Remember the days before social media and influencers?

We would get food recommendations from our friends and families or from magazine reviews, or we would accidentally stumble on some great find while strolling through town.

These days, word-of-mouth marketing and reviews look very different.

In a digital world, customers turn to apps such as TikTok and Instagram to find new places to eat, curate a list of restaurants for their next vacation, and even order meals online!

And who is leading this marketing revolution? Influencers.

Consumers are more likely to purchase based on the recommendation of a trusted social media influencer than they are to believe an advertisement.

It's more important than ever before to lean into the power of influencer marketing to sway customers' dining decisions.

Here are our tips on how to get the most out of your collaboration with food influencers to boost brand awareness and reach new patrons!

The Guide to Partnering With Food Influencers

Before you begin your journey with social media influencers, it's essential to make a plan of action. Use these tips and strategies to grow your fan base and connect with an audience that wants to order your food online.

1. Keep Partnerships local

No matter what size operation you manage, whether multiple locations or a small neighborhood cafe, don't neglect your local content creators.

These accounts will sway your core customer base more than an international food blogger can. A big chunk of their followers will live in the same city and trust their local recommendations.

How do you find food influencers from your hometown? Start stalking Instagram and TikTok for local hashtags such as #KansasCityRestaurants or #kcfoodies. 

However, make sure that their brand is a good fit for your restaurant before approaching them for a partnership.

2. Engage with Micro-Influencers

Micro-influencers? These small accounts are worth their weight in gold.

While they don't have a dizzying number of followers, these influencers can have a loyal core base of followers.

What does that mean for you? Micro-influencers often have more availability and are eager to partner with local restaurants. 

3. Hire for Content Creation

You don't need to work with influencers on a sponsored post basis.

Instead, think of content creators as freelance photographers, videographers, and food stylists.

If you like an account's vibe, hire them to create content for your social platforms. 

For example:

• Recipe tutorials 

• Capturing new or seasonal items

• Behind-the-scenes videos

• Food images for online menus

Influencers have a unique skill set and understand what works in the digital space. Take advantage of their skills to elevate your restaurant's social media presence.

4. Get Restaurant Reviews

Did you know that a whopping 90% of consumers say reviews influence their buying decisions?

Hop onto that gravy train by inviting food influencers to your restaurant for a meal. In exchange for a review, they'll get to enjoy a dish from your menu, and you'll get access to their hungry fan base.

Get the most out of the review by including it on your business website and social media accounts to entice customers to click the order now button.

5. Amplify Your Brand Awareness With an Influencer-Only Event

Are you the new restaurant on the block?

Kick your brand awareness up a notch by hosting an influencer event. Invite a group of food content creators to your establishment and serve up tastings of dishes on your menu.

It will expose the influencers (and their audiences) to a range of menu items rather than just one meal. 

And the bonus? You'll get tons of content!

Make sure the content creators tag you in their posts and don't forget to share their posts on your own social media. It's an easy way to load up on stories and feed posts.

6. Hammer Out the Details 

The world of influencer marketing is a new avenue for restaurant operators and content creators alike. This means that communicating expectations is essential for building a successful collaboration. 

Consider the following before inviting an influencer to your restaurant:

• Goals: Do you have a specific goal for the collaboration, such as advertising a new menu, growing your customer base, or increasing your online orders?

• Setting: Where will your influencer event take place, and what will the time and staff requirements for the engagement be?

• Terms and Conditions: Will you be able to share their created content on your restaurant’s digital channels? 

• Compensation: Will you need to compensate the influencer with money or meals? 

Reaching an agreement on the finer details of the partnership will ensure a smooth day-of process! 

The Last Bite

We all rely on friends for restaurant recommendations. And nowadays, we utilize the internet to interact with our friends, even those we haven’t met IRL. 

Influencers have certainly realized that humans tend to eat with their eyes. They use this to their advantage by creating videos and still images that capture the attention of their followers.

By partnering with social media influencers, restaurant operators can capitalize on this trend to expand their customer reach, create content, and increase brand awareness.

Are you going to work with food influencers to promote your restaurant?

ABOUT THE AUTHOR

Melissa Dimmitt, Marketing Communications Coordinator

Melissa began her digital marketing career nearly a decade ago at a restaurant group. She worked with restaurant managers and executive chefs while coordinating seasonal menu releases, executing photoshoots, and creating fresh digital content.