How Food Businesses Are Winning on Social Media
Social media has become one of the most powerful tools for food and drink businesses, and in 2025 it matters more than ever. With short-form video, AI tools and real-time interaction changing how customers discover places to eat, independent hospitality businesses have more power than ever to tell their story, build loyalty and stand out.
We spoke to NCASS members who’ve built loyal followings online to uncover what’s working, what’s changed, and how any food business can grow a genuine connection with customers through social media.
Why a social plan matters
You can have the best food in town and a queue-worthy pitch, but if no one knows you exist, your reach ends at the pavement. A good social strategy helps you:
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Talk directly with customers and turn engagement into bookings
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Handle feedback before it snowballs
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Share what makes your business special
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Keep customers updated on specials, events and locations
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Build trust and personality over time
And the best part? It’s free until you’re ready to scale up with paid ads.
Getting started: a quick setup check
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Use business accounts rather than personal ones
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Add contact details, opening hours, menus and your website link
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Use clear, high-quality images and a recognisable profile picture (your logo works fine)
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Write a short, punchy bio that explains who you are and what makes you different
What content actually works
Think quality over quantity. A few well-shot photos and videos that capture your food, people and story will go further than a flood of rushed posts. Try:
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Behind-the-scenes prep shots or sizzling kitchen moments
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Reels showing your team or event setup
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Daily specials and new menu items
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Honest stories about your business journey
Expert Tips:
💡 Post fewer, better photos. One clear, well-lit image that makes people hungry is worth ten average ones.
💡 Show what’s happening today. A quick clip of food sizzling or a team laugh behind the counter makes your business feel alive and human.
💡 Ask happy customers to tag you. Reposting their photos builds community and credibility faster than any advert.
Member tips:
What works in the real world
James Manning – Gurt Wings, Bristol
“I ran our socials myself until we hit 20k followers — then it got too much to juggle. When you hand it over, make sure whoever takes it on gets your brand voice. And get your face on camera! I didn’t think anyone wanted to see me talking about chicken wings, but turns out they do. That personal touch makes a difference.”
Jules Jefferis – Utter Waffle, London
“Planning helps — we map out key dates and events each month — but spontaneity is what keeps things real. Our best content is usually light-hearted and a bit silly. A reel we posted with our team hit over 17 million views! When people see the humans behind your business, they connect with you.”
“And remember, followers don’t equal customers. Focus on talking to your audience about what they care about.”
More from the NCASS community
“For us, social media is like our menu board — it’s where people check what we’re cooking that day.” — Burgervore
“We try to post something every time we trade, even if it’s just a quick shot of setup — consistency keeps us visible.” — Rashis Ceylon Kitchen
“You’ve got to show up online even when you’re busy. People want to see that you’re active.” — Kask
Common pitfalls to avoid
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Posting once a month and expecting results
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Ignoring comments or messages
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Using only sales posts without personality
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Forgetting to check what works and what doesn’t
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Letting your tone drift away from your real-life vibe
Industry wisdom to borrow
“Social media complements everything and replaces nothing.” — Neal Schaffer
“Over 70% of diners say they’ve discovered a restaurant through social media before visiting for the first time.” — TouchBistro 2025 Report
“The best restaurants treat content creation like part of the menu — fans want to see what happens in the kitchen or behind the scenes.” — The Guardian, 2025
The takeaway
Start small. Post one story a day this week. Show something behind the scenes, reply to every comment and talk like you would to a customer at your counter. You’ll quickly find your rhythm – and your following.
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