Instagram Caption Style Tips for Restaurants.

Ah! The perfect Instagram caption. So simple yet so complex. The art of captioning your photos on your business page all comes down to balance within balance.

Your business is a (hopefully smooth) running machine, made of many different gears that all have to work with each other and serve a purpose.

Instagram is a visual marketing tool and while imagery is the main enticement of your audience, your captions play a more technical part in the process and further emphasize that same imagery and help tell your brand story. Here are some tips to add some extra oomph with your captions.


Develop a template of what you’re always talking about and stick to it. Variety is welcomed, but structured variety reduces messy communication. Decide what’s most important for you to shout about and break it up into (maximum 5) topics.

For Example, a restaurant would talk about :

  • Food
  • Heritage
  • Ethos
  • Suppliers


Your language can vary depending on the topics, but using consistent tones will help develop your your brand personality. Having a good understanding of your audience is a great tool for connecting and “speaking their language,” while taking into consideration how you might be perceived when speaking a certain way. Developing a chart of 10 words that relate to your brand and using them along with associative terms in your language style is a huge help when you’re stuck.

Simple Language uses common words that are easy to understand for anyone reading and avoids industry “lingo.”

  • Emotional Language creates a strong impact by evoking the emotions of your audience. Emotional language can be controversial, humorous or even stern. Be careful and avoid being biased if ever discussing sensitive topics.
  • Purposeful Language is created to drive results such as engagement and navigation to your website. Purposeful language can often be a question or survey.
  • Connectable Language addresses topics that the audience can specifically relate to. It often uses industry terms and slang. The use of empathy and relatability are helpful in creating a community of followers that feel safe and understood when interacting with your brand.
  • Amusing Language is often witty, short and takes the stage when your brand imagery doesn’t entice enough viewers. As an example, a Self Storage company would use amusement driven language to convey their message and services by creating lingual content that makes you go “ha, that’s funny!”

My favorite example is from a company in NYC called – Manhattan Mini Storage: They’re slogans always include some sort of pun that memorable and humorous!

Example:  “We’re not scientists, but we totally get space”


The visual style of your captions can play a big part in developing your personality.

Maybe you have some favorite emojis, or you break your paragraphs up with bullets, underscores, or again… emojis! There’s also Instagram fonts, and while they may not match your brand fonts, they grab attention and have a the basic functionality of making something bold or italic. Find them here!


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Alla Malina


I’ve always been in love with all things hospitality as I believe that food brings us together, and drinks keep us together. After some time operating restaurants, I ventured out to my own restaurant consulting company (CHIVE CREATIVE CO.) that focuses on the freedom of creativity in all respects and have had the honor to work with some top tier chefs and companies. I enjoy discussing topics of gastronomy and tapping into the undiscovered corners of the restaurant industry. Also, family meals need to be streamlined.

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