Brand Story & Positioning
Restaurant identity
Define a clear, repeatable identity for a regional, seasonal lunch-and-dinner restaurant.
Bios all use a core line like “Seasonal regional cuisine for lunch and dinner, crafted by [Chef Name].”
Pinned posts open with the restaurant’s concept before introducing dishes.
Website hero copy repeats the same positioning sentence used on social.
Menu philosophy
Explain why the menu changes with seasons and how that benefits diners.
Carousels introduce each seasonal menu with a short philosophy statement.
Captions explain how ingredients guide menu changes (e.g. “When the waters cool, we switch to…”).
Email intros tell guests what this season is “about” (comfort, freshness, celebration).
Chef’s craft
Present the chef’s skill and taste as the engine of the restaurant’s story.
Weekly reels showing the chef plating or explaining one component of a dish.
Posts highlighting signature techniques (smoking, slow-braising, fermenting) tied to hero dishes.
PR materials describing the chef’s background and influences in one tight paragraph.
Seasonal focus
Make seasonality a visible, consistent thread in content.
Start-of-season posts that outline key ingredients and 3–5 featured dishes.
“Last week of this menu” posts that gently invite reservations before the change.
Ingredient-focused reels that show produce at source and in the kitchen.
Dining experience
Show the feel of lunch and dinner services through consistent content themes.
Photo sets that contrast lunchtime brightness with evening intimacy.
Stories that follow a guest journey from arrival to dessert.
UGC features showing celebrations, business lunches and date nights.
Social proof and bookings
Use reviews and CTAs to reinforce trust and convert interest.
Review quote graphics paired with dish or ambience images.
“From our guests” carousels grouping 3–5 reviews by theme (service, flavours).
Add clear booking prompts in captions (“Reserve your table for Friday dinner”).
Content Standards
Platform use
Define how each platform supports the restaurant’s goals.
Instagram and TikTok for visual storytelling about the chef, menu and experience.
Google Business Profile focused on practical info, photos and reviews.
Email used for seasonal menu launches and key updates.
Pillar balance
Maintain a healthy mix of chef, menu, experience, proof and bookings.
Monthly calendar targets, e.g. ~30% chef, 30% seasonal menu, 20% experience, 10% reviews, 10% booking CTAs.
Each week includes at least one post from each major pillar.
Adjust underperforming pillars based on the monthly review.
Content quality
Set minimum standards for visuals and copy.
No dark, grainy food photos; only well-lit, clean compositions.
Check captions for clarity, correct dish names, and accurate ingredients.
All posts proofed for spelling and house style before publishing.
Brand safety and sensitivity
Ensure content respects cultural and dietary sensitivities.
Avoid jokes or references that could trivialise cultural traditions.
Clearly label dishes that contain common allergens or restricted ingredients.
Be mindful of how alcohol, meat and festive occasions are portrayed.
UGC guidelines
Define how you select and frame guest content.
Only repost UGC that aligns with the restaurant’s visual and tonal standards.
Always ask permission or follow platform etiquette when resharing.
Caption UGC with thanks and a link back to the restaurant’s core narrative.
Collaboration standards
Keep partnerships aligned with the restaurant’s identity.
Collaborations only with producers, artisans or brands that fit the seasonal, regional story.
Joint posts clearly explain why the partner matters to the restaurant.
Co-branded visuals still use the restaurant’s core visual language.
Reservation & Campaign Standards
Always-on reservation content
Maintain baseline content that supports reservations year-round.
Weekly posts that include clear instructions on how to book.
Highlights dedicated to “How to book” and “This week at [Restaurant].”
Regular reminders of walk-in policies and best times to visit.
Peak period campaigns
Set standards for holiday and high-demand campaigns.
Campaigns must include chef story, menu highlights, and booking prompts—never just promotion.
Visuals prepared in advance for major dates (Valentine’s, festive weeks, weekends).
Prominently position booking info in all peak-period content.
Off-peak activation
Use content to smooth demand and support quieter services.
Value-led posts for weekday lunch or early dinners (set menus, business lunch).
Stories featuring “quiet moments” or “ideal times for a relaxed meal.”
Occasional targeted offers anchored in quality, not deep discounts.
Launch sequences
Standardise how seasonal menus and specials are rolled out.
Teaser → reveal → behind-the-scenes → reviews → last-chance sequence.
Asset checklist (hero carousel, ingredient reel, chef quote, booking graphic).
Cross-channel synchronisation within a defined launch window.
Review integration
Ensure guest feedback is consistently woven into campaigns.
Launch campaigns include at least one post featuring previous season’s reviews.
Save and reuse review highlights when promoting similar dishes.
Monitor comments and occasionally turn positive feedback into posts.
Measurement expectations
Define basic performance metrics for reservation-supporting content.
Track link clicks, calls, DMs and reservation mentions per campaign.
Compare post performance with and without booking CTAs.
Use learnings to refine future campaign standards.
Tone of Voice
Warm and confident
Sound welcoming and assured, never stiff or over-hyped.
Short, clear sentences that feel like spoken language.
Avoid overuse of exclamation marks; rely on strong wording.
Express pride in craft without bragging.
Chef-led and personal
Let the chef’s perspective come through in a human way.
Occasional first-person messages from the chef.
Include stories with small personal details (memories, preferences).
Quotes used in posts that feel natural, not overly polished.
Ingredient-focused
Make ingredients and producers central to the language.
Mention ingredient names and origins in dish descriptions.
Use sensory adjectives (crisp, tender, smoky, bright).
Explain why certain ingredients are chosen for the season.
Experience-driven
Emphasise how it feels to dine, not just what is served.
Descriptions of ambience, sound and pace in captions.
Storytelling around rituals (pouring wine, sharing plates).
Narrated “mini journeys” through a meal.
Clear and practical
Make information effortless to understand and act on.
Use simple language for hours, booking and policies.
Avoid jargon in reservation-related posts.
Put key info (time, price, booking method) upfront or in the last line.
Regionally sensitive
Reflect local culture with respect and clarity.
Use local terms sparingly and explain them for non-local guests.
Match the tone to local dining norms (formality vs informality).
Acknowledge cultural occasions with appropriate framing.
Visual Style
Lighting and colour
Use visuals that reflect the restaurant’s real atmosphere.
Warm, natural light for dishes; avoid harsh flash.
Align the colour palette with the interior (wood, stone, greenery, etc.).
Minimal filters to keep food and space authentic.
Composition
Frame dishes and scenes cleanly and intentionally.
Use a clear focal point (hero dish, key gesture) in each shot.
Uncluttered backgrounds that feel like real tables and settings.
Occasional overhead and detail shots for variety.
People and atmosphere
Show guests and team to humanise the experience.
Shots of hands, smiles, shared plates, toasts.
Team portraits and candid moments in service.
Guests in context, with respectful framing and consent.
Templates and graphics
Use consistent design elements for text-based assets.
A standard layout for reviews and announcements.
Consistent typography across posts and Stories.
Place the logo or brand mark subtly where appropriate.
Seasonal visual themes
Reflect each season visually without extreme changes.
Ingredient close-ups that match the current season.
Update props and table elements (flowers, linens) seasonally.
Colour accents that shift slightly with seasons but stay on-brand.
Multi-format cohesion
Keep Reels, Stories and feed posts visually connected.
Use similar colour and framing styles across formats.
Reuse shots intentionally, with different edits for each format.
Use transitions and music that suit the restaurant’s mood.
Copy & Structural Style
British English spelling and grammar
Ensure all written content follows British English conventions and clean grammar.
Use British spellings (e.g. “colour”, “favour”, “centre”, “programme”) consistently across menus, posts and campaigns.
Align punctuation and capitalisation with UK editorial norms (e.g. sentence case in captions, minimal ALL CAPS, appropriate use of full stops).
Run spell-checks and quick peer reviews on key assets (menus, hero posts, campaign copy) to catch typos and grammar slips before publishing.
Menu descriptions
Write inviting, easy-to-understand dish descriptions.
Start with the dish’s core idea, then the key ingredients.
Explain any unfamiliar terms briefly.
Highlight what’s seasonal or special about each plate.
Story scripts
Structure Stories as mini narratives, not random posts.
Use “beginning → middle → end” across 3–5 frames.
Include at least one text frame that anchors the story.
End with a clear action or takeaway (book, try a dish, save).
Review copy integration
Blend guest words with brand voice smoothly.
Pair raw review lines with short commentary from the restaurant.
Use reviews as hooks for posts about specific dishes or experiences.
Avoid over-editing authentic guest phrasing.
Campaign narratives
Ensure campaigns follow a coherent story arc.
Map a simple arc (introduce → build anticipation → celebrate → recap).
Keep key phrases and concepts consistent across all campaign posts.
Close campaigns with reflective posts (“Here’s what guests loved most”).
Microcopy and UI text
Keep buttons, link labels, and short texts clear and on-brand.
Use “Reserve a table” instead of vague terms like “Click here.”
Keep website navigation labels and booking links simple.
Use on-brand wording for highlights and story titles.
Planning & Calendar
60-day content cycle
Plan content in 60-day blocks aligned with seasonal menus.
Map key beats: teaser, launch, mid-season, end-of-season, review.
Ensure each beat has chef, menu, experience and booking content.
Leave buffer slots for reactive content (reviews, UGC).
Weekly rhythm
Maintain a predictable weekly pattern that balances pillars.
Example weekly mix: Mon (menu), Wed (chef), Fri (experience), Sun (reviews or booking).
Regular Story slots for “this week in the kitchen” and “this week in the dining room.”
Weekly review of what’s scheduled vs what’s needed.
Cross-channel alignment
Keep website, email, social and listings aligned.
Use the same positioning and core messages across all channels.
Update menu info on website and listings when seasonal changes occur.
Sync email and social timing for launches and major events.
Campaign scheduling
Slot campaigns into the calendar without disrupting always-on content.
Reserve clear blocks for holiday or event campaigns.
Maintain baseline chef, menu, and experience posts during campaigns.
Document campaign dates and goals in one shared calendar.
Resource planning
Plan photo or video shoots and copy work around the calendar.
Schedule content capture days at the start of each 60-day cycle.
Assign responsibilities (chef, FOH, marketing, photographer).
Track asset needs per pillar to avoid shortages.
Seasonal review cycle
Build in time to review and adjust after each season.
Post-season meetings to analyse content performance.
Decide which stories to carry forward to the next season.
Update guidelines if guest preferences shift.
Production & Workflow
Idea intake
Capture ideas from the kitchen, floor and guests systematically.
Shared idea doc where the team can drop story and dish suggestions.
FOH notes key guest questions or reactions for future content.
Chef logs new dishes and experiments with short notes.
Content board
Visualise the flow from idea to live content.
Columns for “ideas, drafting, review, scheduled, published.”
Colour-coding by pillar (chef, menu, experience, reviews, bookings).
Weekly board check to keep things moving.
Approvals
Ensure sensitive content is properly checked.
Chef approval for menu and technical descriptions.
Management approval for pricing and offers.
Do a final brand check for tone and visual fit before publishing.
Asset capture
Systematise photo and video capture during service.
Plan specific services where you’ll capture content.
Define shot lists (hero dishes, ambience, team).
Store assets in organised folders by date and pillar.
Drafting and editing
Standardise how copy and visuals are prepared.
Draft captions in a shared document with reference images.
Use a small checklist for each post (pillar, CTA, clarity).
Edit visuals to match agreed lighting and colour standards.
Publishing and monitoring
Coordinate publishing and immediate performance checks.
Use scheduled posting tools for consistency.
Check early engagement to respond to comments and DMs.
Note posts that quickly drive bookings or strong reactions.
Measurement & Optimisation
Pillar performance tracking
Measure how each content pillar contributes to goals.
Tag posts by pillar in your analytics.
Compare engagement and reservation-related metrics by pillar.
Increase focus on high-performing pillars without dropping others.
CTA effectiveness
Test and refine reservation-focused calls-to-action.
Try different CTA wordings and monitor link clicks or calls.
Evaluate performance of posts with vs without explicit CTAs.
Adjust language based on what feels most natural and effective.
Timing and cadence
Identify optimal posting times for different content types.
Track performance by day and time for lunch vs dinner content.
Use data to decide when to post menu vs experience stories.
Refine weekly rhythm based on reservation patterns.
Campaign results
Review each campaign’s impact on reservations and brand metrics.
Compare pre-, during and post-campaign reservation numbers.
Assess which campaign content types worked best (chef-led, review-led, experience-led).
Keep a simple log of key takeaways per campaign.
Guest feedback loop
Integrate qualitative feedback into optimisation.
Collect frequent guest questions and sentiments from FOH and online comments.
Use feedback to clarify information in future posts.
Highlight recurring compliments in social proof content.
Guideline evolution
Keep the guideline living and responsive.
Review and update topics at least twice a year.
Add or refine examples based on new practices or trends.
Remove elements that no longer fit the restaurant’s direction.
