Why Every Restaurant Should Be on TikTok: 20 Key Reasons to Leverage the Platform
TikTok has emerged as a game-changer in the world of social media, and with over a billion active users worldwide, it’s no surprise that restaurants are increasingly using the platform to boost their brand visibility, engage with new customers, and drive sales. If you’re a restaurant owner or marketer looking to stand out in a competitive market, TikTok should be an essential part of your digital marketing strategy. In this post, we’ll dive into 20 compelling reasons why every restaurant should embrace TikTok.
1. Boost Your Brand Awareness
TikTok offers restaurants an unmatched opportunity to showcase their brand in a fun and engaging way. Whether it’s through showcasing signature dishes, highlighting the atmosphere, or creating shareable moments, TikTok videos help increase brand visibility and attract new customers.
Case Study: Chipotle
Chipotle used the #ChipotleLidFlip challenge to generate over 230 million views and create massive buzz around their brand. This simple but effective TikTok campaign showed the power of creative content in elevating brand awareness.
2. Connect with Younger Audiences
TikTok’s primary demographic consists of young people aged 16-24. This is the perfect age group for restaurants to engage with as they love discovering new trends, sharing content, and exploring exciting dining options.
Case Study: Olive Garden
Olive Garden used TikTok to appeal to a younger demographic by posting lighthearted and humorous content. This approach resulted in greater engagement and helped the brand connect with an audience that might not have otherwise considered their restaurant.
3. Showcase Your Menu Items Creatively
TikTok is all about creativity, making it the perfect platform for restaurants to showcase their menu in innovative ways. With engaging visuals and storytelling, restaurants can creatively present their dishes to captivate potential customers.
Case Study: Starbucks
Starbucks has successfully used TikTok to promote seasonal items, like the Pumpkin Spice Latte, creating visually engaging videos that entice viewers to visit their locations.
4. Encourage User-Generated Content
TikTok thrives on viral trends, and restaurants can leverage this by encouraging their customers to create content for them. User-generated content helps create a community around your restaurant while organically expanding your reach.
Case Study: Dunkin’
Dunkin’ launched the #DunkinLattes challenge, which encouraged users to show off their latte art, resulting in thousands of TikTok videos and millions of views. This type of engagement creates excitement and increases brand loyalty.
5. Increase Foot Traffic
TikTok has the power to drive people straight to your restaurant. By posting videos showcasing your location, ambiance, or a special offer, you can generate curiosity and encourage potential customers to visit.
Case Study: The Halal Guys
When The Halal Guys opened a new location in Los Angeles, they posted TikTok videos to promote the event, resulting in long lines and a successful launch. TikTok can generate excitement for new openings and boost foot traffic.
6. Build a Loyal Community
By consistently posting engaging content, you can build a loyal following on TikTok. Respond to comments, repost user-generated content, and keep engaging with your audience to cultivate a strong community of fans.
Case Study: Chili’s
Chili’s built a loyal TikTok community by posting fun, behind-the-scenes videos, engaging with their followers, and reposting fan content. This helped strengthen their relationship with customers and created a sense of belonging.
7. Showcase Your Sustainability Efforts
TikTok is a great platform for restaurants to highlight their sustainability initiatives. Whether it’s eco-friendly packaging, local sourcing, or waste-reduction practices, TikTok helps showcase your commitment to the environment and attracts eco-conscious diners.
Case Study: Sweetgreen
Sweetgreen used TikTok to feature its sustainability practices, including sourcing locally and reducing food waste, which resonated with their environmentally conscious audience.
8. Share Educational Content
Restaurants can use TikTok to educate their audience. From cooking tips to ingredient breakdowns and kitchen tours, educational content helps establish your restaurant as an expert in the culinary world.
Case Study: Bon Appétit
Bon Appétit leverages TikTok to share educational and entertaining cooking tutorials, helping build a strong connection with food lovers who value learning from the pros.
9. Collaborate with Influencers
Influencer marketing on TikTok is incredibly effective. By partnering with influencers, you can tap into their large followings and promote your restaurant to a broader audience. Influencers can authentically showcase your food, atmosphere, and brand in creative ways.
Case Study: Red Lobster
Red Lobster collaborated with influencer Tabitha Brown to promote their Crabfest menu. The partnership reached millions of viewers, creating buzz and driving traffic to Red Lobster locations.
10. Entertain Your Audience
TikTok is built around entertainment, so why not have fun with it? Restaurants can create humorous and entertaining videos that engage viewers and make them associate your brand with positive experiences.
Case Study: Dunkin’
Dunkin’ has found success by posting humorous and quirky content, like their donut stencil art challenge. This light-hearted approach has created viral moments and increased brand recognition.
11. Highlight Unique Menu Items
Use TikTok to highlight your restaurant’s signature or unique dishes. Whether it’s a one-of-a-kind dessert or a specialty drink, TikTok’s visual appeal helps these items stand out and capture viewers’ attention.
Case Study: The Cheesecake Factory
The Cheesecake Factory showcased their unique “Funfetti” cheesecake on TikTok, garnering millions of views and sparking interest in the new item.
12. Promote Your Restaurant Culture
TikTok is an excellent platform for showing off the culture and personality of your restaurant. Highlighting your staff, values, and atmosphere can create a relatable and inviting image that resonates with viewers.
Case Study: Cracker Barrel
Cracker Barrel used TikTok to promote their home-style cooking and Southern hospitality, giving customers a glimpse of what to expect when they visit. This humanized the brand and made it more relatable to potential customers.
13. Drive Sales with Limited-Time Offers
Promote limited-time offers (LTOs) through TikTok videos to create urgency and excitement. TikTok’s viral potential helps drive traffic and encourages viewers to act quickly to take advantage of the offer.
Case Study: McDonald’s
McDonald’s used TikTok to promote the limited-edition “Travis Scott Meal,” resulting in massive sales and viral buzz around the campaign.
14. Collaborate with Influencers for Promotions
Partnering with influencers for special promotions is a great way to get the word out on TikTok. Influencers can help spread your offer or event, increasing your restaurant’s exposure.
Case Study: Chipotle
Chipotle worked with influencer David Dobrik to promote their delivery service. His fun and engaging TikToks helped increase orders and create excitement around Chipotle’s offerings.
15. Create Buzz for New Openings or Locations
When opening a new location, TikTok can help build anticipation and generate excitement. Teaser videos and behind-the-scenes footage can get people talking about your new restaurant long before it opens its doors.
Case Study: Shake Shack
Shake Shack used TikTok to promote a special collaboration with Other Half Brewing, generating buzz for their new beer and burger pairing, which helped draw large crowds to their locations.
16. Leverage TikTok’s Viral Challenges
TikTok is known for its viral challenges. Restaurant owners can create their own branded challenges to engage with users, encourage participation, and boost visibility.
17. Boost Customer Reviews and Trust
Sharing positive customer reviews on TikTok can help build social proof and trust with potential customers. Seeing others rave about your food and service can encourage new customers to give your restaurant a try.
Case Study: Starbucks
Starbucks shares customer feedback and moments on TikTok, showcasing satisfied customers enjoying their drinks and meals. This kind of social proof builds credibility and trust.
18. Encourage Engagement with Interactive Content
TikTok’s interactive features, such as polls, Q&A sessions, and challenges, help restaurants engage directly with their audience. This fosters a deeper connection and encourages more interaction.
19. Reach Global Audiences
With TikTok’s global reach, restaurants can expand their brand awareness beyond local markets. If you have a unique concept, TikTok helps you tap into an international audience of food lovers.
20. Stand Out in a Competitive Market
With so many dining options available, it’s crucial to stand out. TikTok offers a platform for restaurants to be creative and differentiate themselves from the competition, making it easier for potential customers to discover you.
Ready to Boost Your Restaurant’s Presence on TikTok?
At Ikonik Digital, we specialize in social media management and digital marketing strategies tailored to help restaurants thrive in the online world. If you’re ready to take your TikTok presence to the next level, don’t hesitate to reach out to us at [email protected]. We’ll help you create a personalized TikTok strategy that boosts engagement, increases foot traffic, and drives sales. Let’s get started today!
Glenford Scott is the Founder & Director of Ikonik Digital, a performance-driven marketing agency helping brands scale with strategy, storytelling, and smart execution.
With years of experience driving results across industries, from hospitality to education — Glenford specializes in turning clicks into customers and ideas into revenue.
