kiosk takes this a step further with intelligent upselling through intuitive kiosk software. Menu items are recommended to customers at exactly the right moment, based on real-time data and popular combinations. Reda, Otter customer and owner of IDK Philly, states, "When our customers use the kiosk, they keep adding, adding, and adding, to their orders. In my mind, I feel like they don't have anybody judging them on what they're getting so they just add more and it bumps the sales up." By leveraging data-driven insights and intuitive design, self-service kiosks transform every order into an opportunity for higher sales, no matter the size of the restaurant.

Looking to boost average order value with smarter ordering flows? Otter integrates directly with kiosk interfaces to support real-time menu updates and upsell prompts.

Why kiosks increase average order value and how they do it

Self-service kiosks are transforming restaurant operations by eliminating bottlenecks and optimizing workflow at every step of the customer experience. During peak hours, restaurant self service technology can handle multiple simultaneous orders while dramatically shortening wait times and minimizing delays—creating a smoother experience that keeps customers satisfied and returning.

The backend benefits of implementing retail kiosk solutions include:

Shorter lines and faster service: Multiple guests can place orders simultaneously through touchscreen interfaces, reducing bottlenecks and keeping traffic moving during busy periods without additional staff.

Fewer order errors: Orders are entered directly by customers and sent instantly to the kitchen display system (KDS), eliminating miscommunication and costly mistakes from misheard requests while improving order accuracy.

Reduced labor costs: With self-service payment kiosks handling routine order entry and contactless transactions, managers can reallocate staff to higher-value roles such as food preparation, guest hospitality, or managing mobile pickups.

Menu consistency across locations: Centralized menu management allows updates and promotions to be rolled out instantly and consistently across all stores, ensuring brand standardization whether on countertop units or standing kiosks.

This operational flexibility proves especially valuable for restaurants facing labor shortages or fluctuating staffing needs. Kiosks provide consistent service without breaks, sick days, or performance variations, ensuring smooth operations even during the busiest rushes. Multi-location brands operating across campuses and growing independents particularly benefit from centralized menu control, which streamlines promotion management and maintains consistency across diverse markets.

Integration capabilities further amplify these operational advantages. Modern kiosk systems can sync directly with existing POS systems and kitchen display systems, reducing manual entry and keeping all ordering channels aligned. Order management platforms, like Otter's, consolidate orders from kiosks, online platforms, and delivery apps into unified management dashboards, making it easier for teams to track, fulfill, and analyze every transaction in real time.

The result? A more efficient, less stressful in-store environment where staff can focus on what matters most: delivering exceptional food and memorable customer experiences.

Operational efficiency: How kiosks free your team and reduce friction

The rise of self-service kiosks directly responds to the evolving preferences of today's diners, especially Gen Z and Millennials. These digitally native generations have grown up with smartphones, apps, and instant gratification—they expect the same seamless, self-directed experience when ordering food that they get from every other aspect of their digital lives.

Recent research shows that 84% of Gen Z and 82% of Millennials choose restaurants with self-serve kiosks over those without (4). The behavioral drivers behind these preferences reveal why fast food ordering kiosks have become essential rather than optional:

No judgment, no pressure: Kiosks allow guests to order without feeling rushed or scrutinized by staff or other customers. Young diners regularly share online that self-service technology has become essential for comfortable ordering. Reddit users describe kiosks as removing "the embarrassment or unease that can come from speaking to someone," while TikTok is filled with posts celebrating the ability to customize orders privately without fear of judgment.

Control and customization: 82% of Gen Z and 86% of Millennials say it's easier to choose what they want on a kiosk, with 77% of Gen Z specifically appreciating the ability to browse menus on their own terms (4). This generation values the ability to take their time, compare options, and make modifications without external pressure, often resulting in larger order sizes.

Reduced social anxiety: For the many young diners who experience ordering discomfort, kiosks offer a stress-free alternative. A 2023 survey found that 3 in 10 Americans report anxiety when ordering at restaurants (5). "Menu anxiety" particularly affects younger generations—up to 86% of Gen Z has experienced restaurant ordering stress, triggered by decision pressure, queue anxiety, and fear of mispronouncing items. Kiosks eliminate these stress points by allowing unhurried browsing and visual menu exploration.

Tap-and-go convenience: 83% of younger customers believe kiosks are quicker than ordering through staff, and 68% of Gen Z diners specifically prefer kiosks over counter ordering (6). This preference stems from mobile-first expectations—kiosks mirror familiar app-based interactions with tap-to-pay options, contactless payments, and seamless integration with smartphone experiences that this generation expects from every transaction.

For restaurants, meeting these expectations isn't just about convenience—it's about capturing and retaining the customers who will drive future growth. Establishments that fail to adapt to these digital-first preferences risk losing ground to competitors who understand what modern diners actually want.

What customers actually prefer: Gen Z and Millennial

The most successful restaurants don't choose between technology and hospitality—they blend them strategically. The hybrid model, where self-service kiosks and staff work side by side, delivers the best of both worlds: operational efficiency, order accuracy, and the warm, personal touch that drives customer loyalty and repeat visits.

Enhancing hospitality through smart technology deployment

Self-ordering kiosks streamline routine transactions like order entry and contactless payment processing, freeing up valuable staff to focus on what technology cannot replace: delivering memorable guest experiences and solving complex customer needs. When employees aren't confined to POS terminals, they become available to:

Provide personalized assistance: Greet first-time visitors, help guests navigate kiosk interfaces, and assist customers who prefer human interaction

Handle complex orders: Manage special dietary requests, customizations, and menu questions that require detailed knowledge

Create upselling opportunities: Engage in table-side recommendations, suggest add-ons during food delivery, and build relationships that increase customer satisfaction

This approach proves especially valuable in high-volume quick service restaurants and fast-casual locations where throughput is critical but the guest experience cannot be compromised. During peak lunch rushes, kiosks process standard orders while staff focus on table delivery, problem resolution, and creating those personal moments that transform one-time visitors into loyal customers.

Higher throughput with enhanced service quality

The hybrid model allows restaurants to serve more guests efficiently while maintaining service standards. Kiosks excel at reducing wait times and eliminating order errors through direct customer input, while redeployed staff can focus on:

Maintaining clean, welcoming dining environments

Delivering orders with personal touches and recommendations

Monitoring guest satisfaction and addressing concerns immediately

Managing mobile order pickups and delivery coordination

This combination enables restaurants to increase customer capacity without sacrificing the hospitality that differentiates them from competitors.

Here's how successful restaurants implement the hybrid model:

When kiosks and humans work together (and why it's the winning model)

Kiosk Ambassador (Peak Hours): Stationed near self-service stations to assist hesitant customers and ensure smooth operation

Table Service Coordinator: Focuses on food delivery, upselling opportunities, and guest check-ins

Guest Experience Manager: Circulates dining area, handles special requests, and maintains service quality standards

Kitchen Liaison: Coordinates between front-of-house technology and back-of-house operations for seamless workflow

Operational efficiency: Kiosks handle routine orders and reduce bottlenecks, while staff tackle higher-value tasks that directly impact customer satisfaction and revenue.

Scalable flexibility: Perfect for restaurants with varying traffic patterns, allowing quick adaptation between self-service and full-service modes based on staffing and demand.

Customer choice: Tech-savvy diners enjoy autonomous ordering while guests preferring traditional service receive personalized attention—accommodating all preferences without operational complexity.

Revenue optimization: Staff focus on meaningful upselling opportunities and relationship building rather than transaction processing, leading to higher average order values and improved customer retention.

By combining the speed and consistency of self-service kiosks with irreplaceable human hospitality, restaurants create a sustainable competitive advantage that drives both operational excellence and long-term customer loyalty.

Adopting self-service kiosks can seem daunting when considering menu synchronization, order tracking, and managing multiple systems. However, retail kiosk solutions don't have to create operational complexity. Otter's integrated ecosystem addresses these challenges directly, enabling restaurants—from single-unit independents to fast-growing chains—to implement self-service technology smoothly according to their specific needs.

Unified menu management eliminates one of the biggest implementation hurdles. Operators can sync menus across their existing POS system and kiosk interfaces in real time through Otter POS, ensuring every update, special, or price change appears instantly across all channels. This synchronization prevents the costly errors and customer frustration that result from menu inconsistencies between ordering platforms.

Consolidated order tracking transforms operational chaos into streamlined efficiency. Rather than juggling multiple tablets and systems, Otter consolidates orders from kiosks, online platforms, and delivery apps into a unified dashboard through Otter Integrations and Otter POS. Kitchen staff can focus on food preparation while managers maintain real-time visibility across all ordering channels through an intuitive interface.

Performance analytics provide the insights necessary for optimization. Otter Analytics reveals which menu items generate the most add-ons, tracks limited-time offer performance, and measures upsell effectiveness. Multi-location operators can compare performance across stores and systematically roll out successful strategies, turning data into actionable growth opportunities that address their business needs.

Commercial-grade hardware ensures reliability during peak service periods. Otter's kiosks are engineered for high-traffic restaurant environments, combining durability with intuitive interfaces that reduce customer confusion and service delays. Whether deployed as countertop units or standing kiosks, the immersive Android-based systems offer flexibility for various restaurant layouts.

Flavor District, a virtual food hall in North Carolina, demonstrates these benefits in practice. The concept manages multiple independent vendors through a single kiosk system, with Otter handling menu management across diverse cuisines, consolidating orders from multiple brands, and providing unified analytics that help optimize vendor performance and customer experience. This implementation allowed Flavor District to operate efficiently while maintaining the flexibility each vendor needed.

The self service kiosk meaning has evolved from convenience add-on to operational necessity. Otter's approach removes the traditional barriers to adoption, allowing restaurants to focus on what matters most: delivering exceptional food and service.

How Otter helps restaurants adopt self-service technology — without the headaches

Do restaurant kiosks increase sales and revenue?

Yes, restaurant kiosks consistently increase sales by 14-30% according to multiple industry studies (2). Self-service kiosks drive higher average order values through:

Visual menu displays that encourage add-ons

Strategic upsell prompts at optimal moments

Pressure-free browsing that leads to larger orders

Personalized recommendations based on order history

The Hamburg Business School study found customers spend 14-16% more when using self-ordering technology. Otter's analytics platform tracks these benefits of kiosks in restaurants, providing real-time data on average order value increases and upsell performance.

How to integrate self-service kiosks with existing POS systems?

Modern self ordering kiosk integration typically takes 1-2 weeks for most restaurants. The process involves:

Menu synchronization with your current POS system

Payment processing setup for self service payment kiosks

Staff training on dual-channel operations

Otter's restaurant kiosk solutions integrate with major POS providers including Otter, Square, Toast, and Clover, automatically syncing orders and inventory in real-time without disrupting existing workflows. The self-service kiosk solution adapts to your specific needs whether you're a single location or managing multiple campuses.

Do self-service kiosks replace restaurant staff?

No, self-service kiosks complement existing staff rather than replace them. According to industry data, restaurants using kiosks typically maintain the same staffing levels while reallocating employees to higher-value tasks:

Mobile order management and delivery coordination

Kiosk support for customers who need help

This approach improves job satisfaction while maintaining the human connection customers value, ultimately reducing labor costs through better efficiency rather than fewer employees.

Can restaurants use both kiosks and traditional cashiers?

Yes, hybrid ordering models are increasingly popular and effective. Restaurant self service platforms support flexible operations where customers can choose between:

Self-service kiosks for independent ordering

Staff-assisted kiosk ordering for complex requests

POS terminals that convert to kiosk mode during peak times

This flexibility ensures all customer preferences are accommodated while optimizing operational efficiency during varying demand periods. Whether customers prefer self-service options or traditional service, the kiosk system adapts to provide the best guest experience.

Modern restaurant technology should enhance both customer experience and operational efficiency. Self-service kiosks represent a proven opportunity to increase revenue, streamline operations, and meet evolving customer expectations when implemented with the right technology partner and strategic approach.

Learn how upsell groups helped brands increase their order value.

How Otter helps restaurant brands grow basket size fast

For successful national and global restaurant brands, increasing revenue isn’t just about bringing in new customers – it’s also about getting more value from each order. That’s why average order value (AOV) is such a critical metric. Among all the levers brands can pull to increase AOV, upsells are one of the most effective and underutilized.

Adding a side, dessert, or drink at the right point in the ordering journey can immediately boost check size by $5–$10 without requiring additional customer acquisition spend. Every major food delivery platform—from Uber Eats to DoorDash to Grubhub—supports this with built-in modifier functionality.

For instance, a customer ordering a coffee might see a prompt to add a muffin, croissant, or yogurt parfait before checkout. These upsells feel natural to the customer and significantly boost margins.

To power these upsells, brands typically rely on introducing bundles or different menu items at the end of the modification flow. For example, bagels and pastries can be shown after the guest completes their coffee modifier selection.

This strategy works — if brands can implement it effectively. But therein lies the challenge.

For many multi-unit restaurant chains, especially those with centralized POS systems and complex org structures, introducing a simple upsell isn’t simple at all.

Enterprise brands often rely on a tightly controlled POS database that powers menus across hundreds or thousands of locations. Adding new modifier groups, or even editing existing ones, requires alignment across IT, operations, finance, and marketing. In some cases, rigid POS architecture makes even small changes difficult or risky.

The result? Brands skip upsells entirely, or only update them quarterly, if that. That’s lost revenue every single day.

Example: In brands like Starbucks or Biggby Coffee, prompting guests with a warm pastry after selecting a latte could easily double the value of the transaction. But today, implementing that would require cross-functional coordination, weeks of testing, and careful POS management.

The same friction exists at QSR chains, where adding high-margin items like fries, drinks, or limited-time offers (LTOs) often involves backend POS work that can delay launches or stall them entirely.

Why POS systems make upsells challenging for enterprise brands

To address this friction, we developed Upsell Groups. They are a smarter, faster way to drive upsell revenue without touching your POS.

What are Upsell Groups?
Otter’s Upsell Groups allow brands to treat any POS item as a modifier—creating intuitive, high-converting upsell paths—without editing the core POS database. Built into the Otter Menus app, the feature lets teams add, test, and deploy upsells across locations in minutes.

Just create a group, assign the upsell items, and publish across your delivery platforms or in-store kiosk menus.

With Otter’s middleware, Enterprise brands can:

Launch upsell campaigns in days, not weeks

Boost AOV without adding operational load

Rapidly test, iterate, and optimize upsell performance

Maintain centralized control with zero downstream chaos

And this isn’t some pricey add-on. It’s available to all Otter Middleware customers for free.

One global quick-service restaurant brand recently launched a campaign using Upsell Groups across more than 100 locations. Without any changes to their POS or manual intervention from various teams, 

The deployment surfaced popular upsell items, like sides and desserts, immediately after guests selected their main item, and the performance was tracked and optimized in real time via Otter’s Analytics tools.

Real-world success: A global restaurant chain’s $1.5M AOV uplift

At Otter, our product philosophy is simple: build solutions that drive revenue, not overhead. We know enterprise teams are stretched thin, and innovation can’t afford to wait on week-long development cycles or cross-department sign-offs.

That’s why Upsell Groups, and the broader Otter platform, are designed to reduce operational friction and give brands the flexibility to move fast. Whether it’s recapturing lost revenue with Revenue Recapture, ensuring uptime with Always On, or driving campaign performance with Otter Marketing, we’re focused on delivering results at scale.

Products that are designed in close partnership with leading restaurant brands

Industry-leading support teams dedicated to your success

Want to see how Otter’s Upsell Groups can drive sales without additional work for your brand? Request a personalized demo today.

Why Otter is the best partner for enterprise brands

Unlocking revenue with zero POS work: How Otter’s upsell groups help enterprise brands grow basket size fast

This article provides a data-driven, actionable guide to social media marketing for restaurants in 2025, featuring platform-specific strategies, viral content formats, and real-world case studies from brands like Just Salad, Popeyes, and Dog Haus.

Social media marketing for restaurants: Strategies to go viral

The restaurant world has transformed completely. Post-pandemic, diners aren't discovering their next favorite spot by wandering past storefronts. They're scrolling, swiping, and sharing their meal choices before they even leave home. Social media marketing for restaurants has evolved from optional to essential, becoming the primary driver of customer discovery, engagement, and lasting loyalty.

Whether you're running a cozy neighborhood café or managing a bustling downtown hotspot, your digital presence determines whether you become the local sensation everyone's talking about—or get lost in an increasingly crowded market.

In 2025, restaurant social media success isn't about having the biggest budget or fanciest equipment. It's about understanding your target audience, choosing the best social media platforms for restaurants and developing a comprehensive social media marketing strategy, and creating authentic content that naturally spreads.

This guide serves as your complete roadmap to mastering restaurant social media. We'll explore proven strategies for each major platform, reveal how to create scroll-stopping content, and share practical tools that streamline your entire workflow. You'll discover exactly how to promote your restaurant on social media effectively, turning every post into an opportunity for genuine connection and measurable growth.

Ready to transform your digital presence and fill more tables? Let's get started.

Social media marketing for restaurants has gone beyond mouthwatering photos and funny reels. Today's most popular social media platforms drive discovery, engagement, and loyalty like never before. Diners are now discovering, evaluating, and engaging with restaurants primarily through Instagram, TikTok, and Facebook. In fact, 74% of people use social media to decide where to eat, and 72% specifically research restaurants on these platforms before making a choice (1). Instagram alone has over 250 million #food posts, and TikTok's viral food trends are directly driving foot traffic and online orders, especially among Gen Z and Millennials (2).

The shift is profound: According to Electro IQ, 88% of diners trust online reviews as much as personal recommendations, and 57% have taken action after seeing a restaurant's social media post. High-quality photos and engaging content are essential business drivers. Forty percent of people visit a restaurant after seeing appealing food photos online, and 22% of customers return because of a restaurant's strong social media presence (3).

Competitors are capitalizing on these habits by investing heavily in restaurant social media strategies. Restaurant owners are now actively marketing on social platforms, focusing on brand awareness and building their online presence with engaging content, and many are hiring dedicated restaurant social media managers to develop targeted marketing strategies and keep pace. Fast, authentic engagement matters more than ever: 71% of customers are more likely to recommend a restaurant that responds quickly on social media, and 42% of people expect a reply within one hour (1).

This shift represents more than just changing marketing tactics – it's about how to market a restaurant on social media effectively in today's landscape. Social media isn't just about exposure; it's a direct pipeline to orders, reservations, customer loyalty, and invaluable feedback. Restaurants that master the best social media platforms for restaurants see higher sales, more repeat business, and stronger brand recognition. In a saturated market, your online presence is one of your most powerful tools for making a name for yourself.

Why social media is non-negotiable for modern restaurants

Going viral isn't just luck. It's actually strategy – a perfect blend of relatability, visual appeal, novelty, humor, and storytelling. The most successful restaurant social media content taps into emotions, sparks curiosity, and encourages sharing. Here's how the best restaurants create content that spreads like wildfire across the digital space:

The five pillars of viral restaurant content

Relatability connects with real experiences. Content showing staff members' banter, genuine customer reactions, or what happens in the kitchen is exactly the content that draws viewers in and makes them feel part of your story. When people see real human behavior in your posts, they're more likely to share it.

Visual appeal stops the scroll. High-quality photos that make you hungry and video content with vibrant colors, creative plating, and optimal lighting are essential. Natural sunlight, dynamic angles, and close-ups of textures make dishes irresistible on feeds already flooded with food content.

Novelty sets you apart. Unique menu items, quirky decor, or theatrical presentations, like tableside flambé or outlandish desserts, grab attention and differentiate your restaurant from countless competitors.

Humor builds community. Lighthearted moments like onsite challenges, playful customer interactions, or witty responses invite shares and comments, creating a fun, approachable brand personality that people want to engage with.

Storytelling creates emotional connection. Sharing the inspiration behind a signature dish, following a day in your chef's life, or telling your restaurant's origin story builds memorability and deeper customer relationships.

TikTok thrives on food challenges, behind-the-scenes kitchen content, ASMR cooking videos, staff dance-offs, menu hacks, and authentic customer reaction clips that feel spontaneous and entertaining through short-form videos.

Instagram Reels excel with time-lapse food prep, new menu item reveals, chef tutorials, customer testimonials, and immersive kitchen tours that showcase your restaurant's personality and expertise.

User-generated content like photo contests, hashtag challenges, and customer POV videos, boosts authenticity and extends your social reach while serving as powerful social proof.

Relatable moments (staff personalities, customer stories, real experiences)

High-quality visuals (natural light, close-ups, dynamic angles)

Unique offerings or experiences that stand out

Clear, compelling storytelling with emotional hooks

Trending formats and algorithms-friendly content (challenges, behind-the-scenes content)

Strong calls to action (encourage shares, comments, participation)

Consistent branding and authentic brand voice

When you master these elements, your restaurant social media marketing transforms ordinary moments into shareable content. The ultimate goal surpasses simple visibility. It's creating genuine connections that turn viewers into customers and customers into advocates who can't wait to share your story.

Creating consistent, engaging content doesn't have to be complicated. These eight proven formats work across social platforms and can be adapted for any restaurant, from quick-service chains to neighborhood favorites. Each approach builds different aspects of your brand while driving measurable engagement.

What it is: Short videos or stories showing food prep, plating, or authentic kitchen moments.

Why it works: Builds authenticity and trust by revealing the craft and care behind every meal.

Quick tip: Film a time-lapse of your kitchen prepping for the lunch rush. Maddogs could show their team grilling signature burgers, while Wendy's might highlight their fresh ingredient prep that sets them apart from competitors.

What it is: Introduce team members, share their favorite menu picks, or highlight their unique personalities.

Why it works: Humanizes your restaurant brand and fosters genuine emotional connection with customers.

Quick tip: Feature a "Meet the Team Monday" post. Popeyes could spotlight a long-time fry cook sharing their secret to perfectly crispy chicken, creating both authenticity and expertise.

3. Limited-time drops & new menu items specials

What it is: Tease new menu items, seasonal specials, or flash deals with countdowns or exclusive sneak peeks.

Why it works: Creates urgency and FOMO, driving immediate action and generating buzz around your offerings.

Quick tip: Use Instagram Stories to launch a "secret menu" item available for just 24 hours. Wendy's could tease a new Frosty flavor with countdown stickers and behind-the-scenes creation footage.

What it is: Share photos, videos, or reviews from real guests experiencing your restaurant - this user-generated content serves as powerful social proof.

Why it works: 88% of diners trust online reviews as much as personal recommendations (4), and 22% return to a restaurant because of its social media presence (1).

Quick tip: Run a hashtag contest for the best meal photo. Maddogs could repost customer selfies with their signature hot dogs, creating a community of brand advocates.

What it is: Share simplified recipes, cooking tips, or satisfying ASMR (Autonomous Sensory Meridian Response) clips of food sizzling, crunching, or being prepared.

Why it works: Taps into the "learn and relax" trend while making your brand memorable and highly shareable, especially among foodie audiences.

Quick tip: Post a quick reel of Popeyes' chicken being breaded and fried, with crisp audio that ASMR fans crave—it's quality content that works even with sound off.

What it is: Condense long prep processes or special events setups into fast-paced, visually compelling videos.

Why it works: Captures attention instantly and shows effort, scale, or dramatic transformation in just seconds.

Quick tip: Show a Maddogs dining room transforming from empty to packed during game night, highlighting both atmosphere and popularity.

What it is: Playful social media posts, witty social media banter, or trending memes tailored to your specific brand voice.

Why it works: Humor is highly shareable and helps brands like Wendy's and Popeyes achieve viral reach through entertainment. 

Quick tip: Join trending challenges or create meme formats featuring your menu items. Wendy's famous "roast" responses show how humor can drive massive engagement.

What it is: Use Instagram Stories, Facebook, or TikTok to ask questions, run polls, or host live Q&A sessions in real-time.

Why it works: 71% of customers are more likely to recommend a restaurant that responds quickly on social media (5), and interaction builds deeper relationships with potential customers. 

Quick tip: Let customers vote on your next limited-time menu item or host live chef Q&As. This transforms followers into active participants in your brand story.

The key to success with restaurant social media marketing is this: consistently using the content formats that best showcase your unique personality and offerings while building genuine connections with your audience.

The best-performing content types for restaurants

In 2025, thriving on social media means having a smart social media marketing strategy that saves time, maintains consistency, and delivers measurable results. The right tools transform social media marketing from a daily scramble into a strategic advantage. Here's how to build your restaurant's essential toolkit:

Smart scheduling keeps your content flowing even during your busiest service hours.

Buffer: A user-friendly social media management platform that schedules and publishes posts across multiple social media channels. Perfect for restaurants juggling Instagram, Facebook, and TikTok without losing their minds during dinner rush.

Later: A visual planner designed for Instagram, Facebook, Twitter, and Pinterest, featuring drag-and-drop scheduling and a media library. Ideal for restaurants that rely heavily on visual content to showcase their dishes.

Meta Business Suite: Facebook and Instagram's native tool for scheduling, publishing, and managing content, including messaging and insights. Free and integrated, making it essential for restaurants already invested in Meta's ecosystem.

Understanding what works prevents you from wasting time on content that doesn't drive results.

Instagram Insights: Provides crucial data on post performance, audience demographics, and engagement metrics. Essential for understanding your target audience and tracking which dishes and content styles resonate most with your customer base.

TikTok Analytics: Offers insights into video views, follower growth, and audience behavior. Critical for restaurants targeting younger demographics who discover dining spots through viral content.

Google Business Profile: Tracks how customers find and interact with your restaurant on Google Search and Maps, including reviews and clicks. Often overlooked but vital for local discovery and reputation management.

Authentic customer content often outperforms brand-created posts—these tools help you find and leverage it effectively.

Mention: A monitoring tool that tracks brand mentions and user-generated content across platforms, making it easy to discover and repost customer content that showcases your restaurant authentically.

Manual Workflow for social media management: Encourage customers to tag your restaurant or use a branded hashtag through table tents, receipts, or staff recommendations. Regularly monitor these tags to collect genuine customer experiences worth sharing.

The right hashtags and trends can exponentially increase your content's reach.

RiteTag: Provides instant hashtag suggestions based on real-time engagement data to maximize reach. Helps restaurants move beyond generic #food hashtags to more targeted, effective options.

Hashtagify: Offers analytics on hashtag popularity, trends, and related hashtags to optimize campaigns. Perfect for understanding which local and food-specific hashtags actually drive engagement.

TrendTok: A TikTok-specific app that identifies trending sounds, hashtags, and challenges to boost content visibility. Essential for restaurants wanting to ride viral waves rather than miss them.

Automating your restaurant social media workflow means you're not scrambling for last-minute posts or missing key engagement opportunities during busy periods. Consistency builds trust and keeps your brand top-of-mind, while analytics-driven decisions ensure your content actually delivers business results rather than just likes.

Don't just post—measure what works. Otter Analytics gives restaurants real-time insights into campaign performance, sales impact, and customer behavior, so you can double down on strategies that actually drive reservations and orders instead of just engagement vanity metrics.

With the right tools and a strategic approach, your restaurant can transform social media from a time drain into a powerful engine for sustainable growth and customer acquisition.

Tools to streamline your restaurant’s social media marketing

The most successful restaurant social media campaigns combine creativity, cultural relevance, and smart delivery app promotions to drive real results. Here's how three restaurants captured attention and transformed engagement into measurable business outcomes, and how Otter Marketing could help amplify similar success through coordinated delivery app advertising.

Just Salad's sustainability-driven digital engagement

What they did: Otter client Just Salad has built its restaurant brand around sustainability, encouraging customers to use reusable bowls and promoting eco-friendly habits. Their digital campaigns and app features, such as ‘Salad AI,’ focus on personalization and sustainability, helping the brand engage health-conscious and environmentally minded customers.

Why it worked: Tapping into the growing sustainability movement while showcasing authentic customer experiences makes the brand both relatable and aspirational. The visual content appeal of colorful, healthy meals combined with a meaningful mission creates content that followers actually want to share, extending organic reach and driving delivery orders from new customers.

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