Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Restaurant Video Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your restaurant to clients, review the following marketing research findings. (collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 61 seconds

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 30% 50% 21%
Animated Logo Intro No 14% 45% 41%
Background Music Maybe 23% 45% 32%
Food & Menu Yes 87% 8% 5%
Inside Seating Area Yes 74% 17% 9%
Staff Yes 42% 42% 16%
Building & Surroundings Yes 49% 39% 12%
Back Kitchen Yes 32% 46% 22%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 80% 15% 5%

Industry Overview:

43% of consumers said they search the internet for restaurants once per month; 32% once per week; 5% almost daily; 13% said never. On average, consumers say they have tried 55% of the restaurants in their area. 70% of consumers feel that if restaurants had a video, it would make choosing easier.

Things that Improve Customer Interest:

  1. Well-presented food (unique, new, the backstory, portion size) 58%
  2. Appealing Atmosphere (decor theme, clean, nice seating layout) 26%
  3. Special prices (deals, happy hours) 13%
  4. Friendly, professional staff 5%
  5. Customer testimonials, recommendations or reviews 5%
  6. Happy customers enjoying the food 4%
  7. Location (proximity and niceness of area) 3%
  8. Building and surroundings look nice 2%
  9. Ample parking 2%
  10. Child friendly 2%
  11. How the chef prepares the food 2%
  12. Clean kitchen 1%
  13. Good narrative from owner 1%
  14. Good ratings 1%
  15. Outdoor seating 1%
  16. Food is locally sourced organic 1%
  17. Food is gluten free 1%
  18. Interesting beer 1%
  19. Newer plates and silverware 1%
  20. Outgoing chef 1%
  21. Smaller portion options 1%
  22. Open late 1%

Things that Scare Customers Away:

  1. Signs of uncleanliness 28%
  2. Unappetizing food or food type 20%
  3. Unappealing atmosphere (poor seating, decor, lighting) 14%
  4. Unappealing location (noisy, undeveloped) 9%
  5. Crowded (long lines, crying babies, noisy) 8%
  6. Unsanitary back kitchen 7%
  7. Unprofessional-looking staff 6%
  8. Overpriced 6%
  9. Using actors, staged scenes or graphics instead of authentic footage 5%
  10. Aggressive sales message, exaggeration 3%
  11. Poor production quality (low def, audio, editing) 3%
  12. No parking 3%
  13. Small portions 2%
  14. Poor owner narration (pushy, fake, arrogant) 2%
  15. Bad reviews 2%
  16. Chef using bare hands 1%
  17. A long story of why they opened it 1%
  18. Shots in too tight, not showing full restaurant 1%
  19. People eating 1%
  20. Video is over 1 minute 1%
  21. Customers dressed too caually 1%
  22. Not showing actual dishes 1%
  23. Video interviews customers while they are dining
  24. Hours 1%
  25. No buzz 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Smal business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 150 restaurant marketing video examples here: Restaurant & Bar Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Restaurant Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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