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How to Market Your Food Business on TikTok

Learn how to set the table for success by promoting your menu, sharing your unique story, engaging with trends, and maintaining consistency in your content, all the while connecting with a hungry audience on one of today’s most dynamic social platforms.

With its wide audience, short-form video format, and ability to bring people together, TikTok is any brand’s golden opportunity to increase their reach. It offers a way for food businesses to showcase their culinary delights, share behind-the-scenes glimpses of what’s happening in the kitchen, and connect with a diverse audience hungry for the next big food trend. 

Whether you’re a cozy café, a bustling bakery, or a gourmet restaurant, mastering TikTok marketing can help you plate up your offerings in a way that captivates. The question is: How do you do it? 

It may seem daunting, but don’t let it scare you off. Read on to learn how to market your food business on TikTok.

Set up your TikTok profile

On TikTok, your profile is the front door to your business. It’s the first plate you serve to potential customers, and as with any first course, the presentation is everything. 

This touchpoint decides whether viewers take a seat at your table, or simply continue scrolling.

Choosing the Perfect Icon

Think of your icon as the centerpiece of your table setting. It should be visually appealing and reflect your brand’s personality. Whether it’s a mouthwatering dish, your logo, or a quirky chef’s hat, ensure it’s eye-catching and appetizing. This small image is your first chance to convey the essence of your brand.

Crafting a Flavorful Bio

Your bio is the menu description of your business on TikTok. It should be succinct, yet flavorful, giving potential followers a taste of what to expect. 

Utilize this space to highlight what makes your food business unique. Are you known for your recipes? Do you offer an unmatched dining experience? Or perhaps, your focus is on sustainability and local sourcing? Whatever your specialty, make it known. Include a call to action, like directing users to a reservation link or your latest menu, to turn profile visitors into real-world patrons.

Remember, your TikTok profile is more than just a digital footprint; it’s an invitation to experience your brand. So, take the time to ensure your profile is as delectable as your offerings.

Promote your menu 

Think of your menu like a storyboard waiting to come alive. Viewers might not care so much for mere photos showing off your finished product. It’s up to you to transform them into visual feasts that entice and excite. 

For example, capture the sizzle of a steak on the grill, the artful drizzle of a chocolate glaze, or the vibrant colors of a fresh salad coming together. 

By promoting your menu through TikTok, you transform your dishes from mere descriptions on a page to must-have experiences. This approach not only markets your menu but also builds a flavorful online presence that can attract food lovers far and wide.

Share your story

In the heart of every food business lies a story. Sharing yours on TikTok can help you forge a deeper connection with your audience, transforming viewers into loyal supporters. After all, stories that unveil the people behind the dishes encourage customers to give you their support.

Let your audience in on the origins of your business. How did you start? Was it inspired by a family recipe passed down through generations? Or perhaps it’s the culmination of a lifelong dream to bring a certain cuisine to your local community? 


a lot of you have asked me how I opened my restaurant at 22 and why I decided to build Kurepu Crepes. Catch me on @TikTok Australia ‘Mind Your Business’ Vodcast, Wednesday 18th from 3pm AEDT to find out. Chicken & Mushroom crispy noodles EXACTLY like Takeout. #dumplingskirt #chowmein #wok

♬ original sound – dimsimlim

Don’t be afraid to share moments of triumph, the challenges you’ve overcome, and the milestones that have marked your journey. 

People crave authentic connections, and by sharing your story, you invite them to more than just a meal; you offer them a seat at your table. These narratives not only encourage customers to support you but also build a community around your brand, one heartfelt story at a time.

Show what happens behind the scenes 

Showcasing the cooking process, the meticulous preparation for opening or closing, or even the thoughtful design of posters, logos, and menus offers a transparent view of what it takes to run a restaurant. This not only highlights the craftsmanship and dedication behind each offering but also taps into a widespread appreciation of TikTok for “how it’s made” content.

Capture the early morning hustle as the kitchen gears up for the day, the team’s coordination during peak hours, or the quiet after-hours when everything is set back in place. Share clips of the chef perfecting a new recipe, the precision when plating, or the effort that goes into creating visually appealing menus and branding materials. These glimpses behind the curtain reveal the complexities and joys of the food industry, fostering admiration and respect for your business.

Behind-the-scenes content humanizes your brand, showing the faces and stories behind each dish. It’s a celebration of the unseen efforts that contribute to the dining experience, encouraging viewers to support not just for the food, but for the people and the passion that make it all possible.

Keep up with trends

There’s no TikTok without its trends. For food businesses, this presents a golden opportunity to show off your brand in fun, trendy ways. Engaging with popular hashtags, sounds, and challenges not only showcases your personality but also increases your visibility.

ALSO READ: Trendjacking: How to ride the trend wave

Jump on culinary trends or participate in viral challenges that align with your brand’s identity. This could mean creating your own unique spin on a trending recipe, showing off your plating skills in a popular format, or even integrating viral dance moves into your kitchen routines. The key is to keep it relevant and authentic to your business.

Remember, TikTok users are drawn to content that entertains, educates, or inspires. By keeping up with trends, you not only stay top-of-mind among your followers but also create opportunities for viral moments that can catapult your food business to new heights. Stay agile, keep creating, and let the trends work in your favor.

Be consistent 

Consistency is your key to success. It’s not just about posting regularly–you have to maintain a consistent voice, schedule, and introduction across your videos. Consistency helps in building brand recognition, fostering a loyal following, and ensuring your content remains accessible and engaging to both new and existing followers.

Maintain a consistent voice

Your TikTok account is the digital persona of your business. Whether it’s witty, informative, or inspirational, keeping a consistent tone in your videos helps in establishing a strong brand identity. 

Stick to a posting schedule

Your TikTok presence needs a routine. Consistently posting at times when your audience is most active ensures your content has the best chance of being seen and engaged with. This doesn’t mean you need to post every day, but finding a rhythm that works for your business and sticking to it can greatly improve your visibility and follower growth.

Introduce yourself regularly

Each TikTok video is an opportunity to greet new faces. Consistently introducing yourself and your business at the beginning of your videos makes your content newcomer-friendly. This practice invites new viewers into your world, turning casual scrollers into part of your community.

Consistency in these areas not only strengthens your brand’s presence on TikTok but also cultivates a sense of familiarity and trust with your audience. Over time, this consistent effort can transform your food business into a recognizable and beloved TikTok destination, drawing customers both online and into your establishment.


M2.0 Communications is a PR and digital marketing agency offering a variety of public relations and digital services to drive your business forward and boost brand awareness among your target audience. Visit our case studies page to learn more about the brands we collaborate with.

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