We are thrilled to welcome Eliesa Johnson, Mel Nobec, Annie D’Souza, and Nikki Fox, leaders of The Restaurant Project, as Guest Coaches in The Walk-In: a 6 month group coaching program to become the leader you’ve always needed in this industry. 

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

Members of the Spring / Summer cohort of The Walk-In, which kicked off in February of 2025, will benefit from a full week of coaching support from The Restaurant Project during the program, giving our members a place to ask their burning questions related to the ever changing landscape of content marketing. (If that sounds warm to you, you can sign up for the waitlist for fall 2025 enrollment here). 

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.

This article is for anyone who’s feeling burned out by content marketing (or who is shying away from it entirely for fear of burning out) and embrace an impactful, sustainable system for creating content that really works.

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

Alison & Kimberly

Why Your Restaurant Needs a Content Strategy—Not Just Content

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 restaurant content strategy helps you get unstuck from the trap of “more” and into the mindset of “why.” 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.

In this article, we'll cover:

• What a restaurant content strategy is
• How a restaurant content strategy can help grow your business
• How to create a content strategy that makes marketing simpler for you
• Tips for creating an impactful content strategy

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.

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.

How a Restaurant Content Strategy Can Help

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. You’ll 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. 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. You’ll 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. You’ll show up consistently on-brand, no matter what you’re talking about or where.

In the crowded restaurant industry, consistency is everything. 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. You’ll engage and 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. You’ll 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, but taking a moment to slow down and strategize is never a waste of time. 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

Photo courtesy of The Restaurant Project