Let me guess. You’ve been in kitchens longer than most of these influencers have known how to hold a knife. You’ve paid your dues — double shifts, burnt palms, endless prep lists. You’ve built a menu you’re proud of, plated dishes that tell stories, trained your team to run like clockwork. This restaurant? It’s your name, your sweat, your standards.

And then you look online… There’s a kid with a ring light and a salad racking up 500,000 views.

It’s not even a good salad. Yeah. I know the feeling.

But before you write it off as nonsense, here’s what I’ve come to realize — it’s not about skill anymore. It’s not even about flavor. Not online, anyway.
It’s about attention. And that’s a whole different game. Nowadays, Restauranteurs must the the masters of all crafts, marketing including. 

The Harsh Truth: Great Food Isn’t Enough

You might believe, like I used to, that great food speaks for itself. That if you nail the quality, the rest will follow.

Offline? Maybe. Online? Not a chance.

In 2025, the Instagram algorithm decides who gets seen. And, unfortunately, as of yet, it hasn’t evolved taste buds. It doesn’t care that your octopus is local, or that you hand-roll your gnocchi daily. It cares about clicks, shares, watch time, and momentum.

That’s why some of the best restaurants in Sarasota barely get noticedon social, while someone microwaving mac-and-cheese in portrait mode goes viral before dessert’s even plated.

Because those kids? They’ve learned to play the game. Short-form video. Trending audio. Quick hooks. And yeah — they know when to give a post a little push to make sure it doesn’t disappear five minutes after going live.

Going Viral Isn’t Luck — It’s Logistics

There’s this old-school belief that virality is just… luck. But think of it as a well stocked fridge. Same as you would be prepared for the dinner service, creators are prepared with tools that help build momentum. Some of them are working with an Instagram promotion agency to give their content early traction — so it lands in front of actual people, not just bots and your bartender’s cousin. But same as with quality produce - make sure to choose legitimate marketing agency that brings real followers: cheapest is not always the best. 

We both know presentation matters. You could have the most flavorful dish in the house, but if it’s slopped onto the plate, it’s not leaving the pass. Same with the content. Paid boosting isn’t about faking it — it’s about getting eyes on what you’ve already done well. It’s garnish for your feed. It helps your best stuff get the attention it deserves.

Sarasota’s Top Spots Deserve More Than 124 Views

If you're putting your heart into your craft, and your reel gets 124 views and a few sympathy likes from the kitchen staff — something’s off.

I’ve seen this story play out again and again — brilliant kitchens with no online footprint. It’s not because they’re doing anything wrong, it’s because the game has changed. In 2025, platforms like Instagram reward early engagement more than ever. According to Hootsuite’s 2024 study, posts that gain traction within the first hour are four times more likely to appear on Explore pages or Reels feeds.

So if your post doesn’t move quickly, it doesn’t move at all. Visibility has become a numbers game — not in terms of followers, but in momentum.

That’s why more chefs and restaurant owners are rethinking how they approach Instagram. They’re treating it like part of their marketing stack — right alongside photography, email campaigns, and even print menus. Because what’s the point of sourcing heirloom tomatoes or curing meats in-house if no one outside your four walls knows about it?

You spend hours crafting an experience. Why not spend a few minutes making sure people actually see it?

You Don’t Need to Dance For Reels — Just Think Like a Marketer

No one’s asking you to start dancing in the kitchen. You don’t need to turn into an influencer overnight.

But you do need to think like a modern brand — one that understands visibility is part of the equation now. That might mean filming a 15-second reel of your risotto being finished at the pass, or capturing your bartender doing a pour-over cocktail with great lighting. It might mean posting consistently, testing different audio clips, or taking five minutes to write a caption that actually tells a story. Or yes — taking that one post you know is gold and giving it a strategic push with an Instagram boosting service.

Because Sarasota diners are on their phones. They’re watching. Scrolling. Choosing.

And if you’re not showing up in their feed? You’re probably not showing up in their Friday night plans either.

Not Sure Where to Start? Here Are 4 Campaign Ideas That Actually Work

If the idea of "running an Instagram campaign" feels vague or overwhelming, start simple. These aren’t influencer gimmicks — they’re real strategies that restaurants around the world are using to grow visibility and connect with guests in meaningful ways.

1. “Behind the Pass” Mini-Series
Film quick, unfiltered clips of your team prepping, plating, or calling orders during service. It doesn’t have to be perfect — just real. Think of it as a glimpse into the heartbeat of your kitchen.

One restaurant doing this well is Fallow in London (@fallowrestaurant). Their feed is filled with raw, behind-the-scenes footage that captures the intensity, rhythm, and creativity of a working kitchen. It gives followers an authentic sense of what it’s like behind the pass — and keeps them coming back for more.

2. Reel Your Specials
Your food already looks great on the plate — so show it off in motion. Take your weekly or seasonal specials and turn them into short Instagram Reels using trending audio and quick, punchy visuals.

Fatima’s Grill (@fatimasgrill) in California does this brilliantly. Their videos of sizzling, colorful dishes are bold and attention-grabbing — helping them grow a cult following far beyond their local area. It’s fast, fun, and effective marketing that turns views into foot traffic.

3. Team Spotlights
People love seeing the faces behind the food. Feature your line cooks, bartenders, or hosts. Share their personalities, stories, or let them take over the account for a day. It builds trust and makes your space feel more personal.

Dirty Bones in London (@dirtyboneslondon) nails this approach. Their staff are front and center — mixing drinks, dancing on the line, or just being themselves. That kind of openness brings customers closer and turns casual diners into loyal fans.

4. Countdown to an Event
Got a wine dinner coming up? Launching a new seasonal menu? Build anticipation with a 3-day (or longer) countdown. Use teaser clips, moody lighting, or ingredient close-ups to drop hints without revealing everything.

The Grounds of Alexandria in Sydney (@thegrounds) is a great reference here. They treat their events like mini-movie releases, building hype through a steady stream of well-timed content. It creates buzz and makes guests feel like they’re part of something special before the doors even open.

Start with one of these and put your own spin on it. And when you know a post deserves more eyes — don’t let it fade. Give it that extra momentum with a boosting service to help it break through the noise. Because in a world full of scrolls and swipes, a little visibility goes a long way.

Show the World What You’ve Built

You’ve done the hard part. You’ve built the kitchen, the team, the menu, the vibe. You’ve sacrificed. You’ve stayed late. You’ve made it work. Now make sure people see it.

You don’t need to chase trends. But you do need to be visible.
And if that means borrowing a few tricks from someone filming avocado toast in their dorm? So be it. Because this is your craft. Your livelihood. And it deserves more than just local love — it deserves reach.