Restaurant Social Menu Architecture

Restaurant Social Menu Architecture & Content Engineering

If your menu is the product, your social should act like a menu discovery machine.

Most restaurant feeds are random.
The best ones are engineered.

1) Give the menu a role

Your social isn’t “brand personality.”
It’s appetite + decision + action.

2) Build POV formats

Formats create velocity:

• the bite
• the pull
• the drip
• the crunch
• the build
• the reveal

3) Texture wins

Texture is conversion.
Sound, close-ups, steam, break, stretch.

4) Package LTOs like entertainment

If it’s limited, it should feel like an event.

5) Create rituals

A weekly “thing” beats random posting.

6) Measure ordering behavior

Track what formats drive:

• saves
• shares
• “where is this?”
• clicks
• sellouts

Category Takeaway
Great restaurant social doesn’t “look good.”
It makes people order.

Related Cases:

Popeyes

Osmow’s

Janes