Restaurant Social Media Marketing: UK Guide for 2025

You've just finished a 12-hour shift, your feet are killing you, and now you're supposed to create Instagram content? If you're a UK restaurant owner, finding time for restaurant social media marketing feels impossible. Yet your competitors post daily and their tables stay full.

Here's the reality: with 56.2 million social media users in the UK spending nearly two hours daily across platforms, your customers are scrolling right now. The good news? You don't need a marketing degree—you need a system.

What You'll Learn

• How to market your restaurant effectively on social media (even with zero spare time)
• Three proven frameworks: the 5-5-5, 30-30-30, and 70/20/10 rules
• Platform-specific tactics for Instagram, Facebook, and TikTok
• Budget allocation strategies that won't break the bank
• How to measure what actually drives bookings

How to Market a Restaurant on Social Media

Now that you understand why this matters, let's cover how to actually do it. This is where restaurant social media marketing becomes practical.

If you're thinking "I've tried posting and nothing happened," you're not alone. Most owners post randomly, get zero engagement, and quit within a month. The difference? Strategy, not talent.

Start by choosing the right platforms. Not every platform deserves your time.

Where your customers actually are:

• Instagram: The visual platform where diners discover new restaurants—especially for brunch spots and aesthetically-focused venues
• Facebook: Often strongest for building community and targeting local customers over 35
• TikTok: UK users spend significantly more time on TikTok compared to many markets—one viral video can pack your restaurant for weeks

Reply fast. When someone comments or messages you, reply within hours. Diners will pick a rival if you ignore them. A simple "Thanks! We'd love to have you in" beats silence.

Don't post the same content across every platform because each has a different culture. Restaurants often lose followers when their TikTok feels like a reposted Instagram. A quick reel works on Instagram; TikTok wants raw, unpolished energy.

Content that converts:

• High-quality food photography (your phone is fine—good lighting isn't)
• Behind-the-scenes kitchen moments
• Customer testimonials and tagged photos
• Short video clips of dishes being prepared

For example, a small Italian restaurant in Leeds posts three times weekly. Monday features a fresh pasta video. Wednesday shows the chef at the market. Friday promotes weekend specials. Simple and consistent—their tables fill up by Saturday.

What Is the 5-5-5 Rule for Social Media?

With the platform basics covered, let's dive into your first content framework.

The 5-5-5 rule is a content framework where restaurants post 5 educational, 5 entertaining, and 5 promotional pieces across every 15 posts. This creates a balanced mix that keeps followers engaged without overwhelming them with sales content.

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