2024 sports events: how can you use social media to attract visitors to your restaurant?

The 2024 sporting events are a unique opportunity for your restaurant to make an unforgettable season. Attracting the attention of these many visitors requires a well-crafted strategy, where social media are your essential ally! So, how can you turn your Instagram page into a lever of attraction for the 2024 sporting events? How can you promote your establishment to international and national customers?

Want to go further? Discover the 5 sure-fire tips for filling your restaurant during the 2024 summer games.

In this article, find plenty of effective tips for using social media as a powerful lever to make your restaurant a must-visit destination during the summer of 2024. From clever tweaks on your Instagram page to targeted advertising campaigns, local collaborations and customer engagement, discover how to maximize your restaurant's visibility.

Just starting out on Instagram? Take advantage of Malou's Little Instagram Guide to showcase your restaurant 👇

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The 2024 sporting events are an opportunity to collect as many reviews as possible, thanks to the influx of customers from all over the world. The right thing to do: install a homemade QR code or a Malou totem in your restaurant (at table corners, in toilets) to maximize your chances of getting reviews, and thus improve your image, your Google rating, your referencing, etc.

Léonie, Malou expert

For more tips on harvesting reviews or to understand how to reach your first 1000 Google reviews, enjoy Malou's webinar replay below 👇

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1. Adapt and translate restaurant information

The biography of your Instagram page is the first element visible to Internet users. So it's a good idea to include your news and special times for the month of July directly in your biography.

In addition, add links to your news to your linktree, organizing them clearly. Create direct links to your special menus, promotions and events, making it easy to access this crucial information.

Last but not least, don't forget to insert an English version of each informative element you add/share.

💡It may also be interesting to publish the restaurant's news on Threads - the network connected to Instagram.

2. Organize a professional photo and video shoot

Investing in a professional photoshoot before summer is highly recommended! This special shoot will enable you to create content highlighting your new à la carte products, the Olympic atmosphere of your restaurant, and the sunshine on your terrace, as well as your enthusiastic team ready to welcome guests. Capturing these gourmet and convivial shots will generate enthusiasm and appeal for your restaurant on social media.

💡 If you prefer to capture your content yourself, find all our tips for making photos worthy of a culinary professional in this article.

3. Regularly feed your restaurant's Instagram and Facebook page with quality event -related content.

To attract local customers and tourists alike, social media is of prime importance. They're the ideal place to make people want to come and visit you, and to whet their appetites. But there are several conditions. You need to maintain a consistent visual aesthetic, take care with the quality of your photos, publish regularly, vary the types of content, play with hashtags... for an effective Instagram page.

In addition to sharing your new dishes, cocktails and decor elements, play on current events and trending videos to find inspiration for your content! It's important to create content that's not only informative, but also attractive.

• A map of Paris showing the location of your restaurant and the various events in the area
• A Reel where servers pass the flame to each other
• A carousel "Proofing period tutorial".
• Etc...

💡 For 35 Instagram Reel ideas for your restaurant, visit in this article. And for those who want to produce their content themselves without being an expert, find all our photo tips in this article.

4. Promote its news, offers and new products, special for the event

Anticipate and arouse curiosity by sharing teasers about your special dishes, events, exceptional discounts, promotions... linked to sporting events. Involve your audience by inviting them to share their ideas for special themes or activities in comments. Stories are also a great way to engage with your community on the expected arrival of events.

Publicize your restaurant's program, such as viewing parties, as early as possible, with attractive visuals, highlighting special offers and new opening times, and creating a festive atmosphere. In this way, you can encourage early bookings. For this, you can also now add in your Instagram post captions: "Open from July 26 to August 11, 2024", or even launch a countdown on your stories!

💡 Our customer Iovine's has already started sharing content about their special pizza for the events they've named on their menu.

5. Translate your content into English

Don't forget that you're trying to attract foreign customers too! Add an English version to your caption or content written in French.

6. Create a special "summer 2024 events" anchored story on your restaurant's Instagram page.

Share behind-the-scenes footage, special preparations, and exclusive moments to immerse your audience in the atmosphere. This "Headlines" story will also let you share important information about the events in your restaurant.

💡 We give you in this article ideas for stories that work.

7. Interact with local athletes

Identify local athletes on social media and create a dialogue. Offer special promotions in their honor and invite them to share their experiences in your restaurant.

8. Monitor event trends for restaurant inspiration

As the competition approaches, videos on this topic will be flooding social media. Adapt your content in real time to reflect popular topics, whether by sharing interesting facts, relevant memes, or participating in viral challenges.

9. Launch targeted ads

Sponsored campaigns on Instagram and Facebook allow you to target prospects fairly precisely: age, interests and location in particular. Segment your ads according to event-related interests. Use geotargeting to effectively reach users in your neighborhood, focusing on your restaurant's sports offers and experiences. It's essential to launch campaigns with quality photos and feature a relevant "call to action" such as "get delivered", "order" or offer promotions.

10. Encourage customer-generated content

A restaurant's customers are its first ambassadors, and it's from them that the buzz can come, so you need to prepare the tools to create it. Launch special campaigns to encourage customers to share their experiences. Create incentives, such as contests, to stimulate participation. Highlight this content on your social media to reinforce the community connection.

11. Invite influencers to your restaurant before the event

4 out of 5 Internet users consume a product recommended by a content creator. Influencer marketing today has significant, even viral, traffic power. Identify influencers who share a passion for sports. Offer them an exclusive experience in your restaurant in exchange for publications on social media. Make sure their content aligns with the theme of your establishment.

Inviting content creators allows you toraise your profile thanks to the influencer's, which in turn leads to more traffic to your restaurant, and therefore more bookings. And all within an almost immediate timeframe.

💡 Engage influencers with an international community: @myparisianlife / @mylifelivingabroad / @aparisianjourney / @meetmeinparee / @preetigills

💡 Beware of fake influencers: we explain in this article how to spot them!

12. Collaborate with other local businesses

Create genuine partnerships with local businesses sharing an interest in the competition. Organize joint events and maximize your visibility through collaborative publications.

13. Organize contests on social media

Boost engagement by organizing stimulating contests. Ask event-related questions, propose fun challenges, and reward participants with special offers in your restaurant or sports-themed merchandise.

14. Extend efforts after the Summer 2024 events.

Keep up the engagement once the competition is over. Share highlights, thank your customers for their support, and continue to promote offers to keep your community interested. Create a sense of continuity after the event.

Don't forget to orchestrate your social media action plan well before the festivities kick off, generating excitement and maximizing interaction. Remain vigilant on social media platforms, respond promptly to customer interactions and maintain the excitement throughout the event.