How Brand To Table Turns Instagram Followers Into Restaurant Reservations With DM Automation

From Follows to Full Dining Rooms

Every restaurant loves getting new Instagram followers — but here’s the thing: most of them never turn into paying guests.

They hit that follow button, maybe like a few photos, and then scroll away.

That’s where Brand To Table is changing the game.

We’ve developed a system that helps restaurants turn followers into reservations using DM automations — smart, conversational messages that make guests feel welcomed the moment they connect with your brand online.

In this post, I’ll show you what DM automations are, why they work so well, and how restaurants are using them right now to fill tables — automatically.

The Missed Opportunity: Why Most Restaurants Are Leaving Money on the Table

Most restaurants still treat Instagram like a digital billboard. They post mouthwatering photos and hope people click the link in their bio.

But hope isn’t a strategy.

Here’s a stat that’ll make you think twice: according to Social Media Today, less than 3% of Instagram followers ever take direct action without a prompt or conversation.

That means 97% of potential guests — people who already like your restaurant — never make it to your reservation page.

Why? Because there’s no system to engage them.

Think about how your host greets every guest who walks in. Now imagine if your Instagram did the same thing — greeting each new follower, offering them a warm welcome, and guiding them to book a table.

That’s exactly what DM automations make possible.

The Game-Changer: When Hospitality Meets Automation

Let’s make this simple:

DM automations are friendly, pre-written messages that automatically send when someone follows your page or interacts with your content.

But this isn’t about spamming people with “Book now!” messages.

It’s about using automation to extend your hospitality digitally.

At Brand To Table, we design DM automations that sound human — the kind of messages that make followers feel seen, not sold to.

For example:

“Hey! Thanks for the follow! Have you ever dined with us before, or are you checking us out for the first time?”

That small, natural question starts a real conversation — and that’s where conversions begin.

Automation doesn’t replace hospitality — it scales it.

It helps you engage faster, more often, and more personally, even when your team is busy serving guests in person.

Inside the Strategy: How Brand To Table Builds Smart DM Automations

Here’s exactly how we make it happen for our clients.

Step 1: Start With a Human Welcome

When someone new follows, they get a simple, friendly message that breaks the ice, not a hard sell.

It instantly feels more personal and helps the guest engage naturally.

Step 2: Offer Immediate Value

We follow up with something useful:

• A link to make a reservation
• An invitation to an event
• Access to a VIP list or special promotion

Example:

“Would you like me to send you the link to make a reservation for this weekend?”

It’s conversational, not pushy… and it works.

Step 3: Re-Engage Non-Responders

If they don’t respond, we follow up 30–60 minutes later with something fun:

“Still thinking about dinner plans? 🍷 DM WINE to try our AI Wine Concierge and find the perfect pairing for your next meal.”

This keeps engagement alive and boosts conversions without feeling repetitive.

Step 4: Track, Measure, and Optimize

We monitor every click, message, and reservation using platforms like ManyChat, integrating them with OpenTable or SevenRooms to see what actually drives bookings.

Then we tweak messaging, tone, and timing to keep performance improving.

Case Study: Rails Steakhouse’s Automation Success

Let’s take Rails Steakhouse in Towaco, New Jersey, as an example.

Rails already had a strong brand and loyal following, but they wanted to turn that attention into more covers.

Here’s what we built together:

• A warm, automated DM for new followers.
• A friendly offer to send a reservation link.
• A re-engagement message for those who didn’t reply, inviting them to try the AI Wine Concierge.

The results were immediate:

• 40% increase in DM engagement.
• A steady rise in reservations directly traced back to Instagram conversations.

As I like to say, it’s like having a digital host greeting guests the moment they follow you online.

Why This Works: The Psychology Behind DM Conversions

So why does this work so well?

It comes down to five core principles:

• Instant Gratification: People want quick answers, not endless scrolling.
• Personalization: A human-sounding message creates real connection.
• Consistency: Automations never forget to follow up even on your busiest nights.
• Curiosity: Prompts like “DM WINE” make engagement fun and interactive.
• Social Proof: Guests see a modern, responsive restaurant that values their time.

Studies show that automated conversations can increase conversion rates by up to 50% compared to traditional social posts.

Pretty wild, right?

Actionable Tips: How You Can Start Automating Your Restaurant’s DMs Today

If you’re ready to try this out, here’s a quick roadmap to get started:

1. Use a trusted tool like ManyChat. It connects directly to Instagram and is super easy to set up.
2. Write your welcome message like a human. Think “friendly host,” not “marketer.”
3. Add your personality. Use emojis or a tone that fits your brand’s vibe.
4. Give one clear next step. Whether that’s a reservation link or event invite, make it simple.
5. Set up a follow-up. Re-engage 30–60 minutes later if they don’t respond.
6. Track your results weekly. Review click-throughs, replies, and bookings.
7. Keep experimenting. Try different offers, questions, and follow-up times.

You don’t need to overthink it, just start simple and build from there.

The Future of Restaurant Marketing: Authenticity + Automation

Hospitality and technology used to feel like opposites but not anymore.

The future of restaurant marketing lies in combining authentic human connection with smart, automated systems that keep guests engaged beyond your four walls.

When done right, automation doesn’t take away your personality, it amplifies it.

At Brand To Table, that’s our entire philosophy:

Helping restaurants bring back the human side of marketing while using systems that work for them 24/7.

And as these systems evolve, think personalized birthday messages, tailored wine recommendations, and dynamic event invites restaurants that embrace automation early will stay ahead of the curve.

Stop Letting Followers Slip Away

Let’s face it, every follower is a potential guest.

If you’re not starting conversations, you’re missing out on hundreds of opportunities every month.

DM automations bridge that gap, ensuring every follower gets greeted, guided, and converted into a real reservation.

At Brand To Table, our mission is simple:

We don’t just help restaurants look good online, we help them fill their dining rooms with the right guests, consistently.

So if you’re ready to see how this could work for your restaurant, here’s what to do next 👇

Your Next Step

👉 Book a strategy call with Brand To Table today and we’ll walk you through how to set up a DM automation strategy customized to your brand.