How do you create a hashtag guests actually use for the restaurant?

The house hashtag is the venue's name, short and spelled the same way every time, not a fresh pun each season. A slogan for people to tag does not stick: they tag the door, not the campaign. Check that another Madrid venue is not already using that name, and spell it the same way on the awning, the bio and the menu. Three spellings of the same name coexist and guest photos disappear into tags nobody follows. We lock one spelling, put it on the bio, the menus and the caption, and once a month we look at what guests tagged with that name.