KOL booking strategies for F&B (restaurants/cafés): how do you get customers queuing for a table?
Author: Height Media Team | Topic: F&B Marketing
In F&B, there is a harsh reality: "Great food means nothing if nobody knows about it".
Today's customers, especially Gen Z, often check in before picking up their chopsticks. Their journey usually goes: see appetising food on TikTok -> Tag friends -> Visit the restaurant -> Take photos/Record videos -> Eat.
Therefore, a food reviewer is the most powerful bridge for bringing customers to your venue. But how do you book without losing money or causing a backlash? Join Height Entertainment in developing a structured strategy for each stage of the restaurant's life cycle.
1. Understanding KOLs in F&B
Unlike other sectors, F&B KOLs fall into 3 main groups based on their platforms:
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TikToker (Food Reviewer): Short videos, catchy music and "food porn" imagery that stimulates the appetite.
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Purpose: Attract large numbers of young customers (Gen Z) in a short time by creating a trend.
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Instagrammer/Photographer: Photograph the space's concept and attractive drinks.
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Purpose: Suitable for photogenic cafés attracting customers who enjoy taking pictures.
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Facebook Community Group Admins: Long posts with detailed, thoughtful reviews covering both positives and negatives.
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Purpose: Build trust among discerning customers, office workers and families.
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2. A Booking Strategy for Each Stage of a Restaurant's Life Cycle
Stage 1: Grand Opening – The Surround-and-Expand Tactic
The objective at this point is Buzz Volume. You need the restaurant packed with customers to create a crowd effect.
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How to do it: Book 15–20 KOLs (mostly micro-influencers and 1–2 popular TikTokers) to visit the restaurant together during the 1st week.
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Content: Focus on the keywords: "A brand-new restaurant", "Currently offering a 50% discount", "Check in to receive a gift", "A unique dish making its first appearance".
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Results: When social media users see 5–7 people talking about 1 restaurant, they become curious and invite friends to try it immediately for fear of missing out (FOMO).
Stage 2: Sustaining – The Consistent, Gradual Exposure Tactic
After the first month, walk-in traffic declines. You need loyal and local customers.
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How to do it: Reduce quantity and increase quality. Consistently book 2–3 reputable food reviewers each month.
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Content: Review food flavours, the setting and service in greater depth. Focus on signature dishes to position the brand.
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Channels: Increase review activity in local Facebook groups (For example: Hội Review Đồ Ăn Hà Nội, Sài Gòn Ùm...) to reach customers who genuinely want to dine out.
Stage 3: Stimulate Off-Peak Demand – The Great Deal Tactic
Weekdays or quiet off-peak periods.
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How to do it: Partner with KOLs to release secret discount codes or exclusive vouchers available only to their fans.
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Content: "Mention TikToker X's name to receive 20% off when dining at lunchtime".
3. Golden Criteria for Selecting a Food Reviewer
Do not look only at follower counts. For F&B, consider 3 factors:
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Location: This is critical. If your restaurant is in Cầu Giấy (Hanoi), do not book a TikToker whose fans are mostly in Saigon. Ask the agency to provide Demographics of the KOL's fans.
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Eating Style:
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For barbecue or hotpot: choose KOLs who make eating look appetising, with ASMR sound.
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For fine dining or an upscale café: choose KOLs with aesthetic taste, stylish clothing and cinematic videos.
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Honesty: Today's audiences are discerning. If a KOL praises excessively while the food is poor, the online community will boycott your restaurant for misleading PR. Let KOLs offer honest feedback on small areas for improvement.
4. An Important Reminder: Avoid Becoming Overwhelmed
A restaurant owner's biggest mistake is booking too many KOLs before operations are running smoothly.
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Consequences: Too many customers arrive -> The kitchen serves food slowly -> Staff become irritable -> Customers are disappointed -> A storm of 1-star reviews.
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Advice from Height Media: Book according to a planned schedule. Make sure the restaurant can serve a sudden surge in customers (often a 200–300% increase after a video goes viral).
Conclusion
Booking KOLs for F&B is the shortest route to filling empty tables. However, good food and service are what bring customers back for a 2nd visit. Use KOLs as a megaphone to communicate your restaurant's real value.
Are you preparing to open a new venue or looking to revive your restaurant's sales?
