You know you need to post on your restaurant’s socials. You probably even have an idea of what to post. For restaurants, this is easy: behind-the-scenes videos of your back of house and front of house, incredible photos of your food, daily or weekly specials, events, etc. Some of you might even be sharing recipes or community partnerships.
But when you’re also doing all the other things that restaurant ownership demands, how do you remain consistent over your socials, like Instagram, TikTok, and Facebook?
You need a clear plan, and that means creating a social media content calendar for your restaurant. This guide breaks down how to build a system that works, plus plug-and-play content ideas and templates for each platform.
Content Tips + Content Types That Work for Restaurants
Not all content performs the same, and not every post needs to be a glossy, perfectly styled dish shot. In fact, the more you mix formats, the faster your audience grows, because a balanced mix keeps people interested and shows authenticity.
Reels and TikTok Videos for Restaurants
Short-form video is the strongest discovery engine for restaurants right now. Focus on energy and fast moments. Show the chop, the sear, the pour, the torch, the plating. Let sound carry emotion: sizzling pans, ice hitting a shaker, laughter on the line. Motion and rhythm always win.
Pro tip: Film vertically. Use natural kitchen sound, and you can add music later.
What works well for restaurant reels and TikTok videos:
- Quick plating clips
- Cooking sequences
- Bartender creations
- “What we’re prepping today” walkthroughs
- Chef voiceover explaining a dish or ingredient
Photos and Carousel Posts
Photos matter, especially for restaurants. You want people to view your photo content and think, I want to eat that. Mix tight detail shots like that glossy sauce or flaky pastry with wide shots showing table spreads, cocktails on the bar, or a busy dining room.
Pro tip: Natural light is your friend. If you shoot on a phone, tap to focus and pull exposure down slightly for richer colors.
What works well for restaurant photos and carousel posts:
- Seasonal ingredients
- New dishes
- Dessert shots
- Beautiful cocktails
- “From raw to plated” step sequences (carousel format)
Instagram Stories
Stories are where you invite people behind the curtain. They don’t need polish. Let guests feel your daily rhythm, like deliveries coming in, pasta dough stretching, brunch pans flying, and that post-service toast with the team.
What works well for restaurant Instagram stories:
- Behind-the-scenes snippets throughout the day
- Real-time specials
- Team introductions and personal moments
- Questions (“What dessert should we test next?”)
- Polls (“white sauce or red?”)
Long-Form / Article-Style Captions
People love stories. For example, you might write about why a dish exists, who your farmer is, what your chef learned in Italy, how your pastry chef fell in love with French buttercream, etc.
These posts build the soul of your brand. Use them strategically, once per week or so, as anchors in your feed.
What works well for restaurant long-form captions:
- Chef notes
- Dish origin stories
- Vendor spotlights
- Sustainable/ethical sourcing stories
- Restaurant milestones
- Guest stories or testimonials
Restaurant Content Calendar Examples
Use these to help you create a social media plan. You can create these in a table in a doc, in a spreadsheet, on paper and pen, or even in a social media scheduling app.
Monthly Content Calendar Template
Month: _________
| Week | Theme Focus | Key Posts Planned | Filming Days | Notes |
| Week 1 | Dishes | |||
| Week 2 | Drinks | |||
| Week 3 | Behind the Scenes | |||
| Week 4 | Team |
Other themes: community, education, lifestyle
Weekly Posting Blueprint
Week of: _________
Anchor Posts
- Hero dish or drink: __________________
- Behind-the-scenes: __________________
- Team moment: __________________
- Fun / lifestyle: __________________
- Weekend hype: __________________
Stories to capture this week
- Kitchen prep
- Service energy
- Specials
- Staff personality moments
- Guest interactions
Reminders
- Film 3 short clips each day (5–10 seconds each)
- Save all footage to a content folder
- Share at least one story daily (low-effort is okay)
Restaurant Social Media Caption Formulas
Dish storytelling:
We’ve been waiting to share this one! __________ inspired this dish, and we wanted it to taste like __________. We source our __________ from __________, and the flavor hits that perfect balance of __________ and __________. It’s warm, comforting, and exactly what you want right now.
Behind-the-scenes:
Before service starts, magic is happening in our kitchen! __________ is prepping __________, the team is dialing in flavors, and the room is humming with focus. Here’s a peek at what it looks like before your plate hits the table.
Team spotlight:
Meet __________! They’re the reason your __________ tastes delectable. When they’re not in the kitchen/bar, you’ll find them __________. Say hi next time you come in, they’ll probably recommend __________.
Daily Content Capture Checklist for Restaurants
Print for your restaurant’s kitchen and/or office.
Every Day
- One video of cooking or plating
- One ingredient or prep moment
- One dining room or bar clip
- One team moment
- One story: “What’s happening right now?”
Bonus Moments
- Delivery arriving
- Bread coming out of the oven
- Staff tasting / reacting
- Cocktail pours / espresso shots
- Dessert finishing touches
Store everything in a shared folder titled: Content / Month / Day
TikTok / Reels Hook Ideas
- “Watch us build our most-ordered dish…”
- “A day in the kitchen before we open doors…”
- “Behind the scenes of service — chaotic version.”
- “This dessert should be illegal…”
- “POV: you work in this kitchen.”
- “Our chef refuses to take this off the menu and here’s why…”
Monthly Theme Starter List
To get rolling, give each month a flavor:
- New dish month
- Cocktail focus month
- “Meet the Makers” (vendors + staff)
- Comfort food season
- Chef’s favorites month
- Guest Appreciation Month
- Education month (technique, tips, ingredients)
Remember to also include your social media plugin on your website! Sometimes that’s where people will first find you. Need help with that, or getting your restaurant’s website up-to-date and searchable? Reach out to our team for a quick consultation!
