Before You Post Another Margarita Pic...

What I’ve learned from 15 years in restaurant marketing (and what still holds up today)

I’m not here to talk about the customer service lessons I picked up waiting tables (that deserves its own article). I’m talking about what I learned working behind the scenes, building marketing playbooks and strategies for a multi-location restaurant group over 11 years. Let me set the stage… it was long before “Instagrammable” was a thing. It was 2008, and:

• Instagram didn’t exist.

• Facebook was free and mostly text. I still chuckle thinking about how we'd post a photo album from a single night out.

• Twitter was where breaking pop culture news happened in real time.

• Hashtags weren’t cute—they were practical tools to join or spark conversation.

• Reddit was where the OG digital community builders lived (still do).

• Mobile-friendly? Not yet. I proudly rocked a Blackberry and kept CDs in my car.

  
  

We didn’t overthink content strategies. We focused on showing up consistently by living the brand, sharing human stories, and building real connection. It was word of mouth 2.0. Our goal? Get our (digital) community down to the bar for a drink.

For framing, an old friend and mentor told me early on to think of our social media content as edutainment. I always loved that take, and I took it a step further—believing scrolling is like a smoke break. It's quick, indulgent, and oddly satisfying.

(Don't worry, Dad. It's just analogy... I've always hated cigarettes.)

That analogy hits differently now, I know. But even then, we were tapping into habit loops. It was about attention, escape, and that quick hit of connection. And for better or worse, social media still works that way.

Fifteen years later, as I sit down with clients to discuss content development, customer service guidelines, multi-channel ad campaigns, and ROI across platforms—those core principles still hold:

• Authenticity still matters

• Local still wins

• People want to talk with you, not be marketed at

So Why Am I Talking About Restaurant Social Media Strategy Right Now?

Because it’s often the first thing business owners try to fix when growth feels flat. And it’s one of the last channels that should stand alone.

When clients come to me wondering, “Do we need to start posting again?” or “Should we launch a new channel?” —they’re asking the wrong question. Social media isn’t a silver bullet. It’s a signal. A mirror. Sometimes a distraction.

If you’re going to invest time, energy, and team attention into it, you should know the impact on your larger strategy. Otherwise, you’re just trying to shout louder into the void.

That’s where I come in.

I help businesses turn reactive posting into proactive, foundational marketing strategy. And I start with business impact.

Here's a peek at my quick mini-audit. Take a look at your channels (individually and as part of your broader marketing ecosystem):

Mini Social Media Audit

1. What story does your content tell? Is it clear, cohesive, and rooted in who you are?

2. Do you sound like a human—or a marketing textbook? Speak plainly.

3. Are you consistent? Not perfect—predictable.

4. Do you talk to your audience? Or just at them? Are you responding to comments, reviews, and feedback—or just pushing content?

5. Do you know the business impact? What’s the return on time, energy, and spend?

If You’re Still Reading… You Might Be Ready

Social media is just one channel—but often the loudest, and the most misused. I don’t just edit Instagram captions or watch your views. I look at your marketing through the lens of the whole ecosystem. Sustainable growth comes from knowing which channels to prioritize, how they connect, and what’s actually worth your time and resources.

So before you post that next margarita pic, ask:

• Is it Margarita Day, or are margaritas a core part of your brand story?

• Is your team excited to sell them—do you make a killer margarita?

• Are your digital and in-house menus aligned—with clear description, pricing, and brand placement?

• Are you selling a discounted cocktail—or the full experience: the recipe, the vibe, the patio, the people?

• Is this photo tied to a real promotion, vendor partnership, or sales goal—or just filling space?

• How many margaritas do you need to sell this month—and will this post help you get there?

If that feels like a lot, good.

Social media is a creative lift—and should be tied to real business goals. That’s how you reduce guesswork and focus on what actually works. I specialize in clarifying what’s working, what’s draining your resources, and how to grow smarter—including social, if it’s the right move.

Shoot me a message if you want a fresh set of eyes. Or grab 15 minutes to see if a Marketing Audit is the right next step.

Cheers!

P.S. This post was unofficially brought to you by the drink of the summer - the margarita. Forbes and Diageo say so

Margarita - the cocktail of the summer!