Love them or hate them, influencers are shaking up how people discover new spots to eat, shop, and explore. So, what if you could get a local food blogger, Instagram star, or YouTube personality to rave about your restaurant? That could be a serious game-changer for visibility, especially if you’re just starting out or want to stand out in a sea of competitors.
But how do you approach an influencer without feeling like you’re begging for free promotion or, worse, coming off super awkward? Fear not—this post will guide you through the process step-by-step, so you can ask for a collaboration with confidence (and without cringing).
Why Influencer Marketing for Restaurants Works?
Before diving into the “how,” let’s quickly touch on the “why.” In today’s digital landscape, people trust recommendations from individuals they admire or follow. When an influencer shares their experience at your restaurant, they’re giving you a stamp of approval that their audience already values. It’s authentic, it’s direct, and it cuts through the noise of traditional advertising.
Plus, influencers, especially micro-influencers (those with smaller but more engaged audiences), tend to have a loyal following. If they rave about your tacos or your cozy ambiance, their followers will want to experience it firsthand. It’s a modern-day word-of-mouth recommendation on steroids.
Step 1: Do Your Research
Not all influencers are created equal, and you shouldn’t just go for the biggest name in your city. The key is finding influencers whose content aligns with your restaurant’s vibe. Is your place all about casual dining and comfort food? A local Instagram foodie who reviews mom-and-pop diners might be your perfect match. Do you run an upscale spot with a focus on organic ingredients? Look for influencers who are passionate about sustainable and gourmet dining.
Start by:
- Browsing local food hashtags on Instagram (e.g., #YourCityEats or #BestFoodIn[City])
- Checking out local food blogs or YouTube channels
- Looking for influencers who already interact with restaurants similar to yours
Make sure their followers are real and engaged by checking the comments and likes on their posts. A good rule of thumb is to look for influencers who have a genuine connection with their audience, even if their following isn’t massive.
Step 2: Engage with Them First
Now that you’ve identified a few influencers who could be a great fit, it’s time to get on their radar. Before sliding into their DMs with a promotion request, start by engaging with their content. Like, comment, and share their posts. Make sure your comments are thoughtful and genuine, not just generic praise like “Nice pic!” or “Looks yummy!”
Engaging with their content shows you’re genuinely interested in what they do and can lay the groundwork for a more natural conversation down the road. It also helps the influencer recognize you as someone who values their work.
Step 3: Craft a Friendly, Personal Pitch
When it’s time to reach out, keep your message light, friendly, and personal. You want to avoid sounding like a cold business pitch. Think of it as an invitation to experience what your restaurant has to offer, not just a transaction.
BAD MESSAGE:
“Hey, I own a restaurant and was wondering if you could come by and promote it. We’d love for you to help us get more customers.”
Yikes. It’s vague, it’s needy, and it doesn’t say anything specific about why this influencer is a good fit.
GOOD MESSAGE:
Hi [Influencer’s Name],
I’ve been following your posts for a while, and I absolutely love the way you highlight local spots! Your recent review of [another restaurant they reviewed] was fantastic.
I’d love to invite you to try out our restaurant, [Restaurant Name], here in [City]. We specialize in [mention something unique about your menu], and I think it could be something your audience would really enjoy. I’d be happy to host you for a meal on the house so you can experience it for yourself.
Let me know if that sounds interesting, and we can set up a time! Looking forward to hearing from you.
Best,
[Your Name]
[Restaurant Name]
This approach is personal and sincere. You’ve made it clear that you’ve done your research and you value their work. Plus, you’re offering them something in return—a free meal and content that will resonate with their followers.
Step 4: Follow Up, But Don’t Be Pushy
If you don’t hear back after your initial message, don’t be discouraged. Influencers get a ton of DMs and emails daily, so it’s possible your message just got buried. Send a polite follow-up after a week or so.
Here’s a simple follow-up you can use:
Hi [Influencer’s Name],
Just wanted to circle back to see if you had a chance to read my message about a potential collaboration with [Your Restaurant’s Name]. We’d love to have you in to try our dishes and see if it’s a fit for your audience!
Looking forward to hearing from you.
Best,
[Your Name]
Step 5 . Be Clear About Your Expectations, But Let Them Lead
Once you’ve got their attention and they’re interested, it’s important to be upfront about what you’re hoping for, but don’t be too rigid. Influencers know what resonates with their followers, so give them the freedom to create content in a way that feels authentic to them.
Here’s how to approach it:
BAD WAY TO DO IT:
“I need you to post three Instagram stories, one static post, and a TikTok video about our restaurant.”
Way too transactional and demanding.
GOOD WAY TO DO IT:
“We’d love for you to share your experience at [Restaurant Name] however feels natural for you and your audience. If you’re up for an Instagram post or story, that would be fantastic, but no pressure. We trust your creative judgment!”
By keeping it flexible, you’re showing respect for their creative process and giving them control, which influencers appreciate.
Step 6: Relax, and Let Them Do Their Thing
Once the influencer visits your restaurant, it’s tempting to check their profile every 5 minutes to see if they’ve posted. Relax. Influencers have a schedule, and your content might not go up immediately. Give them time.
If a week or two passes and you haven’t seen any posts, it’s okay to send a polite follow-up. Something simple like:
“Hey [Influencer Name], just wanted to check in and see if you had everything you needed from us for your post. No rush, just let me know if you need anything. We loved having you at the restaurant!”
