Content strategy for restaurants
Your kitchen is already content. You’re just not filming it.
Diners pick where to eat on their phones. The places winning aren’t the fanciest. They’re the ones people feel they already know.
Sound familiar?
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You post food photos and nothing happens
A plate on a table looks like every other plate on every other feed. People follow people, not entrées.
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Nobody has time
Your best people are on the line during service. Content can’t be one more job nobody owns.
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You pay delivery apps to be found
Every order through an app is rented attention with a commission on top.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
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01
The person behind the pass
Pick the cook, server or owner who already talks to guests like regulars, and put one camera on them doing their job. One fine-dining spot did this with their wine pourer and got millions of views a video.
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02
The thing only you do
The sauce you make every morning, the supplier you drive to, the dish you refuse to take off the menu. Show the work, not the finished plate.
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03
Answer what guests ask
Is it worth the wait, what should I order first, can I bring the kids. Every question at the host stand is a video.
I did it for my own business first.
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298M+
Organic YouTube views across two channels
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424K
Subscribers on the main channel
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1,663
Videos published
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$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
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01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
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02
Roadmap
You get written actionables: what to make, who should make it, and how often.
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03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
We’re a single location. Is this worth it?
Often more than for a chain. A single location lives on regulars, and content is how strangers start to feel like one. The audit will tell you if the numbers make sense for you.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your restaurant should be posting.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit