Otter’s latest restaurant product features for July. Make customer experience better with multi-store ordering.

Otter Product Updates – July 23, 2025

What’s new: Your customers can now check out with just a single cart when they order from different brands or concepts at your food hall, ghost kitchen, stadium, or cinema. They will now only see one cart and one bill, while the respective items will be routed to the right restaurants. Each store then receives its part of the order. Orders are marked complete when every store has fulfilled its part of the order. Learn more here.

Multi-store ordering is available as an add-on to your Kiosk or Online Ordering subscription for $20 per month per brand. Speak with an Otter representative to get yours today. 

Why it matters: Previously, customers had to go through the ordering process multiple times and pay additional delivery fees if they wanted to order from several different brands. This led to customers limiting their orders to just one store. With multi-store ordering, they can pick and choose items from different concepts at your location, just as if they were ordering from one menu. This makes it more convenient for them and increases the likelihood of larger check sizes. 

With centralized management of kiosks and a single online ordering channel, it is also much easier for you to provide a consistent experience for your customers and operators. There’s no need for a standalone kiosk and website for every restaurant under your roof, making it easier to onboard new brands. 


Otter customer Flavor District has seen firsthand how multi-store ordering on their Otter Kiosk “has cut down confusion and sped up the experience from beginning to end”. Watch their story here.

Kiosk and Online Ordering: Multi-store ordering

July 23, 2025 Product Updates

Contactless dining: How QR codes, kiosks, and mobile payments are becoming the norm

In just a few years, contactless dining has shifted from an emergency public health measure to a cornerstone of the quick service restaurant (QSR) experience. What began as a way to reduce physical touchpoints during the COVID-19 pandemic has become the preferred dining experience for today's customers. Guests now actively choose restaurants with standard features like digital menus, self-serve kiosks, and mobile payment options.

QSRs are leading this adoption because their business models demand speed, efficiency, and consistency across every interaction. Contactless tools deliver exactly what these brands need: the ability to serve more guests faster, with fewer errors and higher customer satisfaction. For operators, contactless dining is no longer a hygiene concern, but now a comprehensive toolkit for driving growth, streamlining workflows, and maintaining competitive advantage in the restaurant industry.

This guide examines how contactless dining functions in today's market, from core technologies to measurable business impact. You'll learn about the operational and financial benefits, discover how industry-leading brands leverage these systems for competitive advantage, and find practical implementation steps tailored to your business—including Otter's integrated solutions.

Ready to explore how QR codes, kiosks, and mobile payments are establishing the new industry standard? Let's start with a clear understanding of what contactless dining means in today's restaurant landscape.

Contactless dining refers to a restaurant experience where customers view menus, place orders, and make payments using digital tools without physical menus, cash, and even staff interaction. While this approach gained momentum during the pandemic as a health precaution, it has become a preferred operational strategy that increases efficiency, enhances the customer experience, and helps restaurants meet evolving diner preferences.

Guests scan codes with smartphones to view digital menus

Enables instant updates and eliminates printing costs

Allows at-table ordering for faster, personalized service

In-store touchscreens for browsing, customizing, and ordering

Reduces wait times and gives guests control over their dine-in experience

Direct online ordering from mobile devices for dine-in or takeout

Contactless payment via mobile wallets (Apple Pay, Google Pay), credit cards, and tap to pay restaurant solutions

Integrates with loyalty programs for seamless rewards

From Health Measure to Tech-First Operations

Contactless dining has evolved from emergency health protocols to permanent operational advantages. This shift focuses on creating more intuitive, efficient, and appealing restaurant experiences that meet modern customer expectations.

Large QSR Chains: Brands from McDonald's to Starbucks have implemented contactless systems chain-wide, using their scale to standardize operations and gather valuable customer data.

Independent Restaurants: Smaller operators are adopting contactless tools to compete with larger brands, reduce labor costs, and appeal to tech-savvy customers without major infrastructure investments.

Regional Franchises: Mid-sized restaurant groups use contactless dining to maintain consistency across locations while reducing the need for complex operations.

Contactless dining has become a foundational element of how successful restaurants serve, engage, and retain their guests across every segment of the industry.

Contactless dining delivers practical advantages that drive long-term business success for restaurant operators. By implementing tools like QR code menus, kiosks, and mobile payment systems, operators create guest-friendly, highly-profitable dining experiences.

Faster order flow: Contactless ordering systems let guests place orders directly from phones or self-serve kiosks, leading to faster service and reduced front-of-house bottlenecks.

Fewer errors: Digital orders go straight to the kitchen, minimizing miscommunication and manual entry mistakes.

Reduced staffing needs: With guests self-ordering and paying, restaurants serve more diners with leaner teams, allowing waitstaff to focus on hospitality and higher-value tasks.

Shorter wait times: Eliminating the need to flag down staff or wait for traditional menus reduces guest frustration and increases table turnover.

User-friendly experiences: Mobile-first designs and intuitive kiosks provide familiar, seamless journeys that today's guests—especially younger demographics—prefer.

Greater customization: Customers easily view modifiers, add-ons, and promotions, making it simple to personalize orders and engage with offers.

Increased average check size: Digital interfaces showcase upgrades, sides, and combos effectively, leading to more frequent upselling opportunities.

Loyalty integrations: Contactless platforms integrate with rewards programs, encouraging repeat business and enabling data collection for future marketing.

Order accuracy: Fewer errors lead to less waste, happier guests, and minimal refunds or comps.

Behavior tracking: Real-time analytics reveal what diners order, when they order, and how they interact with menus.

Menu optimization: Insights from digital ordering identify top-selling items, trends, and underperformers, helping operators refine offerings and reduce costs.

Operational adjustments: Data on peak times and guest flows enable more precise staffing and prep planning, further boosting efficiency.

Meeting expectations: Gen Z and millennial guests increasingly select restaurants based on digital convenience and tech-forward amenities.

Staying competitive: Early adoption of contactless dining tools signals innovation. It can strengthen a brand’s reputation and often serves as a deciding factor when customers choose where to dine.

Contactless dining delivers measurable benefits across operations, guest satisfaction, revenue, and competitive positioning. As the industry continues evolving digitally, these advantages are becoming essential standards that operators cannot afford to overlook.

The Benefits of Contactless Dining for Restaurant Operators

Today's contactless dining experience relies on smart, interconnected technologies that streamline both front- and back-of-house operations. Let's examine the three core technologies driving this shift.

Instant menu updates: QR code menus allow operators to update offerings in real-time, eliminating printing costs and ensuring menu accuracy.

At-table ordering: Guests browse and order directly from smartphones, sending orders straight to the kitchen and reducing face-to-face interaction with staff.

Enhanced guest experience: Streamlined ordering leads to faster service and enables bill splitting or open tabs for group dining.

Integrated analytics: QR menu systems collect actionable data on ordering behavior, helping restaurants optimize offerings and track trends.

Hygiene and convenience: Digital menus reduce physical touchpoints and boost guest comfort throughout the ordering process.

Otter's solution: Otter's Digital Dine-In platform combines customizable QR code menus with POS integrations, enabling table-side ordering, multiple payment options (including Apple Pay and Google Pay), and seamless kitchen communication.

Order flow optimization: Self-ordering kiosks, like Otter’s, allow guests to customize and place orders independently, increasing order accuracy and minimizing congestion during busy periods.

Upselling opportunities: Visual interfaces guide diners to add upgrades or extras, boosting average ticket size.

Staff efficiency: By moving repetitive ordering tasks to technology, team members can focus on food quality and hospitality.

Real-world impact: Brands using self-service kiosks report streamlined operations and stronger bottom lines. At Flavor District, Otter's integrated solutions helped reduce order errors, improved operational oversight, and freed up staff to engage more personally with guests—all with simple onboarding and user-friendly analytics.

Faster checkout: Guests can tap to pay using mobile wallets like Apple Pay and Google Pay, expediting payment methods and reducing wait times.

Loyalty integration: Mobile payment systems link with loyalty apps, enabling easy points accrual and redemption, as demonstrated by QSR leaders like Starbucks and Chick-fil-A.

Boosted customer engagement: Digital checkouts create opportunities for marketing outreach and return visits through personalized rewards.

Operational benefits: Mobile payments integrate directly with point of sale systems, reducing manual entry, simplifying accounting, and providing real-time data insights on guest spending habits.

Together, these contactless tools enable restaurant brands to serve more guests and make smarter, data-backed decisions that drive sustainable growth. With flexible platforms like Otter's suite, operators at any scale can adapt quickly to changing consumer expectations and industry demands.

Adopting contactless dining solutions has become a proven strategy that sets leading QSR brands apart. Here's how industry frontrunners leverage these technologies, and what smaller QSRs can learn from their approaches.

1. McDonald's: Self-Order Kiosks and Digital Engagement

Overview: As one of the world's largest QSR chains, McDonald's has deployed self-service kiosks and mobile ordering across thousands of locations to streamline service and enhance guest satisfaction.

Self-order kiosks for customizable menu options and fast checkouts

Contactless payments via app and in-store devices

Integration of digital loyalty and experience platforms

Reported reductions in lines and wait times

Kiosks foster a cashless, fully contactless purchase environment

51% of grab-and-go customers surveyed said kiosk ordering improved satisfaction (1)

Enhanced order accuracy and accessibility for diverse customers

Takeaway: Even for smaller chains, digital ordering and payment systems can deliver tangible improvements in speed, accuracy, and guest comfort.

2. Starbucks: Mobile Ordering and Loyalty Integration

Overview: Starbucks' mobile ordering and payment platform, combined with its robust rewards system, has transformed how customers interact with the coffee chain globally.

Mobile in-app ordering, payment, and pickup

Deeply integrated customer loyalty program

Real-time menu customization and preferred location selection

Mobile orders now account for up to 25% of total U.S. store orders, with loyalty program members driving nearly 60% of sales

Wait times have been reduced by up to 50% for mobile orders

Digital orders produce a 20% higher average ticket than in-person orders

Repeat purchases and app engagement have increased over 30% (2)

Takeaway: Digital platforms not only streamline ordering but also create opportunities for personalized marketing, loyalty engagement, and higher revenue per guest.

3. Taco Bell: Self-Service Kiosks Drive Digital Sales

Overview: Taco Bell has completed a nationwide rollout of self-service kiosks across 100% of its QSR locations, fully embracing the shift to digital.

In-store kiosks for menu exploration, order customization, and payment

Seamless connection to Taco Bell app and mobile channels

Digital sales growth of 35% after kiosk implementation, according to QSR Magazine

Enhanced guest control and reduced lines, leading to increased satisfaction

Stores report that guests using kiosks are more likely to explore and customize menu items, boosting average check and operational efficiency

Takeaway: Placing control in the hands of guests fosters deeper menu engagement and unlocks new sales opportunities—benefits that scale to QSRs of any size.

4. Mr. Pickle's Sandwich Shop: Otter-Powered Analytics and Revenue Recapture

Overview: Mr. Pickle's, a West Coast QSR, leveraged Otter's tools to solve costly delivery errors and improve operational transparency.

Otter's Revenue Recapture tool to recover funds lost to third-party delivery errors

Advanced analytics for unified delivery performance oversight

Automated error detection and dispute resolution recovered significant lost revenue

Unified data platform improved efficiency, reduced errors, and enabled better decision-making across franchise locations

Franchisees gained real-time insight into delivery operations, saving time and boosting profit margins

Takeaway: Technology-enabled analytics and dispute management are mission-critical for any QSR managing multi-channel orders. Even small chains can see major benefits in both efficiency and profitability.

5. Chick-fil-A: Mobile App and Loyalty Drive Customer Engagement

Overview: Chick-fil-A's "One" mobile app blends mobile ordering, payments, and a highly personalized tiered loyalty program.

Seamless mobile ordering with customized pickup and drive-thru

Rewards program that incentivizes repeat business and incremental spending

Regularly leads U.S. customer satisfaction rankings for QSRs

App users are significantly more likely to increase order size and frequency

The loyalty app's tiered structure encourages engagement—repeat mobile users are 110% more likely to add extra items and spend 40% more than planned (3)

Takeaway: Contactless systems that support loyalty and personalization can create strong brand connections and drive higher ticket averages.

6. Domino's: Contactless Ordering and Delivery Innovation

Overview: As an early adopter of contactless delivery and digital ordering, Domino's remains a category leader in both convenience and safety.

End-to-end digital ordering (web, mobile app, and most recently, integration with CarPlay)

Contactless delivery and pickup options for all orders

Real-time order tracking and robust delivery logistics built confidence and customer loyalty

Streamlined operations mitigated pandemic risks, contributing to continued market share growth

Enhanced trust and transparency increased customer repeat rates during challenging periods

Takeaway: True contactless restaurant experiences resonate with evolving consumer priorities, building loyalty through convenience and peace of mind even in turbulent times.

These stories showcase the scalable value of contactless tools: improved efficiency, increased check sizes, happier customers, and actionable business insights. The key is finding user-friendly platforms and partners (like Otter) that make adoption seamless and cost-effective, regardless of business size or tech expertise.

Contactless in Action: How Top QSRs Lead the Way

As contactless dining becomes the industry standard, restaurant operators need solutions that go beyond individual tools. They need an integrated platform that streamlines workflows, supports omnichannel ordering, and delivers actionable insights. Otter provides exactly that, helping restaurants of all sizes implement and optimize contactless dining systems with ease.

Centralized Management for Multi-Location Operators

Managing contactless dining across multiple locations can be complex, but Otter simplifies operations with a unified dashboard. Operators can track orders, monitor performance, and update menus in real-time from a single platform, regardless of how many stores they manage. 

Omnichannel Ordering—from Delivery to Dine-In

Contactless restaurant ordering extends beyond dine-in guests. Otter's platform connects third-party delivery apps, in-store kiosks, QR code menus, and online ordering into one ecosystem. Unlike fragmented solutions that require multiple integrations, Otter's POS connectivity from guest to kitchen ensures seamless data flow and eliminates the technical headaches that often plague multi-vendor setups.

With contactless takeout software and integrated analytics, Otter enables operators to track guest behavior, peak times, and menu performance. These insights drive better decision-making, from staffing schedules to menu engineering. Because Otter's analytics are built into the core platform, operators get deeper, more accurate data that directly translates to actionable business intelligence.

Contactless systems managed through Otter reduce manual entry and reliance on paper tickets, leading to clearer roles and fewer mistakes. With real-time order sync and transparent workflows, staff can focus on hospitality and food quality instead of troubleshooting processes.

How Otter Helps QSRs Stay Competitive in a Contactless World

Can I start contactless dining with Otter if I'm not a large brand?

Absolutely. Otter's tools are designed for scalability, so independent restaurants and small QSR chains can implement digital menus, self-service kiosks, and order management without the complexity or high upfront costs often associated with enterprise systems.

No problem. Otter's platform integrates seamlessly with many leading POS systems, allowing you to layer on digital ordering, QR code menus, and kiosk solutions without replacing your existing tech.

How quickly can I launch QR menus or kiosks with Otter?

Most operators can be up and running with Otter's contactless menu or kiosk solutions in days, not weeks. The onboarding process is designed to be straightforward, supported by expert guidance and extensive resources.

Book a demo to see how Otter’s all-in-one platform can help your restaurant thrive.

Learn how restaurants can go viral on TikTok, attract loyal customers, and grow fast with proven strategies, content ideas, and real-world success stories.

TikTok for restaurants: How to go viral and attract more customers

When Reda opened IDK Philly, he initially planned to focus on fried chicken. But one night, while scrolling his TikTok account before falling asleep, he discovered smash burger content on his for you page (FYP) that completely changed his restaurant concept. Fast-forward to today: Reda posts seven times a week on social media and goes viral at least once weekly. His strategic TikTok marketing approach has driven such rapid growth that he's planning to open four to five new locations within the year, positioning IDK Philly as "the go-to spot for smash burgers on the East Coast."

Reda's story represents the new reality for restaurants in 2025. Since the pandemic significantly shifted dining habits across the globe, social media platforms have become the primary discovery engine for new restaurants. It appears that TikTok now drives more restaurant visits among Gen Z than traditional advertising, Yelp reviews, and Google searches combined (3).

For restaurant owners, this shift represents both an opportunity and a necessity. A single creative viral video can generate weeks of bookings, introduce your restaurant to thousands of new customers, and build a loyal following of TikTok users. Even more of an upside, this can all be accomplished without spending a dollar on traditional advertising.

This guide provides a complete roadmap for restaurant TikTok success. You'll discover what makes video content go viral, learn which TikTok videos drive the most customers, and get practical tools to manage your social media presence efficiently.

TikTok has become the primary discovery engine for restaurant-seeking diners. According to research from The Hartman Group, nearly three-quarters of Gen Z uses TikTok to gather food information, while 55% of this generation turns to social media for new foods and recipes (1). A study by MGH found that 53% of millennial TikTok users have visited a restaurant after seeing it on the app, demonstrating the platform's direct impact on foot traffic.

Unlike traditional marketing channels, TikTok's algorithm-driven discovery system can amplify content regardless of TikTok followers count. A single video has the potential to reach thousands of potential customers organically, making it one of the most cost-effective marketing tools available to restaurants. The platform's short-video, visually engaging format is perfectly suited for showcasing food, creating an immediate appetite appeal that drives action.

The business outcomes are tangible. Research shows that 74% of people use social media to decide where to eat, with 40% of diners trying a restaurant after seeing food photos online (2). For restaurants like IDK Philly, this translates to consistent weekly viral moments that drive sustained customer growth rather than fleeting publicity.

Beyond immediate visits, using TikTok helps restaurants build lasting customer relationships. The platform's emphasis on authentic, behind-the-scenes content allows restaurants to showcase their personality, values, and people—factors that increasingly influence dining decisions among younger consumers. This authentic connection often leads to repeat visits and word-of-mouth recommendations that extend far beyond the original video's reach.

Why TikTok is a game-changer for restaurant marketing

Viral restaurant content succeeds because it taps into universal human experiences and emotions. Research shows that 66% of businesses say their best-performing organic content is original rather than trend-based, indicating that authenticity often outperforms algorithm chasing.

Relatability drives engagement. In 2022, MOD Pizza's team posted a TikTok about delivering to the wrong address, going above and beyond to rectify the mistake – two team members proceeded to sweep the customer's porch and leave flowers, resulting in over 200,000 likes. Viewers connected with both the problem and the thoughtful solution, since the content resonated: who hasn't experienced a delivery mishap at some point in their lives?

Emotional triggers multiply shares. Content that evokes surprise, delight, or nostalgia gets shared more frequently. IDK Philly's behind-the-scenes content works because it satisfies curiosity about restaurant operations while building personal connections with staff. As owner Reda explains, "I post seven times a week and go viral at least once weekly" by focusing on authentic moments rather than polished advertisements.

Visual appeal creates immediate impact. Food is inherently visual, and TikTok's format amplifies this advantage. Close-ups of sizzling ingredients, dramatic reveals, and satisfying preparation sequences trigger immediate appetite responses that translate to visits.

TikTok's algorithm rewards engagement over follower count, meaning a single compelling video from a small restaurant can reach millions. The platform prioritizes content that keeps viewers watching to completion and prompts immediate actions like comments or shares.

Remember: timing and TikTok trends are important, but it's authenticity that matters most. While participating in trending sounds and TikTok challenges can boost visibility, the most successful restaurant content combines popular elements with genuine brand personality. Taco Bell, for example, participates in platform trends while maintaining their irreverent vibe, resulting in 3.1 million followers and consistently viral content.

What makes restaurant content go viral on TikTok?

The most successful restaurant TikToks fall into proven formats that continuously drive engagement and visits. Here are eight high-performing content types with specific execution tips:

Show kitchen prep, staff interactions, or morning setup routines. IDK Philly excels at this format, popular on both TikTok and Instagram, posting candid moments of staff prepping orders and interacting with customers, giving viewers an authentic sense of the restaurant's energy.

Execution tip: Film during busy periods to capture natural energy and teamwork.

Create appetite appeal with close-ups, slow-motion shots, or dramatic reveals. Use natural lighting and focus on the most photogenic moment: the cheese pull, the sauce drizzle, or the first cut. Whether you're featuring tacos, ice cream, or new menu items, these videos consistently perform well in the #foodtiktok community.

Execution tip: Shoot multiple angles of the same dish to find the most compelling perspective.

Feature team members through quick interviews, skill demonstrations, or personality moments. This humanizes your brand and builds personal connections with viewers, especially important for creating that authentic restaurant vibe.

Execution tip: Let staff be themselves rather than scripting responses.

Capture genuine first-bite reactions, especially for spicy dishes or unique menu items. These videos leverage social proof and showcase your food's impact on the dining experience.

Execution tip: Ask permission first, then film discreetly for authentic reactions.

Generate urgency with countdown timers, "last chance" messaging, or creative reveals of special menu items. Perfect for promoting brunch specials or seasonal offerings.

Execution tip: Create visual urgency with text overlays showing dates or quantities.

Highlight satisfying sounds—sizzling, chopping, pouring—or show mesmerizing food assembly processes. These tap into sensory appeal and relaxation trends that foodie communities love.

Execution tip: Record in quiet environments to capture crisp audio.

Adapt popular TikTok challenges, sounds, or formats to fit your restaurant concept. Like Taco Bell's approach, maintain your brand voice while participating in platform trends and using trending hashtags.

Execution tip: Monitor trending hashtags and sounds weekly to identify relevant opportunities.

Share simplified versions of popular dishes or cooking hacks that viewers can try at home. This positions your restaurant as a food authority while encouraging saves and shares.

Execution tip: Focus on one technique or ingredient per video to keep content digestible.

Content ideas that work: What to post on TikTok

TikTok success creates a wonderful problem: rapid growth in orders, customers, and operational complexity. The key is having integrated systems organized that can scale when something goes viral, allowing you to focus on content creation rather than scrambling to manage increased demand.

TikTok Creator Tools offer built-in editing, analytics, and scheduling directly within the TikTok app. For more advanced planning, Later and Buffer help maintain consistent posting schedules even during busy service periods.

Trend Discovery Tools like TikTok Creative Center and trending hashtag trackers help you identify viral opportunities before they peak, giving you a significant advantage on emerging trends.

TikTok Analytics provides essential metrics like video completion rates, audience demographics, and peak engagement times. Third-party tools like Iconosquare offer deeper insights and competitor analysis to refine your marketing strategy.

Track real-world impact by monitoring reservation spikes, delivery order increases, and foot traffic patterns following viral posts. This data helps you understand which content types drive actual business results.

The most successful TikTok restaurants have operational systems that can handle a sudden increase in customers. IDK Philly experienced rapid growth from their weekly viral content, but their partnership with Otter ensured they could manage the increased order volume seamlessly.

Otter provides the operational backbone that supports social media marketing success: POS systems, multi-platform order management, and analytics that help restaurants understand the business impact of their TikTok efforts. When your content goes viral, you need systems that scale instantly.

As IDK Philly's owner Reda explains about managing rapid growth: "Having everything in one place with Otter helps the team handle all the orders and provide a consistent experience for our customers—even during peak times."

The goal is simple: create systems that let you focus on what drives growth (great content and great food) while technology handles the operational complexity that comes with TikTok success.

How often should a restaurant post on TikTok?

Consistency matters more than frequency. Aim for 3-5 posts per week to maintain visibility without overwhelming your audience. IDK Philly posts seven times weekly and achieves regular viral moments, but they built up to this schedule gradually. Start with a sustainable posting rhythm, whether that's daily or three times per week, and prioritize quality over quantity.

Do I need to hire a social media manager for TikTok?

Not necessarily, especially when starting out. Many successful restaurant's TikTok accounts are created by owners and staff members who understand the restaurant's personality best. However, as your following grows and content creation becomes more time-intensive, a dedicated social media manager can help develop strategy, monitor trends, and engage with your community while you focus on restaurant operations. Some restaurants in major markets like New York and Los Angeles also work with TikTok influencers to expand their reach.

What's the best type of content for my restaurant?

Behind-the-scenes content consistently performs well across all restaurant types because it satisfies curiosity and builds personal connections. Beyond that, focus on content that showcases what makes your restaurant unique in the restaurant industry: signature dishes, cooking techniques, staff personalities, or customer interactions. Test different formats and track which ones drive actual visits, not just views.

How do I measure TikTok success for my restaurant?

Track both social metrics and business outcomes. On TikTok, monitor video completion rates, engagement rates, and follower growth. More importantly, track real-world impact: reservation increases, delivery order spikes, and foot traffic patterns following viral posts. Many restaurants see immediate spikes in orders within 24-48 hours of viral content.

How do I prepare my restaurant for viral TikTok success?

Viral moments can drive sudden surges in orders and customers, so operational readiness is crucial. Ensure your team can handle increased volume, your supply chain can accommodate demand spikes, and your ordering systems can process higher volumes efficiently. Restaurants like IDK Philly use integrated systems to manage multiple delivery platforms and order channels, allowing them to capitalize on viral moments rather than struggle with them.

Should I pay for TikTok ads or focus on organic content?

Start with organic content to understand what resonates with your audience and develops your brand voice. Once you identify high-performing content types, consider promoting your best-performing videos or creating targeted ads for specific campaigns. Organic content builds authentic community, while paid promotion amplifies your reach strategically.

How should I adapt my TikTok content strategy for Instagram and other social media platforms?

While TikTok should be your primary focus for restaurant discovery, cross-platform content distribution maximizes your reach. Instagram Reels work well for repurposing TikTok content, but require platform-specific adaptations - Instagram users prefer higher production value and more polished aesthetics. Instagram Stories are perfect for daily specials and limited-time offers, while Reels showcase signature dishes with trending audio. The key difference is audience behavior: TikTok users discover new restaurants through algorithm-driven content, while Instagram users often follow restaurants they already know. Use Instagram to nurture existing customer relationships and TikTok for new customer acquisition.

Otter’s latest restaurant product features for July. Order from different brands in one cart, redeem loyalty points, check KDS usage, manage discounts and taxes easily, and more.

Otter Product Updates – July 14, 2025

What’s new: You and your loyalty program members can now generate coupon codes that they can use whenever they order from any of your ordering channels. They can opt to use their points for discounts or convert them to cash credit at your restaurant. All they need to do is log in to their loyalty portal with their account and generate coupon codes using their points. These codes can then be used whenever they order online, in-store, or at a kiosk.


Make sure your own loyalty portal is easily accessible. Get tips how to do that.


Why it matters: Your customers can now manage and redeem their loyalty points however and whenever they want.

Loyalty: Generate and redeem coupon codes

What’s new: The new Discounts tab in the Marketing app allows you to create or update both your Otter POS and Online Ordering discounts in one place. All the discount configurations for each channel are still there – customize discounts based on discount type, duration, and more. 


Why it matters: Before this release, creating and managing discounts for your Otter POS and Online Ordering were handled separately.

What’s new: If you’re a new Otter POS customer, you can now mark certain fields as optional when collecting guest information. These fields will no longer be required when creating a new guest, adding a guest, or sending an order. Each fulfillment mode will have its own fields that you can choose from. To select optional and required fields, just head to the settings page of your POS app in your Otter Dashboard.

Why it matters: Streamline your operations and help your staff take orders faster by requiring only the information that’s useful to you. You’ll also be able to ensure the information you collect is consistent.

Otter POS: Required customer info settings

What’s new: Your customers will now receive text updates of the points they earned when they order from any of your ordering channels. This is on top of the standard order status text message they receive after every order.

Why it matters: Customers will appreciate knowing how many points they earned from their order.

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