How Important is it to market your Restaurant or Cafe on Social Media?

INSIGHTS FROM THE SPECIALIST HOSPITALITY MARKETERS FOR THE LAST 12 YEARS

Digital and Social Media Marketing: 

The Essential Ingredient for Restaurant Success in 2025

In the fast-paced world of hospitality, staying ahead of the curve is crucial. As we look towards 2025, one thing is crystal clear: digital and social media marketing isn't just a nice-to-have for restaurants and cafes – it's an absolute must. Let's dive into why this is the case and how you can ensure your venue doesn't get left behind in the digital dust.

The Evolution of Hospitality Marketing and how Social Media Marketing became the tool of choice for Restaurants, cafes and Bars.

The hospitality industry is experiencing a rapid transformation, with digital marketing leading the charge. Gone are the days when a prime location and word-of-mouth were enough to keep tables full. Today's diners are turning to online platforms to discover their next culinary adventure, making a strong digital presence essential for any venue looking to thrive.

As a restaurant marketing agency in Sydney, we've witnessed this shift firsthand. When CPM ,Sydney’s leading restaurant and cafe marketing Agency started on our journey in hospitality marketing back in 2013, we recognized the untapped potential of platforms like Instagram and Facebook. At the time, these social media giants were still finding their footing, but we saw how perfectly suited they were for showcasing the visual appeal of food and dining experiences. Instagram with its picture sharing strengths was the perfect tool for Restrauant and cafe marketing and the best way for small hospitality businesses to get exposure that would normally be out of their reach.

In those early days, CPM’s challenge was convincing traditional hospitality owners that social media wasn't just a fad – it was the future. We demonstrated how these platforms could get their venues noticed, often at a fraction of the cost of traditional advertising methods like newspaper ads or radio spots.

The Grounds: A Sydney Social Media Success Story

One of the best and early examples of this digital marketing revolution is The Grounds of Alexandria. As one of Sydney's first true social media success stories in the hospitality sector. When first starting out and opening in 2012 their challenge was attracting people to an Industrial area of Alexandria in Sydney to an amazing but remote venue. CPM was chosen to set up all their digital marketing and social media marketing. Fast forward to today and everyone on Instagram that likes food knows who the Grounds is! We realised that Social media was perfect for a visually attractive and uniqely different hospitality venue and it just needed to be showcased right. Use of social media competitions, pictures and engaging content drew the interest and showcased the amazing things on offer to this remote industrial estate.

This example of the  Grounds of Alexandria in their early days showed how a well-executed digital strategy could transform a venue into a must-visit destination. By leveraging stunning visuals, engaging content, and a strong social media presence, The Grounds didn't just attract diners – they created a whole experience that people were eager to share online. This user-generated content further amplified their reach, creating a virtuous cycle of visibility and popularity. Now the Grounds is one of the most visited and photographed tourist spots in Sydney!

Since those early days of social media marketing there have been so many success stories where restaurants, cafes have used correct Social media marketing to grow their brands as must-visit or must eat destinations. At CPM we have hundreds of our own success stories that prove Social media marketing for restaurants and cafes, just works!

Have a look at a few of the case studies below to see a few.

RESTARANT & CAFE MARKETING CASE STUDIES

The New Normal: Digital & Social Media marketing Strategy for hospitality businesses as a Prerequisite

Fast forward to today, and no hospitality business would dream of opening without a robust digital marketing strategy in place. If you're running an existing venue, you're now competing with new establishments that have their digital approach finely tuned from day one.

As a hospitality marketing agency, we've seen restaurants increasingly view social media as their most successful marketing technique. This is closely followed by online directories and search engine optimization (SEO) – all digital tools that were barely on the radar a decade ago.

The Decline of Traditional Media

With print media in terminal decline, we're seeing food publications move their operations online. This shift mirrors the behavior of diners, who now predominantly research where to eat via social media or Google search.

But here's where it gets really interesting: social media is increasingly being used as a research tool, often more so than Google. This trend underscores the importance of having a strong, engaging presence across platforms like Instagram and Facebook.

The Power of Social Media in Restaurant marketing: By the Numbers

The statistics backing up the importance of social media marketing for restaurants are staggering:

• According to OpenTable research, 87% of people have visited a new restaurant based on finding it on social media.

• Restaurant Social Media Statistics state that around 60% of consumers use Instagram to find new restaurants.

• More than 50% of people use Facebook to find and learn about restaurant events.

• In the US, TripAdvisor found that 82% of hospitality businesses use social media marketing as part of their strategy.

These numbers paint a clear picture: if you're not active and engaging on social media, you're missing out on a huge portion of potential diners.

Looking Ahead to 2025

As we look towards 2025, the importance of digital and social media marketing for restaurants will only continue to grow. Anyone launching a new food business today already understands the necessity of a strong online and social media marketing plan. It's no longer just about standing out – it's about being visible at all in an increasingly crowded digital landscape.

The Post-COVID Digital Shift is now 100%

The COVID-19 pandemic accelerated many digital trends, and its effects will continue to shape the industry in 2025. Millennials and Gen Z, with their significant disposable incomes, have become even more reliant on digital platforms to make dining decisions. These generations will not visit a place unless they've checked out its Instagram page or seen it recommended by an influencer they trust.

This shift means that if you don't have a strong digital and social media footprint in 2025, you risk being invisible to entire generations of potential customers. Relying solely on foot traffic and occasional word of mouth is no longer a viable strategy for long-term success.

Key Components of a Successful Hospitality Marketing Strategy in 2025

As a leading restaurant marketing agency in Sydney, we've identified several key components that will be crucial for a successful digital marketing strategy in 2025:

1. Visual Storytelling: High-quality, engaging visual content will be more important than ever. This includes not just photos of your dishes, but behind-the-scenes glimpses of your kitchen, introductions to your staff, and showcases of your venue's atmosphere.

2. Influencer Partnerships: Collaborations with food bloggers and social media influencers will continue to be a powerful way to reach new audiences. However, authenticity will be key – diners can spot inauthentic endorsements a mile away.

3. User-Generated Content: Encouraging and showcasing content created by your customers will be crucial. This not only provides social proof but also helps create a sense of community around your brand.

4. Interactive Content: Features like Instagram Stories polls, Q&A sessions, and live videos will help create more engaging experiences for your followers.

5. Personalization: Using data to offer personalized recommendations and experiences will become increasingly important. This could range from tailored menu suggestions based on past orders to personalized birthday offers.

6. SEO Optimization: While social media is crucial, don't neglect your website and Google presence. Optimizing for local search terms will help capture those still using traditional search engines.

7. Online Ordering Integration: Seamless integration between your social media presence and online ordering systems will be expected by customers.

8. Virtual and Augmented Reality: As these technologies become more accessible, innovative restaurants will use them to offer virtual tours or augmented menu experiences.

   
   

The Role of a Hospitality Marketing Agency

Given the complexity and rapidly changing nature of digital marketing, many restaurants are turning to specialized hospitality marketing agencies for support. A good restaurant marketing agency in Sydney or elsewhere in Australia can provide several key benefits:

1. Expertise: Digital marketing is a full-time job, and it's constantly evolving. A specialized agency stays on top of the latest trends and best practices so you don't have to.

2. Time-Saving: Running a restaurant is demanding enough without having to manage a comprehensive digital marketing strategy. An agency can take this off your plate, allowing you to focus on what you do best – creating amazing dining experiences.

3. Cost-Effective: While it might seem counterintuitive, hiring an agency can often be more cost-effective than trying to handle everything in-house. You get access to a team of experts for less than the cost of a full-time marketing employee.

4. Tools and Resources: Marketing agencies have access to a wide range of tools and resources that might be too expensive for individual restaurants to invest in.

5. Strategic Approach: A good agency doesn't just post on social media – they develop a comprehensive strategy aligned with your business goals.

   
   

Case Study: The Power of Strategic Digital Marketing

Let's revisit our Pepper Seeds example to illustrate the power of a well-executed digital marketing strategy. Working with a hospitality marketing agency, Pepper Seeds implemented a multi-faceted approach:

1. They revamped their Instagram feed with high-quality, mouth-watering images of their dishes.

2. They partnered with local food bloggers for authentic reviews and exposure.

3. They optimized their Google My Business listing and website for local SEO, ensuring they appeared in "Thai food Balmain" searches.

4. They used Facebook to promote events and special offers, increasing engagement with their local community.

5. They encouraged customers to leave reviews and share photos, building a bank of positive user-generated content.

The result? A significant increase in online visibility,

Curious about how to enhance your social media presence?

Explore our resources, insights and case studies by clicking the button below to learn more about crafting impactful strategies for your hospitality business.

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READ MORE: Want to know the best 11 restaurant and cafe marketing tips from the Sydney hospitality marketing specialists for the last 11 years!

CPM has been Sydney’s leading hospitality marketing agency for the last 12 years, specialising in cafe marketing, restaurant marketing, paid ads, social media, Hospitality PR, influencer marketing, localised marketing, Facebook community marketing, Video REELS, and strategic promotions to keep cafes and restaurant businesses thriving.

Overwhelmed with all this? Then chat with us at CPM where we have been using Instagram and a suite of other digital marketing tools to build great restaurant and cafe brands across New South Wales for nearly 12 years. We are more than happy to chat to see how we can help you!

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