July 2, 2025
Social media has become the new word of mouth for restaurants. The modern, digitally tuned-in diners are heavily influenced by what they see online, and a single food photo, short video, or clever caption can draw them in or drive them away from your business.
In fact, 74% of diners decide where to eat based on social media, and 22% say it’s the reason they come back. That’s more than half your potential guests being swayed by a single scroll.
However, while most restaurants today post photos and stories, only a few stand out above the noise. What makes them different? Why do some brands go viral while others get overlooked?
In this article, we’ll explore the best restaurant social media campaigns, what they have in common, and share actionable takeaways you can use to create stronger, smarter campaigns of your own.
The foodservice industry in 2025 is overflowing with eateries, cafés, diners, restaurants, and fast food joints. There are numerous options to choose from, which also means a lot of competition to cut through.
Posting mouthwatering food shots isn’t enough anymore. The restaurants that truly thrive on social media are the ones that understand what makes their audience stop, engage, and share.
At its core, social success is comprised of three key elements: consistency, creativity, and connection. Here’s what sets top restaurant campaigns apart:
Standing out takes more than content. It takes strategy, a clear voice, and a deep understanding of what today’s diners truly care about. With the right approach, any restaurant can build a distinct presence.
To see what this looks like in practice, let’s take a look at some standout campaigns worth learning from.
There’s no one-size-fits-all formula for going viral, but the best restaurant campaigns tend to fall into a few clear lanes. Some win with bold, original ideas. Others partner with influencers to expand their reach. Many stand out through brilliant content and visuals, while a few simply know how to make people laugh and engage.
So, let’s dig deeper into some of the most successful social media campaigns by the biggest names on the block:
In a crowded feed, innovation is what makes people stop scrolling. These restaurants broke the mold, not just with visually appealing designs, but with fresh ideas that made people curious, excited, and eager to share.
Image credits: Chipotle
To connect with younger audiences, Chipotle launched a virtual game on Roblox called Burrito Builder, where users could create and roll burritos to earn real-world rewards. It evolved into one of the most creative uses of gamified marketing in the food space, with 4.1 million gameplays in its first week, and subsequently reached a total of 6 million plays shortly after launch.
Why it worked:
Image credits: Panera
Panera invited users to post their own drink mixes using Panera’s Charged Lemonades and other beverages. The brand then featured top mixes on social media, bringing personalization to the forefront. The AR extension reached 9.3 million users across Facebook and Snapchat, generating 47,000 shares and 171,000 swipe-ups and click-throughs.
Why it worked:
Image credits: Domino’s
In 2019, Domino’s let users scan any pizza (even a competitor’s) to earn reward points through their app. This surprising twist made headlines, and the campaign generated over 1 billion media and social impressions, fueling app downloads and earned awareness.
Why it worked:
These campaigns demonstrate that thinking outside the box can capture attention and create memorable experiences that convert casual viewers into loyal fans.
Another approach that consistently delivers strong results? Collaborating with the right influencers to tap into new audiences and build trust at scale.
Influencer marketing isn’t new, but when done right, it feels anything but ordinary. The most effective restaurant campaigns treat influencers as creative partners and go beyond basic sponsored posts.
Image credits: Dunkin’ Donuts
Dunkin’ Donuts partnered with TikTok star Charli D’Amelio to launch “The Charli,” a custom cold brew drink inspired by her go-to order. The collaboration was more than successful, as app downloads surged by 57% on launch day and hundreds of thousands of “The Charli” drinks were sold in the following week.
Why it worked:
Image credits: McDonald’s
McDonald’s teamed up with global pop icons BTS to launch a branded meal and limited-edition packaging, which was amplified by content from BTS and their fan base. The meal helped drive the highest monthly app downloads in the brand’s history at the time, and same-store sales leaped nearly 25.9% in the U.S. during the campaign window.
Why it worked:
Image credits: Sweetgreen
In 2021, Sweetgreen named tennis star Naomi Osaka its first official athlete ambassador. Beyond a typical collab, she joined as an investor and co-created a custom bowl. The campaign resulted in 10% of proceeds donated to FoodCorps, garnering significant positive PR.
Why it worked:
Influencer collaborations like these prove that reach alone isn’t enough; it's the alignment between a collaborator and brand that makes campaigns click.
But not every great campaign needs a famous face. Sometimes, the content speaks for itself.
Great content doesn’t always need a gimmick. Some of the most effective restaurant campaigns win attention by focusing on quality visuals, authentic stories, and a strong sense of identity.
These brands demonstrate that when your content aligns with your customers’ values and habits, engagement naturally follows.
Image credits: Starbucks
In one of its most heartfelt campaigns, Starbucks launched #WhatsYourName to support transgender and non-binary communities. The campaign centered on customers ordering coffee using their chosen names, a deeply personal experience for many.
The move was deeply appreciated by communities worldwide, and the 60-second TV spot achieved a 97.75% completion rate, winning the Channel 4 Diversity in Advertising Award and a £1m prize of free media spend.
Why it worked:
Image credits: Pokeworks
Pokeworks leaned into the power of short-form video to showcase how their dishes are made, from fresh ingredients being sliced to the bowls being built. Their Reels and TikToks don’t just sell; they satisfy, tapping into the oddly addictive appeal of food prep videos.
Why it works:
Image credits: Ocean Prime
Ocean Prime puts its high-end experience front and center, tailoring its visuals and messaging to fit each city’s vibe. From rooftop lounges in Beverly Hills to business dinners in Chicago, they localize content while maintaining their luxury image.
Why it works:
When visuals are sharp and storytelling is sincere, restaurants don’t need to shout to stand out.
Although not every brand leans on aesthetics or emotion, some win hearts (and timelines) with snappy comebacks, trending humor, and bold personality.
In a crowded feed, humor is often the fastest way to win a scroll, a like, and even a loyal customer. These restaurant brands decided to drive the conversation using wit, irreverence, and meme-savvy content to connect with younger audiences and bring serious attention to their menus.
Image credits: Wendy’s
Wendy’s turned up the heat on Twitter with clapbacks, roasts, and a full-blown rap EP titled We Beefin’?, a direct shot at frozen beef competitors. The campaign achieved 758 million media impressions globally, showcasing just how much the internet loved it.
Why it worked:
Image credits: Taco Bell
With a cheeky nod to conspiracy theories, Taco Bell launched “Belluminati”, a campaign teasing its value menu as a secret society offering crave-worthy deals. The tone was mysterious, clever, and hilarious, complete with faux-Illuminati imagery and over-the-top narration.
The campaign generated over 3.4 billion media impressions, largely driven by influencer reactions and Gen Z buzz
Why it worked:
Image credits: Smashburger
Smashburger took a punchy, high-energy approach with its “Ready. Set. SMASH!” rebrand. Short, dramatic clips of burgers hitting the grill were paired with sound effects, meme-style captions, and playful commentary that stood out on TikTok and Instagram Reels.
Online ordering surged by 41% following the rebrand and app relaunch, with sales growth outpacing the category's performance.
Why it worked:
From viral humor to heartfelt storytelling, behind-the-scenes content to bold brand voices, these campaigns prove one thing: when restaurants show up creatively, their audiences do too.
So, what can we learn from these standout campaigns? Let’s break down the key takeaways that can help your restaurant win on social media.
The best restaurant social media campaigns don’t rely on luck or one-off viral hits. They’re built on consistency, creativity, and a strong brand voice that keeps audiences coming back for more. Here’s what you need to get right for maximum impact:
Regardless of your size or budget, these principles can help any restaurant establish a stronger, more resonant online presence.
And if you're looking for the right tools to put these strategies into action, you can always turn to iOrders.
Behind every successful restaurant social media campaign is a system that turns engagement into action. iOrders helps you bridge that gap by not only driving visibility but also providing you with the tools to boost your social media presence.
With built-in support for social media marketing, paid ads, and email campaigns, iOrders enables you to run targeted, data-driven campaigns that attract guests and keep them coming back for more. Be it a seasonal promo or a viral moment you want to maximize, iOrders helps ensure that your campaigns deliver results.
With iOrders, you get access to the following features:
iOrders provides a comprehensive ecosystem to run smarter campaigns, engage your audience, and grow your brand, all on your terms.
The best restaurant social media campaigns are the result of clear brand identity, strong content, and strategic execution. What sets great campaigns apart is how well they connect with diners and convert attention into loyalty. With so much effort going into your online presence, it only makes sense to have a platform that supports every step of that journey.
iOrders helps you manage digital campaigns, streamline orders and delivery, and build stronger customer loyalty. It's designed to support your growth on your terms and turn social media momentum into long-term business success.
Ready to grow your restaurant’s digital presence? Book a demo with iOrders today and see how our platform can help you turn engagement into lasting customer relationships.
