Digital Marketing with Facebook for Restaurants - Part 1

Facebook is the most popular social media site in the world with over 3 billion monthly active users (MAU).

Of that amount, in the United States alone, there are over 193.8 million monthly active users.

Advertising to Facebook users can have a compounding effect. What do we mean by that?

Well, consider that Facebook users tag friends, check in at restaurants, and discover events. In effect, they are promoting your brand for free.

Given all of that, if you have a restaurant and use Facebook, you can get a slice of those monthly active users and that could be a game changer for small to midsize restaurants.

To accomplish that, you’ll need to think outside the box with creative Facebook posts for restaurants as well as rely on Facebook advertising for restaurants.

Needless to say, no serious digital marketing strategy can exclude Facebook, but where to begin? What tools are available? How much should you plan to spend in terms of both money and time?

You might even already be thinking that you know all there is to know about Facebook since you’re on it all day and night to both share content and give likes to content that, well, you like.

However, being a Facebook user is a far cry from using Facebook to do digital marketing for your restaurant.

In this article, we will be taking a deep dive into Facebook marketing for restaurants. We will go from start to finish, look at pros and cons, and we’ll even present a digital marketing strategy that you can implement to then bring customers into your restaurant.

No experience with digital marketing, let alone digital marketing with Facebook? No worries, we’ll get you up to speed.

Already have a Facebook page and not sure what to do next? Having a Facebook page and writing creative Facebook posts for restaurants to your page are good first steps, but we’ll get you further. Much further. We won’t let your Facebook page just sit there.

Not even sure what a Facebook business page is? We'll start there in the next section.

Facebook for restaurants, so far, seems like an attractive idea, but we can already hear your concern: will we need to spend money?

Some aspects of Facebook marketing for restaurants are free, such as simply creating a Facebook page or posting to it a restaurant cover photo that sells your restaurant’s concept. We will cover these action items.

Other aspects of Facebook for restaurants require that money be budgeted, such as paid Facebook advertising for restaurants. Yes, Facebook ads for restaurants will require spending some money. It’s not as scary as it sounds. We’ll cover it.

We’ve done the research. We understand your concerns. We are ready to give current, actionable information.

In short, we have you covered.

Let’s begin.

Scope of Facebook Marketing for Restaurants: What You Need to Know Before You Start (top)

Before you start with Facebook marketing for restaurants, you should know what a Facebook page is. A Facebook page is a business profile on Facebook for brands and organizations.

Just like you have your own profile on Facebook for personal use, a Facebook page is the same concept, but designed for use by organizations, such as a businesses — such as your restaurant.

It’s free to create, although creating one isn’t going to be enough to get customers through the door. You need to promote it and you need to get Facebook users to engage with it.

That is how Facebook is designed: posts that see a lot of engagement (likes, comments, etc) from Facebook users are then treated favorably by Facebook’s algorithm to then get exposure to even more Facebook users.

Your Facebook page for your restaurant helps your restaurant show information, menu, updates, and promotions. It is like a digital store where customers can find details about you.

Create a Facebook page so people can find your place, see hours, read reviews, and know your brand. Give your address, hours, contact, and specialties. This builds trust and draws in eaters.

Your Facebook Page for Your Restaurant

Your Facebook page is a digital storefront for your restaurant.

Basic, key information that you should publish on your restaurant’s Facebook page includes hours, address, phone and/or email address. You post updates once or twice each week, and making the page takes about an hour.

Remember that only 5.2% of your followers see the posts unless they are boosted or attract a lot of engagement.

Here are some of the benefits:

• 👍 It is free.

• 👏 It builds credibility, which is necessary.

• 🙌 Allows customers to check for hours, reviews, and menus.

Some of the cons include:

• 😒 Limited visibility.

• 😒 Requires regular posting to stay “alive”.

However, it does not help bring in new diners directly without properly using content.

Creative Facebook posts for restaurants to your Facebook page will go a long way in getting users to engage, but even the best Facebook posts are, by design, far behind posts that have been “boosted” or paid Facebook ads for restaurants.

We’ll be discussing boosting and Facebook advertising for restaurants shortly.

How Facebook for Restaurants Is Different from Personal Use

Many people think they can manage a Facebook page for their restaurant just like their personal profile. But it is not the same.

The differences are as follows:

• ✅ You represent someone else’s brand instead of just yourself.

• ✅ You need to monitor and record likes, comments, shares, and clicks.

• ✅ Reply swiftly and politely to the reviews and messages.

• ✅ Posts should be a theme that aligns with the business objective.

Consider it as an extension of the first setting of your restaurant. The page should seem welcoming, uniform, and polished, like the space.

Change is Inevitable with Social Media

Even with a Facebook page, be forewarned that days of using Facebook for posting menus and waiting for likes are not going to bring customers through the door.

To do that in 2025, you’ll need to put to use the powerful marketing tools that Facebook makes available to businesses and which, in sort, give real results.

To benefit from it, restaurants must have more than just a Facebook business page.

Don’t get us wrong: a Facebook business page is a good start, but in today’s hypercompetitive world, it’s not nearly enough as it may have been 10 years ago.

Although useful and recommended, we need to go beyond simply having creative Facebook posts for restaurants on our page.

What you need is a digital marketing strategy that ties together content, audience targeting, and branding into a system that earns customers.

In the next sections, we will talk about what works, what does not work, and how to make Facebook marketing for restaurants work for sales.

Facebook Marketing Tools for Restaurants (top)

1. Facebook Ads Manager

Facebook Ads Manager is for paid promotions.

• ✅ Use it to target by age, location, interests, and behavior.

• ✅ Set budgets starting at $1/day.

• ✅ Run ads that drive orders, promos, reservations, or events.

Ads show in Feeds, Messenger, Instagram, and Stories

Time: 2-3 hours to set up the first one. 1-2 hours weekly to check on it.

Costs: $5-$30 daily for local campaigns.

Why use them? They’re proactive. Your restaurant will be noticed by the audience that hasn’t seen your page before. You can measure results like clicks, visits, calls, or reservations.

2. Boosted Posts

“Boosting” posts is just like making ads, but let's explain that further since the terminology can be unclear.

Choosing to “boost” a post means paying Facebook to promote a post to a targeted audience.

The end goal is similar to Facebook ads for restaurants: attracting visitors to your Facebook post with the motivation of that post to bring most customers into your restaurant.

Don't choose to boost just any post.

If you've made creative Facebook posts for restaurants that have already shown promise in organic listings, choose to go with them.

If those don't exist, then boost a post where you have a clear goal in mind, such as driving more eyes to a promotional item.

• 1. Simply click “Boost” on a regular post.

• 2. Add a budget.

• 3. Choose an audience.

Ideal to use when:

• ✅ Posting weekend specials/deals

• ✅ Getting more likes/shares for great photos

Time: 5-10 minutes.

Cost: As low as $10-$50/post.

Downside: Fewer targeting options compared to Ads Manager.

3. Facebook Events

Facebook events let you showcase events at your restaurant. You can have live music, trivia, food fests, or fundraisers.

It works like a digital invitation that tells both your fans and their friends about it.

Each time someone says they're interested or going to the event, it appears on top of their buddies' news feeds. This way more people will learn about it without spending money on ads.

It's a great way to digitally create an excitement for being there.

Creating a Facebook event only takes 15-30 minutes!

Just fill out the date, time, address and some details. After the event is posted, you can check out who is coming, answer questions, and keep in touch with those who have signed up.

You can even pay to boost the event later so even more people see it.

4. Facebook Stories and Reels

Stories last for 24 hours. They have an authentic feel. Post about:

• ✅ A fresh dish from the oven

• ✅ Staff prep before service

• ✅ Quick promo code

They say the most to mobile viewers who miss the usual posts. Paid Story ads appear between user stories.

Time: 1–2 mins each

Cost: Free for posts, paid for ads

Best for: Humanizing your brand, remaining top-of-mind

5. Messenger Campaigns and Automated Replies

Facebook Messenger serves as a help platform. Auto replies answer FAQs like:

• ✅ “What are your hours?”

• ✅ “Do you take reservations?”

• ✅ “Where can I view the menu?”

Ads bring people to Messenger for chats, deals, or bookings.

Time: 1–2 hours to set templates.

Ongoing: 30 minutes/week to monitor.

Ongoing: 30 minutes/week to monitor.

Costs: Free; ads extra

Facebook is a business and although they allow you to make a Facebook page for free, the whole platform is designed around making money through paid advertisements.

You don’t have to spend every dollar that you have, but plan a budget that you can use on Facebook.

More on this later in the article.

Consistency is Key in Social Media (top)

The first commandment of digital marketing on Facebook is to post consistently.

The second and third commandments are to make sure you’re doing the first commandment.

In other words, posting to Facebook inconsistently is about as bad as not posting as all. You might be wondering how that can be — after all posting once in a while is better than nothing at all, right?

Sorry to break it to you, kids, but in social media, you’re either visible or you’re not.

There isn’t much (useful) space in between.

If you post occasionally or not at all, then your restaurant’s Facebook page is part of the “not visible” camp. Fair or not fair, that’s just the way it is.

The good news is that now that you know about this, don’t be someone who doesn’t post or only posts once in a while.

Given a little forethought, you can easily brainstorm various content to post to Facebook at least once a day.

Use your Facebook page to show what your restaurant has to offer: post specials, behind the scenes photos, and who the chefs are, so that people are interested and want to follow you.

Beyond that, you want your customers to engage with your restaurant’s Facebook page by giving likes and leaving comments.

No need to expend hours per day in this pursuit: simple posts that include photos, promotional items, or videos of events or behind-the-scenes are great, but it is more important that you are regular with your postings.

One post a week is too few for social media. Aim for three to five weekly posts to keep appearing in their feeds.

Your creative posts are not just pretty pictures; they tell stories.

Make videos of your team preparing fresh food, ask poll questions about favorite dishes, or share photos of customers on their birthdays. These posts build emotions first, not only visibility.

Leveraging Organic vs. Paid Content (top)

Facebook marketing has two types of strategies: organic and paid.

One type builds relationships, and the other hastens getting discovered. Knowing the appropriate time to use each type is important, especially if your digital marketing budget is constrained.

Organic Method

Posts that you simply create and allow to be viewable to your followers, friends, or the public are considered organic.

These are posts that then “naturally” appear in a user's feed and is determined by engagement with your post and relevance to a user's previous engagement with similar content.

You do not pay for organic posts. They are free advertising, but they are not strong advertising.

Organic posts connect you with customers each day.

Repeatedly posting organically leads to high engagement levels, increased foot traffic, and word-of-mouth promotion, even when no ad budget is used.

Some restaurants have created communities consisting mainly of clever posts, interesting stories, and a consistent presence on social media platforms.

If starting or limiting marketing spending, consider going organic as it provides a foundation.

Paid Method

Want quick results with new audiences who do not follow yet? Try paid ads.

Facebook Ads' precision targeting capabilities facilitate the reaching of potential diners according to ZIP code, age group, dining inclination (e.g., vegans), and behaviors (e.g., mobile users ordering takeout).

The menu goes directly to those who are most likely to visit.

Whereas organic posts rely on your restaurant’s posts or Facebook page’s popularity to grow over time, Facebook Ads cuts the wait time down and gets eyes on your page.

Paid Facebook ads are great for local marketing.

• ✅ Welcome locals for a grand opening.

• ✅ Show dinnertime specials to seafood lovers nearby.

• ✅ Offer free drink incentives to professionals around.

• ✅ Re-target past page viewers who haven't engaged yet.

Start testing ads at only $5-$10 a day.

Facebook costs less than print/radio while allowing for precise targeting, speedy results, and ongoing feedback about what succeeds.

Can I Succeed Without Paid Ads?

You might be wondering: Can I grow my restaurant on Facebook without using ads?

Yes, you can. Many restaurants have done this. They've built a strong following on Facebook by sharing so many stories and engaging posts. This has lasted for quite some time.

But if your goal is to quickly gain customers from outside your circle, adding some paid ads would help.

This gives a boost that gets results fast.

If you’re still reluctant about paying for ads on Facebook, let’s look at it a little more closely in the next section to break it down even further.

Understanding Facebook Advertising for Restaurants (top)

We understand if you have concerns about spending money on Facebook ads and the concern of whether that money on Facebook advertisements will be beneficial to your restaurant or not.

Although posting daily (organics posts) is a must-have, you might be lulled into thinking that that will be good enough.

Keep in mind that Facebook advertising allows you to get your ad in front of people who actually want what you are selling.

Organic posts, on the other hand, are going to lack that level of specificity.

Facebook’s advertising has powerful targeting features that enable you to pinpoint your desired audience. Knowing that, use Facebook advertising when the “soft approach” of an organic post isn't fast enough nor specific enough for your restaurant.

You could promote weekend specials to only local seafood enthusiasts or inform users nearby regarding happy hour specials during slow hours.

Such precise options maximize your marketing budget by ensuring your ads are only shown to those more likely to visit.

What About the Cost of Facebook Ads?

You don't require a significant budget for starting up, so breathe easy.

Numerous successful restaurant owners begin with as low as $5-$10 daily, trying different ads until they find what appeals best.

This strategy lets you test messaging, images, and offers while refining campaigns to drive better results than costly print adverts or leaflets.

Facebook Ads give instant feedback and measurable returns on investment. Learn more about Facebook Ads. (Meta ads)

Designing Your Restaurant's Facebook Cover Photo (top)

People decide quickly on Facebook if they like a page. In the first few seconds, they choose to stay or leave.

The restaurant Facebook cover photo is the first thing they see — it's their first impression of your restaurant.

The restaurant Facebook cover photo does more than decorate. It must make a strong first impression. It can show the atmosphere, highlight top dishes, and motivate visitors to find out more.

To use this space well:

• 🙌 Put the mostly visually appealing dish images that make mouths water.

• 🙌 Change the cover photo each month for seasons and events.

• 🙌 Add needed contact info in a gentle way.

• 🙌 Match the restaurant feel with colors and fonts.

If you think about your cover photo more, visitors will stick around and return. Make your Facebook cover photo work for you!

Cost and Time to Set Up and Maintain Facebook Marketing for Restaurants (top)

Key Takeaways from Digital Marketing with Facebook for Restaurants Part 1 (top)

In this article, we have covered the basics of digital marketing on Facebook for restaurants.

We discussed the importance of having a Facebook page, the need for consistency in posting, the difference between organic and paid posts, and how to use Facebook Ads effectively.

Your learning about Facebook marketing for restaurants is just beginning.

In the next article, we will explore more advanced strategies and techniques to help you take your restaurant’s Facebook marketing to the next level.

We'll see you there!