Restaurant owners today have more influencer options than ever—but the big question remains:
Should you work with micro influencers or macro influencers?
Both have their perks. Both can drive results. But depending on your restaurant’s goals, one might be a better fit (or you might want a mix). Let's break it down so you can invest your time and budget wisely 💸📈
First, What’s the Difference? 🔍
Type | Followers | Reach | Engagement | Cost
Micro | 10K–50K | Local/targeted | High |💬Lower 💰
Macro | 250K–1M+ | Broad/national | Lower ❤️| Higher 💳
➡️ There are also nano influencers (<10K) and mega influencers (1M+), but for restaurants, micro vs. macro is the real decision point.
Why Micro Influencers Might Be Better for Restaurants 🧑🍳💬
✅ 1. Local Reach That Converts
Micro influencers often have followers who live right around you. That means when they post about your food, their audience can actually visit.
Example: A foodie with 18K Boston-based followers posts about your taco spot. Boom—10 walk-ins that weekend 🌮
✅ 2. Higher Engagement
According to Influencer Marketing Hub, micro influencers have up to 60% more engagement than macro accounts. That’s a lot more attention per post.
✅ 3. Affordable Rates
Most micro creators charge between $100–$500/post, and some are happy with just a comped meal (especially nano influencers). That makes scaling campaigns with 3–5 creators super doable.
✅ 4. Easier to Work With
Less red tape, more authenticity. Micro influencers are often more responsive, flexible, and down to collaborate long-term.
Why Macro Influencers Might Make Sense 💥📱
🔥 1. Huge Reach, Fast
Need to build buzz fast? A macro foodie influencer with 500K+ followers can put your restaurant on the map—especially if you're launching a brand, opening a second location, or going viral.
💡 2. Strong for Brand Awareness
If you want people to know your name beyond your zip code (think CPG products, food trucks, or fast casual chains), macro creators can deliver visibility you won’t get locally.
📹 3. High-Quality Content
Many macro influencers produce studio-level content—perfect for repurposing in ads, reels, and print.
Pro Tip: Always negotiate usage rights if you want to reuse the content!
So… Which One Should You Choose? 🤷♀️
Here’s how to decide:
Your Goal | Go With
Drive walk-ins & bookings | Micro influencers 🏃
Launch a new location/menu | Micro + Macro Combo 🤝
Build national buzz or followers | Macro influencers 🚀
Stretch a tight budget | Micro influencers 💸
Create reusable content | Either (if high quality) 🎥
Mustard makes this easy—filter creators by location, followers, engagement rate, and price. 🧠
Budget Breakdown 💰
Type | Avg. Cost/Post | Ideal For
Micro (10K–50K) | $100–$500 + meal | Small to mid campaigns
Macro (250K–1M+) | $1,000–$5,000+ | Big launches & visibility
Tip: You can work with 5+ micro creators for the price of one macro influencer—and get a variety of posts and voices!
Best of Both Worlds? 👯♀️
Many restaurants are now running hybrid campaigns:
- Micro influencers for targeted local buzz
- A macro creator for splashy awareness
This combo can drive immediate traffic and long-term growth. Especially when tracked using UTM links, QR codes, and Mustard’s reporting tools. 📊
Final Thoughts 🍝
There’s no one-size-fits-all answer—but for most restaurants, micro influencers offer better bang for your buck 💥
They're more affordable, more engaged, and more connected to your community.
But if you’re scaling or launching something big? Don’t be afraid to go macro—with a clear goal, strong creative, and Mustard to manage the campaign.
👉 Find the right influencers for your restaurant with Mustard
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