Utilization of Social Media in Restaurant Management

Introduction

In today’s hospitality industry, digital tools and social media are no longer optional extras. They are core elements of how restaurants attract customers, manage operations, and communicate with staff. For a restaurant manager, the ability to use these tools effectively can directly influence profitability, customer satisfaction, and even staff retention. In this blog post, I describe how I currently use social media and digital platforms in my work as a restaurant manager, explore new tools that could be integrated, and reflect on the opportunities and risks associated with digitalization in the restaurant sector.

My Current Role and Digital Tools in Use

I work as a restaurant manager in an entrepreneur-led restaurant, which means the job description is broad and includes everything from staffing and marketing to supplier negotiations and customer relations. In practice, nearly everything is handled in-house.

The main tools I currently use are:

WhatsApp – primarily for communication with staff. Quick, easy, and widely used among employees.
Facebook & Instagram – our main marketing channels. Visibility is maintained mainly through Instagram, with posts cross-published to Facebook. A few employees have been assigned responsibility for producing content, which keeps the flow of updates steady.
TikTok – still new for us, but it is rising in importance. So far, the same content team is producing occasional posts, with the potential for more focus in the future.
Google – crucial for customer reviews, up-to-date business information, and advertising. Correct information must appear on Google Business, as well as on Facebook and Instagram.

Google is particularly important because of advertising and search engine optimization (SEO). One overlooked area is, in my opinion, negative keywords in Google Ads. Many businesses waste money by bidding on their own brand name. For example, when a company’s ad appears as the first result and their website is already the top organic search, customers will often click the ad unnecessarily, costing the business money. In many cases, I would add even the restaurant’s own name as a negative keyword to avoid this type of waste.

Finally, I also use ChatGPT as a sparring partner. It helps me brainstorm ideas, plan advertising campaigns, and analyze larger datasets. It has also been useful for planning schedules and content calendars. This makes six tools in total that are already part of my workflow.

Exploring New Tools for Restaurant Management

From the provided list, two tools (Google+ and Skype) are already discontinued. Out of the remaining options, I see potential especially in the following: DALL·E, Miro, LinkedIn, Snapchat, X (formerly Twitter), and YouTube.

DALL·E

DALL·E is an AI-based image generator. For a restaurant, it could be used to create unique marketing visuals, posters, or menu designs. It might even generate stylized images of existing dishes for campaigns.

Positive: Cost-effective, creative, and fast. Could support seasonal campaigns without the expense of professional photography.
Negative: Generated images may look artificial if not carefully edited; risk of misleading customers if food looks different from reality.

Miro

Miro is a digital whiteboard for strategy and visualization. In a restaurant, it could be used to create service blueprints, map customer journeys, or design process improvements.

Positive: Great for visualizing strategy, training staff, or standardizing service processes.
Negative: Staff adoption may be limited—kitchen and service staff may not see value in abstract digital diagrams.

LinkedIn is the leading professional networking platform. For restaurants, it is useful especially for recruitment. Sharing job openings and building a professional employer brand could help attract skilled workers in a competitive industry.

Positive: Broad reach to professionals, ability to highlight the restaurant’s culture.
Negative: Limited direct impact on customer sales; mostly valuable for HR purposes.

Snapchat

Snapchat could expand marketing to younger demographics. Short-lived, playful content could showcase daily specials, behind-the-scenes moments, or fun staff highlights.

Positive: Appeals to younger audiences who may not follow on Facebook. Fast and casual communication.
Negative: Content disappears quickly, making it less effective for long-term campaigns. Needs constant activity.

X (Twitter)

X is still a global platform for fast updates and short messages, even though its reputation has declined due to controversies around its owner.

Positive: Good for quick announcements, sharing press mentions, or engaging in local community discussions.
Negative: User base is shrinking in Finland; effort may not pay off compared to other platforms.

YouTube

YouTube could be used for longer, more polished marketing material. Examples include storytelling videos about the restaurant’s history, chef interviews, or seasonal dish highlights.

Positive: Builds credibility and allows deeper customer engagement. Great for SEO.
Negative: High production demands; poorly executed videos could harm the brand image.

Positive and Negative Sides of Social Media Use in Restaurants

Positive

Professional image: A well-managed social media presence signals that the restaurant is modern, organized, and reliable.
Customer trust: High-quality content and quick responses to reviews show professionalism.
Recruitment: Platforms like LinkedIn expand access to talent.
Cost-effective marketing: Social media reaches large audiences without the expense of traditional advertising.

Negative

Reputation risk: Poorly executed content looks unprofessional and may damage the restaurant’s image. Customers assume that if social media is sloppy, the service or food might be too.
Time-consuming: Producing content requires resources; if staff are not trained, results may look amateurish.
Imbalance: Some restaurants overspend on slick marketing while neglecting the actual dining experience. Customers eventually discover the truth in person.

Elements of a Successful Digital Application

For any digital tool to be successful in a restaurant setting, it must be:

Useful – it should create real added value, whether through higher sales, better efficiency, or improved customer satisfaction.
Easy to use – if learning takes too long, hidden costs rise, and adoption drops.
Cost-effective – the tool must pay for itself, either directly or indirectly.
Widely accessible – ideally, more than one person should be able to use it. Over-dependence on a single staff member creates risks.

Self-Reflection

I admit that I am not very proactive in seeking out new apps. I tend to adopt them only when necessary. As the Digital Competence Test in the previous assignment showed, I could automate more of my work. At the same time, there are so many apps available that it is difficult to know which ones are truly useful until you have tried them. But trying them takes time, which is already scarce in restaurant management.

Often I base my choices on popularity (e.g., TikTok) or direct need (e.g., scheduling tools). Perhaps I could use AI more systematically—not only as a brainstorming partner but also to recommend which digital tools would be worth testing.

In conclusion, social media and digital applications are powerful tools for restaurants, but they are only as good as their implementation. A professional, well-maintained online presence reflects positively on the business, while sloppy or amateurish efforts risk damaging its reputation. For me as a restaurant manager, the goal is always to ensure that these tools support the real heart of the restaurant: great food, excellent service, and satisfied customers.

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