Most restaurant social accounts were set up by an enthusiastic member of staff who has since left. The password went with them, the tone went with them, and the account has been dormant since.
This is a hospitality problem more than a marketing one. Turnover is high, the person with the eye for it is rarely the owner, and nothing about the setup survives their notice period.
The account must be owned by the restaurant, with staff granted access rather than holding it. On most platforms that means a business account with roles, not a personal login shared around.
This sounds bureaucratic until the day someone leaves badly and you discover the recovery email is their personal address.
When the account is one person's personality, it dies with them and the replacement sounds like an impostor. When it is the restaurant's voice, a new person can pick it up in a week.
Writing down a handful of rules, what you sound like, what you never do, which jokes are yours, turns a personality into something transferable.
Content produced by whoever feels like it produces exactly the pattern most restaurants have: bursts followed by silence. Turnover then converts a burst into a permanent stop.
It works better as a defined shift task with a defined moment, in the same way opening checks are.
Photographs taken on a departed employee's phone are gone. A shared folder that images land in as they are taken means the restaurant keeps its own library.
That library is also what lets a new starter publish immediately instead of waiting until they have shot enough material to begin.
A queue that is filled a fortnight ahead keeps publishing through a resignation, a bad month or a closed kitchen.
It converts turnover from an outage into a handover, which is the difference between an account that has run for five years and one that has restarted four times.
Own the account at business level, write the voice down so it transfers, and keep a queue that survives someone's notice period.
Noian writes, schedules and publishes this kind of content for restaurants, with every post held for your approval first.
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