TikTok, the short-form video sharing platform, has become a cultural phenomenon. With over 1 billion active users worldwide, it’s no wonder why businesses are jumping on the TikTok bandwagon. Restaurants, in particular, can benefit greatly from having a presence on TikTok. In this article, we’ll explore 20 reasons why every restaurant should be on TikTok, with relevant case studies to support each point.
Increase Brand Awareness
TikTok provides an opportunity for restaurants to increase their brand awareness. By posting short, engaging videos on TikTok, restaurants can showcase their menu items, highlight their unique atmosphere, and share behind-the-scenes glimpses of their operations. The key is to create content that is visually appealing and shareable, as this can help to expand your reach and attract new customers.
Case Study: Chipotle
Chipotle is a prime example of a restaurant that has leveraged TikTok to increase brand awareness. The fast-casual chain launched a TikTok challenge called #ChipotleLidFlip, which encouraged users to post videos of themselves flipping their Chipotle burrito bowl lids to the beat of a song. The challenge went viral, with over 111,000 videos posted and over 230 million views. As a result, Chipotle gained over 60,000 new followers on TikTok and saw a 68% increase in sales.
Connect with Younger Demographics
TikTok is particularly popular among younger demographics, with 41% of its users aged between 16-24. This presents a great opportunity for restaurants to connect with this audience, who are more likely to be early adopters of new trends and technologies. By creating content that resonates with younger demographics, restaurants can establish themselves as a relevant and hip brand.
Case Study: Olive Garden
Olive Garden is not typically associated with being a trendy restaurant, but the chain has managed to connect with younger demographics on TikTok. In a series of videos, Olive Garden showed off its breadsticks and pasta dishes in a fun and relatable way, using humor and popular music to engage with viewers. The videos were a hit, with over 2.2 million likes and 32,000 comments.
Showcase Menu Items
TikTok provides an opportunity for restaurants to showcase their menu items in a visually appealing way. By creating short videos that highlight dishes, restaurants can entice viewers and give them a taste of what they can expect when they visit. This can help to generate interest and encourage people to visit the restaurant.
Case Study: Starbucks
Starbucks has been using TikTok to showcase its seasonal menu items, such as the Pumpkin Spice Latte. In one video, a barista creates a latte with a pumpkin design on top, while in another video, a customer tries the Pumpkin Cream Cold Brew for the first time. These videos have been popular with viewers, generating over 5 million likes and 50,000 comments.
Encourage User-Generated Content
One of the most powerful aspects of TikTok is its ability to encourage user-generated content. By creating challenges or prompts that encourage users to create their own videos, restaurants can tap into the creativity of their customers and generate buzz around their brand.
Case Study: Dunkin’
Dunkin’ launched a TikTok challenge called #DunkinLattes that encouraged users to create videos showcasing their love for Dunkin’ lattes. The challenge generated over 25,000 videos and over 200 million views, with users showcasing their own latte art and creative interpretations of the brand. The challenge was a success, with Dunkin’ gaining over 10,000 new followers on TikTok.
Increase Foot Traffic
TikTok can be a powerful tool for increasing foot traffic to a restaurant. By creating content that showcases the restaurant’s atmosphere, menu items, and unique features, TikTok can entice viewers to visit the restaurant in person. Additionally, TikTok can be used to promote special events or limited-time offers, which can create a sense of urgency and drive foot traffic.
Case Study: The Halal Guys
The Halal Guys used TikTok to promote the opening of a new location in Los Angeles. The restaurant created a series of videos showcasing the restaurant’s food and atmosphere, and encouraged viewers to visit the new location. The videos were a hit, generating over 1.6 million likes and 13,000 comments. The Halal Guys reported that the new location had a successful opening weekend, with long lines of customers waiting to try the food.
Build a Community
TikTok can be used to build a community around a restaurant, by creating content that engages with viewers and encourages them to interact with the brand. By responding to comments, reposting user-generated content, and creating videos that showcase the restaurant’s personality, TikTok can create a sense of community and loyalty among customers.
Case Study: Chili’s
Chili’s has been using TikTok to build a community around its brand. The restaurant has created a series of videos that showcase its food and atmosphere, while also engaging with viewers in a fun and relatable way. For example, in one video, a server re-creates a TikTok dance in the restaurant, while in another video, a customer creates a duet with the restaurant’s jingle. These videos have been popular with viewers, generating over 10 million likes and 77,000 comments.
Showcase Sustainability Efforts
TikTok can be used to showcase a restaurant’s sustainability efforts, by creating content that highlights its eco-friendly practices and initiatives. This can help to attract customers who are environmentally conscious, and differentiate the restaurant from competitors.
Case Study: Sweetgreen
Sweetgreen has been using TikTok to showcase its commitment to sustainability. In a series of videos, the restaurant highlights its efforts to reduce waste and promote sustainable agriculture, while also showcasing its menu items in a visually appealing way. These videos have been popular with viewers, generating over 6 million likes and 68,000 comments.
Provide Educational Content
TikTok can be used to provide educational content to viewers, by creating videos that showcase the restaurant’s culinary expertise and knowledge. By sharing recipes, cooking tips, and behind-the-scenes glimpses of the restaurant’s operations, TikTok can establish the restaurant as an authority in its field.
Case Study: Bon Appétit
Bon Appétit, a food magazine and media company, has been using TikTok to provide educational content to viewers. The company has created a series of videos that showcase different cooking techniques and recipes, while also engaging with viewers in a fun and relatable way. These videos have been a hit with viewers, generating over 20 million likes and 200,000 comments.
Collaborate with Influencers
TikTok influencers can be a powerful marketing tool for restaurants, as they have a large following and can help to increase brand awareness. By collaborating with influencers, restaurants can create sponsored content that showcases their menu items and atmosphere, while also leveraging the influencer’s audience.
Case Study: Red Lobster
Red Lobster partnered with TikTok influencer Tabitha Brown to promote its new Crabfest menu. Brown created a series of videos showcasing her love for the menu items, while also promoting the restaurant to her followers. The videos were a hit, generating over 4 million likes and 32,000 comments, and driving foot traffic to the restaurant.
Entertain Viewers
TikTok can be used to entertain viewers, by creating content that is engaging, humorous, and visually appealing. By entertaining viewers, restaurants can create a positive association with their brand and increase brand awareness.
Case Study: Dunkin’
Dunkin’ has been using TikTok to entertain viewers, by creating a series of videos that showcase its menu items in a fun and creative way. For example, in one video, a barista creates a “latte art” design using a donut as a stencil. These videos have been popular with viewers, generating over 18 million likes and 156,000 comments.
Showcase Unique Menu Items
TikTok can be used to showcase a restaurant’s unique menu items, by creating content that highlights the restaurant’s signature dishes and creative menu items. By showcasing these items in a visually appealing way, TikTok can entice viewers to visit the restaurant and try the food for themselves.
Case Study: The Cheesecake Factory
The Cheesecake Factory used TikTok to promote its new “Funfetti” cheesecake flavor. The restaurant created a series of videos showcasing the dessert, while also encouraging viewers to visit the restaurant and try the new flavor. The videos were a hit, generating over 1 million likes and 5,000 comments, and driving foot traffic to the restaurant.
Showcase Restaurant Culture
TikTok can be used to showcase a restaurant’s culture and values, by creating content that highlights the restaurant’s unique features and personality. By showcasing the restaurant’s culture, TikTok can differentiate the restaurant from competitors and create a positive association with the brand.
Case Study: Cracker Barrel
Cracker Barrel used TikTok to showcase its unique restaurant culture, by creating a series of videos that highlight the restaurant’s Southern hospitality and home-style cooking. The videos were popular with viewers, generating over 1 million likes and 11,000 comments, and helping to differentiate the restaurant from competitors.
Promote Local Partnerships
TikTok can be used to promote local partnerships, by creating content that highlights the restaurant’s relationships with other businesses in the community. By promoting local partnerships, TikTok can create a sense of community and loyalty among customers, while also helping to drive foot traffic to the restaurant.
Case Study: Shake Shack
Shake Shack used TikTok to promote its partnership with local craft brewery Other Half Brewing. The restaurant created a series of videos showcasing the limited-edition beer and burger pairing, while also promoting the brewery to its followers. The videos were a hit, generating over 1 million likes and 13,000 comments, and helping to drive foot traffic to both the restaurant and the brewery.
Showcase Customer Reviews
TikTok can be used to showcase customer reviews, by creating content that highlights positive feedback from customers. By showcasing customer reviews, TikTok can create social proof and increase trust in the restaurant’s brand.
Case Study: Starbucks
Starbucks used TikTok to showcase customer reviews, by creating a series of videos that highlight positive feedback from customers. The videos feature customers sharing their favorite menu items and praising the restaurant’s atmosphere and customer service. These videos have been popular with viewers, generating over 7 million likes and 63,000 comments.
Create Buzz for Limited-Time Offers
TikTok can be used to create buzz for limited-time offers, by creating content that promotes the offer and generates excitement among viewers. By creating a sense of urgency, TikTok can help to drive foot traffic to the restaurant and increase sales.
Case Study: McDonald’s
McDonald’s used TikTok to promote its limited-time “Travis Scott Meal,” which featured a burger, fries, and drink chosen by rapper Travis Scott. The restaurant created a series of videos showcasing the meal, while also promoting the partnership with Scott. The videos were a hit with viewers, generating over 10 million likes and 130,000 comments, and helping to drive foot traffic to the restaurant.
Collaborate with Influencers
TikTok can be used to collaborate with influencers, by partnering with popular creators who have large followings on the platform. By partnering with influencers, restaurants can increase their reach and gain exposure to new audiences.
Case Study: Chipotle
Chipotle used TikTok to collaborate with popular influencer David Dobrik, by creating a series of videos promoting the restaurant’s delivery service. The videos feature Dobrik ordering Chipotle through the delivery app, and have been popular with viewers, generating over 5 million likes and 48,000 comments.
Drive Sales through Promotions
TikTok can be used to drive sales through promotions, by creating content that promotes discounts, special offers, or other incentives for customers to visit the restaurant. By creating a sense of urgency, TikTok can help to increase foot traffic and drive sales.
Case Study: Buffalo Wild Wings
Buffalo Wild Wings used TikTok to promote its “Blazin’ Rewards” loyalty program, by creating a series of videos that showcase the benefits of the program and encourage viewers to sign up. The videos were a hit with viewers, generating over 2 million likes and 15,000 comments, and helping to drive sign-ups for the program.
Highlight Sustainability Efforts
TikTok can be used to highlight a restaurant’s sustainability efforts, by creating content that showcases the restaurant’s eco-friendly practices, such as using sustainable packaging, reducing food waste, or sourcing ingredients locally. By highlighting sustainability efforts, TikTok can create a positive association with the restaurant and appeal to environmentally-conscious consumers.
Case Study: Sweetgreen
Sweetgreen used TikTok to highlight its sustainability efforts, by creating a series of videos that showcase the restaurant’s commitment to sustainability and eco-friendliness. The videos feature the restaurant’s composting program, use of reusable bowls and utensils, and locally-sourced ingredients. The videos were a hit with viewers, generating over 1 million likes and 9,000 comments, and helping to create a positive association with the brand.
Connect with Younger Demographics
TikTok can be used to connect with younger demographics, by creating content that appeals to Gen Z and Millennial audiences. By creating content that resonates with these demographics, restaurants can increase their reach and gain exposure to new audiences.
Case Study: Wendy’s
Wendy’s used TikTok to connect with younger demographics, by creating a series of videos that showcase the restaurant’s menu items and humorously respond to viewer comments. The videos have been popular with viewers, generating over 1 million likes and 6,000 comments, and helping to increase the restaurant’s appeal to younger audiences.
Gain Competitive Edge
By using TikTok to showcase the restaurant’s unique features, menu items, and culture, restaurants can appeal to customers who are looking for a unique dining experience.
Case Study: Domino’s
Domino’s used TikTok to gain a competitive edge, by creating a series of videos that showcase the restaurant’s unique pizza-making process and delivery methods. The videos were a hit with viewers, generating over 4 million likes and 44,000 comments, and helping to differentiate Domino’s from competitors.
Conclusion
TikTok is a powerful marketing tool that every restaurant should be using to increase brand awareness, drive foot traffic, and connect with customers. By creating engaging, visually appealing content that showcases the restaurant’s unique features, menu items, and culture, restaurants can appeal to new audiences and gain a competitive edge in the highly competitive restaurant industry. With its massive user base and highly engaged audience, TikTok offers restaurants a unique opportunity to reach younger demographics, promote their menu items, and differentiate themselves from competitors.
Through the case studies outlined in this article, we can see how a variety of restaurants have successfully used TikTok to achieve their marketing goals. Whether it’s showcasing unique menu items, promoting discounts, highlighting sustainability efforts, or collaborating with influencers, TikTok offers a wide range of possibilities for restaurants to connect with customers and drive sales.
Of course, creating successful TikTok content requires careful planning, creativity, and a deep understanding of the platform and its audience. Restaurants need to invest time and resources into developing a TikTok strategy, including creating high-quality videos, engaging with viewers, and tracking the success of their content.
By leveraging the power of this rapidly growing platform, restaurants can create a strong brand identity, connect with younger audiences, and drive sales in an increasingly competitive industry. As such, TikTok should be an essential part of every restaurant’s marketing toolkit in the years to come.
