Instagram marketing: the complete guide!

Everything you need to know in 7 secrets to make your restaurant a reference on Instagram! An e-book by Malou and Zenchef 👨‍🍳

What's the point of Instagram for a restaurant?

In 15 years, Instagram has gone from being the "new social network" to the"temple of foodies". Today, it's arguably a marketing tool in its own right for restaurant and catering professionals . 

For a restaurant, an Instagram account is :

• An online showcase (and open-air menu) where you can spread your brand identity and build brand awareness (a culinary medium, in a way). Every story, every post is an opportunity forstorytelling and generating desire;

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• A customer acquisition tool: both loyalty (interacting with your subscribers, keeping them coming back) and new customer acquisition.

How does Instagram help you capture more customers ? Thanks to high-reach formats like Reels, booking plug-ins in your bios (Zenchef demo in the ebook above!) or tagging micro influencers.

You'll find all these tips (and more) in our ebook.

Restaurant owners: steps to a successful Instagram account

We've put them all together in this ebook!

These key steps in broad outline are to create :

• A strong editorial line or brand image (your tone, your photos, your favorite dishes);
• An organization designed to bring customers back to you (your bio, links, call to actions);
• A regular, intelligent distribution strategy;
• A strategy for engaging your subscribers and getting them to react (e.g. replying to messages)
• A sponsorship or competition strategy.

Excerpt from the ebook Instagram: stand out and succeed in your shots

A successful brand isone you recognize at a glance.

It's all a subtle mix of colors, fonts, hues, content...

👉 Malou's tips for making every photo and post a success :

• Use natural light (preferably in the morning);
• Emphasize light in your settings (exaggerate contrasts);
• Avoid filters at all costs (except in stories);
• Take your photos overhead (just above the flat);
• Vary the subjects of your photos (a shot of a dish, an entire table, cocktails, the wine cellar, etc.);
• Show people (faces make interactions take off).

Final tip: take a look at what your competitors are doing! Scan your establishments with the Malou diagnostic to see how you position yourself in the market!

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