In a recent episode of the True Hospitality podcast, hosts Alan and Justin sat down with PR strategist Jordan Culbertson to unpack the current relationship between social media and the hospitality industry. Their conversation dives into the benefits, limitations, and real-world implications of using social platforms to promote businesses in today’s topsy-turvy digital landscape.
One key question: Is social media really doing what we think it’s doing?
The conversation cuts through the hype to get real about what’s working, what’s not, and how restaurant owners can shift toward more sustainable, authentic ways to promote their business in 2025 and beyond.
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Social Media Isn’t a Silver Bullet
Social media has become a default marketing channel for most restaurants—but is it actually moving the needle?
Jordan challenges the common assumption that social media is always worth the time and money. While it can boost visibility, especially during a launch or special event, it rarely leads to consistent, long-term growth on its own. What works for one restaurant may flop for another, and virality is impossible to predict or engineer reliably.
Instead of blindly feeding the “social beast,” Jordan urges hospitality professionals to assess whether their digital efforts are truly aligned with their business goals.
📌 Tip: Ask yourself—what does success look like? Is it increased foot traffic? A loyal email list? Local media coverage? Match your strategy to those goals, not someone else’s metrics.
The Algorithm Isn’t Your Business Partner
While restaurant owners pour resources into content creation, the return is increasingly uncertain. Platforms like Instagram and TikTok rely on algorithms that prioritize certain types of content (short-form video, trending sounds, polarizing opinions) and de-prioritize others (authentic storytelling, local updates, static images).
This means that even thoughtful, high-quality content may never reach its intended audience unless you “pay to play.”
📌 Tip: If you’re spending money on ads or hiring a social media manager, measure ROI carefully. Are you getting more reservations, email signups, or repeat customers? If not, it may be time to shift gears.
PR and Storytelling Still Matter
While social media is a fast-moving stream, traditional PR is more like a well-dug well—it might take longer to build, but it yields deeper, more lasting results. Jordan explains that public relations is essentially relationship-building with your community. This includes working with food writers, local media, bloggers, and podcasters to share your story in a meaningful way.
She notes that even a single strong piece in a local publication can create a measurable uptick in reservations and word-of-mouth buzz.
📌 Tip: Invest time in developing a compelling origin story. Why did you open this restaurant? What makes it different? This story can power everything from press releases to podcast interviews.
Quality Over Quantity, Always
One of the strongest takeaways from the episode is the call for quality. Whether you’re sharing a behind-the-scenes kitchen video or working with a journalist on a profile, it’s the intention and storytelling that create impact—not the volume of posts.
Posting every day without purpose can lead to creative burnout and audience fatigue. Instead, consider scaling back and focusing on thoughtful, value-driven content.
📌 Tip: Ask your audience questions. Share stories about your team. Highlight seasonal ingredients. Show the heart behind your business.
The Hidden Cost: Burnout
Managing a restaurant is already a full-time job. Adding daily social media management, community engagement, and reputation monitoring to that list often leads to exhaustion or diminished returns.
Jordan cautions against expecting chefs or operators to wear too many hats. If possible, outsource—but only if it makes financial and strategic sense. Otherwise, find low-lift, high-impact ways to engage.
📌 Tip: Consider batching content weekly, using scheduling tools (like Later or Buffer), or rotating responsibilities across trusted team members.
Build Real-Life Community
One of the most powerful parts of the conversation is the reminder that real community is built in real life. A well-curated social media feed might attract eyeballs, but the true magic happens when people gather over food and connection.
Instead of trying to “go viral,” restaurants might benefit more from in-person events, collaborations with local makers, or partnerships with other businesses. Even a small neighborhood restaurant can build deep loyalty by being visible, involved, and present offline.
📌 Tip: Host a tasting night. Collaborate with a local artist or florist. Partner with a nearby bookstore. Focus on experiences that generate local buzz—and real connection.
Email Marketing is Making a Comeback
Social platforms may come and go (remember Vine?), but email remains a direct, personal, and cost-effective tool for staying in touch with customers.
With tools like Substack, Mailchimp, and ConvertKit, restaurants can craft newsletters that feel personal and valuable. Share behind-the-scenes updates, announce new menu items, or spotlight regulars—this is a channel you own and control.
📌 Tip: Offer a simple incentive (like a free dessert or early access to reservations) to encourage email signups.
Redefining Success in Hospitality
Toward the end of the podcast, Alan and Justin challenge the idea that a “successful” restaurant must be media-savvy, award-winning, or social-media-forward. What about the corner diner that’s been quietly feeding generations? Or the family-owned local spot that never had Instagram but thrives on word of mouth?
These are successful hospitality stories too—and they deserve more recognition.
📌 Tip: Don’t compare your business to polished influencer accounts. Focus on delivering joy, consistency, and hospitality every day. That’s what really lasts.
Final Thoughts
Social media can be a valuable part of your restaurant’s toolkit—but it should never be the whole toolkit. Real growth happens when businesses align their digital strategy with their values, their story, and their community. Whether you’re starting fresh or looking to course-correct, this moment is a great opportunity to slow down, reflect, and choose intentionally.
As Jordan wisely puts it:
“Social media for restaurants is an invitation—an invitation to experience real-life hospitality.”
Let’s use it that way.