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AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTRecruit Marketing for Restaurants
Applications don't come after a pay rise because candidates can't see what the restaurant is actually like. We show a day in the kitchen and on the floor on video, and take applications through a recruitment landing page and LINE.
TikTok
Instagram
Meta ads
LINE Official
Numbers
58.6%
Six restaurants in ten are short of part-time and casual staff
Share of restaurants reporting a shortage of non-permanent staff. The second highest of any sector
Teikoku Databank, Survey of Corporate Labour Shortages, January 202610.0×
Ten firms compete for every restaurant manager
Jobs-to-applicants ratio for restaurant managers. Front-of-house roles sit at 5.0, so five firms compete for each candidate
Ministry of Agriculture, Forestry and Fisheries and Ministry of Health, Labour and Welfare, Labour-Saving Investment Plan: Food Service, June 202564.7%
Of school leavers who join, two in three leave within three years
Turnover within three years among school leavers joining accommodation and food service. For university graduates it is 55.4%
Ministry of Health, Labour and Welfare, Turnover Among New Graduates, published October 202574.4%
At peak, nobody comes without a higher hourly rate
Share of food service companies who plan to advertise with an hourly premium at peak. The average premium is 5.4%
Mynavi, Corporate Survey on Part-Time Recruitment, November-December 2024 (n=1,500, weighted by sector)2.19m yen
Value added per head is the ceiling on pay rises
Value added per employee in food service. Less than a quarter of the 9.17m yen all-industry average, so you can't win on hourly rate alone
Ministry of Agriculture, Forestry and Fisheries and Ministry of Health, Labour and Welfare, Labour-Saving Investment Plan: Food Service, June 202580.8%
People looking for work find restaurants on social and video too
Share of Gen Z who come across restaurants they are interested in on social and video platforms. A place seen as a customer becomes a place to apply
Fast Marketing, How Gen Z Finds Restaurants, January 2025 (Gen Z who research on social, n=360)Issues
01
A job posting carries the hourly rate, the shifts and the walk from the station. Restaurants in the same catchment line up, and people compare on a few tens of yen.
The fixWe put into words why people stayed and where the restaurant quietly wins, and use it as the video and landing page copy.
02
How busy does the kitchen get? Can you take a break? The things people most want to know never appear on a posting, and the application stops there.
The fixWe film from prep through the peak in first person, showing the busy hours without hiding them.
03
Short days get filled with gig workers, and listing fees don't come back when nobody applies. Neither leaves you with anything.
The fixWe advertise only to people who can get there, and watch cost per application in a form you can stop month by month.
Solution
01
We work with the manager to put into words why the long-serving staff stayed and where the restaurant quietly wins. That becomes the video and landing page copy.
02
We follow the flow of service in first person. The busy hours and the first jobs anyone gets handed are shown without hiding them, so people who wouldn't fit drop out naturally.
03
We put the application form and 'add us on LINE' side by side, and finish scheduling and reminders inside LINE, on the assumption that contact breaks.
04
We narrow delivery by radius from the site and by age, and move budget to the videos with the lowest cost per application. Unlike listing fees, the delivery can be stopped month by month.
What we watchViews, average watch time, profile visits
What we watchSaves, link clicks, DMs
What we watchCost per application, applications
What we watchArrivals at the landing page, form completion rate
What we watchInterview rate, attendance on the day
This set-up is just one example. The roles you are hiring for and the number of sites change the order.
Results
Restaurant / hiring & marketing
An account launched alongside the opening, where video aimed at customers also took applications.
370 applications for part-time roles
6.3m monthly views over the same period
Related example — hair salon
Short video kept showing the feel of the people working there, and graduate applications rose from 6 to 180.
30x more graduate applications
6 → 180
All a job posting can carry is the terms.
The workplace itself only shows up on video.
Process
All the site provides is the time to film
Phase01
It starts with who is missing, and in which hours.
We ask about shortages on the floor, in the kitchen and among manager candidates, what you spend on job boards and gig platforms, and your retention. We also draw out why people stayed.
Phase02
We film the flow of service as it is.
From prep through the peak to closing down, filmed in first person, with a short interview added where useful. No faces is a perfectly workable condition.
Phase03
We build the place applications land first.
A dedicated recruitment landing page, ad banners and video per site, produced by us. The LINE application path and the ad account get set up at this stage too.
Phase04
We deliver as little as ten working days after filming.
We run the delivery for you in the first month, setting the area and time of day around the site and checking applications and cost per application daily.
Phase05
Budget moves to the videos that are working, and keeps cycling.
We keep fixing the landing page headline and the opening seconds, and extend whatever worked to the other sites. Applications and cost per application come monthly.
FAQ
It works for both, but the video changes. For part-time roles, short video showing the day as it is. For permanent and manager roles, a format where a colleague speaks in their own words.
It works without faces. First-person filming shows the flow from prep to the peak through the hands and the line of sight alone. Consent from anyone appearing is taken in writing.
We don't build it on that assumption. We work out what you currently spend on hiring, then consider how much can move to your own video and accounts.
There are. Under the Employment Security Act, a social post must display the employer's name, address and contact details, the duties, the location and the pay. We build that display into the post template.
The video doesn't cut to the good parts only. The peak-hour rush and the first jobs anyone gets handed are both shown. The aim is that people who wouldn't fit don't apply, which lowers the total cost of hiring.
You can start with one. For groups, running a pilot at the site struggling most and taking applications and cost per application to the others is, in our experience, the surer order.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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