The Easiest Way to Tell Your Story on Social Media – Now!

Nearly 62% of diners check a restaurant’s social media before deciding where to eat, according to Toast, and 45% have tried a restaurant for the first time because of a post they saw online, according to Restaurant Dive/MGH. The message is clear: if you’re not telling your story on social media, someone else is telling theirs – and getting your customers’ attention.

We caught up with Shawn Walchef, owner of Cali BBQ, San Diego, California, the barbecue restaurateur turned digital media pro behind Cali BBQ Media, to learn how any operator – no matter their tech comfort level – can use their smartphone to grow their business, attract talent and connect with guests in real time.

“No one’s coming to tell your story – it’s your job,” Walchef says. “You already have all the tools you need, literally in your pocket. You’re your own TV station. TikTok, Facebook, Instagram – none of them charge you to go live. So start now. Every day you wait, someone else is telling their story instead of you.”

Tips for Getting Started (or Maintaining Consistency) on Social Right Now

Invest in a smartphone with good video capability. “The most important thing a restaurant owner can take away from this is that video is what the internet wants. Every platform – Instagram, Facebook, YouTube, TikTok – has moved to short-form video. It’s the ‘TikTokification’ of social media. People don’t want commercials. They want stories.”

Just do it

 “Don’t overthink it. Pull out your smartphone and start recording what you’re already doing. You have a media machine in your pocket. Use it. Go live. Every platform lets you go live, and no one’s actually watching in real time – but it automatically sets up your reel so you can post it later. You don’t have to edit, script or plan content shoots. Just show the real stuff – making pies on Monday, prepping for service, talking about why you love your brisket recipe. Those are the things that connect.”

Get over it

“The number one human fear is public speaking, and now we’re asked to speak to the internet. Most people don’t want to because they’re afraid of judgment. The truth? No one cares. Hardly anyone sees your first videos, and the few who do are too busy thinking about themselves. The only way to get better is to make more videos. The way we make our media is the same way we make our barbecue – low and slow. Every day, we make it a little better.”

Post consistently

 “It’s not about perfection – it’s about quantity, speed, and consistency. You can’t make one video and expect results. Make 100 videos. Then look back and see which ones performed best. Maybe your kitchen shots do great – then make more of those. That’s how you build your content strategy.”

Ask for help

 “If you’re unsure where to start, ask for help. That’s one of the most important lessons my grandfather taught me: stay curious, get involved, ask for help. Ask your team who knows someone good with Instagram or TikTok. Maybe they can trade meals for content or work part-time. Or DM someone you admire and ask, ‘Hey, how do you do that?’ You’d be surprised how many people will help you.”