By Tanya Alipchikova
If your restaurant isn't on TikTok, you might not be doing it right.
Well, if the reason for that is not wanting to support China, that is understandable, and I respect that.
But when there is no explanation, and the only excuse sounds like “I am too old for this… thing” or “I am bad with social networks,” then, excuse me, but you are missing a huge, okay, big opportunity to grow your client base.
This is why I am so sure, and why you should spend a few hundred dollars to your SMM strategy each month.
According to a national study by the MGH agency, more than half of millennial users (53%) have visited or ordered from a restaurant after seeing the eatery on TikTok.
While millennials are especially inspired by the social media platform, 38% of TikTok users across all generations (approximately 51.8 million diners) have visited or ordered food from a restaurant after seeing a TikTok about it.
“To put it into perspective, that’s enough diners to wrap around the Earth’s equator twice” (MGH).
I can stop here, as it already sounds convincing, doesn’t it? But let’s have a look at tips, numbers, TikTok food trends to follow, and my favourite video, for inspiration.
Success on TikTok isn’t about chasing one viral moment; it’s about showing up consistently and creating content that feels both authentic and entertaining. Here’s how restaurants can build a steady presence on the platform:
1. Stick to a Posting Rhythm
TikTok rewards consistency. Aim for 3-5 posts per week rather than dropping random bursts. This creates anticipation and signals to the algorithm that you’re an active creator.
2. Jump on Trending Sounds and Formats
From audios to skits, trends move quickly on TikTok. Restaurants that adapt to them – such as showcasing a dish reveal to a trending sound or turning a kitchen mishap into a meme – often see immediate boosts in reach. These are classic examples of viral food trends TikTok keeps producing.
3. Lean Into “Food POV” Content
Close-up plating shots, sizzling sounds, or a diner’s-eye view of a dish being served perform extremely well. These short, sensory clips capture attention fast and encourage shares.
4. Encourage User-Generated Videos
Challenge your guests to duet with your content, show off their order, or film a reaction to trying a signature dish. UGC spreads quickly on TikTok, acting as built-in word-of-mouth marketing and feeding into the wider TikTok food culture.
5. Reply With Video, Not Just Text
TikTok’s video-reply feature is gold. Use it to answer questions about your menu, respond to funny comments, or highlight fan videos. It feels personal and drives further interaction.
6. Create Series, Not Just Singles
Audiences love returning for the next installment. Think “What’s New Wednesday,” “Secret Menu Hacks,” or “Chef’s Quick Tips.” A series builds loyalty and keeps your feed sticky.
7. Tap Into Local Micro-Influencers
Local creators with a few thousand followers often have higher engagement than big influencers. Inviting them to try a dish on camera or film behind-the-scenes content can drive real traffic.
8. Don’t Overproduce
Authenticity beats polish on TikTok. A raw clip of your chef flipping a pan or a server joking with customers will often outperform a staged promo video.
9. Experiment With Edutainment
Gen Z especially loves learning while being entertained. Short videos explaining the origin of an ingredient, a quick cooking hack, or even sustainable practices behind your menu can rack up views.
10. Collaborate with influencers
If your brand is big enough, you might be able to attract TikTok food influencers with free meals or exclusive experiences. But if you’re a smaller business, don’t rule out paid collaborations.
Plus, statistically, micro-influencers’ content gains more engagement than that of “famous” ones.
A survey by the previously mentioned MGH found the top factors are:
- The food looks appetizing (53%)
- The restaurant seems like a fun spot to visit with friends or family (45%)
- Videos highlight a unique menu item (40%)
- Curiosity to see what the buzz is about (38%)
- Trust in the person or TikTok account sharing the video (33%)
Swicy Baking: Sweet Meets Heat
The classic sweet tooth is evolving. Diners are increasingly drawn to desserts that balance sugary comfort with a hint of spice. This isn’t just about tossing chili flakes into brownies, it’s about layered, flavorful “swicy” (sweet + spicy) combinations. Expect to see fruit-driven pastries with peppery notes, honey paired with chili, or chocolate infused with warming spices. Even restaurants without a bakery can tap into this trend by rethinking their dessert menus.
Comfort Food, Revisited
Nostalgia is making a comeback on the plate. Diners are moving away from experimental, over-conceptualized cuisine and gravitating toward familiar, hearty meals that evoke tradition and community. Think slow-cooked stews, simple bistro classics, and recipes that echo childhood favorites. Restaurants that embrace approachable dishes in warm, convivial settings are winning attention. Heritage-style menus and shared tables are shaping a new wave of comfort dining.
Eco-Responsible Dining
Sustainability is no longer a bonus, it’s a baseline expectation. Guests increasingly favor restaurants that reduce waste, embrace local sourcing, and offer plant-based alternatives. Meat consumption is gradually declining, replaced by creative vegetable-forward dishes and protein alternatives. In 2025, eco-conscious diners will pay close attention to how restaurants minimize their footprint, making environmental responsibility a decisive factor in where they choose to eat.
Elevated Non-Alcoholic Pairings
The rise of alcohol-free dining is transforming beverage programs. More guests are seeking sophisticated, flavorful alternatives that complement meals without the buzz. Mocktails, craft sodas, botanical infusions, and fermented drinks are no longer afterthoughts, they’re becoming signature features. Restaurants that elevate their non-alcoholic offerings signal inclusivity, wellness, and creativity, aligning with the broader shift toward mindful dining.
Beyond the Plate: Immersive Experiences
In 2025, diners want more than just good food – they want an experience. The trend is toward immersive, theatrical dining environments where the atmosphere is as memorable as the meal. Think chefs preparing dishes tableside, interactive presentations, or venues that double as performance spaces. Surprise, play, and storytelling are part of the experience, turning a night out into something that feels less like dinner and more like an event.
Here comes the promised TikTok I adore. The concept is simple; the shooting and editing do not take much time, and it has already garnered 24 million views.
Whether we love it or hate it, social media is a massive part of people’s lives. Let’s at least use it for our benefit.
For more articles about restaurant industry, check KitchenHub blog.
