How Often Should a Restaurant Post on Social Media? A Practical UK Guide

Running a restaurant, cafe or pub in the UK is busy. Service comes first. So the real question isn’t “How often should we post on social media?” It’s “What can we keep up with, week after week, without it falling apart?”

This guide gives you a practical posting schedule for Instagram and Facebook, plus what to post (besides food photos), how to take better phone pictures, and how to reply to comments and reviews without it eating your day.

How often should a restaurant post on social media?

For most independent UK restaurants, a sensible starting point is 3–5 posts a week on Instagram and 2–4 posts a week on Facebook, plus Stories most days if you can.

But the “right” frequency depends on what you can produce consistently. An account that posts twice a week every week will usually do better than one that posts daily for ten days and then disappears for three weeks.

A realistic posting baseline (that most teams can manage)

• Instagram feed: 3 posts per week
• Facebook page: 2 posts per week (can be the same content as Instagram)
• Instagram Stories: 3–5 short updates per week (quick snaps, reposted tags, behind-the-scenes)

If you already have a bit of rhythm, step it up gently:

• Better: Instagram 4–5 posts/week and Facebook 3–4 posts/week
• Only if you have time and content: 6–7 posts/week (but don’t force it)

Why not just post every day?

You can. But daily posting only works if:

• You’re not scrambling for photos at 10pm after close.
• Your posts aren’t all the same (another burger, another flat pint, another “book now”).
• You can keep it going in your quiet weeks too.

If daily posting makes you hate social media, drop the frequency and improve consistency.

How often should a restaurant post on Instagram and Facebook?

Instagram and Facebook behave differently, and your customers use them differently too.

Instagram: 3–5 feed posts a week + Stories when you’re open

Instagram is more visual. You’ll get the best results from strong photos, short videos, and a clear “this is why you should come in” message. Stories matter because they keep you top-of-mind, and they’re quick to make.

Minimum viable plan for Instagram:

• 3 feed posts/week (mix of food, people, and “what’s on”)
• Stories on service days (a couple of quick clips is enough)

Facebook: 2–4 posts a week (and keep key info updated)

Facebook is still useful for local discovery, events, and an older audience. It’s also where people message about bookings, parking, accessibility, kids’ options, and opening times.

Minimum viable plan for Facebook:

• 2 posts/week (often the same as Instagram)
• Keep your page details correct: opening hours, phone number, address, link to booking

What about LinkedIn?

If you do corporate lunches, private dining, events, catering, or you’re hiring regularly, LinkedIn can help. You don’t need to post loads. 1 post a week is plenty, focused on team, jobs, suppliers, awards, and local partnerships.

What should a restaurant post besides food photos?

Food photos are important, but if that’s all you post, your feed starts to look samey. Also, not every dish photographs well under kitchen lights. Mix in content that helps people decide to visit.

12 post ideas that aren’t just “here’s a plate”

• Menu context: “What’s new this week” or “What’s back by popular demand”.
• Best-sellers: One post a month highlighting your top 3 ordered items.
• Behind the scenes: Prep, deliveries, daily specials board going up.
• Staff spotlights: A quick hello from the chef, bar manager, or weekend team.
• Customer questions: Parking, dog-friendly areas, high chairs, allergens, gluten-free options.
• Drinks content: Seasonal cocktails, local ales, wine by the glass, 0% options.
• Events: Live music, quiz night, tasting menu, themed nights, sports fixtures.
• Local ties: Supplier shout-outs (but keep it genuine and specific).
• How it’s made: A short clip plating a dish, pulling a pint, latte art.
• Offers with a reason: Early-bird menu, midweek set menu, Sunday roast booking reminder.
• Social proof: Repost a tagged photo (with permission) or share a review (keep it simple).
• Practical info: Holiday hours, last orders, private hire info, how to book.

A simple weekly content mix (copy this)

• Post 1: Best-seller dish or drink (clear description + price if you like)
• Post 2: What’s on (specials, event, set menu, Sunday roast)
• Post 3: People/behind-the-scenes (team, prep, atmosphere)

If you can manage 4–5 posts a week, add:

• Post 4: Customer question answered (parking, dogs, allergens)
• Post 5: Short video (10–20 seconds is enough)

How do you take good food photos on a phone?

You don’t need a fancy camera. You do need decent light, a clean lens, and 60 seconds of care. Most “flat” food photos are down to lighting and clutter, not the phone.

1) Use window light (and turn off harsh indoor lights)

Best option: put the plate near a window during the day. Try to avoid overhead spotlights and mixed lighting (it makes food look grey or yellow).

• Stand so the light comes from the side, not from behind the plate.
• If the shadows are heavy, use a napkin or menu as a reflector on the darker side.

2) Clean the lens

It sounds silly, but a quick wipe with a t-shirt makes a big difference.

3) Choose one angle and stick to it

• Top-down (flat lay): Good for pizza, brunch, sharing boards.
• 45-degree angle: Good for most plates and bowls. Shows height.
• Eye-level: Good for burgers, stacked desserts, cocktails.

If you’re not sure, use 45 degrees as your default.

4) Keep the background tidy

Remove the clutter. No dirty cloths, no half-full water jugs, no random garnish tubs. A clean table, a neutral board, or a plain wall works.

5) Tap to focus and lower the exposure a touch

On most phones you can tap the food to focus, then slide your finger to slightly darken the image. This helps whites look white and makes colours pop naturally.

6) Take 10 photos, pick 1

Do a quick burst: wide shot, closer shot, different angle. Then choose the best one. This takes less time than trying to rescue a weak photo later.

7) Keep editing simple

Avoid heavy filters. If you edit at all:

• Increase brightness slightly (if needed).
• Reduce highlights (to stop plates looking blown out).
• Add a small amount of contrast.

When is the best time for a restaurant to post?

There is no single best time, and these are general starting points rather than data: post when your customers are thinking about food and making plans, then check your own Insights and adjust.

• Late morning (10:30–11:30): People plan lunch or evening.
• Mid-afternoon (14:30–16:30): Often a good moment to catch people deciding on dinner.
• Early evening (17:00–18:30): Last-minute bookings and walk-ins.

Days vary by venue. As a rough guide:

• Wednesday and Thursday: Good for promoting midweek covers and events.
• Friday: Good for weekend reminders (post earlier in the day).
• Sunday morning: Great for roasts, brunch, and “we’ve got space” updates.

How to find your best times (without getting nerdy)

• Check Instagram Insights once a month for when followers are active.
• Post at one consistent time for 2–3 weeks.
• Adjust by an hour if you’re always missing the mark.

Don’t overthink it. Timing matters less than posting regularly with clear, useful content.

Should staff appear in a restaurant’s social media?

Yes, if they’re comfortable with it. People like seeing the humans behind a place. It builds trust and makes your venue feel welcoming.

It also takes pressure off perfect food photography. A decent photo of the team pulling together on a busy night can outperform another dish shot.

Simple ways to include staff (without making it awkward)

• Quick intro: “This is Sam. He runs the bar. Ask him about the new local pale ale.”
• Hands-only: Pouring a pint, plating, chopping herbs. No faces needed.
• Team moments: Staff meal, birthday, new starter, end-of-service high five.
• Expert tip: Chef explains how to order your steak, or bar staff suggests a pairing.

Keep it respectful

• Ask before filming or posting.
• Don’t pressure anyone to be on camera.
• Avoid posting staff when they’re stressed mid-rush.

How should a restaurant reply to comments and reviews?

Replying matters because it shows you’re present and you care. It doesn’t need to be long. It does need to be calm and consistent.

Replying to comments (a quick system)

• Check once a day (or once per service day).
• Like positive comments even if you don’t reply to all of them.
• Answer questions clearly and move to DM only when you need personal details.

Reply templates for comments

• Compliment: “Thanks so much — glad you enjoyed it. See you again soon.”
• Booking question: “Best to book here: [link]. If you’re stuck, give us a ring on [number].”
• Allergen question: “We can help. Please speak to the team when booking/arriving so we can guide you safely.”

Replying to reviews (Google, Facebook, etc.)

Good reviews: reply within a week if possible. Bad reviews: reply when you’re not angry, and keep it short.

Reply templates for reviews

• 5-star: “Thanks for coming in and for the lovely review. Hope to see you again soon.”
• 3-star / mixed: “Thanks for the feedback — it’s helpful. Sorry it wasn’t a full five stars. If you’re happy to share more, please message us so we can look into it.”
• 1–2 star (service issue): “Sorry to hear this. That’s not the experience we aim for. Please contact us on [email/phone] with the date and time of your visit so we can look into it.”

Avoid arguing point-by-point in public. State your standards, invite them to contact you, and move on.

A simple 30-minute weekly routine (for busy teams)

If you’ve got no time, you need a routine that fits around service. Here’s one that works for many small venues:

• Pick 3 moments to capture this week (one dish, one drink, one people/atmosphere).
• Take photos during prep or before service (better light, less stress).
• Choose 3 photos (don’t overthink it).
• Write simple captions: what it is, why it’s good, when to have it, how to book.
• Schedule them so you’re not posting in a panic.

Where SitePost can help (without adding more work)

If the sticking point is writing captions and getting posts scheduled, SitePost is built for that. You upload your photos, and it writes captions in your venue’s own voice (based on tone, do’s and don’ts, and hashtags you set once). Then you can schedule to Instagram, Facebook and LinkedIn, and upload approved videos to your own YouTube channel.

You connect accounts through Meta’s and LinkedIn’s official business logins, and SitePost never sees your social passwords. There’s a calendar showing what’s queued up to 60 days ahead, and you can edit or move posts before they go out. SitePost Pro is £199/month + VAT with a 3-day free trial, cancel any time.

If you’re currently posting “when you remember”, having a fortnight of posts queued can take the pressure off the team.

Putting it all together: a posting plan you can stick to

If you want one clear answer to “how often should a restaurant post on social media?”, use this:

• Instagram: 3–5 feed posts per week, plus Stories on the days you’re open if possible.
• Facebook: 2–4 posts per week (often the same as Instagram), keep page info up to date.

Then focus on consistency, decent lighting, and a mix of posts that help people decide to visit: the menu, the vibe, the team, and what’s on.

FAQ

Is it better to post more often or post better content?

Better content, consistently. Start with 2–3 strong posts a week that you can keep up. Increase only when it feels easy.

Should we post the same thing on Instagram and Facebook?

Yes, that’s fine for most small venues. Save time by cross-posting, then add the odd Facebook-specific update for events or local community posts.

What if our food photos always look flat?

Move closer to window light, tidy the background, and lower exposure slightly after tapping to focus. Also mix in people, drinks and atmosphere so you’re not relying on perfect plate shots.

How many hashtags should a restaurant use on Instagram?

Use a small set you’ll actually stick to: your venue name tag, your town/area, and a few dish or cuisine tags. Keep them relevant and don’t spam.

How quickly should we reply to comments and messages?

Same day if you can, especially for booking questions. If that’s not realistic, set a routine: check once a day on open days, and once over the weekend.

Do we need to be on every platform?

No. Do Instagram and Facebook well first. Add another channel only if you have a clear reason and enough time to keep it updated.