30 Instagram Reels ideas for restaurants: The ultimate guide for 2025

Mar 31, 2025 | 15 min read

Written by: Autumn Dube

Hungry diners are scrolling, double-tapping, and ordering on a whim, all because of 15-second videos that showcase sizzling entrees and behind-the-scenes restaurant magic. Welcome to 2025, where short-form video reigns supreme in the restaurant social media marketing landscape, dominating Instagram feeds and helping customers choose where – and what – to eat.

Unlike traditional posts or Instagram stories that primarily reach existing followers, restaurant Reels make regular appearances in Instagram’s Explore page, as well as the direct feeds of users who have shown interest in similar content. This can lead to notable increases in profile visits, follower growth, engagement, and most importantly, business. The more users seeing your Reels, the more reservations, foot traffic, and online orders you’re going to get. Let’s dive in!

What are Instagram Reels?

Instagram Reels are short videos that can help your restaurant show off food, staff, and atmosphere in fun, quick ways. In 2025, Reels can be up to 90 seconds long, but restaurants usually receive more attention with videos that fall between 7-15 seconds.

Think of Reels like Instagram’s answer to popular TikTok videos. Approximately 2 billion users worldwide rely on Instagram to find new restaurants, check out a restaurant’s aesthetic/vibe, see cool food trends, or learn to make delicious dishes. The great thing about Reels is you don't need to be a professional videographer with fancy equipment to create attention-grabbing video content.

Instagram marketing has made it easy for restaurant business owners to post Reels with useful tools like:

Easy editing tools automatically suggest music or other types of trending sound to get more views
Ready-to-use templates designed specifically for emphasizing your top dishes
Special filters that make bites look even more appetizing than they already are
Automatic captions for people to enjoy your content without sound
Voice recording options that give you a chance to tell the stories behind your dishes
Interactive stickers like polls or questions so customers are more inclined to engage with you

The best part? These powerful features are incredibly simple to use. Even if you've never made a video before, you can create a professional-looking Reel in no time at all.

Why should your restaurant use Instagram Reels?

Making Instagram Reels for your restaurant isn't just about following a trend. It's about getting real benefits from the use of social media that help your business grow. Here's why restaurant Reels are a must in 2025 and beyond:

Higher algorithm priority means more people see your content

According to Socialinsider, Instagram’s algorithm gives priority to Reels over regular photo posts, pushing them out for an average reach rate of 30.81%, compared to just 13.14% for image posts. In other words, when you post a Reel of your delicious pasta dish, it gets seen by nearly 18% more potential customers than if you just posted a photo.

Smarter audience targeting through AI-powered recommendations

Instagram now uses smart technology to show your Reels to the right people. If someone likes watching videos about pizza, and your Italian restaurant posts a pizza-making Reel, Instagram will likely show it to them – even if they don't follow you yet. The platform also prioritizes showing your content to users in nearby areas, increasing the chances of reaching potential customers who can actually visit your establishment. This location-based targeting means people in your neighborhood or city are more likely to discover and engage with your Reels, converting online viewers into in-person diners.

New monetization options that increase your income

If you’re already making good Reels, why not use them to make some extra income? In 2025, restaurants can now earn money through their Reel content with paid partnerships and ads. To emphasize the benefits of this feature, include a link in your Instagram bio where hungry patrons can order off your menu with just one click.

Otter's Online Ordering solution provides restaurants with their very own website, cutting out 3rd party commissions, and allowing customers to order directly from your personal URL link.

Enhanced engagement features to attract more customers

2025 has made Reels a lot more fun with the introduction of interactive features like polls, questions, and buttons for viewers to click. Instead of just watching your content, potential customers can now actually engage with your restaurant and build a relationship. And with visual content driving up to 88% of modern-day purchases, you’re almost guaranteed to boost your bottom line.

Short-form videos dominate the Instagram space

The numbers prove it – Reels get more attention than photos or longer videos and are the missing piece to a strong Instagram account. Restaurant Reels mean you can now:

Show off your most popular dishes
Announce new menu items or upcoming events
Give a sneak peek at what happens in the kitchen
Advertise the fun atmosphere of your restaurant

In the food business, it’s critical that you make your social media content look as appetizing as possible, and the ambience more inviting than your competition. Reels let you capture not just how your food looks, but how it sizzles and steams against the background of your vibey kitchen. This creates a more complete picture of the dining experience you offer, enticing viewers to visit your restaurant and try it themselves!

30 free Instagram Reels ideas for your restaurant

Looking for fresh content ideas that don’t require a professional film crew? Drawing on years of experience helping hundreds of restaurants upgrade their operations and attract more diners, the team at Otter has compiled a collection of 30 Instagram Reels ideas specifically designed for restaurants. Each suggestion below is easy to create, engaging for viewers, and perfectly showcases everything that makes your menu a must-try!

1. 360° kitchen tours

Viewers love getting a glimpse into spaces they don't normally see, like your kitchen! Use immersive video effects to give your social media followers a behind-the-scenes experience, fostering curiosity and a feeling of trust.

2. Time-lapse food preparation

Food prep videos will always be top performers on Instagram. The best part? They’re super easy to put together. Just set up your phone on a stable surface, record the cooking process from prep to plate, and speed it up!

3. Chef's Special recipe tutorials

Show viewers how to make simplified versions of your chef’s signature recipes. Not only does this position your chef as an expert, tutorials are valuable and easy to share, and are sure to make your now-potential-customers feel hungry!

4. New menu item reveals

Excited to show off the latest dish you’ve developed? A Reel is the perfect opportunity to unveil the latest addition to your menu. Instead of sending out an email or advertisement, create a virtual event that your customers can attend from anywhere! Make sure to include elements of anticipation, surprise, and exclusivity to make viewers truly feel like insiders.

5. Customer testimonial compilations

Testimonials are one of the best ways to reach new customers. With an Instagram Reel, you can show off clips of real customers sharing what they love about your food. Authentic reactions are more convincing than any marketing claim you could make.

Check out one of Otter’s testimonial Reels for inspiration.

6. Staff introductions and spotlights

Establish a deeper bond with your viewers by virtually introducing them to the real people who work at your restaurant. Highlight the personalities behind your restaurant with quick, fun staff features and impromptu interviews.

7. Seasonal ingredient showcases

Display the vibrant colors and textures of seasonal produce before they become menu items. If you source ingredients from a local farmers market, include some insight into your shopping experience. Not only does this highlight your commitment to freshness, it gets viewers feeling hungry for the final product.

8. Cooking technique demonstrations

A great way to position your restaurant as authentic is by sharing quick demonstrations of cooking techniques. Specialized methods capture Instagram’s attention, so focus things most viewers won’t do at home by flambéing or hand-pulling noodles. Reel addicts love sharing these types of skill-based videos with their friends.

9. Food and drink pairing suggestions

Who doesn’t love a good pairing? Reach a wider audience than you would in-house with virtual guides where you match your top menu items with their complementary beverages. These educational videos add value while subtly encouraging customers to spend more.

Otter self-service kiosks

Cut labor costs & customer wait times with self-service restaurant kiosks.

10. Restaurant ambiance highlights

Capture the unique atmosphere of your space and invite new customers to dine in by filming a few moving shots that showcase lighting and design. Helping viewers "feel" your restaurant's vibe before visiting increases their comfort and interest.

11. Signature dish plating processes

Sure, pretty plates make better Instagram photos, and better Instagram photos mean more patrons walking through the door. Instead of relying on existing customers to show off your most beautiful dishes, why not capture the artistry behind the plating itself? The transformation from a dish’s most basic components to its final presentation is consistently engaging.

12. Local food challenges

Feature community-driven food challenges that encourage engagement and participation. For example, incorporate a spice challenge and invite customers to try your spiciest dish on camera. Post quick clips of these brave participants trying the challenge, their reactions, and success stories.

13. Sustainability practices showcase

Highlight your eco-friendly initiatives like composting or reduced packaging. You can even go so far as to show them your compost routine! Today's diners increasingly make choices based on values, making this content both ethical and strategic.

14. Interactive polls for menu choices

Create engagement and get useful market research on the foods your followers want to see on your menu. Use Instagram's poll feature to invite your target audience to vote potential new items, building anticipation for the inevitable reveal and promoting your restaurant in a fun way.

15. Quick tips for home cooking

Share professional kitchen hacks that viewers can use in their own cooking, from chopping techniques to best ways to store leftovers. These types of offerings position your restaurant as helpful and authoritative while providing genuine value for your customers.

16. Behind the scenes content

Allow followers to connect with your restaurant by showing the day-to-day operations, from staff lunch breaks to crisis management. This authentic content humanizes your brand and satisfies natural curiosity about what happens behind closed doors.

17. AI-generated menu specials

Do you regularly use AI to optimize your menu offerings? The world loves a tech-savvy small business, so don’t be afraid to highlight the ways you use technology to enhance your dishes. You’ll appeal to innovation-minded diners while showing off your bold creativity.

Pro tip: You can generate 13% more revenue with Otter’s AI Marketing solution–allowing you to easily run ads on top delivery apps.

18. Restaurant history and story sharing

Evoke viewer emotion by sharing your restaurant’s founding story or by inviting viewers to take part in a milestone anniversary using brief yet profound clips. Personal narratives create sentimental connections that transform customers into loyal supporters.

19. Special event preparations

Let people subtly know that your restaurant is ready to host their next big event by documenting your event prep process. From sourcing ingredients to plating for dozens, film every private event, holiday, or special dining experience you host. Clips like these build anticipation and show your ability to create memorable occasions.

20. Customer experience walk-throughs

Create first-person perspective videos showing what a customer can expect when dining at your restaurant. Film the journey of a hungry diner from entrance to empty plate, reducing any anxiety diners might have about coming in for the first time.

21. Cocktail mixing demonstrations

Reels that feature fun, charismatic bartenders creating signature drinks with flair are guaranteed to grab your ideal client’s attention. Cocktail videos perform exceptionally well, especially when they showcase dramatic techniques.

22. Food trend explanations

Explain how your restaurant interprets current food trends, like fusion cuisine or butter boards, with your unique perspective. These position your brand as contemporary and knowledgeable about the culinary landscape, while simultaneously intriguing your foodie followers.

23. Holiday-specific menu previews

Holidays are a great way to boost reservations. Use Reels to promote your restaurant’s seasonal offerings and create some urgency around limited-time items. This, combined with an increase in holiday spirit, can significantly drive bookings, like it did for Otter client Logan’s Candies.

24. Restaurant technology showcases

Highlight whatever innovative tech you use to improve the dining experience, from kitchen equipment to kiosk ordering systems like Otter’s. Tech-focused content attracts forward-thinking diners interested in novel experiences.

25. Food waste reduction techniques

Demonstrate creative uses for typically discarded food parts or preservation methods that you use, even better if they’re tips that viewers can follow at home. With so many environmentally conscious diners out there, you can appeal to a wide audience while highlighting your restaurant's resourcefulness.

26. Culinary cultural education

Are there any unique insights you could share about the cultural significance or history behind your restaurant’s menu? Educational content, like this Reel from Otter client Tamales Vely, performs notably well on Instagram and positions your restaurant as culturally respectful.

27. Restaurant awards and recognitions

If you’ve got a trophy case of awards or a list of accolades your restaurant has received, let your viewers know! Recognition videos build credibility and give you an opportunity to publicly thank your team and customers.

28. Seasonal menu change announcements

The change of season is an excellent time to produce eye-catching content. With Reels, you can include dynamic transitions that show old menu items being swapped out by new seasonal dishes. These create anticipation and highlight your restaurant’s commitment to the freshest ingredients.

29. Customer engagement challenges

Invite customers to participate in a branded challenge. Consider quirky competitions like “build your own burger” or “name that pasta”, encouraging participants to film and share their final product while tagging your restaurant. User-generated content significantly extends your reach beyond your follower base.

30. Guest chef collaborations

Document limited-time collaborations with guest chefs from different culinary backgrounds. Showcase the creative process of two chefs combining their unique styles to create special menu items that are only available for a short time. With Reels like this, you’ll create a sense of urgency and excitement amongst your viewers.

How to make a Reel on Instagram for your restaurant

The best part about making a Reel? Fancy equipment is not required! Here is a simple step-by-step guide to creating eye-catching short video content and trending reels with just your smartphone.

1. Open the Reels creator

Go to your restaurant's Instagram account and tap the "+" sign at the top right corner. Select "Reel" from the menu.

2. Record or upload your video

The following two options will help you create an endless stream of different types of reels.

Record directly: Tap and hold the round button to record clips.
Use existing videos: Tap the square icon to choose videos you've already saved to your phone.

Pro Tip: Be aware of the way the light enhances your product. Film food near windows during daylight hours for the most appetizing results. Scroll the accounts of restaurants you admire for Reel inspiration!

3. Enhance your Reel to engage more viewers

Now that you've uploaded your video to Instagram, it's time to enhance it to draw the attention of more viewers. Try the following beginner-friendly tricks to bring your Reel from good to outstanding:

AI-assisted auto-editing that helps arrange your clips perfectly
Templates for restaurants with pre-set transitions, clever captions, and effects
Automated captions & voiceovers to make your Reels accessible to everyone
Effects that highlight dishes in an appetizing way

Pro Tip: Add trending audio to help get more visibility - tap the music note to add the most popular melodies.

4. Check and prepare

Tap "Preview" to watch your Reel and make final adjustments. Then add:

A mouth-watering cover image
A captivating description
Your location tag
Your restaurant's account tag

Adding your location and tagging your restaurant will significantly improve your ability to be discovered locally, so don’t skip these two critical steps.

5. Share your creation with the world

Tap "Share to Reels" to post right away, or save it to your drafts folder to post during peak hours.

Pro Tip: Respond to comments within the first hour to boost engagement signals!

Following these steps will help your restaurant's Reels reach hungry customers who are ready to eat!

FAQs about Instagram Reels for restaurants

What is the best time to post Instagram Reels for restaurants in 2025?

The best times to post Reels vary based on your specific audience, which you can find under your ‘Insights’ on Instagram. However, in 2025, peak engagement times for restaurants tend to be:

Weekdays: 12:00 PM - 2:00 PM (lunch) & 7:00 PM - 9:00 PM (dinner rush).

Weekends: 10:00 AM - 12:00 PM (brunch) & 6:00 PM - 8:00 PM.

Since these are busier times for restaurants, you can always schedule out Reels in advance so you’re not posting in real-time but still gaining the benefits of being active on social.

How long should an Instagram Reel be in 2025?

The ideal Reel length in 2025 is 7-15 seconds to guarantee maximum engagement. However, Instagram now supports up to 90 seconds, so longer videos can convey good storytelling or compelling tutorials. The key is to capture attention in the first 3 seconds and maintain interest throughout the entire Reel.