Digital Marketing on TikTok for Restaurants: A Comprehensive Guide to TikTok for Business - Part 2

In part 1 of our Digital Marketing on TikTok for Restaurants series, we looked at what makes TikTok such an exciting platform for drawing in hungry diners to a restaurant.

We looked at what it means to do digital marketing on TikTok, why TikTok is well suited as a marketing platform, and the tools available in the TikTok ecosystem to run a successful marketing campaign.

In this second installment, we’ll look at how we can take everything we learned in part 1 and come up with a digital marketing strategy.

We’ll look at how TikTok is used in 2025 to bring guests into restaurants to help us see what is possible.

Before we close out the series, we’ll also look at an example success story to drive the point home that all of our efforts can yield results.

Let’s get started!

How Restaurants Are Using TikTok in 2025 (top)

Over 53% of TikTok users have eaten at or bought food from a restaurant after seeing it on TikTok.

So, we know the audience is there.

What kind of content should we create, though, so that we as digital marketers using TikTok see the optimal returns that we deserve for our time and money?

Here are some clever ways for your restaurant to create the type of content that draws in viewers on TikTok and transforms even the most laid-back of users scrolling on their phones into actual customers walking through your restaurant’s doors:

1. Showcasing How Food is Made (top)

If you work at a restaurant, then seeing what goes on in the kitchen may not seem like anything that someone would want to watch on TikTok.

For your customers, however, there is a fascination to having the curtains pulled back, so to speak, and seeing how dishes are made.

If the audience interest is there, then why not put it to work for you? Be a restaurant that shows how its trademarked foods are prepared, like a pizza being tossed in the air or a burger grilling on the flat top.

Small restaurants have gained popularity because they go on to display day-to-day preparation processes through brief videos.

No need to overthink it. Just set up a phone in the kitchen and start recording.

Keeping it simple and authentic is one of the pillars of success of how to do digital marketing on TikTok.

While it may be routine for you, customers find it fascinating what is happening behind the scenes, especially in the kitchen.

2. Highlighting the Team Behind the Counter (top)

In 2025, people prefer to buy from people, not from brands.

This is why numerous restaurants are now showcasing their staff, including chefs, baristas, and dishwashers, in simple and unfiltered videos.

Showing the unique personalities of staff members makes it possible to make the brands more human and easily related to Gen Z, who value authenticity.

The restaurant staff make for excellent content for your restaurant's TikTok videos

3. Engaging with Comments (and Turning Them into Content) (top)

Restaurants are using customers’ questions as ideas for content.

For example, if a customer asks, “Do you have vegan options?” then the restaurant can make a video showing the vegan menu.

This shows the restaurant is listening. Thus, it is any engaged community.

Don't overlook what customers are saying in comments on social media platforms. TikTok digital marketing requires active engagement with your audience.

4. Jumping on memes and trends—adding a restaurant twist (top)

TikTok is all about trends. Restaurants can join in current activities and connect them with food.

For instance, a dancing trend could become a “Dance for a free dessert” contest.

Even chains like Chipotle have succeeded in utilizing memes to get lots of views and sales. Being part of trends could broaden reach.

Love it or hate it, social media trends and memes attract attention.

5. Showcasing customers' reactions (top)

Recording customers' reactions, secret menu revelations, or birthday celebrations has been adopted by some restaurants.

These moments feel genuine and help forge an emotional bond.

Customers will post their own videos in many cases, potentially providing free advertising that cannot be bought.

People celebrate at restaurants. Capture these moments for content on your TikTok business account.

Digital Marketing Strategies for Restaurants on TikTok (top)

So far, we’ve talked about why TikTok is a valuable digital marketing medium.

We’ve discussed creating a free TikTok Business account and making use of the various tools for TikTok such as TikTok Ads, TikTok Creator Marketplace, and TikTok Analytics.

We’ve also suggested some quick wins that you can achieve by making some small videos showing how food is made or by engaging in viewer feedback to your videos.

Although any of those list items can bring you some level of success, what we really want at this point is a plan to tie it all together.

A strategy! Maybe we can even give it a cool name like a Digital Marketing Strategy on TikTok for Restaurants!

Oh, that’s brilliant!

The secret to success is to have a smart strategy, so let’s look at what we’d want to have in such a strategy.

In this section, then, you will learn ways to grow your audience and attract local customers through TikTok videos.

1. Create a TikTok Business Account (top)

Choose a TikTok Business Account for marketing. We discussed this earlier, so we won't repeat it all again.

But as a reminder, a TikTok Business Account has tools like audience analytics and ads. It's easy to set up, and new features allow direct links to the menu.

Analyzing the audience is important. It shows which videos work best. You can use this data to adjust the posts and engage more customers.

2. Plan a Weekly Content Schedule (top)

Though not required, 2–4 posts weekly keeps consistency on TikTok. The restaurant will remain fresh in viewers' minds.

Use analytics to schedule posting times when the audience is most active.

Planning ahead alleviates unnecessary last-minute anxiety about what to post to your TikTok feed. The quality of the content is improved when it is thought out and isn’t created while you’re in panic mode.

3. Batch-Record Content in Advance (top)

Time is money in restaurants.

File multiple videos in one go. Choose a quiet time to shoot scenes like cooking, plating, and serving food.

Edit and plan your recorded posts for the week using a scheduling tool or upload them yourself.

Being consistent without affecting your everyday work is crucial. This way, your content is constantly fresh, relevant, and top-notch.

4. Analyze Various Content Types (top)

Do not confine yourself to just one content type.

Utilizing various formats can reach a larger audience.

For example, behind-the-scenes videos capture the essence of your kitchen, while showcasing the menu arouses cravings with visuals.

Show off the employees, customer referrals, or special occasions, too.

This variety of content keeps followers engaged and encourages them to pay attention to more tips from you.

You can also find out which content generates the best response, like quick cooking demos, chef's introductions, or first-taste reactions.

From that point, continue to build on top of what the analytics is telling you works best.

5. Make Use Of Popular Sounds And Hashtags (top)

Trends are essential for TikTok's viral capacity.

Incorporating in-demand sounds, filters, and hashtags increases exposure beyond your regular followers.

For instance, featuring popular audio when showcasing the finest meal from your restaurant greatly expands your audience.

Always customize trends to suit your brand. For instance, when a joke meme is trending, people come up with something hilarious but restaurant-oriented, such as staff reacting towards spicy meals or preparing full house service.

Additionally, use location-specific hashtags like #DallasEats or #LAfood to reach local clients who might visit your premises physically.

6. Engage in Real-Time (top)

More than a broadcasting tool, TikTok is a conversation platform.

Engaging with your audience by responding to comments and duetting their content increases trust and loyalty, especially among Gen Z and Millennials.

Although it's not necessary to respond to every comment, addressing several each day enhances the visibility of your content in the algorithm.

7. Schedule Posts for Peak Times (top)

Besides what you post, posting time matters too. Use TikTok analytics to discover when followers are most active, such as evenings and weekends, for restaurants.

Peak hour postings lead to more appearances on “For You” pages.

Leverage scheduling tools like Later or TikTok scheduler (only for business accounts) to plan ahead, but still be present without being logged in 24/7.

8. Track Performance with TikTok Analytics (top)

Powerful analytics provided by TikTok Business Accounts include video views, watch time, profile visits, and audience locations, among others, which help analyze what works best and where room for improvement exists.

For example, watching the kitchen videos a lot more than customer reactions lets you know to do more of these videos.

Check the figures often, week after week, to fine-tune your approach.

Set easy targets like growing followers, video views, or clicks on the menu link, and check them every month.

9. Run Local Targeted Ads (Optional) (top)

Although you can reach people without spending on ads in TikTok, spending on paid ads speeds up a message, especially when releasing something new or a special offer.

TikTok Ads Manager lets you target users according to their age, interests, location, and what kind of food they like.

Even a small ad budget of $20 to $50 weekly when combined with with good content shown together can give you strong visibility locally.

For example, promote your brunch menu to people in your zip code who often engage with food posts. It is a smart way that turns views into visits.

10. Collaborate with Local Influencers (top)

Working with local food influencers is one of the fastest methods to grow your audience.

These influencers already have trust and reach in the local area. Either they do taste testing, behind-the-scenes, or vlog their experiences to come off as genuine, which drives action from audiences.

Begin with micro-influencers who have followers between 5k-50k within your city.

Micro-influencers have high engagement rates, hence are more likely to collaborate at affordable costs or even free food items provided by restaurants.

Just one post by a trusted foodie can get dozens of new customers overnight.

Success Story: Easy Street Burgers (Los Angeles, Oct 2023) (top)

One video! Yes, that’s all it took for Easy Street Burgers — a small burger joint in Los Angeles — to turn from a neighborhood spot into a viral food destination in October 2023.

When well-known TikTok food critic Keith Lee posted his review of their Triple Jalapeño Monster Burger, he didn’t just say it was good — he called it one of the best burgers he’d ever had.

Your restaurant may not garner the same attention as a viral video, but you can still create engaging content that showcases your restaurant's unique personality and attract new customers.

The short, authentic, no-frills video exploded: over 1.6 million likes, 7,500+ comments, and countless shares. Within days, massive crowds started lining up outside the restaurant.

Some customers drove hours just to try what they saw on TikTok.

But what made this work? It wasn’t luck — it was the content.

Easy Street Burgers lets its food speak for itself.

The burger looked bold, unique, and crave-worthy on camera. The video focused on flavor, reaction, and the real customer experience.

No fancy editing. No sales pitch. Just honest storytelling and a visually standout product.

The impact?

Their team had to bring in crowd control, restock inventory several times a day, and even hire extra staff.

Their follower count skyrocketed, and they enjoyed months of free promotion thanks to the user-generated content (UGC) that followed.

What can your restaurant learn from this?

• ✅ Product focus: Feature something visually appealing and distinct on camera. What’s your version of the “Triple Jalapeño Monster Burger”?

• ✅ Authenticity wins: Audiences trust real reviews and genuine reactions more than polished promos.

• ✅ Influencer power: Partnering with local food reviewers—even smaller creators—can ignite real momentum.

Easy Street didn’t just go viral—they converted views into long-term customer loyalty. That’s the power of a well-timed, well-executed TikTok moment.

Final Thoughts (top)

In 2025, using TikTok for business isn’t just a trend—it’s a strategic opportunity that restaurants can no longer afford to overlook.

With the right digital marketing approach, even small, independently owned eateries can attract thousands of potential customers.

Whether you're a new food truck or a well-loved neighborhood bistro, TikTok gives you the platform to showcase your flavors, your team, and your unique story.

Don’t wait for perfect lighting or viral luck. Start by creating content that reflects the heart of your restaurant —real food, real people, and real moments.

Just one compelling video could introduce your business to a much wider audience and turn casual viewers into loyal diners.

If you’ve been waiting for the right moment, this is it.

Your story matters, and TikTok is where the world is watching.

TikTok for businesses is not as complicated as it sounds. Break down the process into manageable steps and focus on creating authentic content that resonates with your audience.