Bringing Your Restaurant’s Story to Life with Smartphone Storytelling
When you think of social media content for your restaurant, you probably picture beautifully plated dishes, bustling kitchens, and happy customers enjoying meals. But here’s the reality: your customers aren’t just hungry for food—they’re hungry for connection. They’re on social media to be social, and they want to know you, your story, and the magic happening behind the scenes.
Hi, I’m Matt Plapp, Chief Energy Officer of Restaurant Marketing That Works. My passion is helping restaurant owners like you create massive attention and excitement around your brand to drive sales. Today, I want to talk about a game-changing way to use social media: turning your restaurant into a reality show.
Be the Star of Your Restaurant’s Story
Picture this: It’s the year 2000. Survivor debuts on CBS, and the nation is glued to their TVs, eager to see what happens next. Fast forward to 2024, and guess what? It’s your turn to be the star of the show.
Most consumers have no idea what it’s like to run a restaurant. They’d love to know the person behind the brand, the journey that brought you here, and the challenges you face daily. Yet too many restaurant owners hide behind generic food photos, missing the opportunity to create real connections.
Embrace the Camera (Even If It’s Uncomfortable at First)
I get it—being on camera can be intimidating. My first videos were rough. But like anything else, it gets easier with practice. The key is to get your swings in and accept that you might not be perfect at first. Your customers aren’t looking for perfection—they’re looking for authenticity.
What Stories Should You Tell?
Here are my favorite types of content to connect with your audience:
1. Your Story
- How did your restaurant get its name?
- Why did you choose this neighborhood or type of cuisine?
- What inspired you to start this journey?
2. Your People
Your employees are the heartbeat of your restaurant. Highlight their stories:
- A server who just graduated college.
- A chef who’s been with you for 15 years.
- A dishwasher who’s a local high school football star.
These personal stories create emotional connections with your audience.
3. Behind-the-Scenes Magic
Customers love food, but they love the process even more. Show them:
- Flames roaring in the kitchen.
- Pizzas bubbling in the oven.
- The prep work that transforms raw ingredients into culinary masterpieces.
When you share your passion for what you do, it resonates with your audience.
Share Everywhere (But Strategically)
While this video is made for YouTube, that doesn’t mean it has to stay there. Social media platforms like Facebook, Instagram, TikTok, LinkedIn, and YouTube Shorts are all free tools to amplify your reach.
That said, tailor your content for each platform. For example:
- Content made for Instagram might not perform as well on TikTok.
- Videos designed for YouTube may not resonate on Facebook.
Start by focusing on one platform and getting good at it, but don’t neglect the others. Even a few extra views on a less-used platform can make a difference.
Real-Life Success Story
Take Bana and Jonathan Cowan of Wooden Paddle near Chicago. They embraced behind-the-scenes storytelling, chronicling the highs and lows of opening their second location. They showed the steel deliveries, talked to the construction superintendent, and shared their vision with their customers.
At the same time, they showcased the magic happening at their first restaurant—giving their audience a front-row seat to their journey. This approach turned their followers into invested fans, eagerly watching their story unfold.
Your Challenge
Grab your phone. Start recording. Tell your story. Your customers want to see the people, processes, and passion behind your brand. And don’t worry about being perfect—your audience isn’t expecting perfection.
It’s time to turn your restaurant into a social media reality show and bring your story to life. Let your smartphone be your storytelling tool and make social media social.
Let’s connect! Like, comment, and share this blog with a fellow restaurant owner who could use a push to embrace their story.
Here’s to your journey,
Matt Plapp
