Some restaurant brands make social media look effortless. Their posts get dozens of comments, thousands of likes, and, in some cases, millions of views.
But behind every social-savvy restaurant is a team of strategists (shoutout teams of one!) with clearly defined goals who know their brand inside out, recognize the value of each platform, deeply understand the interests of their target audience, and keep up with the latest trends.
Why put in so much energy? Because social media is essential for reaching current and potential guests, especially those under 40. And, despite inflation, roughly 40% of Gen Z and Millennials intend to splurge on restaurants this year.
No matter the size of your brand or budget, you can learn a thing or two by studying the social media accounts of the following 10 Olo customers. Though they vary greatly in size, service model, social strategy, and audience, each of these restaurant brands has a firmly established brand identity, highly engaged fans, and a whole lot of creativity.
10 social media-savvy restaurants to follow + 23 post examples to learn from
1. Shake Shack
Shake Shack makes guests and employees feel valued by treating social media as a conversation.
Why they’re winning
- Responsive community management—the brand almost always replies to/likes well-intentioned comments
- Platform-differentiated content, including Reels for Instagram and short thoughts for X
- Social listening and agility to hop on trends, like the Tweet pictured above
- Bright photography that matches its brand identity
- Employees featured in video content
Start following
Instagram, X, TikTok, Facebook
2. Jimmy John’s
Few brands wield the power of social media quite like Jimmy John’s—from teaming up with influencers to capitalizing on the popularity of TV shows and trends.
Why they’re winning
- Top-tier collaborations, such as this JJ x Starter merchandise collaboration that benefitted the Boys and Girls Club of America
- Interactive made-for-social campaigns that tie into marketing campaigns when appropriate and when pop culture moments are at a fever pitch. For example, its recent “Love is Blind” spinoff, “Before First Bite,” stars the brand’s red velvet cookie—and former cast members.
- Agility to create branded merchandise for social followers, like this Ciao Down Silk Scarf and this Stanley lookalike
Start following
Instagram, X, Facebook, TikTok
3. Bodega
Bodega uses a mix of professional and lo-fi imagery, coupled with user-generated content, to bring the brand to life on social media.
Why they’re winning
- Highly intentional and collaborative social strategy designed to tell the brand’s story
- User-generated content ensures guests feel seen and valued
- Fully optimized bio and consistent brand voice in captions
- A healthy mix of professional and natural, lo-fi content
- Creative marketing campaigns, like the annual Best in Bread competition, drive engagement and come to life
Start following
4. Chili’s
Chili’s is famous for its social media agility—and quick wit.
Why they’re winning
- In lockstep with what’s trending, especially in pop culture
- Subtle, yet fun, promotion of its rewards program and offerings
- Brand consistency across social platforms (see bio: hi! welcome to Chili’s)
Start following
Instagram, X, Facebook, TikTok
5. Dave’s Hot Chicken
One look at Dave’s Hot Chicken’s social media profiles and you’ll feel the heat.
Why they’re winning
- Craveable Instagram feed that feels hot when viewed holistically
- Social and pop culture listening, like this shoutout by a University of Michigan defensive lineman after the championship
- Many captions promote new locations to generate awareness and drive visits
Start following
Instagram, X, Facebook, TikTok
6. Bluestone Lane
Bluestone Lane’s social strategy is tailor-made for its target market and often features user-generated content.
Why they’re winning
- Incorporation of user-generated content in the posting strategy
- Brand collaborations, like this partnership with New York Magazine
- Consistent brand identity—from the voice/tone of the captions to the visual aesthetic and use of the word “locals” when referring to loyal guests
- It’s clear the brand knows exactly who its target audience is and tailors to their interests
Start following
7. Ocean Prime
Ocean Prime’s Instagram feed is consistently on-brand with visually cohesive images and videos.
Why they’re winning
- With a parent Instagram account and location-specific accounts, guests can keep track of local events, specials, and updates like this renovation announcement. The accounts also share content to boost brand reach and location awareness.
- Photography and story highlights are visually cohesive and consistently on-brand
- The link in bio tree on Instagram gives users an easy way to visit the brand’s website, make reservations, view career opportunities, and purchase gift cards
Start following
8. Pokeworks
Pokeworks demonstrates how its dishes come together in mouthwatering video content.
Why they’re winning
- Social feed shows off fresh ingredients with vibrant colors
- Video content gives the audience a behind-the-scenes look at how their favorite menu items are made—with tips for enhancing flavor
- Instagram story highlights make it easy for fans to locate the menu and view grab-and-go items
Start following
Instagram, X, Facebook, TikTok
9. Heirloom Hospitality
Heirloom Hospitality spotlights employees and gives guests a sneak peek at what’s being served across its five concepts.
Why they’re winning
- All five concepts are spotlighted on Heirloom’s corporate social media accounts
- Video content humanizes the brand by featuring employees
- High-quality imagery showcases each concept’s unique design and aligns with the restaurant group’s mission to “create enlightened experiences” for guests
Start following
10. Smashburger
Smashburger collaborates with influencers to extend its reach and gives fans a reason to follow with exclusive deals.
Why they’re winning
- Creative strategies for driving sales, including special deals for social followers
- Collaboration with influencers to reach its target audience in different markets
- Social bio immediately establishes the brand’s personality, voice, and tone (“Ready. Set. SMASH!”)
Start following
Instagram, X, Facebook, TikTok
Key learnings to inspire your restaurant’s social strategy
Scrolling through the examples above, you probably noticed a few recurring themes. Regardless of their size or service model, social media-savvy restaurants have a few things in common: an established brand identity, clear objectives, a deep understanding of their audience, platform-specific content (including user-generated), friendly interaction with followers, helpful links, and a willingness to think outside the box.
When formulating your own restaurant’s social media strategy, remember: you get out what you put in. Don’t let social media be an afterthought. Meet your guests where they are online, lean into their interests, and start driving revenue.
Get more tips to help your restaurant reach Gen Z and Millennials on social media. And check out Engage to find out how Olo’s restaurant marketing platform can support your guest acquisition and retention goals.
Photo by Spencer Davis at Unsplash
