The holidays are the busiest time of year to sell food, and the best time to be sharing what you're up to. Your followers want to see the late nights, the test batches and the trays coming out of the oven. Showing that work is what gets people excited to order.
You don't need a marketing team or a big following. Here are seven simple ways to get the word out, online and in person.
1. Get the basics down first
Before you post anything, make sure your Instagram profile does its job. New followers will check it before they order, so your bio should say what you make, when and where to get it, and include your Hotplate storefront link.
A clear bio answers "how do I order?" before anyone has to ask, which saves you a lot of DMs during your busiest weeks. Steps 5 and 6 of our holiday checklist walk through your bio and a pinned "how to order" post.
2. Post all season long (steal our ideas)
The holidays are a great time to show your followers what goes into your work. Post often, and share the behind-the-scenes moments, not just the finished product. (We love how Kelly from Bocchieri Pizzeria shared a time lapse of the work that goes into prepping potatoes for his Potato Leek Pie.)
Not sure what to post? We put together a carousel of holiday content ideas you can steal, full of ideas you can post throughout the season.
Add #HotplateHolidays to your caption, and we'll share your post from the @hotplate Instagram.
3. Carry your SMS signup QR code everywhere
The holidays bring lots of foot traffic: markets, pop-ups, school events, the line at pickup. Every one of those is a chance to meet a future customer.
Print a QR code that links to your SMS signup and keep it with you wherever you go. Anyone who scans it gets a text the next time your orders open. You'll find your SMS signup link at the top of your Settings page in Hotplate. Turn it into a QR code with a free tool like Hovercode, then add it to a tabletop flyer or sign.
Selling in person? (Coming soon: how Pop-up Mode lets walk-up customers subscribe right after they tap to pay.)
4. Tell your biggest fans first
Once your drop is scheduled, text the link to your die-hard fans and most loyal customers before you announce it anywhere else. Tell them you wanted them to be the first to know what you're making and when orders open, and ask them to share it with anyone who'd love your food too.
Something like:
Hey (name)! My Thanksgiving menu is ready, and I wanted to let you know first. Orders open Monday at 10am: [link]. If you know anyone who'd love my (mention a specific menu item), please send it their way. Thank you for always supporting me!
Your regulars are your best marketers. A personal heads-up makes them feel like insiders, and they're much more likely to pass it along.
5. Say thank you, in every bag
The holidays are the perfect time to thank the customers who support you all year. Tuck a thank-you card or order insert into every order, with your Hotplate QR code on it so customers can subscribe or order again.
We have a free Canva template to make it easy: thank-you cards and order inserts. Want to make sure they come back? Include a discount code for $5 off their next order.
6. Share your favorite reviews (Thanksgiving week)
Here's a content idea for Thanksgiving week: show your gratitude with a carousel of your favorite customer reviews from the year. The funnier and more specific, the better. It's a thank-you to the people who wrote them, and a little social proof for everyone who hasn't ordered yet.
7. Invite micro-influencers to try your food
Micro-influencers are smaller creators, usually with under 10,000 followers. Many (not all) are happy to post about your food in exchange for a gifted order.
Find them. Search Instagram for things like "[your city] foodie" or "best food [your city]," and check who's tagged in posts from similar businesses near you.
Pick people who fit. Look for creators who'd connect with your story or genuinely enjoy your food.
Send a personal DM. Keep it casual: say you're a fan of their content, invite them to try your food on you, and ask which upcoming drop you can set an order aside for.
More tips in our guide to working with micro-influencers.
See it in action
Want to see great holiday marketing? When Chicken's Kitchen opened Thanksgiving orders, Marlon posted his first order, a screen recording of orders rolling in, and his sold-out announcement. Read how he did it.
Ready to get the word out?
Set up your holiday drop, then pick two or three of these ideas to start with. You don't have to do them all.
Find more holiday guides and chef stories in Holiday HQ.
