Think local not viral.

“Think local, not viral”. After all, if you run a brick-and-mortar spot, your customers aren’t teleporting in from Sydney or Seoul. They’re walking in from down the street, and they mostly just want a hot meal—not a TikTok stunt involving thirty flaming cheese wheels and a waiter dancing in a lobster costume.

The bigger risk is that in the desperate scramble to “go viral,” a restaurant forgets its own identity. Imagine a cozy Italian spot suddenly posting videos of spaghetti thrown like confetti from the ceiling because “the algorithm likes chaos!” Or a family bakery trying to rap about sourdough. Sometimes the attention-grab leaves customers confused—and worse, it leaves the brand looking like it’s wearing someone else’s outfit.

That’s why local beats viral. Your best audience is right outside—neighbors, office workers, families looking for somewhere to gather. They don’t need viral fireworks; they just need to know you exist, you’re cool and that you’re making something interesting and that they’ll love. A photo of tonight’s special, a behind-the-scenes look at your chef kneading dough, a reminder you’re open for brunch on Sunday with an updated menu—that’s the kind of content that connects and brings people through the door.

After all, it’s better to be a hometown favorite than an internet fad. Viral fame will fade, and the regular who wants to eat your pancakes every Saturday? That’s forever.