17 viral marketing strategies for restaurants
The best restaurant marketing strategies of today don’t rely on billboards or boring food pics … they’re built on clear positioning, fast execution, and creative content people actually want to engage with.
Whether you’re trying to get more locals in the door or build a brand people talk about, the strategies below can help.
And if your current marketing feels stuck or you’re not sure where to focus next, we can guide you step by step.
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral social media strategies for restaurants
- Viral TikTok strategies for restaurants
- Viral Instagram strategies for restaurants
Making luxury food feel accessible to everyone
The biggest shift in restaurant marketing is making premium dining feel achievable rather than exclusive. Instead of positioning expensive dishes as only for special occasions, successful restaurants are showing real people enjoying high-end food and making it feel like something anyone deserves.
Geoduck Alchemy (16M views) shows a customer bringing his own geoduck to be prepared "Asanebo style." The chef expertly transforms this unusual ingredient while explaining each step, making exotic seafood preparation feel approachable. The Caviar Cheeto Conundrum (84M views) features a customer adding $200 caviar to a simple chip bag meal, breaking down the barriers between street food and luxury ingredients.
This works because it reframes expensive food as something worth experiencing, not just admiring from afar. By showing the preparation process and real reactions, restaurants make premium offerings feel more accessible and less intimidating.
@asanebo.restaurant Jumbo Clam #explore #food #sushi #japanesefood ♬ original sound - Asanebo Restaurant
Creating suspense with the slow reveal
The most engaging food videos build anticipation before showing the final dish. They create a journey where viewers have to wait to see what's being made, keeping them glued to the screen.
The Dim Sum Cascade (964.7M views) shows steamers being unstacked one by one, revealing different dishes with each layer. Each reveal acts like unwrapping a present. Sushi Overload (31.9M views) starts with rhythmic chopstick tapping on an empty plate, building tension before an enormous sushi platter appears with dry ice effects.
The key is making people wonder "what's coming next?" This curiosity gap forces viewers to watch until the end, dramatically boosting your completion rates and making the algorithm push your content harder.
@shirafuluxembourg Sushi & gossip – the perfect combo 🍣✨ 📍Shirafù Kirchberg 5 Rue Alphonse Weicker L-2721 Luxembourg 🇱🇺 #sushi #sushilovers #sushirestaurant #foodtok #foodies #relatable #fyp ♬ original sound - Shirafù_Luxembourg
Turning regular customers into content stars
The most authentic marketing comes from featuring real customers with genuine reactions, not polished influencers.
People trust content that feels unscripted and spontaneous.
A Viral Pizza Prank (1.3M views) shows a simple interaction where a tall customer "owes" a shorter person pizza, featuring what appears to be a real NHL player. The Clever Customer Bait-and-Switch (0.6M views) features actual staff members playfully revealing they're not looking for boyfriends or husbands, but more customers.
Real people create real connections. Their genuine surprise, laughter, or amazement feels more trustworthy than any paid advertisement. This authenticity makes viewers more likely to visit your restaurant.
The "send this to someone" challenge format
Videos that explicitly tell viewers to tag specific people create instant engagement and reach. They turn passive viewers into active sharers by giving them a clear reason to involve their friends.
The "Chorizo Surprise" Taco (3.2M views) opens with "SEND THIS TO THAT ONE HOMIE WHO WOULD EAT THIS" before showing a suggestively shaped taco. A Viral Pizza Prank (1.3M views) instructs viewers to "SEND THIS TO" someone shorter than them who "owes" them pizza.
It's one of the classic viral formats we have noticed.
This strategy works because it gives people permission to playfully tease their friends while promoting your restaurant. The specific targeting ("that one homie," "shorter than you") makes the sharing feel personal and intentional.
Showing extreme technique that looks impossible
Videos featuring incredible skill demonstrations capture attention because they showcase mastery that seems almost superhuman.
People love watching experts do things they could never do themselves.
The Viral Chop (2.8M views) shows a chef demonstrating four different onion-cutting techniques with lightning speed and precision. The Chef's Secret For Scrambled Eggs (7.5M views) reveals professional techniques like brown butter and off-heat cooking that most home cooks don't know.
The key is demonstrating techniques that make viewers think "I had no idea you could do that." This creates aspirational content that people save for later and share with others who cook.
@roerestaurant Happy Saturday! Here’s how to make scrambled eggs like a chef. 🙌 #scrambledeggsrecipe #cheflife🔪 #londonrestaurantscene ♬ Safe and Sound Capital Cities - Jake Krantz
Creating controversy through unexpected combinations
Some of the most viral content sparks debate by combining things that shouldn't go together. The controversy itself drives engagement as people argue in the comments.
The "Sushi Pizza" Sensation (20M views) fuses Japanese and Italian cuisine in a way that makes purists debate whether it's authentic. The Caviar Cheeto Conundrum (84M views) combines $200 caviar with Flamin' Hot Cheetos, creating heated discussions about food waste and creativity.
The arguments themselves become part of your marketing. Even negative comments boost your reach because the algorithm sees engagement as engagement, regardless of sentiment.
The satisfying "money shot" moment
Every viral food video needs that one perfect moment that makes viewers' mouths water. It's usually the moment when the food is at its most appealing - cheese stretching, sauce drizzling, or the perfect bite.
The Birria Money Shot (2.6M views) focuses entirely on meat so tender it falls apart when gently squeezed. The Sizzling Spectacle Steak (5.5M views) captures the dramatic moment when hot oil hits steak, creating an explosion of steam and sizzle.
This pattern keeps popping up in our breakdowns of viral content.
These moments work because they trigger a physical response - people actually salivate watching them. That visceral reaction translates to likes, saves, and shares as viewers want to experience or show others that perfect food moment.
Celebrating customer stories and journeys
Content that features customers who went to great lengths to visit your restaurant creates powerful word-of-mouth marketing. These stories show how much people value your food.
The Viral Food Truck Exchange (2.5M views) features a customer who drove 16 hours with a broken leg just to get food from a specific truck. The owner's warm reaction and care for the customer becomes the real story.
These testimonials feel authentic because they showcase real dedication. When someone travels hours for your food, it sends a stronger message than any paid advertisement could.
Using familiar sounds to trigger cravings
The best food videos don't just look delicious - they sound delicious too. Certain sounds immediately make people hungry and create that satisfying ASMR effect that keeps them watching.
The Sizzle and Slice (25M views) captures the perfect sounds of steak being sliced, with each cut producing that satisfying thud. Sushi Overload (31.9M views) uses rhythmic chopstick tapping to build anticipation before the big reveal.
These audio cues work on a subconscious level. The sizzle means hot, fresh food. The chopstick rhythm creates suspense.
People often watch these videos multiple times just for the satisfying sounds.
@argentiniansteakhouse Argentinian Steakhouse, Timișoara 🔥 #romania🇷🇴 #timisoara #argentiniansteakhouse #vitaargentina #carnematurata #steakhouse #antricot #antricotcuos #ribeye #boneinribeye ♬ original sound - argentiniansteakhouse
Creating signature moves and catchphrases
Restaurants that develop recognizable actions or phrases create a brand identity that people remember and quote. These become associated specifically with your establishment.
The Pizza Ritual and the "Shark Bite" (1.6M views) features a customer's signature "SHARK BITE!" yell before attacking a towering pizza stack. The Labubu Sushi Surprise (2M views) ends with the chef's distinctive "Asanebo Style!" catchphrase and thumbs up.
These signatures become shorthand for your brand. When people remember and repeat your catchphrase, they're essentially doing free marketing for you every time they use it.
Highlighting the theater of cooking
The most captivating content shows cooking as performance art, not just food preparation. The drama of the process becomes as important as the final product.
The Sizzle and the Sell (12M views) captures pizza cooking in a wood-fired oven with dramatic flames dancing in the background. The Serpentine Sushi Symphony (12.9M views) uses dry ice and dramatic lighting to turn a sushi display into a mystical experience.
People don't just want to see food being made - they want to witness something spectacular. The cooking process itself becomes entertainment worth sharing.
@_sushique Put your heart, mind and soul into even your smallest acts. This is the secret of succes 👏🏼 #sushi#sushique#sushitime#sushilover#sushilovers#sushigram#food#foodie#foodphotography#foodstagram#foodforfoodies#foodfeed#reels#reelsinstagram#trending#viral#viralreels#trendingreels#trendingnow#viralvideos#business#businesswoman#passion#unique#oneofakind ♬ En Vogue Dont Let Go Voceux - voceux
Making mistakes part of the charm
Sometimes the most endearing content comes from things going wrong, as long as you handle it with humor. These human moments make your staff more relatable and likable.
The Floor Pizza Inspection (4.5M views) shows a chef seriously examining a pizza that fell on the floor, treating it like a medical patient. The "Oops Haha" Effect (2.3M views) features an accidental camera flip that reveals a surprised server, turning a mistake into charm.
These moments work because they show the human side of your operation. Perfect is boring - slightly imperfect with good humor is memorable and shareable.
Building anticipation through time and effort
Content that emphasizes how long or how much work went into creating a dish makes the payoff feel more valuable.
People appreciate effort and dedication.
The Birria Money Shot (2.6M views) opens by stating the meat cooked for 16 hours, immediately setting expectations for something special. The Colossal Cow Leg Conundrum (5.2M views) emphasizes "21 hours" of smoking time for their massive cow leg.
When people know something took significant time or effort, they value it more. This time investment becomes part of the story and justifies both the price and the hype around your food.
Showing abundance that feels almost wasteful
Videos featuring overwhelming quantities of food trigger a primal fascination with abundance. Even if it seems excessive, people can't help but be impressed and share the spectacle.
The "Meat Tsunami" Effect (7.3M views) shows a massive BBQ platter sliding into frame after someone asks "Anyone order this?" The Enormous Platter (102M views) features a breakfast challenge so large it requires both hands to hold, asking viewers who they'd call to help finish it.
These displays work because they represent ultimate indulgence. Even if people would never order that much food, they love seeing and sharing examples of extreme abundance.
Using cultural contrasts to spark discussion
Content that highlights differences in how cultures approach food creates natural conversation starters. These observations feel relatable to people from different backgrounds.
Cultural Dining Observation (1M views) shows Western customers eating individual portions at a Chinese restaurant instead of sharing dishes family-style, sparking discussion about dining customs.
These cultural moments work because they make people reflect on their own habits while learning about others. The gentle humor helps people share observations without being offensive.
@oldjinlilondon He's eating the steamed fish like fish and chips 😳 #chinese #asian #asianfood # china #chinesefoodlover #oldjinli #oldjinlilondon ♬ Into The Thick Of It! - The Backyardigans
Creating unexpected educational moments
The most successful content teaches viewers something they didn't know, especially when it comes from watching a professional work.
People love learning secret techniques or insider knowledge.
Decoding the Migas Starter (4.6M views) explains why garlic should be added to cool oil rather than hot oil to extract maximum flavor. The Braised Fish Betrayal (1.2M views) teaches traditional African cooking techniques while telling a compelling personal story.
These educational elements make people feel smarter after watching. They save these videos to reference later and share them with others who might appreciate learning the technique.
@food_by_dania #RestaurantLeRégalYaoundé #restaurantyaounde #livraisonrepas #mimboman ♬ son original - Restaurant Le Régal
Transforming simple interactions into events
The most viral content takes ordinary restaurant moments and presents them as something special worth documenting. Every interaction becomes an opportunity for entertainment.
The Pizookie Portal (17M views) transforms a simple dessert order into a magical experience where the table becomes firewood and the restaurant becomes a campfire. The Uncle's Wok Symphony (1.5M views) pairs comedian Russell Peters' bit about Chinese restaurant menus with actual skilled wok cooking.
These work because they elevate everyday moments into something worth sharing. Regular service becomes an experience people want to tell their friends about.
@bjsrestaurants Sometimes dreams take a little magic to come true. Welcome the NEW Graham Cracker S’mores Pizookie® and enjoy one every day, for 4 months with the Pizookie Pass™. 🔥🍫🍪 #letspartysmore@Zach King ♬ original sound - bjsrestaurants
Napolify's Resources
- More than 500 viral content pieces analyzed
- Case Studies of viral accounts (Tiktok, Instagram and Facebook)
- Free Marketing Tools & Calculators
- Latest Tiktok Trends
More blog posts
- Viral social media strategies for restaurants
- Viral TikTok strategies for restaurants
- Viral Instagram strategies for restaurants