Why You Need a Restaurant Content Strategy

Feeling stuck in an endless loop of creating Instagram posts that don’t move the needle? You're not alone—and this is where content marketing for restaurants changes the game.

In this article, we'll cover:

• What a restaurant content strategy is
• How a restaurant content strategy can drive sales
• How to create a content strategy that makes marketing simpler for you
• Tips for creating an impactful content strategy

Since this is not our area of expertise at Salt & Roe, we are thrilled to e welcome Eliesa Johnson, Mel Nobec, Annie D’Souza, and Nikki Fox, leaders of The Restaurant Project and experts at content marketing for restaurants to our blog.

( Want hands-on support building your restaurant’s content marketing strategy? Join the waitlist for our next Walk-In cohort and get guidance from experts like The Restaurant Project.

The Restaurant Project is an award-winning collective of photographers, videographers, brand builders and content strategists who make marketing easier for restaurants. Combining editorial storytelling and artistic vision with practical marketing solutions, the team specializes in helping brands make meaningful connections with their people.

They’ve helped dozens of restaurant brands craft the best marketing strategies for restaurants by aligning visual content with data-driven decisions.

In this blog on creating a content strategy that generates measurable results for your food business, The Restaurant Project shares directive, clear, and actionable guidance to take your marketing goals and connect them to what your customers really care about.

We hope you learn as much from this article as we did. 

Alison & Kimberly

Top Content Marketing Strategies for Restaurants in 2025

by the Strategy Team at The Restaurant Project 

For many restaurants, social media is the primary place they are investing marketing energy. And they jump onto the hamster wheel of content without setting a strategic foundation.

They might feel like they are doing too much (always filming more, making more, posting more), and yet these marketing efforts aren’t showing the results they want to see. (This is the point where people usually get in touch with us at The Restaurant Project because they are ready to make a change.)

A thoughtful approach to content marketing for restaurants helps you get unstuck from the trap of “more” and into the mindset of “why.” A strong marketing strategy for restaurants bridges this gap—turning chaotic posting into intentional storytelling that aligns with your goals. It takes your marketing goals and connects them to what your customers really care about—helping you tell your story with clarity and choose the smartest places to tell it. (Hint: it’s not always Instagram!)

But what does a content strategy look like in real life? And how do you go about creating one that will be impactful and sustainable for your restaurant (because you already have so much else on your plate)? 

We got you.

Let’s talk through each piece of the content puzzle. 

What is a Restaurant Content Strategy?

A content strategy is a comprehensive plan for how you’ll approach creating, managing, and sharing content across your digital (and IRL) communication channels. It’s woven right into marketing—and the lines are blurrier than ever because most brands these days are ultimately also content creators.

It is how your brand comes to life. Your brand defines who you are: your identity, values, and overall vibe. Your content strategy is how you’ll convey all of that: through what you do, what you say, and where you show up.

When paired with a digital marketing strategy for restaurants, your content strategy ensures every piece of content is not only visually appealing but also optimized to reach the right audience at the right time.

A restaurant content strategy can—and should—guide everything from your website and menus to your photos, videos, social, email marketing, flyers, ads, press pitches, SEO, and so on.

Photo courtesy of The Restaurant Project, featuring Churchill Street Restaurant.

5 Reasons to Build a Restaurant Content Strategy

With new trends popping up daily and the marketing landscape constantly shifting, it’s easy to feel lost or just plain overwhelmed. Here are a few ways a restaurant content strategy can help you make the most of your time, resources, and creative energy:

1. Save money.

If you’re throwing spaghetti at the wall and hoping something sticks, you’re wasting money. A content strategy helps you avoid costly missteps by prioritizing where to focus your time and resources. The best marketing strategies for restaurants avoid this randomness by focusing on platforms and formats that deliver ROI. Rather than spreading your budget thin chasing every trend or trying to show up everywhere, you’ll invest in content that directly supports your restaurant’s goals.

2. Save time.

A well-structured content strategy isn’t about working harder—it’s about working smarter. As a creative exercise, we often workshop 17+ different ways to tell one story, which is far simpler (and usually more impactful) than trying to tell 17 entirely different stories. Getting creative with what you already have gives your storytelling more mileage with less effort, freeing up time for other parts of your business that need attention.

This mindset can also help you shoot photo and video content with longevity in mind. Rather than creating one-off posts that quickly fade, you’ll have content that can be reused, adapted, or repurposed across multiple platforms for months—or even years!—to come.

3. Build Consistency.

In the crowded restaurant industry, consistency is everything. A consistent and thoughtful marketing strategy for restaurant branding builds customer trust and sets you apart in a saturated market. Your customers should know exactly what to expect from you—whether it’s the vibe of your Instagram, the tone of your promos, or the experience when they walk through your door. A content strategy ensures that every piece of content aligns with your brand’s identity, voice, and mission. 

4. Grow your community.

People love to interact with brands that feel human. When you share content that resonates with your people—like behind-the-scenes glimpses or the unparalleled wit of your chef—it makes your restaurant feel like their place. And that’s how you turn one-time diners into loyal regulars.

5. Drive sales.

At the end of the day, you want more butts in seats. Whether it's booking a table, ordering takeout, or joining your loyalty program, strategic content can motivate people to take action and spend money with you.

7 Tips to Create a Winning Restaurant Content Strategy

Now that we’ve covered why a content strategy is so very essential, use these tips to develop one that works for your restaurant.

1. Get crystal clear on your goals. 

Before you start churning out content, you need to ask yourself one important question: What are you trying to achieve? 

Are you hoping to drive more reservations? Build awareness of your new location? Get more customer reviews? Build a bigger email subscriber list? Your goals should be specific and measurable. 

It can help to measure specific key performance indicators (KPIs in marketing lingo)—think website traffic, email open rates, shares on Instagram—that align with your goals to help you gauge what’s working. After all, you can’t hit a target if you don’t know where to aim.

2. Know your audience inside and out. 

Before you make anything, you need to understand who you're talking to. What are their interests, values, and challenges? Are they sustainability-focused foodies, busy professionals looking for quick but quality meals, or families seeking a relaxed dining experience? Are they even on TikTok?

The more you know about your audience’s demographics, preferences, and behaviors, the better you can tailor your content to meet their needs and capture their attention. It’s digital hospitality, essentially!

It’s easy to get distracted by trends or what your competitors are doing—only to find that your people aren’t really interested. Over time as you try new things, your intuition will sharpen, taking some of the guesswork out of marketing.

When you focus on topics, stories, and formats that resonate with your audience—be it local food sourcing, seasonal menu changes, or pure entertainment—you’re more likely to see engagement and results.

3. Create a content calendar. 

Content creation can feel overwhelming, especially when you’re balancing the daily operations of running a busy restaurant. A content calendar is your best friend here. It helps you stay organized, plan ahead, and ensure consistency across platforms. Make sure your calendar includes key dates like holidays, local events, seasonal moments and your marketing promos.

4. Focus on storytelling, not just sales. 

Of course, promoting your menu and offers is important, but don’t underestimate the power of storytelling. Content that connects emotionally is way more engaging than a simple sales pitch. Think about the stories behind your dishes: maybe it’s the local farm where you get your fresh ingredients, or the secret recipe passed down through generations. 

People don’t just want to eat—they want to connect with the places they support. When you tell your story, you’re inviting your guests to be part of something bigger. And when they feel that connection, they’ll be more likely to come back and spread the word.

5. Leverage user-generated content. 

Your customers are your best advocates, so why not let them do some of the talking for you? Encourage people to share their experiences on social media, and then show them off by featuring their photos, reviews, and posts on your platforms. 

User-generated content (UGC) is like a glowing recommendation from a friend: it's authentic, relatable, and builds trust. Plus, when you share your customers’ content, it’s a win-win: you get fresh, real content, and they feel valued and appreciated. It’s a great way to create a community around your brand and make your customers feel like they’re a part of something special.

6. Think local.

Highlight the suppliers who make your dishes sing, share the quirky little stories that make your neighborhood unique, and shine a spotlight on local events. These stories not only resonate with your regulars—they also draw in newcomers..

And don’t sleep on local SEO! By incorporating location-specific keywords (think your neighborhood, nearby landmarks, or city-specific trends) into your content, you make it easier for people to find you when they search for things like “best restaurant near me” or “dinner in [your city].” When search engines recognize your restaurant as a local gem, you’ll be top of mind for anyone nearby looking to eat.

7. Reflect and adjust regularly. 

A successful restaurant content strategy isn’t set-it-and-forget-it. To make sure you’re on the right track, you need to keep tabs on your results. Check in on your goals regularly to see what’s working and what’s not. Use insights from your audience to optimize your content, adjust your approach, and experiment with new ideas. 

A clear strategy acts as a filter, helping you quickly identify what’s worth your time (and what isn’t). It gives you the confidence to stay focused and say no to things that just don’t fit with your brand or audience—leaving you more resources to put toward what is working.

A Restaurant Content Strategy is a Recipe for Growth 

The restaurant industry moves fast which is why content marketing for restaurants is so tough, but taking a moment to slow down and strategize is never a waste of time. A smart marketing strategy for restaurants doesn’t just improve visibility—it builds meaningful customer relationships that drive long-term success. A well-defined content strategy ensures that you’re pointing your time, money and energy in the right direction—and creating stronger, lasting relationships with your customers beyond the doors of your restaurant.

Behind you, 

The Restaurant Project

Phew! Isn’t this team amazing?

If you own or lead a restaurant business, learning from experts like The Restaurant Project is a non-negotiable for your growth and, let’s be real, your sanity.

If you’re looking for a place to learn what you don’t know in an environment where there are no stupid questions, The Walk-In is for you. This is our 6 month group coaching program for restaurant people like you looking to become the leader you’re most proud to be.

Join the waitlist now to be the first to know when our doors reopen in the fall of 2025.

Photo courtesy of The Restaurant Project