On July 6th, 2023, Threads was launched to the world. It’s July 14th, and the app has well over 100 million signups and counting. So what is it? According to Meta, “Threads is a new app, built by the Instagram team, for sharing text updates and joining public conversations.” Basically, it’s Twitter built by Instagram.

Social media managers nationwide were bombarded with emails from clients asking to get their Threads account up and running. What were they going to post? How was it going to fit into their strategy? But here’s the real question, should you even use it for your restaurant in the first place?

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Shaylee Sundby




July 14, 2023

It’s insanely easy to sign up. All you need to do is use your Instagram account to log in. Your username has already been saved, and you need to claim it.

It’s easy to build a bit of a platform because you have the option to follow the accounts you do on Instagram. Again, it’s just another click of a button. The signup process is straightforward.

Should you use Threads for your restaurant and cafe?

The short answer is no, unless you have extra time on your hands

In my opinion, Threads is a great secondary social media platform for a restaurant but should not be your main priority. Why? Restaurant marketing excels on social media platforms that value photos and short-form videos. Threads is a platform that focuses on short-form text and casual conversations.

Historically, brands do not perform as well on short-form text platforms (like Twitter). There are exceptions to this! However, I recommend that you put your time and money into social media platforms that you know will generate income first.

Focus on platforms you know your customers will be on AND platforms that value photo and video content. Currently, this will most likely be Facebook, Instagram, and TikTok. If you have the bandwidth to incorporate a Threads strategy, do it! But I suggest using Threads casually and focusing your attention on Meta (Instagram and Facebook) and TikTok marketing.

If you want to get started on Instagram marketing, check out my last blog post here.

Let’s say you have the time and want to start using Threads. I gotcha!

Check out my Instagram and TikTok. I post a lot of fun content over there!

How You Can Use Threads for Your Restaurant

Even though Threads has only been active for a couple of days, users seem to value authenticity and loathe the upcoming day when the platform becomes overrun with cheap marketing schemes (as of July 14th, 2023, I’ve seen some rough stuff lol).

That being said, I’ve already seen some brands use Threads in a way that is enjoyable to follow and not freaking irritating. So how can you use it for your restaurant?

Idea One: Pull back the curtain and ask questions.

Example: “We’re experimenting with adding a vegetarian or vegan special to our menu this week but split on which one to do. What would you be interested in seeing?”

Idea Two: Connect with other local businesses in the community.

Example: “We parted ways with our former vegetable supplier and are interested in partnering with a local farm. Any ideas or recommendations?”

Idea Three: Create a sense of exclusivity without being salesy.

Example: We only have a limited about of short rib today, so we removed it from our menu. However, it’s still available as an off-menu item, so make sure us about it if you come in this weekend!

Idea Four: Offer exclusive promotions or discounts to Threads followers.

Example: “Attention Threads followers! Show this post at our restaurant today and get 10% off your meal. It’s our way of saying thank you for being a part of our community.”

Have Fun with It!

Remember, the key to using Threads effectively for your restaurant is to focus on creating genuine and engaging content that resonates with your audience. Be authentic, responsive, and foster a sense of community. Experiment with different ideas and see what works best for your brand and followers. And always keep in mind that Threads should complement your overall social media strategy, with platforms like Instagram and TikTok being the main drivers of your restaurant’s online presence.

Want to hire me as your social media manager?