2
Jan,2026
London restaurants don’t just take reservations through OpenTable or Resy anymore. The most sought-after tables - from hidden speakeasies in Shoreditch to Michelin-starred spots in Mayfair - are often booked through Instagram DMs. If you’ve ever scrolled through a restaurant’s feed, seen a packed dining room in their stories, and wondered how to get in, here’s how it actually works.
Why Instagram DMs Work for London Reservations
Many London restaurants, especially smaller ones, don’t use third-party booking systems. They don’t want to pay fees. They don’t want automated no-shows. They want control. That’s where Instagram comes in. The platform gives them a direct line to customers - and lets them vet who shows up.
Think about it: a DM is personal. You’re not just clicking a button. You’re starting a conversation. That’s why places like The Laughing Gravy in Brixton or Barrafina in Soho often fill up faster via DM than through their website. The staff can see your profile, your vibe, your past posts. They decide if you’re a good fit.
It’s not random. It’s selective. And if you play it right, you can get into places that are otherwise impossible to book.
Step 1: Find the Right Restaurants
Not every restaurant uses Instagram for bookings. You need to know which ones do. Here’s how to spot them:
- Check their bio - look for phrases like “DM to book,” “reservations via DM,” or “no website, DM us.”
- Look at their recent posts. If they tag diners or show full tables with captions like “Thanks for coming!” - they’re active and likely taking bookings.
- Scroll through their Stories. If they post daily updates about “booked out for Friday” or “still have 2 seats at 8pm,” they’re managing reservations in real time.
- Search hashtags like #LondonDining, #BookViaDMLondon, or #LondonRestaurantDM. You’ll find tagged posts from diners who got in that way.
Pro tip: Follow 10-15 restaurants you want to visit. Turn on notifications so you see their posts the second they go live. Many tables open up last-minute when cancellations happen.
Step 2: Optimize Your Instagram Profile
Restaurants don’t book strangers. They book people who look real. If your profile looks like a bot - no photos, no bio, 3 followers - you’re not getting in.
Fix your profile in 5 minutes:
- Use a clear, friendly profile picture - not a logo or selfie with sunglasses.
- Write a short bio: “Food lover in London. Always looking for great spots.”
- Post at least 3 photos of you eating out (even if they’re from other cities). It shows you’re a real diner.
- Follow 5-10 local food accounts. It signals you’re part of the scene.
Restaurants check profiles before replying. A clean, active profile doubles your chances.
Step 3: Send the Perfect DM
Don’t just write: “Can I book a table?” That’s lazy. And it gets ignored.
Here’s the formula for a DM that works:
- Start with a compliment: “Love your smoked salmon tartare - had it last month in your Stories.”
- Be specific: “Looking to book for two on Friday, January 10th at 7:30pm.”
- Add context: “We’re celebrating our anniversary - would love to experience your menu again.”
- End politely: “Let me know if you have availability. Thanks so much!”
That’s it. No emojis. No caps. No “URGENT!!!”
Why this works: You’re not asking for a favor. You’re showing you’ve paid attention. You’re not just another customer. You’re someone who’s already engaged with their content.
Step 4: Timing Is Everything
Restaurants get flooded with DMs. You need to send yours at the right time.
Best times to DM:
- Monday to Wednesday, 10am-12pm - staff are catching up on messages from the weekend.
- Thursday evening, 6-8pm - they’re finalizing bookings for the weekend.
- Friday morning, 8-9am - cancellations often come in overnight.
Avoid weekends. Staff are busy serving customers. Don’t DM after 9pm - they’re done for the day.
Also: don’t send the same DM to 10 restaurants at once. They talk. You’ll get flagged as spam.
Step 5: Follow Up - But Not Too Much
If you don’t hear back in 48 hours, send one polite follow-up:
“Hi, just circling back on my message about booking for January 10th. No worries if it’s full - just wanted to check in. Thanks!”
After that, wait. Don’t DM again. Don’t comment on their posts begging for a table. It’s pushy. And it hurts your chances.
Some restaurants reply within minutes. Others take days. Some never reply. That’s normal. Move on.
Real Examples: What Works
Last month, someone DM’d St. John in Smithfield like this:
“Hi - loved your roast bone marrow last year. Planning a trip to London and hoping to book two for Thursday, January 9th at 7pm. We’re coming from Brighton and would love to experience your menu again. No pressure if it’s full - just thought I’d ask.”
They got a reply within 2 hours. Table confirmed.
Another person tried the same thing with The Palomar and wrote:
“Hey! Can I book for 4?”
No reply. Ever.
The difference? Personalization. Effort. Respect.
What Not to Do
Here are the top 5 mistakes people make:
- Using a fake name or profile picture.
- DMing the same restaurant every day.
- Asking for a “VIP table” or “best seat.”
- Typing in all caps or using too many emojis.
- Expecting a reply within an hour.
These are red flags. They make you look like someone who doesn’t understand how the system works.
What Happens After You Get In?
Once you’re booked, show up on time. Be polite. Leave a review. Tag the restaurant in your post. Say thank you in your story.
Why? Because restaurants remember. And if you’re nice, they’ll keep you in mind for next time - even if you’re not in London.
One diner I know books at Hawksmoor every time she visits. She doesn’t DM first. She just posts a photo of her meal, tags them, and writes: “Back again - thank you for the best steak in London.”
They always save her a table.
Final Tip: Build Relationships, Not Just Reservations
This isn’t a hack. It’s a relationship strategy. The best tables in London aren’t won by speed or bots. They’re won by consistency, respect, and a little bit of personality.
Follow restaurants you love. Engage with their posts. Comment on their stories. Don’t just DM when you want something. Be part of the community.
Over time, you’ll notice something: they start replying faster. They remember your name. They offer you seats they wouldn’t give to strangers.
That’s the real secret.
Can I book a table on Instagram if I’m not in London?
Yes. Many London restaurants accept bookings from out-of-town guests. Just make sure your profile looks real and your DM is polite and specific. Mention you’re visiting on certain dates. Most places are happy to accommodate visitors - especially if you show you’ve done your homework.
Do I need to pay a deposit through Instagram?
Most restaurants won’t ask for payment via DM. If they do, it’s usually through a secure link (like Stripe or PayPal), not a direct bank transfer. Never send money through Instagram. If they ask for cash on arrival, that’s normal. If they ask for card details in a DM - walk away. It’s a scam.
What if a restaurant doesn’t reply to my DM?
It happens. Many restaurants get hundreds of DMs daily. Don’t take it personally. Try another restaurant. Or wait a few days and try again with a different message. Sometimes timing is just off.
Is this method only for fine dining?
No. This works for casual spots too - think pizza places in Peckham, noodle bars in Camden, or brunch spots in Notting Hill. Even small places with 12 seats often use DMs because they don’t have the staff for a booking app.
Can I book for a large group via DM?
It’s harder, but possible. Be extra clear: “Looking to book for 8 on Saturday, January 18th at 7pm.” Mention if anyone has dietary needs. Large groups are harder to accommodate, so give them plenty of notice. Some places will say no - that’s okay. Try splitting into two smaller bookings.
