If you’re looking for the best restaurant social media campaigns to gain inspiration from, you’ve come to the right place.

Social media is a powerful marketing tool that can easily attract numerous customers to your restaurant. However, getting social media marketing right isn’t easy. There isn’t a single strategy that works for all restaurants.

Understanding what has worked for others and what you can learn from it is a great place to start. This guide will focus on this topic.

We’ll cover:

• 4 of the best restaurant social media campaigns from 2024/2025.
• How to better your chances of going viral.

Let’s dive in and look at the best restaurant social media campaigns in 2024/2025.

The best restaurant social media campaigns from 2024/2025

Your potential customers are on social media. According to research, 72% of customers use social media to discover new restaurants. Social media platforms like Instagram and TikTok (plus Facebook and X (Twitter) to a lesser extent) help customers decide where their next dining experience will be.

At the basic level, a great social media strategy will help you, as a restaurant owner, grow your customer base. This will increase traffic to other channels of your online presence, such as your website, and even increase footfall to your physical restaurant. 

A winning social media strategy is crucial to your restaurant’s success. But how do you create and implement one? To help you level up your social media marketing strategy, we will look at other restaurants that have mastered this. 

Not necessarily copying them but learning from them. We’ll walk you through some of the best social media campaigns restaurants have put together in the past few years, why they work, and what you might learn from them.

1. Chili’s TikTok cheese pull

Cheese pulls started picking up as a trend in the fall of 2024. Despite being first added to the menu in mid-2022, Chili’s fried Mozzarella sticks became an overnight sensation.

Customers would visit Chili’s and record themselves eating this appetizer while pulling the cheese as long as they could. The longer the cheese pulls, the more viral the video. 

Customers who lived far away from Chili’s would drive for hours just to take part in this challenge. And when micro and nano influencers joined this, Chili’s blew up on TikTok. 

So how did Chili’s handle this newfound fame, and why did it work out for them?

How Chili’s pulled it off (no pun intended)

First of all, Chili’s fried Mozzarella sticks are part of their Triple Dipper appetizer, which also contains cheeseburger sliders, chicken tenders, wings, etc. Once Chili’s realized that the Triple Dipper was going viral on TikTok, they knew they had to run with it and make the most out of it.

Chili’s launched a social media marketing campaign to capitalize on the viral cheese pulls of their fried Mozzarella sticks.

Collaborations with influencers

To make their fried Mozzarella sticks even more popular, Chili’s collaborated with popular mukbang influencers such as Jellybean Sweets. This made Triple Dipper videos even more popular.

Comedic and holiday-themed videos, and merch

Chili’s cheese pulls went viral just before the Christmas holidays, making it the ideal time to make and post holiday-themed videos. So, to drive customer engagement, Chili’s made comedic and holiday-themed videos centered around cheese pulls.

New menu items

Chili’s wanted to keep this trend going. So, the culinary team got together and came up with two new secret menu items:

• Nashville Hot Mozz – This became so popular and is now permanently part of the menu.
• Honey Chipotle Mozz.

It’s no secret that Chili’s Cheese pulls and how they handled them were key to their success in 2024. According to Chili, these videos have raked up over 200 million views on TikTok and are responsible for 11% of their business. 

What we can learn from Chili’s TikTok cheese pulls

Going viral is great for business. But once you do, you have to ‘fan the flames’ to make the most out of this opportunity. One of the ways to do this is by creating variations of the dish that go viral. For example, Chili’s created the Nashville and Honey Chipotle versions of the fried Mozzarella sticks.

User-generated content is what drives trends forward. People perceive user-generated content as more authentic and relatable than what you, as a brand, post about your restaurant. This is probably why collaborating with influencers is a great way to extend the lifespan of what made you go viral.

How can you replicate something similar in your restaurant?

Embracing trends can be an important component of your social media strategy. Given that trends pop up on social media daily, it is best to stay on top of them at all times. You can do this by following the hashtags on TikTok or Instagram related to what you sell in your restaurant. 

Alternatively, a simple Google search will inform you of what’s viral on these platforms. Once you find a trend you can jump on, see how you can adjust your menu items to suit it. If necessary, create a new dish and promote it on social media under the same hashtag.

You’ll also need to be proactive on social media. Monitor mentions and respond to comments and questions when you can. Ensure that you appreciate the accounts that post user-generated content on your trend.

Bunsik: An example of running with the cheese pull trend

Bunsik, a Korean street food restaurant, is a great example of a restaurant that has successfully run with the cheese pull trend. Their potato-mozzarella corn dogs feature an elastic cheese similar to Chili’s. Customers have been able to complete cheese pull trends at Bunsik and post these reels.

2. Wendy’s social media sass

Wendy’s has created a unique social media persona known for its sass and playful customer engagement. Its social media management team is constantly dishing out sassy comebacks to unsatisfied customers and competitors (such as McDonald’s, Taco Bell, etc.) – all without being rude or condescending. 

Its responses are so witty and well-thought-out that customers can’t help but engage with them. This started around 2017 when its social media team sassily responded to a customer comparing them with McDonald’s. This comeback was well received and Wendy’s hasn’t looked back since.

Its approach clearly works, as it has gained about 3.7 million followers on X (formerly Twitter), rivaling McDonald’s, a much larger brand.

this guy https://t.co/xxZBcibWsv pic.twitter.com/YwNEDcYzgH

— Wendy’s (@Wendys) October 11, 2024

Why Wendy’s social media strategy works and what we can learn from it

Wendy’s social media strategy works because it stands out. In a world where most fast food brands play it safe (occasionally taking subtle digs at competitors), Wendy’s isn’t afraid to step out of the box.

They’re not afraid to roast competitors and engage in playful banter with their customers, which is refreshing. Customers appreciate this because it’s nothing like the robotic responses they get from other brands.

That’s cute.

We’ve got free fries every Friday in the app. All year long. https://t.co/GR7i3FiaB4

— Wendy’s (@Wendys) July 12, 2024

So, to do something similar, you’ll have to start thinking outside the box. This way, you can stand out from the competition. Apart from uniqueness, here are other reasons why this strategy has worked for them.

Wendy’s social media posts relate to their target audience

They don’t roast just for roasting’s sake all the time. Sometimes, their roasts address issues concerning other brands that customers often complain about. This makes them relatable. 

For example, roasting McDonalds about the frozen meat in their burgers – an issue customers often raise.

I scream. You scream. We all scream for working ice cream machines. pic.twitter.com/8cAJRNFGKS

— Wendy’s (@Wendys) September 26, 2024

This is why their approach is often referred to as strategic sass. They target the Millennial and Gen Z demographic. This is pretty smart of them, considering that Gen Zs alone have $140 billion in spending power in the US alone.

Consistency across all social media platforms

If you go to Wendy’s Instagram, you’ll meet the same SaaS you see on X (Although their LinkedIn is mainly for announcements). This means Wendy’s is committed to their sassy online persona. This speaks volumes to the importance of staying consistent with your strategy across your social media accounts.

Finally, their posts aren’t simply out of the blue. They leverage current trends using memes, GIFs, etc., in their posts so they don’t sound out of touch.

With that in mind, what are some things you can do that would work similarly?

Social media strategies that could work similar to Wendy’s

Roasting McDonald’s and the other big brands will likely get you nowhere because you aren’t as big of a brand as Wendy’s. Doing this could make you sound like a copycat. So what can you do?

Find your own persona

The only way to replicate something similar to Wendy’s is to have your own persona. It doesn’t have to be built on snarky comebacks like Wendy’s, but you should find what works for you. What you should learn from Wendy’s is that you shouldn’t be afraid to step out.

Connect with a community

You can take Domino’s Pizza UK as an example. They regularly engage in banter with the UK’s football (soccer) fans. Their persona has assumed the identity of someone who cares about something UK residents love. It would be easier to engage with a community you’re connected to.

3. Noodles & Company: Visual appeal and customer engagement 

Noodles & Company’s social media marketing campaigns are multifaceted. But one thing stands out: how much they want to showcase the visual appeal of their dishes.

Their socials are riddled with numerous high-quality images and videos of their popular dishes, including:

• Crispy chicken bacon alfredo.
• Chipotle chicken cavatappi.
• Lemon garlic shrimp.

Noodles & Company know that their food looks great on a plate. So they make the most of it and promote plated food as much as possible on Instagram and TikTok. 

Oops…we did something delicious!

Grab our new Chocolate Peppermint Crispy – available now through Sunday during CrispiDays. ❄️ pic.twitter.com/Tuyu6eXF0E

— Noodles & Company (@noodlescompany) December 16, 2024

To keep it exciting, they do it differently all the time. Sometimes, they do solo videos, combining plated food and their restaurant’s ambiance to whet their customers’ appetites. Other times, they collaborate with influencers to expand their reach.

To top it up, they post content on social that invites customers to engage, usually in the comments section.

Why Noodles & Company’s strategy works and what you could learn from it

Noodles & Company sells colorful food that is very photogenic. They’ve doubled down on how attractive their food looks in photos by taking high-quality photos and videos and posting them for customers to see on social media.

According to research, food photos can boost a restaurant’s engagement rate by up to 60%. As such, Noodles & Company’s high-quality food photos work well in their favor.

So, if you sell colorful food such as pizza or cavatappi, posting great-looking photos can boost customer engagement.

Noodles & Company posts engaging content

Noodles & Company regularly encourages customers to engage in the comments section without directly asking them to do so. They do this by posting videos or images with open-ended questions.

Lunch is a bonding exercise. 🫶 pic.twitter.com/vaGpP1cvSm

— Noodles & Company (@noodlescompany) November 14, 2024

How can you leverage Noodle’s & Company’s social media strategy for yourself?

If you sell colorful food such as pizza, then Noodle & Company’s strategy would be perfect for you. Just focus on restaurant food photography and let your food’s photos and videos sell your restaurant business on social media.

Invest in better restaurant food photography and post on social media

Improving food photography helps you show off the best aspects of your dishes and make them mouth-watering to your customers. Getting great shots of your food should be as easy as aiming your camera and capturing the photo, right?  Well, unfortunately, it isn’t. 

It requires a lot more input than that. So here are some tips to get you going:

• Use natural light as much as possible (especially in direct sunlight).
• Adjust your camera’s settings.
• Style your food to improve its presentation.
• Take multiple photos from different angles.

This is a simple, takeaway-focused summary of the steps you’ll need to take. Our Restaurant Food Photography guide provides more details. 

After capturing your food’s photos and videos, post them on all of your social channels, including TikTok, Instagram stories, Facebook pages, etc.

4. Urban Tandoor’s comedy videos

Urban Tandoor is drawing new customers to its premises due to its unique, comedic viral videos on social media.

Urban Tandoor makes lighthearted comedic videos, which are usually:

• Parodies of popular songs – for example, they made a parody of the popular ‘Barbie Girl’ song and called theirs ‘Bhaji Girl.’ Bhaji is one of the dishes they sell. 
• Original songs.
• Their versions of popular trends.
• Skits.

In the words of its CEO, ‘No talent and minimal planning’ go into creating these videos. They simply put on costumes and film. Despite that, their videos are very well received, and they receive comments such as ‘I hope your curry is as good as your videos.’

Customers find their videos hilarious, and some drive for hours just to dine at Urban Tandoor. Their strategy became so popular that it attracted the attention of the New York Times. 

What started as a way to spread happiness and laughter during the COVID-19 pandemic has become a big part of their identity. Now, they post these videos on Instagram and TikTok almost every day.

Why Urban Tandoor’s videos work and what you can learn from them

There are several reasons why Urban Tandoor’s strategy works so well. These include:

They make use of light-hearted humor

Urban Tandoor’s videos are playful, kind, and not too serious. This type of humor sits well with most people because it is meant to cheer them up. They don’t take the risk of dark or edgy humor, which could offend their customer base.

If you’re planning to make such videos, then this is the safest route to go.

Urban Tandoor’s social media campaigns ride trends

Although not much planning goes into their content, Urban Tandoor likes to stay on top of what’s trending. Once they see a trend that could be useful, they latch onto it and create videos based on it (although sometimes they make random videos).

For instance, they created the ‘Bhaji Girl’ video when the movie ‘Barbie’ was trending. This is a great way to boost engagement.

Authenticity 

Urban Tandoor’s staff who participate in making the videos are genuinely relatable. It’s just a bunch of people enjoying themselves on camera, like friends out during karaoke night. This authenticity is what makes their videos cut through.

How can you implement a strategy similar to Urban Tandoor’s?

Urban Tandoor’s videos are a great example of something being so bad that it’s good. This means you don’t have to spend much time and resources hiring actors to create comedic skits that bring in new customers.

You can use your staff for these videos

Ask the members of your staff who are comfortable with making these types of videos to participate. You can offer incentives such as overtime or shorter hours for those who do to compensate them for their efforts. When they do, ensure you give them the freedom to be themselves in these videos.

Keep the humor safe

Posting risky jokes while running a business is walking down a slippery slope. You could easily make a bad joke that alienates your customer base. So, it is best to keep it safe with light-hearted humor.

So that’s 4 of the best social media campaigns you can gain inspiration from. Most of them have one thing in common: one or more of their posts went viral, which garnered them the following they currently have. 

Now, is this something you can control? Let’s find out.

Is going viral something you can control?

Going viral or having a social media campaign do well may not be 100% down to you.

Here’s why:

• Social media algorithms are complex. Complex algorithms determine which content users see on social media. Even with great content, if the algorithm doesn’t favor it, your reach will be limited.
• Trends are fickle. Viral trends come and go quickly. What is hot today might be forgotten tomorrow.
• User behavior is unpredictable. You can’t control how users interact with your content. Will they like it? Share it? Ignore it? User engagement is a significant factor in how far your content spreads, and it’s not always predictable.

It is important to note that many food businesses that go viral do so because of an influencer. If you want to up your chances of that happening, making your restaurant a place that encourages influencers to visit works.

How to encourage influencers to visit your restaurant?

Influencers are a key part of social media marketing. You have to work with them to better your chances of successful social media campaigns. Here’s what you’ll need to do to encourage influencers to visit your restaurant and work with them.

Make your restaurant instagrammable

Making your restaurant ‘Instagrammable’ means enhancing its appearance to create an appealing backdrop for photos. You can do this through stunning decor, including unique lighting, furniture, and artwork on the walls.

Create exclusive experiences

You can host local events or exclusive dinners for influencers and their friends. Everyone craves exclusivity, and they will likely show up and post about it. You can also host behind-the-scenes tours to get them to experience the heart of your restaurant.

Create a welcoming atmosphere for influencers

If influencers show up at your restaurant, acknowledge them and offer them a warm welcome. Ensure your staff provides excellent customer service. You could also go the extra mile and offer them a free meal. 

Even if your restaurant business doesn’t go viral, having influencers in it will boost its brand awareness. But if you do go viral, it’s important to understand that it can be quite taxing. It comes with an added pressure to deliver substance after the hype you get on social media.

Learn from the best restaurant social media campaigns

Your social media presence can bring in numerous customers if you get your social media campaigns right. But we know getting it right isn’t easy or necessarily down to you.

In this guide, we’ve covered 4 of the best restaurant social media campaigns you can gain inspiration from. When crafting your next social media campaign, refer to this guide to see what worked for others, why it did, and how you can implement similar strategies.

We also covered how going viral isn’t up to you. But you can improve your chances by making your restaurant a destination for influencers. They will bring in the views you need to boost brand awareness. In the best-case scenario, your restaurant will go viral and be swamped with customers.