How Restaurants Can Use Influencers the Right Way

Influencer marketing has become a powerful tool for restaurants to build brand awareness, engage new audiences, and drive foot traffic. With the rise of social media, influencers are often the bridge between businesses and their customers, offering access to a wider, more targeted audience. However, not all influencer partnerships are created equal. By using influencers strategically, restaurants can boost visibility, attract local diners, and strengthen their online presence.

1. Choose the Right Influencers

The right influencer is essential for a successful influencer campaign. Choosing someone who aligns with your brand’s values and resonates with your audience is crucial.

• Local Food Bloggers and Social Media Personalities: Local influencers who specialize in food, dining experiences, and lifestyle content are more likely to engage the specific community you are targeting. They already have a built-in audience who trusts their opinions on where to eat and what to try.
• Engagement Over Follower Count: Rather than focusing purely on the influencer's follower count, pay attention to engagement metrics. High engagement (likes, comments, shares) is often a better indicator of an influencer’s influence than a large but passive following. The quality of their audience’s interaction with their content matters more than sheer numbers.
• Audience Resonance: Ensure the influencer’s audience aligns with your restaurant’s demographic. For example, if you run a fine-dining restaurant, partnering with influencers known for casual dining or fast food content might not be the best fit. Look for influencers whose followers are most likely to appreciate and engage with your restaurant’s offerings.

Related Insight: The Restaurant Marketing Funnel: How Your Website Brings Diners to Your Door

Related Reference: HubSpot – Guide to Restaurant Influencer Marketing

2. Highlight Your Website and Online Presence

While influencer marketing works well on social platforms, your website should always be the focal point of conversions. Influencers should help direct their followers to your site where they can take action, like making a reservation or placing an online order.

• Promote Online Ordering and Reservations: If you're offering online ordering or reservations, make sure the influencer directs their followers to these services on your website. Whether you’re promoting takeout, delivery, or dine-in reservations, make it easy for them to make a reservation or order directly from your website.
• Incorporate QR Codes for Quick Access: QR codes are an excellent tool to quickly guide followers to your menu or online order system. The influencer can include QR codes in their posts, videos, or even physical promotional materials, allowing followers to scan and visit your website instantly.
• Encourage Sign-Ups for Newsletters and Loyalty Programs: Influencers are in a great position to drive conversions, so make sure to offer value. Encourage them to promote your newsletter or loyalty program where followers can receive exclusive offers, discounts, or early access to events. This helps build a direct relationship with customers, bypassing third-party apps and platforms.

Related Resource: Cut the Middleman: Future-Proof Your Restaurant With Direct Website Inquiries

3. Offer Authentic Experiences

In the age of social media, authenticity is king. Influencers and their audiences prefer honest, unscripted content over heavily edited or promotional material.

• Invite Influencers for Tastings or Behind-the-Scenes Tours: Rather than simply asking influencers to post about your restaurant, invite them for a personalized experience—whether it’s a tasting menu, a chef’s table, or a behind-the-scenes tour of your kitchen. This experience will feel more authentic, and the influencer will be more inclined to share their genuine thoughts with their audience.
• Encourage Honest Reviews and Stories: Authenticity doesn’t mean being overly polished—it means being real. Allow influencers to share their honest opinions about your restaurant and their experience. The more natural and genuine their content, the more it will resonate with their followers.
• Amplify Their Content: Influencers want to see that their content is valued. Amplify their content by sharing it on your own social media platforms and website. Reposting their stories or posts shows your customers that you value their opinion, while also increasing exposure to their audience.

Related Insight: How One Restaurant Increased Bookings 40% With a New Website

4. Track ROI and Engagement

It’s essential to measure the success of influencer partnerships to determine if they are driving tangible results. This ensures that your marketing spend is paying off and helps you optimize future campaigns.

• Track Website Traffic and Conversions: Use tools like Google Analytics to monitor referral traffic from influencer posts. Track how many website visits, online orders, or reservations are coming from the influencer’s content. This will help you determine if the campaign is generating the desired results.
• Use Unique Promo Codes or Landing Pages: Giving influencers unique promo codes or links helps attribute specific actions to their campaigns. For example, offer a special discount for their followers when they use a promo code, or create a unique landing page that is only promoted through the influencer.
• Monitor Engagement Metrics: Engagement is not just about the number of followers—it's about how much interaction your content is getting. Keep an eye on likes, shares, comments, and even direct messages to gauge how much influence the influencer has on their audience. Track the sentiment of these interactions to ensure the influencer’s campaign aligns with your brand’s voice and values.

Related Resource: The ROI of a Restaurant Website: What Owners Need to Know

Related Reference: Later – Measuring Influencer Marketing ROI

5. Build Long-Term Partnerships

Long-term relationships with influencers can provide sustained results, creating ongoing buzz around your restaurant.

• Regular Collaborations: Instead of running a single influencer campaign, build long-term relationships with influencers. Regular collaborations, such as promoting seasonal menus or special events, keep your restaurant top-of-mind for their followers.
• Seasonal and Menu Launch Campaigns: Long-term influencer relationships allow you to integrate them into seasonal marketing campaigns or menu launches. By creating recurring partnerships, you can increase excitement and anticipation around your restaurant’s offerings.
• Increased Loyalty and Repeat Visits: Long-term partnerships can also help create repeat customers. When influencers continuously recommend your restaurant, their followers will start to trust their endorsements more, leading to increased visits and brand loyalty.

Related Insight: Dining Trends in 2025 Every Restaurant Owner Should Know

Conclusion

When used strategically, influencer marketing can boost your restaurant’s brand, drive traffic, and increase reservations. The key is to partner with the right influencers, leverage your website to convert followers into customers, and track the results to ensure effectiveness. By fostering long-term relationships with influencers, you can create a consistent, authentic, and engaging brand presence that resonates with their audience and keeps your restaurant top-of-mind.

With careful planning and execution, influencer marketing can become a valuable part of your restaurant’s overall marketing strategy—bringing in new diners, retaining loyal customers, and driving business growth.