Website vs. Instagram? Why your restaurant needs both to be successful!
If you run a restaurant today, you can hardly avoid Instagram. But many restaurateurs are faced with the question: is a perfect social media presence enough, do you need a professional website – or is a combination of both the key to success?
Since the coronavirus pandemic, the gastronomy industry has digitalised rapidly. Guests prefer to book their tables online, check the menu on their smartphone in advance and expect all important information to be available at the click of a button. At the same time, their expectations of restaurants have changed: They are not just looking for good food, but also an experience – and that often starts online. And those who work with the right channels open up many opportunities to attract potential customers.
However, one thing is essential for both: all relevant information must be quick and easy to find. Nobody wants to spend a long time searching for opening hours or an address, let alone having to find out how to make a reservation.
And now to the essentials: Instagram, website or both?
Why Instagram can make your restaurant big – if you use it right
Instagram can be a real game changer for your restaurant – if you use it right! The platform offers enormous reach: in 2023, 4.76 billion people worldwide were active on social media – a huge number of potential guests. If your posts are liked and shared, your popularity will increase almost automatically. What’s more, algorithms allow users to come across your restaurant even if they haven’t actively searched for it. Foodies can become aware of your restaurant via hashtags, reels or influencers.
Another advantage is direct interaction with your guests. Not only can you respond quickly to feedback via Instagram, but you can also gain valuable insights into customer wishes. Complaints can be resolved directly and you can show all followers that you take criticism seriously. Surveys, stories and comments also help you to find out what goes down well – and what doesn’t.
However, creating a profile is not enough – consistency is key! To make Instagram work for you, you need regular content: appealing photos of dishes, insights into your team, maybe even your weekly menu. It sounds simple, but it’s often a challenge. It’s worth having a content plan so that you don’t forget social media in the stressful day-to-day running of your restaurant. Plan in advance when you will upload which posts, collect images and text material and keep your engagement high by responding to enquiries and reposting customer feedback. If you don’t have the time, desire or talent for this, it may be worth getting a professional agency on board.
Why a website is indispensable – and what it can do better than social media
When potential guests are looking for a restaurant, they want one thing above all: to find all the important information quickly and reliably. A website is the perfect place to go for this – it offers everything that matters at a glance: Menus, opening hours, location, contact details and the option to book online.
But a website is much more than just a digital shop window. It tells the story of your restaurant, introduces your team and conveys the philosophy behind your concept – in a more detailed and structured way than is possible on social media. Here you can emphasise special features, showcase your offer and gain the trust of new guests.
Another major advantage is better visibility in search engines. While Instagram posts are often only visible to existing followers, a well-optimised website can ensure that your restaurant appears high up on Google – which is exactly where most people search for a suitable place to eat or drink.
Conclusion
If restaurateurs want to be successful in the long term, there is no way around a well-designed website. Even if platforms such as Instagram are indispensable channels for addressing specific target groups today, they are no substitute for a professional website. Social media is fast-moving and often only offers a fraction of the information that potential guests are really looking for. A website, on the other hand, remains permanently available, is professionally designed and presents all important information clearly. It also serves as a central base from which you can link your social media channels in a targeted manner.
Another decisive advantage is better visibility in search engines. While Instagram posts are dependent on algorithms and cannot be found specifically, an optimised website ensures that your restaurant appears higher up in Google searches. Social media content is only ever as visible as the respective platform allows. In addition, social networks only offer limited space for important information. A menu or detailed information about your restaurant can be posted, but will quickly disappear or no longer be found. On a website, on the other hand, you can present all of this clearly – and always keep it up to date.
The website is also clearly ahead in terms of control and consistency. Social media platforms are subject to constant change. A new algorithm or changed guidelines can drastically limit your reach overnight. A website, on the other hand, belongs to you – and remains fully under your control.
If you have little time or budget, you should therefore first invest in a well-structured, simple but appealing website – with all the relevant information, professional images and a simple reservation system. After all, an Instagram profile that is barely updated and is more reminiscent of a digital graveyard doesn’t help anyone – it’s better to leave it alone.
The best strategy? Use both wisely! A strong website as a stable basis and social media for reach and interaction.
Websites + social media: The perfect combination
While a website is essential for information and professionalism, social media shines with audience loyalty and brand visibility. A look at successful restaurants quickly shows that the best businesses rely on a skilful combination of both.
Social media can serve as a funnel that directs potential guests to your website. An Instagram post with your signature dish or the latest beer on tap, for example, can link directly to online ordering, the menu or special offers on your website. Not only does this attract attention, but it also gives guests a direct way to take action – whether it’s making a reservation, placing an order or simply finding out more about your restaurant.
But even though social media plays a crucial role in attracting and retaining guests, the website remains the foundation of your online strategy. It provides the depth, reliability and control that modern consumers expect when choosing a restaurant. Unlike social media posts, which disappear in the algorithm or are only temporarily visible, a website remains permanently findable and structured.
A clever combination of both not only reaches new target groups, but also creates trust and a seamless customer journey – from the first discovery on Instagram to the final table reservation or order on the website.
If this is all too much for you or you are unsure how to create the best possible online presence, we would be happy to advise you! Just write to us – we look forward to presenting your restaurant digitally to perfection.
