In food and beverage marketing, influencer collaborations have gone from a fun experiment to a powerhouse strategy. In fact, the influencer marketing industry is expected to hit a jaw-dropping $32.55 billion globally in 2025, and the food sector is serving up some seriously impressive numbers. In fact, 63.8% of brands plan to partner with influencers this year.
So, yeah, itโs safe to say that influencers are more than just pretty facesโtheyโre a driving force in the restaurant world.
But what's behind this surge? Well, it's not just about partnering with anyone whoโs got a big following. Micro-influencers (those with 10K-100K followers) are taking center stage, offering more authentic, relatable content that truly resonates with local audiences. Throw in some strategic partnerships, and you've got a recipe for success.
Just ask Chipotle, whose collaboration with TikTok stars Alexis Frost and Keith Lee made their fajita quesadilla launch a sizzling hit.
@keith_lee125 Replying to @chipotle #ChipotlePartner Chipotle Story time with @Alexis Frost ๐ Would you try it in March? ๐ #quesadillahack #foodcritic โฌ original sound - Keith Lee
By listening to fan requests and working closely with influencers, Chipotle brought a TikTok hack to life, creating a new menu item and generating massive sales. The results were undeniable: 34 million social impressions, 3.7 million social engagements, and two of Chipotle's top digital sales days ever.
This article will explore the top restaurants and cafes influencer marketing campaigns, showcasing how strategic partnerships are transforming the industry.
- 1. Flipping the Script: Easy Street Burgers' Recipe for Success with Influencer Power
- 2. Pizza, Influencers, and a Whole Lot of Sizzle: Talespinโs Secret Sauce for Success
- 3. Crumbl Cookiesโ Sweet Social Media Strategy: The TikTok Cookie Crumble That Took Over
- 4. Chili's Sizzles on Social: How Mischief Made It Cool Again
- 5. Jollibee's U.S. Expansion: Influencer Magic That Served Up Results
- 6. Dรถner Shackโs Grand Opening: A Kebab Launch That Went Viral with Local Flavor
- Cooking Up Success: Key Takeaways from Influencer Marketing in Restaurants & Cafes
1. Flipping the Script: Easy Street Burgers' Recipe for Success with Influencer Power
Easy Street Burgers, the humble family-owned gem nestled in Studio City, Los Angeles, has proven that a great burger can go a long way โ especially when it's served with a side of influencer magic. By strategically teaming up with TikTok titans Keith Lee and Cardi B, the restaurant cooked up a campaign that not only ignited a social media frenzy but also turned their foot traffic into a parade.
Here's a breakdown of how they did it.
Campaign Brief and Strategic Approach
The goal was simple: drive brand awareness and flood the restaurant with customers. Easy Street knew the way to people's hearts was through their stomachs โ and influencer-driven TikTok content was the recipe.
By aligning with TikTok stars whose audiences mirrored the restaurant's target demographic, the campaign delivered authentic, high-engagement content. Think of it as finding the perfect pairing for a fine wine, except the wine had a massive social media following and the steak was a juicy burger.
Influencers Involved
- Keith Lee: Keith is to food reviews what Beyoncรฉ is to music. When he gave Easy Street a glowing review, the results were instant โ long lines and an army of burger fans swarming the restaurant. Itโs safe to say Lee's endorsement wasnโt just a review; it was a VIP pass to the burger capital of LA.
- Cardi B: The rapperโs involvement took things up a notch. Cardi isnโt just a chart-topping artist; she's a cultural force. Her collaboration didnโt just boost the restaurant's local recognition but gave it national attention. It was like adding a sprinkle of glitter to a great burger โ suddenly, everyone wanted a taste.
Strategic Tools and Platforms
TikTok was the secret sauce of this campaign. The platformโs viral nature, combined with high-quality video content showcasing mouthwatering burgers, ensured that viewers weren't just watching โ they were rushing to try the food themselves. Itโs the modern-day equivalent of seeing an influencerโs selfie and immediately heading to the store to grab whatever they're wearingโฆ but with burgers.
Key Results and ROI
Whatโs the best way to gauge a campaignโs success? Just ask the long lines of burger enthusiasts! After Keith Leeโs endorsement, Easy Street saw its foot traffic soar, with a surge in both local and out-of-state customers. Cardi Bโs involvement upped the ante, resulting in a 25% revenue boost, following Keithโs 100% spike.
The final tally? A campaign ROI that speaks for itself โ if only their burger-flipping skills were as profitable as their social media strategy.
2. Pizza, Influencers, and a Whole Lot of Sizzle: Talespinโs Secret Sauce for Success
When it comes to pizza, the right mix of flavors can make all the difference. But when it comes to influencer marketing, the right mix of influencers can turn a pizzeria from "hidden gem" to a full-blown local sensation. Talespin Pizza in Houston proved this with their deliciously executed campaign, which resulted in a surge in both brand awareness and sales.
Letโs take a slice-by-slice look at what made this campaign so irresistible.
Campaign Overview and Strategic Approach:
Talespin Pizzaโs campaign aimed to serve up a piping hot portion of awareness and salesโtwo of the most powerful ingredients for any local business. The pizzeria strategically partnered with local food influencers to spotlight its unique "Neo-Texan" pizzas.
The influencers, including the ever-popular Shawn Singhย and Thanh โWayneโ Dang, tapped into their large Houston-based followings to share their authentic experiences with Talespinโs pizzas. Think of it as the digital equivalent of word-of-mouth marketing but with a side of #FoodP*rn.
Key Results:
The results were, well, quite tasty. After influencer reviews hit the digital streets, Talespinโs pizzas became the talk of the town. The demand was so overwhelming that the pizzeria sold out by 4:30 p.m. on the same dayโand this wasnโt just a one-time surge.
They were selling up to 300 pizzas daily. Talk about a dough-terrific win. The campaign not only drove traffic to the pizzeria, but it also led to an explosion of likes, shares, and comments across Instagram and TikTok, providing the perfect recipe for growing a loyal customer base.
Strategy That Served Up the Hype
Talespin Pizzeria didnโt just toss their campaign into the social media void โ they served it with precision. By teaming up with local food influencers who actually knew their way around Houstonโs dining scene, the brand ensured their message landed right where it mattered: in the feeds (and stomachs) of real food lovers.
Instagram brought the drool-worthy visuals, while TikTok delivered the viral magic โ with creator Shawn pulling in over 13,500 likes on a single post. And thanks to clear, consistent messaging across the board, the content felt unified but never forced. Local, bold, and totally crave-worthy โ just like the pizza.
3. Crumbl Cookiesโ Sweet Social Media Strategy: The TikTok Cookie Crumble That Took Over
Crumbl Cookies isn't just baking up a storm with their rotating weekly menuโthey're crafting the future of dessert marketing, and itโs all happening on TikTok. From ice cream-inspired treats to viral flavor unveilings, Crumbl has turned its cookies into more than just a snackโtheyโre a social media sensation.
Campaign Breakdown: Sweet, Savory, and Strategic
Crumblโs marketing strategy revolves around keeping the cookie game fresh with a rotating menu of flavors that keeps people coming back for more. TikTok is their stage of choice, where they showcase new flavors with engaging videos that don't just tell you about the cookiesโthey make you crave them.
High-quality visuals, slow pans, and ASMR-worthy cookie shots resonate with Gen Z, while tapping into trending TikTok challenges boost engagement and shareability. The result? 71.4 million impressionsโ77% above expectationsโand a solid 311.8K engagements. Not bad for a few cookies, huh?
Influencers: Diverse, Authentic, and Deliciously Effective
Rather than sticking to the usual food influencer pool, Crumbl thought outside the cookie jar. They tapped into a range of creators from dance enthusiasts to fashion influencers and even celebs like former Bachelor contestants, ensuring they connect with diverse audiences.
But the magic didnโt stop thereโthey encouraged user-generated content, turning customers into brand advocates. The hashtag #CrumblCookies now boasts a whopping 3.4 billion views on TikTok, with a 9% engagement rate. That's not just a campaignโit's a movement.
@janemukbangs 8/12 Crumbl Cookies of the week! ๐ฉทโญ๏ธ๐ช #crumblcookies #crumblcookiesoftheweek #cookies #mukbang #fypใทใviral #review โฌ original sound - janemukbangs ๐
Tools and Platforms: TikTok, Instagram, and the Power of Short-Form Videos
TikTok is Crumblโs golden ticket, with short-form videos that align with platform trends and are tailor-made for the Gen Z audience. But donโt sleep on their Instagram and Facebook efforts either. Consistent, high-quality content across platforms keeps the conversation flowing and the cravings alive.
Results: Cookie Cravings, Higher Engagement
Crumblโs ROI is undeniable. The campaign generated not only impressive impressions and engagement but also solid follower growthโ9.6 million on TikTok alone. Thatโs a sweet spot that even their competitors canโt seem to crack. And letโs not forget user-generated content. Itโs clear that Crumblโs fans arenโt just eating their cookiesโtheyโre making sure the world knows about them, one TikTok at a time.
4. Chili's Sizzles on Social: How Mischief Made It Cool Again
Chili's Grill & Bar, known for its casual dining appeal, needed a fresh recipe to win over the elusive Gen Z crowd. The solution? A blend of social media savvy, influencer partnerships, and viral food challengesโserved piping hot.
By leaning into platforms like TikTok and Instagram, Chili's reinvented its brand personality, going from old-school to the life of the digital party. And when it comes to influencer-driven success, this campaign is definitely in the "chef's kiss" category.
Strategic Approach Highlights:
To win over Gen Z โ the crowd that practically lives on TikTok and runs on sarcasm and iced coffee โ Chiliโs needed more than just bottomless chips. They needed a vibe shift. And thatโs exactly what they delivered.
By diving headfirst into social platforms like TikTok and Instagram, Chiliโs gave its brand a digital glow-up. The goal was clear: make Chiliโs cool again. And thanks to a clever mix of influencer partnerships, viral food challenges, and unapologetically fun content, the brand pulled off a full-on rebrand without losing its laid-back charm.
The results? Letโs just say the internet ate it up โ literally. Engagement rates jumped, follower counts took off like a trending sound, and those featured menu items? Flying off the tables. Chiliโs went from โyour parentsโ go-to dinner spotโ to โthe place Gen Z is posting about at 11 p.m.โ Thatโs not just marketing โ thatโs a full-course comeback.
Execution: Influencers: The Spice of the Campaign
Mischief, the creative agency behind the magic, used social listening tools to identify trending topics, ensuring the campaign wasnโt just another scroll-through. Enter the Triple Dipperโa humble appetizer that became TikTok royalty thanks to influencers who knew how to serve relatable, snackable content.
Rather than chasing big-name celebs, Chiliโs wisely partnered with micro-influencers who could connect authentically with their followers. This wasnโt about flashy endorsements; it was about real people making the brand feel like the fun, no-frills dinner option we all crave.
@keilapacheco CHILIS NEW SECRET MENU ITEM!!๐ถ๏ธNASHVILLE HOT FRIED MOZZARELLA๐ฅ๐These were so good!โค๏ธ#chilis #chilispartner #menuhacks #chilissecretmenu#chilismukbang#chilistripledipper#chilismozzarellasticks#burger #burgermukbang#juicyburger#crunchy#bigbites#asmr#asmrsounds#foodasmr #crunchyasmr#asmrfood#Foodie#foodvideo#foodmukbang #mukbangeatingshow#mukbangs#fastfoodmukbang#eatingvideo#eatingshow #eatingsounds#eatingasmr#foodasmr โฌ original sound - Keila
Content: Where Humor Meets Value
What worked best? Humor, relatability, and value-driven promotions. Memes, challenges, and user-generated content helped generate buzz around the brand, creating a sense of community among customers. And letโs not forget the food dealsโbecause nothing gets Gen Z to click buy like a good discount.
5. Jollibee's U.S. Expansion: Influencer Magic That Served Up Results
When Jollibee, the Filipino fast-food chain thatโs quickly becoming a global sensation, wanted to boost foot traffic to its U.S. locations, they turned to Influicity for some influencer-powered spice. With a savvy approach that blended micro-influencers with localized targeting, this campaign didnโt just drive engagement โ it got people off their couches and into Jollibeeโs iconic red-and-yellow chairs.
Campaign Strategy: Targeting the Right Bite-Sized Audiences
The goal was clear: get more people in the door. To do so, Influicity rolled out a micro-influencer strategy, pinpointing influencers whose audiences were geographically aligned with Jollibeeโs U.S. locations.
Itโs like casting a fishing line into the exact spot where the fish are biting. They didnโt just target any influencer โ they focused on those whose followers lived in proximity to Jollibee restaurants. This laser-focused approach ensured that the campaign didnโt just reach eyeballs but actually connected with consumers ready to take action.
Influencers: The Real Dish on Jollibee
A carefully selected squad of 22 influencers with high engagement rates and the right audience mix brought the campaign to life. These influencers didnโt just post pretty pictures โ they shared authentic, review-style content that felt as genuine as a family recipe.
And with narratives that sounded more like a friend recommending an ad, they created content that made followers crave Jollibeeโs famous Chickenjoy and Halo-Halo.
@janemukbangs I swear @Jollibee chicken has the best fried chicken๐คค and their peach mango has always been my favorite dessert. I can eat like 10 of those. Also, the new Ube pie was so SCHRUMPTIOUSSS. They better keep that on the menu๐ค Pineapple drink 11/10 ๐ฉ #janemukbangs #Foodie #mukbang #jollibee #fyp #foryou #foryoupage #viral #eatingshow #foodtiktok #jollibeemukbang #jollibeechickenjoy #crunchyasmr #crunchymukbang โฌ original sound - janemukbangs ๐
Amplification for Maximum Impact
Influicity didnโt just rely on random posts โ they amplified the content strategically. By zeroing in on Designated Market Areas (DMAs), they ensured each post hit the right local markets, generating over 1.3 million hyper-targeted impressions. These werenโt just views; they were views from people likely to pop by a Jollibee location and enjoy a meal. It was the digital equivalent of handing out flyers at a crowded concert โ only way cooler.
Campaign Results: From Digital Buzz to Real-World Foot Traffic
The results? A whopping 3.5X increase in foot traffic. Thatโs a clear win for a campaign that relied on digital engagement to make a real-world impact. With the help of influencer-driven content, Jollibee turned online buzz into offline action โ the ultimate goal of any influencer campaign.
6. Dรถner Shackโs Grand Opening: A Kebab Launch That Went Viral with Local Flavor
When Dรถner Shack, a UK-based fast-casual kebab sensation, opened its first London location on Baker Street, they werenโt just serving up delicious kebabsโthey were also dishing out a masterclass in influencer marketing. Partnering with Disrupt Marketing, this campaign didnโt just get mouths watering; it got social media feeds buzzing.
Hereโs a look at how they made it happen.
Campaign Brief and Strategic Approach:
The goal? To create a local stir about Dรถner Shackโs debut in the heart of London, drum up excitement for their menu, and drive hungry foot traffic. Disrupt Marketing tackled this by handpicking 13 local influencers whose audiences were primed for a kebab craving.
These influencers were briefed in detail before the event, ensuring they stayed on-brand while enjoying the creative freedom to authentically showcase the experience. After all, when it comes to influencer marketing, creativity > copy-pasting a brandโs script.
Tools and Platforms:
Instagram and TikTok were the chosen platforms, where influencersโ knack for creating drool-worthy content helped the campaign hit home with foodies. Both platformsโ visual nature made them a natural fit, ensuring that the kebabs took center stage while the influencers added their unique flair.
Key Results:
Hereโs where things get spicy. The campaign scored:
- 1.2 million impressions
- 27,000 engagements
- 1,400 link clicks
These numbers donโt just highlight impressive reach; they also demonstrate that this was no run-of-the-mill campaign. The high engagement and link clicks suggest Dรถner Shackโs culinary allure wasnโt just on displayโit was actively driving potential customers to their new spot.
Campaign Success:
The post-campaign analysis showed significant buzzโboth online and offlineโthanks to the stellar engagement metrics. In an era where local launches can easily be drowned out in a sea of digital noise, Dรถner Shack managed to cut through with a campaign that delivered measurable ROI in the form of awareness, excitement, and potential customer acquisition.
This campaign is a prime example of how, when executed right, local influencer partnerships can transform a restaurantโs opening into a community-wide eventโone Instagram story (and kebab) at a time.
Cooking Up Success: Key Takeaways from Influencer Marketing in Restaurants & Cafes
Influencer collaborations in the restaurant and cafe industry thrive on authenticity, strategic partnerships, and leveraging micro-influencers to target specific, engaged audiences. Brands should experiment with local influencers, create relatable content, and embrace short-form platforms like TikTok and Instagram for maximum impact.
As this industry continues to evolve, staying agile and tapping into real-time trends will be essential for staying ahead in the competitive digital space. Innovate, adapt, and watch your brand sizzle!
