Most independent restaurants handle social media on the fly—snapping random photos, posting when they remember, and hoping something sticks. That’s not a strategy—it’s a pain in the butt.

The Restaurant Rebellion approach flips the script. Social media becomes a system, not a time sink. The formula is simple: Strategy → Planning → Execution. Do it right, and social turns into a real driver of guests, repeat visits, and brand loyalty.

Strategy – Stop Guessing, Start Systemizing

Before you ever hit “post,” you need a strategy. Social media only works when it’s built on a clear foundation that focuses on a few key tactics:

• Content Pillars: Think of a pillar as a theme - like Behind-the-Scenes, Menu Highlights, Community, or Promotions, etc. Start with three to four pillars that make the most sense for your restaurant. As your brand voice sharpens, add a couple more.. Pillars keep your feed consistent without feeling repetitive.
  
  

• Platform Focus: Don’t chase every platform - focus on a couple to get started. Begin with Facebook and Instagram—they’re where restaurant audiences live and they integrate well with your other digital tools. Once you master those, you can layer in others if it makes sense for your brand and audience.
  
  

• Content Batching: Instead of scrambling and attempting to create every post start to finish at one go, batch creation into focused sessions. This allows you to be more productive as you get in the flow and save time for each step in the creative process.

Photography/Video – dedicate time to shooting and assembling visuals of your food, team, and story.

Editing/Design – polish visuals so they’re consistent with your brand.

Captions/Writing – align the message with your pillars and calls-to-action.

Scheduling – load everything into a social media planner so the work is done ahead of time.

Pro Tip- Consistency Over Volume: Better to post less often but regularly than to burn out chasing daily content.

Want the full framework? The Social Media Strategy chapter of The Restaurant Rebellion book breaks it down step by step.

Planning – Build for Consistency, Not Chaos

Planning is where most restaurant owners drop the ball. They post when they “find time,” which usually means inconsistent bursts followed by silence. The fix? A social media planner.

• Map your pillars: Rotate themes each week so your feed has variety and balance.
  
  

• Pick your frequency: 3–4 posts per week is plenty for most restaurants starting out.
  
  

• Start with weekly planning: In the beginning, set aside a block of time each week to build and schedule your posts. Once you’ve built the habit and system, move to batching 1–2 times per month to save even more time.
  
  

When you plan this way, you shift from reactive (“What should I post today?”) to proactive (“This week is already covered.”).

Execution – Consistency Wins

Execution is where the system pays off.

• Repurpose smartly: A single behind-the-scenes video can become an Instagram Reel, a Facebook post, and a story.
  
  

• Commit to scheduled + leave room for spontaneous: Scheduled posts keep you consistent. Spontaneous updates—like a sold-out dish, live event, or quick team moment—keep you authentic.
  
  

• Track and adjust: Every month, review your insights. Which posts drove engagement? Which ones flopped? Double down on what’s working, cut the rest.
  
  

Execution isn’t about perfection—it’s about showing up consistently in ways that connect with your audience.

Conclusion

Social media isn’t about “posting pretty pictures.” It’s about building a loyal base that turns followers into regulars.

Stop winging it. Start running your marketing like a machine - Strategy. Planning. Execution. That’s the path to more diners, stronger branding, and less wasted time.

Ready to go deeper? Check out The Restaurant Rebellionfor full frameworks, tools, and hands-on guidance to systemize your marketing.