Social Media Marketing in the Service Industry

Platforms like Facebook, Instagram, Twitter, and TikTok are becoming increasingly important in online marketing. Not only young people but almost all customer groups use social media regularly. Therefore, promoting a restaurant on social media is no longer optional — it is essential for attracting new customers and retaining existing ones.

What is Social Media Marketing?

When a business uses social media in a planned and goal-oriented way to support business objectives, this is called Social Media Marketing. The main goals are:

• Maintaining existing customers
• Attracting new customers

In Germany, around 80% of the population used social media (as of 2021). This presents a major opportunity for restaurants — from small cafés to established restaurant chains — to engage directly with their customers.

One key indicator of success is the engagement rate: how frequently users like, comment on, or share your content. A high engagement rate signals an effective marketing strategy.

Benefits of Social Media Marketing for Restaurants

Increase Customer Loyalty

Social media enables direct communication with customers through likes, comments, and post shares. When customers receive fast, genuine responses, they feel valued. This is an effective way to retain loyal customers and increase repeat visits.

Low Cost, High Efficiency

Creating a business page on Facebook, Instagram, or TikTok costs almost nothing. If you maintain it with regular, high-quality posts, your social media presence will gradually increase loyalty and brand recognition without substantial marketing expenses.

8 Tips for Effective Social Media Marketing

1. Define Your Brand Clearly

Everything you post on social media needs to be consistent and reflect the essence of your restaurant.

• Consistent brand identity: Use coherent colors, fonts, and visual styles.
  Example: If your restaurant has a minimalist style, your posts should feature neutral tones and sharp imagery.
• Tone of voice: Choose one writing style (friendly, humorous, professional, cozy) and stick to it.
• Hashtags: Create and promote a unique brand hashtag (e.g., #YourRestaurantName) to help customers find and share experiences about your restaurant.
• Partnerships: Collaborate with food bloggers, review pages, or beverage brands to exchange links and boost visibility.
• Brand presence in physical space: Design napkins, packaging, signage, or interior decoration so that your branding naturally appears in customers’ photos.
  

2. Optimize Search Visibility on Google (SEO)

Although social media is the focus, optimizing for Google helps customers find you more easily outside social platforms.

• F&B keywords: Incorporate keywords customers commonly search for (e.g., “quiet café in Berlin,” “good Italian restaurant,” “affordable seafood buffet”) into your website, social media descriptions, and Google Maps listings.
  
• Fast page load time: Ensure your website and social pages load quickly — customers will leave if they have to wait.
  
• Cross-linking: Link your website and all social channels clearly and consistently.
  
• Accessible content: Make sure menus, promotions, and updates are readable and easy to navigate — especially on mobile devices.
  

3. Provide Complete Contact Information

Do not make customers hunt for your details. The easier the communication, the higher the conversion rate.

• Basic information: Your address, phone number, email, and opening hours must be displayed clearly.
  
• Multiple communication channels: Besides calling, activate options like online table booking via Messenger, Zalo, or third-party apps. Offer a quick-response channel for inquiries.
  

4. Create Valuable Content

High-quality content is essential for retaining followers, so you should not only post sales-driven messages.

A clear posting plan helps maintain consistency — aim for two to three posts per week to keep your page fresh and engaging.

Your content should also be diverse:

• Product-related posts: New dishes, seasonal menus, or special deals.
• Behind-the-scenes content: Tips on eating/food, ingredient origins, stories about chefs or founders. These create depth and relatability.

To boost engagement:

• Organize mini-games
• Ask customers to vote for their favorite dishes
• Create fun quizzes with small rewards
  

These activities encourage comments and shares, increasing your brand’s organic reach.

5. Build Trust Through Authenticity

Today’s customers trust real reviews more than direct advertising. Leveraging user-generated content (UGC) is extremely effective.

• Create attractive photo spots for customers to take pictures or videos and tag your restaurant.
• Respond to comments and messages politely and promptly — this builds professionalism and warmth.
• Repost customer-created photos or videos. Authentic content resonates more than polished studio images. 

Influencer or KOL collaboration also enhances brand visibility. Choose individuals with:

• High engagement rates
• An audience that matches your target customer segment

When influencers share genuine experiences at your restaurant, the promotional impact is much stronger than traditional ads.

6. Interact Directly With Customers

Social media is a conversation, not a one-way broadcast.

• Response time: Reply to messages and comments within a few hours (ideally minutes). A fast response increases credibility.
• Two-way engagement: Sharing customer content reinforces trust and builds community.
• Professional handling of negative feedback: 
  • Do not delete negative comments.
  • Respond with a public apology and ask the customer to continue the conversation privately.
    This demonstrates responsibility and professionalism.

7. Use Video Content

Video is the most attention-grabbing format on platforms like Reels, TikTok, and YouTube Shorts.

Start with:

• Food-focused videos: Close-up cooking shots, plating moments, satisfying mukbang clips — all stimulate viewers’ appetite.
• Space introduction: Showcase the layout, cozy corners, or special events to give viewers a sense of visiting in person.
• Quality: Ensure good lighting — especially natural light — and clear audio for a professional result.

High-quality videos increase the likelihood of viewers saving, sharing, or visiting your restaurant.

8. Keep Content Fresh and Updated

Fresh content keeps regular followers engaged and attracts new ones.

Rotate between content types:

• Photos
• Videos
• Announcements
• Interactive posts

Keep your page vibrant and alive.

Update menu items, seasonal specials, and promotions frequently — customers love discovering new offerings.

Track performance:

• Likes
• Comments
• Shares
• Saves

Posts with high engagement are favored by algorithms, meaning your content gets shown to more potential customers.

Real-Life Example

A Vietnamese café in Berlin applied Social Media Marketing and achieved significant results within a few months:

• Built professional Facebook & Instagram pages
• Updated menus, shared dish photos, and announced weekly promotions
• Produced short videos showcasing new dishes and customer experiences — generating strong organic reach
• Interacted directly with customers through comments, direct messages, and reposting customer photos

Result:

• Customer visits increased by 30%
• Many newcomers discovered the café through social media
• Regular customers returned more frequently
• Revenue grew noticeably

With support from SPS Marketing, even owners unfamiliar with technology effectively managed their online presence.

Conclusion

Social Media Marketing is a powerful and essential tool that helps restaurants in Germany attract customers, increase loyalty, and build a strong brand.

SPS Marketing can support restaurant owners through:

1. Professional Website Development

Featuring:

• Services
• Price lists
• Real photos
• Hygiene and safety information

This helps customers immediately trust your restaurant when they visit your site.

2. Full Management of Your Social Media

Including:

• Content planning
• Posting
• Video creation
• Community interaction

Your brand remains consistent, visible, and professional.

3. Targeted Advertising Campaigns

SPS Marketing runs ads to reach the right customers:

• People living near the restaurant
• Ages 20–40
• Interested in food, beauty, lifestyle, etc.

This saves costs while maximizing effectiveness.

👉 With a smart, comprehensive digital marketing system — from social media to website — every step from attracting customers to serving them becomes easier, more professional, and more effective. This drives higher revenue and long-term brand growth.