Year in Review
Restaurant Social Media Trends in 2023
November 28, 2023
Our in-house expert on what restaurants were posting this year.
I remember telling my parents in the early 2010s that securing our family restaurant’s Instagram handle was going to be paramount to their future success. And while I was most certainly a hyperbolic 17-year-old, there is no doubt today that social media is an important marketing tool for restaurants.
I have spent the decade since that proclamation thinking about restaurant social media, and the last six years working in the space full-time. In that time, I’ve watched plenty of trends in restaurant social media come and go. Here are the five that I liked most in 2023.
Food Photos got Intentionally Messy
Restaurants have historically shared images of perfectly-plated dishes with no herb out of place, but this year I noticed restaurants choosing messy photos of partially eaten meals, offering evidence of the dishes that once were instead of their perfect counterparts. I love this type of image because it creates some FOMO for the viewer.
The used coaster and half-eaten pasta in this post from Rolo’s make me feel like I was the one who helped polish off some of those tortellini. Before long, that feeling has me wishing that I was there enjoying their delicious food.
This full spread snapped mid-meal at Le Dive gives me more FOMO than a perfect plate of mussels ever could. I imagine that this group of diners is having the best time and I want in.
Social Media Managers Turned to the Archives to Establish a Vibe
Cool-kid CPG brands have been using this trick for a while. From vintage photographs to old magazine spreads, I saw restaurants sharing photos that feel like their restaurants, instead of just sticking to photos of their food, drinks, and dining rooms. I love this trend because it offers a whole new avenue for brand building!
If you’ve been to Philadelphia wine bar Superfolie then you’ve certainly climbed the iconic stairs. Using this art piece nods to their second floor setup while showing off their impeccable taste at the same time.
Nothing about Somebody People in Denver takes itself too seriously. And that irreverent and fun energy is portrayed through quirky images from art photographers throughout their feed.
Video Made the Staff Main Characters
Short-form video has shifted the focus of social media towards main characters. Luckily, restaurants are full of folks who know how to entertain. I was excited to see restaurant staff starring in social media video content across TikTok & Instagram in 2023.
@ggiata “Is this why my sandwich is taking so long” yes YES IT IS #ggiata #knees #jump ♬ original sound - Ggiata Delicatessen
LA sandwich shop Ggiata has grown an enormous TikTok presence by sharing videos that feature the restaurant staff doing TikTok trends. While they began sharing these videos well before 2023, the strategy continues and has certainly helped inspire other restaurants to follow suit.
At State Bird Provisions, simple videos of staff members making the restaurant happen add so much warmth and fun to their Instagram presence. It puts their staff front and center and celebrates the moments that make restaurants feel so full of life.
Independent Restaurants joined the Brand Collab Game
Big brands have been teaming up to create products, experiences, and more for some time now. In 2023, I watched independent restaurants join the party. Neighborhood restaurants became the prime target for collaboration opportunities.
Designer strawberry company Oishii Berry teamed up with Brooklyn pizza joint Fini Pizza for a limited time flavor of Fini’s Italian ice made with the berries.
Eyewear brand Akila linked up with LA Korean-American spot Yangban for a pair of limited edition glasses, in Yangban’s signature pink color, available only at the Family Style Food Festival.
Restaurants Shared Content Aimed to Entertain
People turn to social media to be entertained, so it was exciting to see more restaurants finding ways to entertain their customers while simultaneously offering info about their businesses.
Turning Italian gothic art into internet memes might seem like a big swing, but it works perfectly for Foul Witch. The restaurant uses this clever setup to share otherwise mundane info about the happenings at the restaurant.
Following TALEA Beer Co., you’re always guaranteed a giggle, which I love. It’s always about the beer, so any internet meme format where a TALEA beer can be inserted is an entertainment opportunity that this account is jumping on.
From big shifts in food photos to more and more brand collabs, these were just some of the trends that stood out to me on restaurant social media throughout the year.
In 2024, I’m looking forward to seeing how restaurants continue to embrace the ever changing world of social media. I can’t say that I know what’s to come, but I do know that as long as restaurants do their best to show up consistently, focus on their community, and always be authentic, they will find success on social media.
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