Instagram DM automation for restaurantsPost the dish. We send the menu.
When someone comments MENU, BOOK or ORDER on your post, BuzzWire sends them a private DM with your menu, reservation page or online ordering link, and can reply under the comment too. Free and unlimited, on Instagram’s official API.
Free forever · No card · Pro $9.99/mo for a regulars list5.0 on CapterraTrusted by 1,000+ creators and brands in 10 countries
- What it sends
- Menus, booking links, ordering links, offers
- Works on
- Posts, Reels, stories and DMs
- Plan
- Free, with unlimited DMs
- Instagram’s rule
- One private reply per comment, within 7 days
- Pro adds
- Regulars list, image cards, Follow Gate
Sound familiar?
Three moments every restaurant on Instagram knows.
Ready-made flows for restaurants
Pick one, swap in your menu or booking link, and it’s live in minutes.
These are built on our general templates for links, offers and booking. Browse all DM templates →
How it works for a dish post
Three steps in the BuzzWire app, no code.
- Step 1
Pick the post and keyword
Choose the dish post, or every new post, and the word people should comment, like MENU.
- Step 2
Write the DM
Add your menu link, your hours and a few wording variations. Preview it on an iPhone before it goes live.
- Step 3
Turn it on
Add a public reply under the comment if you like. Every MENU comment now gets the menu, even mid-rush.
What to send at each step of a visit
One keyword per moment. Guests get what they asked for, and you fill more tables.
| Moment | Keyword | What the DM sends | Best post |
|---|---|---|---|
| Curious | MENU | Menu, hours and address | Dish photo or Reel |
| Planning a night out | BOOK | Your reservation page | Dining room Reel |
| Staying in | ORDER | Pickup and delivery link | Takeout post |
| Midweek | SPECIAL | This week’s offer and its terms | Story with “Reply SPECIAL” |
| Regulars | REGULAR | An email ask for specials and events (Pro) | Loyalty post |
| Big night | EVENT | Private-dining and catering menu | DM keyword in your bio |
Turn food lovers into regulars with Pro
Pro is $9.99/mo at the founding price. Every new account gets 14 days of Pro free, no card.
⚡ Surge Mode
ProWhen a post blows up, Surge Mode lines up the extra comments and sends their DMs at a safe pace, so your best post doesn’t leave fans without the link. On automatically with Pro.
Link in bio vs answering by hand vs BuzzWire
| “Link in bio” | Answering DMs by hand | BuzzWire | |
|---|---|---|---|
| Reply time | Whenever they find the link | Whenever you see the comment | Automatic, paced like a person |
| Menu, booking and ordering links | One link for everything | Yes, if you paste it each time | The right link for each keyword |
| Nights and weekends | Yes | Only if someone’s free mid-service | Yes |
| Public reply under the comment | No | By hand | Yes, with variations |
| Captures the lead | No | Sometimes | Email in the chat (Pro) |
| Cost | Free | Staff time | Free; Pro $9.99/mo |
Creators and brands run their Instagram DMs on BuzzWire
- 1,000+creators and brands
- 10countries
- 450K+DMs sent automatically
“It is easy to set up, the workflow builder is simple to understand, and I was able to quickly create Instagram DM and comment-to-link automations.”
“Customers comment on our posts and BuzzWire DMs them the shop link, worded the way we would write it. It was easy to set up, and we don’t miss buyers in our comments anymore.”
Stats as of October 2026.
Built for Instagram’s rules and your kitchen’s
BuzzWire follows Instagram’s messaging rules for you. A few restaurant rules are yours to keep, and your DMs make them easy.
Instagram’s rules, built in
- One private reply per commentSent within 7 days of the comment. If they reply, you keep talking in Instagram’s 24-hour window.
- Only people who askedDMs go only to people who commented your keyword, messaged you or replied to your story.
- Official API and Instagram LoginNo password shared, no browser bots. Every send is paced within Instagram’s limits.
- STOP always worksAnyone who replies STOP gets no more automated messages.
Restaurant tips for your DMs
- Point to allergen infoLink a menu that lists allergens, and add “Tell your server about any allergies.” Never let an auto-reply say a dish is allergen-free.
- Spell out offer termsPut the days, times, dine-in or takeout, and any limits in the DM, so the offer means the same thing at the counter.
- Keep hours currentEdit the flow for holidays and closures, so nobody shows up to a dark dining room.
- Handle complaints yourselfBuzzWire answers only your keywords. Reviews, complaints and allergy questions stay in your inbox for your team.
These are tips, not legal or food-safety advice; your local health rules have the final word. More detail: how we protect your account · Instagram DM limits
Features used in this playbook
Turn your next comment section into followers and leads
Free forever, with 14 days of Pro to start.
Start free — no cardVerified Meta Tech Provider · Official Instagram API
Frequently asked questions
Menus, bookings and the rules.
How do restaurants use Instagram to get more bookings?
Post dishes, the dining room and weekly specials with one clear keyword, like “Comment BOOK.” Then send each person your booking link in a DM. BuzzWire does that part for you at any hour, and can add a public reply so other diners see how to book.
Can a restaurant auto-reply to Instagram comments and DMs?
Yes. Instagram DM automation for restaurants is allowed when it runs on Instagram’s official API. BuzzWire is a Verified Meta Tech Provider: it sends one private reply per comment, within 7 days, and only to people who commented your keyword, messaged you or replied to your story.
How do I send my menu to people who comment on Instagram?
Create a comment-to-DM flow with the keyword MENU and paste your menu link. A menu web page reads better on phones than the link to your PDF, and you can change it any time. Everyone who comments MENU gets the link in a private DM, with your hours too.
Can guests book a table from the DM?
Yes. Put your reservation link in the DM, for example your booking page. BuzzWire sends the link, and the booking happens in the system you already use. Add a line for big groups, like “For 7 or more, give us a call,” so those guests reach you directly.
Can I send a weekly special to my followers?
You can send it to everyone who asks. Add “Reply SPECIAL” to a story or “Comment SPECIAL” to a post, and each person who replies gets the offer in a DM. Instagram doesn’t allow DMs to people who haven’t commented, messaged or replied to your story first.
How do restaurants build an email list from Instagram?
Turn on In-DM lead capture (Pro). BuzzWire asks for an email in the chat before sending the special or event details, and saves it to your Leads list. Export it as a CSV and import it into the email tool you already use for news and events. How lead capture works →
Should my Instagram DMs mention allergens?
Yes, point to them. Link a menu that lists allergens and add a line like “Tell your server about any allergies.” Never let an automated reply promise that a dish is allergen-free; keep those questions for a person on your team who knows the kitchen.
Will auto-replies answer questions about hours and parking?
Only with what you write. Make a keyword like HOURS that sends your hours, address and parking tips. BuzzWire answers your keywords and leaves every other message in your inbox, so complaints and special requests still reach a real person on your team.
Is BuzzWire free for restaurants?
Yes. BuzzWire’s Instagram DM automation for restaurants is free: the Free plan includes unlimited DMs and automations on one Instagram account, with comment, DM and story triggers and public replies. Pro adds lead capture, image cards and Follow Gate for $9.99/mo, and every new account gets 14 days of Pro free. Compare plans →
Instagram for restaurants: the DM playbook
What are good restaurant Instagram post ideas?
Close-ups of your best dishes, a Reel of the kitchen during service, the weekly special, the team, and the room at its coziest. Give each post one keyword: MENU on dish photos, BOOK on dining room Reels, ORDER on takeout posts. That way a hungry scroller gets the right link in a DM, instead of hunting through your profile for it.
How do you market a restaurant on Instagram without ads?
Post often, reply to every comment and turn interest into a next step. A keyword in each caption does the last part: people comment, and a DM brings them the menu or booking page. Ask happy guests to tag you, share their posts to your story, and work with local food creators who disclose the partnership clearly. Story replies count too, so add a keyword there.
What should a restaurant Instagram bio say?
Your cuisine, your neighborhood and one action, in a few short lines. Add your hours or a “Reservations” line, then a DM keyword like “DM BOOK for a table” or “DM EVENT for private dining.” A keyword works even for people who never tap your bio link. The bio generator can draft a few versions to choose from, so you can pick the one that sounds most like you.