TikTok for restaurants: How to go viral and attract more customers

When Reda opened IDK Philly, he initially planned to focus on fried chicken. But one night, while scrolling his TikTok account before falling asleep, he discovered smash burger content on his for you page (FYP) that completely changed his restaurant concept. Fast-forward to today: Reda posts seven times a week on social media and goes viral at least once weekly. His strategic TikTok marketing approach has driven such rapid growth that he's planning to open four to five new locations within the year, positioning IDK Philly as "the go-to spot for smash burgers on the East Coast."

Reda's story represents the new reality for restaurants in 2025. Since the pandemic significantly shifted dining habits across the globe, social media platforms have become the primary discovery engine for new restaurants. It appears that TikTok now drives more restaurant visits among Gen Z than traditional advertising, Yelp reviews, and Google searches combined (3).

For restaurant owners, this shift represents both an opportunity and a necessity. A single creative viral video can generate weeks of bookings, introduce your restaurant to thousands of new customers, and build a loyal following of TikTok users. Even more of an upside, this can all be accomplished without spending a dollar on traditional advertising.

This guide provides a complete roadmap for restaurant TikTok success. You'll discover what makes video content go viral, learn which TikTok videos drive the most customers, and get practical tools to manage your social media presence efficiently.

Why TikTok is a game-changer for restaurant marketing

TikTok has become the primary discovery engine for restaurant-seeking diners. According to research from The Hartman Group, nearly three-quarters of Gen Z uses TikTok to gather food information, while 55% of this generation turns to social media for new foods and recipes (1). A study by MGH found that 53% of millennial TikTok users have visited a restaurant after seeing it on the app, demonstrating the platform's direct impact on foot traffic.

Unlike traditional marketing channels, TikTok's algorithm-driven discovery system can amplify content regardless of TikTok followers count. A single video has the potential to reach thousands of potential customers organically, making it one of the most cost-effective marketing tools available to restaurants. The platform's short-video, visually engaging format is perfectly suited for showcasing food, creating an immediate appetite appeal that drives action.

The business outcomes are tangible. Research shows that 74% of people use social media to decide where to eat, with 40% of diners trying a restaurant after seeing food photos online (2). For restaurants like IDK Philly, this translates to consistent weekly viral moments that drive sustained customer growth rather than fleeting publicity.

Beyond immediate visits, using TikTok helps restaurants build lasting customer relationships. The platform's emphasis on authentic, behind-the-scenes content allows restaurants to showcase their personality, values, and people—factors that increasingly influence dining decisions among younger consumers. This authentic connection often leads to repeat visits and word-of-mouth recommendations that extend far beyond the original video's reach.

What makes restaurant content go viral on TikTok?

Viral restaurant content succeeds because it taps into universal human experiences and emotions. Research shows that 66% of businesses say their best-performing organic content is original rather than trend-based, indicating that authenticity often outperforms algorithm chasing.

The Psychology Behind Viral Food Content

Relatability drives engagement. In 2022, MOD Pizza's team posted a TikTok about delivering to the wrong address, going above and beyond to rectify the mistake – two team members proceeded to sweep the customer's porch and leave flowers, resulting in over 200,000 likes. Viewers connected with both the problem and the thoughtful solution, since the content resonated: who hasn't experienced a delivery mishap at some point in their lives?

Emotional triggers multiply shares. Content that evokes surprise, delight, or nostalgia gets shared more frequently. IDK Philly's behind-the-scenes content works because it satisfies curiosity about restaurant operations while building personal connections with staff. As owner Reda explains, "I post seven times a week and go viral at least once weekly" by focusing on authentic moments rather than polished advertisements.

Visual appeal creates immediate impact. Food is inherently visual, and TikTok's format amplifies this advantage. Close-ups of sizzling ingredients, dramatic reveals, and satisfying preparation sequences trigger immediate appetite responses that translate to visits.

Platform Mechanics That Amplify Content

TikTok's algorithm rewards engagement over follower count, meaning a single compelling video from a small restaurant can reach millions. The platform prioritizes content that keeps viewers watching to completion and prompts immediate actions like comments or shares.

Remember: timing and TikTok trends are important, but it's authenticity that matters most. While participating in trending sounds and TikTok challenges can boost visibility, the most successful restaurant content combines popular elements with genuine brand personality. Taco Bell, for example, participates in platform trends while maintaining their irreverent vibe, resulting in 3.1 million followers and consistently viral content.

Content ideas that work: What to post on TikTok

The most successful restaurant TikToks fall into proven formats that continuously drive engagement and visits. Here are eight high-performing content types with specific execution tips:

Behind-the-Scenes Content

Show kitchen prep, staff interactions, or morning setup routines. IDK Philly excels at this format, popular on both TikTok and Instagram, posting candid moments of staff prepping orders and interacting with customers, giving viewers an authentic sense of the restaurant's energy.

Execution tip: Film during busy periods to capture natural energy and teamwork.

Signature Dish Showcases

Create appetite appeal with close-ups, slow-motion shots, or dramatic reveals. Use natural lighting and focus on the most photogenic moment: the cheese pull, the sauce drizzle, or the first cut. Whether you're featuring tacos, ice cream, or new menu items, these videos consistently perform well in the #foodtiktok community.

Execution tip: Shoot multiple angles of the same dish to find the most compelling perspective.

Staff Spotlights

Feature team members through quick interviews, skill demonstrations, or personality moments. This humanizes your brand and builds personal connections with viewers, especially important for creating that authentic restaurant vibe.

Execution tip: Let staff be themselves rather than scripting responses.

Customer Reaction Videos

Capture genuine first-bite reactions, especially for spicy dishes or unique menu items. These videos leverage social proof and showcase your food's impact on the dining experience.

Execution tip: Ask permission first, then film discreetly for authentic reactions.

Limited-Time Offer Announcements

Generate urgency with countdown timers, "last chance" messaging, or creative reveals of special menu items. Perfect for promoting brunch specials or seasonal offerings.

Execution tip: Create visual urgency with text overlays showing dates or quantities.

Food ASMR and Process Videos

Highlight satisfying sounds—sizzling, chopping, pouring—or show mesmerizing food assembly processes. These tap into sensory appeal and relaxation trends that foodie communities love.

Execution tip: Record in quiet environments to capture crisp audio.

Trend Participation

Adapt popular TikTok challenges, sounds, or formats to fit your restaurant concept. Like Taco Bell's approach, maintain your brand voice while participating in platform trends and using trending hashtags.

Execution tip: Monitor trending hashtags and sounds weekly to identify relevant opportunities.

Recipe Reveals and Tips

Share simplified versions of popular dishes or cooking hacks that viewers can try at home. This positions your restaurant as a food authority while encouraging saves and shares.

Execution tip: Focus on one technique or ingredient per video to keep content digestible.

Tools to simplify your TikTok marketing

TikTok success creates a wonderful problem: rapid growth in orders, customers, and operational complexity. The key is having integrated systems organized that can scale when something goes viral, allowing you to focus on content creation rather than scrambling to manage increased demand.

Content Creation and Scheduling

TikTok Creator Tools offer built-in editing, analytics, and scheduling directly within the TikTok app. For more advanced planning, Later and Buffer help maintain consistent posting schedules even during busy service periods.

Trend Discovery Tools like TikTok Creative Center and trending hashtag trackers help you identify viral opportunities before they peak, giving you a significant advantage on emerging trends.

Analytics and Performance Tracking

TikTok Analytics provides essential metrics like video completion rates, audience demographics, and peak engagement times. Third-party tools like Iconosquare offer deeper insights and competitor analysis to refine your marketing strategy.

Track real-world impact by monitoring reservation spikes, delivery order increases, and foot traffic patterns following viral posts. This data helps you understand which content types drive actual business results.

Operational Readiness

The most successful TikTok restaurants have operational systems that can handle a sudden increase in customers. IDK Philly experienced rapid growth from their weekly viral content, but their partnership with Otter ensured they could manage the increased order volume seamlessly.

Otter provides the operational backbone that supports social media marketing success: POS systems, multi-platform order management, and analytics that help restaurants understand the business impact of their TikTok efforts. When your content goes viral, you need systems that scale instantly.

As IDK Philly's owner Reda explains about managing rapid growth: "Having everything in one place with Otter helps the team handle all the orders and provide a consistent experience for our customers—even during peak times."

The goal is simple: create systems that let you focus on what drives growth (great content and great food) while technology handles the operational complexity that comes with TikTok success.

FAQs

How often should a restaurant post on TikTok?

Consistency matters more than frequency. Aim for 3-5 posts per week to maintain visibility without overwhelming your audience. IDK Philly posts seven times weekly and achieves regular viral moments, but they built up to this schedule gradually. Start with a sustainable posting rhythm, whether that's daily or three times per week, and prioritize quality over quantity.

Do I need to hire a social media manager for TikTok?

Not necessarily, especially when starting out. Many successful restaurant's TikTok accounts are created by owners and staff members who understand the restaurant's personality best. However, as your following grows and content creation becomes more time-intensive, a dedicated social media manager can help develop strategy, monitor trends, and engage with your community while you focus on restaurant operations. Some restaurants in major markets like New York and Los Angeles also work with TikTok influencers to expand their reach.

What's the best type of content for my restaurant?

Behind-the-scenes content consistently performs well across all restaurant types because it satisfies curiosity and builds personal connections. Beyond that, focus on content that showcases what makes your restaurant unique in the restaurant industry: signature dishes, cooking techniques, staff personalities, or customer interactions. Test different formats and track which ones drive actual visits, not just views.

How do I measure TikTok success for my restaurant?

Track both social metrics and business outcomes. On TikTok, monitor video completion rates, engagement rates, and follower growth. More importantly, track real-world impact: reservation increases, delivery order spikes, and foot traffic patterns following viral posts. Many restaurants see immediate spikes in orders within 24-48 hours of viral content.

How do I prepare my restaurant for viral TikTok success?

Viral moments can drive sudden surges in orders and customers, so operational readiness is crucial. Ensure your team can handle increased volume, your supply chain can accommodate demand spikes, and your ordering systems can process higher volumes efficiently. Restaurants like IDK Philly use integrated systems to manage multiple delivery platforms and order channels, allowing them to capitalize on viral moments rather than struggle with them.

Should I pay for TikTok ads or focus on organic content?

Start with organic content to understand what resonates with your audience and develops your brand voice. Once you identify high-performing content types, consider promoting your best-performing videos or creating targeted ads for specific campaigns. Organic content builds authentic community, while paid promotion amplifies your reach strategically.

How should I adapt my TikTok content strategy for Instagram and other social media platforms?

While TikTok should be your primary focus for restaurant discovery, cross-platform content distribution maximizes your reach. Instagram Reels work well for repurposing TikTok content, but require platform-specific adaptations - Instagram users prefer higher production value and more polished aesthetics. Instagram Stories are perfect for daily specials and limited-time offers, while Reels showcase signature dishes with trending audio. The key difference is audience behavior: TikTok users discover new restaurants through algorithm-driven content, while Instagram users often follow restaurants they already know. Use Instagram to nurture existing customer relationships and TikTok for new customer acquisition.