Make Me 1 With Everything. Burger Lounge Instagram Philosophy

image of the BurgerLounge Instagram homepage
  • Published
  • November 21, 2014

It’s no secret around the FS Local office that I love burgers. I love them in the morning, I love them in the afternoon and I love them in the evening. I’m not alone in that love of course, and the entire state of California is a hotbed for burger joints. But while many are about gimmicks, and most are about poor-quality ingredients, La Jolla’s Burger Lounge is devoted to a simple menu of classic items done with top ingredients, all served up in style.

On Instagram, Burger Lounge follows the same model and keeps it simple. The feed features mouth-watering pics of the amazing food (on plain white backgrounds, natch) with a sprinkling of employees having fun and customers having foodgasms. They showcase lots of customer-taken shots, too, making everyone feel part of the magic.

We asked Robert Lane – Director of Marketing at Burger Lounge – a few quick questions about how they’re finding success in reaching customers with Instagram.

Why did you start using Instagram?
Let’s face it; Instagram is king. In today’s digital age marketers are chasing audience. From social channel to social channel, eyeballs and demographics are shifting constantly. Today they are on Instagram, plain and simple. The app is quick hitting, extremely user friendly and offers everything that drew people to Facebook without all the baggage. Posts are delivered to 100% of our following and there are no ads. We get an authentic dialog with our audience.

image of cheeseburger, salad and onion rings from Burger Lounge
Burger Lounge does the burger and fries, salad and onion rings.

What are some of the greatest successes you have had? Any failures?
We have prioritized growing our audience quality above quantity. Having a higher percentage of engagement over the number of our followers. Yes we focus on growing our number of followers but we want good, real followers.

Our greatest growth in following is due to partnerships with influencers and running contests. We have not experienced any failures yet.

What do you love about using Instagram from a small business point of view?
The feedback is extremely valuable. You have direct communication with your consumers.

imahe of employees and customers of Burger Lounge
In the Lounge (l to r) Customer (and sponsored skateboarder) @nicktucker, Employees having Halloween fun, happy customer with the burger face.

What are your best tips for other small businesses using Instagram? Why should they use it?
Don’t “sell” on Instagram. Pay attention to the quality of the photos. Do something interesting. Give the brand personality but keep in mind that this account isn’t personal. Post at the right times. Don’t over do it. Get real followers.


Content Manager at FS Local

Jesse is a typical class clown. Born and raised just north of the Toronto, he fell in love with the City on school trips to the ROM and the Science Centre. He tried Vancouver for a few years, but the call of home was too strong to resist. Today he lives in the North-East Upper Beaches. (What? It’s a thing!)

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