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In this digital age, social media strategies are a marketing must for operators. According to Datassential’s June 2024 Social Media Sensations report, 97% of surveyed consumers use at least one social media platform. And with 50% of consumers claiming to learn about new foods via social media, these platforms can be used to reach potential consumers, increase visibility and recognition, and tap into local communities (Datassential’s America in Transition keynote report).
Operators who are keen on optimizing reach can use visual platforms like Instagram and TikTok to draw in foodie consumers, and social media strategies can be positioned towards certain platforms according to dominant demographic users. For example, the most commonly used platform among boomers is Facebook, while Gen Z most commonly uses YouTube (June 2024 Social Media Sensations report). These preferences should be kept in mind when deciding to use a more community-based platform to interact with consumers versus a visual platform to draw in consumers with over-the-top aesthetics.
has a reach of 5.4 million Instagram followers and they keep consumers engaged online by posting weekly flavor reveals, promoting seasonal offerings, and interacting with user-generated content on their TikTok and Instagram accounts.
Operators should take advantage of the power of social media when looking to reach new customers. Using social media strategies, like engaging with user-generated content, alongside traditional promotion methods can be a low-cost way to strengthen customer loyalty, brand recognition, and visibility.
The Dominique Ansel Bakery in New York City reinvented the wheel and created a viral frenzy in the dessert world around its original creation, the Cronut. From its conception in 2013, early customers began sharing photos of their Cronuts while using #Cronut as a hashtag, which drew in food bloggers and foodie influencers alike. This croissant-doughnut hybrid became a global phenomenon and since then, has taken on a world of its own as the bakery releases new flavors and seasonal spins—like the Peach and Earl Grey Cronut for July—that keep consumers and fans on their toes for their next big innovation.
Legendairy Milkshake Bar draws consumers in with over-the-top shake offerings and keeps their focus with a consistent flow of high-quality Instagram posts. They have a reach of more than 67 thousand Instagram followers and 76 thousand followers on TikTok. Consumers who keep up with their page are tantalized with snapshots of menu items like the Reese’s Pieces-topped Shake It Up, Buttercup, or the Magical Unicorn (featuring a marshmallow cream rim and sour candy pieces), until they get their next fix. Loyal fans can also use the Legendairy social media presence to stay informed about seasonal specials, limited time offers, and contests. On the community building front, they promote user-generated content by encouraging customers to share their own photos of purchased milkshakes and using hashtags like #EpicMilkshakes and #OverTheTopShakes. This operator is a prime example of how using a dedicated social media presence can create and help connect with a loyal base while also promoting note-worthy offerings to potential customers.
Prince Street Pizza is known for their signature Sicilian-style square pies and spicy sauces. They promote these offerings by showing slow-mo cheese pulls through TikToks and Instagram reels and prioritizing consumer engagement. They let their pizzas speak for themselves by sharing and reposting photos taken by customers and encouraging the use of the #PrinceStreetPizza hashtag to establish a searchable collection of posts and curate a shared experience across the web. Customer engagement is also encouraged by posting interactive polls and questions on their Instagram stories as a means of gaining feedback in real time from their loyal base. Through their increased visibility they’ve been able to extend their reach to California, Miami, Las Vegas, and Canada.
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