Why video matters for brands that use food delivery services

Video content has become a game-changer in marketing, especially for food delivery services. Studies show that viewers retain 95% of a message delivered through video. This compared to just 10% through text.​ pirsonal.com

This high level of engagement means your mouthwatering burger promo or sushi unboxing video is far more likely to stick in a customer's mind than a written post would. It's no wonder that 89% of businesses use video as a key marketing tool. Additionally, 95% of marketers consider video integral to their strategy​. wyzowl.com

For restaurants and delivery platforms, video offers a hands-on way to connect. Food is a sensory experience – and while customers can't smell or taste through a screen, great videos trigger those senses. Think of cheese pulls, sizzling sounds, and colorful ingredient close-ups. These elements make viewers feel like they're right there, anticipating the first bite. In fact, food content has generated nearly 51 billion views on YouTube, showing just how hungry audiences are for food videos.

Beyond engagement, videos build trust. Showing real dishes being prepared or delivered assures customers of quality and portions. Uber Eats, for example, found that short videos of menu items in their app made users more confident to try new dishes they wouldn’t have otherwise​. techcrunch.com

In a world where 90% of customers research a restaurant online before ordering, having good video content can be the deciding factor that makes your brand stand out.

So, how can you create this for your brand?

Step-by-Step: Crafting a Sizzling Video Content Strategy

Creating engaging video content may seem daunting, but it’s like cooking a new recipe – one step at a time. Here’s how to get started:

1. Define Your Goal and Audience: Begin with the end in mind. Are you showcasing a new menu item to boost orders? Building brand awareness for your delivery service? Define who you want to reach (busy professionals, college students, families, etc.) and what action you want them to take. This will guide your video style and messaging.
2. Plan Your Content Calendar: Consistency is key. Treat video content like a menu special – plan it out. Aim for a mix of content types (more on this below) spread out on a schedule. For example, Mondays feature a quick chef tip, Wednesdays a customer testimonial, and Fridays a fun behind-the-scenes clip. Planning ahead ensures you always have something on the menu. This helps you align videos with seasons or promotions (like a pumpkin spice dessert video in autumn. Or even a weiss beer pouring video during Oktoberfest).
3. Keep Videos Short and Sweet: Attention spans on social media are short. Mostly with optimal durations being around 15 to 60 seconds. Especially for platforms like Instagram Reels, TikTok, and YouTube Shorts. Focus on one clear idea or story per video. Instead of cramming everything about your restaurant into one clip, maybe today's video just highlights the making of your famous pizza dough or a 30-second unboxing of a delivered meal. Short-form videos have the highest ROI among social content types​. analyzify.com. So start small and make every second count.
4. Prioritize Sensory Storytelling: Make viewers’ mouths water. Use close-ups: the steam rising from hot soup, the crunch as a fork dives into a salad, the drizzle of chocolate on a cake. Pair visuals with sound: the sizzle of a grill or the pop of a soda can opening. These sensory cues tap into viewers’ emotions and appetite. Remember, food videos are popular because they’re visually appealing and emotional. Take advantage of that. Even a simple voiceover from the chef explaining the love that goes into a recipe can add personality and warmth.
5. Shoot with What You Have (But Good Lighting Helps): You don’t need a Hollywood studio. Modern smartphones can record high-quality video. The secret ingredient is lighting. Shoot near a window in natural light. Or use a ring light to make those colors pop (nobody can resist the vibrant reds of a fresh tomato). Keep your background clean and on-brand. For Example - Your restaurant kitchen or a simple table setup works great. Hold your phone vertically for TikTok/Reels, and horizontally if you're creating a YouTube video or something for your website.
6. Include a Clear Call to Action: Don’t leave your viewers hungry without a way to eat! Always include a next step: “Download our app,” “Visit our site to order,” or “Use code YUMMY for a discount.” On platforms like Instagram, you might say “Link in bio to order your meal.” On TikTok or Reels, you might rely on the caption or a text overlay. Be friendly but direct – viewers appreciate knowing how to get that delicious meal they just saw.
7. Engage and Encourage Interaction: Treat your video posts as conversations. Ask a quick question in your caption or video: “Which topping would you add?” or “Tag a friend who loves spicy wings 🌶️!” When people comment, try to respond promptly. This shows there's a person behind the brand who values customers. User engagement can also amplify your video reach. (more comments often signals algorithms to show your video to more people).

By following these steps, you break down the process into manageable chunks – just like following a recipe. The biggest barrier for many marketers is not knowing where to start. But with a clear plan, you’ll be ready to hit the record button with confidence.

Types of Engaging Food Videos to Make

One question we hear a lot is: What kind of videos should a brand post for better food delivery orders? The answer: a variety that together tell the story of your food and your brand. Here are some tried-and-true video types (with examples) that resonate with viewers:

• Unboxing and “Delivery Reveal” Videos: Show the excitement of a meal arriving at your door. Unboxing videos tap into viewers’ curiosity – what does the packaging look like? how is the food presented inside? For example, you can film a customer’s point view (POV) of opening a delivery bag, revealing a neatly packed burger and fries, and plating them. Describe the aroma and heat as you open the container. This not only builds excitement and curiosity, but also highlights your attention to packaging.

• Behind-the-Scenes Kitchen Moments: Invite customers into the kitchen. 81% of customers (and 89% of millennials) want to see how food is prepared and get a behind-the-scenes look. You could film your chef preparing in the morning, the assembly line of orders at lunch rush, or how you make your secret sauce. These types of videos build trust and a personal connection. For instance, a short montage of “a day in our restaurant kitchen” humanises your brand.

• Chef or Team Spotlights: Put faces to the food. Do a quick interview with your head chef about why they love cooking, or show your pizza maker’s acrobatic dough-tossing skills. How about a “Meet the Delivery Driver” video? Highlighting a day in their life ensuring customers get their meals hot and fast. These human-interest stories create emotional connections. When customers see Joe, the friendly pizza guy, handing over a pizza with a smile, it feels more personal than an anonymous hand-off.

• User-Generated Content & Challenges: Encourage your happy customers to share their own clips. Maybe start a hashtag challenge. Take inspiration from Chipotle’s viral TikTok challenges. Their #ChipotleLidFlip and #GuacDance campaigns garnered 318 million and 1.1 billion views on TikTok respectively​. rightmetric.co For example, Chipotle’s #GuacDance, challenged fans to dance on National Avocado Day. It led to a 65% increase in guacamole orders that day​. chatdesk.com You can create a simple challenge like “Show us your happy dance when your food delivery arrives”. Or what is your unique unboxing ritual? Etc. When customers make videos for you, it not only spreads your reach but also acts as natural testimonials.

• Menu Item Features & “Food Stories”: Shine a spotlight on star dishes or new menu items. If you add a seasonal special or a best-seller, create a drool-worthy video for it. Example - A slow-motion drizzle of hot fudge on a new dessert. Or a step-by-step of assembling your popular burrito. Tell the story behind the item if there's one. Example - “We created this burger to celebrate our 5th anniversary, blending spices from our founder’s hometown”. Storytelling hooks viewers and adds meaning to the visuals.

• Customer Testimonial Snippets: Got a loyal customer who can’t stop raving about your pad thai? Capture a quick, candid testimonial (with their permission). Even a 15-second clip of a customer saying “This is the best sushi in town, I order every week!” can be golden. Hearing real people vouch for you builds trust for new viewers. These can be done in person or even asking a fan to send in a short selfie video review.

• How-To’s and Tips: Share value through mini-tutorials. What can a delivery service tutorial be? Perhaps reheating tips: “How to re-crisp your pizza in 5 minutes” etc. This not only engages viewers but provides real value to them.

Mix and match these content types to keep your feed fresh. One week, a fun challenge; the next, a heartfelt chef story. Diversity ensures you appeal to different viewer interests and type of customer. Showcase multiple facets of your brand.

Where to Publish Your Food Videos (and When)

Creating awesome videos is half the battle – you also need to serve them in the right places. Each social media platform is like a different table in your restaurant, with its own vibe. Here’s where to post and some tips to maximize reach:

• Instagram Reels: Instagram is a natural home for food content because it’s so visual. Reels (short vertical videos up to 90 seconds) are given big push by Instagram’s algorithm, meaning your content can reach beyond your followers. Share your most polished and eye-catching clips here – beautiful plating, quick recipe hacks, or customer reactions. Use trending music or hashtags (like #Foodie, #DinnerInspo) to boost discoverability. Posting consistently on Reels can directly impact sales – Sweetgreen (a salad restaurant chain) tested Reels-optimized ads and saw a 7X incremental lift in sales. Best times to post on Instagram for food brands tend to be midday during the week (e.g., around 11 AM – 1 PM when people are thinking about lunch, or early evening around dinner time). Wednesdays around noon often see high engagement in the food niche. ​blog.hootsuite.com

• TikTok: The epicenter of viral food videos and challenges. On TikTok, authenticity and fun often trump high production quality. Show personality – maybe a staff member doing a quick dance while packing orders, or a satisfying cooking montage set to a trending sound. Leverage TikTok trends: if there's a popular food voiceover or meme, think how you can put a twist on it with your brand. Best times to post on TikTok for food content are typically during meal times – late morning (11 AM – 1 PM) for lunch inspiration, and early evening (5 PM – 7 PM) for dinner ideas. Also, TikTok’s algorithms might favor consistent posting, so aim for a few videos per week. Don’t forget to engage with commenters (the TikTok community loves interaction). If you hit the right note, you could become the next food trend – just like how #FetaPasta blew up because a few creators made it go viral!

• YouTube Series & YouTube Shorts: YouTube is the second largest search engine, and many people search for food videos there. For longer content (say 5-10 minute cooking demos or a series following your restaurant’s journey), YouTube is great. But for quick engagement, YouTube Shorts (YouTube’s answer to TikTok/Reels, up to 60 seconds vertical videos) can get millions of views if the content strikes a chord. The advantage of YouTube is longevity – a good video here can keep attracting viewers months or years later. Post Shorts that repurpose your TikToks or Reels (popular content can often be cross-posted). Optimal times can vary, but generally evenings or weekends when users settle in to watch videos work well on YouTube. And remember to use keywords in your title/description since YouTube is search-driven (e.g., “Best Pizza Delivery in NYC – Behind the Scenes in Kitchen”).

• Facebook and Others: If your restaurant has an older or family-oriented audience, Facebook is still very relevant. You can post your videos natively on Facebook and even experiment with Facebook Stories or live video. The reach might not be as viral as TikTok, but Facebook is great for local community sharing (neighborhood groups, etc.). Also, consider embedding videos on your website (maybe a looping hero video of your food on your homepage, or a gallery of recipe videos on your blog). If you have an email newsletter, linking to your latest video or even embedding a GIF of it can drive traffic and excitement.

• In-App and Delivery Platforms: If you operate a delivery app or have a profile on delivery platforms (like Uber Eats, DoorDash, etc.), check if they allow video. Uber Eats, for instance, has been testing a TikTok-like feed within its app for restaurant videos. ​techcrunch.com

This is a huge opportunity – imagine a customer scrolling the Uber Eats app and seeing a video of your chef pouring broth over a ramen, convincing them to pick your restaurant. Keep an eye on these features and be an early adopter if possible. On your own app or website, showcasing short clips of menu items can similarly boost customer confidence (showing how you package a delivery order carefully, for example).

Posting times matter, but they can vary by platform and audience. As a general guide for food content: midday (11 AM – 1 PM) is prime for lunch-related posts, early evening (5 PM – 7 PM) for dinner, and weekend evenings for those late-night cravings or social media binges. Of course this is dependant on your unique offering. Studies have found Wednesdays and Fridays often show high engagement for food posts – midweek people seek inspiration, and Friday everyone’s in a good mood to splurge on takeout. Use these as starting points, then observe your own analytics (each platform’s insights can tell you when your followers are most active) and adjust accordingly.

Lastly, remember to optimize for each platform’s style: Use vertical format for Reels/TikTok/Shorts, keep text minimal on-screen for TikTok (since it might cover part of the video), and include captions or on-screen text because many people watch without sound (especially on Instagram or Facebook feeds).

Consistency and Sensory-Driven Storytelling

To truly succeed, think of video content creation as an ongoing journey, not a one-time campaign. Here are some closing tips on staying consistent and embracing sensory storytelling:

• Consistency Builds Habit and Trust: Post regularly so that your audience comes to expect and look forward to your videos. This doesn’t mean you need a Hollywood production every day. Even simple clips a few times a week can maintain momentum. Consistency also signals algorithms that you're an active content creator, which can help your visibility. Create a content calendar as mentioned, and stick to it. Over time, you’ll refine what works best. Maybe you discover that your Friday “Chef’s special” videos always get tons of comments – great, keep doing them! Consistency in style matters too – perhaps you always start your videos with a quick shot of your logo or always have the same friendly sign-off phrase. This creates a recognizable brand voice and vibe.

• Encourage Sensory Engagement: Since viewers can’t taste or smell through the screen, your video should ignite their imagination. Use descriptive language in captions or voiceover: “garlic-infused butter”, “velvety chocolate ganache”, “spicy, tangy buffalo sauce that packs a kick”. Pair those words with matching visuals. The goal is to make someone practically salivate watching your video. Many successful food videos employ slow-motion for emphasis – think of cheese melting slowly or coffee being poured, each frame emphasizing texture and richness. Additionally, consider the story behind the food – maybe your ingredients are farm-to-table, or a recipe is a family tradition. Weave that narrative so the sensory appeal is tied to something emotionally resonant.

• Engage with Trends, but Stay Authentic: It’s good to be aware of trends (like a currently popular TikTok recipe or a meme). But always give it your own twist. Authenticity shines in video. If you’re a small artisanal bakery, a genuine clip of the owner greeting customers and talking about the day’s bread will come off more authentic than trying to mimic a big chain’s polished ad style. Viewers appreciate realness – the occasional imperfect flip of a pancake or a laugh from your chef adds charm. It’s this human element that makes your brand relatable, like a friend sharing a cooking moment, rather than “just another ad.”

• Learn from the Analytics and Feedback: Keep an eye on which videos get the most views, likes, or comments. Also, read the comments – what are people saying? Use this feedback loop to improve. If viewers love your behind-the-scenes content but aren’t as crazy about the long-form interviews, adjust accordingly. Maybe your data shows that posting at 7 PM outperforms 5 PM – then tweak your schedule. Creating engaging content is part art, part science, and your own social media insights are a goldmine of information on your specific audience’s tastes.

• Inspire Action and Community: The end goal of engagement is not just likes, but building a community and driving action (orders, sign-ups, etc.). Feature your fans in your content when you can (with permission). For example, repost a great video a customer made enjoying your food, or do a shout-out like “Thanks @foodie_jane for the amazing unboxing video of our new sushi combo!” This kind of interaction makes your followers feel valued and more connected. When people feel part of your journey, they’re more likely to share your content and become brand advocates.

In essence, think of yourself as a storyteller and community builder, not just a marketer. Every dish has a story – from the ingredients, to the people who make it, to the people who eat it.

Lights, Camera, Action – Time to Get Creative!

Engaging video content for food delivery services isn’t reserved for big brands with massive budgets. With a sprinkle of creativity and a dash of strategy, any restaurant or food business can cook up video content that attracts customers and builds an online brand presence. We’ve seen how it’s done:

• Uber Eats leveraging short videos to recreate the in-restaurant feeling.
• Chipotle turning a simple avocado dance into millions of views and real sales​.
• Sweetgreen using playful themes on Reels to connect with health-conscious foodies.

You can draw inspiration from these successes while carving out your own unique style.

So, don’t be afraid to experiment and have fun. Start with one idea – maybe film the making of your favourite dish or record a customer unboxing their delivery – and share it. Your passion for your food will shine through the camera. Over time, you’ll build a library of delicious videos that not only make viewers hungry but also keep your order bell ringing.

Remember, in the world of food delivery, you’re not just delivering meals – you’re delivering an experience. And engaging videos are the secret sauce to make that experience memorable.

Shameless plug: If you need any help with your brand's food & beverage content, consider looking at our industry specific Food & Beverage Content Studio. Designed from our learnings assisting globally recognised brands with their content success.

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Sources:

1. Chloe West. 38 YouTube stats marketers need to know in 2025 – Hootsuite (2025)
2. Wyzowl. Video Marketing Statistics 2025 – Wyzowl (2024)​ wyzowl.com
3. Aisha Malik. Uber Eats launches a TikTok-like video feed to boost discovery – TechCrunch (2024)​ techcrunch.com‍
4. Chatdesk. Chipotle #GuacDance TikTok Challenge Case Study (2023)​ chatdesk.com‍
5. Restroworks. Social Media Marketing for Restaurants – Sweetgreen Case (2024)
6. Analyzify. Best Times to Post on TikTok (Food & Beverage) (2025) analyzify.com‍
7. InfluencerMarketingHub. Best Time to Post on Instagram for Restaurants (2024)
8. Insivia via Pirsonal. Video Marketing Statistics (2023)​ pirsonal.com

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