Influencer Marketing for Restaurants to Drive Foot Traffic and Online Orders

Step-by-step restaurant influencer marketing strategy

We didn’t want to write yet another generic guide on how to create hype around your restaurant — instead, we’re sharing real advice from a real expert on how to match the right creators with clear goals to drive genuine engagement and sales.

That’s why Elen will walk you through every detail of a successful restaurant influencer marketing strategy.

Elen is an influencer marketing strategist with over 12 years of experience helping brands go viral. She has collaborated with global restaurant chains and emerging startups, supporting their influencer marketing strategies and helping them build authentic engagement and visibility.

Set SMART goals

Me: Elen, where does a restaurant influencer marketing strategy begin?

Elen: It always starts with setting clear goals. You need to define exactly what you want to achieve: raise brand awareness, promote a new menu, attract guests to an event, or boost delivery orders.

I always recommend using the SMART framework — goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.
For example:

• “Increase restaurant bookings by 20% in two months” — that’s SMART. “Make the restaurant more popular” — that’s not.

• “Gain 10K new followers on the restaurant’s Instagram page within three months” 

• “Boost delivery orders by 25% within three months”.

Choose criteria for an ideal influencer

Me: Once the goals are clear, what’s the next step?

Elen: The next step is to define the ideal influencer profile. We evaluate several key factors:

• Platform and content format. If the restaurant has strong visuals like great lighting, plating, interior — Instagram or TikTok are perfect. For storytelling or long-form reviews, YouTube works better.

• Location. Always check not only where the influencer lives but also where their audience is based. If your restaurant is in New York, but half of their followers are in Los Angeles — that’s a mismatch.

• Audience size. Nano and micro-influencers (5K–50K followers) often deliver high engagement and are ideal for local restaurants. Mid-tier and macro influencers (100K+) are better for national or multi-location brands.

• Pricing. Many restaurants prefer to combine one mid-tier influencer with around five to ten micro or nano creators. This mix provides both credibility and cost efficiency while reaching diverse audience segments.

Wondering what this kind of creator mix costs? Here’s a quick look at the average investment range — from nano to mid-tier — to help you plan your next campaign.

Define your budget

Me: How should restaurants plan their influencer marketing budget?

Elen: You need to plan realistically and with flexibility. In influencer marketing for restaurant brands, about 60-70% of the budget should include influencer payments and extras, if you want a consistent visual style — photos, videos, editing. 

Then, 20-30% for boosting.This covers paid amplification of top-performing content via platform ads, Spark Ads, or whitelist campaigns to reach targeted app user segments. 

And always keep a 10–15% buffer for testing and unexpected costs — reshoots, extra posts, or campaign adjustments.

Example budget calculation using real-world ranges:

Find & vet local food creators 

Me: Elen, once a restaurant has set its goals and budget, how should it actually find and vet the right local food creators?

Elen: You can’t just type “food blogger” on Instagram and pick whoever looks good. The key is to filter carefully and analyze each creator’s audience, authenticity, and content quality.

First, use filters. On most influencer discovery platforms like IQFluence, brand marketers set parameters by:

• Location match. 70%+ of the audience in the restaurant’s city or region.

• Authentic engagement rate above 4-7%. real comments, realistic ratios between likes and views.

• Last post activity. Within a month.

• Cuisine or niche keywords. Such as “restaurant recs”, “Italian food”, “local brunch”, or “street eats”.

• Language. Make sure their content and captions match your audience.

IQFluence’s discovery dashboard. Try it for free.

This ensures the creators are actually local and relevant — not just food enthusiasts posting from another city. IQFluence also offers semantic search and lookalike filters. For example, if you know that Ronaldo’s audience matches your target, you can use the filter to find other creators with similar audiences.

Elen: Once you find influencer profiles that look promising, click the “Analyze” button to dig deeper into their performance metrics and audience insights.

Run a quick audience-geo analysis. For example, if a creator says they’re based in New York but 60% of their followers are from Brazil or Indonesia — that’s a big red flag. For a restaurant campaign, at least 70–80% of the audience should be in the same city or nearby region.

Check sudden spikes in followers, low story views compared to post likes, or comment sections filled with generic emojis instead of genuine reactions. Plus, high audience unreachability. Accounts following more than 1.5K accounts will most likely not see the sponsored posts. 

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IQFluence’s audience analysis dashboard. Try it for free.

If more than 25% of their audience misses posts, your content isn’t even getting seen — so why pay for it?

On the flip side, green flags include: steady follower growth, consistent posting cadence (2–3 times a week), natural comment threads (“Where is this place?”, “I need to try this!”), and diverse local hashtags — all great local SEO signals.

IQFluence’s influencer analysis dashboard. Try it for free.

Always evaluate audience quality. If more than 15–20% of an influencer’s followers look like bots or inactive accounts, that’s a serious red flag. It usually indicates inflated follower counts, fake engagement, or even purchased audiences.

IQFluence audience vetting dashboard. Try it for free.

🥳 By the way, IQFluence is about to roll out a new feature — Audience Overlap!

If your goal is brand awareness, you’ll want a lower percentage of overlapping followers to reach new people. But if your focus is sales and building trust, then a higher overlap makes sense. It means creators are reinforcing your message to the same engaged audience.

Present your plan to your boss

Me: Once you’ve chosen your influencers, how do you actually present your plan to your boss or client?

Elen: Line them up side by side and really look at the details. Who’s actually getting real engagement? Whose audience feels authentic? Whose content makes you stop scrolling? Think about how each person could genuinely move the needle for your campaign before you lock in your choices.

Mediaplan Builder at IQFluence. Try it free for 7-days

If you’re using the IQFluence Mediaplan Builder, you can literally see all of this come to life in one place. The MediaPlan builder lets you visualize your influencer mix, check how your budget shakes out, and even peek at potential ROI — all from one clean dashboard. It’s like finally having x-ray vision for your strategy.

Outreach them

Me: Okay, Elen — what’s next? How do we actually reach out to them?

Elen: That’s where the fun begins! The IQFluence Mediaplan Builder makes this super easy — it gives you all the contact details creators share on their profiles, from email and phone to WhatsApp, WeChat, Kakao, Skype, or even Viber. So, you’ve got options.

But before you even think about sending that first message or pitching anything, take a second to build some rapport. Don’t just slide into their inbox out of nowhere.

Start by engaging with their content first: like and comment on their posts, reply to their stories, maybe share something they posted that genuinely resonated with you. 

Once you’ve warmed things up a bit and they’ve seen your name pop up a few times — then you reach out.

Me: And when it’s time to message them — how do you make that first contact count?

Elen: We’ve tested this a lot across campaigns, and honestly, it comes down to personalization and clarity. The outreach template we use at IQFluence is based on messages that got the highest open and reply rates from real campaigns.

And remember, your message should always tie back to your SMART goals. For example, if your goals are:

Me: Could you give a few examples of how those outreach messages might look?

Elen: Of course! Here are three quick examples we’ve actually used in campaigns — one for each goal.

🎯 Goal: Increase restaurant bookings by 20% in two months

🎯 Goal: Gain 10K new followers on Instagram within three months

🎯 Goal: Boost delivery orders by 25% within three months

Choose collab formats and scenario that convert for restaurants

Me: How do we actually decide what kind of content to make? What collab formats convert best for restaurants?

Elen: Ah, this is my favorite part — the creative strategy! A lot of brands forget that influencer marketing for restaurants isn’t just about showing food. It’s about making people crave it. That’s why you need to plan the collaboration format and scenario as carefully as the menu itself.

First, let’s talk about why you need to do this with an influencer rather than by your own. Influencers know their audiences better than anyone else. They understand what formats and tones actually resonate. 

So, trust them to bring that human “taste test” to life in a way that feels natural and real.

Me: Okay, so what are the most popular formats for influencer marketing restaurants content right now?

Elen: Right now, short-form video is absolutely dominating. Think Reels and TikToks first, then Stories, and finally static posts as supporting content.

I like to build what I call a “content mix platter” — a combination that hits multiple touchpoints. For most food influencer marketing campaigns, that looks like:

And as for duration — don’t make it a one-day thing. Run your campaign over two to three weeks, so your audience sees the restaurant name pop up multiple times across different creators. That repetition is what drives conversions — bookings, reservations, and delivery orders.

Consider brief 

Me: Once you’ve confirmed the collaboration, what’s next?

Elen: Oh, the influencer brief. It’s the most underrated part of influencer marketing! Seriously, a clear brief saves everyone from so much back-and-forth later.

For restaurant campaigns, I always keep it to a one-page brief — short, visual, and easy to digest. It should include:

• Your main goal (“Increase bookings by 20% this month”), your key hooks or story ideas (“show first-bite reactions,” “highlight the chef’s limited-edition dish”), a quick do/don’t list, and any mandatory disclosures like #ad or #invitedby[brand].

• Deliverables — for example:1 Reel or TikTok, 3–5 Stories with tags and a link sticker, and a feed post (optional).

• Deadlines, review process (if you want to preview the draft before posting), and usage rights — like “brand may reuse content organically for 90 days, with optional paid whitelisting upon written approval.”

• Exclusivity. If you’re a sushi restaurant, you probably don’t want the creator posting about another sushi spot next week. A simple line like, “No collaborations with competing cuisine or restaurants for 14 days post-publication,” keeps it clear.

And just to be safe, include a few small clause snippets:

• Disclosure. “Influencer agrees to comply with FTC/ASA disclosure guidelines.”

• Rights window. “Brand use limited to 90 days unless renewed in writing.”

• Kill/reshoot. “If key brand points are missed, one reshoot may be requested.”

• Change orders. “Any scope changes beyond agreed deliverables must be approved in writing.”

Draft contract 

Me: Okay, Elen — now the serious part. Let’s talk about contracts. What should a solid influencer agreement include?

Elen: At minimum, your influencer contract should cover five key areas: deliverables, usage rights, revisions, payment terms, and what happens if the campaign doesn’t go as planned.

Let’s break it down.

First, list exactly what’s being delivered. For example, “1 Reel + 3 Instagram Stories with tags and CTA link.” Add the posting deadlines and, if needed, note whether content requires brand approval before it goes live.

• Then there’s the big one: usage rights. Specify how long and where the brand can use the content. I usually recommend “90 days organic usage across owned channels, with an option to extend or whitelist for paid ads upon written approval.” That keeps things fair — the creator keeps ownership, and the brand gets clarity.

• Next, revisions. Set expectations early. A simple line like “One round of feedback included; additional revisions billed at [X] rate” avoids endless edits later.

• Now, the “what if” part because sometimes things just don’t go according to plan. Maybe the creator misses a deadline, or the food venue closes early. The contract should outline what happens: “If deliverables are not posted within [X] days, payment may be withheld or rescheduled.”
  Likewise, if the brand cancels at the last minute, include a kill fee — usually 30–50% of the agreed amount — to protect the creator’s time.

• And finally, payment. Always define it clearly: “50% upfront, 50% within 7 days of post approval,” or whatever terms work best for you. For ongoing partnerships, monthly invoicing or milestone payments are totally fine too.

Read Also: How to draft an influencer collaboration contract in 2025.

Now, campaign timeline. 

Campaign preparation

Me: So, Elen, how do you actually get ready for launch?

Elen: This is the part where all the little details start to matter. Before you go live, you want everything trackable, testable, and crystal clear for both the influencer and your internal team.

First, let’s talk about tracking. If you’re running a top-of-funnel campaign — say, to build awareness or brand buzz — always use UTM links to track traffic. For example:

“utm_source=influencer&utm_campaign=restaurant_launch&utm_medium=reel”

That way, when someone clicks through from a Story or bio link, you’ll see exactly which creator drove that visit in Google Analytics or IQFluence reports.

Now, if it’s a conversion-focused campaign like driving reservations, app installs, or delivery orders, go with unique promo codes for each influencer. Something like TRYME10, FREEDRINK25, or BOOKNOW2025.

That not only makes performance measurable but also gives followers a reason to act now. And it helps you calculate ROI per influencer later.

Me: Nice, thanks. And how do you prepare influencers for community engagement once the post goes live?

Elen: Oh, that’s a big one! I always send creators a quick comment guide before launch — basically, a few sample responses for common questions.

For example:

• If someone comments, “Where is this place?” → they can reply, “It’s [restaurant name], right in downtown — totally worth checking out!”

• If someone asks, “Is it expensive?” → they might say, “Surprisingly not! You can get lunch combos for under $20.”

• Or if someone says, “I’m booking this weekend!” → a simple “Yesss, you’ll love it — make sure to try the chef’s special!” keeps the energy up.

Me: Anything else you always check before launch?

Elen: Oh, a bunch of things! I call it my pre-launch checklist.

Monitor campaign

Me: Once the campaign is live, how do you track what’s actually working? What metrics matter most for restaurant influencer marketing?

Elen: This is where IQFluence really shines. The platform takes care of all the heavy lifting for you — automatically calculating key marketing KPIs like CPM, CPV, CPC, CPI (or CPR), CPA, engagement rate, likes, comments, and views. Everything’s right there in one dashboard.

One of my favorite features? Geo performance insights. You can actually see where your audience is watching and engaging with the content — by city, region, or even neighborhood. 

That’s huge for restaurants because it shows whether your campaign is resonating locally or if you’re pulling in out-of-area viewers who won’t convert into bookings.

4 Examples of restaurant influencer marketing campaigns

Within three days, I reviewed 35 real campaigns and selected the top four. Let’s take a look at their key elements — the hooks, the creators, and what made them work so well.

Miami Restaurant Influencer Marketing: Beach-to-Brickell 

Talk about Latin-specific and nightlife restaurant influencer marketing Miami. One of the restaurants that applied it successfully was Cotoa. They fused Ecuadorian national cuisine with the local neighborhood vibes.

Their audience? Both amateurs and food enthusiasts who are active on social media, especially Instagram and TikTok. These are people looking for unique Latin flavors, a lively nightlife atmosphere, and shareable experiences.

The same audience follows Kevin Escalera (@snackeatingsnackss), food and travel influencer with almost 600K followers on Instagram. His content delivery? Appetizing, lively, and humorous, making his posts highly engaging for food lovers.

Image source.

Their partnership format?

A paid partnership featured through an Instagram reel, where Kevin reviewed Cotoa’s menu by showcasing and describing the dishes. For example: Crudo salsera with fruit sauce, cassava munchies with cacao honey, Ecuadorian empanadas, garlic bread with cheese, and more.

The results of the Miami restaurant influencer marketing campaign? Amazing!

• 270K+ views

• 10,9K+ likes

• 290 comments

• 202 reposts

Why did it work?

1. Perfect brand-creator fit. Kevin’s lively style matched Cotoa’s energetic, neighborhood-focused vibe, making the content feel authentic rather than scripted.

2. Food rooted in local culture. The dishes highlighted both Ecuadorian heritage and Miami’s local flavor, appealing to audiences who value authenticity and community connection.

3. Detailed, engaging review. Kevin’s descriptive storytelling — from the Crudo Salsera to the cassava munchies — helped viewers crave the experience.

This combination of authentic influencer voice, culturally rich cuisine, and immersive storytelling turned a simple menu review into a highly engaging, shareable campaign.

Los Angeles Restaurant Influencer Marketing: Neighborhood-First Strategy

In influencer marketing for restaurant owners, location matters a lot.For example, take Los Angeles restaurant influencer marketing with @thelittledoorla — a high-end French-Moroccan restaurant with a Mediterranean twist.

Their audience?  Oh, it’s that effortlessly chic L.A. crowd, foodies, creators, and culture lovers who crave that elevated-yet-intimate vibe. 

The same audience follows @Almainlosangeles, a food and restaurant creator in LA with 34K followers on Instagram. Her delivery? Bright, local-focused, and totally stop-scrollling.

Their collab format? A $100 giveaway for Vday featured through an Instagram reel. Alma highlighted the restaurant’s dreamy interior and a few standout dishes, creating a super romantic vibe. She wrapped it up with a clear call-to-action on how to enter:

– Like the video

– Tag one person in the comments

– Follow both her and @thelittledoorla

Image source.

The results of the restaurant influencer marketing Los Angeles campaign? Amazing!

• 18,6K+ views

• 419 comments

• 20K likes

Why did the Los Angeles restaurant influencer marketing campaign work? First off, it was the perfect match. @thelittledoorla already had that romantic, high-end, “hidden gem” energy — and Alma? She’s the local food girl everyone trusts. Her followers know she only features spots that feel like an experience, not just another restaurant. 

Then, let’s talk timing. Valentine’s Day. The one holiday where everyone’s scrambling for dinner ideas, date inspo, or a cute way to surprise their person. A $100 giveaway? That’s not just a scroll-by post — that’s a “tag your boo right now” moment.

Dunkin’ & Charlie D’Amelio

Heard of a quick-service restaurant that successfully targeted Gen Z? Dunkin’ is a multinational coffee and doughnut brand, famous for its colorful donuts, iced coffee, and fun, approachable vibe.

Their audience? Primarily Gen Z and millennials who live on social media and love brands that feel authentic, energetic, and culturally relevant.

Image source. 

Enter Charli — the Gen Z icon who danced her way to over 157 million TikTok followers. She’s not just a creator; she is the algorithm. And Dunkin’ didn’t just feature her in a post — they made her part of the product.

The campaign kicked off with The Charli, her signature iced coffee order, transformed into a menu item. Genius move, right?

Image source.

They followed up with TikTok content, app-exclusive offers, and a sequel campaign (“The Charli Remix”) to keep the momentum rolling.

Audience match: Charli’s followers = Dunkin’s dream customers. TikTok-first, Gen Z coffee lovers who crave convenience, clout, and shareable moments. 

Results: a revenue spike:

• 57% surge in app downloads

• 45% increase in cold brew sales on launch day

• 20% sustained lift afterward

• Millions in estimated revenue

And Charli? Reportedly walked away with $100K+ and the ultimate flex and a drink named after her on a global menu.

This is the power of a well-aligned influencer product collaboration: when a brand doesn’t just feature a creator, it weaves them into the product story.

💡 Takeaways for brands:

• Stop thinking influencer marketing is just a flat lay + hashtag.

• Co-create with creators your audience already loves.

• Build real product moments, not just posts.

Read more: 20 influencer marketing examples for your next collab.

McDonalds & Myles O’Neal & Loud Luxury

McDonald’s — we all know it. One of the biggest fast-food chains on the planet, famous for those golden fries, juicy burgers, and that “grab-it-and-go” convenience. 

Their audience? Honestly, it’s massive. From busy families and students living on a budget to professionals who just need a quick bite between meetings — McDonald’s has always been for everyone.

But here’s what’s interesting: in recent years, they’ve been getting really smart with influencer marketing. They’ve shifted toward younger audiences — think Gen Z and young millennials — using app deals, creator collabs, and viral social campaigns to make the brand feel fun, fresh, and totally relevant again.

Case in point: their recent collab with DJs Myles O’Neal and Loud Luxury.

Myles O’Neal, a rising DJ and entertainment personality, is carving out his place in the electronic scene. His audience? Trendy, culture-driven, and unapologetically Gen Z. Meanwhile, Loud Luxury, the Canadian DJ duo behind those feel-good, festival anthems, bring in that same young, high-energy crowd who live for the vibe.

Image source.

So what did McDonald’s do? They threw a festival-style event. Complete with live sets, McDonald’s takeout, and a dance floor that didn’t stop. It wasn’t about selling burgers; it was about creating a moment people wanted to be part of. And guess what? It worked.

Crowds of young people showed up — filming, eating, vibing — turning the event into a viral, feel-good storm of user-generated content.

The results?

• 912K+ views

• 700 comments

• 33K+ likes
  … and, more importantly, a huge lift in younger audience engagement.

Why did it work? McDonald’s tapped directly into youth culture by merging music, social media, and authentic influencer partnerships that felt natural to Gen Z. 

Instead of pushing products, they created a fresh experience.

Want to create your own successful partnership?