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SNS Account Management for Restaurants

Social Media Management for
Restaurants

Where diners find a restaurant has moved from restaurant portals to Instagram and TikTok. We run the concept, filming, editing, posting and analysis, and filming is batch filming that never stops service.

  • TikTok
  • Instagram
  • YouTube

Numbers

Closures come down to covers. Diners find restaurants on social, and restaurants post announcements

83.3%

Eight in ten closures come down to too few covers

Share of restaurant insolvencies attributed to weak sales. Not input costs, not staffing: covers are the biggest reason

Tokyo Shoko Research, Restaurant Insolvencies, H1 2026

52.2%

Younger diners go not to portals but to Instagram

Instagram is where Gen Z most often look for somewhere to eat. TikTok comes in at 15.3% and restaurant portals third at 9.8%

StorePro, How Gen Z Finds Restaurants, 2025 (n=1,012), independently checked

80.8%

Where they meet them is social and video

Share who come across restaurants they are interested in on social and video platforms. Instagram 67.5%, YouTube 48.1%, TikTok 46.1%

Fast Marketing, How Gen Z Finds Restaurants, January 2025 (Gen Z who research on social, n=360)

79.1%

Eight restaurants in ten use Instagram

The platform restaurants most use on social. Facebook 47.1%, X 26.2%, LINE official accounts 18.1%

Synchro Food, Survey on Social Media Use by Restaurants, May 2024 (restaurants, n=393)

79.6%

And yet what they post is announcements

The most common thing restaurants post on social: opening days and hours. New menu announcements follow at 72.9%

Synchro Food, Survey on Social Media Use by Restaurants, May 2024 (restaurants, n=393)

48.3%

Only half of them see any effect

Share of restaurants who feel Instagram is doing something for footfall and awareness. Opening an account and getting a result are two different things

Synchro Food, Survey on Social Media Use by Restaurants, May 2024 (restaurants, n=393)

Issues

Four things that actually get stuck when restaurants run social media

Illustration of an owner watching a jagged bookings chart, with a full dining room at night and empty tables at lunch

01

Announcements go out and never reach anyone new

The posts become opening days and new menu announcements, and the only people they reach are regulars who already know you.

The fixWe narrow to three to five themes and keep promotional posts to one in ten. The restaurant's own view and the experience go out.

Illustration of a chef with both hands full of pans, beside a tripod-mounted camera left unused

02

Filming stops halfway through the month

With nobody to spare for filming and editing, the posts tend to stop in the busiest months. Restart and the growth doesn't come back.

The fixBatch filming timed to prep and the quiet hours means the posts keep coming even in a busy month.

Illustration of a customer comparing star ratings and review bubbles

03

It can't be counted as a visit

A restaurant that catches the eye gets saved first and visited later. Without a path through maps and bookings, it breaks there.

The fixWe put the maps and booking paths in order and report saves, directions requests and bookings monthly.

Illustration of a lone chef working pans in the kitchen, with empty staff lockers and apron hooks behind

04

Nothing to choose you on but the hourly rate

On a job posting everyone looks the same on pay and shifts. How busy the kitchen gets and how breaks work never appear, so people leave once they find out.

The fixWe film the staff view the same day and use that video in the job ads unchanged.

Results

Managed social media results and examples in restaurants

The social media account of Sugary, an açaí bowl shop

Restaurant / SNS & POV

Sugary, an acai bowl shop

TikTok and Instagram launched alongside the opening, run on nothing but the ideas that bring people in.

6.3m views in the best month
17,000 total followers, 370 part-time applications

POV video from Tokyo Tenryu's pudding workshop

Pudding / SNS & POV

Tokyo Tenryu

Managed accounts showing the back of a pudding workshop in POV. One video passed a million views on its own.

Over 2m views a month from 4 posts
2,300 new followers, 1,424 saves

NO IMAGE

Kitchen Car / SNS & POV

A braised-pork burger food truck

A day in the life of a food truck touring events across Japan, in first person, with the heat of the venue and the sound of cooking in the lead.

460,000 views on TikTok in a week
370,000 on Instagram (weekly figures, February 2026)

You are already posting plenty of announcements.
What's missing is what happens inside the restaurant every day.

Process

From account design through batch filming to measuring visits: how it actually runs at a restaurant

Workflow

From the first conversation about where you stand through posting and improvement, supported without a break

Illustration of designing the account working back from the visit target

Phase01

Account strategy
  • The days and hours you want filled
  • Catchment and clientele
  • Per site or per brand

It starts with which days and which hours you want filled.

We ask about empty seats on weekdays, average spend and the split between regulars and new diners. For a group, we look at how the catchments overlap and decide here whether accounts sit per site or as one brand.

Illustration of the concept phase, researching what works in the category and turning it into scripts

Phase02

Concept and script
  • Winner research
  • Designing the first three seconds
  • The monthly posting plan

We settle the scenes worth watching, outside the announcements, first.

We research the formats performing in the category and pick only the angles that overlap with the restaurant's strengths. Themes get narrowed to three to five, with scripts and beat-by-beat timings worked up.

Illustration of batch filming at the restaurant during prep

Phase03

Filming (batch shoots)
  • Prep and quiet hours
  • POV filming (Insta360)
  • Cross-site material for groups

Several videos filmed in one go, without getting in the way of service.

We visit once or twice a month during prep or the quiet hours and film on equipment optimised for first-person capture. Kitchen hygiene procedures and the agreed filming scope are non-negotiable.

Illustration of editing vertical video with on-screen text and sound design

Phase04

Editing and review
  • Sound design built on the cooking
  • On-screen text and thumbnails
  • The pre-publication check

The sound stays, at a pace people will watch.

We finish at a pace built around completion and save rates, keeping the teppan and the charcoal as they sound. Publishing happens after the pre-publication check.

Illustration of the analysis phase, swapping formats against post-publication numbers

Phase05

Posting and analysis
  • Early-signal read (12–48 hours)
  • Taps through to maps and bookings
  • Monthly reporting

We identify what grew and reconcile it with the visit numbers.

We identify what grew in the first 12 to 48 hours and produce more on the same angle. Monthly reporting runs saves, profile visits, directions requests, bookings, in that order.

FAQ

Questions we are often asked by restaurants

We can't spare anyone to film during service. Can this still work?

You don't need to spare anyone. Filming completes in one or two batch shoots a month during prep or the quiet hours, and our crew comes to you. The kitchen hygiene procedures and what may be filmed get agreed with the manager before the first shoot.

Our staff don't want to appear. Does it work without faces?

It does. Leaning on ideas built around the hands, the line of sight and the sound of cooking is the reliable route. Where people do appear, we take consent in writing and agree up front what happens to posts if they leave.

Should we drop Tabelog and Hot Pepper?

Honestly, we won't propose dropping them. The restaurant portals stay as a channel, while we grow commission-free visits on the social and maps side. The judgement is cost per booking.

We have several sites. Should the accounts be split by site?

Sites whose catchments don't overlap work as one brand account; sites in separate catchments, like different entertainment districts, are better split. We film cross-site material first and swap only the site name and address.

Even if views grow, won't visits stay flat?

We don't run it chasing views. The first thing we put in order is the path from the profile to maps, bookings and applications. After that we watch saves, directions requests, bookings and the number of visits where someone saw the video, monthly.

We're worried about a backlash or a staff prank going viral.

Before anything runs we agree the filming rules, the staff posting guidelines and the pre-publication check, and put them in the contract. What isn't filmed, and who reviews before publishing. That belongs at the start.

Services

Every social marketing service can be taken
on its own or in combination

View the full service lineup

Managed social media for
restaurants.
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we're always happy to talk

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