Gone are the days when TikTok was seen solely as a platform for viral dance videos. This social network has become one of the most powerful tools for promoting a restaurant, attracting new customers, and boosting sales. You don't need to be an expert in video editing to take advantage of it. With a smartphone, a little consistency, and a few best practices, you can quickly improve your local visibility. Turn your dishes and behind-the-scenes footage into videos that attract customers!
Unlike Instagram, TikTok allows an account with zero followers to reach thousands of people thanks to its algorithm based on interest rather than community. A simple video of a signature dish can go viral overnight. A real boon for restaurateurs!Â
Do you offer street food, colorful bowls, generous burgers, or pastries that make people react? TikTok loves food content, especially content that triggers an emotion: hunger, curiosity, surprise, or satisfaction.Â
TikTok users are always on the lookout for new places to eat, and the hashtag #FoodTok, which has been viewed billions of times, is proof of this. The platform's short formats are perfect for showcasing culinary techniques, quick recipes, dripping sauces, and melt-in-the-mouth desserts—all content that naturally catches the eye and makes your mouth water.
If you're a restaurant owner, you probably see it every day: your customers take out their phones before they even start eating. TikTok is just extending this reflex.
The benefits of using TikTok are very tangible:
TikTok isn't just a tool for visibility; it helps you fill your venue and attract new local customers.
👉 To go further: 9 ideas for communication and marketing for your restaurant
‍
Before filming, always ask yourself: "What do I want to achieve?"
Your objective will influence your choices: types of videos, CTAs, frequency, hashtags, etc.Â
Each type of restaurant has its own TikTok codes:
Your daily life is already full of perfect scenes for TikTok: just think about it, film it, and post it.Â
There's no need to post three times a day. Two to three videos a week are enough if you're consistent and your editorial line is good. The latter could include:
In catering, authenticity works better than perfection.
To inspire you, here are a few video formats that work particularly well in restaurants and quickly capture customers' attention:
If your dish elicits a "wow," don't hesitate to film it.
On TikTok, everything happens at the beginning, in the first few seconds. So start your video with an intriguing scene:
The best videos are often the simplest ones:
Make sure your phone is clean and stable, and don't be afraid to film the same scene several times.
On TikTok, the "For You" (or For You Page, abbreviated FYP) is the home page where the algorithm suggests videos to each user, even if they don't follow your account. Being featured on this page is the key to reaching a much wider audience than your followers and potentially going viral.
To boost the algorithm:
👉 To go further: Personalized marketing: what are the challenges for your restaurant?Â
If you spot a trend on social media that matches an ingredient or dish on your menu, don't hesitate to jump on it. For example, if you offer tiramisu, you can take advantage of the trend around mascarpone, or if you serve smash burgers, participate in the famous "smash challenge." This will help you reach a wider audience and increase your chances of appearing on For You.
Creators with 5,000 to 20,000 followers work very well for restaurants because their audience is local, engaged, and responsive. An invitation, a free meal, or filming in your kitchen is often enough to create an effective collaboration.
For $10 or $20, you can boost a video that is already performing well and target:
It is a simple and cost-effective lever.
On TikTok, don't just look at views. Consider the following metrics :
To maximize your impact on TikTok, avoid these common mistakes:
These may limit the effectiveness of your presence on the platform.
👉 To go further: 2026 marketing calendar: recurring events in the restaurant industry
With a smartphone, a little consistency, and best practices in mind, you can transform your daily life into engaging content and reach hundreds, even thousands, of people in your city. All of these people are potential customers who could come discover your restaurant and boost your sales. So get started: film your dishes, behind-the-scenes moments, your teams, and your highlights, and watch your local visibility take off.
-
Want to save time and boost your sales? Innovorder's experts will help you optimize your restaurant management and simplify all your operations.
