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How Restaurants Can Use Threads to Their Advantage

Debbie MillerAuthor

In the digital age, social media platforms are crucial for businesses to connect with their customers. Threads, the latest creation from Meta (the parent company of Facebook and Instagram), seeks to offer users a fresh perspective on digital interactions. Threads is a versatile and dynamic social media platform that allows businesses to curate engaging content, connect with their target audience, and establish a strong brand presence. In this article, we'll explore why restaurants should create a Threads account.

What is Threads?

Since its debut in early July, Instagram Threads has proven to be a powerful marketing tool. The platform strives to be a more interactive experience (and less about general noise). Unlike platforms that focus on superficial connections or endless scrolling, Threads encourages users to engage in “threads” – ongoing conversations centered around user-generated topics.

Why use Threads for your brand?

Threads offers several advantages for restaurants. With its emphasis on close-knit communities, many brands leverage Threads to show their personalities and curate humorous content. This approach fosters a sense of belonging and enhances restaurant loyalty, leading to increased customer satisfaction and advocacy. 

How to link your Instagram to a Threads account for your business

One of the unique things about Threads is that it seamlessly integrates with Instagram. As soon as you download the Threads app, it’ll prompt you to log in with your Instagram account. This allows users to seamlessly connect with folks they already know and follow there and allows your existing followers to find you, Be sure to customize your notification and privacy settings, too. 

How to use Threads

Once you’re set-up, you’ll see your feed filled with posts from the people you follow. While Instagram is an image-based platform, Threads is text-focused. Sure, you can also share photos, videos, and other media if desired. However, focusing on text-based content provides a different experience and a deeper opportunity to foster real-time and authentic communication. 

How can you effectively use Threads to promote your restaurant? Here are a few key tips:

  1. Create short, witty content: As we said, Threads is text-focused. Take advantage of the opportunity to reach your audience by posting shorter, memorable notes. 

  2. Engage with your audience: Respond promptly to comments and messages from followers. Post interactive questions, polls, and timely content to interact with your audience.

  3. Establish a posting schedule: Consistency is key. Create a content calendar to ensure you regularly share updates and maintain a presence on Threads. However, don't be afraid to jump on engaging moments or trends that you think could benefit your brand, too!  

How to Establish Your Brand on Threads

Building a strong brand presence on Threads is essential for restaurants. Start by incorporating consistent aesthetics. Maintain a consistent visual style in your posts to reinforce your brand's identity. Use your logo, brand colors, and unique visual elements. From there, tell your story. Talk about your restaurant’s history, mission, and values. This personal touch can resonate with your audience and build brand loyalty. Once you build a solid following on social media, you can incorporate other tactics like email marketing to keep in touch.

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How to Engage with Your Audience

Social media marketing is all about connecting with your customers. Start by asking thought-provoking questions to get your audience engaged. Tailor the questions toward the type of food you offer or some of your values. This encourages your audience to share opinions, insights, and experiences. Starting conversations with and around your restaurant helps build connections and community around your brand.

How to Include Threads in Your Social Strategy

To make the most of Threads, integrate it into your overall social media strategy for your restaurant. This includes promoting your Threads account on your other social media platforms, website, and even on-site. If you have a particularly well-performing thread, highlight it with a direct share to your Instagram story, or screenshot it and add a photo background to share to your Instagram grid or other social channels. Encourage your Instagram followers to follow your Threads profile for exclusive content. To take it a step further, partner with local influencers or other businesses to create collaborative content. You can accomplish this by tagging accounts back and forth to boost your content. This can expand your reach and introduce your restaurant to new audiences. 

How are restaurants using Threads?

Restaurants are leveraging Threads in creative ways. Check out these examples: 

Jeni’s Ice Cream

With over 50,000 on Threads, Jeni’s Ice Cream does a great job of showcasing its personality. They recently partnered with Olivia Rodrigo for a cone takeover which included an overview of Olivia’s order and more behind-the-scenes insight. 

RegionAle Sandwich

Sharing high-quality photos of your menu items can entice potential customers and build anticipation. Unlike on Instagram, posts on Threads can be accompanied by captions and clickable links. RegionAle Sandwich does a great job of sharing menu items and making it easy for customers to order.

Sprinkles

Sprinkles does an excellent job of leaning into pop culture and online trends. For example, when companies started a trend of sharing the one key aspect of their brand, Sprinkles followed CrumblCookies to jump on board.

Fat Lamb Louisville 

Showcasing behind-the-scenes content provides your audience an “exclusive” look into your back-of-house. Give your audience a glimpse of the kitchen, your chefs, and the hard work that goes into creating memorable dining experiences. Fat Lamb does this well.

Logan’s Roadhouse

Logan’s leans heavily into humor on their Threads account. In addition to some photos and funny images, they do a lot of brief, text-only posts that lean heavily into their branding. This is the perfect way to show personality and humanize the company. Logans also does a lot of replying to other brands and trending moments. This means they show up in your feed a lot even when they're not posting original content, which is a strong strategy.

Ani Ramen

Ani Ramen shows a lot of personality on their Threads account, too. They feature celebrity photos, memes, emojis, and pop culture tie-ins. For example, Ramen loving Barbie is a fitting ode to the success of the Barbie movie.

Why Your Restaurant Should Be on Social Media

Being on social media platforms like Threads is essential for restaurants in today’s digital landscape. It allows you to connect with your audience, build a strong brand, and stay competitive in a crowded marketplace. By following these steps and embracing Instagram Threads, your restaurant can enhance its online presence, engage with customers, and ultimately drive business growth.

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