With over 1 billion active users, TikTok is no longer just a space for dance challenges and viral trends; it’s a powerhouse for food discovery and restaurant marketing. From mouthwatering recipe videos to behind-the-scenes kitchen content, TikTok has reshaped the way people engage with restaurants online.
For modern diners, especially Gen Z and Millennials, the journey often starts on social media, not Google Maps. One viral video can bring hundreds of new customers through your door or drive thousands of online orders overnight. This makes TikTok for restaurants not just a fun experiment, but a crucial part of a successful marketing strategy.
In this guide, we’ll break down how your restaurant can harness the power of TikTok to build buzz, reach new audiences, and even go viral.
Why TikTok Matters for Restaurants in 2025?
As we step into 2025, TikTok marketing for restaurants is no longer optional, it’s essential. The way people discover and choose where to eat has changed drastically, especially among Gen Z and Millennials. These digitally native generations don’t just want good food, they want shareable, scroll-stopping experiences. And where do they find them? TikTok.
The Shift in Consumer Behaviour
Traditional advertising doesn’t cut it for today’s younger audience. Instead of browsing Yelp or reading lengthy reviews, users are now searching TikTok to decide where to eat. A quick 15-second clip showing a sizzling burger or a trendy dessert often has more influence than a five-star review. TikTok has essentially become the new word-of-mouth for restaurants.
Food Content Trends Dominating TikTok
TikTok is bursting with creative food content that drives massive engagement. Here are a few top TikTok food trends that continue to dominate the platform:
- ASMR cooking videos (chopping, sizzling, mixing sounds)
- “Hidden gem” restaurant reviews
- Behind-the-scenes kitchen content
- Food hacks and menu secrets
- Day-in-the-life of restaurant staff
- Challenge videos (e.g. spicy food challenges, giant food portions)
These trends offer an authentic, engaging way for restaurants to connect with their audience while showcasing what makes them unique.
Setting Up Your Restaurant’s TikTok Profile
Before your first video goes viral, it’s crucial to lay a solid foundation. A well-optimized profile not only helps you appear professional but also increases the chances of converting viewers into real customers.
Let’s walk through the essential steps for a successful restaurant TikTok account setup.
Optimize Your Username, Bio, and Link
Your username should be simple, memorable, and ideally match your restaurant’s name or handle across other social platforms. Avoid using random numbers or long strings, consistency builds brand recognition.
In your bio, quickly describe what your restaurant is all about. Keep it short and engaging. Highlight your location, cuisine, or what makes you unique. For example:
“Authentic Thai in London | Daily Lunch Deals | Vegan Friendly”
Don’t forget to add a link, this is the only clickable URL on your profile. Whether it’s to your website, menu, or online ordering system, make sure it drives traffic to where conversions happen.
Profile Picture & Branding Tips
Your profile photo should be instantly recognizable. Most restaurants use:
- A clean version of their logo
- A high-quality image of their signature dish
- A professional headshot if the brand is personality-driven (e.g. food truck owners, chefs)
Use consistent colors, tone, and visuals across your videos and profile to build a strong brand presence.
Use Link-in-Bio Tools for More Conversions
TikTok only allows one link, but you can get around that with tools like:
These tools let you create a mini landing page with buttons for your menu, reservations, delivery apps, and more, perfect for guiding users from TikTok straight to your business.
Pro Tip:
Include relevant keywords like your cuisine, city, or vibe in your username and bio if possible. For example:
@TacosNYC | “Street Tacos 🌮 | NYC’s Late-Night Spot”
This improves your TikTok profile optimization and helps people find you through TikTok search.
What Content Works Best for Restaurants on TikTok?
The magic of TikTok lies in its ability to turn simple, authentic moments into viral sensations. For restaurants, this means you don’t need a huge production budget, just creativity, consistency, and a bit of flavor. If you’re wondering what kind of content drives the most engagement, here are the top-performing restaurant TikTok ideas that consistently go viral.
1. Food Prep & Behind-the-Scenes Videos
People love seeing what happens in the kitchen. Whether it’s a satisfying cheese pull, a sizzling steak on the grill, or dough being kneaded from scratch, behind-the-scenes content is endlessly watchable. These videos not only spark curiosity but also build trust and authenticity.
Try this: A timelapse of your kitchen during dinner rush or a close-up of a signature dish being made from start to finish.
2. Show Off Your Signature Dishes & Plating
Your food is your star, so let it shine! Showcase your most visually appealing dishes in creative ways. Use trending audio, slow-motion shots, or dramatic plating reveals to make your food scroll-stopping.
Pro tip: Dim the lights, add some background music, and use close-up shots for extra impact.
3. Staff Challenges & Personality-Driven Content
Let your staff’s personalities shine through fun videos like dance challenges, kitchen games, or day-in-the-life clips. These human moments build brand loyalty and help your audience feel connected to your team.
Restaurant TikTok idea: Start a recurring series like “Chef’s Daily Mood” or “Front Desk Confessions.”
4. Customer Reactions & Testimonials
Capture real-time reactions of happy customers trying your food for the first time or sharing their favorite dish. These can be spontaneous or filmed like a quick interview. They’re relatable, persuasive, and help build social proof.
Ask: “What’s your go-to order here?” or “First time trying [dish name]—thoughts?”
5. Menu Hacks & Secret Items
Do you have off-menu items, secret sauces, or custom combinations? Share them! These types of food TikTok ideas encourage curiosity and repeat visits from people eager to try something exclusive.
Hack idea: “Here’s how to get a grilled cheese inside your burger—ask for it like this…”
Tips to Go Viral on TikTok?
Hook Viewers in the First 3 Seconds
If you’re wondering how to go viral on TikTok, the key lies in strategy, not luck. The TikTok algorithm prioritizes content that captures attention quickly. For restaurants, this means creating videos that start strong, whether it’s with a dramatic food reveal, a bold caption, or an unexpected moment. That first three seconds can determine whether someone keeps watching or scrolls past.
Use Trending Sounds and Challenges
When you combine trending sounds with your unique food content, like a secret menu item or behind-the-scenes kitchen shot, you create content that feels current and engaging. These elements are essential for maximizing reach through TikTok marketing for restaurants.
Post Consistently and During Peak Times
Consistency is everything on TikTok. Aim to post 3–5 times per week to stay active on your audience’s “For You” feed. Timing also plays a big role, try posting during peak hours such as lunchtime (11 AM–1 PM), dinner time (5 PM–7 PM), and late-night scrolling hours (8 PM–10 PM). Regular posting increases your chances of being picked up by the algorithm.
Engage in the Comments Section
One of the most underrated TikTok algorithm tips is engaging with your audience. Responding to comments, especially within the first hour, boosts your video’s activity and tells TikTok that people are enjoying your content. Ask questions in your captions to spark conversations, such as “Would you try this spicy ramen?” or “What’s your favorite dish here?”
Leverage Hashtags Strategically
Using the right hashtags helps get your videos in front of the right audience. For restaurants, some of the most effective ones include #FoodTok, #RestaurantsOfTikTok, #TikTokEats, #SmallBusinessTikTok, and #ViralFood. Don’t overdo it, 5 to 7 well-targeted hashtags are more effective than a long list of irrelevant ones.
Collaborating with Local Influencers & Foodies
One of the fastest ways to boost your restaurant’s reach on TikTok is through strategic collaborations. Partnering with local foodies and micro-influencers can expose your brand to highly targeted audiences who are already interested in local dining. A strong restaurant influencer strategy helps you tap into the power of trust, authenticity, and word-of-mouth at scale.
Work with Micro-Influencers & Local Creators
You don’t need a celebrity influencer to make a big impact. In fact, micro-influencers (creators with 5,000–50,000 followers) often deliver better engagement because they have a more personal connection with their audience. Look for local food bloggers, college creators, or lifestyle influencers in your city who regularly share content around food, restaurants, or small businesses.
When it comes to TikTok influencer marketing, local creators often offer the best ROI, especially for small to mid-sized restaurants trying to build buzz within their community.
How to Pitch a Collaboration
Reaching out to creators is simpler than you might think. Start by following them, engaging with their content, and then sending a direct message or email. Be polite, clear, and show that you’ve done your research. Here’s a quick example:
“Hi [Name], we love your food content—especially your recent video at [Restaurant Name]! We’re a locally-owned spot in [City] and would love to invite you in for a tasting or feature if you’re interested. Let us know how we can collaborate!”
You can offer a free meal, early access to a new menu, or even a small payment depending on the creator’s audience size and reach.
Encourage User-Generated Content (UGC)
Besides influencer campaigns, don’t overlook the power of regular customers. Encourage your guests to tag your restaurant, use a branded hashtag, or participate in a fun video challenge. You can even set up a “TikTok Corner” in your restaurant with good lighting and a backdrop to encourage filming.
UGC is one of the most authentic forms of promotion and can become a steady stream of content for your brand, all while engaging your community.
Mistakes to Avoid on TikTok as a Restaurant
While TikTok offers huge potential for restaurants, it’s easy to fall into traps that limit your reach or turn off potential customers. To make the most of your efforts, it’s important to avoid common TikTok marketing mistakes that many restaurants unknowingly make. Here’s what to watch out for.
1. Posting Overly Promotional Content
TikTok is not the place for traditional ads or hard sales pitches. Users are looking for entertainment, authenticity, and value, not commercials. If every post feels like an ad (“Come try our burger!” or “Visit us today!”), your audience will scroll past quickly. Instead, focus on storytelling, humor, behind-the-scenes moments, or viral trends that subtly highlight your brand without being pushy.
✅ Tip: Show your food, don’t sell your food.
2. Inconsistent Branding or Posting Schedule
Your TikTok profile should reflect your restaurant’s vibe. Using random styles, music, or tones in every video creates confusion and weakens brand recognition. Similarly, posting sporadically, or going weeks without uploading, kills your momentum. Consistency in both style and schedule is key to building a loyal audience.
3. Ignoring Trends, Comments, or Community
One of the biggest restaurant social media errors is treating TikTok like a one-way platform. TikTok thrives on interaction. Ignoring viral trends, not replying to comments, or failing to engage with your local community puts you at a disadvantage. Hop on popular audio clips, respond to feedback, and get involved in local food challenges to stay relevant.
Final Thoughts: TikTok as a Long-Term Marketing Channel
TikTok offers restaurants a powerful long-term marketing tool to build a loyal following, drive foot traffic, and boost online orders. By consistently creating engaging, creative content, you can connect with your audience and keep them coming back.
Staying updated with the latest trends is essential to maintain relevance, while leveraging TikTok’s features, such as links to online ordering, can help convert viewers into customers. If you haven’t started yet, now is the perfect time to dive in, create your profile, experiment with content, and start driving real business results today!